Agenda

The discovery ecosystem is chaotic, misunderstood, and unforgiving. Most games sink without a trace; not because they're bad, but because developers are still using a 2010s playbook on how platforms and media actually work. Ichiro Lambe is a 30 year industry veteran who founded one of the longest-running indie studios, Dejobaan Games, and was recruited by Valve to help improve discovery on Steam. He'll deconstruct the sales funnel, reframe the roles of media and platforms, and provide a concrete, iterative framework for making your game seen, understood, and desired. You will leave knowing how to test your messaging, align with the real goals of games media, and engineer every part of your store page—from its name to its trailer—to command attention in a marketplace of 130,000+ games.

Takeaway

You'll gain an understanding of the 2020s discovery ecosystem and a framework for improving your game's visibility in a saturated market, including how to position your game for top-of-funnel traction, align with games media incentives, and iterate on your store page to convert interest into wishlists, purchases, and long-term engagement.

Intended Audience

This session is for developers, producers, and marketers working on PC games, who want to navigate the modern discovery ecosystem. It's especially relevant to small and mid-sized studios without dedicated marketing teams, but who still need their games to compete for visibility across storefronts, media, and social platforms.