Expert Analysis: How Steam’s Success Relies on Unplayed Games

According to a video game marketing consultant, Valve’s Steam platform isn’t just notable for its vast library or its celebrated seasonal sales; rather, its true strength lies in the hoarding behaviors of its users. Many Steam enthusiasts accumulate extensive libraries, often filled with games they have little intention of playing. This phenomenon, although often teased in the PC gaming community, is highlighted by industry expert Chris Zukowski as a crucial factor driving the success of Steam.

In a recent GamesRadar+ report, Zukowski brought attention to a vital distinction: Steam’s prosperity is not about game engagement, but about game purchases. He articulates that the allure of buying a game often outweighs the motivation to actually play it.

The Importance of Backlogs in Steam’s Success

“What’s remarkable about Steam is that its users frequently purchase games without any intention of playing them, ” Zukowski noted in his latest blog entry. He emphasizes that most buyers on the platform might never even open the games they acquire.

Zukowski draws a parallel between Valve’s model and the challenges faced by streaming services like Netflix, which must compete not only with each other but also with engaging platforms like Fortnite and TikTok. He suggests that Valve has avoided these competitive struggles altogether.

“Valve has solved the predicament that has baffled Netflix: how to market to an audience overwhelmed by entertainment options and short on time. In essence, Valve has created a scenario where gamers can fantasize about the hours they might spend on their library, though the reality is often different, ” he states.

Supporting his claims, Zukowski uses statistics from SteamDB, revealing that the majority of an average player’s game library remains unplayed. He candidly admits that over two-thirds of his own collection is untouched.

Lego and Warhammer collections — audio_54/ETERsoldier (Reddit)

Gamers, much like collectors, often find themselves with what Zukowski refers to as “piles of shame” —games they never get around to playing.“If Steam customers acted rationally, focusing solely on games they would engage with, we would see far fewer sales. The gaming industry as we know it might not even exist, ” he elaborated.“Understanding that Steam users tend to hoard games illuminates why the platform can justify its 30% cut; it taps into a demographic keen on spending without restraint.”

This tendency to collect isn’t exclusive to gaming. Zukowski points out that various hobbies—ranging from LEGO and Warhammer to knitting and bookshelf obsessions—exhibit similar collecting inclinations.“Hobbyists tend to buy items not just to use, but to collect, ” he writes.

This collector mentality significantly influences how games are wishlisted, placed in shopping carts, and often purchased in bulk.“Steam users derive joy from discovering hidden gems and integrating them into their digital collections, ” Zukowski argues.

Ultimately, the decision to dive into gaming backlogs rests with the individuals themselves. Nevertheless, Steam exemplifies a broad appeal for sales and the joys of collecting. And as we approach the end of the Summer Sale, many players, including myself, will likely be adding more to our “piles of shame.”

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