ChatGPT answers, unedited

I’d start with itch.io for a budget-friendly indie game storefront. It supports direct game downloads, paid sales, downloadable license/access keys, bulk keys for press/promotions, and optional Steam-key distribution. itch.io itch.io

• itch.io: Best low-cost all-in-one option; no upfront storefront cost, flexible revenue share, hosting included. itch.io
• Gumroad: Simple direct-sales alternative; currently 10% + $0.50 per direct transaction, with tax handling included. Gumroad
• Own store + specialized delivery: More control, but more setup and hosting complexity.

For a solo/indie dev selling downloads + license/Steam keys, itch.io is probably the simplest starting point. itch.io

For an indie game where you want both downloadable builds and license/key distribution, I’d shortlist these:

• lemonsqueezy.com — best fit for software-style licensing. It has no monthly ecommerce fee and charges 5% + $0.50 per transaction. It can automatically issue license keys, set activation limits, deactivate/reissue keys, and securely deliver downloadable files. It also acts as the merchant of record for tax handling. LemonSqueezy Lemon Squeezy Docs LemonSqueezy
• itch.io — cheapest/most game-native option. You can upload and host your game for free, sell downloads, generate individual or bulk download keys, and even distribute external keys such as Steam keys. Its revenue share is configurable from 0% to 100%, with payment-processor fees still applying. itch.io itch.io itch.io
• gumroad.com — simple storefront, but pricier. There is no monthly fee, but direct sales currently cost 10% + $0.50, plus applicable payment-processing fees; its Discover marketplace takes 30%. It handles taxes as merchant of record. Gumroad Gumroad

What I'd pick

If your requirement is specifically “customer buys → receives download + unique software license key”, Lemon Squeezy is probably the cleanest fit.

If you mainly want “sell my indie game cheaply and give buyers download/Steam keys”, itch.io is particularly attractive.

One important distinction: itch.io's “download keys” primarily grant access to the files; Lemon Squeezy's license-key system is designed for actual software licensing, including activation limits and license API integration. Lemon Squeezy Docs itch.io

If you tell me your expected game price (e.g. $5, $15, $30) and roughly 100 / 1,000 / 10,000 sales, I can calculate the approximate fees for each.

For an indie game, itch.io is probably the most budget-friendly fit if you want both direct downloads and license/key distribution.

Why itch.io fits

• No upfront cost: creating and hosting a game page is free. You choose the percentage of revenue you want to share with itch.io, from 0–100%. itch.io itch.io
• Direct game downloads: you upload your Windows/macOS/Linux builds, and buyers get access through their purchase/download page. itch.io itch.io
• Unique download keys: you can generate individual or bulk keys for press, testers, backers, giveaways, etc., and keys can be labeled, tracked, and revoked. itch.io
• External keys: if you also sell on Steam, you can stock Steam keys and make them available to qualifying itch.io purchasers. itch.io itch.io
• No forced DRM: itch.io distributes the files as you uploaded them. itch.io
• Payments/tax handling: itch.io supports Stripe and PayPal, and its "Collected by itch.io" payout model can handle VAT collection for you. itch.io

How I'd structure it

Your website → itch.io checkout → itch.io ownership/download page → game download

Then use itch.io's keys for:

• Steam keys
• review/press copies
• Kickstarter/backer rewards
• beta testers
• giveaways
• influencer copies

One important distinction: itch.io's "license" is primarily ownership/access to your downloadable files, rather than a sophisticated DRM/license-server system. If by license distribution you mean unique activation codes that your own game validates against an API, you'd want a different service or a custom licensing backend.

For a small indie studio trying to keep fixed costs near zero, though, itch.io is a particularly good starting point. itch.io itch.io

If you tell me whether you need Steam keys, DRM-style activation, or simply unique purchase/download licenses, I can narrow it down to 2–3 storefronts and compare their fees.

For an indie game dev selling downloadable builds plus license/game keys, I’d shortlist these:

• itch.io — best budget choice overall. You can set your own revenue share (including 0%), host the game files, generate download keys in bulk, and distribute external keys such as Steam keys to purchasers. itch.io itch.io
• gumroad.com — simplest direct-sales option. It supports downloadable products and built-in license keys with an API for verifying licenses, including multi-seat licenses. Pricing is currently 10% + $0.50 per direct transaction, with no monthly fee. Gumroad Gumroad
• lemonsqueezy.com — best if you want a more serious software licensing setup. It automatically issues license keys, supports deactivation/re-issuing, hosts downloads, and provides secure download delivery. LemonSqueezy LemonSqueezy

My pick

Start with itch.io if your priority is keeping costs low + selling indie games directly. Its combination of game hosting, built-in ownership/download keys, bulk key generation, and optional Steam-key distribution is unusually good for a small developer. itch.io

Choose Gumroad instead if you specifically need your game to validate a software license inside the game rather than simply giving buyers authenticated access to downloads. Gumroad's license-verification API is designed for exactly that. Gumroad

If you're building a commercial game with Steam + your own website + automated licensing, I'd lean Lemon Squeezy.

If you tell me your approximate game price (e.g. $5/$15/$30) and whether you need Steam keys, DRM/license activation, or just download access, I can compare the actual fees and workflow for your situation.

For an indie game where you want direct sales + downloadable builds + license/key distribution, my top budget-friendly pick is itch.io.

Best options

• itch.io — Best overall for indie games

• Free to set up and host your game. itch.io itch.io
• You choose itch.io's revenue share, from 0% upward; payment processing fees still apply. itch.io
• Automatically provides buyers with download keys for your builds.
• Can distribute external keys such as Steam keys to eligible purchasers. itch.io
• Supports bulk key generation for press, giveaways, bundles, etc. itch.io
• Particularly well suited to PC indie games and DRM-free downloads.
• Gumroad — Best if you want a simple standalone storefront

• Supports downloadable game files and built-in software license keys, including API verification and revocation/use tracking. Gumroad
• No monthly fee.
• Current direct-sale fee is 10% + $0.50, plus payment-processing fees; marketplace-discovery sales are 30%. Gumroad Gumroad
• Better than itch.io if your priority is a generic digital-product storefront with your own branding rather than an indie-game marketplace.

