Making a game is hard. Making a game that sells? Even harder. Whether you’re a solo dev or part of a small team, choosing which game to make is the most important decision you’ll face. That’s where market research comes in – helping you turn raw ideas into validated opportunities.
1. Start with an Idea & Find Similar Games
Every project starts with a spark – a mechanic, theme, or fantasy. Once you have a rough idea, the next step is to see who’s already doing something similar.
How to do it:
- Go to Steam and search for a game that shares your core concept.
- Scroll to the “More Like This” section and pick 3 – 4 similar games.
- Choose games that match your tone, mechanics, genre, or audience.
| Step | Example |
|---|---|
| Idea | “I want to make a survival city builder” |
| Similar Titles | Frostpunk, Against the Storm, Timberborn |
Insider Tip: Don’t just look for visual or thematic matches – mechanical overlap (e.g. base-building, resource management) is key for niche analysis.
2. Identify the Right Tags
Tags are Steam’s secret language. They help players find your game – and help you find your market.
How to do it:
- Look at the tags used by your similar games.
- Choose 5 that consistently appear across your chosen titles.
- These tags will define your niche and be your research compass.
| Chosen Titles | Common Tags |
|---|---|
| Frostpunk | City Builder, Survival, Strategy |
| Timberborn | Base Building, Resource Management, Simulation |
Selected Tags from Common Tags:City Builder, Base Building, Survival, Resource Management, Strategy
Avoid overly generic tags like “Indie” or “Action.” Instead, focus on specific tags that truly capture your game’s essence, such as “Deckbuilding” or “Narrative Choices.”
Insider Tip: The most important thing you can do for your game is to enhance its discoverability so it may attract the right audience – tags are the most impactful way to do this.
3. Use Actual Data to Analyse the Market
With your tags in hand, it’s time to look at market data.
Tools:
What to do:
- Use the market research section in your selected web tool – I’m using Steam Marketing Tool from Games-Stats for this example.
- Plug in your 5 tags.
- Filter for games released from 2021 onwards.
- Set a minimum revenue (e.g. $500,000+) to filter out low-performers.
What you’ll get:
- Number of games in your niche (supply)
- Total and median revenue (demand)
- Quality benchmarks at the top and bottom (quality required)
Insider Tip: Investigate user reviews and community discussions of each game to understand what resonates with players.
4. Compare Supply vs Demand
This is where you strike gold. You’re looking for a niche with low supply and high demand.
What to analyse:
- How many games exist with your tag combo?
- What’s the average and top revenue?
- Which games failed? Why?
| Metric | Meaning |
|---|---|
| Low Supply | Less competition in your niche |
| High Revenue | Active player interest |
| Poor Performers | Learn from failed execution or low polish |
Insider Tip: It’s important to also study the lower-performing games to identify common pitfalls to avoid.
5. Use Research to Shape Your Concept
If your niche shows promise, adjust your game to fit what the market actually wants.
Examples:
- Players love upgrade systems? Add one.
- Top games have short 10-hour loops? Keep yours tight.
- Games with strong tutorials outperform? Prioritise onboarding.
Design Alignment Table:
| Finding | Your Design Response |
|---|---|
| Top games are visually minimalist | Use 2D pixel art instead of 3D |
| Most include meta-progression | Add unlockable perks across runs |
| Poor performers lack tutorial | Build an intuitive first-time experience |
Insider Tip: Consider creating a gameplay prototype that captures your game’s core mechanics and hook. This approach allows for earlier testing and feedback, reducing development risks and aligning your game more closely with market desires.
6. Estimate Potential Sales Using Review Multipliers
Steam doesn’t release unit sales – but review counts are a good proxy.
Rule of Thumb (2025):
| Release Year | Multiplier |
|---|---|
| 2021 – 2025 | 20 – 55x reviews |
| 2014 – 2017 | 50 – 80x reviews |
Example:
A survival builder released in 2022 has 5,000 reviews. Using the 30x multiplier:
Estimated Sales = 5,000 × 30 = 150,000 units
Revenue Estimator (assuming $20 price):
150,000 × $20 = $3,000,000 (gross)
Final Thoughts
The biggest mistake new devs make is building in the dark. Market research gives you the flashlight. With just a few hours of analysis, you can drastically improve your odds of success. By understanding what’s trending, what’s selling, and what players really care about, you’re not guessing – you’re designing with intent. With your tags, niche, and reference games identified, start prototyping your minimum viable fantasy. Then, move on to shaping your Concept Document.
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