TL;DR: Partnier bundles a set of games from each Steam themed event into one curated collection that creators can stream through night after night and press can cover in roundups and comparative reviews. We amplify with influencer and press newsletters, ads on the influencer and press portals, multi‑platform and multi‑language social posts to 45,000 followers who are mainly press and influencers, and showreel of participating games. Driving steady discovery for new and back catalog titles.
Have questions? Book a chat with our account management team.
Steam Themed Events: Bringing Your Game to the Forefront
Every few weeks, Steam lights up with a themed event, whether it’s celebrating horror games for The Steam Scream, something more cozy for Fishing Fest, or fast-paced fun for Racing Fest. And every time it happens, influencers, press, and players flock to discover what’s popular, genre gems and classics.
At Partnier, we make sure your game doesn’t just appear in these moments, it stands out. Our EventPromo service turns these platform moments into opportunities for visibility, community growth, and lasting engagement. And it’s not just for new releases: it’s a smart way to revive your back catalog, maintain positive momentum and keep players coming back.
What Is a Steam Themed EventPromo?
Steam’s themed events are shared celebrations built around genres, moods, and mechanics like the Creature Collector Fest or Wargames Fest. Each one brings a surge of visibility to the games featured on the storefront.
Partnier’s themed EventPromo turns these events into a multi-channel moment. While Steam drives discovery, we take it further by putting your game in front of influencers, journalists, and fans.
Creators and press discover these campaigns when they land on the Discover pages of Keymailer or Game.Press. The themed collection presents a curated and stylized page of 20+ games, all with a consistent theme, giving them a cohesive and topical content to stream every day of the week.
We also see influencers and press creating compilation, round-ups, and comparative content (e.g., “Top 10,” “Hidden Gems,” “Best ofs). The result is a ready-made editorial & streaming plan. Tight, thematic, and easy to program, fueling everything from casual Just Chatting segments and Let’s Plays to deeper features and reviews across their channels.
Why It Matters: A Proven, Ongoing Rhythm
For over a year, we’ve powered amplification for every single Steam-themed event, building a regular heartbeat of discovery across our ecosystem of creators, press, and social channels.
That consistency means influencers and press now expect to see our collections whenever a new theme goes live. Right now, we’re running themed promos roughly twice a month which means there’s always an opportunity just around the corner to feature your game.
On Steam this week
- Animal Fest: Nov 10 to 17
December 2025
- Sports Fest: Dec 8 to 15
- 2025 Steam Winter Sale: December 18 – January 5
January 2026
- Detective Fest: January 12 – January 19
- Board Game Fest: January 26 – February 2
February 2026
- Typing Fest: February 5 – February 9 (Spotlight Fest)
- PvP Fest: February 9 – February 16
- Horse Fest: February 19 – February 23 (Spotlight Fest)
- Steam Next Fest – February 2026 Edition: February 23 – March 2
Steam is just the start: We’re expanding EventPromos to PC and console storefronts like PlayStation, Xbox, Epic and Switch, with a regular cadence rolling out in 2026.
We also have EventPromos specifically for seasonal sales and Steam Next Fest. But we’ll cover seasonal sales in more detail another time. You can read more on our Next Fest EventPromos here.
How Partnier’s EventPromo Boosts Visibility During Steam-Themed Events
When you join a themed EventPromo, your game becomes part of a high-visibility collection. EventPromos include:
- Full-width Spotlight ad, featuring key titles on Keymailer and Game.Press
- A styled collection page themed around the event’s style and tone
- Platform visibility through half-width Featured video ads on Keymailer and Game.Press
- Dedicated newsletters to 50,000 press and influencers
- Social coverage across X, Facebook, Instagram, Bluesky and TikTok including dedicated Spanish, Japanese and Chinese speakers reaching our 45,000 followers (influencer and press)
- Inclusion in a showreel, highlighting participating games
Participation levels are tiered to fit every budget:
- Standard: inclusion in the event collection
- Promoted: elevated visibility in newsletters and listings
- Featured: top-of-page and masthead placement, plus showreel priority. Your game will be prominently featured on all promotional materials, ensuring maximum exposure.
Already a Catalog Subscriber? You’re Already In!
If you already have a Catalog subscription, your games are automatically included in these themed EventPromos.
If you’re not yet a subscriber, you can either:
- Upgrade to a Catalog Plan to gain access for all events, or
- Buy individual entitlements to participate in specific themed promos.
Either way, inclusion connects your game to a constant rhythm of discovery and coverage that can drive new wishlists, content, and player interest, even for titles already launched.
How it works: use your Catalog Plan inclusion or buy EventPromo in the shop, send a quick note to your Account Manager, and you’re done. We handle the placement and creatives end-to-end.
What Kind of Results Can You Expect?
Results vary by theme and niche, here are the results from this year’s Steam Racing Fest:
- 16 games
- 3,000 requests
- 1,700,000 views
- 110 press articles
- 13,550,000 monthly press reach
These are shared amplification events, every participating title benefits from being part of a wider wave of creator interest and press coverage, reinforcing the theme and driving cumulative reach.
Your data stays yours: all performance for your games is visible in your own Partnier dashboard. No waiting for special reports, and no other participant can see your results.
From Visibility to Velocity
Steam events create a surge of attention. Partnier’s job is to make sure that surge doesn’t just pass by your title.
Because every activation we run is backed by:
- Our network of 50,000 influencers
- A press network of 2,500 journalists
- Owned media across Keymailer, Game.Press, and social
- Dedicated creative and campaign teams for visuals and video production
That’s what makes these promotions more than just a listing, they’re a fully orchestrated campaign, synced with Steam’s biggest moments.
FAQs
Do I qualify if my game isn’t new?
Yes. Back catalog titles perform well in themed collections, especially if they fit the theme or have recent updates.
How is this different from a single-game activation?
Single-game = your title alone across our channels. Themed events = your title promoted alongside a curated set that fits the Steam theme. Influencers love the “playlist” effect and often cover multiple games in a run.
What if I already have a influencer/press campaign running with Partnier?
No conflict. The themed promo adds contextual discovery and a second path to content, many creators find you via the collection.
Can I join if I’m not a Catalog subscriber?
Yes, purchase an individual entitlement for a specific event, or upgrade to Catalog for ongoing inclusion.
What kind of results should I expect?
Benchmarks vary by theme and inventory. But the 2025 Steam Scream 4 received 6,300 requests, 4,350,000 views and 80 articles published on outlets with 32,600,000 monthly visitors.
What do you need from me, and when?
All we need is a snippet of copy about your game, a link to your Steam listing and creative assets depending on your level of participation. We recommend submitting assets 7–10 days before the event window.
How is performance tracked?
We monitor influencer and press output, views, sentiment, and compliance across our integrated stack. You’ll get a post-event summary.
Is there regional/language support?
Yes, our press and creator networks are global, with multi-language coverage.
Join the Next Event
If your game is appearing, or could appear, in an upcoming Steam-themed event, now is the time to get in touch.
Book a call with your account manager via the platform, or reach out to our Business Development team if you’d prefer a full-service, managed campaign.
Let’s make sure your next event appearance gets the attention it deserves.