The launch is not the end: How Beholder: Conductor equalled its launch sales 15 months after release
Once a game is out, its post-release story can seem almost settled. After the launch window, a DLC or major patch might give players a reason to return – but if the team has no plans to keep working on the game, what is left to do except watch the sales taper off? Read more
Fifteen months after its initial release, the indie game Beholder: Conductor experienced a surprising resurgence in sales, matching its launch figures. This turnaround occurred without any new patches, content updates, or marketing material. The game's success can be attributed to a combination of strategic actions taken by its developers.
In the wake of Steam's Daily Deal program, Beholder: Conductor was offered at a steep 70% discount, reducing its US price from $13.99 to $4.19. This deep discount was a first for the developers. Additionally, the game was featured on the Steam Train Fest event front page, aligning perfectly with the game's theme of train travel.
A creator campaign via the marketplace Jestr was also launched, generating significant video content views. The timing of these events was impeccable, with the Daily Deal coinciding with Train Fest, and the creator campaign adding extra exposure beyond Steam. The developers tracked the impact of these promotional efforts through detailed analytics.
Sales spiked dramatically during the campaign period, with 81,088 copies sold in 14 days, compared to 202 copies sold in the prior seven days. This surge was driven by a diverse set of factors working in tandem. The discounted price made the game more accessible, while the festival and creator campaign exposed it to new audiences.
The combination of these factors created a synergistic effect, leading to a significant increase in wishlist additions and subsequent purchases. This successful campaign demonstrates that developers should not neglect games that have already been released. When multiple promotional opportunities arise around a project, leveraging them can breathe new life into older titles and attract fresh interest to the entire series.
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