Finishing a game doesn't mean you're ready to hit publish. A store page, screenshots, and pricing require a different kind of preparation than development itself, and skipping that step can leave even a genuinely good game unnoticed. This guide walks through what to check before launching your first game on itch.io or Steam.
Pick a platform first: itch.io vs Steam
itch.io is free and instant to publish on with no review process, making it a good fit for a first game or a game jam entry you want out in the world quickly. Pricing is entirely up to you, including "pay what you want." Steam, on the other hand, has a listing fee and requires a review process and store page prep time, but reaches an incomparably larger audience. Many first-time developers launch on itch.io to gauge reaction before preparing a Steam release.
| Item | itch.io | Steam |
|---|---|---|
| Listing cost | Free | Per-game fee (recoupable on conditions) |
| Review | None, instant publish | Content review + waiting period |
| Reach | Small to medium | Very large |
| Revenue split | Developer sets the rate | Fixed platform cut |
| Pricing model | Fixed / pay what you want | Fixed price + sales |
| Fit for a first launch | High (fast feedback) | Needs prep time |
Store page assets to prepare
- 1. Screenshots4-6 images of actual gameplay. Real gameplay moments convert better than a static title screen.
- 2. A short pitchThe genre and core hook should be clear within the first sentence or two - a reader should know "what kind of game this is" immediately.
- 3. A trailer or GIFA short gameplay clip or GIF noticeably increases time-on-page and conversion compared to screenshots alone.
- 4. System requirements and controlsNote whether it's keyboard/mouse or controller-supported, and list minimum specs up front.
Final checks before launch
- Has the build actually been run on someone else's machine (ideally more than one spec)?
- Is there a channel ready for bug reports and feedback (Discord, email, comments)?
- If you've set a price, can you justify it against similarly scoped games?
- Have you re-checked that every asset's license permits commercial distribution? See the free assets and licensing guide for details.
What to watch right after launch
The first few days after release are when most of the initial reaction and bug reports arrive. Be ready to ship a quick patch if a critical bug turns up, and prioritize any feedback that keeps repeating across players. For a small game especially, word of mouth from those first few players has an outsized effect on everything that follows.
If you still need icons or thumbnail images for your store page, browse pixel image picks or use the image resize tool to fit them to your store's required dimensions.
Frequently asked questions
Should a first game go on itch.io or Steam?
For a first release, many devs publish on itch.io first - no review, no fee - to gauge reaction and catch bugs, then prepare a Steam release once they're confident about scaling up. Launching on both at once is also fine.
How much does a Steam release cost?
There's a per-game listing fee (the Steam Direct fee), which is recoupable once you pass a sales threshold. The exact amount and policy change often, so check the current terms in the Steamworks documentation.
When should I set the release date?
Avoid weeks crowded with big releases and major sale periods for better visibility. On Steam, the standard move is to put the store page up at least two weeks ahead to gather wishlists before launching.
Related guides: Free assets and licensing · Choosing a game engine · Adding game feel