itch.io doubled its new games, not its buyers
The open game store itch.io says twice as many game pages are created each day as two months ago, while sales did not double. It is deleting the worst AI uploads and asking more creators to say when they used AI.
Contextitch.io is an open storefront where anyone can upload a game, asset pack or zine for free, which has made it the home of game jams and small experiments.
itch.io's own chart of new game pages per day climbs from about 3,000 in early August to between 6,000 and 7,000 by late October. When people asked whether the growth showed up in sales, itch.io answered that downloads and purchases had not doubled, Game Developer reports.
On November 3 the store's account said it had "just deleted a couple terabytes of ai slop" and reminded uploaders that its quality guidelines have had a clause against mass AI-generated uploads for over two years. The same morning it made an AI disclosure mandatory to create or edit pages in the tabletop, books, comics and soundtracks categories, which join game assets, and added the No AI filter to more pages, including search results.
For games, the disclosure question is still optional, so a page can go up without answering it. Steam is dealing with a similar wave of AI clones, and Valve has asked developers to lean on community and depth to stand apart.
2xnew game pages a day on itch.io, in two months
Why it mattersOn a store where supply doubles and demand does not, each new page is harder to find. Tags, disclosure and a page that shows real craft now do part of the work that simply being new used to do.
For youBrowser builds on itch.io now compete with twice the noise: fill in the AI disclosure honestly (code help counts on some forms), and treat the page screenshots and devlog as the thing that sets the game apart.
- AI disclosure
- A question on the upload form where creators say whether, and where, their project contains output from generative AI tools.
- quality guidelines
- The store's written rules for what uploads are welcome and what can be removed.
- AI clones
- Games that copy an existing game's look or design, produced quickly with AI tools to ride on its popularity.
Sources itch.io: pages per day doubled (Bluesky)Game Developer: itch.io game pages doubleitch.io: AI disclosure in more categoriesitch.io: No AI filter in searchitch.io quality guidelines