How to publish a multi-team bundle on steam

A talk on TGDF 2019.
This talk is seperated into 3 parts, from the overview of "Bundle" of Steam system to what's different between normal bundle and a multi-team bundle. Along with a case study, sharing that how we gathered other 6 teams to launch the "Taiwanese Indie Game Bundle" together, and what kind of problem we overcame.

You can find more information of 18Light on https://18light.cc/en/
Or contact me via pineapple@18light.cc

Transcript

1. How to Publish a Multi-Team Bundle on Steam PineApple Kao at TGDF 2019
2. Hi there! I am PineApple Kao Business Development of 18Light Game Ltd. Find me at twitter: @PineAppleKao e-mail: pineapple@18light.cc
3. Hi there! I am PineApple Kao Previous: Brand Development of Yoctol Info. Previous: Vice Coordinator of HITCON Community Find me at twitter: @PineAppleKao e-mail: pineapple@18light.cc
4. Outline STEAM BUNDLE OVERVIEW ➔ Two different types of bundle ➔ How the price be calculated ➔ Store Settings
5. Outline MULTI-TEAM BUNDLE ➔ How to start a multi-team bundle project ➔ What should you prepared STEAM BUNDLE OVERVIEW ➔ Two different types of bundle ➔ How the price be calculated ➔ Store Settings
6. Outline MULTI-TEAM BUNDLE ➔ How to start a multi-team bundle project ➔ What should you prepared STEAM BUNDLE OVERVIEW ➔ Two different types of bundle ➔ How the price be calculated ➔ Store Settings “TAIWANESE INDIE GAME BUNDLE” ➔ The analysis and discussion before beginning ➔ Project timeline ➔ Be confronted with difficulties
7. 1. Steam Bundle Overview
8. Two types of “Bundle” Complete the Set Purchase Together Collect those items you don’t have in your library before. Only available if you don’t have any of the items in your library. Floating price Fixed price Cannot be purchased as a gift Can be purchased as a gift
9. Two types of “Bundle” Complete the Set Purchase Together Collect those items you don’t have in your library before. Only available if you don’t have any of the items in your library. Floating price Fixed price Cannot be purchased as a gift Can be purchased as a gift
10. Two types of “Bundle” Complete the Set Purchase Together Collect those items you don’t have in your library before. Only available if you don’t have any of the items in your library. Floating price Fixed price Cannot be purchased as a gift Can be purchased as a gift
11. Two types of “Bundle” Complete the Set Purchase Together Collect those items you don’t have in your library before. Only available if you don’t have any of the items in your library. Floating price Fixed price Cannot be purchased as a gift Can be purchased as a gift
12. Pricing issue ▪ Setting the “discount percentage” of you bundle:
13. Pricing issue ▪ Setting the “discount percentage” of you bundle: ▫ You can only set ONE percentage for a bundle, which means you couldn’t set different discount percentage for different items.
14. Pricing issue ▪ Setting the “discount percentage” of you bundle: ▫ You can only set ONE percentage for a bundle, which means you couldn’t set different discount percentage for different items. ▫ Might be a focusing issue when launching a multi-team bundle.
15. Pricing issue ▪ Setting the “discount percentage” of you bundle: ▫ You can only set ONE percentage for a bundle, which means you couldn’t set different discount percentage for different items. ▫ Might be a focusing issue when launching a multi-team bundle. ▫ Discount will be applied to the total price based on what you don’t have in your library already and whether the items are on sale or not.
