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Action
Adventure
Strategy
Casual
Simulation
Racing
Sports
None of those are mechanical in nature. So the idea that they don't use Thematics for the Genre classification is not correct. And honestly, they probably need a category for Comedy. Adding this tags will better help developers sell their games to their target audience. Possibly making reviews better, and also making people more likely to pick up a game because they don't just want some Action/Adventure game.
Honestly, even adding categories for Sci-Fi or Fantasy would help as well. Why limit? We are pigeon holing games too much. As much as I hate the game, "Dear Esther" is a category unto itself that is poorly defined by the minimal standards Steam has set. If nothing else, why not allow for tag words to be listed and used in searching similar to how Google searches work?
Contagion
Nazi Zombie Army 2
No More Room in Hell
Metro Last Light (May not strictly be horror but could fall into the category)
That's not including How to Survive, which may also fall into the category.
4 or 5 out of 22 of their featured games I would consider a sizable market share.
Agreed. Games are generally listed on Steam by gameplay types, as opposed to narrative themes. Most horror games can be easily placed in the action or adventure categories, as generally, those are the gameplay genres that most horror games fit into.
I cannot agree. Those labels give, at the very least, a vague idea of the gameplay mechanics involved in games labelled as such. Perhaps many games may thematically be linked to their respective genres, but generally, they more accurately describe the gameplay experience. Action games are likely to involve combat, adventure games will have large elements of exploration and possibly puzzle-solving, racing games will involve competitive racing etc. That makes it easier to identify a certain type of game, in terms of gameplay, than having options such as "horror", "sci-fi" or "fantasy", which, whilst giving a clear indication of narrative themes, might range anywhere from point-and-click adventures to strategy games to action games.
Having narrative categories as separate "sub-genres" might be an idea, but I don't think it's appropriate to segregate games based solely on them.
Action is a Narrative descriptor. Probably the broadest one that is used today. Even in the sports category you have games like Football Manager. You think sports game, your mind goes to playing sports, Football Manager while a sports game doesn't go in that direction.
The only one of the ones I listed that really gives you an insight to the mechanics of a game is Simulation. And that you still don't know the mechanics until you find out the title of the game. Truck Simulator, Farm Simulator (Which could encompass many things even still), Flight Simulator, Space Simulator. You get a general idea of what the game play might be like, but it is still broad and generic.
Adventure is another one that is not mechanical at all. That can take place over several different mechanical stylings. It implies a Narrative that you are going to go on some form of "quest". There is going to be some underlying story to drive the game play. But to say that it implies a mechanical nature to the game is way off.
Racing is another like simulation that gives you a hint of the mechanical nature of the game, but even still it gives you a narrative description of what is going to happen. But will it be First person, third person, or over head it doesn't describe that mechanic at all.
The Steam Store categorisation system is already based on tags, not exclusive, segregated categories. Take a look around at some store pages; a game can be "action,indie,RPG" or "Free-to-Play,Early Access,Adventure,Casual". When you search for games of a particular "Genre", all Steam does is pull down a big list of every game that has that tag, regardless of what other tags they have.
So adding "horror" (or "sci-fi" or whatever) as a tag doesn't mean action games will no longer be able to be searched as action games. It doesn't mean anything bad for anyone. All it means is that you'd now be able to pull down a list of horror games.
Now of course there are interface problems. As you add more tags, it becomes less and less viable to keep them all visible in that "Games" drop-down menu on the front page. But even if you consider some labels minor and don't include them in that menu; as long as they're still available in the advanced search page (or by clicking on the tag itself on a game's store page), they're still usable, which is infinitely better than not having them at all.
Horror genre is one of the rearest in gaming, really would love to browse through steam horror games now and i cant, i have to go trough thousands of adventure crap to find something.