Quick answer: Set the special steam_display key to a token defined in your published rich presence localization, supply any referenced sub-keys, and verify it through the friends list, not your own client.
Friends see rich presence text resolved from your published token file, not the raw value you set. If you only set arbitrary keys without steam_display, nothing renders in their list.
How to fix it
1. Set steam_display
Call SteamFriends()->SetRichPresence("steam_display", "#Status_InMatch") where the token exists in your published rich presence localization. Without steam_display nothing shows.
2. Define and publish tokens
Upload the rich presence localization on the Steamworks site with each token and its sub-key references, then publish. Unpublished tokens render as blank for friends.
3. Test from another account
Rich presence is shown to others, so verify from a friend's client or a second account. Your own client may show keys that friends cannot resolve.
Catching the ones you can't reproduce
The hardest version of this to fix is the one you can't reproduce — it only happens on a player's hardware, OS, driver, or save state, under conditions that simply aren't present on your machine. A report that says “it crashed” or “it froze” gives you nothing to act on, so the bug survives release after release while quietly costing you players.
Automatic error capture closes that gap. Each failure arrives with its full stack trace, the device and OS, the build number, and a breadcrumb trail of what the player did right before it broke, so even a failure you have never seen becomes a specific, reproducible issue. Fold identical failures into one signature ranked by how many players each hits, and your worklist sorts itself worst-first instead of arriving as a stream of vague complaints.
This is where a tool like Bugnet earns its place. Its SDK captures every error automatically with the full stack trace plus device, OS, memory, build, and game-state context, folds duplicates into one grouped issue with an occurrence count, and ties each to the build it first appeared on — so you fix the problem that hurts the most players first and confirm it is gone when its signature disappears from the next release.
The bug you can't reproduce isn't gone — it's just invisible until you capture it from the player's device.