Discounting
Also said as Sale, Launch discount, Steam sale
Selling for less for a while to reach people who would not pay full price. Expect many of your copies to sell at a discount, and plan for it.
It finds buyers you would otherwise never reach, with no cost per copy. Done too deep and too often, it teaches your fans to wait. Steam's rules, checked November 2026: discounts run from 10% to 95%, a launch discount cannot exceed 40%, there must be 30 days between discounts outside seasonal sales, and 20% or more triggers wishlist emails.
Say it
“Launch at 10% off for two weeks, then no sale for three months. Never go past 50% in the first year. Those who paid full price at launch should not feel foolish a month later.”
Not to be confused with price cut
A discount is temporary and ends on a date. A price cut is permanent, and players who bought last week will notice.