Indie digital store Itch.io is holding its first "Creator Day" today. This means that until midnight tonight, no fees will be taken from any products purchased on the platform, and developers will get everything.

"Developers, musicians, and artists will receive 100% of sales, minus taxes and payment processing fees," Itch.io said."

"We hope to make this a regular event so that developers will have an opportunity to share and promote their work,"

Itch.io stated.

While there is no mention of other storefronts in the announcement, this is a clear counter to Steam, which is facing pressure from developers, publishers, and other sellers to continue taking a 30% cut from most sales.Valve is planning to launch its 2018 late in the year, slightly lowered the amount it collects from some games (instead of a flat 30%, it now only collects 25% on revenue over $10 million and 20% on revenue over $50 million). However, this excludes the vast majority of indie developers (in other words, those who would benefit the most from the reduced fees), and is a pittance compared to the 12% reduction that Epic Games and Microsoft are currently taking.

Itch.io is taking an even more gradual approach: their default rate is 10%, and if developers want to reduce it to zero, they can. (And today, they have no choice; it's a very low rate.)

Also, Itch.io has a Creator Day Sale page to help get the wheels turning. As far as I can tell, it's just a list of what's on sale anyway, but here are some good choices:

Itch.io's Creator Day ends May 14 at 11:59 pm PT.

Thanks, RPS, for the help.