发行基础：某平台折扣

转载自官方文件。

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折扣

概览

折扣可以是极具价值的工具，有助于扩大受众并延长产品在 Steam 上的寿命。 您可以参加官方特卖活动，并利用折扣工具来推出自己的自定义折扣。

总的来说，我们发现每一个价格点上都有合适的顾客，有效的折扣策略可以促进您的产品在 Steam 上取得长期成功。

和往常一样，此建议是针对各种产品、开发者和顾客的概括，因此请在做决定时考虑到您自己的产品和社区。

配置折扣

所需权限

折扣制定需要相关产品的“管理定价与折扣”权限。 此外，您必须是接受要打折产品收入的 Steamworks 合作伙伴的一员。

配置步骤

1. 请导航至此处新的折扣主面板：（或者选择“应用与程序包”->“折扣管理”）。
2. 您可以在此页面上看到一个表格，列出了您具备定价权限游戏，以及游戏可以参加的所有即将推出的特卖。
3. 只需为每个程序包和活动输入希望采用的有效折扣，并点击页面底部的“保存”按钮即可。

如何编辑折扣

折扣开始前均可进行编辑。 您可以通过访问以前创建折扣所用的同一个主面板 URL 来进行此操作，只需更改想要设置的折扣百分比即可。

如何删除折扣

折扣开始前均可将其删除。 您可以通过访问折扣主面板，在折扣百分比中输入数字 0 来删除折扣。 与您输入折扣时一样点击“保存”，即可删除该折扣。

折扣类型

自助服务

Partners are able to create and manage the following discounts on their own. Any discount set to 20% or greater will automatically trigger email notifications to players with your game on their wishlist. Discounted titles are eligible to appear in various 'specials' sections throughout Steam, based on your game's tags, popularity of your game, and to users that it is recommended.

首发降价优惠

• 您的作品在 Steam 上发行后，首发降价优惠就会开始，您可选择将其安排为 7 到 14 天，到对应日的上午 10 时（PT）结束。 若您选择设置首发折扣，我们通常建议将其设置在 10% 至 15% 之间。 最高降价不超过 40%。 首发降价优惠为可选内容，可在您应用登陆页面上“发行日期”设置附近进行配置。

  整周特惠

  整周特惠从周一上午 10 时（PT）开始，持续 7 天。

  自定义折扣

  您可以配置自己的自定义折扣，以配合特殊活动，比如重大更新或产品发布的周年纪念日。 您可以将自定义折扣安排在下一个日历日开始。

  主题特卖

  Steam 会组织各种主题特卖活动，以展示特定类别的游戏。 这些活动将有特定的资格标准，以及邀请、注册和折扣的流程。 每次特卖都会在 Steam 的主页上进行宣传，并按相关的子类别组织整理。 在此处了解更多。

  季节性特卖

  每年有 4 个重大季节性特卖活动，这些活动对于 Steam 的商店体验有很大的影响力。 我们邀请 Steam 上的所有游戏参加并提供折扣。 这 4 个活动是春季特卖、夏日特卖、秋季特卖和冬季特卖。 在此处了解更多信息。

鉴选折扣

The following discount types are created and managed by Valve. When selecting products to fill these front-page promotional slots, we consider games of all price points and genres. While there aren't exact rules, as a base guideline we tend to focus on the most-played or best-selling games on Steam. If your title qualifies for an upcoming curated slot, we will contact you with details. These promotional slots aren't negotiated for or sold, they're just built around player data. If your game has lots of happy customers and hundreds of thousands of revenue over past few months, feel free to contact us any time to discuss promotion options,

There are three main types of curated promo slots for products. The default discount length for all three promo slots is one week, but we're happy to be flexible with shorter or longer discounts, within our existing discount policies.
 

