March 2025 marked a pivotal moment in the evolving landscape of the gaming industry on Steam, as indie developers continued to gain ground against their AAA counterparts while facing unique challenges in an increasingly competitive marketplace. This month demonstrated both the significant opportunities and daunting obstacles within Steam's ecosystem, where success stories and struggles coexisted in an industry still recovering from widespread layoffs and economic uncertainty.

Market Dynamics for Indie and AAA Developers

The gaming market on Steam in March 2025 reflected the larger industry trend of indie games closing the gap with AAA titles in terms of revenue share and player engagement. Indie games have generated nearly $4 billion in gross revenue on Steam in recent months, accounting for 48% of all full-game revenue on the platform¹. This remarkable achievement represents a significant shift in the industry, where independent studios are increasingly claiming market share previously dominated by major publishers.

This increase in market share was evidenced when Schedule I, a drug kingpin simulator created by solo developer TVGS, launched on 24th March and immediately shot to the number one position on Steam's charts². The game reached an astonishing 414,000 peak concurrent players during its first weekend, becoming the most popular indie game on the platform in 2025 and this year's second-most popular game overall². Estimates suggest Schedule I sold around 1.3 million copies, essentially making its solo creator an overnight millionaire.³

Meanwhile, AAA titles maintained their presence on the charts, with established franchises like Counter-Strike 2, Assassin's Creed Shadows, and Electronic Arts' Split Fiction securing their positions in the top ten¹. However, the dominance traditionally enjoyed by major publishers appeared to be waning, as titles like Inzoi (a life simulation game) carved out significant market share1.

Opportunities in a Growing Ecosystem

For game developers, March 2025 presented numerous opportunities amid the evolving digital marketplace. The continued growth of Steam as a platform has created more chances for newcomers to find success, with data showing that about 25% of monthly top-grossing games in 2024 coming from developers releasing their first product on the platform⁴.  We've seen this trend continue into 2025 with indie titles being crowned the most loved, best performing games throughout Q1 of 2025^5,6. This democratisation of game publishing has enabled creators from diverse backgrounds to reach global audiences without the backing of major publishers.

The rise of niche markets has proven particularly advantageous for indie developers who can target underserved audiences overlooked by mainstream studios⁷. Categories like turn-based strategy, roguelikes, and farming simulations have demonstrated strong engagement metrics, with niche titles retaining players 2.3 times longer than AAA live-service games⁷. This focus on specific player communities has allowed smaller studios to thrive despite having a fraction of the budgets of their larger competitors.

Challenges in a Saturated Market

Despite these opportunities, March 2025 also highlighted significant challenges facing game developers on Steam. Almost 2,000 games were released last month, a 29% increase compared to February. This overwhelming volume has made discoverability increasingly difficult, especially for smaller games with limited marketing budgets⁸. The Steam algorithm itself presents obstacles for "rapid release" titles with short pre-launch marketing periods, as it is purposely trained to suppress games made and launched in rapid succession to avoid promoting asset flips and scams⁸.

The industry also continued to grapple with widespread layoffs, with one in ten developers reporting job losses in the past year⁹. These cutbacks were expected to ease by 2025, but Q1 alone saw more than 1,200 layoffs across the gaming sector¹⁰. This instability has contributed to rising working hours and shrinking investment opportunities, placing additional pressure on both indie and AAA developers⁹.

For indie creators specifically, the challenge of competing in a marketplace where players increasingly expect deep, content-rich experiences presents a significant hurdle. Steam users have demonstrated a preference for games with substantial gameplay and depth, making it difficult for small teams with limited resources to meet these expectations⁸.

As we examine the specific releases, trends, and market movements of March 2025, this report will provide a comprehensive analysis of how these factors have shaped the current state of the Steam gaming ecosystem and what they suggest for the industry's future trajectory.

Overview of Games Released on Steam in March

As previously mentioned, Steam saw a 29% increase in new releases in March, 78% of those new releases were self-published titles and only 0.8% of those were AAA releases. Self published titles may have seen a rise in releases as developers seek to maintain player excitement after February's Next Fest. On average, games were priced higher than those released in February, but this didn't translate to increased income as Steam saw a 19% increase in free-to-play titles and only 54% of games sold 100 units or more in the same month they were released.

