If you bought a game on itch.io on November 28, 2025, you made a developer very happy. The indie-friendly platform hosted its recurring Creator Day event, where they waived their platform fee entirely for 24 hours. That meant every single sale went straight to creators, minus only payment processing fees and taxes.
What Makes Creator Day Special
Creator Day runs from 8am to 8am UTC, giving creators worldwide a full 24-hour window where itch.io steps back completely. The platform launched this initiative back in May 2021 and has continued it several times a year since then. The November 2025 event coincided with their Black Friday sale, which featured over 15,000 projects at discounted prices.
What makes this event stand out is its simplicity. Developers don’t need to change any settings or opt in. Everything happens automatically, and once the 24 hours ends, normal revenue share settings kick back in. For buyers, it’s a chance to support creators when their purchase has maximum impact.
How Itch.io’s Revenue Model Already Stands Apart
Even outside Creator Day, itch.io operates differently than most digital storefronts. Since 2015, the platform has let developers choose their own revenue split, deciding what percentage goes to itch.io. The default sits at 10 percent, well below the industry standard 30 percent that platforms like Steam take. But here’s the kicker – developers can set it anywhere from 0 to 100 percent.
This pay-what-you-want approach extends to game pricing too. Developers can set minimum prices, but buyers can choose to pay more if they want to show extra support. It creates a culture of direct support between players and creators that you don’t really see on other platforms.
The Platform That Puts Indie First
Itch.io has built its reputation as the go-to place for independent developers, especially those just starting out. Anyone can publish on the platform without approval processes or upfront fees. As of 2019, the platform hosted over 200,000 games, ranging from polished commercial releases to experimental game jam projects.
The platform shines for certain types of content:
- Game jam entries and experimental projects
- Early alpha and demo versions
- Web-based browser games (which get significantly more plays than download-only titles)
- Niche and unconventional games that might not fit mainstream marketplaces
- Asset packs, tools, and other creative resources
Itch.io vs Steam: Different Worlds
Comparing itch.io to Steam is like comparing a local farmers market to a superstore. Both serve a purpose, but the experience differs completely. Here’s how they stack up:
| Feature | Itch.io | Steam |
|---|---|---|
| Publishing Fee | Free | $100 per game |
| Revenue Share | 0-100% (developer choice, default 10%) | 30% to platform |
| Approval Process | None – instant publishing | Review required |
| Store Page | Fully customizable | Standard template |
| Best For | Indies, jams, experimental games | Commercial releases, larger projects |
Steam offers infrastructure like achievements, cloud saves, and networking features. Itch.io offers freedom, flexibility, and a community that actively supports experimental work. Many developers use both platforms strategically – releasing free or experimental projects on itch.io while saving commercial releases for Steam.
Why This Model Matters for Indie Developers
The indie game scene thrives on platforms that reduce barriers to entry. Itch.io’s approach means a student can upload their first game jam project without worrying about fees or approval. That same flexibility lets established indies test experimental ideas without financial risk.
Creator Day takes this philosophy further by periodically eliminating even the small default platform fee. It’s a gesture that mirrors Bandcamp Friday in the music world, where the music platform waives fees to support artists. Both initiatives recognize that sometimes the best way to support creators is simply to get out of their way.
Frequently Asked Questions
How often does itch.io host Creator Day?
Itch.io hosts Creator Day several times throughout the year. The events aren’t on a fixed schedule, but the platform announces them in advance on their blog and social media channels. Since the first Creator Day in May 2021, it has become a regular recurring event.
Do developers need to do anything special to participate in Creator Day?
No, participation is completely automatic. All games and content on itch.io are included without developers needing to change settings or opt in. Once the 24-hour period ends, normal revenue share settings automatically restore.
Can developers really set their revenue share to 0% on itch.io?
Yes. Since October 2013, itch.io has allowed developers to sell content without giving the platform any money. Developers can adjust their revenue share percentage from 0 to 100% in their seller settings. The default is set at 10%, but it’s completely up to each creator.
Is itch.io only for video games?
While itch.io focuses primarily on games, the platform also hosts game assets, tools, comics, books, soundtracks, and other digital creative content. The marketplace welcomes any independent digital creator, not just game developers.
How does itch.io make money if developers can choose 0% fees?
Itch.io operates on a sustainable model where most developers keep the default 10% revenue share or choose a percentage they’re comfortable with. The platform’s costs are manageable enough that this flexible system works. They prioritized creator support over maximizing profit, which has built strong community loyalty.
Can I play games directly in my browser on itch.io?
Yes, many games on itch.io offer browser-based play through WebGL builds. Statistics show browser-playable games get significantly more engagement – around 37% of viewers play browser games compared to only 6% who download desktop-only games. This makes browser support a smart choice for developers wanting maximum reach.
What happened during the November 2025 Creator Day?
The November 28, 2025 Creator Day ran for 24 hours from 8am to 8am UTC and coincided with itch.io’s Black Friday sale. Over 15,000 projects participated in the sale, and developers received 100% of revenue (minus payment processing fees and taxes) for that entire period.
Final Thoughts
Creator Day represents more than just a promotional event. It’s a statement about how digital marketplaces can operate when they prioritize creators over profit margins. While itch.io may not have Steam’s user base or infrastructure, it offers something equally valuable – a space where independent creators can experiment, grow, and connect with audiences without financial barriers or corporate gatekeeping.
For indie developers, especially those just starting out, itch.io provides a welcoming entry point into game distribution. For players, it’s a treasure trove of experimental, weird, and wonderful projects you won’t find anywhere else. And for everyone involved, Creator Day is a reminder that sometimes the best way to build a community is to give back to the people who make it possible.