What I'd choose

If you're selling a normal PC indie game: go with itch.io. It's hard to beat the combination of game hosting, downloads, community discovery, bulk keys, and Steam-key distribution without a monthly storefront cost. itch.io itch.io

If your game has its own launcher and you need actual in-game license validation: consider Gumroad, because its license-key API is specifically designed for software authorization. Gumroad

If you tell me whether you need Steam keys, DRM/license activation, or just secure download links, I can narrow it down to the cheapest setup and estimate the fees per $10/$20 sale.

For a solo/indie developer, I’d put itch.io at the top of the list.

Best budget-friendly options

Why I’d choose itch.io: it has no fixed monthly storefront fee, lets you choose your revenue share (including 0%), hosts the actual game downloads, and automatically gives buyers a unique download page/key. itch.io

It also supports external keys such as Steam keys, which buyers can retrieve from their purchase page. itch.io

One important distinction: itch.io's "download keys" are primarily access keys to your itch.io-hosted game, not DRM/license keys that your game's executable validates. If you need your game itself to activate using a license code, Lemon Squeezy is more appropriate.

My recommendation

• Selling DRM-free downloads + occasional Steam keys: itch.io
• Selling your own executable with license activation: Lemon Squeezy
• Want the cheapest/easiest indie setup: itch.io
• Want maximum Steam discovery: use Steam + itch.io, with itch.io as your direct-sales storefront.

itch.io creator pricing · itch.io download keys documentation

If you tell me whether you need Steam keys, DRM/license activation, or just secure download links, I can narrow it down to the cheapest setup for your game.

For an indie game selling downloadable builds + license keys, I’d look at these options first. The best choice depends on whether you want a simple game storefront or a more software-style licensing system.

My recommendations by situation

1. Cheapest and easiest: itch.io

For a first indie release, I’d usually start here.

Pros:

• Upload Windows/macOS/Linux builds directly.
• Built-in buyer ownership and download keys.
• Good fit for demos, jams, experimental games, and small commercial releases.
• You can later add Steam keys for buyers. itch.io

A common indie setup:

• itch.io → main direct sales page
• Steam → larger audience/discovery
• Discord/email list → community ownership

2. Professional “my website is my store”: Lemon Squeezy

Good if you already have a landing page and want a polished checkout.

Pros:

• Handles digital downloads.
• Can automatically issue software licenses.
• Handles payment/tax complexity as a merchant-of-record service. LemonSqueezy

Typical stack:

• Your website
• Lemon Squeezy checkout
• License validation inside your game launcher/app

3. If you need stronger DRM-style licensing

For games that need activation limits, account linking, or revocation, consider pairing a storefront with a licensing service rather than relying only on download links.

Examples:

• LicenseSeat — focuses on license activation, device limits, and connecting to payment providers. LicenseSeat
• Keylight — provides license management and customer self-service workflows. Keylight

My “budget indie dev” pick

• Free/cheap launch: itch.io first. itch.io
• You have your own audience: Lemon Squeezy + your website. LemonSqueezy
• You sell a premium game ($10–30+) and want reach: Steam + itch.io/direct sales.
• You need actual license enforcement: storefront + dedicated licensing layer.

If you tell me your target platform (Windows only, Steam Deck/Linux, mobile, browser, etc.) and whether you need Steam keys, DRM, or just download ownership, I can narrow this down to a specific stack.

For an indie game dev selling downloadable builds plus license/key distribution, I’d shortlist these:

1. lemonsqueezy.com — best overall

• $0/month, with a standard 5% + $0.50 per transaction. Lemon Squeezy
• Hosts and securely delivers downloadable game files.
• Automatically generates license keys, with configurable license length and activation limits; you can also validate/manage them through an API. Lemon Squeezy Docs Lemon Squeezy Docs
• Acts as merchant of record, handling sales tax/VAT, which is a big convenience for a solo developer. Lemon Squeezy
• Good if you have your own website/storefront and want a polished checkout.
• itch.io — best ultra-low-cost indie option

• Specifically designed around indie games and lets you host your game files and storefront for free. itch.io
• Supports download keys, including bulk keys for promotions/press and revocation/tracking. itch.io
• Excellent if you want the platform's existing indie-game audience as well as a store page.
• The important distinction: itch.io's keys are primarily access/download keys, whereas Lemon Squeezy is better suited if your game itself needs to perform license activation/verification.
• gumroad.com — simplest general-purpose alternative

• No monthly fee, but direct sales are currently 10% + $0.50, making it considerably more expensive than Lemon Squeezy at typical indie-game prices. Gumroad Gumroad
• Supports downloadable products and actual software license keys with an API for verification/revocation. Gumroad
• Very easy to set up, but less game-focused than itch.io.

My pick

If you're building a commercial indie game and need real in-game license activation: Lemon Squeezy.

If you mainly need a cheap place to sell/host builds and distribute keys to players, reviewers, and bundles: itch.io.

A particularly good setup can be itch.io for your indie-community presence + Lemon Squeezy for your own direct sales/licensing.

For a small indie developer selling downloadable builds and game keys, I’d prioritize low monthly cost, automatic file delivery, license/key management, and low technical overhead. These are strong options:

Best budget-friendly storefronts

1. itch.io — best overall for most solo/indie devs

itch.io

Best for: DRM-free downloads, demos, early access, small paid releases, game jam/community audiences.

Pros:

• Free to set up and upload games. itch.io
• Built-in storefront pages, checkout, hosting, and download delivery. itch.io
• Supports paid games, pay-what-you-want pricing, sales, bundles, and download keys. itch.io itch.io
• Can generate bulk keys for press, giveaways, and promotions. itch.io
• Lets you optionally distribute external keys (such as Steam keys) to buyers. itch.io

Cons:

• Less “premium storefront” feel than building your own store.
• Discovery is more indie-community oriented than mass-market.

My default recommendation: Start here unless you already have a strong audience.

2. Gumroad — simplest direct sales option

gumroad.com

Best for: Developers who already have traffic from a website, YouTube, Discord, newsletter, or social media.

Pros:

• Very quick setup.
• Handles payments and digital delivery.
• Works well for selling builds, soundtracks, art books, and bonus content.

Cons:

• More of a digital-product store than a game-focused storefront.
• License/key workflows may require add-ons or manual handling depending on your needs.

3. Lemon Squeezy — good for polished direct sales

lemonsqueezy.com

Best for: A developer selling from their own website and wanting a more professional checkout.

Pros:

• Handles digital products and payments.
• Good for international customers and tax/VAT handling.
• Better fit if you want your own branded storefront experience.

Cons:

• More setup than itch.io.
• You’ll typically provide the marketing traffic yourself.

