"Don't tell Valve I told you this": Industry expert warns devs that Steam "is an engine that turns magic into money," and you can't break into "Real Steam" until you have the magic

Among Us.

"I have no idea what art is. I have no concept of art. There's no stat," game marketing strategist Chris Zukowski said at GDC 2025. But, while Zukowski may not know his Monet from his thermostat, Zukowski can nonetheless discern that some games feel special, and he thinks that might help them get into what he calls "Real Steam."

Real Steam is like the heavy iron gates of heaven, or, as Zukowski said at GDC, "like finding true love."