Steamworks 文獻庫
折扣

概覽

折扣可為您的產品帶來更多人氣,並有效延長產品在 Steam 上的壽命。
我們鼓勵您參與促銷並合理地利用打折工具。
整體來說,我們發現每個價位皆有合適的顧客,而有效的折扣策略可促進您的產品在 Steam 上取得長期成功。

如同以往,這篇建議廣泛適用於各式各樣的產品、開發者,和顧客,因此請根據您自身產品和社群的情況做出決策。

制定折扣

所需權限

設定折扣需要相關產品的「管理定價與折扣」權限。 此外,您必須為 Steamworks 合作夥伴,方可從準備打折的產品中獲得報酬。

設定步驟

1. 從您的 Steamworks 首頁選擇您欲打折的產品,前往產品的登陸頁面
2. 在登陸頁面中,從靠近頂部的商店套件列表 選擇您準備打折的套件
3. 在套件詳細資料頁面中,點擊套件定價中的「修改折扣」
4. 點擊「新折扣」

重複上述步驟為所有需要折扣的產品制定折扣。

折扣制定規則

  • You can run a launch discount, but once your launch discount ends, you cannot run any other discounts for 6 weeks.

  • 漲價後的 30 天之內不得降價促銷

  • 前一次折扣結束後 6 週內不得進行其它折扣,除了全 Steam 的季節性活動或其它 Valve 籌辦的特定促銷活動以外

  • 產品發行後或上架折扣結束 30 天內,不得參與季節性促銷活動

  • 促銷活動期間不得變更售價

  • 產品折扣不可達 100%

  • 自訂折扣最長不得超過兩週,最短不得少於 1 天

折扣類型

自助折扣

合作夥伴可自行建立和管理以下類型的折扣。

    上架折扣

    上架折扣會從您的產品在 Steam 上發行當日開始持續 7 天。 大部分上架折扣約為 10% 至 15%(9 折至 85 折)。 上限為 40%(6 折)。 上架折扣為非必要選項。

    週間優惠

    週間優惠會從週一上午 10 點(PST)開始持續 7 天。 參與的產品會展示於週期優惠登陸頁面,並收入 Steam 新聞中,而新聞將在 Twitter 和 Facebook 上聯合發佈。 您需要在特惠開始前至少兩個小時加入,才能參與週間優惠。

    自訂折扣

    您可以設定自訂折扣以配合如重大更新或產品發佈的週年紀念日的特殊活動。 自訂折扣可安排在下一個日曆日開始。

評鑑折扣

以下為由 Valve 建立和管理的折扣類型。 選擇首頁的促銷產品時,我們會盡量公平地選出我們認為顧客最感興趣、會最大限度令顧客滿意的產品。 雖然我們沒有明確的規則,但基本上我們會以 Steam 排名前 10% 到 20% 的暢銷遊戲為主,從其中評價正面或在其它方面表現優異的產品來挑選。 如果您的遊戲有資格登上下一次評鑑折扣的位置,我們將聯絡您並提供相關詳情。

    每日特惠

    此類促銷活動會從上午 10 點(PST)開始持續 48 個小時。 Daily Deals are featured on the Steam homepage for 24 hours. See Promo Spot: Daily Deal for more information.

    週末特惠

    週末特惠會從週四上午 10 點(PST)持續到週一上午 10 點(PST),期間將展示於 Steam 首頁。

    週中限時瘋狂特賣

    Midweek Madness promotions run from Monday at 10AM Pacific time to Friday at 10AM Pacific time. Midweek Madness deals are featured on the Steam homepage from Monday 10AM Pacific time to Thursday at 10AM Pacific time.

    免費週末

    免費週末是一種可讓顧客暫時存取您游戲的促銷活動。 使用者可以免費試玩,但在活動結束後即無法再存取遊戲。 此類活動可策略性地用於某些類型的游戲或情況,而且通常會搭配折扣,以促使試玩的玩家轉化為付費顧客。 您可以點此查看詳情

    季節性特賣

    每年您都有參加數種特賣活動的機會。 其中如夏日特賣或冬季特賣,所有合作夥伴皆可參加。 另外一些特賣活動可能只針對特定類別的產品開放,例如動漫或 VR。 您會提前收到此類活動的通知,以及為產品提交折扣的指示。

折扣制定最佳作法

    層遞式折扣

    通常最佳的做法是逐步打折,並隨著時間逐漸提高折扣百分比。 例如,一個產品的折扣率可能會在一年或更長時間裡從 33% 提高到 50%,再從 66% 提高到 75%。 若在發行後幾週內便急於將折扣提高至 50% 或 75%,或者以超高上架折扣發行產品,會對以原價購買產品的顧客產生負面觀感,從而損壞您的產品價值。

