The number of game pages doubles on Itch.io as AI games flood the store
Itch.io reports a doubling of daily game page creations over two months, largely attributed to AI-generated games, though sales and downloads have not increased proportionally.
Itch.io, an indie game marketplace, announced that the number of game pages created per day has doubled in the past two months, rising from around 3,000 to nearly 8,000. The increase is widely linked to the rise of generative AI tools in game development, though the platform did not explicitly confirm this cause. The surge in listings has not translated to higher sales or downloads, according to a representative’s Bluesky post. The platform’s growth in pages contrasts sharply with its stagnant revenue metrics.
A review of Itch.io’s newest games reveals numerous thumbnails generated using AI tools, with the platform’s AI filter reducing visible listings from 1,772,099 to 432,180. Creators are asked to disclose AI use via an optional tag on game pages, though compliance is not enforced. The platform’s guidelines encourage truthful disclosure but do not specify penalties for non-compliance or unreported AI use.
Valve, operator of Steam, has also addressed the influx of AI-generated games by urging developers to differentiate their work through community features. The move follows a similar trend on Steam, where AI-assisted games have proliferated without clear sales benefits. Itch.io’s experience mirrors broader challenges faced by open marketplaces adapting to AI-driven content creation.
Industry veteran Imran Khan noted the long-standing presence of AI tools in game development, though the current scale of AI-generated pages is unprecedented. The surge highlights tensions between open distribution models and the practical impact of AI on indie game visibility and monetization. Platforms are now grappling with how to balance inclusivity with quality control amid this shift.