The number of new game pages being created on itch.io has doubled over the past two months, with generative AI projects accounting for the majority of this surge, the platform confirmed. This influx is contributing to a growing challenge for independent developers seeking visibility on digital storefronts.
Itch.io, known for its accessibility to a wide range of creators, from students to established indies, has seen its daily game page creation rate climb from approximately 3,000 in August 2026 to over 6,000 as of October 30, 2026. Despite this dramatic increase in content volume, itch.io has indicated that the number of downloads and purchases has not mirrored this growth.
This trend poses a significant concern for developers whose games are not AI-generated. The increased saturation of storefronts, including Steam where AI-made games are also reportedly overshadowing smaller titles and Steam Next Fest demos, makes it harder for unique, hand-crafted games to gain traction. While itch.io has implemented a policy requiring developers to disclose the use of AI in their projects, the platform has not yet imposed restrictions on the release of AI-generated content.
The current situation suggests that without more robust measures from platforms like itch.io and Steam to manage the proliferation of AI-generated content, indie developers will continue to face an uphill battle for recognition in an increasingly crowded digital marketplace.