Key Takeaways
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- Steam users are more focused on collecting games rather than actively playing them, a behavior likened to the Japanese concept of Tsundoku.
- Aggressive promotions and ease of purchase on Steam contribute significantly to this accumulation of unplayed games.
- Game developers benefit from this trend as Steams marketplace provides access to a large number of impulsive gamers, enabling them to reach a broader audience.
- Understanding the behavior of Steam users can help game producers leverage effective marketing tools like wishlists, discounts, and promotions on the platform to maximize their success.
Steam Users Hoard Games Like Collectors, Says Analyst Chris Zukowski
Industry video game analyst Chris Zukowski asserts that Steam has evolved into a platform where many players prioritize accumulating games in their libraries over actively playing them. He likens this behavior to “Tsundoku,” the Japanese concept of collecting unread books, and compares Steam users to hobbyists who gather items without using them, such as LEGO builders, Warhammer collectors, or knitters. Zukowski highlights that Steam generates substantial revenue from indie games, largely due to a segment of passionate gamers who frequently make impulse purchases, many of which remain unplayed. He also notes that unlike platforms competing for active engagement, such as Fortnite or TikTok, or even sleep, Steam’s operator, Valve, does not directly contend for a user’s immediate play time. Instead, Valve has, in effect, given gamers “extra time” by allowing them to collect games for later; Zukowski notes that even his own game collection remains two-thirds unplayed, a personal example that aligns with this observation.
Unplayed Steam Games Pile Up Due to Promotions and Impulse Buys
This accumulation behavior is driven by several factors, including aggressive promotions and the platform’s ease of purchase. Events like the Steam Sales encourage impulse buys, often without users considering whether they will play the game. Game bundles, such as those offered by Humble Bundle, further contribute to this trend, as users acquire packages at reduced prices, even if not all included games align with their interests. Simon Carless, another industry observer, previously noted that more than half the games in a typical Steam player’s library remained untouched, a statistic he cited without specifying the timeframe. Despite many games going unplayed, this trend ultimately benefits game producers.
Zukowski asserts that game developers concede 30 percent of their earnings to Valve precisely because Steam’s marketplace provides access to a vast number of avid gamers who purchase impulsively. This enables producers to reach a significantly broader audience, even if most of their titles remain unplayed. Zukowski suggests that if players were entirely rational and bought only games they intended to play, overall sales would be substantially lower, highlighting how impulse buying benefits the platform. He further highlights that Steam offers a robust platform with effective marketing tools, including wishlists, discounts, and promotions, which significantly enhance game visibility and drive sales. Zukowski advises game producers to leverage these tools to maximize their reach and success on the platform.
The behavior of Steam users accumulating games without playing them is a complex phenomenon, reflecting evolving player preferences and habits. A 2023 study found that the average Steam user accessed only 48.5 percent of their game library. This contrasts sharply with platforms like Netflix, where active consumption is paramount. For instance, the lesser-known game Peak, released alongside major titles like Stellar Blade and Death Stranding 2, garnered significant attention; its unique theme or eye-catching visuals may have prompted impulse purchases, thereby adding to users’ unplayed libraries. For game producers, understanding this behavior is crucial for capitalizing on the platform’s opportunities. Meanwhile, players continue to expand their digital collections, motivated by promotions and the satisfaction of ownership, even when their time for playing is limited.
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