Looking Back At Autumn Sale 2020
A recap of our most recent seasonal sale event.
Every year we host a number of large seasonal sale events on Steam, and our most recent was the Autumn Sale 2020, overlapping the long weekend of Black Friday and Cyber Monday. We wanted to share some data and interesting takeaways from that sale with the Steamworks developer community.
This year’s Autumn Sale was
the biggest-ever in terms of revenue for developers and publishers—and while that’s important, there are a lot of other goals for these sale events. To that extent, we wanted to talk about some of the growth the platform is seeing and the new ways we’re helping players find the right games. We also have some data to share about the Steam Awards, which we have tied in with the Autumn Sale for the last few years.
Player Numbers
One interesting way to look at our sale events is in terms of how many people are participating. During this year’s Autumn Sale, just shy of a million players bought a game or made a microtransaction on Steam for the very first time (a 33% increase over the same timeframe in 2019). These new customers help our platform grow, and make the opportunity bigger for PC developers.
Existing players showed up in a big way, too. Our concurrent users during the 2020 Autumn Sale peaked at just shy of 24 million people, about
7 million more simultaneous users than the peak of the 2019 Autumn Sale.
Helping Players Find The Right Games
Another useful way for us to measure the health of the Autumn Sale is to look at how many games are finding success. Defining that is tricky- different games and studios have different budgets, headcount, goals-- so we look at a few different revenue benchmarks to compare. That data is encouraging: we saw increases across the board for Autumn Sale Revenue over last year, at all the different revenue benchmarks. From the number of games grossing at least $10,000+ all the way up to the number of games grossing over $1,000,000, more titles than ever found success in this year's Autumn Sale.
Certain factors driving that are beyond our control—the ongoing quarantine, new games finding success,
older games finding fresh momentum—but we’ve also put a bunch of work into including personalized recommendations, and broadening the ways customers can browse the sale event. This year’s newly introduced genre hubs made it much easier for customers to drill down into interesting subcategories of games. Here’s an example, looking at the Dungeon Crawler tab of our RPG genre hub:
Customers could always search for particular genres or tags manually, but these genre hubs helped make that browsing experience a lot more appealing (and
the genre hub pages drove as many add-to-carts as our front-page highlighted daily deals.)
Steam Awards Nominations
Finally, it’s worth checking out the Steam Awards for a moment. When we first came up with these user choice awards
back in 2016, we put a playful set of categories in front of the Steam community to try out something new. Four years later, the Awards have solidified into an annual event. This year, 5.3 million voters cast more than 30 million nominations!
When we tally up all the nominations, the five top finalists per category are included in the final voting during theWinter Sale-- but it’s important that customers still have a reason to support their favorite games. That’s why we provide a Steam community badge for nominating titles, and players can level up the badge by writing a user review for a game they nominated.
More than
1.6 million customers unlocked a badge level this year by providing feedback for a game they love, which is a huge injection of positive recommendations for games big and small.
We hope this recap of the Autumn Sale 2020 was interesting. We’re proud of the sale’s success, and grateful to all of the developers who participated with their games. These big sale events give us a chance to iterate and experiment with new community activities, but they also provide a great gathering point for players to re-engage with Steam or join for the first time.
The Steam Winter Sale is coming up next week, and you can submit discounts via the Sale Approval tool if you’d like to participate.