A talk on TGDF 2019. This talk is seperated into 3 parts, from the overview of "Bundle" of Steam system to what's different between normal bundle and a multi-team bundle. Along with a case study, sharing that how we gathered other 6 teams to launch the "Taiwanese Indie Game Bundle" together, and what kind of problem we overcame. You can find more information of 18Light on https://18light.cc/en/ Or contact me via pineapple@18light.cc

1. How to Publish a
Multi-Team Bundle on Steam
PineApple Kao
at TGDF 2019

2. Hi there!
I am PineApple Kao
Business Development of 18Light Game Ltd.
Find me at twitter: @PineAppleKao
e-mail: pineapple@18light.cc

3. Hi there!
I am PineApple Kao
Previous: Brand Development of Yoctol Info.
Previous: Vice Coordinator of HITCON Community
Find me at twitter: @PineAppleKao
e-mail: pineapple@18light.cc

4. Outline
STEAM BUNDLE
OVERVIEW
➔ Two different
types of bundle
➔ How the price be
calculated
➔ Store Settings

5. Outline
MULTI-TEAM
BUNDLE
➔ How to start a
multi-team
bundle project
➔ What should you
prepared
STEAM BUNDLE
OVERVIEW
➔ Two different
types of bundle
➔ How the price be
calculated
➔ Store Settings

6. Outline
MULTI-TEAM
BUNDLE
➔ How to start a
multi-team
bundle project
➔ What should you
prepared
STEAM BUNDLE
OVERVIEW
➔ Two different
types of bundle
➔ How the price be
calculated
➔ Store Settings
“TAIWANESE INDIE
GAME BUNDLE”
➔ The analysis
and discussion
before beginning
➔ Project timeline
➔ Be confronted
with difficulties

7. 1.
Steam Bundle
Overview

8. Two types of
“Bundle”
Complete the Set Purchase Together
Collect those items you don’t
have in your library before.
Only available if you don’t have any
of the items in your library.
Floating price Fixed price
Cannot be purchased as a gift Can be purchased as a gift

9. Two types of
“Bundle”
Complete the Set Purchase Together
Collect those items you don’t
have in your library before.
Only available if you don’t have any
of the items in your library.
Floating price Fixed price
Cannot be purchased as a gift Can be purchased as a gift

10. Two types of
“Bundle”
Complete the Set Purchase Together
Collect those items you don’t
have in your library before.
Only available if you don’t have any
of the items in your library.
Floating price Fixed price
Cannot be purchased as a gift Can be purchased as a gift

11. Two types of
“Bundle”
Complete the Set Purchase Together
Collect those items you don’t
have in your library before.
Only available if you don’t have any
of the items in your library.
Floating price Fixed price
Cannot be purchased as a gift Can be purchased as a gift

12. Pricing issue
▪ Setting the “discount percentage” of you bundle:

13. Pricing issue
▪ Setting the “discount percentage” of you bundle:
▫ You can only set ONE percentage for a bundle,
which means you couldn’t set different discount
percentage for different items.

14. Pricing issue
▪ Setting the “discount percentage” of you bundle:
▫ You can only set ONE percentage for a bundle,
which means you couldn’t set different discount
percentage for different items.
▫ Might be a focusing issue when launching a
multi-team bundle.

15. Pricing issue
▪ Setting the “discount percentage” of you bundle:
▫ You can only set ONE percentage for a bundle,
which means you couldn’t set different discount
percentage for different items.
▫ Might be a focusing issue when launching a
multi-team bundle.
▫ Discount will be applied to the total price based on
what you don’t have in your library already and
whether the items are on sale or not.

16. Pricing issue
For example...
Game A $10 Already bought Already bought Already bought
Game B $10 Game B $10 Game B $5 Game B $5
Game C $15 Game C $15 Game C $15 Not Available
Price of items: $35
Discount: -20%
Total price: $28
Price of items: $25
Discount: -20%
Total price: $20
Price of items: $20
Discount: -20%
Total price: $16
Price of items: $5
Discount: -20%
Total price: $4

17. Pricing issue
For example...
Game A $10 Already bought Already bought Already bought
Game B $10 Game B $10 Game B $5 Game B $5
Game C $15 Game C $15 Game C $15 Not Available
Price of items: $35
Discount: -20%
Total price: $28
Price of items: $25
Discount: -20%
Total price: $20
Price of items: $20
Discount: -20%
Total price: $16
Price of items: $5
Discount: -20%
Total price: $4