Overall, releases from March outperformed more of their competitors than February releases (increased Peer Rank) and players had a more positive reaction to them as evidenced by the the increased SteamDB score. Saturation score did not see a shift which indicates that most games were released into niches rather than into overcrowded areas of Steam.

In conclusion, although games achieved a lower revenue, players enjoyed them more which led to an overall improvement in performance of March releases.

Top 5 Games Released in March

As with previous monthly deep dives, we use a combination of Peer Rank and SteamDB Score to determine our top games as opposed to revenue or units sold because success is defined by more than just overall monetary gain, especially when it comes to free-to-play titles. Using SteamDB Score and Peer Rank combines measurable metrics rather than relying on estimates. Our list uses the sentiment of reviews, how many reviews they received and how this compares to the 100 most similar games surrounding a title resulting in a list of the most-loved, best selling games on Steam.

1. Schedule 1 (Developed and self-published by Tvgs)
2. Split Fiction (Developed by Hazelight Studios, published by Electronic Arts)
3. ENA: Dream BBQ (Developed by Ena Team, published by Joel G)
4. Nubby's Number Factory (Developed and self-published by Mogdogblog Productions)
5. Bongo Cat (Developed by Marcel Zurawka, published by Irox Games)

Key Trends from Top Performing Games

These games represent diverse approaches to game design, monetisation, and audience engagement, providing valuable insights into the evolving landscape of the game market and player preferences.

Collaborative Initiatives 

A significant trend observed this month was the exploration of collaborative gameplay. Split Fiction distinguished itself through its mandatory cooperative structure. This design choice necessitates a high degree of player communication and coordinated action, fostering a shared narrative experience. In contrast, Schedule 1, a self-published title by Tvgs, offered a more flexible collaborative model. Players could choose to engage in cooperative gameplay or pursue solo endeavours, reflecting a strategic emphasis on player agency and emergent gameplay scenarios.

Narrative and Aesthetic Innovation 

Artistic expression and unconventional storytelling were key differentiators seen in our Top 5. ENA: Dream BBQ presented a surreal and fragmented narrative experience. Its distinctive low-poly visuals and cryptic dialogue challenged traditional storytelling conventions, cultivating a unique audience segment drawn to avant-garde aesthetics. Meanwhile, Nubby’s Number Factory, a self-published title by Mogdogblog Productions, leveraged a retro aesthetic to evoke nostalgia and tap into the growing market for retro-inspired gaming experiences.

Monetisation and Engagement Strategies 

These game exhibit a range of monetisation and engagement strategies. Schedule 1 adopts a premium pricing model, foregoing microtransactions and prioritising a player-friendly economic system. This approach fostered a strong sense of community and contributed to positive player sentiment. Bongo Cat, utilises a casual accumulation mechanic, rewarding players with cosmetic items through simple gameplay interactions. This strategy proved effective in attracting a broad audience seeking low-pressure entertainment.

Replayability and Content Delivery

Long-term player engagement is a key consideration across all five games. Nubby’s Number Factory implements procedural generation to ensure high replayability, offering players a constantly evolving gameplay experience. Split Fiction, on the other hand, focuses on delivering a curated narrative experience, with handcrafted levels and unique gameplay mechanics designed to maximise player enjoyment. Bongo Cat experiments with time-limited events and exclusive items, encouraging player engagement and creating a sense of scarcity.

Thematic Resonance and Cultural Impact 

Beyond their entertainment value, the games within our Top 5 engage with broader cultural themes. Split Fiction subtly critiques corporate exploitation within the creative industries, while ENA: Dream BBQ offers a veiled commentary on the challenges faced by independent developers. Nubby’s Number Factory and Bongo Cat leveraged nostalgia to connect with players on an emotional level, tapping into shared cultural references and evoking a sense of familiarity.

Conclusion

To maintain a competitive edge, it is crucial to embrace innovation, prioritise player agency, and cultivate strong community relationships. The top 5 titles provide valuable lessons in game design, monetisation, and audience engagement.

