My first main reminiscence of Indie Video games on Xbox platforms is a pleasing one, and it is exactly the type of reminiscence I really feel most acceptable for the medium. This was a tiny self-published affair – nary a writer in sight, what I assume was a solo developer, and a particularly restricted scope. I am not speaking about Hole Knight, or Balatro, or Braid, or Limbo or what have you ever. I am speaking about Curling 2010.
Curling 2010 was precisely what it seems like: a quite simple indie recreation of the game of curling. It was a drunken discovery, and in my circle of pals was virtually completely performed competitively when very liquored. To me, Curling stood alongside Mount your Associates as absolutely the poster youngsters of Xbox Dwell Indie Video games, a quite sensible little service that allowed just about anybody to develop Xbox 360 video games utilizing Microsoft’s XNA framework. Video games would get peer reviewed after which may go dwell for a couple of dollars.
This service was surprisingly easy, shockingly democratised, and was the primary sign of how severe Xbox was about permitting unbiased builders entry to its platform; they let one particular person indulge their curiosity in Curling and put their sport on Xbox 360.
Whereas Xbox Dwell’s Neighborhood Indie video games service by no means left the Xbox 360 and Microsoft by no means fairly embraced such chaotic openness once more, that system’s founding spirit was later channeled into Xbox One’s ID@Xbox program, which continues to today. In 2025, ID@Xbox has seldom appeared extra necessary to Xbox’s fortunes. The platform holder finds itself in uneven waters: first-party studio layoffs, second-party sport cancellations, botched rescue offers and boycott calls fuelled by the actions of Xbox’s guardian firm. However what a part of the Xbox ecosystem has been constantly quite good? ID@Xbox.
A look round Xbox’s Gamescom stand final month serves as fairly agency affirmation of that reality. The longest line was, after all, for Silksong. Even earlier than the present opened to the general public, I watched media and influencers denigrate themselves dashing to that queue, which ran for over an hour. On the opposite aspect of the stand, video games like Tremendous Meat Boy 3D and There are No Ghosts on the Grand dominated as associate titles. Some would possibly uncharitably counsel that this stand is extra consultant of a very quiet 12 months for Xbox’s first get together video games – however the fact is, Xbox reveals have featured cubicles like this for a very long time; every look an illustration of an indie and third get together relations setup firing on all cylinders.
“Some years there’s extra indie video games, some years there’s just a few much less – however yearly it is a dialogue,” ID@Xbox boss Chris Charla tells me within the midst of the bustle and noise of the Xbox stand. We chat in a small aisle of the sales space simply adjoining to an indie-focused part the place an early-morning queue is starting to snake. The breadth of third-party titles on the sales space, from late Japanese ports to all-new indies and hotly anticipated sequels, is supposed to ship a message.
“It’s simply actually a recognition by Xbox of absolutely the essential want for range in our portfolio,” Charla provides.
Working example: There Are No Ghosts on the Grand, the quirky debut title of Bristol-based developer Friday Sundae. Distinctly British, it took pleasure of place at Xbox’s Summer time Video games Fest and Gamescom presences.
“We by no means in our wildest desires thought that we might be there,” shares Anil Glendinning, artistic director at Friday Sundae on No Ghosts on the Grand. “And if we did, we thought it might be in some tiny little sales space hidden behind a distant corridor, the place no one will get to see us! We didn’t ever in one million years anticipate to be proper there, as a part of Xbox, proper there, corridor 7 – and to have individuals ready, like, an hour to play our sport.
“Not as huge because the queues for Hole Knight, after all,” Glendinning laughs, “But it surely was extraordinary, and surreal, and an actual merchandise off the bucket listing. As an indie dev, you could not hope for a greater begin for introducing the sport on to players.”
The part in direction of the back-right of Xbox’s stand the place No Ghosts on the Grand made its debut serves as an ideal instance of the breadth of the relationships Xbox is making an attempt to foster outdoors of its first-party ecosystem. Alongside No Ghosts there was Silksong, the indie that’s so large it not fairly suits the time period in the identical method. Then there’s Invincible VS, which has a extra conventional publishing association however through the smaller-scale Skybound Video games. PowerWash Simulator 2 is a sequel to a smash hit revealed by one among gaming’s largest multinationals – however this time developer Futurlab goes it alone. Chinese language developer Pawprint Studio showcased its Pokémon-alike Aniimo, and simply off to the aspect have been among the fruits of Xbox’s growth outreach efforts in Japan with just a few late-but-welcome ports from Sq. Enix.
