The Elusive Solution to Discoverability

Two decades have passed since Steam transformed into a digital storefront, marking the beginning of the digital distribution era. Today, digital distribution is the norm, with games available on various platforms, including smartphones, tablets, and consoles. The rise of digital-only editions of consoles hints at a future where physical media may become obsolete. Initially, there was optimism about the potential of digital distribution to democratize the games industry, allowing more creators to access the market. While this goal has been largely achieved, a significant problem has emerged: the sheer number of games competing for consumers' attention, making discoverability a major challenge. The issue of discoverability has been ongoing for decades, with platform holders and developers struggling to find a solution. Recently, Electronic Arts released a batch of classic PC games on Steam, which, while exciting for fans, pushed newly released indie games down the charts. This incident highlights the difficulties faced by indie developers in getting their games noticed. The problem is not limited to Steam; other platforms, such as the iOS App Store and Google Play Store, face similar challenges. The issue is twofold: firstly, the proliferation of low-quality content, which can be overwhelming, and secondly, the sheer volume of content being created, making it difficult for audiences to discover new games. While platform operators attempt to address the issue of low-quality content, the more significant problem of excessive content and limited consumer attention remains. There is no simple solution, no algorithm that can magically increase consumer attention or provide more hours in the day. The competition for attention is fierce, and it is up to creators to find ways to make their games stand out. Many indie developers struggle with marketing and PR, often relying on the quality of their game to speak for itself. However, this approach is insufficient, as a game's quality is irrelevant if it is not seen by an audience. Creators must develop marketing and PR skills to increase their chances of success. Discoverability is an ongoing battle, and while there is no magic solution, creators can improve their chances by understanding their audience, developing effective marketing strategies, and being proactive in promoting their games. Ultimately, it is up to individual creators to find ways to make their games visible in a crowded market.