Steam Users: Hoarders or Collectors? An Analyst's Perspective on Gaming Habits

Industry analyst Chris Zukowski has shed light on a curious behavioral pattern among Steam users: a tendency to acquire games without necessarily playing them. He posits that this isn't merely procrastination, but a form of collecting, drawing parallels to phenomena observed in other hobbies, such as amassing Lego sets or Warhammer models that remain unbuilt, or the Japanese concept of 'tsundoku'—buying books that go unread. Zukowski's analysis suggests that Valve's platform thrives precisely because it caters to this specific demographic of 'hobbyists' who find satisfaction in accumulation, regardless of immediate engagement with the content. This perspective challenges the conventional understanding of consumer behavior in the digital entertainment space.

According to Zukowski, this 'hoarding' inclination among Steam's audience is a major advantage for game developers, making the platform highly lucrative despite Valve's 30% revenue cut. He argues that if players only bought games they intended to play immediately, the industry would face a significant reduction in sales. This unique purchasing habit effectively expands the 'playtime' for developers to a theoretical future, where games might eventually be played, even if that day rarely arrives. Zukowski emphasizes that developers should embrace this reality, understanding that not every purchase signifies an immediate, dedicated fan, but rather an addition to a collection.

This insight reveals a fascinating aspect of the digital gaming economy: the value of a platform like Steam extends beyond active player engagement to encompass the sheer volume of its user base's purchasing power driven by collection. It underscores how different platforms cultivate distinct user behaviors, and in Steam's case, it's the 'hoarder' mentality that inadvertently fuels its success. Recognizing this dynamic can help developers temper expectations regarding player engagement while appreciating the unique market opportunity presented by Steam's vast and acquisitive community. It highlights the diverse motivations behind consumer spending in the digital age, moving beyond simple consumption to embrace the joy of ownership and potential future experiences.