Zukowski emphasizes that the developer's relationship with Valve changes overnight. Gabe Newell needs sales, not just additions to the wishlist.
Gabe can't buy yachts with wishlists. After launching a hit, you'll have a huge number of them. Gabe will need you. Now you have power... suddenly you become like a little goblin with the magical power to turn straw into gold. And Gabe needs you to turn those wishlists into gold. He needs gold. He'll say to you, \"Oh my god, please spin gold out of these wishlists.\" And that's your job. He can't do it for you.
The secret to transformation is simple: discounts. Data shows that successful PC games sell best when participating in promotions once or twice a month. Valve encourages hits with exclusive tools, "daily deals" or weekend promotions. One of the developers admitted: "Every day of my weekend sale brought in more money than the launch."
Now the expert advises to maintain the life of the "golden goose" through DLC, festivals and bundles. Players are willing to spend money on their favorite projects if they are given a reason, and Valve will help those who have already gained momentum.