The purpose is, the stand paints an image of a course of journey for Xbox whilst different elements of their enterprise seem a lot much less sure. From smaller actually unbiased studios to start-ups with slightly exterior funding and assist, the phrase tends to be fairly common, too: those that have had the chance to ply Xbox’s sources have discovered it invaluable.
“We’re an indie studio and small writer so getting this degree of assist throughout key advertising and marketing milestones is large for us,” says Mike Willette, government producer on Invincible VS at new startup studio Quarter Up. “Having that sort of attain – particularly throughout such a big-scale occasion – meant that followers world wide may join with the Invincible VS. It was a giant second for the sport and the response has been wonderful to see.”
The enthusiastic perspective in direction of Xbox’s assist raises a query, after all: how precisely Xbox decides which video games are the chosen ones and that are much less fortunate. Even essentially the most passing of glances at Steam’s statistics tells us there at the moment are extra video games than ever – and the method of discovery is thereby ever extra sophisticated. That is true for the media, as we attempt to dig out cool video games for readers – nevertheless it’s additionally clearly true for publishers, and shoppers themselves. Charla says Xbox’s method hasn’t modified in over a decade, nevertheless.
“We discover them in all places,” Charla says. “We discover them by spending time within the Indie Area [at Gamescom]. We discover them by individuals sending us direct messages on BlueSky… We discover them from individuals throughout Microsoft being like, hey, have you ever seen this sport? And we discover them from having pals who make video games who say – hey, you have to see my buddy’s sport. And from individuals simply emailing us!”
Ultimately, Charla’s crew works with a whole bunch of companions annually, reviewing what’s subsequent on this planet of indie or indie-adjacent gaming. This can be a crew that is not simply in search of the subsequent Hole Knight, both – the hunt is on for all kinds of titles, largely to make sure the breadth of releases on Sport Go. And whereas the concept of Sport Go as a universally ‘good factor‘ stays in dispute, with some builders going so far as to name it unsustainable and damaging, Charla is bullish on the service – and its successes with indie builders.
“Nearly all of companions who’ve had a sport in Sport Go wish to deliver their future titles to the service,” Charla notes. “In consequence, we have signed offers with greater than 150 companions to develop {the catalogue}. We proceed to have interaction with a whole bunch of companions annually to assessment upcoming titles.”
“Final 12 months, we labored with over 50 groups to signal their first Sport Go deal. This 12 months marks our largest funding in Sport Go to this point, and we stay targeted on delivering essentially the most thrilling and various catalogue in gaming.”
The pathway of step by step ending up intertwined with Xbox and touchdown a Sport Go deal matches as much as that described by Friday Sundae for No Ghosts on the Grand. In that case, the studio had put collectively a demo and had been exhibiting it off to varied potential companions, which included a submission to the Xbox crew through a developer-focused web site and kind entry. It was, by Glendinning’s personal admission, a “unusual demo” – which tempered expectations.
“We did not anticipate to listen to again,” Glendinning admits of that early No Ghosts on the Grand demo. “We went by way of these channels after which promptly forgot all about it. And actually, after we received an e-mail again… we thought it was spam! We weren’t utterly positive it was actual. But it surely was – it was somebody throughout the Xbox crew saying, yeah, we like your demo, we performed it, we predict it is fascinating, and we might like to leap on a name. Since then, it has been a blur.”
That whirlwind of Xbox’s involvement has been described to me variously by builders as helpful from a nuts-and-bolts growth perspective – when it comes to gathering suggestions and having fun with technological assist – but additionally as a confidence-booster for the small groups concerned. The eye of a a lot larger associate will be helpful or scary – nevertheless it can be validating.
“We needed to present Xbox progress throughout key milestones, i.e. demo the sport for his or her partnerships crew at crucial moments to encourage confidence that we belonged on their assist roster,” says Mike Willette of Invincible VS. “It was a great train for our dev crew in addition to one thing that helped us always elevate our personal bar.”
“I simply do not forget that Xbox was so interested by our artistic course of,” says Friday Sundae’s Glendinning. “They wished to know the place we wished to take it, the place our creativity was coming from, our imaginative and prescient for the sport. All the things that we stated to them, they got here again with this enthusiasm. We would maintain sending – one other e-mail, some extra screenshots, extra movies, extra content material. Time after time, we have been getting encouragement, assist, and the thumbs as much as carry on going.
“Having that sort of assist was an enormous confidence enhance, y’know? We weren’t positive what we have been making or whether or not anybody would have an interest, or actually prefer it. Listening to individuals throughout the Xbox crew being excited, being encouraging, desirous to see extra – that was an actual shot within the arm of confidence for us. It actually spurred the crew ahead to assume: hey, what? We would even have one thing right here.”
