Steam Labs Experiment 010: Browsing Steam amounts to nothing less than the biggest potential change to Steam Discovery we've seen since the launch of Steam Direct.

Full disclosure: I worked on this feature, and not just a little bit. I was a contractor working for Valve on Steam Labs experiments up until about six months ago. This particular experiment, spearheaded by Valve designer Christen Coomer, represents nothing less than the fulfillment of every single other project I worked on at Steam Labs. When I left I had no idea when or even if it would ship, and now that it's public I'm incredibly excited to talk about it.

Okay, so what is Experiment 010?

It's a big 'ol browse menu right on the front page of Steam. It's in beta as a Steam Labs experiment and you'll need to opt-in to it with this link.

It looks like this:

Valve wrote a gigantic blog post about it which I highly recommend you go ahead and read right now. I'll wait.

This new update completely overhauls Steam's main browse navigation. To understand it better, let's take a step back and look at the status quo.

If you go to the standard browse interface on the front page, you will see a few tabs – Your Store, and Browse have their own sub-menus, the other three are just links.

"Your Store" has a list of various recommendation engines and tags from games you've played recently:

Browse is broken down into a couple very high level and broad categories:

The existing interface isn't particularly well organized and mostly just serves up big, generic, top-level categories. It also doesn't seem particularly well aligned with how market research indicates customers want to browse the Steam store (are enough people really shopping for productivity software on the world's biggest computer game store to dedicate an entire column to it?)

The new design cleans this up significantly, replacing "Browse" with two new top-level tabs: New & Noteworthy and Categories.

New & Noteworthy features various lists of relevant new things, but the blog post claims it "also provides direct access to the biggest events currently running Steam—including game festivals, publisher sales, and other seasonal celebrations". So any limited-time events, whether it's a global Steam promotion or something organized by a developer or publisher group themselves, will presumably appear here.

Categories is a big whopping menu:

...which is itself broken down into Special Sections, Genres, Themes, and Social & Players.

According to the blog post, these menus & sections are more aligned with the kinds of "entry points" players are actually looking for.

Clicking on any of these links will take you to a dedicated home page for that category, that is basically its own "miniature Steam front page":

These hubs are more than just a flat list of games. It gives you all the typical steam page structure:

It's fairly basic for now, but it's easy to see how this could be expanded. You also have a little cluster of "Narrow by Tag" selections that let you drill down further.

Now, some of you will have noticed the title of the given hub – "Building & Automation Sims". There is no specific steam tag for that concept, what you're looking at is a cluster of concepts that forms a larger category.

The blog post goes into great detail about how and why these categories were chosen (seriously go read it now) – it was a mixture of numerical analysis, intuition, and methods drawn from library science / knowledge organization research (much thanks to Allan Christophersen of the Royal Danish Library for tutoring us on this subject)

This new menu does a couple of things:

You see, so far the approach to discovery has mostly been oriented around showing the right individual titles to players, when Steam should also be thinking about properly highlighting the categories themselves.

The average Steam player might not even know that "City Builders" or "Automated Factory sims" are a "thing" on Steam. This new feature opens their eyes to that and invites them to come see all that each category has to offer.

Ask yourself – what's your chance of being #1 on a top seller list? #5? #10? Even for a day?

Not great, right?

Now, let's say you're making an Action Roguelike. What's your chance of being #1, #5, or #10 within that category?

Plausibly achievable, right? You can at least imagine it happening.

And if you can gain some measure of success within your category, you can build off of that and work your way onto the front page itself. And at the very least you have a concrete achievement you can justifiably brag about next time you're looking for funding.

Why This Matters

Look at this scary graph -

What you're looking at is a graph of new reviews posted in the given month, for every game on Steam.

(The regular spikes correspond to the dates of the Steam Winter and Summer sales, and the really big spikes starting in 2016 probably correspond to nomination periods for the Steam Awards, which are based on user reviews.)

Reviews are a (very rough) proxy for sales performance, so what you're basically looking at is how Steam has grown over time and who has benefited the most from that growth.

Each colored segment shows what share of the monthly reviews went to different performing percentiles of games on Steam: