The explosion of video game releases has made marketing and launch the toughest challenge for Australian developers. Facing fierce competition on platforms like Steam and mobile stores, devs are seeking fresh approaches, including leveraging IP deals and unconventional promotion methods, to capture attention and convert interest into sales.
- Over 21,000 new games launched on Steam in 2025, intensifying competition.
- One-quarter of Frosty Games Fest applicants are showcased, highlighting exclusivity.
- Bad Plan Studios secured a TV adaptation deal for their game End of Ember.
What happened
The volume of new video games hitting the market continues to surge, with Steam alone hosting over 21,000 new titles in 2025, up from around 18,000 in 2024 and just 1,700 in 2014. This dramatic growth extends even further in the mobile gaming space, which sees over 100,000 titles released annually. For Australian developers, this means standing out is more challenging than ever, with many seeking innovative marketing and launch strategies to break through the noise.
One notable example is South Australia's Bad Plan Studios, which recently announced that its game End of Ember has been optioned for a TV series by Cosmic Scream. This milestone resulted from opportunities created by initiatives such as VicScreen and the introduction of Australian content spending laws for streaming platforms. The deal highlights developers' increasing exploration of IP expansion beyond traditional gaming channels as part of their promotional efforts.
Why it matters
In a saturated market, traditional promotional paths like media reviews, expos, and influencer partnerships are no longer reliably converting interest into sales. For example, games with large wishlists on platforms like Steam frequently struggle with launch sales. The reality forces developers to diversify their outreach and experiment with unique tactics — including partnerships with media producers and targeted advertising on niche forums like Reddit.
Australian developers' willingness to rethink marketing strategies impacts the local gaming ecosystem by fostering cross-industry collaborations and unlocking new revenue streams. These efforts align well with recent policy changes that incentivize content creation within Australia, potentially raising the profile and commercial success of domestic games internationally.
What to watch next
The upcoming Frosty Games Fest in June, showcasing 50 handpicked titles from Australia and New Zealand, will serve as a key indicator of emerging promotional trends and standout projects within the region. Observers should watch how developers leverage this platform amidst stiff application competition to build sustainable audience engagement.
Additionally, the consequences of the new streaming content investment laws may become more evident as more game studios explore adaptations and cross-media projects. How well these ventures drive game awareness and sales will influence whether IP-focused marketing becomes a standard approach within Australia’s gaming industry.