每日特惠

• 每日特惠产品显示在 Steam 主页上，时长为 24 小时，并于每天上午 10 时（PT）更换。 每日特惠每天有两个或以上栏位， 所使用的艺术作品为标准的 460px x 215px 大小的“形象图片”，并自动从关联的游戏或捆绑包导入。 其折扣持续 7 至 14 天。 在此处了解更多信息。

  周间特惠

  周间特惠将在 Steam 主页上显示，时长 72 小时，从周一上午 10 时（PT）开始到周四上午 10 时（PT）结束。 周间特惠每周有最多六个栏位， 所使用的艺术作品要求使用这里详细列出的自定义资产尺寸，并由 Valve 进行本地化。 周间特惠折扣默认为期一周，但我们可以应发行商的要求，让提供折扣的时间为 3 至 14 天之间的任意天数。

  周末特惠

  周末特惠将在 Steam 主页上显示，时长 96 小时，从周四上午 10 时（PT）开始到周一上午 10 时（PT）结束。 周末特惠每周有最多六个栏位， 且与周间特惠相似，要求使用这里详细列出的自定义资产尺寸，并由 Valve 进行本地化。 周末特惠默认为期一周，但我们可以应发行商的要求，让提供折扣的时间为 4 至 14 天之间的任意天数。

  鉴选特惠视觉效果示例

  以下是 Steam 主页上特惠轮播区的样本展示。 周间特惠及周末特惠的焦点图占据了左侧较大的空间； 每日特惠则位于右侧。 用户可以按页浏览此轮播区，查看鉴选特卖的多个焦点产品，以及按照顾客中当前热门程度有机推荐的其他折扣产品。

  

  免费周末

  免费周末是一种可让顾客暂时访问您游戏的促销。 用户可以免费试玩游戏，但在该时间段结束后就会失去对该游戏的访问权限。 此类活动可策略性地用于某些类型的游戏或情况，且通常伴有折扣，以促使将试玩的玩家转化为付费顾客。 在此处了解更多。

折扣规则

Steam encourages partners to discount their products as best fits their marketing plans and product strategies, but there are several specific discounting rules to keep in mind.

A central motivation for these rules is to increase pricing transparency to customers. In general, we try to improve customer communication by posting discounts on Steam that are either 1) in reference to a base price that has been in place for at least 30 days , or 2) in reference to a bona fide launch price that will be in place for at least 30 days after the conclusion of a special introductory offer.

Steam's specific discounting rules are as follows:

30-Day Price Introduction Cooldown

A product cannot be discounted within 30 days of its release or within 30 days of a price increase in any currency. There is one exception to this rule:

• A Launch Discount is an optional introductory offer which allows a product to be on discount at initial release. Launch Discounts can only be set up prior to a product's release date, not after.

30-Day Discount Cooldown

A product cannot be discounted within 30 days of another discount. There is one exception to this rule:

• 季节性特卖是全 Steam 范围内的特卖活动，例如夏日特卖、秋季特卖、冬季特卖和春季特卖。 Unlike other discount events, these do not have 30-day discount cooldowns, and they're exempt from the 30-day discount cooldown of other non-launch discounts. This means a product can schedule a discount within 30 days of a Seasonal Sale - either before or after - and still join the Seasonal Sale. A few notes on this exception:
  • Only discounts get this exception. Any product on a 30-day Price Introduction Cooldown from a release or a price increase will not get this exception.
  • This exception only applies to the discount events created specifically for the Seasonal Sales, which appear in the Discount Management Dashboard ahead of each sale. If you create your own discount event around the same dates as a Seasonal Sale, that’s okay, but it won’t get these exceptions.
  • 请参见季节性特卖，了解详情和活动时间。

折扣门槛和持续时间

When setting up discounts, the following guidelines apply:

• 在折扣进行期间，或已安排了在未来打折的情况下，无法对产品的基础价格涨价或降价。 请参见定价，了解设置基础价格的更多详情和最佳实践。
• It's not possible to discount a product by less than 10% or more than 95%. Launch discounts in particular cannot exceed 40%.
• It's not possible to create a discount for a product that would result in the price in any currency falling below Steam's Minimum Price Thresholds.
• Discounts cannot run shorter than 1 day or longer than 14 days. Launch discounts in particular cannot run shorter than 7 days or longer than 14 days.
• If your product is included in any bundles, the bundle discount will be applied on top of any individual discounts applied to the bundled packages(s). See Bundles for details.
• Any discount set to 20% or greater can automatically trigger wishlist notifications to players who've wishlisted your game. See Wishlist Notifications for details.