February's Self-Published Indie Releases

Steam saw a 25% increase in self-published indie releases in March, with 227 (16%) launching as Early Access; a 78% increase compared to February. Self-published titles also saw a 43% increase in Free-to-play games, a statistic that could suggest an increase in developers using free games to draw attention to their paid games, especially as Steam now promotes other titles by the same developer at the bottom of Store pages¹¹.

As mentioned in a previous section, the influx of new games is likely to be a result of February's Next Fest, coupled with the increasing popularity of using Early Access as a development strategy¹². This trajectory of releases is unlikely to continue, especially as we enter a historically quiet time for new game releases from June - August.

Top 5 Self-Published Indie Releases

1. Schedule 1 (Tvgs)
2. Nubby's Number Factory (Mogdogblog Productions)
3. Yasuke Simulator (Historyaccuratedevelopers)
4. Ambidextro (Majorariatto)
5. Spilled! (Lente)

The indie game scene continues to deliver fresh concepts and engaging experiences. Schedule 1, a resource management game on Steam, tasks players with combining items to create profitable recipes and build their empires, using combinations like "OG Kush and Mouthwash" to maximize earnings.

Nubby's Number Factory offers a retro, mathematically-themed adventure where players run a factory, make bigger numbers, and level up. Featuring 60 levels, unique items, perks, and boss fights, the game's simple yet addictive gameplay is complemented by a developer console for experimentation.

Yasuke Simulator is a satirical take on Assassin's Creed Shadows, casting players as Yasuke with anachronistic twists like modern weaponry. The game's poor quality and comedic elements make it a parody, although reviews cite issues with aiming, combat, and performance.

Ambidextro is a challenging platformer that requires players to control two characters simultaneously, one with each hand. Set in a dark-fantasy world, the game features 100 levels that test ambidexterity and focus, offering a unique single-player experience.

Spilled! provides a calming, eco-conscious experience where players clean up oil spills and pollution from waterways. As players clean the waters, they reveal vibrant underwater ecosystems, earning coins to upgrade their boat. The game donates a portion of its sales to Whale and Dolphin Conservation.

The Meteoric Rise of Schedule I

Schedule I, the open-world drug-dealing simulator developed by solo creator TVGS (Tyler), has emerged as 2025’s most unexpected gaming phenomenon. Slotting itself into quite a saturated corner of Steam, the game combines strategic depth, dark humour, and co-op chaos, leading it to outperform its 100 closest competitors and rank among the platform’s top 30 all-time titles¹³. 

At its core, Schedule I revitalises the crime-sandbox genre by transforming mundane tasks into engaging mini-games. Unlike traditional crafting systems that rely on menus, players physically interact with the environment: watering plants, bagging drugs, and timing rotary packaging systems¹⁴. These mechanics inject tension into routine activities, such as gripping multiple items during mixing or evading police during deliveries^14,15. The balance between tactile involvement and automation via hiring workers to handle repetitive tasks creates a satisfying progression from small-time dealer to empire boss^16,17.  

Co-Op Dynamics and Emergent Chaos

The game’s co-op mode amplifies its appeal. Players divide roles: one manages production while another handles drops, leading to unpredictable scenarios like frantic police chases or accidental explosions^18,19. This teamwork-driven chaos, combined with NPCs following daily schedules, generates endless shareable moments; a key factor in its viral spread^13,20. Streamers and content creators have particularly embraced these emergent narratives, with clips of absurd interactions (e.g., mixing horse semen and gasoline) dominating TikTok^13,18.  

Strategic Depth and Risk-Reward Balance  

Schedule I merges absurdity with strategic decision-making. Players juggle supply chains, launder money, and outmanoeuvre rival cartels while managing risks like police raids²⁰. The open-world design allows for creative problem-solving, such as incinerating bodies for cash or stuffing rivals into trash cans; a nod to Breaking Bad and GTA inspirations^18,20. This systemic flexibility, paired with a retro Rick and Morty -esque aesthetic, fosters player experimentation^15,18.   