There was one other, secondary profit, after all. “The most important factor for us was gaining access to these dev kits,” Glendinning notes. “It is nonetheless massively necessary for us understanding that now we have Xbox there, having our backs if we run into any points or issues. However the fact is, it is really been easy crusing to date.”
A easy journey for indie builders is one thing that’s clearly a spotlight for Charla and his crew. When requested about his crew’s journey over time – apart from the video games themselves – the ID@Xbox boss immediately zeroes in on the technical modifications that crew has managed to institute throughout the Xbox platform, making changes that in lots of circumstances profit everybody, indie or triple-A alike.
“It was actually laborious to publish on Xbox. It was our job to make it simpler,” Charla says. “So after we first began ID@Xbox, we had plenty of asks.
“We had plenty of asks that have been actually indie particular, and we’d go into these conferences with all these engineers – and we did not know anyone, proper? These are enterprise individuals. And we present up like, ‘Errr… ahh… we’re from ID’ – however as quickly as we stated that it was like ‘Oh, you are the Indie guys! What do you want?!’ That degree of assist internally at Microsoft for unbiased builders has been off the charts perpetually from day one, and it continues in the present day.
“Y’know, if we are able to save 12 hours on a sport… hey, that is nice for everyone. It is nice for giant publishers, however for an indie or perhaps a solo dev – 12 hours is sort of a day and a half of labor that you should utilize to theoretically materially make the sport a day and a half higher. There’s plenty of former builders on the crew, and we actually take that sort of factor to coronary heart.”
Over time, the main target has been on making an attempt to make the act of getting video games onto Xbox simpler. However Charla now sees a brand new problem. With an explosion within the sheer variety of video games, plus an ever-growing variety of video games in Xbox’s subscription service, it is now about ensuring video games do not get misplaced within the flood. His crew is trying to make comparable optimisations on this space as they as soon as did to the method of onboarding builders within the first place.
“What if we put that discovery query on its head?” Charla asks. “How will we as a sport platform assist builders to find their viewers? So if you happen to’re making a sport of a sure high quality… there’s an viewers for that out on this planet. Whether or not that viewers’s whole addressable market is 30 million or 3 million, or 300,000, or 30,000… How will we as Microsoft provide help to get in entrance of that whole addressable viewers?
“We wish to present that viewers your field artwork. Now, whether or not or not they click on on the field, whether or not or to not purchase the sport, that is slightly depending on the developer – on the field artwork, on the sport, and so on. However I feel our job is to consider Discovery in a brand new method, which is, how will we guarantee builders can uncover their audiences?”
A few of this brings us full-circle. After I communicate to Charla and the builders featured right here, it is both throughout or off the again of an Xbox Gamescom presence that has been all about connecting immediately with gamers in-person. At Gamescom, from the angle of those builders, Xbox’s assist was invaluable.
“Having the chance to showcase Invincible VS on a worldwide stage – particularly in Europe – was big,” says Mike Willette. “It was our first time seeing worldwide followers work together with the sport in-person, and that was extremely rewarding. Seeing individuals’s reactions, watching them get a really feel for the mechanics and feeling the thrill construct up on the present ground – there’s actually nothing like experiencing that.”
The problem, then, seems to be taking that type of vitality and that discovery accessible in particular person at bodily occasions and discovering methods to ship that on digital storefronts and the like. Charla’s imaginative and prescient – that discovery is a two-way road, as a lot about video games discovering audiences as it’s about audiences discovering video games – is clearly a key lynchpin. As with ID@Xbox driving storefront and growth backend modifications that helped all, although, it is clear that Xbox’s indie assist might be key to this. Then there may be the broader place through which Xbox finds itself, a lot of it undesirable – making this vibrant spot one whose continued luminescence is important. Charla, at the least, seems to consider he has the assist and buy-in wanted to do this.
“I keep in mind one 12 months, we had a bunch of video games prepared however we simply weren’t exhibiting them at this specific inner assessment. And a really senior government, midway by way of the assessment, seems to be at me and is like ‘the place are the indie video games?’,” the ID@Xbox boss remembers.
“I used to be like, ‘oh, don’t be concerned, they’re coming – subsequent assessment! , the trailers have a tendency to come back alongside slightly later for indies…’ However, it was cool for that query to be requested. It was an actual second the place I mirrored on it later and was identical to – okay, I am working in the proper place.”
