Why Views and Wishlists Don’t Always Mean Sales (and What Actually Does)
Why do massive wishlists sometimes lead to disappointing sales? Let's breakdown how player funnels truly shape game success across platforms. And why marketing is your friend!
By Tim Uhlott|Last updated: October 26, 2025|7 minutes read
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Across digital platforms, game performance metrics like views, wishlists, and purchases reveal how audiences move from curiosity to commitment. High wishlist counts don’t always translate to strong sales, and millions of mobile installs often result in minimal revenue. This breakdown explores how these funnels differ across PC, mobile, and console ecosystems , and what developers can do to improve conversion and retention at every stage.
Lifetime
If 10,000 people visit a game’s Steam page during launch week, roughly 1,000 might wishlist it , and 100–200 might actually buy. That’s not player indifference; it reflects deferred purchasing behavior. Many players wait for sales or discounts, which Steam actively promotes via wishlist notifications.
This delay explains why wishlists can be misleading. A large number looks encouraging, but if the wishlist-to-purchase rate (W2P) is below 2%, the value is often overstated.
Many mobile games reach millions of downloads but earn revenue from only a small fraction of players. The ecosystem rewards volume, not immediate value. Developers often rely on the small group of paying users , the “whales” , to sustain profits.
Here, retention becomes the primary goal. A 30-day retention rate above 10% is considered healthy. Anything below that means players are leaving faster than new ones arrive , a clear sign of a leaky funnel.
A 3% conversion rate may sound modest, but in ecommerce terms, it’s excellent. Console ecosystems filter out much of the “noise” that exists on PC platforms, leading to faster and more deliberate purchases.
The Steam Rollercoaster: Launch Week vs. Lifetime
On PC, particularly on Steam, the typical player journey follows the path Views → Wishlists → Purchases. It appears linear, but in reality, each step loses a significant portion of potential buyers , and the dynamics shift between launch week and a game’s lifetime. Launch Week| Funnel Stage | Range | Typical % | What It Means (Short) |
|---|---|---|---|
| View → Wishlist (V2W) | Low | 2.5–3.5% | New page, low engagement |
| Average | 10–18% | Typical for most mid-level titles | |
| High | 18–22% | Strong genre or community interest | |
| Viral | Up to 50% | Driven by influencers or targeted campaigns | |
| Wishlist → Purchase (W2P) | Low | <1.9% | Inflated wishlists, weak conversion |
| Average | 8–12% | Common during early launch | |
| High | 15–25% | High engagement and effective marketing | |
| View → Sale (V2S) | Low | 0.25–0.5% | Typical early-stage traction |
| High | 2–2.5% | Exceptional launch performance |
| Funnel Stage | Range | Typical % | What It Means (Short) |
|---|---|---|---|
| View → Wishlist (V2W) | Low | 2–5% | Casual browsing behavior |
| Average | 10–18% | Steady interest over time | |
| High | 18–22% | Dedicated fanbase | |
| Viral | Up to 50% | Event- or campaign-driven spikes | |
| Wishlist → Purchase (W2P) | Low | <1.9% | Minimal conversion from interest |
| Average | 10–12% | Typical long-term conversion rate | |
| High | 20–25%+ | Deep community engagement | |
| View → Sale (V2S) | Low | 0.25–0.5% | Common for most PC games |
| High | 2–2.5% | Long-term top-tier results |
Mobile: The Opposite Problem
On mobile platforms, wishlists don’t exist , downloads are the key metric. But while installs are easy to achieve, monetization is notoriously difficult.| Platform | Conversion (Views → Install) | Install → First Purchase | Takeaway |
|---|---|---|---|
| iOS App Store | 25–33% | 1–2% | High install rates, low monetization |
| Google Play | 26–27% | 1–2% | Similar trend, slightly higher reach |
Console Stores: Smaller Audience, Higher Intent
On PlayStation, Xbox, and Nintendo eShop, the audience behaves differently. Console users typically open the store intending to make a purchase.| Store Type | View → Purchase Rate | Why It’s Higher |
|---|---|---|
| PlayStation / Xbox eShop | 3–3.5% | Focused audience, higher intent |
| PC (Steam, avg.) | 0.25–2.5% | Broader traffic, lower buyer intent |
What Actually Moves the Needle
Across all platforms, several consistent truths emerge:- Quality of traffic outweighs quantity. Reaching the right audience matters more than broad exposure.
- Targeted marketing converts best. Influencers, demos, and optimized store pages outperform general paid ads.
- Sales timing is critical. Discounts and event-based promotions still drive significant revenue.
- Retention determines success. Whether measured by long-term engagement or replay rate, sustained interest directly supports profitability.
The Real Takeaway
There’s no universal benchmark for success. A 2% View-to-Sale rate on Steam can yield strong returns at a premium price point, while a 1% monetization rate on mobile can generate millions with enough users. The essential skill is identifying where your funnel is leaking , and addressing it systematically. Weak visuals? Update your store page. Flat wishlists? Launch a demo or targeted campaign. Stagnant sales? Experiment with pricing or promotions. Every game’s funnel is different, but the principle is consistent: a smaller, motivated audience that buys is far more valuable than a large one that doesn’t. More to read here:- Steamworks Developer Documentation, 2024
- Sensor Tower: Mobile App Conversion Benchmarks, 2024
- GameAnalytics: Mobile Retention Metrics Report, 2024
- Statista: Global E-commerce Conversion Rates, 2024
- r/gamedev Reddit: Wishlist Conversion Analysis
- Practical Media: Steam Wishlist Ratios
- Udonis Blog: In-App Purchases Guide
- Apple Ads: App Store Ads Conversion