The Elusive Solution to Discoverability in the Digital Age

The digital distribution era, pioneered by Steam nearly two decades ago, has revolutionized the way games are consumed. With digital distribution now the norm, the games industry has become more democratized, allowing a diverse range of creators to bring their products to market. However, this shift has also created a significant challenge: discoverability. The sheer volume of games competing for attention has made it difficult for consumers to find the products that interest them most, and for developers to get their games noticed. Despite efforts to improve discoverability through better UI design and algorithms, a perfect solution remains elusive. A recent example involving Electronic Arts' release of classic games on Steam, which inadvertently pushed indie games down the charts, highlights the complexity of this issue. The problem is further compounded by the fact that even if low-quality content is filtered out, the sheer amount of products being created and released will always exceed the available consumer attention. This attention economy is a zero-sum game, where the success of one product often comes at the expense of another. While some creators may be skilled at marketing and PR, others may struggle to promote their work effectively, relying on the quality of their product to 'speak for itself.' However, without an audience, even the best products will go unnoticed. The battle for discoverability is ongoing, and while there are areas for improvement, there is no magic solution. Developers must be prepared to invest time and resources into market research and marketing strategy to increase their chances of success. Ultimately, the responsibility for discoverability lies with the creators themselves, who must find ways to make their products stand out in a crowded market.