Julio Neves
The indie games industry has seen its fair share of triumphs and tribulations, especially in 2024. While the landscape is rich with creative talent and innovation, it is also plagued with challenges that threaten the sustainability of smaller studios. From securing funding to gaining visibility, indie developers are navigating a tricky environment that requires not just passion but also strategic planning and resilience.
A Tough Market: Funding Challenges
One of the most significant hurdles indie game developers face is securing funding. As the industry becomes increasingly competitive, smaller studios struggle to find financial backing. Aurélien Condomines, co-founder of Humble Reeds (known for Kamaeru: A Frog Refuge), highlights the issue. He notes that the competition has led many developers to underprice their games, exacerbating the financial strain.
“There’s a problem with market saturation and pricing,” Condomines explains. “Many developers are willing to lower their game prices just to stay afloat. Combine this with difficulties in obtaining funding, and you have a situation where many studios can’t sustain themselves long-term. We’re seeing closures and layoffs because developers can’t make a living solely from their games.”
Rebekah Saltsman, CEO of Finji, echoes these concerns. Even established indie studios with a proven track record find it difficult to secure external funding or marketing partnerships. According to Saltsman, this is partly because the costs associated with game development have skyrocketed.
“The budgets for game development are astronomical,” she says. “Whether you’re a studio seeking $100,000 or $10 million, it’s incredibly hard to find the necessary funding. The process feels almost impossible at times. Development cycles are long, and without financial backing, it’s a constant struggle to keep the lights on.”
For many indie developers, using third-party game engines like Unity adds another layer of complexity. As development cycles extend over several years, the underlying technology evolves, and developers are often forced to update or adapt their games to meet current standards.
“There’s a moving target with engines like Unity,” Saltsman points out. “You might start development with one version, but by the time you’re ready to launch, the technology has moved on. It’s a challenge to keep your game looking visually competitive when the tools are constantly evolving.”
Creative Challenges and the Iterative Process
Creating a compelling game involves more than just coding; it requires a solid narrative and gameplay mechanics that resonate with players. This creative process is often unpredictable and can lead to numerous iterations before the final product is ready. Luc Baghadoust, executive producer at Don’t Nod Montréal, emphasizes that game design is a fluid process.
“You can’t assume that your first design will be the final one,” Baghadoust says. “Iteration is key. You need to allow room for creativity while managing time and budget constraints. It’s a delicate balance.”
For indie studios, balancing creativity with practical concerns is crucial. The goal is to refine the game without delaying the launch excessively or overshooting the budget. This iterative process is both a blessing and a curse—it allows for creative exploration but can also drain resources if not managed carefully.
The Discoverability Dilemma
Even if a developer creates a brilliant game, getting it noticed is another uphill battle. The indie game market is saturated, making it difficult for new titles to stand out. Mélanie Christin, co-founder of Humble Reeds, highlights the challenges of visibility.
“It’s incredibly hard to make your game stand out among so many good titles,” Christin says. “There are potential fans out there, but they might never find your game because it’s buried among countless others. It all comes down to marketing, but even that is tricky because strategies evolve rapidly.”
The discoverability issue is exacerbated by the dominance of certain games and services. Popular titles, including long-standing franchises and games-as-a-service, capture much of the gaming audience’s attention, leaving little room for new indie games to shine. Alison Czarnietzki, CEO of Only By Midnight, notes how platforms like Steam are a double-edged sword.
“When you look at Steam, most players are engaged with a handful of popular titles like Call of Duty,” Czarnietzki explains. “The indie section is small, and all those developers are competing for visibility. Features like the ‘new and upcoming’ section only highlight games briefly, making it tough for new releases to maintain momentum.”
Marketing: A Continuous Struggle
Marketing remains one of the most challenging aspects for indie developers. Many studios excel at making games but lack the expertise or resources to market them effectively. This is where industry events like Gamescom’s Indie Arena Booth come into play. These events provide a platform for indie games to gain exposure, but even then, competition is fierce.
