By Editorial Desk
December 20, 2021
In a move that has sent ripples through the independent gaming community, 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 has served as a vital lighthouse for developers struggling to navigate the saturated media landscape, will remain online as a digital archive, but its editorial output will come to a halt as the parent company, Game If You Are Ltd, pivots toward new initiatives.
The Genesis of a Vision: A Retrospective
When The Indie Game Website launched in 2017, the digital landscape for gaming journalism was markedly different. Independent developers—particularly solo creators and those operating outside of traditional English-speaking hubs—found themselves increasingly marginalized by mainstream outlets that prioritized high-budget titles and blockbuster releases.
The founding team, already deeply entrenched in the industry through their work with the indie-focused marketing agency Game If You Are, recognized a systemic failure in the media ecosystem. They sought to create a platform that functioned independently of commercial pressures, providing a dedicated space where the artistry and innovation of smaller studios could receive the professional coverage they deserved.
Under the editorial leadership of a succession of notable figures—including Neil, Jon, Jason, and Khee Hoon—the site cultivated a unique voice. It moved beyond simple reviews, often focusing on the human element behind the code. For many readers and industry observers, TIGW became a reliable source for discovering hidden gems, niche titles, and experimental projects that might have otherwise been buried under the algorithmic noise of modern storefronts.
Chronology of an Editorial Journey
The history of TIGW is one of passion-driven journalism. Since its inception, the site navigated the volatile waters of digital publishing by maintaining a firm commitment to its core mission: equity in visibility.
- 2017: The site is launched by the team at Game If You Are. The primary objective is established: to provide a platform for indie developers to gain visibility without the barriers of traditional media gatekeeping.
- 2018–2020: The platform scales its operations, building a robust network of freelance writers. The site becomes known for its diverse editorial voice, covering an expansive array of global titles.
- 2021: As the industry grapples with the long-term impacts of the pandemic and changing consumer habits, the leadership team at Game If You Are begins a strategic evaluation of their resources.
- December 20, 2021: Managing Director Lewis Denby confirms that the site will enter a state of hibernation, marking the end of its active editorial chapter.
The Economics of Advocacy: Why the Hiatus?
The decision to put TIGW on hiatus is a reflection of the harsh economic realities of independent journalism. From the outset, the publication operated at a financial loss. While the team at Game If You Are was historically willing to absorb these costs to maintain the site’s editorial integrity, the internal debate shifted as the company began to look toward the future.
The central question posed by leadership was: How can we best shine a spotlight on indie developers who would normally struggle to cut through the noise?
This inquiry led to a fundamental reassessment of capital allocation. In the professional world, "investment" is not merely about money; it is about time, editorial energy, and strategic focus. To pursue more ambitious goals for 2022—particularly those aimed at supporting marginalized and minoritized developers—the leadership concluded that their resources were better directed elsewhere.
By sunsetting the editorial wing of the website, the team is freeing up the bandwidth required to launch new, potentially more impactful initiatives. While the loss of TIGW as a daily news source is significant, it is a calculated sacrifice meant to facilitate a broader, more systemic support structure for the developers it once championed.
Official Response: A Message from Leadership
In his official announcement, Managing Director Lewis Denby expressed both the gravity of the decision and a sense of optimistic resolve.
"Today is a difficult day," Denby wrote. "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. However, as the year has progressed, we have often found ourselves returning to one central question: how can we best shine a spotlight on indie developers who would normally struggle to cut through the noise?"
Denby emphasized that the decision was not a failure, but a pivot. He praised the site’s contributors for their dedication, noting: "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 concluded with a promise to the community: "Even though it will enter hibernation this week, it is our absolute aim to ensure TIGW’s ethos continues into 2022 and beyond."
Industry Implications: What This Means for Indie Media
The shuttering of a respected outlet like TIGW serves as a microcosm for the broader struggles facing indie-centric media in the 2020s.
1. The Challenge of Sustainability
Independent games are more abundant than ever, yet the platforms covering them are facing extreme pressure. The rise of influencer marketing and social media algorithms has diluted the influence of traditional editorial outlets, making it increasingly difficult for sites that rely on written long-form content to maintain financial viability.
2. The Shift Toward Specialized Advocacy
The note regarding "marginalized and minoritized indie developers" suggests that the future of game media may lie in targeted advocacy rather than general-purpose reporting. By focusing on specific communities, outlets can foster deeper engagement and offer support that goes beyond mere game reviews—such as mentorship, grant facilitation, or specialized promotional campaigns.
3. The Digital Archive Legacy
Unlike many defunct outlets that vanish entirely, TIGW will remain online indefinitely. This is a critical move for historical preservation. As the indie game industry continues to evolve, having a multi-year record of critical thought regarding these titles remains an invaluable asset for researchers, developers, and historians.
Looking Ahead: The Future of the Ethos
While the "editorial" aspect of TIGW is ending, the "ethos" is clearly being carried forward. The silence that will fall over the site’s news feed is expected to be temporary in spirit, if not in practice.
As the industry prepares for 2022, the questions raised by the team at Game If You Are remain pertinent: Can a media outlet survive solely on the goodwill of its contributors, or does the future demand a more integrated approach that bridges the gap between marketing, advocacy, and journalism?
For now, the indie community says goodbye to a trusted voice. The "bittersweet" nature of this transition, as described by Denby, captures the complexity of the current gaming landscape. It is a moment of loss, but also one of potential. As the team at Game If You Are prepares to unveil their new initiatives in the New Year, the industry will be watching with anticipation to see how the lessons learned from The Indie Game Website will shape the next generation of developer support.
To the writers, the editors, and the readers who made the site a sanctuary for independent thought: your contributions have left an indelible mark on the history of games journalism. The site may be hibernating, but the movement it helped foster—one of accessibility, diversity, and genuine passion—is only just beginning its next phase.