18. Pricing issue
For example...
Game A $10 Already bought Already bought Already bought
Game B $10 Game B $10 Game B $5 Game B $5
Game C $15 Game C $15 Game C $15 Not Available
Price of items: $35
Discount: -20%
Total price: $28
Price of items: $25
Discount: -20%
Total price: $20
Price of items: $20
Discount: -20%
Total price: $16
Price of items: $5
Discount: -20%
Total price: $4

19. Pricing issue
For example...
Game A $10 Game A $10 Already bought Already bought
Game B $10 Game B $10 Game B $5 Game B $5
Game C $15 Game C $15 Game C $15 Not Available
Price of items: $35
Discount: -20%
Total price: $28
Price of items: $25
Discount: -20%
Total price: $20
Price of items: $20
Discount: -20%
Total price: $16
Price of items: $5
Discount: -20%
Total price: $4

20. Pricing issue
For example...
Game A $10 Already bought Already bought Already bought
Game B $10 Game B $10 Game B $5 Game B $5
Game C $15 Game C $15 Game C $15 Not Available
Price of items: $35
Discount: -20%
Total price: $28
Price of items: $25
Discount: -20%
Total price: $20
Price of items: $20
Discount: -20%
Total price: $16
Price of items: $5
Discount: -20%
Total price: $4

21. Pricing issue
For example...
Game A $10 Already bought Already bought Already bought
Game B $10 Game B $10 Game B $5 Game B $5
Game C $15 Game C $15 Game C $15 Not Available
Price of items: $35
Discount: -20%
Total price: $28
Price of items: $25
Discount: -20%
Total price: $20
Price of items: $20
Discount: -20%
Total price: $16
Price of items: $5
Discount: -20%
Total price: $4

22. Pricing issue
For example...
Game A $10 Already bought Game A $10 Already bought
Game B $10 Game B $10 Game B $10 Game B $5
Game C $15 Game C $15 Game C $15 Not Available
Price of items: $35
Discount: -20%
Total price: $28
Price of items: $25
Discount: -20%
Total price: $20
Price of items: $20
Discount: -20%
Total price: $16
Price of items: $5
Discount: -20%
Total price: $4

23. Pricing issue
For example...
Game A $10 Already bought Already bought Already bought
Game B $10 Game B $10 Game B $10 Game B $5
Game C $15 Game C $15 Game C $15 Not Available
Price of items: $35
Discount: -20%
Total price: $28
Price of items: $25
Discount: -20%
Total price: $20
Price of items: $20
Discount: -20%
Total price: $16
Price of items: $5
Discount: -20%
Total price: $4

24. Pricing issue
For example...
Game A $10 Already bought Already bought Already bought
Game B $10 Game B $10 Game B $5 Game B $5
Game C $15 Game C $15 Game C $15 Not Available
Price of items: $35
Discount: -20%
Total price: $28
Price of items: $25
Discount: -20%
Total price: $20
Price of items: $20
Discount: -20%
Total price: $16
Price of items: $5
Discount: -20%
Total price: $4
-50%

25. Pricing issue
For example...
Game A $10 Already bought Already bought Already bought
Game B $10 Game B $10 Game B $5 Game B $5
Game C $15 Game C $15 Game C $15 Not Available
Price of items: $35
Discount: -20%
Total price: $28
Price of items: $25
Discount: -20%
Total price: $20
Price of items: $20
Discount: -20%
Total price: $16
Price of items: $5
Discount: -20%
Total price: $4
-50%

26. Pricing issue
For example...
Game A $10 Already bought Already bought Game A $10
Game B $10 Game B $10 Game B $5 Game B $10
Game C $15 Game C $15 Game C $15 Game C $15
Price of items: $35
Discount: -20%
Total price: $28
Price of items: $25
Discount: -20%
Total price: $20
Price of items: $20
Discount: -20%
Total price: $16
Price of items: $5
Discount: -20%
Total price: $4
-50%-50%

27. Pricing issue
For example...
Game A $10 Already bought Already bought Already bought
Game B $10 Game B $10 Game B $5 Game B $10
Game C $15 Game C $15 Game C $15 Game C $15
Price of items: $35
Discount: -20%
Total price: $28
Price of items: $25
Discount: -20%
Total price: $20
Price of items: $20
Discount: -20%
Total price: $16
Price of items: $5
Discount: -20%
Total price: $4
-50%-50%

