The Rise of Game Releases: Competing in a 24,000-Game Industry

Kotaku recently published this article highlighting that over 19,000 games were released on Steam last year in 2024. And keep in mind—this staggering number is just for Steam. It doesn’t include games released on mobile platforms (Android and iOS), consoles, or other platforms like Itch.io. Factoring in these additional platforms, we could easily be looking at anywhere from 25,000 to over 30,000 games released in a single year.

If these games were released evenly throughout the year, that would equate to more than 1,600 games per month. The competition to get noticed as a game developer has never been fiercer. Games don’t just compete with each other; they also compete with people’s limited free time. Developers are essentially fighting for “screen time” with social media apps, streaming platforms, and countless other distractions vying for players’ attention.

Sounds intense, right? But there’s a silver lining—your game can still succeed. In this article, we’ll explore the recent spike in game releases, the opportunities this presents for game developers, and actionable ways developers can set themselves apart in an increasingly competitive industry.

The Spike In Game Releases

The number of games being created every year is skyrocketing. Took a look at the chart below.

Let’s break down the numbers:

• 2021: 11,341 games
• 2022: 12,472 games (+10% increase)
• 2023: 14,534 games (+16% increase)
• 2024: 19,000 games (+30% increase)
• 2025: 24,000 games (projected, assuming a similar growth rate)

So, what’s driving this massive influx of new games? There are two key factors:

1. Industry Layoffs

In recent years, the gaming industry has experienced significant layoffs. Let’s take a look at the numbers:

• 2021: 571 layoffs
• 2022: 8,500 layoffs
• 2023: 11,500 layoffs
• 2024: 14,600 layoffs

These layoffs didn’t just affect major companies; smaller studios closed, projects were canceled, and funding for new ventures sharply declined. Many of the talented developers who found themselves out of work likely transitioned to independent game development. This shift has contributed significantly to the surge in new game releases.

2. The Rise of AI in Game Development

While creating a game remains a labor-intensive process, advances in AI tools have drastically lowered the barriers to entry. AI helps streamline mundane and repetitive tasks, such as asset creation, and assists with solving complex development challenges. This technology empowers developers to bring their ideas to life faster and with fewer resources, further fueling the growth of new games.

As a result, the trend of increasing game releases is unlikely to slow down anytime soon. But what does this mean for competition in the market?

The Market Size & Opportunity

Will the growing number of games make it harder for your title to find an audience? The answer is yes and no.

For developers who rely solely on Steam’s algorithm for discovery, the competition will indeed make visibility a challenge. However, for developers willing to create their own path to success through deliberate marketing and distribution efforts, there’s enormous potential.

Here’s why: there are over 3.32 billion gamers worldwide. Take a look at the progression of the global gaming audience:

If 20,000 games are released in a single year, that equates to approximately 166,000 gamers per game—in theory. In a perfect world, every game should have players. Now of course it's not a perfect world and while this distribution isn’t perfectly even, it highlights the sheer size of the opportunity. Yet, despite this potential, a surprising number of developers fail to capitalize on it.

When surveyed, 54% of developers admitted to doing no marketing at all. This aligns closely with the percentage of games that generate less than $4,000 in revenue. Not marketing your game means relying entirely on Steam’s saturated algorithm. And in today’s market, that’s a losing strategy. Examine the charts below.

If you compare the two charts, you'll notice that increased time and resources devoted to marketing also lead to higher game revenue. The key takeaway is that games that succeed in this increasingly competitive market will need to invest significant effort into reaching the growing audience of gamers.

The Myth of “Build a Great Game, and It Will Succeed”

One of the most harmful beliefs among certain groups of game developers (not all) is the idea that “if you just build a great game, it will succeed.” This argument often dismisses the role of marketing and points to viral success stories as proof. It’s often accompanied by another argument: that most games fail because they are subpar and low quality. Sound familiar?

But this way of thinking is as flawed as saying, “If I just play the lottery, I’ll become a millionaire". Sure, it’s possible to win the lottery—but the odds are slim. Similarly, success in game development requires deliberate execution.

Another issue with the “great game” argument is that quality is subjective. Some players love retro 2D games, others prefer cutting-edge AAA graphics, and still others enjoy simple card games. With an audience of 3 billion people, there’s room for all types of games and you can’t merely judge a game as subpar because it’s not your style of game.