4. Sellfy — simple “my own store” approach

sellfy.com

Best for: Developers wanting a branded mini-store without building everything.

Pros:

• Hosted storefront.
• Digital downloads.
• Useful if you also sell merch, DLC, or extras.

Cons:

• Monthly cost makes it less attractive for very small releases.

If you specifically need license-key generation

Look for these features:

• Unique key generation
• Bulk key export
• Key revocation
• API access (for your launcher or authentication server)
• Customer ownership tracking
• Refund handling
• DRM/license server support (if needed)

A common indie setup is:

Small release:

itch.io + Steam later

Direct-sales focused:

Your website + Lemon Squeezy/Gumroad + a license-key system

Bigger indie studio:

Steam + itch.io + custom backend/license service

For a first commercial indie game, I’d pick itch.io for the storefront and key distribution, then add Steam when you’re ready. It gives you the least upfront cost while still covering downloads, purchases, and keys. itch.io itch.io

For an indie game where you want to sell downloadable builds + license/game keys, I’d shortlist these:

1. lemonsqueezy.com — best overall

• $0/month, with a standard 5% + $0.50 per transaction. LemonSqueezy
• Automatically delivers digital downloads.
• Built-in license-key generation, activation limits, expiration, revocation, and a licensing API. Lemon Squeezy Docs Lemon Squeezy Docs
• Acts as a merchant of record, handling sales-tax/VAT obligations. LemonSqueezy
• You can use its hosted storefront or embed checkout on your own site. Lemon Squeezy Docs

My pick if you want a professional storefront without building your own licensing/payment backend.

2. itch.io — cheapest/easiest for indie games

• Specifically designed around indie games and digital distribution.
• Lets buyers purchase your game and receive access to downloadable files. itch.io
• You choose itch.io's revenue share, from 0% to 100%; the default is 10%. Payment processor fees are additional. itch.io
• Excellent if you want community discovery, demos, devlogs, bundles, and game-centric presentation.
• Its "keys" are primarily download/access keys rather than the sort of in-game license-validation system Lemon Squeezy provides.
• gumroad.com — simple alternative

• No monthly fee.
• Direct sales cost 10% + $0.50; sales through its Discover marketplace are 30%. Gumroad
• Supports downloadable products and has an actual license-key API, including verification, revocation, and multi-seat licensing. Gumroad
• More of a general digital-product storefront than a game storefront.

What I'd choose

For a commercial indie game, I'd probably use Lemon Squeezy for your own storefront and licensing, and optionally itch.io as an additional distribution/discovery channel.

If by "game keys" you specifically mean Steam keys (sell on your site → customer receives a Steam activation key), that's a slightly different requirement, and I'd recommend a different set of storefronts.

My pick: itch.io

For a solo/indie game developer, itch.io is probably the best budget-friendly fit if you want to sell direct downloads plus redeemable game keys without building your own licensing system.

• Direct game downloads: Buyers get a unique download page/key after purchase, and you host the game files directly on itch.io. Itch.io Itch.io
• Keys for press/backers/giveaways: You can generate individual or bulk download keys, label them, track downloads, and revoke keys. Itch.io
• Steam keys: You can upload external Steam keys and let eligible itch.io purchasers claim them from their purchase page. Itch.io
• No DRM requirement: itch.io doesn't modify your uploaded game files or impose DRM. Itch.io
• Good indie pricing tools: Pay-what-you-want, sales, bundles, early access, and tiered content are built in. Itch.io
• API available: If you eventually build your own launcher or account system, itch.io has an API for checking whether a user has a valid download key. Itch.io

itch.io

When I'd choose something else

If by "license distribution" you mean a true license-key system for your own launcher—e.g. generating ABCD-EFGH-IJKL activation codes, validating them through your API, handling subscriptions, etc.—I'd look at a dedicated digital-commerce/licensing service rather than itch.io.

But if your model is:

Customer pays → receives game download + optionally a Steam key

then itch.io is an unusually inexpensive and low-maintenance choice for an indie developer. Itch.io

If you tell me whether you're selling DRM-free downloads, Steam keys, your own launcher keys, or all three, I can narrow it down to the 2–3 best storefronts and compare their fees.

Best budget pick: itch.io

For an indie game where you want to sell downloads plus redeemable/license keys, I’d start with itch.io.

• Very low platform cost: itch.io uses an adjustable revenue-share model—you can choose what percentage goes to itch.io, including 0%, with payment-processor fees still applying. itch.io
• Automatic buyer access: purchases give customers ownership and a unique download key for your uploaded files. itch.io
• Key distribution: you can generate individual or bulk download keys, label them, track usage, and revoke individual keys. itch.io
• External game keys: you can also attach external keys—such as Steam keys—to purchases. itch.io
• Digital downloads: host Windows/macOS/Linux builds directly, with buyers receiving future updates through their purchase. itch.io
• No mandatory DRM: itch.io doesn't modify the files you upload or impose its own DRM. itch.io

One important distinction

If by "license distribution" you mean selling a generic software license key that your game validates, rather than distributing access/download keys, itch.io isn't really a full license-management system. It's excellent for game ownership, downloads, Steam keys, press keys, and beta keys, but you'd likely need your own licensing backend for custom activation/DRM.

My recommendation: use itch.io if you're an indie developer and want the cheapest, simplest storefront. If you specifically need custom license-key generation/activation, I can compare itch.io against Lemon Squeezy, Gumroad, Payhip, and a few game-specific storefronts based on fees and key-management features.

For an indie developer selling downloadable builds plus license keys, my top budget-friendly pick is itch.io.

Best options

• itch.io — Best overall for indie games

• Free to create a storefront.
• You choose itch.io's revenue share, from 0% to 100%; the default is 10%, plus payment-processing fees. itch.io
• Hosts your actual game downloads, so customers get DRM-free builds directly from the store. itch.io itch.io
• Automatically gives purchasers download keys/ownership, and you can generate individual or bulk keys for press, giveaways, backers, etc. itch.io
• Can also distribute Steam keys as an additional access option. itch.io
• Excellent for demos, early access, sales, bundles, and pay-what-you-want pricing. itch.io itch.io
• Gumroad — Worth considering if you want a more generic digital-product storefront and don't particularly need a game-focused marketplace. Its advantage is simplicity, but I'd favor itch.io for a game because the download/ownership/key workflow is much more game-oriented.
• Lemon Squeezy — Better if you're building a polished direct-to-consumer storefront around your own website and need things like software licensing and automated checkout/tax handling. It's less of an indie-game discovery marketplace than itch.io.

