The rise of AI slop is a real problem for Steam. Developers are growing wary of sharing their concepts and demos for fear of them being cloned, while Next Fest events meant to showcase upcoming games are being choked by literally thousands of demos hastily cranked out by 'developers' who are throwing everything imaginable at the wall in hopes that something will stick.

Speaking at the Steam Indie Connect event in Busan, South Korea, Valve's Tom Giardino and Marc Wilkinson acknowledged the problem, which as reported by Inven Global included at least one instance of a developer reporting extortion threats: "If you don't pay, we'll clone your game with AI and release it first." But the pair suggested that Valve isn't really in a position to do much about it, at least as far as regulating what is and isn't allowed on the platform. "We don't want to be gatekeepers telling developers which tools they should or shouldn't use," Giardino said.

Noting that games were being cloned long before AI came on the scene—just at a much slower pace—Giardino suggested that developers can protect their work by first building a strong community around it, and then focusing on continual improvements: "Rather than relying on a single mechanic that someone can easily copy, you need to keep growing your game by adding features, personality, and creativity that stem from your own perspective."

Valve's approach to the deluge of AI games flooding the Steam Next Fest is similar. Wilkinson said that during the first two days of the event, Steam users are shown games virtually randomly—but after that, the platform starts making personalized recommendations, showing users games they're more likely to enjoy.

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