How to programmatically acquire users for PC game publishers

With over 120 million monthly active users and billions in annual game sales, Steam stands as the world's leading PC gaming platform. However, standing out in this crowded marketplace takes more than just launching a great game. To drive visibility and downloads, publishers need a targeted user acquisition strategy - one rooted in programmatic advertising across the broader web.

Gamers are everywhere - your ads should be too

While Steam is the final destination, your future players are scattered across thousands of websites and online communities. They're reading game reviews, chatting in forums, browsing gaming news and exploring tech blogs. Steam publishers must reach these users where they already are, and that means leveraging the power of web-based programmatic advertising.

By using Demand-Side Platforms (DSPs), publishers can buy ad space in real-time, targeting users based on behaviour, interests and intent. The goal is to serve ads in relevant inventory - websites and environments where gamers are most likely to engage.

Build around relevance: right place, right time, right message

A successful user acquisition campaign hinges on three things:

• Right place: Use DSPs to place ads across gaming-related websites, enthusiast blogs, hardware review sites and more.

• Right time: Sync campaigns with key industry moments - Steam sales, patch releases and seasonal events.

• Right message: Tailor creatives to highlight your game’s core value - whether that’s competitive gameplay, immersive storytelling or genre innovation.

Dynamic, visually appealing banners or HTML5 creatives can help drive higher click-through rates. Creative testing and optimisation should be ongoing throughout the campaign.

Steam’s marketplace is massive but competitive

Steam’s total marketplace is estimated to generate over 10 billion dollars in annual revenue, with thousands of new titles launching each year. The opportunity is massive - but so is the competition. To break through, you need more than just a good game. You need a solid, data-driven acquisition funnel powered by smart programmatic advertising and precise audience segmentation.

Strategy wins visibility

In today’s fragmented media landscape, relying on Steam visibility alone is not enough. Steam publishers must embrace web-based DSP campaigns to target users with intent, interest, and purchase potential. By combining behavioural data with smart ad placements, you can introduce your game to the right players - before they even open Steam.

The games that win aren’t just the best built - they’re the best promoted. And in the Steam ecosystem, programmatic web advertising is one of the most powerful tools publishers have to drive awareness, engagement, and growth.