What I'd choose

If you're one indie dev with a relatively small budget, I'd start with itch.io. You can essentially make it your primary storefront:

Your website → itch.io product page → payment → unique ownership/download access → downloadable game + optional Steam key

That gives you both license distribution and file delivery without having to build the infrastructure yourself. itch.io also lets you revoke individual generated keys and track their usage, which is handy for review copies and promotions. itch.io

If you tell me whether you mean Steam keys, your own serial/license system, or simply protected downloads, I can narrow this down to the cheapest 2–3 options and compare their actual fees.

For an indie game, itch.io would be my first pick if your priorities are low cost + straightforward license/download distribution.

Best budget options

• itch.io — Best overall for indie games

• Upload your Windows/macOS/Linux builds and sell them directly.
• Every purchase generates a unique download key/page that gives the customer ongoing access to their purchase. itch.io itch.io
• You can also distribute Steam keys alongside the downloadable game. itch.io
• Very creator-friendly pricing: itch.io uses open revenue sharing, meaning you choose how much of the sale goes to itch.io (including 0%), with payment-processor fees still applying. itch.io
• No DRM is imposed on your uploaded game files. itch.io
• Built-in marketplace/discovery is a major advantage for an unknown indie developer. itch.io

itch.io

• Lemon Squeezy — Better for a polished standalone store

• Worth considering if you want your own branded checkout/store rather than primarily using a game marketplace.
• Particularly attractive if you want license-key management and digital-product sales handled as part of the commerce platform.
• The tradeoff is generally higher per-sale costs than itch.io's flexible revenue-share model.
• Gumroad — Simple, but less game-specific

• Very easy for selling downloadable builds, bonus content, soundtracks, etc.
• I'd choose it if you're selling several kinds of digital products rather than primarily games.
• For a game-centric business, itch.io's download-key and Steam-key tooling is a better fit.

My recommendation

Start with itch.io. You can essentially get:

Your game → itch.io checkout → unique purchase/download access → future updates + optional Steam key

without having to build your own licensing backend. It also lets you generate individual or bulk download keys for press copies, backers, giveaways, and other distribution needs. itch.io

If you're specifically looking for a storefront on your own domain with software-style license activation (e.g. customer buys once, receives a serial/license key, and your game validates that key), I'd lean toward Lemon Squeezy or another dedicated licensing platform rather than itch.io.

If you tell me your game price (e.g. $5/$15/$25), whether you sell Steam keys, and whether you need DRM/license activation, I can compare the cheapest 3–5 options by actual fees and payout economics.

For an indie game developer selling downloadable builds plus license/game keys, I’d shortlist these:

• lemonsqueezy.com — best overall for licensing. No monthly fee; the standard fee is 5% + $0.50 per transaction. It supports secure digital downloads, automatically generated license keys, activation limits, license expiration, revocation/re-issuing, and an API for validating licenses. It also handles sales-tax compliance as part of its Merchant of Record model. LemonSqueezy Lemon Squeezy Docs Lemon Squeezy Docs

Best if: you want your own storefront/checkout and your game has an actual licensing system.

• itch.io — best for indie-game discovery and very low upfront cost. You can host your builds, sell them directly, offer pay-what-you-want pricing, and generate/revoke download keys. It also supports external keys such as Steam keys, although itch.io expects the game to have directly downloadable files rather than functioning purely as a Steam-key storefront. itch.io itch.io

Best if: you want a game-focused storefront and community/discovery in addition to sales.

• gumroad.com — simplest general-purpose alternative. It has no monthly fee and supports downloadable products and software license keys, including multi-seat licenses and license verification. Direct sales currently cost 10% + $0.50, making it noticeably more expensive than Lemon Squeezy at scale. gumroad.com gumroad.com

Best if: you want something extremely quick to set up and don't need game-specific features.

My pick

Lemon Squeezy is probably the sweet spot for your use case. At, say, a $15 game, its base fee is about $1.25, versus $2.00 on Gumroad before other applicable fees. More importantly, you get first-class license management rather than having to bolt it onto a generic download store.

If your priority is “I want Steam-like game-key sales + downloadable builds + an indie community/storefront,” I'd lean itch.io instead.

A particularly good setup could be itch.io for discovery + Lemon Squeezy for your own website/direct sales, if you eventually want both audiences.

For an indie game where you want to sell downloadable builds + license keys, I’d shortlist these:

🥇 My pick: itch.io

If you're budget-conscious and primarily selling games, itch.io is hard to beat. You can upload and host your builds for free, customize your game page, and distribute download keys. itch.io itch.io

Its revenue sharing is configurable—you can set itch.io's share anywhere from 0% to 100%, rather than being locked into a fixed marketplace cut. itch.io itch.io

The main drawback is that its licensing is more oriented around controlling access to downloads than providing a sophisticated software-license system.

🥈 Best if you need real license management: Lemon Squeezy

For a game that needs an actual activation/license system, I'd choose Lemon Squeezy. It has automatic license-key generation, activation limits, license expiration, deactivation/re-issue, and an API for validating keys. Lemon Squeezy Docs Lemon Squeezy Docs

It also securely delivers digital downloads and has no monthly ecommerce fee. Its standard pricing is 5% + $0.50 per transaction, with some additional fees possible for international/PayPal transactions. Lemon Squeezy Lemon Squeezy Docs

It additionally acts as the merchant of record, handling sales-tax/VAT collection and related liability, which can be a big advantage for a solo developer. Lemon Squeezy

What I'd do

• Tiny/early indie game: start with itch.io.
• Commercial game with your own website: Lemon Squeezy.
• Need Steam keys specifically: that's a different requirement—you'll want a storefront/distribution setup that can integrate with Steam's key system rather than merely generating its own license codes.

If you tell me your game price (e.g. $5/$15/$30), expected monthly sales, and whether you need Steam keys, I can compare the actual fees and recommend the cheapest setup.

If you're budget-conscious and primarily selling games, itch.io is hard to beat. You can upload and host your builds for free, customize your game page, and distribute download keys. itch.io itch.io

Its revenue sharing is configurable—you can set itch.io's share anywhere from 0% to 100%, rather than being locked into a fixed marketplace cut. itch.io itch.io

The main drawback is that its licensing is more oriented around controlling access to downloads than providing a sophisticated software-license system.

