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name steam-store-page-optimizer
description Optimize Steam store pages for maximum visibility and conversion. Covers capsule image specs, description structure, tag strategy, trailer guidance, demo setup, and screenshot optimization. Use when building or improving a Steam store page.
standards-version 1.10.0

Steam Store Page Optimizer

Trigger

Use this skill when the user:

  • Is building or improving a Steam store page
  • Asks about capsule image sizes, specs, or guidelines
  • Needs help writing store page descriptions
  • Wants tag strategy advice for discoverability
  • Asks about trailer requirements or best practices
  • Wants to set up a demo on Steam
  • Needs screenshot guidance

Required Inputs

  • App ID or game name - the game to optimize
  • Focus area (optional) - images, description, tags, trailer, demo, or full audit

Workflow

Preferred: If the Steam MCP server is available, use it to fetch the current store page state. See MCP Usage.

1. Capsule Images

All images are required before the store page can go live.

Asset Size Format Usage
Header Capsule 920×430 JPG/PNG Search, featured lists, library fallback
Small Capsule 462×174 JPG/PNG Wishlists, search, smaller displays
Main Capsule 1232×706 JPG/PNG Store page header, browse pages
Vertical Capsule 748×896 JPG/PNG Store vertical/hero capsule slot
Page Background 1438×810 JPG/PNG Store page background (subtle, not too bright)
Library Capsule 600×900 JPG/PNG Steam Library grid view (logo on art)
Library Hero 3840×1240 PNG Library details artwork only. No text. Reject 1920×620 half-size
Library Logo 1280 wide and/or 720 tall PNG (alpha) Overlaid on Library Hero
Library Header 920×430 JPG/PNG Recent Games and other library chrome
Screenshots min 1920×1080, 16:9 JPG/PNG Store media; larger 16:9 is OK
Community Icon 32×32 JPG Community Hub, activity feed

Image guidelines:

  • Game title/logo must be readable at small sizes
  • No review quotes, awards, or "Game of the Year" text
  • No "Coming Soon", "Available Now", or date text
  • Consistent branding across all capsule sizes
  • Library hero: artwork only, no wordmark. Put the title on Library Logo. Keep critical art in the center 860×380 safe area
  • High contrast. Images are shown on both light and dark backgrounds

2. Store Description

Short description (< 300 characters):

  • Lead with the core hook — what makes this game unique
  • Include genre/type for context
  • End with a call to action or key feature

Long description structure:

[Opening hook — 1-2 sentences that sell the fantasy]

[Key Features section with bullet points]
• Feature 1 — brief elaboration
• Feature 2 — brief elaboration
• Feature 3 — brief elaboration
• Feature 4 — brief elaboration

[Gameplay description — what does the player actually DO?]

[Unique selling points — what makes this different from competitors?]

[Social proof if available — "From the makers of..." or community milestones]

Description tips:

  • Front-load the most compelling content (many players only read the first paragraph)
  • Use Steam's formatting: [h2], [b], [list], [img]
  • Include 1-2 GIFs or images inline (use [img]{url}[/img])
  • Keep paragraphs short — 2-3 sentences max
  • Avoid jargon unless your audience expects it
  • Don't repeat information already visible on the page (tags, system requirements)

3. Tags

Tags are the primary discoverability mechanism on Steam.

Strategy:

  • Apply 15-20 tags (the maximum Steam allows)
  • First 5 tags carry the most weight — make them count
  • Mix broad tags (Action, RPG) with specific ones (Roguelike Deckbuilder, Souls-like)
  • Include mechanic tags (Turn-Based, Co-op, Open World)
  • Include theme tags (Pixel Art, Dark Fantasy, Cozy)
  • Check competitor games to see which tags drive traffic in your niche
  • Monitor tag voting — players can upvote/downvote your tags

Tag research workflow:

  1. Search for your genre on Steam
  2. Note which tags the top-performing games use
  3. Use steam_searchApps({ query }) to find competitors
  4. Use steam_getAppDetails({ appid }) to inspect their tags
  5. Cross-reference with your game's actual features

4. Trailer

Specifications:

  • Format: MP4 (H.264 video, AAC audio)
  • Resolution: 1920×1080 minimum, 3840×2160 recommended
  • Framerate: 30 or 60 fps
  • Length: 60-90 seconds ideal, 2 minutes maximum

Content best practices:

