Key Takeaways
- Buckley says Steam Next Fest has become harder to navigate as more games compete for players’ attention.
- He estimates discussions concentrate on around 25 games after the event’s first 24 hours.
- AI-generated content has added to concerns about discoverability, but low-effort games existed before generative AI.
- Buckley still considers participation worthwhile despite the uncertain results for individual developers.
Steam Next Fest is becoming a tougher proposition for indie developers trying to get their games noticed, according to John “Bucky” Buckley, publishing lead at Palworld developer Pocketpair. The event gives studios a chance to introduce upcoming games through free demos, but thousands of competing releases can make it difficult for individual titles to find an audience.
Buckley says the problem has existed for years, although the growing number of games and the presence of AI-generated content have added to developers’ concerns. He estimates that discussions around the event narrow down to roughly 25 games after the first 24 hours. Despite the competition, Buckley believes participating remains worthwhile, even though many developers may see little attention for their work.
Steam Next Fest Leaves Many Indie Games Competing For Attention
Buckley shared his take on X. He said Steam randomizes game recommendations heavily during the first few days, but after 24 hours, conversations tend to centre on roughly 25 titles.
The problem is not simply the number of demos available. Games that attract early interest can gain further attention through social media, videos and player discussions, while less visible projects may struggle to reach people willing to try them. For studios without an established following, that can make the event’s results difficult to predict.
The October 2026 edition has prompted similar concerns among players and developers. In a discussion on reddit, one developer pointed to more than 7,000 participating games and questioned whether smaller projects could gain sufficient exposure among so many competing releases.
That figure reflects the Reddit discussion rather than a published Steam count. Still, the concern illustrates the challenge facing developers: making a demo available does not mean players will find it.
Valve describes Steam Next Fest as an event intended to connect players with upcoming games and give developers an opportunity to gather feedback. Its guidance also encourages studios to consider when the event best fits their release plans, rather than treating participation as a guaranteed route to success.
For developers, the value of taking part can therefore depend on more than raw player numbers. Feedback from a smaller audience may help identify problems or improve a game before launch, even if the demo does not receive widespread attention.
AI-Generated Content Adds To The Discoverability Debate
AI-generated content has become another point of discussion around the October event. Some players say AI-generated artwork and other assets make it harder to distinguish games they want to explore from releases that appear to have received limited development effort.
A thread on reddit discusses the number of demos and the presence of AI-generated capsule artwork. The comments show that some players are concerned about the volume of content they must browse, although individual observations do not establish how much AI-generated material is present across the entire event.
The distinction matters because AI is not the only factor affecting discoverability. Games with limited marketing, unfamiliar concepts or little existing community interest may struggle to attract players regardless of how their assets were produced. Buckley’s comments suggest that games receiving little attention are not a new problem for Steam Next Fest.
The debate also raises questions about how developers should balance exposure against the resources required to participate. Preparing a demo takes time, and studios must decide whether the potential feedback and visibility justify that work.
Valve’s official Next Fest guidance outlines the event’s eligibility requirements and preparation process, but participation itself does not promise a particular level of exposure. Buckley nevertheless believes the event is still worth trying. His position is not that every game will find an audience, but that the opportunity to reach players remains valuable despite the competition.
For indie developers, the practical challenge is to approach Next Fest with realistic expectations and consider it one part of their broader plans for building awareness before release.