Overwhelmingly Positive Feedback  

With a 98% positive Steam rating, players praise the game’s originality, lack of microtransactions, and “immaculate vibes”¹⁷. The serene atmosphere of Hyland Point, complete with sunrises and a lo-fi soundtrack, contrasts humorously with its criminal undertones, creating a uniquely relaxing experience^13,18. Community trust is bolstered by developer transparency with Tyler’s rapid hotfixes and roadmap updates reflecting player feedback²⁰.  

This game has received very little negative feedback so far. Aside from minor bugs on launch, the satirical drug-crafting mechanics tested ethical boundaries and drew minor controversy, but most players embraced the absurdity^13,18.  

Marketing and Viral Momentum  

1. Grassroots Community Building  - Tvgs prioritised organic growth through a free Steam Next Fest demo, which attracted 23,000 followers pre-launch^20. The demo’s polished mechanics and dark comedy generated word-of-mouth buzz, while the $17 price point (with a 15% launch discount) positioned the game as a budget-friendly alternative to AAA titles^13,20.  
2. Streamer and TikTok-Driven Virality - The game’s breakout coincided with coverage by top streamers like CaseOh and Cyr, whose clips were repurposed into viral TikTok compilations¹³. Schedule I’s shareable moments, whether slapstick bugs or creative drug mixes, thrived on algorithmic platforms, driving curiosity and purchases¹³. Notably, the developer avoided paid promotions, relying instead on organic content creation¹³.  
3. Excellent timing - Releasing amid player frustration with AAA monetisation practices, Schedule I tapped into demand for “pure fun” experiences. Its Breaking Bad -meets-Stardew Valley premise resonated with fans of narrative-driven sandboxes, while the co-op boom post-Lethal Company ensured a primed audience¹⁶.  

Conclusion  

Schedule I’s success stems from its addictive gameplay loop, co-op spontaneity, and grassroots marketing. While not without flaws, its focus on player agency and developer responsiveness sets a new benchmark for indie titles. As Tvgs expands the game’s scope, its legacy may inspire a shift toward tactile simulation design and community-centric development. In an era of corporate live-service models, this title reaffirms that innovation can still disrupt the industry.

Overview of AAA Releases on Steam in March

Indie developers weren't the only ones to take advantage of the post-Next Fest period, with a 67% increase in AAA releases in March. In contrast to February, average prices of new releases were much lower, which did impact average estimated revenue, but not player satisfaction. AAA titles rose through the ranks with new releases outperforming 27% more of their closest competitors compared to releases in February. This, coupled with an increase in player review ratings, meant that from a player perspective, releases in March were much more successful than releases in February.

Top 5 AAA Releases

1. Split Fiction (Developed by Hazelight Studios, published by Electronic Arts)
2. Two Point Museum (Developed by Two Point Studios, published by Sega)
3. Suikoden I&II HD Remaster Gate Rune and Dunan Unification Wars (Developed and published by Konami)
4. Wanderstop (Developed by Ivy Road, published by Annapurna Interactive)
5. inZOI (Developed by inZOI, published by Krafton)

Split Fiction is a cooperative multiplayer action-adventure game developed by Hazelight Studios. Players control two authors, Mio Hudson and Zoe Foster, trapped inside their own stories after being connected to a machine designed to steal creative ideas. The gameplay blends platforming challenges with combat and unique mechanics like commanding dragons or wielding laser swords. Collaboration between players is essential as each character has distinct abilities. It received critical acclaim for its inventive design and engaging narrative.

Two Point Museum is a business simulation game where players manage museums by designing layouts, curating exhibits, and ensuring smooth operations. It introduces expeditions to uncover artifacts, adding strategic depth. Players cater to diverse visitor needs, build amenities, and manage staff roles like security guards and custodians. The game features themes like prehistoric and supernatural exhibits with unique mechanics. It expands on the wacky tone of its predecessors while offering enhanced customisation tools.

Suikoden I&II HD Remaster Gate Rune and Dunan Unification Wars is a remaster that brings the classic Suikoden and Suikoden II RPGs back with upgraded visuals, HD sound effects, and new features like auto-save and fast-forward battles. Set in a world inspired by feudal China, both games explore themes of political rebellion, friendship, and destiny. The remaster retains the original's pixel art while enhancing background illustrations for a modern yet nostalgic experience.