🥈 Best if you need real license management: Lemon Squeezy

For a game that needs an actual activation/license system, I'd choose Lemon Squeezy. It has automatic license-key generation, activation limits, license expiration, deactivation/re-issue, and an API for validating keys. docs.lemonsqueezy.com docs.lemonsqueezy.com

It also securely delivers digital downloads and has no monthly ecommerce fee. Its standard pricing is 5% + $0.50 per transaction, with some additional fees possible for international/PayPal transactions.

It additionally acts as the merchant of record, handling sales-tax/VAT collection and related liability, which can be a big advantage for a solo developer.

For an indie game developer selling game downloads plus license/activation keys, I’d shortlist these:

My pick: Lemon Squeezy

For your particular use case, Lemon Squeezy is probably the strongest budget option. There’s no monthly ecommerce fee, and the standard platform fee is 5% + $0.50 per transaction. More importantly, it has built-in license-key generation, activation limits, license expiration, revocation, and an API. LemonSqueezy Lemon Squeezy Docs Lemon Squeezy Docs

You can also attach downloadable files to products and create different variants—for example:

• $10 — Standard edition, 1 activation
• $15 — Deluxe edition, 3 activations
• $20 — Supporter edition + soundtrack

The hosted storefront can be used without building your own ecommerce backend. Lemon Squeezy Docs LemonSqueezy

If you're primarily selling indie games: itch.io

itch.io is especially attractive if discovery/community matters. You can set its revenue share yourself, including 0%, while still paying the underlying payment-processing fees. itch.io itch.io

It also supports downloadable files and generates download keys, including bulk keys for promotions/press. itch.io

The catch is that itch.io's licensing is more oriented toward access to downloadable game files than sophisticated software-license activation. If your game itself needs to call an API such as activate(key) and enforce a 1-PC/3-PC limit, Lemon Squeezy is the better fit.

What I'd do

If you're making a normal indie PC/Mac game: start with itch.io + Lemon Squeezy.

• itch.io → community/discovery, direct game downloads, demos, bundles
• Lemon Squeezy → your own storefront, paid licenses, activation limits, and license API

If you want only one platform, I'd choose Lemon Squeezy if license enforcement is important, or itch.io if keeping costs extremely low and reaching indie-game buyers is the priority.

One caveat: if by “game keys” you specifically mean Steam keys, rather than keys that your own game validates, the recommendation changes somewhat.

What I'd do

If you're making a normal indie PC/Mac game: start with itch.io + Lemon Squeezy.

• itch.io → community/discovery, direct game downloads, demos, bundles
• Lemon Squeezy → your own storefront, paid licenses, activation limits, and license API

If you want only one platform, I'd choose Lemon Squeezy if license enforcement is important, or itch.io if keeping costs extremely low and reaching indie-game buyers is the priority.

One caveat: if by “game keys” you specifically mean Steam keys, rather than keys that your own game validates, the recommendation changes somewhat.

For an indie game developer selling downloads plus license/activation keys, I’d shortlist these:

My pick: Lemon Squeezy

For a commercial game where you specifically need license distribution, Lemon Squeezy is probably the strongest budget choice. It has no monthly ecommerce fee, charges 5% + $0.50 per transaction, and can automatically generate unique license keys. You can also set license duration and activation limits and use its licensing API. LemonSqueezy Lemon Squeezy Docs

It also handles digital downloads, checkout, coupons, and sales tax/VAT as a merchant of record, which can save an indie developer considerable administrative work. LemonSqueezy

When I'd choose itch.io instead

If your priority is being an indie game storefront rather than building your own commercial checkout, itch.io is hard to beat. You can sell downloadable builds, generate individual or bulk download keys, and distribute external keys such as Steam keys. Its revenue share is configurable, including 0%. itch.io itch.io

The catch is that itch.io's native keys are primarily access/download keys, rather than the kind of in-game license-validation system Lemon Squeezy provides.

Gumroad

Gumroad is another easy option and has actual software license-key functionality, including verification and multi-seat licenses. Gumroad However, its standard direct-sale fee is 10% + $0.50, making it substantially more expensive than Lemon Squeezy at the same sales volume. Gumroad

Bottom line:

• 🎮 Indie-first storefront/community: itch.io
• 🔑 Game + proper license activation: Lemon Squeezy
• 🛒 Simplest generic digital store: Gumroad

If you tell me whether your game is DRM-free, Steam-distributed, or has its own launcher, I can recommend the best setup for distributing Steam keys + standalone downloads + license activation.

For a commercial game where you specifically need license distribution, Lemon Squeezy is probably the strongest budget choice. It has no monthly ecommerce fee, charges 5% + $0.50 per transaction, and can automatically generate unique license keys. You can also set license duration and activation limits and use its licensing API. LemonSqueezy Lemon Squeezy Docs

It also handles digital downloads, checkout, coupons, and sales tax/VAT as a merchant of record, which can save an indie developer considerable administrative work. LemonSqueezy

When I'd choose itch.io instead

If your priority is being an indie game storefront rather than building your own commercial checkout, itch.io is hard to beat. You can sell downloadable builds, generate individual or bulk download keys, and distribute external keys such as Steam keys. Its revenue share is configurable, including 0%. itch.io itch.io

The catch is that itch.io's native keys are primarily access/download keys, rather than the kind of in-game license-validation system Lemon Squeezy provides.

Gumroad

Gumroad is another easy option and has actual software license-key functionality, including verification and multi-seat licenses. gumroad.com However, its standard direct-sale fee is 10% + $0.50, making it substantially more expensive than Lemon Squeezy at the same sales volume.

Bottom line:

For an indie game developer selling game downloads plus license/activation keys, I’d shortlist these:

1. lemonsqueezy.com — best overall

• $0/month, with a 5% + $0.50 transaction fee. LemonSqueezy
• Built-in license-key generation, activation limits, expiration, and a licensing API. Lemon Squeezy Docs Lemon Squeezy Docs
• Handles digital downloads with secure download links. LemonSqueezy
• Also acts as a merchant of record, handling sales tax/VAT, which is particularly convenient for a solo developer. LemonSqueezy
• My pick if you have your own game website and want a professional checkout + licensing system without building the commerce backend.
• itch.io — cheapest / most indie-friendly

• No monthly fee and you choose itch.io's revenue share percentage; its default example uses 10%. itch.io itch.io
• Hosts your game files and handles downloads for you.
• Supports download keys, including bulk keys you can distribute to reviewers, backers, etc. itch.io
• Excellent if you want an actual indie-game storefront and discovery marketplace, rather than just payment infrastructure.
• The catch: its keys are primarily download/access keys, not the same sort of in-game activation/licensing system as Lemon Squeezy.
• gumroad.com — easiest setup

• No monthly fee, but direct sales cost 10% + $0.50; marketplace/discovery sales are 30%. Gumroad
• Supports actual software license keys, including multi-seat licenses and API-based verification/revocation. Gumroad
• Customers automatically receive download links and license keys in their receipt when applicable. Gumroad
• Simpler than Lemon Squeezy, but noticeably more expensive per sale.

