Indie Devs: The Only Competition That Matters Is You vs You

Introduction

I recently posted a simple idea on Twitter (X) that blew up into a massive discussion: “Other indies aren’t your competition; the real contest is with yesterday’s you.”

The discussion was fantastic. Some people agreed immediately, but others jumped in hot, arguing, “Of course there’s competition! Players compare games, and attention is limited!” And you know what? They’re absolutely right about the external reality. Competition for attention is real. But that’s not the point I was making. Comparing yourself to others can actually be useful when it helps you learn and improve. The problem starts when you focus on someone else’s success in a negative way, when it turns into frustration instead of curiosity. My thread wasn’t denying competition. It was about choosing the mindset that helps you get better rather than get bitter, the mindset that turns comparison into motivation instead of resentment.

This isn’t just fluffy motivation; this is about strategic resource management. Here’s why your biggest rival isn’t another game on Steam, it’s your own potential. Let’s talk!

1. The Low-ROI Trap: Why External Comparison Can Kill Progress

It’s easy to look at another indie dev’s viral post or sales figures and stop dead in your tracks. I’ve been there. I’ve consulted with dozens of developers who were paralyzed by this exact feeling. The typical internal monologue sounds like this: “Why did their game sell tons? Why did the algorithm choose them instead of me? And worse, their game lacked this and that but still sold?!”

That line of thinking defines the problem but gives you no path forward. It burns time on results you cannot control and turns motivation into frustration. If the feeling slides into confusion, jealousy, or bitterness, you are spending your most limited resource for a zero return. Swap that habit for actions that move you. Study what worked, apply one change you can ship this week, and measure it. The goal is simple. Get better, not bitter.

2. The Irony: Why Indie Dev Isn’t Traditional Business

In most traditional industries, competitors don’t publish the playbooks that give them an edge. You might see patents or financial filings, but you won’t see the real blueprints, workflows, or trading strategies out in the open. The indie game space works differently, and this is where the “competition” debate misses the mark.

It’s interesting when people say, “Of course, there’s competition,” and they’re right in a broad sense. But what makes indie development unique is how openly developers share what they’ve learned. Creators like Jonas Tyroller and many others freely discuss their lessons, sales numbers, and marketing approaches for everyone to study and learn from. In most industries, that level of transparency would be unthinkable. You’d never see a restaurant giving away its recipes or a studio publishing its ad data.

Indie dev is different because when one of us wins, we all win. A successful game doesn’t take attention away; it brings more attention in. It doesn’t create more competition; it creates more opportunities. Every successful release shows that the market is healthy, that players are hungry for more, and that there is room for everyone to offer their own spin.

When developers share their “secrets” with so-called competitors, they aren’t giving up power. They’re strengthening the ecosystem. They’re proving that this isn’t about hiding the formula; it’s about growing the pie. Their success becomes a signal, something you can study, learn from, and use to make your own work stronger.

3. The Strategic Choice: Focus on Internal ROI

Your time is your most limited resource. You must spend it only on activities with the highest Return on Investment (ROI). Dwelling on jealousy has 0% ROI. The best logical choice is to turn the idea of competition inward. This is the You vs. You contest.

Conclusion

When you see another game succeed, don’t view it as competition in the traditional sense. By that, I mean don’t immediately think, “I have to outperform it.” Instead, see it as market validation and free research. The reality is that competition for player attention and sales is unavoidable. That is the external market. But the real power lies in your internal mindset.

Instead of aiming to outsell another developer or letting success fuel a negative rivalry, take that energy and invest it into improving yourself as a person and as a developer. Your true benchmark is your past self. When one indie game wins, we all win. It signals a strong market and validates the space for everyone. The rising tide really does lift all boats.

That approach is how I achieved huge sales with Hypercharge and DON’T SCREAM. Not by fixating on other launches, but by treating their success as a learning opportunity and applying that knowledge to my next week’s work.

You cannot control the market, but you can control your output. Compete only with your past self, and you will guarantee your own growth. Now, get back to work!

Thank you for reading, and good luck out there.

@IndieGameJoe