Dev spent $5000 on Reddit Ads for a game

A developer just spent $5,000 testing different campaign types on Reddit to get his game wishlisted, and the results are... interesting.

Why Focus on Wishlists? #

First, why focusing on trying to get your game wishlisted?

1. Steam Algorithm Benefits

   • Higher wishlist numbers improve Steam visibility
   • Getting past 10 reviews quickly boosts visibility
   • As one developer noted: "If you don't play the wishlist game, you're dooming your game to fail"

2. Conversion Expectations

   • About 10% of wishlists convert to sales in the first year
   • Some developers report up to 10% conversion in just the first two weeks
   • For a $15 game, you need 500-1000 wishlists from a $450 campaign to break even

3. User Behavior Reality

   • Many users treat wishlists as a "reminder system"
   • Some wait for deep discounts (often sub-$5)
   • Others maintain 200+ wishlisted games with no immediate purchase intent
   • Mobile users often don't convert due to Steam login friction

First, let me explain the abbreviations used in these campaign metrics:

Now The Numbers #

• Impressions: The number of times your ad was shown to Reddit users
• Clicks: How many times users clicked on your ad
• eCPM (effective Cost Per Mille): The cost you pay per 1,000 impressions
• CPC (Cost Per Click): The average cost you pay each time someone clicks your ad
• CTR (Click-Through Rate): The percentage of people who clicked your ad after seeing it (Clicks ÷ Impressions × 100)

1. Brand Awareness Campaign (1 week)

• Impressions: 287,745
• Clicks: 685
• eCPM: $3.61
• CPC: $1.52
• CTR: 0.238%
• Amount Spent: $1,039.70

Our Take: Most developers felt this was too expensive. Getting 600 clicks for $1,000 is hard to justify, as it might only convert to 100-200 wishlists.

2. Video Views Campaign (1 week)

• Impressions: 354,716
• Clicks: 1,278
• eCPM: $9.87
• CPC: $2.74
• CTR: 0.360%
• Amount Spent: $3,500

Our Take: The most expensive and least effective campaign. At $2.74 per click, you'd need an unusually high conversion rate to make this profitable.

3. Conversion Campaign (2 days)

• Impressions: 755,018
• Clicks: 3,099
• eCPM: $0.59
• CPC: $0.14
• CTR: 0.410%
• Amount Spent: $448.67

Our Take: This was seen as the only potentially viable approach. At $0.14 per click, if we could get 500-1000 wishlists from the 3,000 clicks, it could be worth the investment.

Overall, worth it? #

Was it worth it? Well, if you can nail the conversion-focused campaign approach, you might be onto something. But wishlists are tricky beasts. Some users are genuine future buyers, while others are just discount hunters or accidental ads clickers.

While wishlists can boost your game's visibility and long-term success, smart spending is key. Focus on campaigns that give you the most bang for your buck, and always keep those conversion rates in perspective. Starts with a small amount, and see how it converts.