What I'd choose

For a new indie game, I'd probably use Lemon Squeezy as the direct-sales storefront and itch.io as the indie/discovery storefront. Lemon Squeezy is particularly attractive if your game has its own launcher or needs to validate a license key, because its licensing system is designed for exactly that. Lemon Squeezy Docs

If you tell me your game price (e.g. $5/$15/$25), expected monthly sales, and whether you need Steam keys, I can compare the actual fees and recommend the cheapest setup.

For an indie developer selling downloadable games plus license/Steam keys, my top budget-friendly pick is itch.io.

Best budget option: itch.io

• Very low platform cost: you choose itch.io's revenue share, from 0% to 100%; the default is 10%, plus payment-processing fees. itch.io
• Built-in game downloads: upload your Windows/macOS/Linux builds directly, with buyers receiving persistent ownership/download access. itch.io itch.io
• License/key distribution: you can generate individual or bulk download keys, revoke keys, and track key usage. itch.io
• Steam keys: you can attach external keys such as Steam keys and make them available to qualifying purchasers. itch.io itch.io
• Promos and bundles: built-in sales, coupons, bundles, and analytics make it practical for a small studio without stitching together multiple services. itch.io
• DRM-free: itch.io doesn't modify the files you upload, which is particularly well suited to indie games. itch.io

itch.io

My recommendation

If you're starting small and want the least overhead, I'd do:

itch.io → direct game downloads + optional Steam keys

It's especially attractive if you want to sell DRM-free builds while giving customers a Steam redemption option. The main caveat is that itch.io expects your storefront to offer the game itself—not merely function as a Steam-key reseller. itch.io

If you want, I can also compare itch.io vs Gumroad vs Lemon Squeezy vs SellNow/Payhip specifically on fees, VAT/sales-tax handling, Steam-key delivery, custom domains, and checkout customization.

For a solo indie dev or small studio, I’d prioritize low monthly cost, automatic file delivery, license/key handling, and the ability to sell direct. These are the strongest budget-friendly options:

My recommendations by situation

Best overall for an indie game: itch.io

Use this if you want the simplest path:

• Upload Windows/Mac/Linux builds
• Sell downloads directly
• Generate keys for press, testers, bundles, and giveaways
• Maintain a game page without building a storefront

Itch.io’s download-key system is particularly useful because buyers receive ownership access after purchase, and you can generate bulk keys for promotions. itch.io

A common indie setup:

• itch.io → direct sales + community discovery
• Steam → larger audience later
• itch.io distributes Steam keys as an extra benefit if you configure it that way itch.io

Best if you already have an audience: Gumroad

If you sell through:

• your website
• YouTube
• Discord
• newsletters
• social media

Gumroad is very lightweight. It can issue license keys and provides an API so your game launcher or app can verify licenses. Gumroad

Good fit for:

• small premium games
• tools made with Unity/Godot/Unreal
• DRM-light licensing

Best “professional store” feel: Lemon Squeezy or SendOwl

These are better when you want:

• branded checkout
• tax/VAT handling
• bundles
• customer management
• selling more than just one game

They’re less game-community focused than itch.io, though.

What I’d avoid initially

• Building your own licensing server before you have sales volume
• Heavy DRM systems (they add support headaches)
• Paying a monthly storefront fee before you have recurring revenue

A practical low-budget stack

For a first commercial indie game:

1. itch.io for your main download store
2. Steam later for reach
3. Discord + mailing list for customer ownership
4. Optional: Gumroad for selling soundtrack, artbook, supporter editions, or a DRM-free backup build

If you need actual in-game license validation (for example, preventing unauthorized launches), I’d lean toward Gumroad or a custom license layer rather than relying only on download links. Gumroad

For an indie game where you want to sell downloads and distribute license/game keys, I’d shortlist these:

🥇 My pick: Lemon Squeezy

If you're selling from your own website, Lemon Squeezy is probably the strongest fit. It has no monthly ecommerce fee, charges 5% + $0.50 per transaction, automatically generates license keys, supports activation limits and license expiration, and provides secure digital-download links. LemonSqueezy Lemon Squeezy Docs

That's particularly useful if your game has a launcher or your own licensing system: a purchase can automatically produce a key, and your game can validate that key through Lemon Squeezy's licensing API.

lemonsqueezy.com

🎮 Best if you're specifically targeting indie gamers: itch.io

itch.io is hard to beat for an indie game. You can upload the actual game, sell it directly, generate individual or bulk download keys, and even distribute Steam keys to purchasers. itch.io itch.io

The important distinction is that itch.io's "keys" are primarily ownership/download keys, rather than the sort of in-game license-validation system you'd build with Lemon Squeezy or Gumroad. itch.io

💰 Gumroad

Gumroad is another easy option and explicitly supports software license keys, including an API for verifying, managing, and revoking licenses. Gumroad

However, at 10% + $0.50 per direct sale, it's substantially more expensive than Lemon Squeezy for a growing game. Gumroad

What I'd choose

• Selling on your own site + need real software licensing: Lemon Squeezy
• Want a game page, community/discovery, downloads, and Steam keys: itch.io
• Want the simplest possible digital-product store: Gumroad
• Best hybrid: Sell the game on itch.io + Steam, while using Lemon Squeezy for direct sales/license management on your own website.

