DICE 2025 Retrospective

DICE 2025 made one thing crystal clear: Indie and AAA studios are in a tough spot. They want to make the games they actually want to make, but they still have to keep publishers happy if they have one, and they need to find ways to get in front of players. Competing with AAA studios on marketing? It's not happening.

But here's the thing: The studios that truly invest in their communities are the ones seeing the biggest wins. It's not about outspending the big publishers—it's about outmaneuvering them.

Community is Everything (And Always Has Been)

AAA studios can throw money at the problem—Super Bowl ads, big-name influencers, massive PR pushes. Indie and AA studios don't have that luxury. What they do have is something way more valuable: a direct line to their players.

Word-of-mouth marketing isn't just effective; it's the best tool smaller studios have. The games that thrive are the ones that give players something to talk about, something to own. Studios that build real engagement, invite their communities into the process, and create a sense of belonging don't just survive; they dominate.

And we've seen it happen before. Look at how some of the biggest recent hits got there—it wasn't marketing budgets that did the heavy lifting. It was players.

• Palworld exploded out of nowhere, not just because of its gameplay but because the community made it an event. Within its first month, it sold over 15 million copies on Steam and attracted 10 million players on Xbox, including Game Pass subscribers (gameworldobserver.com.) At its peak, Palworld had 2.1 million concurrent players on Steam, making it the third-highest game ever on the platform(en.wikipedia.org.)

• Manor Lords saw insane wishlists and launch numbers, selling 1 Million copies in the first 48 hours, 2 Million copies in 3 weeks, and 3 million copies by Feb 2025 (app2top.com, gamebolt.com). This surge was fueled entirely by community hype, with no expensive ad campaign—just a studio that understood its audience and delivered something they were dying to play.

• Balatro took an idea that should have been niche—poker meets roguelike deckbuilding—and turned it into one of the highest-rated games of the year. Developed by a solo creator, it sold over 1 million copies within its first month and reached 5 million units by January 2025 (statista.com.) The game's addictive nature and community buzz were key to its success.

The lesson? Players sell games better than ads ever could. Studios that embrace their communities, listen, and build with them don't just survive—they take over.

These games didn't rely on giant marketing spending. Their communities sold them. In a market where 19,000 new games launched on Steam in 2024—with 80% of them making $5,000 or less—the numbers speak for themselves. The vast majority of games disappear without ever making an impact.

That's why community-driven marketing isn't optional. It's the only viable strategy for studios that can't afford to buy attention.

But marketing is just part of the equation. Funding is still a nightmare, and indie/AA studios constantly seek alternatives.

Funding is a Nightmare, But There's Hope

Even with strong communities, funding is still a massive challenge. Publishers are hesitant. VC money is tight. And while self publishing, early access, and crowdfunding work for some games, they're not a universal fix.

That's why alternative publishing models are worth paying attention to. One that stands out is Shadow Publishing, led by Ben Kvalo at Midwest Games. It's not your typical publishing deal—it's a for-hire service, meaning you pay upfront for support rather than giving up revenue share or control.

For studios that plan for this in their budget or fundraising, it's a legit alternative. You keep 100% of your revenue and IP rights, and zero long-term strings are attached. Ben is someone you should talk to if you're looking for publishing help without the usual trade-offs.

What's Next?

There are two clear paths to success moving forward.

1. The Viral Flash in the Pan

   • Every six months or so, a game explodes out of nowhere. Not because it's polished, but because it's instantly shareable—a magnet for wild highlights, meme-fueled chaos, and "you gotta see this" moments.

   • Janky, chaotic, meme-worthy games will keep popping up, fueled by Twitch, TikTok, and the sheer power of internet humor.

   • These games don't last long, but their impact is massive while they're in the spotlight.

2. The Community-Driven Powerhouses

   • The games that stick around are the ones that invest in their communities from day one.

   • These aren't just games. They're ecosystems. Players feel like they're part of something bigger, and that keeps them engaged long after launch.

   • These studios don't just use their communities. They build with them.

Studios that rely on old school marketing strategies are going to struggle. The ones that make their communities a core pillar — They're the ones leading the way.

Your Game's Success Isn't Up to You—It's Up to Your Players

Studios, be honest—are you letting your community sell your game, or are you still trying to brute-force your way through traditional marketing?