16. Pricing issue For example... Game A $10 Already bought Already bought Already bought Game B $10 Game B $10 Game B $5 Game B $5 Game C $15 Game C $15 Game C $15 Not Available Price of items: $35 Discount: -20% Total price: $28 Price of items: $25 Discount: -20% Total price: $20 Price of items: $20 Discount: -20% Total price: $16 Price of items: $5 Discount: -20% Total price: $4
17. Pricing issue For example... Game A $10 Already bought Already bought Already bought Game B $10 Game B $10 Game B $5 Game B $5 Game C $15 Game C $15 Game C $15 Not Available Price of items: $35 Discount: -20% Total price: $28 Price of items: $25 Discount: -20% Total price: $20 Price of items: $20 Discount: -20% Total price: $16 Price of items: $5 Discount: -20% Total price: $4
18. Pricing issue For example... Game A $10 Already bought Already bought Already bought Game B $10 Game B $10 Game B $5 Game B $5 Game C $15 Game C $15 Game C $15 Not Available Price of items: $35 Discount: -20% Total price: $28 Price of items: $25 Discount: -20% Total price: $20 Price of items: $20 Discount: -20% Total price: $16 Price of items: $5 Discount: -20% Total price: $4
19. Pricing issue For example... Game A $10 Game A $10 Already bought Already bought Game B $10 Game B $10 Game B $5 Game B $5 Game C $15 Game C $15 Game C $15 Not Available Price of items: $35 Discount: -20% Total price: $28 Price of items: $25 Discount: -20% Total price: $20 Price of items: $20 Discount: -20% Total price: $16 Price of items: $5 Discount: -20% Total price: $4
20. Pricing issue For example... Game A $10 Already bought Already bought Already bought Game B $10 Game B $10 Game B $5 Game B $5 Game C $15 Game C $15 Game C $15 Not Available Price of items: $35 Discount: -20% Total price: $28 Price of items: $25 Discount: -20% Total price: $20 Price of items: $20 Discount: -20% Total price: $16 Price of items: $5 Discount: -20% Total price: $4
21. Pricing issue For example... Game A $10 Already bought Already bought Already bought Game B $10 Game B $10 Game B $5 Game B $5 Game C $15 Game C $15 Game C $15 Not Available Price of items: $35 Discount: -20% Total price: $28 Price of items: $25 Discount: -20% Total price: $20 Price of items: $20 Discount: -20% Total price: $16 Price of items: $5 Discount: -20% Total price: $4
22. Pricing issue For example... Game A $10 Already bought Game A $10 Already bought Game B $10 Game B $10 Game B $10 Game B $5 Game C $15 Game C $15 Game C $15 Not Available Price of items: $35 Discount: -20% Total price: $28 Price of items: $25 Discount: -20% Total price: $20 Price of items: $20 Discount: -20% Total price: $16 Price of items: $5 Discount: -20% Total price: $4
23. Pricing issue For example... Game A $10 Already bought Already bought Already bought Game B $10 Game B $10 Game B $10 Game B $5 Game C $15 Game C $15 Game C $15 Not Available Price of items: $35 Discount: -20% Total price: $28 Price of items: $25 Discount: -20% Total price: $20 Price of items: $20 Discount: -20% Total price: $16 Price of items: $5 Discount: -20% Total price: $4
24. Pricing issue For example... Game A $10 Already bought Already bought Already bought Game B $10 Game B $10 Game B $5 Game B $5 Game C $15 Game C $15 Game C $15 Not Available Price of items: $35 Discount: -20% Total price: $28 Price of items: $25 Discount: -20% Total price: $20 Price of items: $20 Discount: -20% Total price: $16 Price of items: $5 Discount: -20% Total price: $4 -50%
25. Pricing issue For example... Game A $10 Already bought Already bought Already bought Game B $10 Game B $10 Game B $5 Game B $5 Game C $15 Game C $15 Game C $15 Not Available Price of items: $35 Discount: -20% Total price: $28 Price of items: $25 Discount: -20% Total price: $20 Price of items: $20 Discount: -20% Total price: $16 Price of items: $5 Discount: -20% Total price: $4 -50%
26. Pricing issue For example... Game A $10 Already bought Already bought Game A $10 Game B $10 Game B $10 Game B $5 Game B $10 Game C $15 Game C $15 Game C $15 Game C $15 Price of items: $35 Discount: -20% Total price: $28 Price of items: $25 Discount: -20% Total price: $20 Price of items: $20 Discount: -20% Total price: $16 Price of items: $5 Discount: -20% Total price: $4 -50% -50%
27. Pricing issue For example... Game A $10 Already bought Already bought Already bought Game B $10 Game B $10 Game B $5 Game B $10 Game C $15 Game C $15 Game C $15 Game C $15 Price of items: $35 Discount: -20% Total price: $28 Price of items: $25 Discount: -20% Total price: $20 Price of items: $20 Discount: -20% Total price: $16 Price of items: $5 Discount: -20% Total price: $4 -50% -50%
