In recent years, one of the most significant advancements in game development is the accessibility for the average person to start creating games. This lowered barrier of entry allows creators of varying skill levels to get their games on major platforms. However, the platforms themselves have not adapted to handle the overwhelming amount of new content added daily. The saturation of new games on digital storefronts like PlayStation, Xbox, and Steam has reached a point where even great games can get buried and easily forgotten.
Except for AAA games with extensive PR and marketing budgets, every other game faces a challenging task to capture attention at launch. With the exponential rise in the number of game releases, quality alone is no longer enough to ensure visibility. As we move towards an all-digital future, it is crucial for storefronts to address the discoverability issue sooner rather than later. The problem lies not in the sheer volume of games available but in the inability of the right games to reach their target audience.
15 minutes of fame
In 2008, when “Braid” was initially released, there were only 242 releases on Steam for the entire year. Fast forward to 2024, where there have already been 10,862 game releases, averaging almost 50 games per day. Despite this increase, platforms like PSN and Xbox have remained unchanged, causing even a re-release like “Braid: Anniversary Edition” to quickly fade from the new releases pages.
Without significant exposure to the wider audience who do not follow gaming news closely, the re-release of a well-known hit like “Braid” struggled to gain traction, as reported by creator Jonathan Blow. Launching alongside numerous other games, like “World of Goo 2,” further highlights the challenges faced by new games trying to stand out in a crowded marketplace.
The challenges faced by indie developers were highlighted by Stumbling Cat’s experience with “Potions: A Curious Tale.” Steam’s algorithms and store dynamics often favor established studios with larger marketing budgets, leaving indie developers struggling for visibility and sales.
Understanding the discovery algorithms of platforms like Steam remains a mystery for many developers. The lack of transparency in these systems creates a barrier for indie developers like Josiah Peoples, who emphasize the importance of outside resources to navigate the complexities of store visibility.
While some suggestions for improvement have been put forth by developers, there is no clear solution without drawbacks. The consensus remains a need for more opportunities both on and off Steam for indie developers to showcase their games and reach their target audience effectively.
In the digital age, storefronts need to evolve to support and reward quality and effort, rather than just catering to games with large marketing budgets. The playing field should be leveled to give indie games a fair chance at gaining exposure and success in the market.
For indie developers, the challenge lies in finding ways to compete against the marketing power of big studios and identifying tools to increase discoverability among potential players who appreciate their creations.
