Game Career Guide is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Get the latest Education e-news
  • An IKEA-Styled Guide To Product Pages

    - Patryk Grzeszczuk


    Vox populi, vox Dei' - now more than ever. Due to that, testimonials work well, adding to your credibility and prestige. If you have good quotes by well known ‘influencers' or leading media outlets - use them. Lacking any of these, turn your head towards valid opinions from your regular backers, current gamers, members of your community, you name it.

    Whichever option you choose, feature them high on your page so they would be visible at first glance. This is how they work best. Same goes for the awards and review scores by influential media outlets. The more you have them, the better for you. Unless you're promoting ‘The Witcher,' then try to pick few most important trophies from the never-ending list.


    Proper miniatures should not only look good but also be as informative as possible.

    Their primary role is to serve as a ‘healthy' clickbait, but they also sell the premise of the game. At least they should. You don't need 'misclicks'. Luring people with no potential interested in your game won't get you far. What you need is the attention of gamers with at least a spark of sympathy for the genre, type, or any other important aspect of your title.

    What is also worth noting, it is good to change your thumbnails/capsules once you introduce a major update to your game or conduct a significant marketing push or promo. They can effectively serve as one of your communication channels about what is happening with your product, for the price of a few of your work hours. Worth it!


    Visiting your product page one expects to learn about what your game is, but also what your game plans to become in the future. Players expect your game to evolve, getting richer in content with time, ‘early access' or not.

    Once you've got your support plan laid out, feature it on the game page or at least keep it pinned in your community section so it would be easy to find. Let people know that buying your game means a ton of fun now, but also a bit of fun in the future. The form your announcement will take is up to you. We usually try to keep it clear yet entertaining and ALWAYS in line with the game's identity.


    As everything moves forward, platforms try to keep up introducing new tools and solutions aiming at building your visibility and enriching the way you can interact with your community. A range of solutions is still pretty limited, but it gets better. It's good to keep an eye on what is at hand and play with it.

    One of the latest worth-noting functionalities on STEAM is stream embed. It allows you to put your Twitch feed directly on your product page. It works well and not only makes your page more appealing but also gives you a chance of appearing on the homepage (a holy grail of sort!) as streaming pages are being promoted from time to time.

    7. TAGS

    We all know how tags generally work, grouping elements across the structure and increasing their discoverability. In this particular case, the important part is choosing a proper set of keywords, not to get overburden by competition but also not to narrow our game's presence too much. While there is no golden rule for creating a perfect set, what we usually aim for is a mix of two groups:

    • affiliation-builders: tags that link your game to genrescategories or trends that are popular, in-demand but also true to the nature of your game
    • USP-boosters: tags that while usually less popular nicely underline your title's USP and put it as a leader of specific niches and emerging micro-trends

    Also, it is critical to have both ‘groups' at least partially visible on your tag list without the necessity of clicking the ‘more' button.


comments powered by Disqus