28. Pricing issue
For example...
Game A $10 Already bought Already bought Already bought
Game B $10 Game B $10 Game B $5 Game B $5
Game C $15 Game C $15 Game C $15 Game C $15
Price of items: $35
Discount: -20%
Total price: $28
Price of items: $25
Discount: -20%
Total price: $20
Price of items: $20
Discount: -20%
Total price: $16
Price of items: $5
Discount: -20%
Total price: $4
-50% -50%-50%

29. Pricing issue
For example...
Game A $10 Already bought Already bought Already bought
Game B $10 Game B $10 Game B $5 Game B $5
Game C $15 Game C $15 Game C $15 Not Available
Price of items: $35
Discount: -20%
Total price: $28
Price of items: $25
Discount: -20%
Total price: $20
Price of items: $20
Discount: -20%
Total price: $16
Price of items: $5
Discount: -20%
Total price: $4
-50% -50%-50%

30. Pricing issue
For example...
Game A $10 Already bought Already bought Already bought
Game B $10 Game B $10 Game B $5 Game B $5
Game C $15 Game C $15 Game C $15 Not Available
Price of items: $35
Discount: -20%
Total price: $28
Price of items: $25
Discount: -20%
Total price: $20
Price of items: $20
Discount: -20%
Total price: $16
Price of items: $5
Discount: -20%
Total price: $4
-50% -50%-50%

31. Bundle Setting
▪ Create a new bundle and enter all the necessary
informations, such as bundle name, discount percentage
and bundle type.
▪ Select packages which you’d like to add into your bundle.
▪ Complete your store page by adding graphical assets and
bundle description.
▪ Push the changes out to public server on “Publish” tab.
▪ Preview your bundle and “Set Live!” when everything’s
well prepared.

32. 2.
Multi-Team Bundle
On Steam

33. “ Most of the rules are same as
normal bundle. The only difference
is that we cannot launch a multi-
team bundle by ourselves.

34. Then...
What should we do?

35. 1. Go to the bundle admin to create a new bundle.
2. Add marketing description text.
3. Upload capsule images in the dimensions described by the tool.
4. Enter the bundle Discount and Type.
After these steps are done,
write an email to steampublish@valvesoftware.com
and add the other game's publishers to the email thread.
Then...
What should we do?

36. 1. Go to the bundle admin to create a new bundle.
2. Add marketing description text.
3. Upload capsule images in the dimensions described by the tool.
4. Enter the bundle Discount and Type.
5. Add your own game.
After these steps are done,
write an email to steampublish@valvesoftware.com
and add the other game's publishers to the email thread.
Then...
What should we do?

37. 1. Go to the bundle admin to create a new bundle.
2. Add marketing description text.
3. Upload capsule images in the dimensions described by the tool.
4. Enter the bundle Discount and Type.
5. Add your own game.
After these steps are done,
write an email to steampublish@valvesoftware.com
and add the other game's publishers to the email thread.
Then...
What should we do?

38. 1. Go to the bundle admin to create a new bundle.
2. Add marketing description text.
3. Upload capsule images in the dimensions described by the tool.
4. Enter the bundle Discount and Type.
5. Add your own game.
After these steps are done,
write an email to steampublish@valvesoftware.com
and add the other game's publishers to the email thread.
Then...
What should we do?

39. 3.
The “Taiwanese Indie
Game Bundle”

40. At first……
The idea of gathering some Taiwanese team to
launch a bundle of exquisite games developed in
Taiwan came to us…

41. At first……
The idea of gathering some Taiwanese team to
launch a bundle of exquisite games developed in
Taiwan came to us…
“But will this really work?” said my colleague.

42. Hardly did people publish their
bundle with a nationality theme...
(´ ; ω ; `)
After these steps are doneㄅ
write an email to
steampublish@valvesoftware.com
and add the other game's
publishers to the email thread.
So we began survey
and found that...

43. Hardly did people publish their
bundle with a nationality theme...
(´ ; ω ; `)
→ Almost no reference and we must
discuss every detail.
After these steps are doneㄅ
write an email to
steampublish@valvesoftware.com
and add the other game's
So we began survey
and found that...

44. Hardly did people publish their
bundle with a nationality theme...
(´ ; ω ; `)
→ Almost no reference and we must
discuss every detail.
After these steps are doneㄅ
write an email to
steampublish@valvesoftware.com
and add the other game's
So we began survey
and found that...

45. IMAGINATIONS!!! 🌈🌈
“Taiwanese Indie Game Bundle”
The topic has already been decided. Then…

46. IMAGINATIONS!!! 🌈🌈
“Taiwanese Indie Game Bundle”
The topic has already been decided. Then…
➔ Who might be interest in this?
➔ Why might they pay?
➔ What might they like in the bundle?

