The indie game development world can be brutal, but for those who are passionate about their craft, it’s an adventure worth pursuing.
Alx Preston, the CEO of Heart Machine, has experienced the highs and lows of indie game development, from crowdfunding to navigating budget constraints and working with publishers.
In our SpeakIndie Episode #2, Alx shares his journey and thoughts on surviving as an indie developer today.
Alxander Preston, nicknamed Alx Preston, is the founder and owner of Heart Machine, a video game studio. He serves as the creative director, head designer, and creator behind notable games like Hyper Light Drifter, Solar Ash, and Hyper Light Breaker.
Alx’s journey into the gaming world didn’t start with a formal background in the industry. In fact, his career began in other entertainment fields, including freelance art and design. It wasn’t until a few years into his career that he decided to take a leap into the gaming world, inspired by indie developers who dared to create their own paths.
I didn't really want to do AAA because that seems boring or, you know, rough in a lot of ways that I wasn't interested in. And indie stuff seemed compelling. But, you know, even when it was getting started, it seemed really brutal.
Alx co-founded Heart Machine and started making Hyper Light Drifter, a visually stunning 2D action RPG.
Creating an indie game isn’t easy—especially as the stakes continue to rise. Alx openly admits that one of the most challenging parts of game development is managing deadlines, expectations, and ever-expanding budgets.
We were planning for Hyper Light Drifter to be a smaller project, but as we got into it, the scope exploded. We ended up needing far more resources than anticipated. It’s rare for an indie game to come in on budget and on time.
With a small team of nine, Alx and his team worked tirelessly to make the game a reality. As anyone in the industry will tell you, working in the gaming world means dealing with constant challenges—especially financial ones.
Heart Machine’s journey with Hyper Light Drifter was made possible thanks to a successful Kickstarter campaign. However, this wasn’t a smooth process. Alx initially aimed for a $30,000 goal, but the project required much more.
I thought $30,000 would be enough, but quickly realized that it wasn’t. We ended up reaching a much higher budget. And that’s part of the risk of crowdfunding—estimating how much you really need for a project and adjusting your expectations.
The Kickstarter campaign took nine months to prepare, and even after launching, the journey wasn’t easy. But crowdfunding wasn’t just about money—it was also about building a community. Alx was aware of the risks, but the rewards of seeing players support the game were unmatched.
Crowdfunding was the best opportunity we had. It was an incredible way to engage with our community and get the game off the ground.
As Heart Machine began to grow, Alx expanded his team and started working with larger publishers. Choosing the right publishing partner can make or break a project, especially when balancing artistic vision with the realities of business.
In the past, I worked with several different publishers on different projects. The key was finding partners who shared our vision and understood the challenges of creating something unique. Devolver Digital, for example, was a great fit for us because they understood our style.
Alx’s strategy was to work with different publishers on different projects, a move that allowed Heart Machine to diversify its opportunities and manage risks.
Indie game development often involves difficult conversations—particularly when it comes to budget extensions, timelines, and creative disagreements. Alx is no stranger to these hard discussions.
It’s all about transparency. When deadlines aren’t being hit or budgets are getting stretched, you have to be honest with yourself and your team. At times, I’ve had to ask for more time and money, even if it wasn’t an easy conversation.
But beyond the tough conversations, there’s an underlying passion that drives indie developers like Alx. Despite the hardships, the love for gaming and creating something new keeps them going.
As the gaming industry evolves, so too must indie developers. In 2024, the landscape is changing. Alx recognizes that while publishers are tightening their belts, there’s still room for smaller, unique projects that bring something fresh to the table.
Crowdfunding is still viable, but the environment has changed. In the past, indie developers could gain traction just by having a good pitch. But now, the market is flooded with games. It's much harder to stand out.
One of the trends Alx has observed is that smaller, tactical games seem to be more popular. Games with unique mechanics and strong world-building are resonating with players, but they also carry significant risks.
Community-building is a key element for indie developers. Alx is passionate about creating a relationship with his audience, whether through social media, fan art, or community engagement events like Discord, Gamescom, and Comic-Con.
We’ve built a really great community, and it’s important to continue engaging with them. I’ve seen some amazing fan art over the years, and that always motivates me,” says Alx.
The relationship between indie developers and their community is reciprocal. The fans support the games, but the developers also thrive on the energy and creativity that the community brings.
So, what does the future hold for indie game developers like Alx? While there’s still a lot of uncertainty in the industry, Alx believes that things will eventually return to some form of normalcy.
2024 has been a tough year, but I think 2025 will see a return to normalcy. Publishers will become hungrier for new projects, especially from indie developers. The landscape is shifting, but there’s still room for unique games,
As for Alx and Heart Machine, the journey continues with Possessor—a new game with a smaller, more focused scope. He’s learned valuable lessons from past projects, and his team is constantly innovating to create something special.
Alx’s journey shows the resilience and passion required to survive in the indie game development world. It’s not an easy road, but for those who truly love what they do, the challenges are worth it.
Games are a passion-driven industry. It’s tough, but that’s what makes it special. You’re creating something that people will love and engage with, and that’s what keeps you going,
As the gaming industry continues to evolve, indie developers like Alx Preston will keep pushing boundaries, taking risks, and creating unique experiences that resonate with players. And for those brave enough to follow in their footsteps, the future of indie gaming is bright.
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By the way, the Devoted team is now working on something really cool. It’s an instrument that helps you find relevant projects to your skills and specialization.
By the way, the Devoted team is now working on something really cool. It’s an instrument that helps you find relevant projects to your skills and specialization.