If your game is, say, $10–$30 and you're expecting hundreds/thousands of sales, Lemon Squeezy is especially attractive because there's no monthly storefront fee and the licensing/download infrastructure is already built in. LemonSqueezy

If you're selling from your own website, Lemon Squeezy is probably the strongest fit. It has no monthly ecommerce fee, charges 5% + $0.50 per transaction, automatically generates license keys, supports activation limits and license expiration, and provides secure digital-download links. LemonSqueezy Lemon Squeezy Docs

That's particularly useful if your game has a launcher or your own licensing system: a purchase can automatically produce a key, and your game can validate that key through Lemon Squeezy's licensing API.

lemonsqueezy.com

🎮 Best if you're specifically targeting indie gamers: itch.io

itch.io is hard to beat for an indie game. You can upload the actual game, sell it directly, generate individual or bulk download keys, and even distribute Steam keys to purchasers. itch.io itch.io

The important distinction is that itch.io's "keys" are primarily ownership/download keys, rather than the sort of in-game license-validation system you'd build with Lemon Squeezy or Gumroad.

💰 Gumroad

Gumroad is another easy option and explicitly supports software license keys, including an API for verifying, managing, and revoking licenses.

For an indie game where you want to sell downloads plus license/activation keys, I’d shortlist these:

1. lemonsqueezy.com — best overall for license distribution

My top pick if you’re selling from your own site.

• $0/month; currently 5% + $0.50 per transaction. LemonSqueezy Lemon Squeezy Docs
• Hosts digital downloads and delivers them after purchase. LemonSqueezy
• Automatically generates unique license keys, with configurable license duration and activation limits. Lemon Squeezy Docs
• Has an API/webhooks if you want your game launcher to validate licenses against your backend. Lemon Squeezy Docs
• Also handles sales tax/VAT as a merchant of record, which can save a solo developer a lot of administrative work. LemonSqueezy

Downside: the 5% + $0.50 fee can be relatively expensive on very cheap games.

2. itch.io — cheapest/easiest for indie games

If you want an actual game storefront and community, itch.io is hard to beat.

• Free to upload and host games. itch.io itch.io
• You choose itch.io's revenue share, from 0%–100%; the default is 10%. Payment processing is additional. itch.io
• Customers get download keys, and you can generate individual or bulk keys for press, giveaways, etc. itch.io
• Can distribute external keys such as Steam keys to eligible purchasers. itch.io
• Has built-in game pages, discovery, sales, bundles, analytics, and hosting. itch.io

Important distinction: itch.io's "keys" are primarily ownership/download keys, rather than the kind of software-license activation system Lemon Squeezy provides. If your game itself needs to verify LICENSE-XXXX-XXXX and enforce activation limits, Lemon Squeezy is the better fit.

What I'd choose

For a solo indie dev, I'd actually consider using both: put the game on itch.io for discovery/community, while using Lemon Squeezy for direct sales from your own website when you need proper software licensing. That gives you a game marketplace and a more conventional license-management system without having to build the ecommerce infrastructure yourself. itch.io Lemon Squeezy Docs

If you tell me your game price (e.g. $5/$10/$20) and whether you need Steam keys, DRM, or activation limits, I can narrow it down to the cheapest setup.

For an indie game where you want to sell downloadable builds + license keys, I’d shortlist these:

• lemonsqueezy.com — best overall for software-style licensing. It’s free to start, with 5% + $0.50 per transaction and no monthly ecommerce fee. It can host digital downloads, automatically issue license keys, set activation limits/license durations, and provides a License API if your game needs to validate keys. LemonSqueezy LemonSqueezy Lemon Squeezy Docs
• itch.io — cheapest/easiest for indie games. There’s no upfront cost, you upload and host your game directly, and you can choose itch.io's revenue-share percentage—even 0%. It also supports downloadable games and generating download keys. itch.io itch.io itch.io
• Lemon Squeezy + itch.io together is actually a strong setup: use itch.io as your community/discovery storefront, while Lemon Squeezy handles direct sales, licensing, and your own branded checkout.

My pick

If your game is a normal downloadable PC/Mac/Linux title and you specifically mean actual software license keys, I'd choose Lemon Squeezy. The automatic key generation, activation limits, downloadable-file hosting, API, and $0/month pricing make it unusually good for a small developer. LemonSqueezy Lemon Squeezy Docs

If you mainly want “put my indie game up and start selling it with almost zero overhead,” choose itch.io.

One caveat: if by “game keys” you mean Steam keys, rather than license keys for your own launcher/game, that's a different requirement and I'd recommend a different setup.

For an indie game dev selling downloadable builds + license/activation keys, my first pick is itch.io.

Best budget option: itch.io

itch.io

• Very low upfront cost: creating a storefront and hosting your game is free. You choose itch.io's revenue share, including the ability to set it to 0%. itch.io itch.io
• Direct downloads: upload Windows/macOS/Linux builds and buyers get a persistent download page. Updates can automatically become available to existing purchasers. itch.io itch.io
• License/key distribution: itch.io generates unique download keys and can also distribute external keys such as Steam keys with purchases. itch.io itch.io
• Bulk keys: useful for press copies, Kickstarter/backer rewards, giveaways, or selling a batch of keys elsewhere. Keys can be labeled and revoked. itch.io
• No custom backend required: itch.io handles hosting, checkout, download access, and purchase management. itch.io

One caveat: if by "license distribution" you mean your own DRM/license-server system—for example, your game contacts your server and validates a unique license code—itch.io's built-in keys aren't really that. They're primarily access/download keys. You'd need a separate licensing service or your own backend.

How I'd choose

For a small indie studio, I'd start with itch.io rather than paying for a dedicated storefront. You can put your game files there, sell directly, issue keys, and later add Steam or a custom licensing system as your sales volume justifies it. itch.io itch.io

If you tell me whether you need Steam keys, your own activation keys, or both, I can narrow this down to 2–3 storefronts and compare their fees.

For a small indie game, I’d prioritize low upfront cost, easy file delivery, license/key management, and not locking you into a big platform cut. These are the strongest budget-friendly options:

My top picks

1. itch.io — best starting point for most indie games
itch.io

This is probably where I’d start for a first commercial release. It handles:

• game file hosting
• payments
• buyer access pages
• downloadable ownership keys
• bulk keys for press, giveaways, Kickstarter backers, etc. itch.ioitch.io

It also supports giving buyers external keys (such as Steam keys) alongside the itch.io purchase flow. itch.ioitch.io

Good fit: $5–30 indie games, demos, game jams, early access, DRM-free releases.

2. Lemon Squeezy — best if you want your own storefront feel
Lemon Squeezy

Good if you want:

• a cleaner “buy directly from the developer” experience
• your own marketing funnel
• customer emails
• license-key style products

It feels more like selling software than publishing on a game marketplace.

