Years ago, I was involved in the early days of the Indie MEGABOOTH. I am extremely proud to see what it has grown into since I left the initiative to work on other projects, but some of the early ideals of the initiative stuck with me ever since. The idea was – and to this day remains – that creators that stand together stand stronger. This same mantra made Humble Bundle to what it is, and that mentality is what supports networks like Fig, itch.io, Indie Fund, Patreon, and many others.
Over the past few years, game development has become increasingly competitive. As a response to the race-to-the-top in terms of social reach, PR, and marketing efforts often required to launch a successful game, boutique publishers have popped up around the industry. They do phenomenal work – we’ve worked with Devolver Digital, and I’ve advised, scouted for, am friends with, or keep good contact with teams like Raw Fury, Team 17, tinyBuild, Paradox, and many others. Like MEGABOOTH, most of these indie publishers offer a valuable service, and they’re a net gain for our industry.
Regardless, the truth remains that every good thing has a downside. Anything that accelerates or otherwise increases the chances of success, unless it is limitless, free, and readily available, will eventually leave the playing field less equal.
Between the rise of indie publishers and these enormous ‘combined booths’, showcasing at major trade shows has become increasingly difficult for mid-size creators that sit in the awkward spot between “don’t want to take a valuable spot at Indie MEGABOOTH that another, smaller, creator could use much more than we do” and “not quite big enough to financially be able to go up against indie publishers in terms of booth size and content”. Some developers don’t feel like they quite fit or want to be ‘indie’ anymore, some developers would rather not have their expo schedule be dependent on secondary selection processes, and some did not or would rather not work with a publisher for a project.
For Vlambeer, we noticed that it was getting really hard to get any attention on larger show floors. Don’t get me wrong – as long as we can afford a booth, we will always be there with a booth to hang out with our fans and supporters – they always manage to find us somewhere in the myriad hallways. But the reality remains that part of the reason we’re capable of investing in a show like PAX is that it introduces new people to our work – and the effectiveness of shows like PAX for mid-sized developers has rapidly been dropping against the more funded, more spectacular, and more sizeable offerings of larger publishers and combined booths.
That’s why Vlambeer will not be showcasing at PAX West by ourselves this year. We’ve reached out to a group of our close friends in this industry with the idea to collaborate at showcase events, and together, we’re launching a new initiative called The Playground.
The Playground is a pilot – a way for us, four crews of friends that run mid-sized games studios, to work together and do bigger, more interesting things at shows than we could possibly hope to achieve apart. Vlambeer, combined with the whimsical and personal and lovely tones of Finji, the clever and challenging experiences of Dan Adelman’s collection of games, and the high-quality merchandise services of IndieBox, hopes that we can create a location at PAX and other showcases that is not tied to anything but the friendship of a group of creators that admires each others’ work.
We’re not sure where it’s going to end up, or how it’s going to evolve, but we do know we look forward to seeing what we can achieve together. If things pan out, we’ll be bringing The Playground to future shows – growing it, and hopefully figuring out ways to combine our strengths as creators into unique and fun experiences at the shows we bring it to. If you’re visiting PAX West, do come visit us at booth #6111, and come say hi!