AI Could Create A Massive Problem For Valve’s Steam

Two trends that I’m very interested in are about to collide and it’s going to be a mess.

By now, some of you will be tired of my calling for a more nuanced discussion about the use of AI and machine learning tools in the video game industry. I get it, but I’m also not going to pretend like I don’t still hold that very same view. AI tools are just that: tools. If the tools are good and used at the behest of the artists in the industry to make better games, that’s a good thing. If they upend artistic intent or simply suck, that’s a bad thing. And on the matter of jobs within the industry, if there is a net reduction in jobs, that’s bad! If AI lowers the barriers of entry for otherwise creative people and the result is even more jobs within the industry spread over more studios and, importantly, more cultural output in the form of games, that’s good!

Except when it’s not. And even if the AI evangelists are right, or those of us who see the possibility that AI use will ultimately result in more people in the industry and more games released to the public are right, that can still present very real problems within the industry. And I think there could be a serious one looming for storefronts like Steam.

This concern calcified in my head somewhat when I came across indie publisher Mike Rose, known for producing Yes, Your Grace, talking about just what all of this output could mean on Steam specifically.

“From a publisher perspective specifically, it’s mega annoying,” Rose tells GamesRadar+ in an interview, echoing other publishers like Hooded Horse. “If we thought the number of games being launched on Steam was crazy before, now it’s just impossible. During the last Next Fest, it seemed like around 1/3 of the demos had either AI generated key art, and/or AI-generated content. So now we have that to compete with too. Hurray!” Publishing lead John Buckley of Palworld developer Pocketpair called out the same AI trend in the latest Steam Next Fest.

Steam, as a focal point for the more open PC gaming market, is the clearest barometer for the rising quantity of games, with over 20,000 releases fighting for space every year. Even with Valve sticking to AI content disclosures for games listed on Steam, the rise of AI tools will only contribute to the torrent of content flooding the platform as games – or at least AI-made things game-shaped enough to be sold – become easier to produce.

Claims that there are too many games being released on Steam certainly isn’t new, nor has it historically been tied to anything to do with artificial intelligence. There have been complaints about this, as well as Valve’s apparent lack of interest in playing any real curation role, going back to 2023. Wait, make that 2020. Oh, wait, it actually goes back to 2015.

But while Steam hasn’t yet collapsed under the weight of its own volume of releases on the platform to date, the through line to all of that criticism has been Valve’s stoic apathy towards keeping up with the volume when it comes to helping its customers navigate the flood.

And that could be a very real problem for the platform. Steam’s value to the consumer, besides being the most recognizable outlet for PC gaming, is in its curation capabilities. To date, other than providing some search filters and a few tools to personalize the recommendations it makes for new titles to you, Steam has mostly left curation up to the customer themselves, or third-party list-makers. Meanwhile, the process for listing a game on Steam has not changed appreciably in the past several years. It’s still the same $100 entry fee to get your title listed. You still have to jump through all the registration steps with Steamworks, generate an app ID, build the store page, upload your assets. Then you wait for Valve to do its own review before you can publish your game, but that mostly amounts to ensuring that you’re compliant with Steam policies, that the game can launch successfully, and that’s about it.

With a potential flood of PC games coming, that sure doesn’t feel like enough to keep the platform from becoming an unnavigable wasteland where you can’t tell the gems from the slop. And, barring any new rules limiting to what degree AI can be used in game creation, that tidal wave is coming.

On this point, Rose focuses on “the elephant in the room” here: “It’s probably never going away again.”

“People can now make stuff by telling a bot to make it for them, and you know, the thing is that humans are mega lazy,” he reasons. “I don’t even mean that as an insult! We just are. So for a lot of people, if there’s a choice between ‘spend a bunch of time and money making a cool thing,’ vs ‘type some prompts into a program and the thing is made for me very quickly’ – the average person is going to pick the latter.

And that’s the thing really: Our feelings on it don’t matter. It doesn’t matter that a bunch of us don’t like genAI. It’s gonna get used now, and it’ll get used more and more. As the kids say: Video games are cooked.”

I don’t think that video games are cooked, but his point that AI will be in use in the industry is the one I’ve been making for months now. We have to be talking about how it will be used, not if. That ship has sailed.

And if Steam is still going to be of any value at all to the consumer, Valve better be thinking right damned now how it’s going to get more involved in the curation of what shows up on its platform.