That kiffer-whatever group used some sort of invite method that forced 
people to join the group, even if they didn't opt-in.  I never once 
played on one of their servers (they're in germany), but kept getting 
invites that I would always turn down, but their servers started showing 
up in my L4D groups list.  Technically, I was not even a member of their 
steam group, but the servers showed up regardless.  I sent a bug report 
to Valve, and they fixed it in the next L4D update.

Our website/forums had a link that would send you to the page to join 
our steam group, and we have just used the advertisements plugin on our 
servers to point people to the forums if they choose to, informing them 
that we run a L4D server and that they can join our steam group from 
there to play on it and participate in our pug events.

If you have a decent userbase, you should have no problem filling the 
events out without having people quit in droves, because they joined on 
their own (with a little bit of help from your website).  They join 
because they want to take part in the events or because they want a 
group of people that they (in our case) enjoy playing TF2 with to play 
with when they bust out L4D.

Karl Weckstrom wrote:
> I don't see it as being cheap. If they played on your server, why wouldn't 
> you want to invite them? It's not like you're forcing them to join, it's a 
> simple invite. The only thing steamgroups really do is give the illusion that 
> you have a lot of people that like your servers, even if it's not true. 
>
> The problem with steamgroups is that people will join anything. Does anyone 
> *REALLY* believe that that Kifferstupidwhatever group got to half a million 
> people legitimately, or that half a million people have even played there? 
> Sure it's possible, but not very probable. Every single one of my steamid's 
> has been invited to that group, but I know I never played there..... 
>
> If you create an event for ANY reason, you're going to lose around 100+ 
> people because they get annoyed by those popups. Do it too often and you lose 
> even more. 
>
> The chat function is just as useless. 
>
> I'll tell you what's cheap. The value of steamgroups. 
>   

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