Australia’s indie game scene has become renowned, particularly in the last decade for the pure calibre of talent here. Despite the setbacks of the global financial crisis back in 2007 and 2008, mobile games such as Fruit Ninja and Crossy Road brought the world’s touchscreens to life and kept us on the map. Australian game developers proved they are nothing if not determined, and through that adversity, smaller independent studios took shape and flourished.
In the years that followed these studios grew and the dreams got bigger. Soon games like Hollow Knight, Armello, Untitled Goose Game, Unpacking, Cult of The Lamb, Gubbins, and Stray Gods: The Roleplaying Musical just to name a few were all reaching profound new heights with reputations that stretch far outside of Australia.
Yet, with the current climate in games reacting to investors pulling back post-lockdown, it definitely hasn’t been easy for local studios to keep the lights on. League Of Geeks, once a bastion in the indie scene, entered a hiatus due to the economic situation despite two promising games on their slate. It’s an eerily similar situation to the GFC, yet thankfully this time around there is more state and federal government support on offer to keep nurturing and growing the sector. Initiatives like the Digital Games Tax Offset as well as funding programs have enabled small studios to make the indie games we’ll play in the future while nurturing emerging talent across various disciplines. It’s a fascinating time in the industry, with many developers applying for funding given the scarcity of jobs at established studios currently.
So how does Play Now fit into all this? Quite simply, the event brings Australian developers and their pre-eminent games and connects them to publishers and other investors who might assist in the game’s production. It’s no small feat by VicScreen, getting 19 visiting publishers to attend – yet now returning after debuting in 2023, the event has certainly grown to fit the demand. This year 56 developer teams were in attendance pitching their projects to the likes of Xbox, Meta, Devolver Digital, Akupara Games, WINGS Interactive, Raw Fury and Fellow Traveller.
Thanks to VicScreen, we were invited to attend this year’s Play Now event during Melbourne International Games Week. Being able to peek behind the curtain at the digital games market space in action was such a privilege, given how deep in development some of these games are. I was also able to talk to Vicscreen and several teams attending that were meeting with publishers. This allowed me to build a more nuanced understanding of how it assists local developers.
Play Now is a window of sorts into the future of games being made in Australia. Many of those being pitched at the event haven’t even been publicly teased so having access was a privilege given how under wraps some of these games currently are. While I’d love to share everything I saw, I wouldn’t be doing the games justice. The developers deserve to share them with the world when they’re ready!
It’s quite the experience to witness and for many developers attending the event, this has been the first time they’ve met publishers in a space like this locally. Typically, developers would meet and pitch publishers either online or travel overseas to other game events. Obviously, the latter can be quite costly, with developers often requiring funded support to attend meetings at Gamescom and GDC.
VicScreen, with the assistance of Screen Australia, recognised the need for a local digital games market. Paul Callaghan, Head of Games and Interactive at VicScreen believes a market event like Play Now is essential to the health of the Australian games industry. “We knew from travelling to events like GDC and Gamescom, developers were attending pitches there, then we would come back and there just wasn’t the same space here in Australia,” he said, highlighting the barrier local developers face. “The opportunity to create an event within MIGW, an event with a larger focus on games that would fulfil the same outcomes – basically connecting the incredible talent that’s here in Australia with publishers and platform holders outside our country.”
“VicScreen intends to empower developers as much as possible.”
Play Now offers this critical opportunity for local studios to meet with international publishers on their home turf, helping further level the playing field for Australian developers. It’s quite impressive, bringing 19 publishers, platform holders, and investors here and matching them up with 56 developer teams, which has also grown since last year. The first iteration of Play Now in 2023 was organised in quite a short time frame meaning this year VicScreen was not only able to fix the original teething issues but also further expand the event with pitch feedback and mentoring sessions in the lead-up to the event. One studio I spoke to further remarked that while they hadn’t received funding from VicScreen, they felt the “application feedback from the state funding body was imperative in enabling them to receive a grant later” from Screen Australia.
VicScreen also facilitates a matching process in the lead-up to the event, allowing for warm interactions between studios and publishers that give developers peace of mind that they are meeting with interested parties. This is quite a hands-on approach but given the resources required to make an event like this happen, it’s very obvious that VicScreen is seeking to empower developers as much as possible along the way.
