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Steam is Pretty Much Gone for Indies…

Sean Alexander

Admit it, you all saw it coming right?

 

Steam has been heading down this path for a long time, and as the monopoly force behind digital distribution for PC games it has just sat and done nothing.

 

So what has happened? Well FDG Entertainment revealed that yes, Blossom Tales on Nintendo Switch in only three months, outsold its Steam release by 20 to 1. This has allowed the developer to stay in business.

A game styled like Zelda on PC has every opportunity to explode into a critical and commercial success on Steam. Low barrier to entry, great game, great basis, all a recipe for success. Alas, Steam failed.

It failed to deliver on what should have been a smash hit. It was buried under the waves of hundreds of weekly games and tech demos poured onto Steam in a market with no curation whatsoever. But that one move over to a console gave it all the light it needed.

It cannot be understated, it kept a company in business by moving away from what IS and SHOULD BE a huge market.

But it isn’t, at least not anymore, and its unlikely to ever be again.

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Steam has long been the bastion of indie games, propelling lesser known studios to stardom to then propel their own games with their own marketing bucks to an even wider audience, rather than risking being a drop in the bucket trying to make a wave by luck.

Of course now, you are almost guaranteed to be a mere drop in the bucket. Steam doesn’t care. It got its fee – the users likely can’t find you, curators can’t curate, the market is over saturated.

The recent Nindies Showcase, while showcasing 14 games, was met with a lot of “Is that new”? Turns out a lot of the games are coming FROM Steam, where people didn’t even know they existed!

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Back with Steam Greenlight, a mess though it was, games were announced to be coming to Steam via the program. It was a big deal. Now with Direct, the entry fees haven’t changed – the curation has demonstrably gotten worse – and the games just sort of…appear.

That’s all that happens. Games just…show up. No fanfare. Valve got your money now go try to sell yourself amid the wave of new games coming tomorrow.

 

A better way to word it, is imagine trying to sell your game, but your only chance at making enough money to break even is to basically be the Wii. A flash of lightning in a bottle. That system got huge success due to the right ideas to the right people at the right time.

On Steam, you need to be lightning in a bottle, and it needs to be immediate, or the wave of sewage will come and douse you.

 

Oh, and Steam also has THIS issue:

 

So that is where we are now. Games are finding more success on curated store fronts, where the console makers, Sony withstanding it seems, are more than happy to push indie games. They know these small developers will one day be the big shots. It’s a shame Valve has left itself become complacent.

 

As for the PC side, I can’t see things changing. Valve is in a position to not be challenged in distribution, so unless a platform for indies appears and explodes, you’ll have to be lightning in a bottle. Every day on Steam that window gets smaller and smaller though.

 

Thanks for reading and sorry for the huge delay and absence! Things will begin to pick up slowly! Let us know what you think of these revelations (It was obvious really) and see you all next time! Happy Gaming!

LawBreakers: You Can’t Sell a Game on a Name

Sean Alexander

LawBreakers is an interesting game. Not really from the game part though.

 

So who has heard of Cliffy B? A man whose affectionate nickname stands out because of his involvement in titles such as Gears of War, Bulletstorm and Jazz Jackrabbit…okay maybe just the first one. He also worked on a lot of the Unreal series. So yeah, guy has a resume.

His latest project was LawBreakers. A competitor, not-competitor to Overwatch. Using anti-gravity mechanics, you could move in ways that differentiated the gameplay from its other hero based shooter brethren.

Unfortunately LawBreakers has been a bit of a flop. In some respects that’s an understatement and I’m sure the game itself has a lot of heart put into it, as the development team is clearly passionate, as is the publisher, but sales wise, it didn’t do well, and it’s player base is unfathomably low.

 

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Personally the first reason I can think of this happening is obviously Overwatch. If you want to release a hero based shooter, you need to stand toe to toe with the marketing juggernaut that is Activision-Blizzard. You need to be able to outpace and match Overwatch, no matter how different your gameplay is, it’s occupying the same space and aiming for the same players.

Just like Battleborn, another game that was attempted to be sold on name alone. Sure, Gearbox software has a name to them, one of…mixed quality…but it’s still a big name. But that enough wasn’t going to stop Overwatch, which release just before it, from casting a shadow and kicking the game aside. Not even going Free To Start saved it.

LawBreakers fared even less well. It came long after Overwatch had established itself as THE Hero shooter title. Millions of players, millions in revenue, it’s a juggernaut. What hope did LawBreakers have of snatching some of that away, especially without the marketing behemoth that is Blizzard behind it?

 

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The next thing that stood out to me, or rather, didn’t, was how under the radar this game was. Before release I was aware of a beta. I was aware the game existed, but I didn’t know much about it. All I heard, and all a lot of articles really said was that it was kind of like Overwatch, and a game from Cliffy B. What the game was certainly could have been conveyed better, especially what made it different from Overwatch, and it certainly didn’t quite grab the zeitgeist like a viral hit would.

The weird thing is, who can say why this happened? I’d certainly like to believe it is because, yet again, you can’t be a comparatively smaller publisher shouting your lungs out about a game, when there is a man with a megaphone right next to you. You won’t win that battle, not without some unprecedented windfall.

It could have just as easily been a case of not presenting the rights parts of the game.

 

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The next point is what I think really damaged the ship. As I stated a lot of the buzz around the game was “It’s from Cliffy B!” and while that CAN sell a game, it more often than not doesn’t.

Example: Mighty No. 9. From Keiji Inafune. Game wasn’t that good really. Heck even long-standing industry veterans can’t sell a game on name alone. The name of the company behind it, or the franchise in question can certainly reach the masses. Granted the game still needs to be good. But the masses don’t know the individuals. Ask anyone who Shigeru Miyamoto is. They don’t care about that. They don’t know the people.

More so, you can certainly say “Oh, this is the man behind the concept”, but…what about the rest of the people actually making the game? Yes, Keiji Inafune could say Mighty No. 9 was his idea but the rest of the team was responsible for execution. A single name behind a game does not a good product make.

 

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The reason I wrote this article is that publisher Nexon had a huge $32.6 million expenses hole in its financial reports, and naturally investors want answers. Apparently that was to be filled by LawBreakers, and the response the company gave was…interesting?

“…the timing of its launch turned out to be unfortunate, specifically the blockbuster PC online game PlayerUnknown’s Battlegrounds came out right about the same time, making the market environment very tough for first-person shooters in general and for LawBreakers”

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Now I can understand this being the case on PC. But on consoles? Well Xbox One only just got PUBG and the PS4 hasn’t yet and won’t for a while. So this argument even if true only holds partial water. But on top of that no mention was made to the in-genre competition from Overwatch and Paladins.

But as I mentioned, even prior to launch this game didn’t really spark interest or catch attention. Nexon was banking on sailing a ship into a port already full to bursting with other similar ships. PUBG was just passing by.

 

This just goes to show that your name can’t sell a game on its own, and nor is throwing yourself into a crowded space without catching the eye of consumers a good idea.

And blaming a game that was passing by? A lot of other games managed to sell well this year despite PUBG being a thing. But damage control is damage control. You can’t tell investors “Our bad” otherwise confidence plummets. When you have a huge black hole in finances the last thing you want is people jumping ship.

 

 

As always I hope you enjoyed this article and that you give it a share and comment on social media! Until next time, Happy Gaming!