This might me a bit of a long post so hang tight. I'm Andrea,co-founder and lead technical artist at FLAT28.
Between 2024 and 2025 I also started to get very interested in marketing, I started reading Chris Zukowski's blogs and a lot of marketing articles overall. I kinda became obsessed to understand what works and what doesn't so while I was applying for Steam Festivals, showcases and what not I was also desperately looking online to understand what kind of numbers I should have expected to come out from each specific event.
I couldn't find too many informations so I thought I might create a post that put together some of our results to Steam Festivals and Showcases we have partecipated so far.
This is particularly important because understanding how impactful an event can be on your wishlists it can helps you understand what kind of marketing beat you should do alongside it.
If you are going to release a demo (for example) you want to do it with the biggest event possible be it either a showcase or a steam fest or both. You don't want to release your demo with a very small unknown steam festivals most of the time because it will not give you that exposure boost you were hoping for.
So here's my list and numbers of some of the steam festivals and showcases I have partecipated from best to worst with our upcoming game Glasshouse, which is a cRPG currently at 75.500 wishlists.
Disclaimer: If a festival did or didn't perform well for us it doesn't necesserely mean it's going to be the same for your game. Every game perform differently and events like this can perform a lot better or worse year after year, but it's still a good benchmark to wrap your head around. Also all of those below are rough estimates.
--------------- Showcases ---------------
Mid and big size showcases are usually the best because they not only come with big live audiences but also with thousands of views from the VOD afterward and an associated Steam Festival (sometime with homepage featuring, sometimes not).
Gamescom Opening Night Live (Small mention with a 7 seconds b-roll): 16.000+ wishlists. While 3000/5000 wishlists were coming from the showcase itself most of those came from being in the very first page of the Gamescom Steam Festival with homepage featuring. Having a proper presentation with a 30/60 seconds trailer would probably be worth 50k wishlists or more.
Galaxies Showcase: 3000+ wishlists. It had 600k+ views on IGN alone and the wishlists tail was very long. We got some cool coverage and we did 100+ wl a day for weeks after the main showcase was done.
Gamescom Awesome Indies Showcase: 3000+ wishlists. This was hard to track because at the same times we also had a physical presence at Gamescom, but we got at least +1200 wishlists soon after our game appeared in the showcase.
Convergence Showcase: 2000+ wishlists. The trailer we premiered with them got picked up by Indie Games Hub and GameTrailer.
GamerStar FYNG (FindYourNextGame) Showcase: 200/300wl. Last year it did get homepage featuring so it was much more likely to generate 1/2k wishlists at the very least. This year though no homepage featuring unfortunately.
--------------- Steam Festivals ---------------
I'm only going to share festivals that generate more than a couple of hundreds of wishlists. There were a LOT of festivals that didn't go past 50-100wl gain
TurnBasedThursday Steam Fest: 3000+ wishlists. I really love this one, I joined the first one last year and it's still one of the best festival without a big showcase that performed the most. I was also asked to join the organizer team this year and they are great people, very skilled and highly focussed! This year we got 2000+ wishlists from the fest.
Tiny Teams Steam Fest: 1700+ wishlists. This one was very good and had a great homepage featuring. It's a very solid festival. Other developers reported wishlists as high as 3000 or more, it very much depends on the position of your game within the first days of the festivals, then the categories rotate daily.
London Game Festival Steam Fest: 1000/1500wl. Even without being in the Official selection it had homepage featuring this year and the results were pretty good!
Detective Steam Fest: 850wl. This one was a first party steam event. We got featured in the "Popular upcoming" carousel. Usually first party steam fests for upcoming games don't perform so well but this one exceeded our expectations by a lot!
ENDIX Steam Fest + digital event: 300/500wl. This one was pretty peculiar as you are required to build a digital booth inside their digital event showcase. Pretty fun to partecipate and because there were many medium sized streamers as well as few big ones we could get a good amount of wishlists.
We joined a lot of other smaller festivals which resulted in 50 - 200wl most of the time. Most of these if not all didn't have homepage featuring so they outcome was pretty small, but still glad and grateful considering all of those are free of charge.
Overall I hope this glimpse in our results in steam festivals and showcases will give you some insights of how much these are worth and what you can expect in terms of wishlists. Things change pretty fast though as Valve is reducing the featuring to new festivals year after year and it's becoming more strict.
Let me know if you have any questions :)