28. Pricing issue For example... Game A $10 Already bought Already bought Already bought Game B $10 Game B $10 Game B $5 Game B $5 Game C $15 Game C $15 Game C $15 Game C $15 Price of items: $35 Discount: -20% Total price: $28 Price of items: $25 Discount: -20% Total price: $20 Price of items: $20 Discount: -20% Total price: $16 Price of items: $5 Discount: -20% Total price: $4 -50% -50% -50%
29. Pricing issue For example... Game A $10 Already bought Already bought Already bought Game B $10 Game B $10 Game B $5 Game B $5 Game C $15 Game C $15 Game C $15 Not Available Price of items: $35 Discount: -20% Total price: $28 Price of items: $25 Discount: -20% Total price: $20 Price of items: $20 Discount: -20% Total price: $16 Price of items: $5 Discount: -20% Total price: $4 -50% -50% -50%
30. Pricing issue For example... Game A $10 Already bought Already bought Already bought Game B $10 Game B $10 Game B $5 Game B $5 Game C $15 Game C $15 Game C $15 Not Available Price of items: $35 Discount: -20% Total price: $28 Price of items: $25 Discount: -20% Total price: $20 Price of items: $20 Discount: -20% Total price: $16 Price of items: $5 Discount: -20% Total price: $4 -50% -50% -50%
31. Bundle Setting ▪ Create a new bundle and enter all the necessary informations, such as bundle name, discount percentage and bundle type. ▪ Select packages which you’d like to add into your bundle. ▪ Complete your store page by adding graphical assets and bundle description. ▪ Push the changes out to public server on “Publish” tab. ▪ Preview your bundle and “Set Live!” when everything’s well prepared.
32. 2. Multi-Team Bundle On Steam
33. “ Most of the rules are same as normal bundle. The only difference is that we cannot launch a multi- team bundle by ourselves.
34. Then... What should we do?
35. 1. Go to the bundle admin to create a new bundle. 2. Add marketing description text. 3. Upload capsule images in the dimensions described by the tool. 4. Enter the bundle Discount and Type. After these steps are done, write an email to steampublish@valvesoftware.com and add the other game's publishers to the email thread. Then... What should we do?
36. 1. Go to the bundle admin to create a new bundle. 2. Add marketing description text. 3. Upload capsule images in the dimensions described by the tool. 4. Enter the bundle Discount and Type. 5. Add your own game. After these steps are done, write an email to steampublish@valvesoftware.com and add the other game's publishers to the email thread. Then... What should we do?
37. 1. Go to the bundle admin to create a new bundle. 2. Add marketing description text. 3. Upload capsule images in the dimensions described by the tool. 4. Enter the bundle Discount and Type. 5. Add your own game. After these steps are done, write an email to steampublish@valvesoftware.com and add the other game's publishers to the email thread. Then... What should we do?
38. 1. Go to the bundle admin to create a new bundle. 2. Add marketing description text. 3. Upload capsule images in the dimensions described by the tool. 4. Enter the bundle Discount and Type. 5. Add your own game. After these steps are done, write an email to steampublish@valvesoftware.com and add the other game's publishers to the email thread. Then... What should we do?
39. 3. The “Taiwanese Indie Game Bundle”
40. At first…… The idea of gathering some Taiwanese team to launch a bundle of exquisite games developed in Taiwan came to us…
41. At first…… The idea of gathering some Taiwanese team to launch a bundle of exquisite games developed in Taiwan came to us… “But will this really work?” said my colleague.
42. Hardly did people publish their bundle with a nationality theme... (´ ; ω ; `) After these steps are doneㄅ write an email to steampublish@valvesoftware.com and add the other game's publishers to the email thread. So we began survey and found that...
43. Hardly did people publish their bundle with a nationality theme... (´ ; ω ; `) → Almost no reference and we must discuss every detail. After these steps are doneㄅ write an email to steampublish@valvesoftware.com and add the other game's So we began survey and found that...
44. Hardly did people publish their bundle with a nationality theme... (´ ; ω ; `) → Almost no reference and we must discuss every detail. After these steps are doneㄅ write an email to steampublish@valvesoftware.com and add the other game's So we began survey and found that...
45. IMAGINATIONS!!! “Taiwanese Indie Game Bundle” The topic has already been decided. Then…
46. IMAGINATIONS!!! “Taiwanese Indie Game Bundle” The topic has already been decided. Then… ➔ Who might be interest in this? ➔ Why might they pay? ➔ What might they like in the bundle?
