While it’s been talked about for a while, Steam finally announced “Big Picture” mode for Steam. The into video was weirdly different from Valve’s usual product announcements.

Instead of the more narrative based product announcements like the TF2 “Meet the…” series, it’s purely product presentation. Almost has a vibe similar to a Google product video.

The video isn’t bad. The thing that stands out for me is the human voice-over that represents the Steam and Valve, rather than a character in a game. Prior, the identity of Steam consisted mascots rolled out for the community pages and seasonal sales. Now there’s a voiceover and presentational framing of product without voiceless cartoon characters.

Combine this and the expansion to non-entertainment apps on Steam, it looks like our little Steam is growing up!