Even though ours hasn't been released yet, we've been seeing slightly more external traffic than internal.
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Piracy. People look at it either because they curious or interested in the game. More external to just see and download. Also, the in-store traffic are those who actually buy it.
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For me, comparing year to year, I now have twice as much external traffic (I had a kickstarter!) but less than half as much steam traffic, for an overall result of a lot less total.
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