The indie game marketplace itch.io is currently facing significant operational challenges after its domain was taken offline, allegedly due to a fraudulent phishing report instigated by Funko, the pop culture collectibles company. This incident has raised eyebrows within the gaming community and sparked discussions about the reliability and consequences of automated brand protection systems.
It all began when itch.io, which has become synonymous with exciting and unique indie games, posted on social media detailing the unfortunate event. The company claimed, “I kid you not, itch.io has been taken down by @OriginalFunko because they use some trash ‘AI Powered’ Brand Protection Software called @BrandShieldltd.” The company accused this AI service of fabricing the phishing claim, which led to the registrar, iwantmyname, disabling itch.io’s domain without reviewing the situation adequately.
The ramifications of this incident are stark. Not only does it render itch.io’s vast library of indie titles unavailable, but it also disrupts revenue streams for countless independent developers who rely on the platform to sell and distribute their games. Many users who had games purchased or even hosted their projects on the site now find themselves shut out from accessing their content.
Following the outage, itch.io quickly complied with the phishing report, removing the contested page to minimize conflict. This response, unfortunately, did not suffice for the domain registrar—an automated system seemingly kicked in to disable the entire domain, rendering the marketplace temporarily inaccessible. The platform's official statement continued, "Regardless, our registrar's automated system likely kicked [in] to disable the domain since no one read our confirmation of removal.”
Despite the bleak situation, itch.io is holding on to hope. There has been discussion of setting up shop on another domain, but such steps might create complications with existing third-party services. Thankfully, itch.io users who already have installed games on their devices can still access their content until the platform sorts out this crisis.
Itch.io is not new to struggles with domain-related issues. Back in 2022, it accused another website—a crypto project—of stealing code, leading to more questions concerning the security and integrity of the indie platform. Yet, it continues to thrive, even amid adversity, having hosted over 1 billion games and projects since its inception.
BrandShield, the AI software under the spotlight during this incident, has tried to position itself as a guardian for brands, promising top-notch protection against online threats. Its client list boasts well-known names like Dropbox and New Balance, claiming to use AI to proactively monitor for trademark infringements, phishing attempts, and brand abuse across major platforms.
While it's clear BrandShield intends to protect brands, the unfortunate fallout for itch.io raises questions about the effectiveness of AI systems when it lacks human oversight. Automated systems, such as those utilized by iwantmyname, highlight the potential dangers when software-driven decisions bypass human judgment entirely, especially concerning matters as sensitive as business operations and intellectual property protection.
On social media, users responded with frustration and solidarity, expressing disappointment over the impacts on indie developers who heavily rely on the platform. Messages of support flooded the comments, highlighting games lost from their libraries and the uncertainty of when access might be restored.
It’s noteworthy how incidents like these place indie platforms at the mercy of larger corporate entities and their systems. The incident doesn't just hurt the platform but threatens to undermine the entire indie gaming ecosystem, which thrives on accessibility and community-driven content.
While itch.io is currently offline, the indie community eagerly awaits updates from the platform as it navigates this complex situation. Many hope the platform will return swiftly, restoring access to the myriad of unique titles and projects available which highlight the creativity of indie developers everywhere.