The explosion of new video game titles is a dream come true for gamers but a growing nightmare for game studios. Ironically, even as the industry thrives, developers and publishers are grappling with the challenge of getting their games discovered. The sheer volume of releases has made it increasingly difficult for new titles to stand out. How can game studios overcome this hurdle?

The overcrowded market

We just did a little digging to give you a picture of how fierce the competition is. Steam, a Valve-run platform for PC games has become a battleground for both indie developers and blockbuster publishers According to games market tracker SteamDB, 18, 961 games were released on Steam in 2024. Unsurprisingly, we expect a higher figure in 2025. By January 2025, 1,179 games had already been released on the platform. It is a fire moment according to many Indie game developers. FYI, Indie Games means independent video games created by relatively small teams or individuals. These developers have no financial or creative attachment to major studios. Adam Riches, an Indie developer, gave his sentiments to BBC on why new games struggle to capture the market’s attention. Gamers have been spending less on newer games. They increasingly gravitate towards long-running titles e.g. Fortnite or annual franchises like the Electronic Arts FC24/25 and Call of Duty.

In 2024, the Digital Entertainment and Retail Association in the UK indicated that Music sales outpaced Video and Games sales in the first quarter of the year. The latter grew by 7.9% while the former grew by 5.4%. The report indicates that the sales slump, not only affected premium franchises but also smaller studios are struggling to find audiences. Adam posits that quality and best marketing no longer guarantee success. Discoverability is an arduous challenge that studios must contend with. Still, gamers are more likely to identify with video games from established developers. Newzoo analytics indicate that yearly sequels like Call of Duty or popular online titles like Fortnite take up to 92% of gaming time. This leaves a paltry 8% for new releases.

As such, a new video game publisher or studio has to compete with industry titans. These include Activision Blizzard, Electronic Arts, Mojang Studios, Nintendo, Rockstar Games, Valve and Krafton, to mention just a few. While the numbers are on the rise, it is, therefore, evidently clear that big gaming corporations and indie developers struggle with new games in the market.

Why Traditional Marketing Is Failing

Conventional marketing approaches like paid ads, influencer outreach and press releases are no longer as effective as they once were. Here’s some

reasons why:

Dominance of Established Developers

Franchises like Fortnite, Call of Duty, and EA’s yearly releases occupy up to 92% of gamers’ time, according to Newzoo analytics. This leaves only 8% for new releases. Smaller studios face an uphill battle competing against industry giants like Activision Blizzard, Electronic Arts, and Nintendo.

Algorithmic Discoverability Challenges

Getting your game on mobile apps or Steam is a good idea. These are renowned platforms leveraging cutting-edge algorithms to enhance the game’s visibility. Nonetheless, it is not a walk in the park to list your game on such platforms. Typically, these platforms tend to hype and favour games that already have traction among gamers. Popular titles, sequels and brands dominate their feedback channels. Increased visibility and discoverability for established titles is the net effect.

Indie developers and upcoming studios may curate exceptional promos. They may also create personalized recommendations and experiences. However, securing a place on Steam or on mobile App stores is extremely competitive. In other words, many studios and developers lack the required financial power to optimize their games for these super algorithms.

In essence, they miss on the much-needed metrics, including pre-launch hype or wishlist numbers.

Market saturation

SteamDB indicates that almost 19K games were released in 2024 in the Steam_a popular digital storefront. The chances of a new game’s discoverability are increasingly slim. You will realize that even high-quality games are likely to vanish under the avalanche of new game titles.

Organic discovery no longer works. In fact, industry insiders liken the whole scenario of launching a game to a coin flip. Sometimes, small-budget studios will need luck because competing with blockbuster marketing budgets is unsustainable.

Shifting player expectations

Gamers’ expectations often evolve. They significantly gravitate towards content-rich and immersive experiences. Game studios have to pull up their socks because gamers more than ever demand polished titles with eye-catching graphics and the most realistic experiences. It is simple: they want AAA-comparable titles.

As you would expect, such quality levels demand higher production costs. They are also synonymous with development cycles. Developers must, therefore, balance production pace with quality.

While at it, gamers are increasingly skeptical of aggressive monetization features. As such, they compel developers to adopt ingenious player-centric models.  These include the in-game cosmetic micro-transactions which can be used before transitioning to real money micro-game economy once mutual trust is built.

The Rising Influence of Social Media

Many studios have discovered a new gem in social media platforms. Unlike classic channels, studios must leverage X, TikTok, YouTube, or Twitch. These platforms provide essential contact to hype and create buzz about new games Studios also use influencers to push new games across social platforms. It is evident that acquiring the services of top influencers is quite expensive. Besides, the outcome is dependent on the game’s genre, and target gamers, meaning smaller studios will struggle to pony up the budget for various influencers to cater for the different games they often publish.

Navigating the discovery dilemma

The dynamic gaming industry is facing imminent tension. Innovation is thriving while visibility is diminishing. Developers are struggling with creating the much-needed buzz around new games because traditional advertising methods are proving rigged.

Strategies for Success:

Viral Marketing: Crafting shareable content can help generate or

ganic buzz.

Community Building: Engaging directly with players through social media and community forums can foster loyalty and word-of-mouth promotion.

Collaborative Campaigns: Partnering with smaller influencers or leveraging indie game festivals can provide cost-effective exposure.

The path forward demands creativity and adaptability. Game studios that embrace these evolving strategies have a better chance of standing out in a crowded market. The question is: are developers ready to play by new rules?

If you’re a game studio looking to implement these strategies and overcome discoverability challenges, contact Gamer One for expert guidance and tailored solutions.