In short: More customers bought more games across more of the Steam catalog.

简单来讲就是：更多的用户在Steam上购买了更多数量、更多种类的游戏。

As you already know, the format of discounts in this year’s Winter sale was a little different from past years. This year’s sale was centered around discounts that ran for the full length of the sale, rather than changing from day to day for featured titles. Our hypothesis was that this new format would be a better way to serve customers that may only be able to visit Steam once or twice during the 13-day event. We also saw this change as an opportunity to showcase a deeper variety of titles to customers each day, while having confidence that any game being highlighted would be at its lowest discount.

如你所知，今年冬季折扣的打折方式同往年相比有所不同，今年的折扣主要是持续整个折扣期而不是每日更换推荐的折扣。我们认为这种方式可以更好地服务于那些在13天长地折扣期内只会访问Steam一两次的用户，而且这个改动使我们有机会在每日推荐内容中向用户展示更加多样的游戏同时可以保证这些高亮展示的游戏折扣幅度是近期最大的。

More products viewed用户浏览了更多的产品

As a result of this format change, we were able to encourage customers to browse through their Discovery Queue, thereby surfacing a string of personalized recommendations including titles that aren’t otherwise highlighted on the home page. By dropping users a free Steam Trading Card for browsing through their personalized Discovery Queue (up to three times each day) many customers were exposed to 36 different product pages every day for each of the 13 days of the event.

由于这个打折形式的变化，我们可以通过奖励免费的Steam交易卡的方式（每天最多3次）去鼓励用户去浏览自己的探索队列——一串个性化、包含那些没有在首页上高亮显示的推荐游戏。很多用户在这13天里每天都浏览了36个不同的产品页面。

This resulted in three times as many views of product pages as in past sales events.

2015冬季折扣产品页面的浏览量是之前的打折季的3倍

Not just views, but action
不光有浏览，还有更多的操作

One of our concerns going into the Winter Sale was that extrinsically motivating customers with a trading card might encourage people to just click through their Discovery Queue and not actually pay attention to the games being presented. It turned out that customers found a lot of value in using the Discovery Queue, resulting in a huge up-tick in sales and wishlist additions. Looking back over wishlist data, we typically see only a slight increase in the rate of customers adding items to their wishlist during sales versus during non-sale time periods. However, this year we saw a 197% increase in the rate of wishlist additions during the sale. Some of these additions were then subsequently purchased during the sale while others remain on customer wishlists as indications of future interest in those games.

我们担心过这样一个问题：通过额外奖励交易卡来刺激用户浏览商店页面，用户会不会只是不停地点下一个而不去关注具体游戏的内容。然而实际结果是：探索队列对于用户十分有作用，销量和愿望单添加量都有大幅上升。我们回顾了愿望单的数据，以往折扣期间用户把产品添加进愿望单的比例只比非折扣期间高一点，但今年折扣期的这一比率提升了197%。有些添加进愿望单的产品在折扣期间就被购买了，其他的保留在用户的愿望单里被继续关注。

Revenue impacts
对收入的影响

As the Steam catalog expands, we continue looking for new ways to help customers discover more interesting titles deeper on Steam. Major sale events provide great opportunities for us to test out new ways of organizing offers and features to serve these goals. In terms of revenue, the discount strategy and Discovery Queue usage resulted in a resounding success.

随着Steam上的游戏越来越多，我们不停地寻找着帮助用户发现自己感兴趣游戏的新方式，而这种大型折扣期是测试这些新方式的一个很好的机会。由于打折策略和探索队列，今年在收入方面取得了巨大的成功。

As with past years, popular hits continue to sell well during major sales events. But what about the thousands of other titles on Steam? We looked at performance of the group of games outside of the Top 500 in revenue terms. This group collected 35% of product page traffic during the sale, which is over 4x their share of traffic from the previous winter sale. And these weren’t just idle views--we also saw 45% growth in the revenue generated by this group of games as compared with the last winter sale.

以往，那些热门的游戏在整个折扣期间都卖的很好，但是Steam上其他的那上千款产品呢？我们看了一下那些排名500开外的游戏的情况，折扣期间这些游戏的产品页面浏览量占了总数的35%，是之前冬季折扣这一数据的四倍还多。多出的浏览量并不是毫无意义的，同以往的冬季折扣相比这类游戏的销售收入增加了45%。

The number of games on Steam continues to increase. But the Winter Sale’s visibility and revenue growth is a great indicator that customers are taking advantage of Steam features and tools to find games they want to play, and shopping beyond the front page. As always, we'll keep working on new ways to serve customers and we welcome any feedback from partners. Thanks!