There are a few new options for game marketplaces such as itch.io, the discord store, and the epic games store. All of them take a lower cut than steam. However, so far none of the steam alternatives have a large number of popular games.
[0] https://www.rockpapershotgun.com/2018/12/01/steam-taking-sma... [1] https://www.youtube.com/watch?v=WycVOCbeKqQ
Coincidentally the video I linked reviewed Celeste in addition to Hollow Knight, but Girlfriend liked the latter much more. That's why I went with Hollow Knight.
For those who don't know, gog.com is basically the same as itch.io, although I'm pretty sure GOG has a strict policy against DRM, whereas Itch seems to just say "we don't implement any DRM ourselves". GOG also has a much wider selection currently. That said, Itch is doing a lot right, as you say, and I'll support the service by buying any games I want that are available there.
They're also an excellent example of how tough this space is. Even though they're owned by CD Project Red you can still buy games like the Witcher on Steam.
Here is a quote from discussions on slashdot at the time:
> Plus, they must suck at advertising. This is the first I heard of them.
https://www.slashdot.org/story/141308
Also, as people pointed out at the time - with GOG at least you don't need their servers to be online to reinstall from your backups.
Not exactly, they charge 10% or allow you to setup your own merchant gateways.
https://itch.io/docs/creators/payments
That 10% is well worth it for having them deal with the tax/VAT madness.
Personally I have set 30%, because they deserve it.
People who are making games as a serious side-gig or full-time job (ie. the typical definition of Indie) are all on Steam, and the best Indies are on console and Epic Games Store.
People want curation and less junk on Steam. Itch.io is exclusively... uncurated junk.
I think Itch.io would thrive if Steam increased their listing fee (Steam Direct) to $2,000 and required $100 annually if the game generated below $2,000 of gross revenue. This would be great for Indie games and consumers on Steam, but would give Itch.io an opening on the low end, so its probably why Valve isn't doing it. Ironically they are pushing their own top customers (and suppliers) to Epic with this strategy though!
I think Itch.io would be better with some kind of very cheap subscription, or being supported by advertising or sponsorship (integrated into game distributables). It could be like the Newgrounds of the next generation. It should be the place where you can try out low-end games for very little costs, secure in the knowledge that the executable has at least been verified for malware.
While I agree that I would personally prefer a more curated view, itch.io is intentionally pursuing an open marketplace and that means developers of all skills and kinds and all types of projects are represented.
And yet when I think of an indie game I want to buy, it's not there. Just today I saw an excellent review [2] for a game called Hollow Knight. I couldn't find it on itch, ended up buying it on Steam instead. FWIW, the game is also available on gog.com, the Humble store and all consoles, so it's not like the devs haven't taken the effort to make their game accessible.
[0] - https://github.com/itchio
[1] - https://www.fortressofdoors.com/so-you-want-to-compete-with-...
[2] - https://www.youtube.com/watch?v=ksexEs7FKf4