"Don't tell Valve I told you this": Industry expert warns devs that Steam "is an engine that turns magic into money," and you can't break into "Real Steam" until you have the magic

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“I have no idea what art is.

I have no concept of art.

There’s no stat,” game marketing strategist Chris Zukowski said at GDC 2025.

“Real Steam is the goal,” Zukowski said at GDC like it’s a mantra.

“Don’t tellValveI told you this.”

“Some games have the magic, and I don’t know what it is,” he said.