Tutorial : How to Benchmark my video game?

Step 1 : Prepare the headers
  • Create the headers of data
  • Get data from every steam page
  • Project revenues from sample data
  • For projections : Gross Revenue = Price * reviews * 60
  • Net Revenue = Gross Revenue / 2.
  • “Hard Data” (set in stone) : release date, name of the game…
  • “Soft Data” aka Projections : how much it costs, how much revenue it generated…
Step 2 : Add the hard data
Step 3 : Add Projections

How to find competitors and know how to pick games?

When you made this for a few games, you have to do more market research and check out the similar games. One of the easiest way to find similar games is to check the “more like this” of Steam pages. Check it out for a few hours and select projects. I don’t go into too much details because I assume most people know how to search for games!

Step 4 : Make it for 30 games
  • 1/3 of High quality & Profitable games
  • 1/3 of Medium quality games that probably broke even
  • 1/3 of Low quality games that failed to meet their market

Why benchmarking?

The main benefits of benchmarking are:

  • Get a clear idea of your competitors and their stats.
  • Share competitors data and link easily to investors; publishers or team members
  • Watch out for their release and how it’s going
  • Update your competitors list easily

Quantitative Analysis

This table of data gives you three important information:

  • Average Revenue
  • Median Revenue
  • Average user score
  • Average Price
  • Which platforms they were released on
  • Average “age of games”

Retro production analysis

One of my favorite tools is retro production analysis.

Wild Guesses

You can totally add wild guesses, aka numbers taken out of your pocket, to have something more intuitive to your benchmark. For instance, you could project their budget costs based on internet data or your own estimations.

Quality Analysis

Benchmarks are a straightforward process that make it a good exercise for beginners in marketing. It requires mainly data entry rather than knowledge about the market. You can mix it with qualitative analysis to have a more personal insight about your competitors strength and weaknesses.

example from our study

Bonus : Review Analysis

If you want to make your benchmark more complete, you can also add competitors’ reviews.
They provide a great insight about what you need to be careful about in terms of game design and global production issues.

  • Lack of content
  • Flaws in game design such as balancing and interesting events

Sharing the outcome

A good thing is to make your benchmark followed up by 2 or 3 concluding slides: what are the main information you learned? How can they help you know more about your game.



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Game Dev Marketer. I share processes, techniques & tricks to do game marketing. Portfolio: http://tavrox.com