47. IMAGINATIONS!!! “Taiwanese Indie Game Bundle” The topic has already been decided. Then… ➔ Who might be interest in this? ◆ Taiwanese players who are willing to support Taiwanese indie teams. ◆ Overseas players who are curious about Taiwanese culture and games. ➔ Why might they pay? ➔ What might they like in the bundle?
48. IMAGINATIONS!!! “Taiwanese Indie Game Bundle” The topic has already been decided. Then… ➔ Who might be interest in this? ➔ Why might they pay? ◆ Supporting purpose: Teams in the project are worthy to stimulate and suitable for the theme. ◆ Experiment purpose: Games are nice enough and having Taiwanese features. ➔ What might they like in the bundle?
49. IMAGINATIONS!!! “Taiwanese Indie Game Bundle” The topic has already been decided. Then… ➔ Who might be interest in this? ➔ Why might they pay? ➔ What might they like in the bundle? ◆ Games with a variety of styles. To satisfying target players’ demands, diversity definitely is a keypoint! ◆ Games or teams with enough fames and popularities based in “Taiwan”.
50. IMAGINATIONS!!! “Taiwanese Indie Game Bundle” The topic has already been decided. Then… ➔ Who might be interest in this? ➔ Why might they pay? ➔ What might they like in the bundle? ➔ Affordable price is also important, so there should not be too much packages in one bundle.
51. IMAGINATIONS!!! “Taiwanese Indie Game Bundle” The topic has already been decided. Then… ➔ Who might be interest in this? ➔ Why might they pay? ➔ What might they like in the bundle? ➔ Affordable price is also important, so there should not be too much packages in one bundle.
52. A complex idea can be conveyed with just a single still image, namely making it possible to absorb large amounts of data quickly.
54. Project timeline
55. Project timeline 2018/09 Start proposal to other teams
56. Project timeline 2018/09 Start proposal to other teams 2018/11 First project meeting
57. Project timeline 2018/09 Start proposal to other teams 2018/11 2018/12 First project meeting Change discount percentage
58. Project timeline 2018/09 Start proposal to other teams 2018/11 2018/12 2019/01 First project meeting Change discount percentage Finally decided launching date
59. Project timeline 2018/09 Start proposal to other teams 2018/11 2018/12 2019/01 2019/02 First project meeting Change discount percentage Finally decided launching date Launching!
60. Project timeline 2018/09 Start proposal to other teams 2018/11 2018/12 2019/01 2019/02 First project meeting Change discount percentage Finally decided launching date Launching! Within a week before the publication, some serious situations occurred….
61. Probleeeeeeeems \(T_T)/ ➔ Free game couldn’t be displayed correctly in multi-team bundle. Therefore there were 2 games had the issue.
62. Probleeeeeeeems \(T_T)/ ➔ Free game couldn’t be displayed correctly in multi-team bundle. Therefore there were 2 games had the issue. ◆ Within a week before our scheduled publishing date, it’s almost not possible to redo all capsule image, text and press. ◆ Therefore, after discussions with those 2 teams and others, we kept the images but added annotations to all the documents to explain it.
63. Probleeeeeeeems \(T_T)/ ➔ After Steam Staff take over the admin of your bundle, you cannot modify anything by yourself again.
64. Probleeeeeeeems \(T_T)/ ➔ After Steam Staff take over the admin of your bundle, you cannot modify anything by yourself again. ◆ This could be a very serious problem because if there’s anything wrong in your description or image, you won’t be able to fix them immediately. ◆ Steam Staff reply to our mails at a average rate 3-5 days. ◆ Try to make everything perfect before contacting Steam Staffs will be the best solution.
65. Probleeeeeeeems \(T_T)/ ➔ Launching time couldn’t be scheduled.
66. Probleeeeeeeems \(T_T)/ ➔ Launching time couldn’t be scheduled. ◆ We found on 2/21 that our bundle are launched, but the expected date is 2/28. Something went wrong. ◆ Although we reported the situation at the same time we noticed, it didn’t help. ◆ This will probably not be solved anyway. Therefore, not to write mails to them too early! Or at least be well prepared to face this condition.
67. Thanks! Find me at twitter: @PineAppleKao e-mail: pineapple@18light.cc