In March, a new, mysterious game appeared on Steam. Nobody knew what it would be called or who was producing it. Sure enough, following a week of speculation and rumours, the future hit digital shelves today: “Amazon’s New World” is among the year’s biggest money makers on Steam.


Here at has some more information about Amazon’s ‘New World’ is among the year’s biggest money makers on Steam.


It didn’t take long for players to work out that New World is an advert from Amazon – but what’s interesting about this campaign so far is how much more successful it’s been than most other advert games on Steam this year. The answer may lie in one word: advertising.


Electronic Arts has had a reputation problem when it comes to advertising on Steam. Some of its advert games in 2018 were so heavily panned by the community that EA has since removed them from the platform. 


In October, players were so frustrated at the free-to-play Dungeon Keeper mobile adaption that they took to Reddit to vent their anger, giving EA the most down-voted comment in Reddit’s history .


Here are some points discussed-




Over the course of the past year, there have been a number of games on Steam that were only available to purchase through a third-party store, or through direct links provided by press releases or individuals. 


These games have been heavily criticised by the community for being deceptive tactics. Games such as this are designed to trick players into buying them, and they often haven’t disclosed the fact that they’re not truly developed by the developers who’re advertising them.


This isn’t exactly what New World is accused of; while it’s well known that Amazon released it themselves, it’s actually been bought and developed by Studio Wildgunc. It’s hard to imagine a company as big as Amazon not being capable of making their own game, but it’s essentially a difficult situation to avoid. All Amazon had to do was advertise and distribute it themselves, so why waste money when you’re essentially outsourcing that?




Over the past few years, Valve has done an extraordinary job of cracking down on developers who’ve abused the Steam platform. They’ve never been afraid to pull the proverbial carpet out from underneath developers who try to take advantage of their cash cow with poorly-conceived advert games. 


In September, Valve even went so far as to take the controversial decision to remove all of the games from sketchy developer Digital Homicide, after receiving a deluge of community complaints.


This has made it difficult for third-party developers to find their feet on Steam. One of the biggest problems that arises is that Valve still allows developers to get away with not being transparent about who they are, and where they’re located. 


The problem with this is that it forces users to do their own research into who they’re buying a game from and if they don’t do this in enough detail, they could end up buying a game made by an entirely different developer than one claimed by those selling it.




It’s a well-known fact that Steam’s pricing cycles tend to fluctuate wildly. With the amount of money being generated by New World, it’s not hard to see why – at its cheapest price, you can purchase it for $13.50 (a 40% discount from the typical price of $25), but if you choose to buy it for full price, you’re looking at a $45 (a 150% increase). 


If a developer and publisher are going to use Steam to advertise their game, they’re going to charge what they want. It’s up to the user base simply to pay as much as they want or not buy it at all.




If you’ve been following the Steam platform for a long time, you may remember that advert games used to be pretty popular. There was a point where it felt like every other game on Steam was advertising something, even though most of them were downright terrible. While some were genuinely great games there were still a significant number of advert games on the platform that really had no high production values. 


If they weren’t up to scratch, gamers had little reason to buy them anyway – so rather than being harmful and deceptive, they just became largely ignored.




This is by far the most important aspect to take away from this. Amazon released this advert game as an experiment to see how well they could make a genuinely good advert game – and they managed to put together something that’s actually pretty enjoyable! Perhaps one day, we’ll see EA follow suit, with an advert game on Steam that isn’t heavily criticised.


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