Valve is aware of the growing issue of generative AI-created games and knockoff clones flooding its Steam platform. During the recent Steam Indie Connect event in Korea, Valve's Business Team discussed the problem with developers, stating that they are actively working on solutions.
Last year, approximately 17% of demos featured during Steam Next Fest disclosed the use of generative AI, a figure likely to have been higher this year given the platform hosted over 8,000 demos. This influx presents a significant discoverability challenge for developers who invest years into their projects, only to be overshadowed by a deluge of low-quality or AI-generated content.
Valve acknowledges that AI clones, created from early footage and demos by bad actors to beat original games to market, are an escalating concern. However, Tom Giardino of Valve stated that the company does not intend to act as a gatekeeper by banning specific developer tools. "We don't want to be gatekeepers telling developers which tools they should or shouldn't use," Giardino explained. The company suggests that developers need to focus on adding unique features and personality to their games to stand out, rather than relying on easily replicable mechanics.
Regarding discoverability during events like Next Fest, Valve's Marc Wilkinson noted that while the initial days of the event feature random recommendations to prevent algorithmic manipulation, personalized recommendations based on user activity kick in later. This system, he argued, helps players find games they genuinely enjoy. He conceded that the initial randomness means some low-quality games are exposed, but stressed that the algorithm's integrity is paramount. "We recognize that the trade-off is that some low-quality games get exposed," Wilkinson said. "We are fully aware of the situation, and a significant number of people are thinking about how to solve this problem."
Giardino reiterated Valve's commitment to improvement, emphasizing that the goal is to make Steam a smarter and more dynamic platform rather than restricting developer access. "We don't think we're perfect and there's plenty of room for improvement. Rather than limiting developer access, making Steam a smarter and more dynamic platform is the starting point of our philosophy."