Summary of the Above Rules:

Price Move	Triggers a 30-day cooldown?	Are Steam-wide seasonal sales exempt from this cooldown?	Notes
Price Decrease	No	-	Not possible during active discounts Subject to minimum price thresholds
Price Increase	Yes	No	Not possible during active discounts Not possible within 30-days of product release
Product Release	Yes	No	-
Launch Discount	Yes	Yes	Discount: min 10% / max 40% Duration: min 7-day / max 14-day
Standard Discount (Post Launch)	Yes	Yes	Discount: min 10% / max 95% Duration: min 1-day / max 14-day
Seasonal Sale Discount	No	-	See Seasonal Sales for timing

折扣制定最佳实践

Keep in mind your product's sales decay curve and content offering

• Steam's Sales & Activation reporting has a lot of data, dashboards and downloadable .csv files to help you understand how your players, your sales and your revenue are evolving over time. This can help guide your discount strategy. For instance, it can be tempting to use small discounts in an attempt to climb the Top Sellers list or gain more exposure in the early days of your title, but look carefully at how many customers are purchasing your product at full price before entering a discount. It's important for customers to feel good about their investment, so it's probably best to use discounts once you've settled into the tail of your sales curve. Conversely, an older game in the "long tail" of its lifecycle, but otherwise one with good retention and a robust DLC catalogue, may consider steeper discounts on the base game in the hopes of creating a bigger potential audience for the DLC offerings.

  Stairstep your discounts

  It's typically best to ease into discounting, and increase the level of discount over time. For example, a title might move from 33% to 50% to 66% to 75% and beyond over the course of a year or more. Rushing into a 50% or 75% discount weeks after your launch, or releasing with a very high launch discount, sends a bad message to customers who bought at full price and undermines the value of your title.

  Time discounts to content updates

  When figuring out your discounting plan, try to make as big an event as possible, ideally tying the discount to a content update as well. While the discount can attract interest, it's even better to show you are committed to your community by improving your product with content updates.

  Discount all associated packages (DLC, Deluxe Editions) at the same time

  If your product has multiple editions or DLC, discount them all together. Discounting only part of your product, or putting the base game on sale this week and the Deluxe Edition next week, dilutes your exposure and prevents you from taking advantage of all the network effects of Steam that happen as more users get excited about your product at the same time. You might not want to match the discount on every package. For example, if one DLC is a year old, and the another just came out, it probably makes sense to choose a different discount percentage for each.

注意：折扣叠加
请注意，捆绑包折扣会叠加在捆绑包内各商品的折扣之上。

折扣示例

Here are some common examples of the above discounting rules in action. For these examples, we'll use an imaginary fishing game called Bass Ain't Bitin' 2 and follow it throughout its first year of Early Access to its v1.0 Release.

These examples aren't meant to be prescriptive. As always, partners set their own prices and discounts and are encouraged to hone their approach within the guidelines outlined above. Rather these examples are meant to illustrate how the various discounting rules fit together and interact with each other, and how these interactions will need to be accounted for when planning your price updates and discounts.

