Using AI to write your Steam store page copy

Ask a chat model for a Steam description with only the genre, and you get the average of every description it has read: an immersive world, a gripping story, endless replayability, a unique art style. Players have read that line a thousand times and it sells nothing. The obvious reading is that AI cannot write store copy. The better reading is that it cannot write copy about a game it does not know.

Given the right facts, the same model drafts a short description that names what the player does, an About This Game section that is skimmable and specific, and five variants to choose from, in the time it takes to read this paragraph. The fix is not a better model; it is better input and a hard check against the build.

From Valve's store page documentation, read on 18 October 2026:

Paste the same brief at the start of every session, so every draft starts from facts:

The short description sits next to the trailer, at the top right of the page, and most visitors read nothing else. It has one job: tell a player what they would do and why it is different. Two illustrative versions for a made-up game:

• Generic (what an AI writes alone): "Embark on an epic journey through a mysterious world full of danger and wonder. Master unique abilities and uncover ancient secrets in this unforgettable adventure."
• Specific (what it writes from a brief): "A lighthouse keeper's survival game: ration oil through a 40-night winter, repair the lamp between storms, and decide which ships get your light when you cannot save them all."

The second names the role, the loop, a number and the tension. A player can tell in one read whether it is for them, which is the point. Our free Steam short description writer drafts variants from a few facts about your game.

Valve asks for copy that is skimmable, with bolded key features and no walls of text. A structure that works for most indie games:

1. One opening paragraph that expands the short description: the setup and the core loop.
2. Three to five feature sections, each with a bold lead-in and two or three sentences, each pointing at something the player can do today.
3. A GIF or screenshot between sections, textless where possible so it needs no translation.
4. What is in this version, for Early Access or a game with a roadmap, stated as plans.
5. Platform and accessibility notes: controller support, Steam Deck status, languages.

• Every feature named is in the build you are shipping. Valve's review checks the page against the game, and players check it in reviews.
• The first line says what the player does, not how they will feel.
• No superlatives you cannot back: "the most", "the first", "revolutionary".
• No links, no other Steam games named, nothing time-bound in the short description.
• It sounds like your other posts, not like a press release.
• Comparable games were used for audience, not copied for phrasing.

Steam lets you write the store page in every language the game supports, and a localised page converts better with players who do not read English. AI translation makes that cheap, with three cautions. Have a native speaker read at least the short description, because a clumsy first line in a player's own language reads worse than good English. Re-check the translated copy against Valve's rules, because a translator can reintroduce a time-bound phrase. And count the translation in your AI disclosure: Valve names localisation as content players consume, and 5.14% of Steam games released from January to August 2026 disclosed AI translation in Flockbay's measured sample.

AI-written store text is content players read, and Valve's AI section covers store page and marketing material as pre-generated content. Since January 2026, AI used only for efficiency with nothing generated shipping needs no disclosure, but copy that ends up on the page is shipped. A line in the disclosure such as "Store page copy was drafted with AI and edited by the team" is honest and costs little; our Steam AI disclosure guide has more wording.

Store copy is the least of what sells a game: the capsule, the trailer and the first screenshots carry most of a visitor's decision, and great copy cannot rescue a page whose images say "not for me". So spend the minutes AI saves you on the visuals. And for a game whose voice is its draw, a narrative game, a comedy, the copy is a sample of the writing; write that one yourself and let the AI critique it instead.

Flockbay's Steam page drafts every field from your approved brief, three to five comparable Steam games it reads on their own pages, and the project itself; a feature the AI cannot point to in the scenes and scripts does not go on the page. Each field is marked Drafted by Flockbay until you edit it, and the AI disclosure step counts the store text it wrote. You export the page as a .zip and upload it yourself. Preparing the page by hand and its .zip are free; drafting is free in beta until 1 December 2026.