Why do indie devs expect the leading platform holder to give them free promotion without any work, just because they’re indie devs? Sony do plenty of promoting indies when they’ve made something special that Sony deem will be very interesting to their fans. You’re not getting free promotion for some generic mobile game-looking clone; Sony have far too much demand to be doing that.
Do you expect the supermarket to give prominent shelf space to a product which isn’t popular with the majority of their shoppers, just because it’s made by a small business?
The leading platform holder (on the console front), which currently is Nintendo, allow indie devs to set a discount for their games from the backend tools whenever they want without waiting for the platform holder action (be invited in the promotion).
Nintendo also might feature a indie game in specific sections to rise awareness without the need to pay the platform holder a fee and run periodical presentations about indie games called Indie World (it's the equivalent of the Nintendo Directs but for indies).
From Kotaku article:
While Microsoft and Nintendo are far from perfect, Sony makes their lives most difficult
kotaku.com
The issue isn’t simply that Sony charges a minimum of $25,000 to be featured in a visible position on the PlayStation Store—it’s that this is, for most indie games, the
only way to be visible. Without paying,
developers are reporting that games get completely lost, which many have told us is in stark contrast to both Microsoft and Nintendo’s stores. While both offer ways to pay for prominence (although we’ve as yet been unable to confirm exact figures), what we keep being told is that they also offer many other free options too.
Meanwhile on Switch we’re told, “Without paying for featuring, there are spots on the eShop you will appear without paying. New releases, great deals, all those kinds of lists. And they will put new releases and decent discounts into the Discover tab too.”
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Of course, things aren’t all sunshine on the other platforms, but the central message was that things are significantly worse for indies with Sony. We learned some very odd details, like how Nintendo prevents developers from rolling out patches larger the 200MB without special permission, but in general, while no one thought anywhere was close to ideal, people are much happier with the experience and sales on Microsoft and Nintendo’s consoles.
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“Crazily enough, Nintendo finally listened after many years, and now provide some of the best tools for devs to actually control their game,” a respected indie publisher told me. “So we can just drop a discount on Switch for our games whenever we want, at any discount level we want, it’s completely in our control. Steam is the only other platform that allows that.”
He points out that on Switch there are many ways to be featured without paying. “New releases, great deals, all those kinds of lists, and they will put new releases and decent discounts into the Discover tab too. [I’m] not saying it’s amazing, but it’s at least discovery methods, and we end up selling decent numbers on Switch because people can find our games.”
Then pauses and adds,
“Now try going on the PlayStation Store and finding a specific game.”