Translated from the original Japanese article
Tech 5 min read

Steam Early Access Publishing Guide

Steam Game Development Steamworks
IkesanContents

The flow for publishing a game on Steam as Early Access. From store page review to build upload, release, and post-release operations.

Prerequisites

  • Steam Direct account ($100 registration fee)
  • Tax and bank information already submitted
  • Store page already created
  • Early Access already enabled

Release Flow

1. Store Page Review

When you submit the store page, it goes through review. Usually this takes 1-5 business days.

Once approved, it is automatically published as “Coming Soon.” It is still not purchasable at this point, but users can wishlist it.

2. Early Access FAQ (Watch for Rejections)

Early Access requires answering a dedicated FAQ. If this is insufficient, the page gets rejected.

In particular, “What is the current state of the Early Access version?” needs detailed writing.

If most features are already implemented:

All features listed in the ‘About This’ section are currently implemented, with the exception of [unimplemented features]. Please refer to the ‘About This’ section for detailed information about the game’s current features and content.

Sometimes “Please see About This” is enough, but if there are unimplemented features, it is safer to say so explicitly.

3. Capsule Image Review (Frequent Rejections)

Capsule images (header, main capsule, small capsule, vertical capsule) are checked very strictly.

Allowed:

  • Game artwork
  • Game title (logo)
  • Official subtitle

Not allowed:

  • Explanatory text
  • Marketing copy
  • Taglines
  • Awards or review scores

Common reasons for rejection:

  • A bilingual Japanese + English logo is treated as “additional text”
  • Library logo transparency is insufficient
  • The library hero contains a logo or text

If they do not tell you exactly what is wrong, contact support and ask for a specific explanation.

4. Uploading the Build

For games under 2 GB, uploading via HTTP from the web UI is convenient.

How to access it:

  1. All Applications -> open the relevant game’s “SteamWorks Admin”
  2. “SteamPipe” tab in the top menu
  3. “Upload Depot via HTTP”

File structure:

MyGame.zip
└── MyGame/
    ├── MyGame.exe
    ├── data/
    └── config/

If you put the EXE directly at the root of the zip, it can fail. Create a one-level folder and put the EXE inside it.

After upload:

  1. A depot is created automatically
  2. Create a build that includes the uploaded depot
  3. Set it as the default branch

For large games (tens of GB), use SteamCMD / ContentBuilder.

5. Release

Once all reviews are complete, the “Release” button appears in the admin screen.

Release approved
Store Presence: Live
Game build: Review approved
Release: Click the button to publish

Final checks before release:

  • Is the price correct?
  • Are the screenshots up to date?
  • Is the uploaded build the correct version?

Pressing the button releases it immediately. Once published, you cannot undo it.

Post-Release Operations

Checking Sales

Reports -> Sales & Activations

ItemMeaning
Lifetime Steam revenue (gross)Total revenue, including tax and fees
Lifetime Steam revenue (net)Amount after refunds, chargebacks, and taxes
Lifetime Steam unitsNumber of copies sold

Actual amount received is roughly net × 0.7 after Steam’s 30% cut.

Issuing Developer Keys

If you want to distribute the game to staff:

  1. Request Steam product keys
  2. Choose “Developer Automatic Grants” -> “External Development Team”
  3. Enter the required number and submit

A few dozen keys should be approved without problems.

Updating the Build

No review required. It goes live immediately.

  1. Zip the fixed EXE
  2. Upload the depot via SteamPipe -> HTTP
  3. Choose “Standard Options” and upload
  4. Create a new build
  5. Set it as the default branch -> distribution starts automatically

If you include a mini-update notification, users will be informed about the update.

Common Problems

It Became “Released”

If the planned release date passes, it automatically becomes “Released.” In the admin screen, you will see a message like this, and you cannot change it yourself:

This application is currently registered as “Released”, so it cannot be retroactively re-registered as Early Access.

Fix: Contact Steam Support. If you explain it through the Early Access form, they can help.

Example message:

The game was automatically set to “Released” status when the original planned release date passed. I would like to change the release state to “Early Access” because the game is still in active development.

SteamPipe Cannot Be Found

SteamWorks navigation is confusing.

Correct route:

  1. All Applications
  2. Click the relevant game’s “SteamWorks Admin”
  3. Top menu’s “SteamPipe” tab

You might not find it from the left menu on the per-app page.

The Review Gives No Specific Feedback

If it keeps getting rejected no matter how you revise it, ask support for a more specific explanation:

Could you please provide specific examples of which element(s) in our current images are considered “additional text overlay”? We want to comply fully but need more specific guidance.

Depot, Build, and Branch Relationships

ConceptDescription
DepotThe actual files (the uploaded ZIP)
BuildA collection of one or more depots
BranchWhich build gets distributed

When multiple depots are used:

  • Platform-specific depots (Windows / Mac / Linux)
  • Language-specific assets
  • Content splits (HD textures, etc.)
  • DLC

If the game only has one EXE, one depot is enough.

Thoughts

The first release was a huge pain.

Capsule images kept getting rejected no matter how many times I fixed them, they would not tell me exactly what was wrong, I could not find SteamPipe, and I had to beg support because the planned release date passed and it became “Released.” I have no idea how many back-and-forths it took to get the store page approved.

And then after release, a bug was found and I hurried to upload a fix…

It went live immediately with no review.

So what was all that pain for the first release?