Among the developers at Play Now, I did have the opportunity to meet with Fat Alien Cat, the studio behind Momento. This was the team’s second time attending the event. Julian Beiboer, the game’s technical lead feels the event is just as important for games no matter how deep in development they are: “It’s great to have projects here that are too early in development to get investment because they get feedback and they get guidance.” For many developers attending, Play Now is a lot more than a networking opportunity – it’s a crucial part of shaping development and the longevity of a studio. Having this insight into what publishers want is so empowering for small studios.
In the game’s first six weeks on Steam, Momento earned over 60,000 wishlists. Having been announced during Wholesome Snack 2023, the team was able to capitalise on the attention by launching their Steam page during the event. The achievement had publishers eyeing up what Fat Alien Cat was developing so having that initial opportunity to attend Play Now back in 2023 – prior to launching was very helpful for the team. It didn’t all begin there though, Screen Queensland’s one-of-a-kind year-long games residency is where the team originally met in 2023 and Momento‘s development officially began. The residency aided the team with free office space and mentorship for an entire year which has aided the studio’s growth.
With funding support from Screen Queensland and Screen Australia, the three-person team has high hopes for the game. Momento takes players on a journey through life, where objects change the narrative. While early comparisons have been drawn to Unpacking, another game also made in Queensland it’s quite clear that Momento builds out from the player’s specific choices. Unpacking forces players to find a place for everything whereas Momento allows players to make choices about what they keep.
Reflecting on their previous time at Play Now, Julian is thankful for any extra guidance the studio can get: “Last year, we were definitely not at a stage to get any deal going, but being here and talking to publishers and investors was a really good way to get a sense of what they are looking for.” Rather than rushing to secure financial backing, the team used their first appearance at Play Now to understand the market better and align their development goals with industry expectations. Learning how to navigate the complex business side of game development takes time and many industry veterans are still learning so for a new team this support is a game-changer. Jess Lyon, the studio’s narrative lead, also echoed the importance of the event’s in-person connections: “This has felt like the best spot to catch the publishers in person, especially in Australia. Play Now is designed so that the publishers have to come and meet you in person. You can get a real vibe check on people that you can’t really get on a screen.”
I also had the pleasure of chatting to Amy Louise Doherty from Arch Rebels – their current project, Ghost Cam is a paranormal VR ghost-hunting game where players use an in-game Polaroid camera to search for ghostly traces and solve puzzles. This was also Amy’s second time attending Play Now. She was appreciative of how Vicscreen structures the event: “Publishers choose you, which is really nice. It’s not just a cold pitch.” For a digital games market, it feels a lot more developer-focused here. This is where they can engage with publishers and make connections. “All the people I’ve met with have been really friendly and supportive, even if it’s not been the right fit for them, they’ve usually had suggestions or contacts they can pass on,” said Amy.
“The support network is strong, and everyone seems to understand that success for one studio uplifts the whole industry further.”
There’s a distinct sense of camaraderie that also flows through Play Now, and it feels uniquely Australian. Between meetings, you’d often hear friendly banter among the developers pitching. While worries might linger about the industry, the community here clearly stands by its own. Everyone seems to understand that success for one studio uplifts the whole local industry further. There is no competition or winners either. During my conversations with the VicScreen team, it also became evident that there’s no pressure to lock in deals or rush decisions here today. Play Now is about creating those warm connections that allow developers at any stage to engage with publishers and investors in a way that benefits their projects. It’s not just about closing a deal – it’s about creating the right environment for these games to get made properly.
While many of the games presented at Play Now might be a ways off-release, it is incredibly exciting to see the talent flowing out of Australia’s indie scene. The event offers developers not just the chance to pitch but to refine their visions through meaningful feedback from publishers and investors which is an incredible opportunity. Not only does the event showcase the passion of Australia’s indie scene but it also proves how strong our game developers are. It might still be an event in its early years, but its value for games being developed all over the country right now is undeniable.
About the Author
Alex Beaty
They/Them
Alex gets FOMO for game DLC more than they should ever admit. On the run for being too good at Fortnite, they now work in game development.
