The Steam Summer Sale has become more than just a period of epic low prices on quality games from quality developers. The Steam Summer Sale has become a bit of a summer sensation, the epitome of Christmas in July. Adding to the marketing hype this year was the later than expected launch date of the sale. The PC gaming community was already prepared to sink its teeth into the summer sales’ digital juices, the delayed start (compared to summers past) only made gamers salivate even more. My mouth runneth over, sadly my wallet doesn’t but I am thankful for the dishes Valve is catering.
Each year the sales get better. More games become available (with the addition of new developers and the games they bring with them), and the variances in the way the games go on sale increases. This year the Steam community has multiple sales scenarios pawing at their bank accounts. The usual daily deals continue to impress, as do the Pack Deals (discounts on a developers library of games). What really keeps a potential buyer coming back is the chance that the perfect game will have the perfect price, this is done through the Flash Sales. Flash Sales on the Steam page are short term sales on games with steep discounts (i.e. Fallout: New Vegas for under $5). In the words of Ron Popeil, “Wait there’s more.” This year Steam added the Community Choice pitch, where Steam users get to vote on the sale it wants to see next. Three games are listed with a corresponding discount, and based on the vote totals the next Community Choice sale is decided-it’s democracy and capitalism surprisingly getting along with each other.
What do all these discount variances amount to? Community engagement. Keeping your community interested in potential sales keeps them coming back, it’s page views with a bigger upside. It keeps your potential purchaser asking, “What’s next?” It’s working too. Sales figures are not made available but the impact of the sale has caused some angst with EA, who have complained about it cheapening the value of intellectual property, which means they can’t compete, and Steam is having another summer to remember. What EA? Your digital distribution application (Origin, still in beta) can’t compete with a distributor that puts PC gamers first (and has since its release to the public in 2002)? That shouldn’t come as a surprise. I think Valve’s Director of Business Management, Jason Holtman, put EA in its place with his tactful reply.
Valve was out front when it came to digital distribution and to stay there (as is the case for any tech company), they have to continue to lead the pack. More importantly they have to continue to put their communities’ interest inline with the interest of Valve/Steam. If they continue to cater to their community then the money will continue to roll in. With that being said, where’s Half Life 2: Episode 3?