Gretel & Hansel Demo (Steam ID 4111940) — the strongest predictor of full-game conversion. Strong demo engagement is what makes the wishlist count "real."
Updated Jun 22, 2026.
Free licenses
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Demo "Get" clicks
Unique users
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—
Median playtime
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Gold tier (38 Gold / 65 Diamond)
Daily active users
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Avg past 7 days
Playtime distribution
Share of demo users reaching each playtime threshold. Average play time is —; median —. The 1-hour completion rate is what Steam itself flags as the headline engagement benchmark.
Threshold
% of users
Note
Downloads by region
Source: Steamworks Downloads by Region report. — total downloads (users who recorded playtime or pre-loaded).
Region
Downloads
Share
Top countries
Country
Downloads
Share
Controller usage
How many demo players are using a gamepad. Of the demo's — unique players, — are controller-capable on Steam — but only a smaller subset use one for G&H Demo specifically.
Controller players
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— of demo users
Of capable players
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Use a controller for G&H specifically
Primary input
Mouse + keyboard
~90% of demo sessions
Key takeaways
Strong engagement
56-min median — Gold tier
Per Chris Zukowski, ~38 min is Gold tier, ~65 min is Diamond. The demo sits between, approaching Diamond. 46% of users play 1+ hour — explicitly flagged "above-average" by Steam itself.
Korean audience
28% of demo downloads from Korea
Korea is the single largest country, ~3× more downloads than Russia or China. Aligns with the December creator wave — ManlyBadassHero, CrankyTemplar, 혜안 (732K subs) all peaked Korean engagement.
Asia-heavy distribution
56% of downloads from Asia + adjacent
Asia + Central Asia + SE Asia = 56% of demo downloads. The cute-but-dark aesthetic resonates strongly with Asian horror communities. NA is 15%, Western Europe 11% — meaningful but secondary.
Mouse + keyboard primary
~10% controller usage
Only ~10% of demo players use a controller, despite ~60% being controller-capable across other Steam games. Worth investigating whether controller polish is on par with keyboard before launch.
Steam navigation traffic & funnel
How Steam impressions become store visits become wishlists. Source: Steam Publisher Navigation Stats (per-product CSV) and Traffic Breakdown screenshot (per-source).
Period: Jul 29, 2025 – Jun 21, 2026.
Impressions
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Steam-wide reach
Store visits
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Page views
Impr → Visit
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Overall CTR
Visit → Wishlist
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By product
The main store page draws ~64% of impressions but ~80% of visits — it converts impressions to visits ~2× better than the demo page. Main-game CTR of 20.45% is well above Zukowski's "good" benchmark of ~10%.
Product
Impressions
% impr
Visits
% visits
CTR
By traffic source
Where the impressions came from. Steam's CSV export doesn't include this breakdown — the figures below are pulled manually from the Traffic Breakdown view. The strategic insight: external sources convert ~4× better than Steam's own discovery. Per Steam's own UI, ~98% of all store visits come from non-owners — the right shape pre-launch.
Source
Impressions
Visits
CTR
What it means
Key takeaways
External traffic wins
~36% CTR — 4× Steam's own discovery
External sources (creators, social, PR) convert at ~36% impression-to-visit. Steam's own algorithm runs ~9%. Every dollar on creator outreach pulls disproportionately more efficient store traffic.
Demo as a separate funnel
Demo CTR runs ~half the main game's
Demo page CTR is ~9% vs the main game's ~20%. Normal — demos appeal to a more committed slice. But the demo still drew ~720K impressions, validating its role as a discovery surface.
Funnel health
~14% of visits become wishlists
Of all store-page visits, the share that adds to wishlist is one of the cleanest signals of store page quality. Healthy by indie standards.
Steam Platform impressions
Mostly ambient — minimal direct visits
Steam Platform traffic (steamcommunity.com, Steam Client banners) shows ~106K impressions but only ~12K direct visits. Per Steam, this category "generally doesn't lead to store page visits" — it's brand reinforcement, not a conversion channel.
To refresh this page: Steamworks → Steam Navigation Traffic → Traffic Breakdown → export CSV (per-product) and screenshot the source breakdown. Update TRAFFIC_DATA in the HTML. Visit→Wishlist auto-computes from the live wishlist array.
