Steam, the world’s largest PC gaming platform, is expected to see a record-breaking 19,000 new games released in 2025 alone. However, the barrier to entry for developers has become even higher, as most of these games fail to reach users and disappear.
Explosive releases, but waning interest
According to SteamDB, as of December 13th, the number of games registered on Steam in 2025 reached 19,112, already surpassing the 18,559 registered in 2024. This figure breaks the record for the most game releases in a year in Steam history.
The problem is that nearly half of released games aren’t attracting user attention. Review analysis reveals that the number of games released in 2025 with no reviews at all has increased significantly, from 1,711 the previous year to 2,229. Games with just one to nine reviews also increased from 6,377 to 7,098.
On the other hand, the number of games receiving more than 100 reviews decreased to 3,096, down from 3,406 in 2024. This shows that while the number of games entering the market has increased, the number of games actually attracting user interest is decreasing.
The Paradox of Steam’s Open Release Policy
Steam’s open policy, which lowers the barriers to game release for developers, is a double-edged sword. While it has allowed indie developers, who previously struggled to enter the market, to freely release games, it has also made it more difficult to gain traction in the market.
Industry experts point out that smaller developers with limited marketing budgets are particularly struggling. According to SteamDB data, only about 20% of released games generate enough user activity to allow Valve to enable community features like trading cards and badges.
The proliferation of AI-generated games is also a problem.
Recently, there have been concerns that low-quality, AI-generated simulator games are polluting the Steam store. Gamers are increasingly complaining that dozens of these “AI-clicking games” are being released every week, making it difficult to find truly meticulously crafted games.
Urgent need to improve discoverability due to overload of new releases
Steam offers a variety of discovery tools, including wishlists, algorithmic queues, and a curator network. However, with the explosive growth in the number of games, these systems alone are facing limitations. Many developers are expressing dissatisfaction with the store’s exposure algorithm, forcing them to rely on external marketing and community-driven promotions.
Gaming media outlet KitGuru commented, “While it’s true that Steam has democratized game distribution, the sheer volume of releases in the market means that while the number of releases is at an all-time high, actual discovery is becoming increasingly difficult.”
Survival Strategies for Indie Developers
In this fiercely competitive Steam platform, indie developers are deploying various survival strategies.
Community Strategy and Early Access, Utilizing Demo Versions
Many developers focus on building a community before their games’ release. They connect with potential users by sharing their development process on platforms like Reddit and Discord. This strategy leverages existing assets like development logs, sketches, and test videos to build anticipation for the game.
Distributing limited demos or early access versions to communities like Itch.io and Discord before full release has also proven effective. This allows for pre-validation of core gameplay and user feedback, reducing development risk.
Actively utilize marketing tools from game festivals and platforms.
Participating in domestic and international indie game events like Steam Next Fest, Busan Indie Connect Festival (BIC), Indie Craft, and Beaver Rocks has become a crucial strategy for directly engaging with users. These events provide an immediate window into gamer reactions and opportunities for B2B networking and publisher meetings.
Additionally, actively utilizing marketing tools offered by platforms like Steam and the Epic Games Store is also effective. Wishlist campaigns, developer diaries, and streamer key distribution can all help increase visibility for free.
Securing budget and manpower through government agency and local government support projects
Various support programs, such as the Korea Creative Content Agency’s Indie Game Development Support Program (up to 180 million won), the Seoul Economic Promotion Agency’s Game Content Customized Support Program, and the Smilegate Stove Indie Program, are also providing great help to developers.
We also highly recommend utilizing the Global Game Centers, located in 12 local governments across the country, which support the growth of local developers. These programs offer comprehensive support, including not only development funding but also facility rentals, mentoring, partnerships, marketing, public relations, and exhibition participation.
Differentiation strategies and platform role improvements are urgently needed.
On the content front, there’s a growing trend of focusing on niche genres or differentiating yourself with a unique art style. Incorporating streamer-friendly elements to increase viral marketing potential through Twitch and YouTube is also a key strategy.
Industry experts advise that organic marketing, community engagement, and strategic festival participation are the keys to success, adding that while it takes time and effort, it can be effective even on a small budget.
Furthermore, regarding the role of the platform, the company advises, “Steam should strengthen its store quality control, including introducing more robust filtering capabilities and an AI-generated content tagging system.” To provide a better experience for both gamers and developers, it seems time for a policy shift focused on qualitative improvement rather than quantitative growth.