Wanderstop is a cozy adventure game where players control Alta, a fallen fighter who runs a magical tea shop. Gameplay revolves around tea brewing using harvested ingredients, farming on hex grids, and interacting with quirky customers. The narrative explores themes of self-critique and healing through gentle tasks like gardening and decorating. With no time pressure or penalties for mistakes, it offers meditative gameplay alongside a beautifully told story.

inZOI is a life simulation game set in open-world environments inspired by cities like Seoul and Los Angeles. Players manage virtual characters called Zois through activities like building homes, fulfilling needs, and interacting socially. Features include AI-driven autonomy for Zois, customisable furniture, weather effects, and a karma system influencing actions. Released in early access on 28th March 2025, it aims to push boundaries in life simulation with innovative mechanics.

The Succes of Co-op Innovation in Split Fiction

Hazelight Studios' Split Fiction has emerged as one of 2025’s most significant gaming successes, achieving critical acclaim, commercial milestones, and widespread player engagement. While its most similar games fail to satisfy players and tend to be released in more saturated segments, this title has found ways to stand out from the crowd and outperform 98% of its most similar games.

Creative Mechanics and Level Design  

Split Fiction's core strength lies in its relentless innovation. Players universally praised the game’s ability to introduce and discard mechanics fluidly, ensuring each chapter felt distinct. From commanding dragons to solving puzzles via pig-fart propulsion, the gameplay loop maintained freshness and unpredictability^21,22,23. Critics highlighted its “masterclass in game design,” particularly noting boss battles that demanded inventive teamwork, such as one player steering a motorcycle while another hacked a self-destruct system^21,22.  

Asymmetrical Co-op Dynamics  

The game refined Hazelight’s signature split-screen co-op formula, emphasising asymmetrical roles. Players controlled writers Mio and Zoe, whose contrasting personalities translated into divergent abilities; a sci-fi pragmatist versus a fantasy idealist. This dynamic fostered organic communication, with many reviewers calling it “the pinnacle of cooperative gaming”^23,24,25. The inclusion of a free Friends Pass, further lowered barriers to entry, contributing to its two million sales in one week^24,26.  

Marketing Strategy: Precision and Virality  

• Influencer Driven Launch Campaign - EA and Hazelight allocated 73% of their influencer budget to Twitch, prioritising live-streamed gameplay to showcase the co-op experience²⁷. Streamers like shinbreaker and OsamaBeenLagggin amplified organic buzz, with Twitch streams accumulating 10.5M views. Notably, the campaign targeted Germany (21.9% of budget) and female creators (35.6% of hires), broadening demographic appeal²⁷.  
• Organic TikTok Momentum - Despite no direct investment, TikTok generated 62M views through user-generated content, such as clips of chaotic gameplay moments (e.g., transforming into flying pigs). This virality tapped into younger audiences, complementing the core 25- 34 demographic^26,27.  
• Josef Fares as a Marketing Asset - Hazelight leveraged studio director Josef Fares’ charismatic persona, featuring him prominently at The Game Awards 2024 and in promotional stunts. His reputation as a co-op visionary gave credibility, with the announcement-to-release window kept tight to sustain momentum^25,27.  

Player Reception: Strengths and Criticisms  

1. Praised Elements  
   1. While the overarching plot drew mixed reactions, players connected with Mio and Zoe’s emotional arcs, particularly their struggles with creativity and collaboration^22,23.  
   2. The game’s “breath-taking” art direction and seamless split-screen performance were widely applauded, even on lower-end hardware^22,26.  
   3. Side stories such as the pig to sausage side story and tear-jerking character moments struck a balance between absurdity and sincerity^21,23. 
2. Criticisms  
   1. The corporate villain was criticised as being “uninspired,” with players noting a lack of motivation compared to It Takes Two’s Dr. Hakim^21,23.  
   2. Early chapters were deemed slower-paced, with some dialogue labelled “predictable” or “tonally inconsistent”^22,23.  
   3. Certain sections frustrated casual players, though adjustable difficulty settings mitigated this^23,26.  

