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How to launch a game on Steam: the checklist

, founder of NextWishlist · Updated · 3 min read

8 wksbefore launch: announce your dateValve rule
2 wksminimum as Coming SoonValve rule
30 daysafter launch: no other discount or price changeValve rule
On this page
  1. Months before: wishlists and your date
  2. Weeks before: reviews and the build
  3. Launch day
  4. The first 30 days
  5. Launch with a plan, not a guess

Short answerMonths before: wishlists, a demo, Next Fest, then a release date announced about 8 weeks ahead. Weeks before: store page and build reviews, a launch discount of up to 40%. On the day, you press Release yourself: approved games don't release on their own.

A Steam launch is a sequence of deadlines more than a single day. Miss one and the release slips; plan them and launch day is just a button. Here is the order, from Valve's rules, with the public benchmarks to set your expectations.

01Months before: wishlists and your date

  • Your Coming Soon page must be up for at least two weeks before release, and should be up for months (when to put your game on Steam).
  • Your release date: Steam's personal calendar recommends upcoming games about 8 weeks ahead, once the date is set. Announce it around 8 weeks before launch.
  • Your wishlist target: public benchmarks put the Bronze tier of the personal calendar around 5,000 wishlists at launch and Silver around 8,000 (wishlists to sales).
  • Your Next Fest: a game can take part only once, before it releases. Do it first (Next Fest dates).
  1. Months beforeComing Soon page live, wishlists, demo, Next Fest
  2. 8 weeks beforeAnnounce your date: the personal calendar starts recommending you
  3. 2 weeks beforeMinimum time as Coming Soon for a new game
  4. Launch dayYou press Release: every wishlister is emailed
  5. After day 30Price change allowed; a new discount 30 days after the launch discount ends
The order of a Steam launch, from Valve's rules (Steamworks, read Oct 28, 2026).

02Weeks before: reviews and the build

  1. Store presence reviewed: Valve's review typically takes 3 to 5 business days; submit at least 7 days before you need it.
  2. Build uploaded to the default branch: mostly final, with the features your store page describes. You can only submit the build once the store presence has been submitted.
  3. Launch discount set: at most 40%, for 7 to 14 days. Valve suggests about 10% to 15% (discount rules).
  4. Permissions checked: releasing needs both "Publish app changes to Steam" and "Manage pricing and discounts" on your app.

03Launch day

  • Approved games don't release themselves: you press the green "Release App" button on your product's landing page, then Publish Now and Release Now.
  • Releasing publishes your package, starts your launch discount, makes the game playable and stamps the release time.
  • Every wishlister gets an email and/or a mobile notification from Steam.
  • Your game enters Steam's new releases: Valve says the New Releases queue favors the titles with the fewest views since release (how the Steam algorithm works).

04The first 30 days

  • No other discount and no price increase for 30 days after release, apart from the launch discount.
  • Reviews: answer the useful ones, fix what they point out, and never offer anything for a review (how to get Steam reviews).
  • Updates: announce your patches with Steam events. Valve's Update Visibility Rounds, which highlight major updates to owners and wishlisters, open once your launch visibility ends.
  • First-week sales: a median of about 15% of your wishlists, closer to 10% above $10, by public benchmarks.

05Launch with a plan, not a guess

NextWishlist builds your launch plan from Valve's rules and calendar, checks every deadline each day, and tells you each morning what's left. Join the private beta.

How to launch a game on Steam: quick answers

How do I release a game on Steam?

Get your store presence and build approved, set your launch discount, then press the green Release App button on your product's landing page, then Publish Now and Release Now. Approved games don't release themselves.

How long before release must my Steam page be up?

At least two weeks as Coming Soon for a new game. Most games keep it up for months to collect wishlists.

When should I announce my Steam release date?

About 8 weeks before launch: Steam's personal calendar recommends upcoming games roughly 8 weeks ahead once their date is set.

What launch discount should I use on Steam?

At most 40%, for 7 to 14 days. Valve suggests about 10% to 15%.

How many sales will my wishlists bring in the first week?

Public benchmarks put first-week sales at a median of about 15% of wishlists, closer to 10% for games above $10. Valve says no formula predicts sales from wishlists.

Sources

Valve's rules can change: the official Steamworks page always wins. Practitioner benchmarks are surveys of developers, given as ranges.

NextWishlist

Launch with a plan, not a guess.

Your launch checklist built from Valve's rules, your wishlists projected to launch day, and your reviews turned into tasks. NextWishlist is a Steam marketing tool for indie developers, in private beta.

Join the private beta