Social audience
View most recent:to
Follower growth and engagement across all channels, via Metricool. The social audience is the top of the funnel — it feeds wishlists.
Data through Jul 12, 2026.
Total following
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🍿 TikTok
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📷 Instagram
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🎥 YouTube
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Gretel & Hansel
Channel
Handle
Followers
Share
Spider House
Channel
Handle
Followers
Share
Key takeaways
TikTok is the engine
36K followers — 58% of total reach
TikTok is 3× Instagram and YouTube. The Aug 2025 viral video (1.87M views, 377K interactions) built the base. This is the channel to feed — it converts to wishlists faster than any other.
Aug 2025 = the inflection
+20K TikTok followers in one month
TikTok went 7.8K → 27.8K in August 2025. Instagram tripled (2.9K → 7.7K) the same month. The Steam wishlist chart shows a matching Aug 12–14 bump — social virality is a leading indicator for wishlists.
Plateau since spring 2026
TikTok flat at ~36K since March
Follower growth has stalled across channels since ~March 2026 (TikTok even dipped slightly). Without a new viral hit or campaign, the top of the funnel is static — a signal to plan the next content push ahead of launch.
Owned reach vs Steam
62K social vs 43K wishlists
The combined social following (62K) is ~1.4× the current wishlist count (43K). There's a large audience that follows but hasn't wishlisted yet — a direct conversion opportunity via calls-to-action.
Spike attribution
Mapping wishlist spikes to their likely causes — milestones, creators, and events.
Date
Adds
Baseline
Multiplier
Attribution
Confidence
Wishlist projections
Current wishlists
43,815
Target
100K
Remaining
56,185
Est. date
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Scenario builder
50K100K150K
50/day124/day400/day
02,50050K
01020
Projected date to reach target
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—
Projection chart
Current trajectory
When the 100K target gets hit, computed directly from the actual wishlist data — no presets, no event boosts.
Each row is a different lookback window for the average net rate; together they bracket the realistic range from "recent post-event slump" to "lifetime average."
Pace window
Net/day
Days to target
Est. date
Context
Revenue projections
Wishlist-to-sale conversion rates from Chris Zukowski's benchmarks — bigger launches convert better because they trigger Steam's algorithmic visibility loops.
The Year 1 multiplier projects total first-year revenue from week-1 revenue: Year 1 = Wk 1 × N.
The Lifetime multiplier extends that to total lifetime revenue: Lifetime = Year 1 × M.
Both are calibrated against How to Market a Game's 2026 long-tail study (5,000 Steam games launched Jul 2023 – Jul 2025) — see the benchmark table below.
< 5K tier
15% → 20%
5K – 40K
20% → 25%
40K – 100K
23% → 28%
100K+
25% → 30%
$10$20$30
35K100K150K
1.5×2.8×6×
1.2×1.8× (HTMAG)4×
Conversion
25%
Tier-based
First-week sales
25,000
units
Week 1 net
$350,000
after 30% Steam cut
Year 1 net
$1.05M
to studio
Lifetime net
$2.10M
Y1 × 2.0 (Devolver)
Projected revenue tier: 🥇 Gold
Publisher deal modeling
$0$0$500K
50/50100 / 0100/0
Post-Steam revenue
$1.05M
Year 1, before recoup
Recoup status
Recouped
$0 / $0
Publisher take
$0
recoup + their split
Studio take
$1.05M
Year 1, after recoup + split
Post-recoup split comparison
Year 1 net to each party at the current recoup amount. Steam's 30% cut is removed first, then the publisher recoups their advance off the top — the splits below apply only to the surplus that remains.
Split (studio / publisher)
Studio take
Publisher take
Studio % of net
Where the money goes — selected scenario (100K wishlists · $20)
Cumulative gross revenue split three ways at the current price, wishlist, recoup, and split-slider settings. Steam takes 30% off the top; the publisher then recoups its advance before the post-recoup split applies. Week 1 and Year 1 are cumulative snapshots — not additive.
Net revenue across wishlist totals (at $20, after 30% Steam cut)
Revenue tiers (Zukowski benchmarks)
Tier
Lifetime revenue
Conversion
What it means
🥉 Bronze
$0 – $10,000
~12%
Underperforming. Steam algorithm won't promote.
🥈 Silver
$10K – $249K
~20%
Profitable for solo/part-time. Stalls at 100-200 reviews.