    配合內容更新進行折扣

    籌畫折扣時,盡量規劃得越盛大愈好,最好也能與內容更新有所關聯。 雖然折扣可以吸引眼球,但如果能以內容更新來完善產品,並表現出投入社群的心意,則更有益處。

    將銷量衰變曲線納入考量

    您可能會受暢銷排行影響,而希望透過少量折扣來提高銷售排行或爭取更多曝光率。但在這麼做之前,請先仔細觀察最近有多少顧客以原價購買了您的產品。 讓顧客對自己的投資感覺良好相當重要,所以最好是等到銷量曲線衰退到尾端之時在進行折扣。

    在同一時間對所有相關套件(DLC、豪華版)打折

    如果您的產品有多重版本或 DLC,請同時進行折扣。 如果只折扣部分產品,或這週主遊戲打折、下週豪華版特價,會降低您的產品曝光率。如果不能讓更多使用者在同一時間對您的產品感到興奮,便無法完整利用 Steam 的網路效應。 最好不要將相同的折扣套用於所有產品上。 例如,如果有一個一年前推出的,和一個新推出的 DLC,那麼兩者施行不同的折扣比例,可能較為恰當。
Note: Discount Stacking
If a discount is already live on a product, any additional discounts besides those applied via Bundles will not affect the price of the game.

常見問答


  • 問:如何規劃促銷活動? 我們能為 Steam 帶來新創意嗎?
    答:安排促銷活動一直是您與 Steam 之間的討論主題。 我們可能會向您提出點子,或是如果您想到了前所未見的評鑑促銷活動,也請聯繫我們。 不過,您也可以在適合的時候自行設置折扣,或者選擇參與定期的週期優惠。

  • 問:Steam 上的促銷是強制參加的嗎?
    答:不。 我們可能會邀請您參加一些特別的活動或促銷,但不要求您必須參加任何活動。

  • Q: How are discounts approved?
    A: For Curated Promotions, Valve will come to you with an idea for your approval if we think your title is a good fit for one of these promotions.

    For Self-Serve Promotions, once you set up your discount using our Discount tool, then your game will automatically go on sale at the date and time you specified.

    For detailed information about best practices with discounts, see Discounting Best Practices.
  • Q: Can I update a discount?
    A: Yes, if your discount is not yet live, then you can edit or delete it.

    If you would like to adjust your Launch Discount, you can do so by going to your game's landing page and clicking the box next to the launch discount you have entered currently.

    If you would like to change a discount for an upcoming weeklong sale, custom discount or Steam-wide seasonal sale, then you will need to go to the staged discount, delete it and enter a new one.

    1. Navigate to the landing page for the product you intend to discount by selecting the product from your Steamworks home page.
    2. On the landing page, you will see a section of store packages listed near the top. Select the package you wish to discount.
    3. On the package detail page, click 'Edit discounts' in the package pricing section.
    4. Click the Delete button next to the discount you would like to remove.
    5. If you would like to enter a new discount to replace the one you just deleted, you can then click "New Discount"

  • Q: Can I participate in Steam-wide seasonal sale events if my product recently launched?
    A: Generally, you cannot submit a discount within 30 days of release or 30 days from when the launch discount ends. However, if you submitted a launch discount and your product releases within 7 days of a Steam-wide seasonal sale events (like the Steam Summer Sale, for example), Valve can help you extend that introductory launch discount to last through the sale event.

    There are always future opportunities to put your game on discount, so you shouldn't feel pressured to change your release date for the sake of a seasonal sale event.

    If you decide you would like to extend your launch discount so that it lasts through a Steam-wide seasonal sale then please do the following BEFORE YOUR GAME IS RELEASED:
    • Make sure your game's release falls within 7 days of a Steam-wide seasonal sale, if it does not, then this option does not apply to your game.
    • Complete all the necessary steps to releasing your game on Steam. See Release Process for more information.
    • Enter your launch discount.
    • Enter the Steam-wide seasonal sale discount. This can be done by either going to the Apps & Packages drop down menu > Sale Approvals and entering the discount(s) in the correct column, or following the process outlined in the How to Configure section of this documentation. Select the intended Steam-wide seasonal sale in the "Discount Type" dropdown menu.
    • Make sure the launch discount and Steam-wide seasonal sale discount are the same.
    • Submit a ticket and confirm that you would like your launch discount to be extended into the Steam-wide seasonal sale. If we confirm that we can make this adjustment, then go ahead and launch your game on its intended release date.
    • Reply to the ticket once your game has been released as we cannot extend the launch discount prior to the game being released.

  • Q: Can I run a launch discount when transitioning from Early Access to fully released?
    A. You may run a launch discount and participate in the Steam-wide seasonal sales events when transitioning from Early Access to fully released, unless you have increased your product's price within the last 30 days.

    For more information, please see Early Access documentation.

  • Q: How often can I discount my game?
    A: Custom discounts must be spaced at least 6 weeks apart and at least 1 month after the release of your product on Steam. Custom discounts don't affect eligibility for Steam-wide seasonal sale events. Note that the 30-day cool-down for new releases and price increases will still apply for the Steam-wide events.

  • Q: What happens if my discount time period overlaps with another discount?
    A: Overlapping discounts will not get combined. If you do run a custom discount back-to-back to another sale, we do ask you to offer the same discount percentages.