Mobile has spent the last decade perfecting paid acquisition, and often, paid UA comprises 99% of a mobile game’s marketing budget. PC and console gaming generate tens of billions of dollars in revenue, yet most studios have never tried performance marketing once. PC and console have always played in the field of brand, festivals, press, influencers, and content creators due to a variety of reasons that we unpack in this episode.

Alexandra Takei, VP of Platform Revenue at Medal, sits down with Jules Baculard, founder and CEO of AdZap, to unpack why PC performance marketing has lagged behind mobile and what it would take to build a real acquisition stack for Steam, PlayStation, and Xbox. The conversation covers the structural challenges: thin desktop inventory, cross-device attribution, Steam’s limited data visibility, long purchase windows, and the uncomfortable reality that many Steam purchases are never played. Jules explains how AdZap built their performance platform using mobile ad infrastructure, Steam’s companion app, landing pages, signal engineering, and retargeting to drive qualified traffic and wishlist growth. The episode also digs into real case studies across indie and Ubisoft titles, incrementality testing, CPI benchmarks, and why wishlists still matter, even if they are an imperfect KPI.For any studio trying to make every marketing dollar work harder, this is a tactical look at PC performance’s next frontier

We’d also like to thank Medal.tv for making this episode possible. If you're a PC gamer and want to clip your moments or a studio, publisher, or marketer looking to reach a high-quality gaming audience and get your game in front of the right players, check out all Medal has to offer at https://grow.medal.tv.

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Sound design by Gavin Mc Cabe.

Can Performance Marketing Finally Work On Steam?

Naavik Gaming Podcast

Can Performance Marketing Finally Work On Steam?