Conclusion  

Split Fiction’s triumph stems from three pillars: innovative co-op design, strategic marketing, and Hazelight’s established credibility. While narrative shortcomings reveal room for growth, the game’s emphasis on human connection positions it as a benchmark for collaborative experiences. As studios grapple with AI-driven trends, Split Fiction reaffirms the irreplaceable value of creativity forged through partnership.

TLDR; March was a busy but successful month for games on Steam

March 2025 marked a transformative period for the gaming industry on Steam, showcasing both the rising prominence of indie developers and the enduring appeal of AAA titles. Indie games accounted for nearly half of Steam’s full-game revenue, with standout successes like Schedule I that achieved record-breaking sales and player engagement. This indie surge reflects a growing democratisation within the gaming ecosystem, where smaller studios leverage niche markets, innovative gameplay, and grassroots marketing to compete with major publishers.

AAA titles also thrived, with releases such as Split Fiction demonstrating the power of creative co-op mechanics and strategic marketing. The game’s asymmetrical co-op dynamics, inventive gameplay, and influencer-driven campaigns propelled it to critical and commercial success, highlighting the continued relevance of large-scale productions.

However, challenges persist for developers across the spectrum. A saturated marketplace, discoverability issues, and economic instability pose significant hurdles. Steam’s algorithm further complicates visibility for smaller titles, while players increasingly demand content-rich experiences that strain limited resources.

Ultimately, March 2025 underscored the importance of innovation, community engagement, and adaptability in a competitive landscape. Whether through tactile simulation design or collaborative storytelling, both indie and AAA developers must continue to evolve to meet shifting player expectations and industry dynamics.

References

1. PC Games Insider | CHARTS: Schedule 1 shoots its way to Steam No.1
2. 80LV | "Walter White Simulator" Schedule I Becomes Steam's Most Popular Indie Game of 2025
3. Game Oracle | Schedule I Details 
4. Game World Observer | How Steam creates opportunities for first-time devs by investing in regional outreach, self-publishing tools, and more
5. Game Oracle | January 2025 report
6. Game Oracle | February 2025 Report
7. Perter W. Szabo via Linked In | Global Gaming Industry March 2025
8. How to Market a Game | How Steam Works Against Small Games
9. Game Developer Conference | GDC 2025 State of the Game Industry: Devs Weigh in on Layoffs, AI, and More
10. Venture Beat | The issues game developers are facing in 2025 | IGDA interview
11. Steamworks Announcement | Steam Year in Review 2024
12. Games Industry.biz | Early Access popularity growing, but only 25% have released as a full game
13. The Gamer | Schedule 1 Proves How Important TikTok And Streamers Are For A Game's Success
14. PC Gamer | Schedule 1 is great because it knows crafting sucks unless you turn everything into a fun minigame
15. Games Radar | Schedule 1 is Steam's latest viral hit – an open-world drug dealing simulator with 98% positive reviews, co-op, and a free sample to get you started
16. Game Rant | New Co-Op Crime Game is Blowing Up on Steam
17. DL Compare | Schedule 1 is Earning Wild Praise and Rivaling AAA Titles in Sales
18. The Gamer | Schedule 1 Is The Breaking Bad Game Of My Dreams
19.  PC Gamer | Schedule 1 is my favourite co-op game of the year because it lets me bully my friends into doing the hard parts for me
20. The Times of India | Why Schedule 1 is getting significantly positive reviews on Steam?
21. Rock Paper Shotgun | Split Fiction review
22. Eurogamer | Split Fiction Review
23. r/Games via Reddit | Split Fiction Review Thread
24. Game Rant | Split Fiction Is Already a Massive Hit
25. Gaming Bolt | Why Split Fiction is Taking Off
26. WN Games Industry Ecosystem | Split Fiction smashes Electronic Arts records on Steam, with nearly 200k concurrent players and growing
27. Nick Lombardi via LinkedIn | Split Fiction – Influencer Marketing Budget, Platform Allocation, Creators Hired