Why Games Like Silksong Delay Launch: The Battle for Visibility

The strategic timing of a game’s release can make or break its success in today’s saturated market. When a highly anticipated title like Silksong suddenly announces a launch date, the ripple effect can force competing developers into a difficult position. Even games that don’t directly compete for the same audience must weigh the risk of being overshadowed by a cultural phenomenon.

In the past week, several titles have shifted their release schedules to avoid clashing with Silksong’s surprise September 4 launch. While some, like the 2D adventure RPG Faeland or the metroidvania sequel Aeterna Lucis, clearly share a player base with Team Cherry’s upcoming hit, others might seem safe at first glance. After all, the PC gaming audience is larger than ever, shouldn’t there be room for everyone?

According to Brian Kwek, head of indie publisher Ysbryd Games, the reality is more complex. His studio recently delayed Demonschool to November 19 after what he describes as “much anguished consideration.” The decision wasn’t made lightly. Kwek explains that when two games launch simultaneously across multiple platforms, the competition extends far beyond Steam’s algorithm. Console audiences, content creators, and press coverage all become battlegrounds for visibility.

Streamers, in particular, play a crucial role in amplifying indie titles. Games like Demonschool often rely on variety creators, those who jump between genres, rather than specialists. But when a game like Silksong drops, even these creators feel pressure to focus on the biggest story of the moment. “Unless a streamer is known for their love of tactics games,” Kwek notes, “we’d be competing directly for their attention.” That first week of Silksong’s release could mean a total blackout for smaller games trying to build momentum.

Ysbryd and developer Necrosoft Games had originally chosen September 3 carefully. The date followed major industry events like Gamescom and PAX West, yet preceded a crowded October filled with high-profile releases like the Final Fantasy Tactics remaster and a Steam Next Fest. Still, Kwek admits that even Next Fest can become a “black hole of visibility” for launches, sometimes just as risky as going head-to-head with a giant.

Delaying a game isn’t free, either. It disappoints fans, disrupts marketing plans, and adds financial strain. Kwek describes the process of negotiating new dates with platform holders like PlayStation, Nintendo, and Xbox as deeply stressful. Last-minute changes require rearranging streams, review schedules, and promotional campaigns, a logistical nightmare that affects nearly everyone involved. “If we didn’t see value in pursuing it,” he says, “we’d have just stayed put.”

Adam Lieb, founder and CEO of game marketing platform Gamesight, emphasizes that these decisions are never made lightly. Delays are expensive, extending development by a month means paying the entire team with no revenue coming in. For AAA games that have booked TV ads or billboards, changing dates can mean losing money entirely. Yet, Lieb also points out a counterintuitive upside: launching in the wake of a major title can sometimes boost sales. When more people are on Steam and in a “gaming mood,” smaller titles can ride the wave of increased engagement.

He uses the example of RPGs: when a high-profile title like an Elder Scrolls remaster drops, it doesn’t always cannibalize other games in the genre, it can renew interest in them. “Oblivion got me in an RPG mood,” Lieb recalls, “and I stayed in that mood.” In other words, sometimes a giant launch doesn’t smother the competition, it feeds it.

Ultimately, picking a release date is a high-stakes gamble. Ysbryd had tried to anticipate a Silksong surprise, but no one expected a release date with so little lead time. There’s no perfect formula, no guaranteed right answer. In the end, it comes down to a mix of data, instinct, and a little bit of hope, that your game will find its audience, no matter when it lands.

(Source: PCGAMER)