By Editorial Desk
December 20, 2021
In an era where the digital landscape of gaming journalism is increasingly dominated by blockbuster AAA titles and algorithm-driven content, independent voices have often struggled to find a foothold. For four years, The Indie Game Website (TIGW) served as a beacon for the obscure, the experimental, and the marginalized corners of the gaming industry. However, as of late December 2021, the publication has announced it is entering an indefinite hiatus, marking the end of a significant chapter in indie game advocacy.
The Core Mission: Why TIGW Mattered
Launched in 2017, The Indie Game Website was never intended to be a conventional news outlet. Founded by the team behind the indie-focused marketing agency Game If You Are Ltd, the site was born from a frustration shared by many within the industry: the systemic invisibility of smaller studios, particularly those operating outside of the English-speaking core of the gaming world.
Managing Director Lewis Denby described the launch as a reaction to a "dearth of opportunities" for indie developers to gain meaningful media coverage. While many gaming outlets focus on titles with massive marketing budgets and widespread commercial appeal, TIGW operated on a different philosophy. By decoupling the site’s editorial content from the financial constraints of traditional advertising models, the team was able to curate a library of reviews, features, and deep-dives that championed the unconventional.
The site’s impact was not merely measured in traffic, but in discovery. For many readers, TIGW was the only venue where a solo developer from a non-English speaking country could receive a thoughtful, professional critique of their work. It provided a platform for voices that were consistently pushed to the margins of the broader media narrative.
A Chronology of Editorial Stewardship
The identity of The Indie Game Website was forged by a succession of editorial leaders, each of whom brought a unique lens to the publication’s mission. The evolution of the site’s voice can be traced through its editorial leadership:
- 2017: The Foundation: The site launched with a clear mandate to challenge the status quo of gaming journalism, focusing on accessibility for small-scale developers.
- The Mid-Year Transitions: Over the subsequent years, the site was guided by a revolving door of editors—Neil, Jon, Jason, and Khee Hoon—each steering the publication through the changing tides of the indie market.
- 2021: The Re-evaluation: As the industry shifted, the team began to question the efficacy of their current model. The editorial team grappled with the question of how to best serve developers struggling to cut through the digital noise.
- December 2021: The Hiatus: Following a period of introspection, management reached the difficult decision to pivot their resources, leading to the announcement of the site’s impending hibernation.
This succession of leadership ensured that the publication did not become stagnant. By inviting diverse editors to helm the ship, TIGW maintained a freshness that allowed it to adapt to the rapidly evolving indie landscape, from the rise of itch.io-centric titles to the complexities of global indie development.
The Economics of Advocacy: Financial Realities
A central theme in Lewis Denby’s farewell announcement was the financial reality of running a niche publication. Since its inception, The Indie Game Website operated at a consistent loss. For the management team, this was a conscious, strategic decision—a "monetary hit" they were willing to absorb for the sake of the industry they supported.
However, the reality of business management eventually necessitated a hard look at the allocation of assets. The fundamental question became: Is a traditional news website the most effective way to help marginalized developers find an audience?
The decision to place the site on the "back-burner" is a testament to the fact that even mission-driven projects have a shelf life if the medium of delivery becomes inefficient. By pivoting away from the daily demands of a news cycle, the parent company, Game If You Are, aims to redirect its investment into more direct, potentially more impactful, support structures for developers in 2022.
Official Response: Looking Toward 2022
In his parting statement, Lewis Denby was careful to frame this closure not as a failure, but as a evolution. While the digital pages of the site will remain online indefinitely as an archive of the work accomplished, the focus is shifting toward new, yet-to-be-announced initiatives.
"I am excited about the future, and some of the plans we have in place for 2022," Denby wrote. "In particular, [we are focusing on] how we are going to invest in supporting marginalized and minoritised indie developers. We will have more to share on this in the New Year."
This statement suggests that the ethos of TIGW—the promotion of underrepresented voices—is not dying, but rather being translated into a new format. The industry will be watching closely to see if these new initiatives provide the tangible support that many believe is lacking in the current marketing-heavy landscape of indie game promotion.
The Broader Implications for Indie Gaming Media
The closure of The Indie Game Website serves as a sobering reminder of the volatility inherent in independent media. As major gaming outlets consolidate and shift toward SEO-driven content and "live service" news cycles, the space for thoughtful, slow-form criticism of indie games is shrinking.
The Problem of Visibility
The fundamental challenge identified by TIGW in 2017 remains unresolved: how does a solo developer, working with little to no budget, capture the attention of a gaming public that is constantly inundated with content? When a site like TIGW closes, it removes one of the few filters that helped players find quality amidst the deluge of indie releases on platforms like Steam.
The Role of Freelance Journalism
TIGW was a vital ecosystem for freelance writers. By providing a home for diverse perspectives, the site allowed critics to explore titles that wouldn’t receive a second glance at larger, mainstream publications. The "bittersweet" nature of the announcement reflects the loss of this creative outlet, not just for the developers, but for the community of critics who used the platform to hone their craft.
The Archival Legacy
Perhaps the most significant takeaway from this announcement is the decision to keep the website live indefinitely. By preserving the archive, the team ensures that the reviews, interviews, and features that document this specific era of indie gaming are not lost to the "link rot" that plagues so many defunct publications. This provides a valuable, albeit static, resource for future historians of the medium.
Conclusion: A Legacy of Advocacy
As The Indie Game Website enters its final days of active operation, the mood is one of pride rather than mourning. The site succeeded in its primary goal: it created a space where indie developers were treated with the same seriousness and professional respect typically reserved for major studio titles.
The legacy of TIGW is found in the thousands of articles that now serve as a testament to the creativity of the indie scene. It was a project defined by its contributors—the editors who pushed the remit of the site, and the writers whose unique voices added texture to the digital landscape.
While the "sun" may be setting on the website itself, the mission of the team at Game If You Are seems clear: the fight to ensure that independent and marginalized voices are heard is far from over. As we head into 2022, the industry waits to see what shape these new initiatives will take. For now, the community offers a collective thank you to a team that dared to prioritize the "indie" spirit over the bottom line.
As Lewis Denby aptly concluded, the contributors and readers were all, in their own way, "heroes" of the indie movement. Their work remains, and the conversation they started continues.
