adWMG Expands to Offer PC Player Acquisition for Steam Games

by ExchangeWire PressBox on 10th Apr 2025 in News

adWMG is excited to announce an expansion of its product line, now offering targeted user acquisition services for Steam game advertisers. With the growing demand for effective and impactful marketing strategies in the gaming industry, adWMG is proud to extend its expertise in programmatic advertising to help Steam publishers drive visibility and grow their user base.

Steam, the world’s leading PC gaming platform with over 120 million active users and billions in annual sales, is a crucial space for game developers. However, with thousands of games vying for attention, simply launching a game on Steam is no longer enough to guarantee success. Game publishers must strategically stand out in a crowded marketplace to drive visibility, attract players, and boost downloads. This is where adWMG comes in, offering a sophisticated, data-driven approach to PC player acquisition through web-based programmatic advertising.

Gamers are everywhere—your ads should be too: While Steam serves as the destination for millions of gamers, players are scattered across numerous online communities, reading game reviews, engaging in forums, browsing gaming news, and exploring tech blogs. To ensure your game is seen by the right players, Steam publishers must tap into relevant digital spaces beyond the Steam platform. adWMG enables publishers to extend their reach by using demand-side platforms (DSPs) to serve targeted ads in real-time, across thousands of gaming-related websites, enthusiast blogs, hardware reviews, and more.

Building a strategy around relevance: Right place, right time, right message

For an acquisition campaign to succeed, it must focus on three key pillars:

Right place: Through DSPs, adWMG ensures ads are placed on highly relevant gaming and tech websites where gamers are already engaged.
Right time: adWMG helps publishers sync campaigns with major events such as Steam sales, game updates, and seasonal milestones, ensuring that your game gets noticed when players are most likely to act.
Right message: Tailored creatives that speak directly to gamers' interests and desires—whether it's the thrill of competitive gameplay, the allure of immersive storytelling, or innovative game mechanics—are at the core of adWMG’s strategy.

Dynamic, visually striking ads and HTML5 creatives are optimised to drive high engagement and click-through rates. Plus, continuous creative testing ensures that campaigns evolve for maximum impact.

Steam’s marketplace is expansive—but competitive: With Steam generating over USD$10bn (£7.7bn) annually, the marketplace is vast, but the competition is fierce. To rise above the noise, publishers need a data-driven user acquisition strategy that leverages targeted programmatic ads. Simply having a great game isn’t enough—you need to ensure that the right players are aware of it and motivated to play.

By using adWMG's targeted web ad services, Steam game publishers can effectively cut through the noise, reaching the right audience at scale and positioning their game for success in a crowded digital marketplace.

Strategy wins visibility: In today’s fragmented digital landscape, relying on organic Steam visibility is no longer sufficient. To maximise player acquisition and growth, Steam game publishers must adopt programmatic ad campaigns that leverage behavioural data and precise audience targeting. adWMG’s expert team helps brands deliver relevant ads to players who have shown intent, interest, and potential to convert.

At the end of the day, the most successful games are not just the best built—they are the best promoted. With adWMG's programmatic web advertising services, Steam game publishers can now introduce their games to the right players, even before they ever open Steam.

adWMG is thrilled to support publishers in navigating this competitive space and driving engagement, awareness, and growth for their Steam games.