Steam should be treated as a major launch platform, not merely somewhere the Entropia client happens to be downloadable.
Months before launch, the campaign should begin concentrating:
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wishlists;
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follows;
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community participation;
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returning-player interest.
Kickstarter, developer films, creators and paid media should all contribute to this accumulation.
MindArk should work directly with Steam wherever possible to pursue launch visibility and promotional opportunities around the Unreal relaunch.
The Steam product page itself should be rebuilt around the new positioning and visuals rather than merely swapping in prettier screenshots.
At launch, the objective is to concentrate wishlist conversions, installs, concurrent players, reviews and community activity into a narrow period capable of producing additional algorithmic discovery.