  • Start with gameplay, not logos or intros (first 10 seconds are critical)
  • Show actual gameplay, not just cinematics
  • Demonstrate the core loop: what does the player DO?
  • Include variety: different levels, abilities, environments
  • End with the game title, release date, and call to action
  • Consider a separate "Story Trailer" and "Gameplay Trailer"

Upload:

  • Steamworks Partner > Store Page > Trailers
  • Add multiple trailers (gameplay first, story second)
  • Set the first trailer as the autoplay trailer on the store page

5. Screenshots

Requirements:

  • Minimum 5, recommended 10-20
  • Resolution: 1920×1080 minimum
  • Must be actual in-game screenshots (no concept art in the screenshot section)
  • No watermarks, logos, or marketing text overlaid

Optimization:

  • Lead with the most visually impressive screenshot
  • Show gameplay variety: different environments, mechanics, characters
  • Include UI screenshots to set expectations
  • Order by visual impact, then by game progression
  • Consider adding captions via Steamworks (short text overlay on hover)

6. Demo Setup

Creating a demo:

  1. Steamworks Partner > Your App > Demos
  2. Create a separate Demo App ID (linked to the main game)
  3. Configure demo-specific depots
  4. Set demo build content (time-limited, level-limited, feature-limited)
  5. Configure "Get the Full Game" link within demo

Demo strategy:

  • Time-limited demos (30-60 minutes) create urgency
  • Level/chapter-limited demos let players reach a hook point
  • Next Fest demos run during Steam Next Fest events for maximum visibility
  • Keep the demo available after launch — it continues to convert

7. Store Page Audit Checklist

For a full audit, verify:

  • All capsule images uploaded and compliant
  • Short description compelling and under 300 characters
  • Long description structured with features, hooks, and formatting
  • 15+ tags applied with strategic ordering
  • At least one trailer (gameplay-first, 60-90 seconds)
  • 10+ screenshots showing gameplay variety
  • System requirements accurate for all platforms
  • Supported languages listed
  • Content descriptors and maturity ratings set
  • "About This Game" section uses Steam BBCode formatting
  • Demo available (if applicable)

Key References

Resource URL
Store Page Assets https://partner.steamgames.com/doc/store/assets
Capsule Image Rules https://partner.steamgames.com/doc/store/assets/rules
Store Page Best Practices https://partner.steamgames.com/doc/store/editing
Tags Documentation https://partner.steamgames.com/doc/store/tags
Trailer Best Practices https://partner.steamgames.com/doc/store/trailer

Example Interaction

User: "I need to set up my Steam store page. The game is a pixel art metroidvania. What do I need?"

Agent:

  1. Provides the full capsule image size reference table
  2. Generates a description template tailored to metroidvanias
  3. Recommends tags: Metroidvania, Action, Pixel Graphics, Platformer, Exploration, Side Scroller, 2D, Indie, Singleplayer, Atmospheric, etc.
  4. Trailer advice: "Open with a 5-second gameplay clip showing exploration and combat. Show at least 3 different biomes."
  5. Screenshot guidance: "Lead with your most visually striking environment. Include one screenshot showing the map, one showing combat, one showing a boss."

MCP Usage

Step MCP Tool Auth Purpose
Validate local art steam_validateStoreAsset({ path, slot }) None Exact Valve sizes, format, library-hero ribbon/seam/wordmark heuristics
Current page state steam_getAppDetails({ appid }) None Check existing description, tags, screenshots, price
Competitor research steam_searchApps({ query }) None Find competing games in the genre
Competitor details steam_getAppDetails({ appid }) None Inspect competitor tags, descriptions, pricing

Common Pitfalls

  1. Using the wrong capsule image dimensions - Steam has strict size requirements for each capsule type (header 920x430, small 462x174, main 1232x706, vertical 748x896, library hero 3840x1240). Wrong sizes get rejected or look blurry. Run steam_validateStoreAsset before upload.
  2. Burying the game's hook in the description — the first ~300 characters of your description show in search results. Lead with your unique selling point, not generic genre descriptions.
  3. Over-tagging your game — applying too many tags (15+) dilutes each tag's weight. Focus on 5-8 highly relevant tags that accurately describe your game.
  4. Not having a trailer in the first media slot — the first media item is auto-played on the store page. A screenshot in slot 1 means players miss your trailer unless they scroll.
  5. Forgetting to localize the store page — Steam shows localized store pages when available. Even translating the short description and tags into top-5 languages significantly increases visibility.

See Also