Example 1: Early Access Release

• Bass Ain't Bitin' 2 wants to launch into Early Access on November 10. It wants to do this with a launch discount and it also wants to join the Steam Winter Sale, which starts later in the year on December 17. To run both discounts, the game decides to set up a 7-day launch discount from November 10-16. Since there are 30 days in November, the 30-day discount cooldown created by the launch discount will end on December 16, allowing the game to join the Winter Sale discount event that begins on December 17.
  • If Bass Ain't Biting 2 wanted to run a 14-day launch discount instead of a 7-day launch discount, it could do that, but then it wouldn't be able to join the Steam-wide Winter Sale discount event on December 17 (because the 14-discount would end November 23, which is only 23 days before the start of the Dec 17 Winter Sale). Remember, Seasonal Sales are only exempt from normal (non-launch) discount cooldowns.

  Example 2: Joining Multiple Featuring Events with One Discount

  Later next Spring, things are going well and Bass Ain't Bitin' 2 is invited to three featuring events in the month of June! These include a Fishing Fest which runs from June 10-14, an Indie Awards Showcase Event from June 18-20 and a Daily Deal on June 12. To do all this, Bass Ain't Bitin' sets up a single custom discount event to span all three events. It chooses June 10 - 20 with a discount of 20%. This means the game will be featured at a 20% discount in all three featuring events, and the single discount event will only generate one 30-day discount cooldown. This cooldown would begin when the discount ended on June 20 at 10am Pacific and run until July 20 at the same time of day.
  • Suppose in this scenario that the Summer Sale was beginning on June 27. Bass Ain't Bitin' 2 could also join the Summer Sale discount event if it wanted to, because the Summer Sale is exempt from the 30-day cooldown created by custom discount events.
  • Uh oh! Suppose the Fishing Fest needs to be urgently rescheduled to June 1-4. In this case, Bass Ain't Bitin' would need to choose between being on discount for the Fishing Fest or for the Indie Awards Showcase Event. It can't be on discount for both, since the two featuring events would be more than 14 days apart and 14 days is the maximum duration for a custom discount. However, regardless of which one it chooses, It could still be featured in the other at its regular (non-discount) base price and it could still join the Summer Sale discount event on June 27.

  Featuring & Discounts: A lesser known aspect of some featured Store pages, like Themed Fests or Showcase Events, is that a game can be featured in them with any discount event, or even with no discount at all. If a game is ever featured without a discount, that's fine, it'll be featured at its regular base price.
  
  Keep in mind, however, that's it's not possible to be featured at regular (full) price in placements that are specifically for discounts, such as a Weekend Deal or Seasonal Sale.

  Example 3: Price Increase at v1.0 Release

  Bass Ain't Bitin' 2 has had a lot of big updates over its first year of Early Access, and it feels its ready for a price increase to account for all the new content that's been added to the base game. Its v1.0 release date (aka Early Access Graduation) is approaching on October 15, but it also wants to run one last custom discount during the early access window, and it also wants to run another launch discount for the v1.0 Release. How can it manage a price increase, a custom discount, a v1.0 release and a launch discount given the cooldown timers? One potential solution would be the following:
  • On September 1st, Bass Ain't Bitin' 2 sets up a 14-day discount on its current Early Access prices. At the same time, it also announces that it intends to increase prices at the end of this sale. It's always a good idea to announce price increases ahead of time to give your community time to prepare.
  • This discount ends on September 14 and the game immediately raises prices in preparation for the upcoming v1.0 release. This means the 30-day discount cooldown from the custom discount overlaps with the 30-day discount cooldown from the price increase. In effect, the two 30-day discount cooldown timers run at the same time.
  • Then, 30-days later on October 14, both discount cooldowns end. The following day, the game releases into v1.0 on October 15 with a Launch Discount.
  • Alternatively Bass Ain't Bitin' 2 could have just as easily done its price increase 30 days after the end of the launch discount, instead of 30 days before. It could have even increased prices right at V1.0 release, although this third option would have prevented it from running a launch discount due to the 30-day cooldown from the price increase.
  • Ultimately there is no one-size-fits-all solution to discounting. It's important to manage your discounts as best fits each game's unique content, community and marketing plans. More on this in Discounting Best Practices above.