What truly matters is whether your game meets the expectations and standards of its target audience. But there are universal standards a game should adhere to which include:

• Minimizing Bugs: A bug-ridden game will frustrate any audience.
• Polished Mechanics: Unintuitive or clunky gameplay will drive players away.
• Consistent Visuals: Your game’s art style should match its theme and genre.
• Honest Marketing: Deliver what you promise to avoid disappointing players.
• Quality Audio: Poor audio design can ruin immersion.
• Reasonable Monetization: Avoid excessive ads, microtransactions, or pay-to-win systems.

In other words, there are plenty of good games which are designed to a specific audience that your game will be competing with.

How Developers Can Compete

With 19,000 games released annually on Steam, there are two schools of thought:

1. Steam should improve its algorithm to provide better exposure for games.
2. Developers should take responsibility for marketing their games.

Steam makes $11 billion a year in revenue, from their perspective it might not look like there is a problem and the process is working as intended. This means it's the developers problem to figure out how to market and distribute their game, and the algorithm should just be a bonus . Here are three ways you can market your game:

Do It Yourself for Free

The first option is deciding to handle marketing yourself. For those new to marketing, there are free resources, such as our Marketing Guide or this guide by Chris Zukowski on How to Market Your Game. However, doing it yourself requires three critical things: time, consistency, and commitment.

Both guides go into depth on how to market your game, covering strategies, tactics, and providing valuable data. But even with the knowledge they offer, you’ll still need to dedicate time to execution—at least one hour a week.

Consistency is key. Your marketing efforts can’t be sporadic; otherwise, you risk losing momentum. Once you start seeing results, it’s important to maintain your efforts throughout the entire lifecycle of your game. If your results are positive but you feel overwhelmed, that’s when you should consider using automation tools or hiring someone to help.

Automation Tools – Paid

Using automation tools can make the DIY route much easier. These tools can track performance, provide feedback, offer actionable steps, and even leverage AI to speed up content creation. However, without a proper understanding of marketing concepts and strategies, the effectiveness of these tools can be limited. That’s why we recommend reading our Marketing Guide and Chris Zukowski How to Market Your Game before diving into marketing automation.

At Glitch, marketing automation is our specialty. We provide tools for automating influencer marketing and social media campaigns. Most importantly, our platform offers comprehensive analytics tools that analyze, evaluate, and deliver actionable insights at every stage of your game’s marketing journey. Our goal is to help busy indie developers automate their marketing so they can focus on what matters most—developing their games.

Hire an Agency or Consultant

If you don’t have the time to learn and execute marketing yourself, don’t like the idea of automation tools, but have a budget, hiring a consultant or agency may be your best option. However, two major concerns with outsourcing are cost and the risk of scams.

To address the scam issue, we’ve written an article on how to spot marketing scams for games. In summary, look for professionals who are transparent, willing to put a face to their company, and provide verifiable results. Always perform background checks and ensure the process is open and clear.

When it comes to costs, they can vary significantly depending on who you work with and what services they provide. Are they creating content, managing influencer campaigns, writing emails, or handling other marketing activities? Agencies typically charge more than consultants but often come with additional resources to support your game. Consultants, on the other hand, may be a better fit for early-stage developers.

Whoever you choose to work with, make sure to set clear, agreed-upon expectations. This means they should guide you, push back when necessary, and establish realistic timelines for deliverables. Be cautious of anyone who only says "yes" and promises guaranteed results.

Charting Your Game’s Path to Success

The gaming industry is more competitive than ever, with thousands of new titles vying for attention each year. But with over 3 billion gamers worldwide, the opportunity to carve out a niche for your game has never been greater. Success doesn’t come from simply hoping your game goes viral or relying on a crowded algorithm—it comes from deliberate effort, strategic marketing, and a deep understanding of your audience.

Whether you decide to take the DIY approach, leverage automation tools, or partner with an expert, the key is to remain consistent and committed to your game’s growth. Remember, every great success story starts with a plan, and the time you invest in your game’s visibility is as important as the time you spent developing it.

The landscape is shifting, but with the right mindset and tools, your game has the potential to not just survive but thrive in this booming market. It’s your time to stand out, connect with players, and build something unforgettable. The question is: how will you chart your game’s path to success?