47. IMAGINATIONS!!! 🌈🌈
“Taiwanese Indie Game Bundle”
The topic has already been decided. Then…
➔ Who might be interest in this?
◆ Taiwanese players who are willing to support
Taiwanese indie teams.
◆ Overseas players who are curious about
Taiwanese culture and games.
➔ Why might they pay?
➔ What might they like in the bundle?

48. IMAGINATIONS!!! 🌈🌈
“Taiwanese Indie Game Bundle”
The topic has already been decided. Then…
➔ Who might be interest in this?
➔ Why might they pay?
◆ Supporting purpose: Teams in the project are
worthy to stimulate and suitable for the theme.
◆ Experiment purpose: Games are nice enough and
having Taiwanese features.
➔ What might they like in the bundle?

49. IMAGINATIONS!!! 🌈🌈
“Taiwanese Indie Game Bundle”
The topic has already been decided. Then…
➔ Who might be interest in this?
➔ Why might they pay?
➔ What might they like in the bundle?
◆ Games with a variety of styles. To satisfying target
players’ demands, diversity definitely is a keypoint!
◆ Games or teams with enough fames and
popularities based in “Taiwan”.

50. IMAGINATIONS!!! 🌈🌈
“Taiwanese Indie Game Bundle”
The topic has already been decided. Then…
➔ Who might be interest in this?
➔ Why might they pay?
➔ What might they like in the bundle?
➔ Affordable price is also important, so there should not
be too much packages in one bundle.

51. IMAGINATIONS!!! 🌈🌈
“Taiwanese Indie Game Bundle”
The topic has already been decided. Then…
➔ Who might be interest in this?
➔ Why might they pay?
➔ What might they like in the bundle?
➔ Affordable price is also important, so there should not
be too much packages in one bundle.

52. A complex idea can be
conveyed with just a
single still image,
namely making it
possible to absorb large
amounts of data
quickly.

54. Project timeline

55. Project timeline
2018/09
Start proposal
to other teams

56. Project timeline
2018/09
Start proposal
to other teams
2018/11
First project
meeting

57. Project timeline
2018/09
Start proposal
to other teams
2018/11 2018/12
First project
meeting
Change discount
percentage

58. Project timeline
2018/09
Start proposal
to other teams
2018/11 2018/12 2019/01
First project
meeting
Change discount
percentage
Finally decided
launching date

59. Project timeline
2018/09
Start proposal
to other teams
2018/11 2018/12 2019/01 2019/02
First project
meeting
Change discount
percentage
Finally decided
launching date
Launching!

60. Project timeline
2018/09
Start proposal
to other teams
2018/11 2018/12 2019/01 2019/02
First project
meeting
Change discount
percentage
Finally decided
launching date
Launching!
Within a week before the
publication, some serious
situations occurred….

61. Probleeeeeeeems
(T_T)/
➔ Free game couldn’t be displayed correctly in
multi-team bundle. Therefore there were 2 games
had the issue.

62. Probleeeeeeeems
(T_T)/
➔ Free game couldn’t be displayed correctly in
multi-team bundle. Therefore there were 2 games
had the issue.
◆ Within a week before our scheduled publishing
date, it’s almost not possible to redo all capsule
image, text and press.
◆ Therefore, after discussions with those 2 teams
and others, we kept the images but added
annotations to all the documents to explain it.

63. Probleeeeeeeems
(T_T)/
➔ After Steam Staff take over the admin of your bundle,
you cannot modify anything by yourself again.

64. Probleeeeeeeems
(T_T)/
➔ After Steam Staff take over the admin of your bundle,
you cannot modify anything by yourself again.
◆ This could be a very serious problem because if
there’s anything wrong in your description or
image, you won’t be able to fix them immediately.
◆ Steam Staff reply to our mails at a average rate
3-5 days.
◆ Try to make everything perfect before contacting
Steam Staffs will be the best solution.

65. Probleeeeeeeems
(T_T)/
➔ Launching time couldn’t be scheduled.

66. Probleeeeeeeems
(T_T)/
➔ Launching time couldn’t be scheduled.
◆ We found on 2/21 that our bundle are launched,
but the expected date is 2/28. Something went
wrong.
◆ Although we reported the situation at the same
time we noticed, it didn’t help.
◆ This will probably not be solved anyway. Therefore,
not to write mails to them too early! Or at least be
well prepared to face this condition.

67. Thanks!
Find me at twitter: @PineAppleKao
e-mail: pineapple@18light.cc