By Editorial Staff
December 20, 2021
In a move that has sent ripples through the independent gaming sector, The Indie Game Website (TIGW) announced today that it will cease active operations and enter an indefinite hiatus effective later this week. The publication, which served as a dedicated bastion for indie developers since its inception in 2017, has long been regarded as a vital, albeit unconventional, fixture in the games media landscape.
The announcement, delivered by Lewis Denby, Managing Director of the parent marketing agency Game If You Are Ltd, marks the end of a four-year run characterized by a mission to democratize visibility for developers who often struggle to pierce the commercial noise of the mainstream gaming press.
The Genesis of an Indie Advocate
To understand the significance of this closure, one must look back to 2017. At the time, the gaming media landscape was heavily dominated by AAA coverage, with indie titles often relegated to the sidelines unless they originated from high-profile studios or achieved immediate viral success.
Lewis Denby and his team launched TIGW with a singular, idealistic premise: the media landscape lacked sufficient opportunities for indie developers from all walks of life to gain meaningful visibility. The site was built on the foundation that smaller studios, solo developers, and those operating outside the English-speaking core of the industry were being systematically overlooked.
Unlike many commercial gaming outlets, TIGW was not beholden to the traditional metrics of advertising revenue or massive traffic quotas. Instead, it operated under a unique model: it was a passion project subsidized by the profits of Game If You Are’s marketing agency. This financial structure allowed the editorial team to prioritize artistic merit, diversity, and experimental titles over the predictable, trend-chasing coverage typical of the industry.
A Chronology of Advocacy
The site’s history is defined by its changing editorial leadership, each of whom left a distinct mark on the publication’s identity. Throughout its tenure, the site saw a series of editorial directors—including Neil, Jon, Jason, and Khee Hoon—who curated a diverse roster of freelance writers.
- 2017: The Indie Game Website launches with the explicit goal of providing a megaphone for under-represented indie voices.
- 2018–2020: The site establishes itself as a "must-read" for developers and enthusiasts alike, consistently highlighting titles that were largely ignored by the mainstream press.
- 2021: As the gaming industry navigates the complexities of the post-pandemic market, the leadership team begins a period of internal reflection regarding the efficacy of their advocacy model.
- December 20, 2021: Management officially announces the cessation of active publication, citing a shift in strategic priorities for the parent company.
Throughout these years, the site acted as a bridge between niche developers and a broader audience, fostering a community that valued the craft of game design above the spectacle of industry marketing.
Supporting Data and Financial Realities
Perhaps the most notable aspect of TIGW’s existence was its refusal to compromise its mission for the sake of profitability. By its own admission, the publication consistently operated at a loss. In the modern digital media climate, where most outlets are forced to pivot toward clickbait and sponsored content to survive, TIGW’s choice to prioritize its mission over its balance sheet was a rare stance.
For four years, Game If You Are willingly absorbed these costs as a form of industry service. However, the internal calculus changed as 2021 drew to a close. The management team found themselves returning to a core dilemma: "How can we best shine a spotlight on indie developers who would normally struggle to cut through the noise?"
The answer, it seems, was not found in the continuation of the website in its current form, but in a reallocation of resources. The decision to "put the site on the back-burner" was a strategic choice to shift capital toward new, as-yet-unannounced initiatives designed to better support marginalized and minoritized developers.
Official Statement and Reflection
In a heartfelt address to the site’s readership, Lewis Denby framed the closure as a "bittersweet" transition rather than an outright defeat.
"The Indie Game Website has always run at a loss—but we were okay with that, because it has always been very important to us," Denby wrote in his announcement. "The reality is that we needed to make a decision on where our investment was best spent in order to achieve this goal."
Denby praised the work of his editorial teams, noting that their dedication to amplifying diverse voices was the lifeblood of the site. "I am overwhelmed by the achievements of all of The Indie Game Website’s editors—how they have striven to expand the site’s remit, amplifying important voices—both of people making games, and of people writing about them."
He emphasized that the decision to hibernate was not made lightly and that the site’s digital archive would remain live indefinitely. This ensures that the years of critical writing, reviews, and cultural commentary will remain accessible as a historical record of the indie scene from 2017 to 2021.
Implications for the Indie Media Landscape
The departure of TIGW from the active gaming media landscape leaves a palpable void. At a time when independent development is more prolific than ever—yet simultaneously more crowded—the loss of a dedicated, curator-led platform for indie games is significant.
1. The Challenge of Discovery
The "discoverability crisis" remains the primary hurdle for independent developers. Without outlets like TIGW, which actively sought out smaller, non-mainstream titles, there are fewer gatekeepers and curators to guide players toward quality games that lack massive marketing budgets.
2. The Shift in Advocacy
The most intriguing aspect of this closure is what comes next. Denby’s hint at new initiatives for 2022 suggests a pivot toward more direct forms of support. If the industry is moving away from traditional "editorial coverage" and toward direct investment in marginalized creators, it may signal a broader trend in how the indie scene attempts to solve systemic inequities.
3. Sustainability in Gaming Journalism
TIGW serves as a case study for the fragility of mission-driven journalism. When a publication is supported by a single entity’s willingness to "take a monetary hit," it remains vulnerable to the changing priorities of that parent company. The closure highlights the urgent need for more sustainable models of funding for independent arts criticism.
A Legacy of "Heroes"
In his final remarks, Denby offered a thank you to the community, calling the readers and contributors "heroes." While the publication may be entering hibernation, the ethos that drove it—the belief that indie games are a vital form of cultural expression deserving of a spotlight—remains intact.
As the industry looks toward 2022, the questions raised by this closure will likely resonate for some time. Will the void left by TIGW be filled by new outlets? Or will the focus shift entirely toward the new, direct-support initiatives promised by Game If You Are?
For now, the digital pages of The Indie Game Website stand as a monument to what can be achieved when a team prioritizes the voices of the unheard over the demands of the algorithm. Whether the site is ever "resurrected," as Denby mused, remains to be seen. But for the developers who found their first audience through its pages, the impact of TIGW is already etched into the history of the indie game movement.
For further updates regarding the future initiatives of Game If You Are Ltd, industry observers are advised to watch for upcoming announcements in the New Year.
