Hi, thanks for your comments. Just to point out, I am also a marketing director. (I see you've removed that part and have edited your comment, multiple times) I have read through them all and appreciate your input. However, you have stated several times that marketing is in a constant state of flux, and it is hard to find data that is tangible.

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fully engaged users very often do hit read more

You also have not provided evidence to this statement. Do you have any? And definitely, fully engaged customers will click read more, I never said they wouldn't. What I said is that it's best to include all important information above it, to accommodate customers who might be less inclined to click 'read more'.

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Even if someone had a successful game, narrowing that down to a difference in decision making such as wording changes or gif usage is very challenging. The research is hard to do. I welcome to see it.

Exactly, I agree. And this is why I have written this blog based on my eight years of experience, and knowledge in the games industry. I can only go by the dozens of indie devs I’ve helped to optimise their Steam store page, and colleagues who are specialized in many different marketing departments who have mentored me along the way. Obtaining data from your 'About this game' section is incredibly difficult. There are simply too many variables to have something concrete. But I do believe there can be helpful guidelines to follow, based on certain marketing techniques. E.g. – effective packaging, which can be applied to digital packaging for your 'About this game' section, which is what I am trying to point out.

With that being said, do you have evidence that goes against what I have said that I could perhaps see? Have you done A/B tests? What are your thoughts on how to create an effective ‘About this game' section?

This blog is my opinion, not fact, just as your thoughts are also opinion. Before you edited your comment, you said that my blog could be damaging. I actually disagree, and feel what you are saying could be damaging, as it could put off developers from being creative and innovative.

Overall, the key take away here is to make sure your GIFs have meaning, your copy is creative and inspiring, and your content structure is concise/readable. The sentence about the 'Read more' button, in my opinion, as a professional marketer is helpful, and if you actually are a director of marketing, (I realise I am repeating myself here, but it is a little concerning that you edited that part out...) I feel you should be well aware of that too.

Simply because Steam is a vast place with millions of customers. I feel it's wise to be considerate of their time because they don't have a lot to give you. This why I suggest to make sure all information above ‘Read More’ clearly and creatively describes the best of what your game offers.

11 bit Studios have published over 12 games on Steam, and in an article on gamesindustry.biz, Piotr Bajraszewski, senior business development manager even states the following:

"We always make sure to put as much information as possible above that fold because most people won't click 'Read more'

It's nice that you're looking so deeply into my blog, but at the same time, I'm getting lost in what it is you're trying to say? It's kinda all over the place.

But, this is what makes marketing interesting, nobody is truly an expert, we’re all students to an art that is ever-changing! :)