Steamworks Documentation
Themed Sales Events
We occasionally organize themed sales events designed to showcase certain categories of games. These events will have specific criteria for eligibility, and a process of invitation, registration, and discounting. Each of these sales will be promoted on the homepage of Steam and organized into sub-categories relevant for each event.

Here is more information on how these events will work.

Themed Sales Eligibility & Invitation Process

Each themed sale event has different eligibility built around the core theme of the event. The description should give you a pretty good idea of what games will be included in the event, usually determined by the primary mechanic of the game. For each event, we will be selecting and inviting eligible games where the primary theme or mechanic of the game is in alignment with the theme of the sale.

Selection process
  1. Our selection team will start by pulling a list of games with the related tags applied to them. To make sure your game is considered for invitation to a themed sale, please make sure the store tags on your game are both truthful as to the content of your game and match the theme of the sale you are considering. For example, to be considered for the Racing sale, games need to have the racing tag applied to their game store page. To be considered for the JRPG sale, a game must have the JRPG tag.
  2. Some games have a particular mode, or portion of the game that matches a theme. However, in order to be eligible, a game must be mostly about the theme above. For example, an adventure game with a racing mini-game in it is not eligible for the Racing Sale. So, our selection team will be filtering out games that are not built around the primary theme of the sale.
  3. From the resulting list of eligible games, we will be sending email invitations to the developers associated with each game. This will go to users with "Receive Steamworks Communication" permissions set in Steamworks.
  4. Developers will have typically a month or more to register for the event and enter any desired discounts.

Event Visibility & Promotion

These themed sales will be promoted on the homepage of Steam and on a dedicated sale page for the duration of the event. The event may also be promoted through Steam social media channels and in the pop-up marketing message. Event visibility can depend on the current schedule of Steam promotions, but some examples of possible marketing visibility include:

Steam Home Page TakeoverUpdates and Offers
Home Page TakeoverUpdates and Offers
Sale PageTakeunder Banner
Sale PageTakeunder Banner
Steam SocialProduct Page Banner
Steam SocialProduct Page Banner
Marketing Message
Marketing Message

Game Visibility Within Each Event

Each themed event will be organized into sub-sections relevant for the theme. Some games may fit neatly into multiple of those sub-sections while other games may only logically fit into a single subsection. We'll do our best to balance the event and ensure that most games have a few logical sections where players would expect to find the game.

Within each section of the sale page, games may be sorted in ways based on player interest and popularity, while other sections may be more random.

We cannot guarantee specific featuring or positions within each event.

Frequently Asked Questions

Q. I don't see a themed sale that applies to my game. How can I participate?
A. Don't worry if you don't see a theme or genre that matches your game here - we'll be hosting more of these throughout the year to shine a light on many of the interesting themes and genres prevalent on Steam.

Q. My game would fit neatly into more than one of these sales. How do I choose?
A. You'll need to pick the right event based on your game and the timing that works best for your plans. In some cases your game may be eligible to participate in more than one sale without conflict. In other cases, you'll have to choose between two events that are close together.

Q. My game should be a fit for a themed sale. How do I make sure I get an invitation?
A. First, check the theme of the sale and make sure your game is tagged with relevant tags. For example, games for the "Racing Sale" will be selected from games tagged with "Racing". Second, make sure your account has 'Receive Steamworks Communication' permission within your Steamworks partner account.

Q. How do I get an invite if my game got missed?
A. If invitations have already gone out and you didn't receive one for a game that should fit in an upcoming sale, please contact us here.

Q. Can I participate in a themed sale with my unreleased game?
A. Each themed sale may function a little differently, but for the most part they are reserved for released games that are choosing to discount during the event. But keep an eye out for specific information on each event, as some may contain opportunities for showcasing upcoming games as well.

Q. Will there be a place for players to discover games with playable demos?
A. There may be a demo section in some of the themed sale pages, but it is generally not the emphasis of these events and it may depend on how many participating games have demos available.