常见问题

• Q: How are Steam curated promotions scheduled? Can we bring ideas to Steam?
  A: Scheduling promotions has typically been a conversation between you and Steam. We may come to you with ideas, and if you feel you have an idea of a unique Curated Promotion, please contact us. But you can also set up your own discounts whenever works best for you, or you can opt into the regular weekly sales.
   
• Q: Are promotions mandatory on Steam?
  A: No. We might invite you to take part in a special event or promotion, but there is nothing that you are required to participate in.
   
• Q: How are discounts approved?
  A: For Curated Promotions, Valve will come to you with an idea for your approval if we think your title is a good fit for one of these promotions.
  
  For Self-Serve Promotions, once you set up your discount using our Discount tool, then your game will automatically go on sale at the date and time you specified.
  
  For detailed information about best practices with discounts, see Discounting Best Practices.
• Q: Can I update a discount?
  A: Yes, if your discount is not yet live, then you can edit or delete it.
  
  If you would like to adjust your Launch Discount, you can do so by going to your game's landing page and clicking the box next to the launch discount you have entered currently.
  
  If you would like to change a discount for an upcoming weeklong sale, custom discount or Steam-wide seasonal sale, then you can simply return to your discounting dashboard and change the percentage you wish for any given discount. To remove a discount, just set the discount percentage to 0%.
   
• Q: How often can I discount my game?
  A: Custom discounts must be spaced at least 30 days apart and at least 30 days after the release of your product on Steam. Custom discounts don't affect eligibility for Steam Seasonal Sales. Note that the 30-day cooldown for new releases and price increases still applies for the Steam Seasonal Sales.
   
• Q. Will these new discount cooldowns apply to curated promotions too?
  A. Yes, discount cooldowns will apply to promotions like Daily Deals, Midweek Deals, Weekend Deals, Weeklong deals, publisher weekends, and any custom discounts. Any discount applied to a game must have 30 days between the end of one discount and the beginning of the next discount. The only exceptions to this cooldown are the four seasonal seasonal sales: Spring, Summer, Autumn, Winter.
   
• Q: Is there a limit to how deeply I can discount a game?
  A: You can set a game discount up to 95% off the base price. However, the Steam store only supports a minimum unit sale of $0.49 USD or equivalent in each currency or region (see Price Minimums for a table of minimums per currency). As such, a discount on a package can only bring the discounted price down to $0.49 USD. Also, if you set prices below the suggested equivalent price in any currency or region, your discounts may be restricted by the minimum discounted price in that currency or region. If you wish to sell content below these limits, you are welcome to use the Steam Inventory service to sell items within your game.
   
• Q: Can I run a launch discount when transitioning from Early Access to fully released?
  A. Yes, you may run a launch discount when transitioning from Early Access to fully released, unless you have increased your product's price within the last 30 days.
  
  For more information, please see Early Access documentation.
   
• Q: My Early Access game is transitioning from Early Access to fully released with a launch discount? Can I join a seasonal sale within 30 days of the launch discount?
  A: Yes. In this unique case, your game's base price was likely already introduced during its Early Access period. So, the launch discount is treated as a standard discount instead, meaning it's 30-day discount cooldown will not block your game from joining a Seasonal Sale. Keep in mind, however, that your game can still be blocked from joining a Seasonal Sale by a 30-day Price Introduction Cooldown from a price increase.
  
  Please see Discounting Rules for details.
   
• 问：在我保存时出现“服务器错误”。 这是什么意思？
  答：这可能意味着您没有权限为该特定游戏或程序包输入折扣。
   
• 问：为什么我的折扣没有以划线价或醒目的“−X%”的形式向顾客显示？
  答：根据当地法律，折扣在世界不同地区向顾客显示的方式可能会有所不同。 请注意，使用的仍然是折后价，只是不会在所有地区以划线价显示而已。
   
• 问：冷却时间不是 28 天吗，怎么变成了 30 天？
  答：自 2023 年 1 月 1 日起，冷却时间从 28 天延长为 30 天。