How to set up your Coming Soon page, when to launch it, and how to maximize wishlists before release.
Your Coming Soon page is your primary wishlist-building tool. The earlier you launch it, the more time you have to accumulate wishlists — and wishlists directly impact your launch visibility.
Steam requires your page to be in "Coming Soon" state for at least 2 weeks before you can release. Plan accordingly — you can't rush this.
Rule of thumb: Launch your Coming Soon page as early as possible — ideally 6-12 months before release. More time = more wishlists.
Launch Coming Soon page. You need playable footage and solid store assets, but not a finished game.
Drive traffic to your page. Social media, devlogs, demos, events, press coverage — all funnel to wishlists.
Submit your build for review. Finalize your release date. Ramp up marketing.
Maintain Coming Soon state while build is reviewed. Can't release until this period passes.
Once approved and 2-week minimum is met, you can release at any time you choose.
Before your page can go live as "Coming Soon," you need to complete the store presence checklist:
No placeholder content: Your Coming Soon page should look like a real store page. "Screenshots coming soon" or "TBD" will delay approval.
Once your Coming Soon page is approved and public:
Check your store page content before submitting for review.
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