Steam Greenlight Campaign: Passed in 9 Days

And approached by Sony for an exclusive port to the PS4

Kenneth Ng
Jul 27, 2016 · 4 min read

Campaign Results

  • Passed in 9 days (vs. average 6 months for most indie games).
  • 4,003 unique visitors.
  • 62% “Yes” votes.
  • Contacted by Sony expressing interest in an exclusive port of Mind the Trap to the PlayStation Store.

Campaign Goals

  • Validate Mind the Trap on Steam Greenlight to be published on Steam.
  • Generate demand and social media followers.
  • Get feedback from the public to formulate subsequent in-game user experiences.


For a young startup with no other launched games, it was understandable that Dissonance Entertainment lacked the brand to invoke confidence. As a result, I focused heavily on delivering a high quality, targeted and transparent presentation to gain the trust of the Steam community.

Vertical Slice

The indie games market is highly competitive, and backers have become more cautious about who they support. Putting in the extra effort to make your presentation more “juicy” not only helps you stand out from the crowd but also demonstrates a dependable brand from a small startup.

Gameplay Trailer

Each Steam Greenlight landing page starts with a trailer, which is the first thing, and sometimes only thing, the viewer will see.


Following the trailer was the body/description. I echoed the trailer by highlighting the top features. For a highly visual audience, I wrote paragraphs of text no more than three sentences long without a GIF or decorated headline in between to keep the reading light and visuals heavy.

Free Demo

I included a link to download a short, playable version of the vertical slice. If the players like the demo, then they’ll be more likely to purchase the final product. If they don’t like the demo, then that’s invaluable feedback for us to improve the game.

Current Status

To provide more transparency, I included a “Progress” section to share the current status of Mind the Trap with links to our development blog.


The high quality creatives, vertical slice presentation, and immediate focus on gameplay created an engaging presentation that caught the attention of our viewers and demonstrated the seriousness of our brand.

Kenneth L. Ng

AR/VR Developer at Alibaba. Welcome to my portfolio.

Kenneth Ng

Written by

AR/VR Developer at Alibaba

Kenneth L. Ng

AR/VR Developer at Alibaba. Welcome to my portfolio.