“Events like Gamescom are fantastic,” says Czarnietzki. “They showcase indie games and bring them to an audience that might not see them otherwise. However, we still struggle to get enough eyeballs on our projects. There’s real artistry in indie games, but we need more platforms that spotlight these innovative ideas.”
The rapid pace of change in marketing trends also poses a challenge. Social media algorithms, influencer partnerships, and platform-specific strategies evolve so quickly that what worked last year might be obsolete today. For indie developers, keeping up with these changes while also focusing on game development can be overwhelming.
Supporting the Next Generation
Despite these challenges, there are ways the industry can better support indie developers. Mentorship and guidance from more experienced studios can be invaluable for newer developers trying to navigate the complex landscape of game development. Saltsman of Finji believes that fostering a culture of mentorship is key to the industry’s long-term success.
“Anyone who has the opportunity to mentor new developers should do so,” she says. “This is how our industry can grow and thrive. Experienced developers need to support those coming up behind them, offering feedback, introductions, and encouragement. It’s not just about giving advice; it’s about walking alongside them and being a sounding board.”
This approach, Saltsman argues, has been part of the indie community’s ethos for a long time. However, she stresses the importance of extending this culture of mentorship beyond just the indie scene to the broader games industry.
“Indie developers have always supported each other, but we need this spirit of collaboration to spread throughout the entire industry. When we uplift new developers, we help create a more vibrant and diverse gaming landscape.”
Leveraging Industry Events
Industry events and showcases play a significant role in helping indie games gain visibility. While digital platforms like Steam are crowded, physical events provide an opportunity for face-to-face interactions with potential players and publishers. These interactions can be crucial for gaining traction, especially when launching a new game.
“Launch visibility is everything,” says Condomines. “The initial release period is when you get most of your traction. If your game doesn’t catch on quickly, it might get buried by the sheer volume of new releases.”
Showcases, demo sessions, and networking opportunities at industry events help indie developers make those critical connections that can lead to future collaborations, publishing deals, or media coverage. However, the cost of attending these events can be prohibitive for many small studios, making it a double-edged sword.
The Role of Publishers and Platforms
Publishers and platforms have a significant role to play in supporting indie developers. Whether through financial backing, marketing support, or providing a platform for visibility, their involvement can make a substantial difference. Many indie games achieve success through partnerships with publishers who believe in the vision and provide the necessary resources to bring the game to market.
Saltsman emphasizes that with the right support, even modestly successful games can keep studios afloat.
“Most games can turn a profit if they get some backing from a publisher or platform,” she says. “The returns might be modest, but that’s often enough for indie studios. As long as we make enough to keep going, we can continue to create.”
This modest approach is part of what has kept the indie scene alive. Unlike AAA studios, where profits need to be massive, indie studios often survive on smaller but consistent returns. The challenge is maintaining that balance in an industry where costs are rising, and competition is fierce.
Looking Ahead: A Call for Industry-Wide Support
For the indie games industry to thrive, there needs to be a concerted effort from all stakeholders—developers, publishers, platforms, and even players. The focus should be on creating an ecosystem where new ideas can flourish without being stifled by financial constraints or drowned out by the noise of the market.
Supporting mentorship, promoting visibility through events and digital showcases, and providing funding opportunities are all steps in the right direction. The indie community has shown remarkable resilience and creativity, but it needs the backing of the wider industry to sustain its growth.
“At the end of the day, we make games because we love it,” says Saltsman. “If we can keep making modest profits, we can keep our studios open. And that’s what it’s all about—creating, sharing, and pushing the boundaries of what games can be.”
The journey for indie developers is far from easy, but the passion and creativity driving the industry continue to inspire. As long as there are players seeking fresh, innovative experiences, there will be a place for indie games. The key is building a supportive environment that allows these unique voices to be heard and celebrated.