🥇 Gold
$250K – $999K
~25%
"Real Steam" — algorithm starts working for you. Daily Deals approved.
💎 Diamond
$1M+
~27%
Life-changing money. Valve sends you chocolate at Christmas.
Long-tail benchmarks (HTMAG 2026)
From How to Market a Game's 2026 study of ~5,000 Steam games (launched Jul 2023 – Jul 2025, 1,000+ Month-1 units). Multiples are relative to Week 1. Revenue multiples run slightly below unit multiples because of discounting.
Milestone
Copies sold
Revenue
Vs. Year 1
Week 1
1.00×
1.00×
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Month 1
1.39×
1.42×
—
Year 1
2.59×
2.46×
1.00×
Year 2
3.32×
2.99×
1.22×
Eventual (LTD)
~4–5×
~4–5×
~1.6–2.0×
Year 1 multiples vary a lot by segment. Gretel & Hansel's projected Week 1 volume (~25–30K units) puts it in the 10k–100k cohort, which runs well above the all-games median.
Segment
Yr 1 copies
vs median
Applies to G&H
All games (median)
2.59×
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baseline
Week 1 sales 10k–100k
3.16×
+22%
✓ our cohort
Price ≥ $10
2.70×
+4%
✓ $20 price
Co-op / online co-op
3.53×
+35%
✗ single-player
Week 1 sales 100k+
4.64×
+79%
stretch case
Week 1 sales 1k–10k
1.96×
−24%
downside case
Price < $10
2.32×
−10%
n/a
Why the default is 2.8×
Cohort says 3.16× — we hedge down
Our Week 1 volume puts us in the 3.16× cohort, but big wishlist counts convert heavily on day one, which mechanically front-loads the curve and shrinks the multiple. 2.8× splits the difference between the 2.46× median and the 3.16× cohort.
The tail is shrinking
Year 1 down ~20% since 2021
HTMAG's 2021 survey put Year 1 at 3.05× Week 1 revenue; the 2023–25 cohort is 2.46×. More games launching each year is eating the back catalogue's oxygen — treat any pre-2023 long-tail benchmark as stale.
Front-loading risk
Week1 → Month1 ranges 1.04× – 4.14×
Median is 1.39×, but Lethal Company hit 4.14× while Fuga 3 managed 1.04×. Wishlist-driven launches skew toward the front-loaded end — the flip side of a strong pre-launch wishlist base.
Design note for the next game
Co-op is the biggest tail lever
Co-op titles average 3.53× Year 1 — 35% above median — from friend-to-friend recommendation and streamability. Not applicable to Gretel & Hansel, but HTMAG's own #1 design recommendation for future projects.
Critical thresholds
First-day target
~$10,000 → New & Trending
Hitting $10K in early sales unlocks Steam's "New & Trending" widget. At $20/copy, you only need ~715 first-day sales. With your trajectory, this is virtually guaranteed.
Lifetime threshold
$250K → "Real Steam" unlocks
At $250K gross lifetime, Steam approves Daily Deals and the algorithm starts promoting through Discovery Queue, More Like This, etc. Compounding visibility.
Wishlist threshold
7,000+ → Popular Upcoming
Already 5.2× past this benchmark. Popular Upcoming feature drives ~750-2,000 wishlists/day during the final week before launch.
Key levers:
Your 25.8% store CTR is exceptional — the bottleneck is impressions, not conversion.
Demo launch + creators = 13.2× baseline. Coordinate creator outreach with upcoming Steam events for compound effect.
57-min median demo playtime is Gold-tier (benchmark: 38 min Gold / 65 min Diamond) — strong signal for conversion.
5.5% deletion rate is far below the 9-13% benchmark — wishlist quality is exceptional.
Wishlist count at launch determines conversion rate. 100K+ wishlists = ~25% conversion. Below 5K = ~15%.
Steam Next Fest is your highest-leverage opportunity — Diamond-tier games earn 10K+ wishlists during the festival.
Awards & recognition
Apr 22, 2026
NEOWIZ Indie Quest 2026 — 3rd Place (tie)
Tied with Hawthorn and Name of the Will. 165M KRW ($112K) total prize pool split among 5 winners. Includes mentoring and strategic consulting — no publishing contract required.