Itch io reports game page creations doubled due to generative AI

Indie video game marketplace Itch.io reported that the number of game pages created on the storefront each day has doubled over the past two months. Game Developer reported that a site representative attributed the sudden influx to the impact of generative artificial intelligence on game development. However, the representative noted that the increased volume of store pages has not led to a corresponding rise in sales or revenue. [1]

The platform allows independent creators to publish and sell games with minimal barriers to entry. According to Grokipedia, the store provides customizable project pages with analytics on views, downloads, and sales. It serves as a major hub for rapid prototyping and discovery within the indie gaming scene, hosting hundreds of thousands of titles. [1][3]

In July 2025, Itch.io updated its adult content policies following pressure from payment processors, as Grokipedia documented. That policy change resulted in the platform de-indexing all adult content from its search and browse features, while leaving direct links functional for existing projects. [3]

Game Developer reported that Itch.io shared a chart on social media platform Bluesky showing the steep rise in project creations. The storefront continues to operate as an open marketplace, but the surge in AI-generated submissions poses new discoverability challenges for indie developers. [1]