Various talks online on this subject. I chanced upon Chris Zukowski Videos after researching on How to market a Game on steam.
There is not good science to this but it gives various good insights into how users see steam games and make purchases. Check out the How to have Empathy with Steam video, It reveals a lot.
He also highly recommends email to build relationships with customers instead of the usual social media ad spend. This results in more conversion from the funnel.