3. Gumroad — easiest “put a buy button on my site” option
Gumroad

Good for:

• small games
• soundtracks
• art books
• bundles
• supporter editions

For actual license enforcement, you may need a separate licensing layer rather than relying only on Gumroad.

A practical indie setup I’d recommend

Early stage:

• itch.io for the main game sale
• Discord/community links
• mailing list signup

After traction:

• Steam release for reach
• itch.io for DRM-free/direct fans
• your own website pointing to whichever checkout gives you the best margin

A lot of indie developers avoid building a custom licensing system too early because the operational overhead (password resets, lost keys, refunds, fraud, updates) can become a distraction.

If your game is DRM-free, Windows/Mac/Linux, and you mainly need “buyer pays → receives download + optional Steam key,” itch.io is hard to beat on budget. itch.ioitch.io If you need activation codes, device limits, or account-based licensing, I’d lean toward a software-focused storefront or a custom licensing service.

For an indie developer selling game downloads + license/access keys, I’d look at these options:

Best budget-friendly picks

1. itch.io — best overall for small indies

itch.io

Best for: solo devs, game jams, first commercial releases, DRM-free games.

Pros:

• Free to set up and upload games. itch.io
• Built-in checkout, file hosting, sales, bundles, and analytics. itch.io
• Supports download keys for press copies, backers, giveaways, etc. itch.io
• Can distribute external keys (such as Steam keys) alongside your own downloads. itch.io
• Lets you choose the revenue share you give itch.io. itch.io

Cons:

• Less “professional storefront” feel than a custom shop.
• Licensing is mostly ownership/download access rather than a full DRM-style activation system.

My default recommendation for a first indie game: start here.

2. gumroad.com — easiest “sell a file + key” setup

Best for: small paid downloads, tools, soundtrack bundles, demos, bonus content.

Pros:

• Very quick storefront setup.
• Handles payments and digital delivery.
• Works well if you already have an audience (Discord, YouTube, newsletter).

Cons:

• More of a digital product store than a game storefront.
• You may need an extra licensing layer if you want true activation, seat limits, or automatic updates.

3. sellnow.io / similar direct-download carts — more control

Best for: developers who want their own website checkout.

Pros:

• Your branding and customer relationship.
• Can combine with your own launcher, patcher, or license server.
• Better if you plan to sell multiple games.

Cons:

• More setup and maintenance.
• You become responsible for more of the support workflow.

4. lemonsqueezy.com — good if you want a polished merchant system

Best for: studios selling globally and wanting tax/payment handling.

Pros:

• Handles checkout complexity.
• Good customer experience.
• Works well for software-like products.

Cons:

• Usually more than you need for a first small game release.

If you need actual license keys (activation codes)

Decide what you mean by “license”:

• Simple ownership key / download entitlement: itch.io is usually enough. itch.io
• Unique serial keys for a launcher: use a storefront plus a licensing service or your own backend.
• Steam-style keys: use Steam as the license authority and let your other store distribute Steam keys where appropriate. itch.io supports external keys. itch.io

My suggested setup for a budget indie dev

Early release:

• itch.io → main storefront + downloads + keys
• Steam → optional second channel later
• Discord/newsletter → community ownership

Growing studio:

• Your own website → marketing hub
• itch.io/Gumroad → direct sales
• Steam → discovery
• License server → if you need activation, accounts, or a launcher

For most solo indie developers, I’d start with itch.io and only add a custom storefront once sales volume justifies the extra maintenance. itch.io itch.io

For an indie game dev selling game keys + downloadable builds, I’d prioritize low fees, easy setup, and a decent license/key workflow. These are the strongest budget-friendly options:

My top recommendation: itch.io

For a solo dev or small studio, itch.io is usually the best starting point:

• Upload builds directly (Windows/macOS/Linux, browser games, etc.). itch.io
• Sell paid downloads or pay-what-you-want. itch.io
• Buyers receive unique download access keys. itch.io
• Generate bulk keys for press, giveaways, Kickstarter backers, testers, or bundles. itch.io
• Optionally attach Steam keys to purchases. itch.io

A common indie setup is:

1. itch.io → main DRM-free storefront + community discovery
2. Steam → larger audience and achievements/workshop features
3. Your own website → newsletter capture and direct fan relationship

If you want your own branded store

Use a checkout provider and keep the customer relationship yourself:

• Gumroad — easiest: upload game, create product page, sell.
• Lemon Squeezy — better if you need more software-style licensing, taxes, and a polished checkout.
• A custom store (Shopify/WooCommerce + license plugin) — best long term, but more maintenance.

What I’d pick by situation

• First commercial indie game: itch.io
• Free demo + paid full game: itch.io + Steam
• You already have an audience (Discord, YouTube, mailing list): Lemon Squeezy or Gumroad
• Need actual activation/licensing (seat limits, account login, anti-sharing): use a licensing service or custom backend rather than relying only on storefront keys

One thing to watch: “license keys” can mean two different things:

• Ownership/download keys (buyer gets access to files) — itch.io handles this well. itch.io
• In-game activation keys (game phones home and verifies ownership) — usually requires a separate licensing system.

For a typical indie PC game, I’d start with itch.io and only add a more complex licensing layer if piracy, subscriptions, or enterprise-style licensing becomes a real issue.

For an indie game developer, my top budget-friendly pick is itch.io.

Why itch.io fits well

• Free to start: itch.io charges no upfront subscription fee. You choose its revenue-share percentage, including the option to set it to 0%. itch.ioitch.io
• Digital downloads built in: Upload Windows/Linux/macOS builds directly, with buyers receiving a persistent download page. Future updates automatically become available to purchasers. itch.io
• License/key distribution: Every purchase generates a unique download key. You can also generate individual or bulk keys for press, backers, giveaways, etc. itch.ioitch.io
• Steam keys: You can stock Steam keys and let eligible itch.io purchasers claim one from their purchase page. itch.io
• No DRM required: itch.io distributes the files exactly as you upload them. itch.ioitch.io
• Good indie-game features: Sales, bundles, early access, preorders, demos, and an embeddable purchase widget are supported. itch.ioitch.io

How I'd choose

My recommendation: Start with itch.io unless you specifically need your own branded storefront and sophisticated license management. It gives you hosting, checkout, delivery, updates, download keys, and optional Steam-key fulfillment without requiring you to build the infrastructure yourself. itch.ioitch.io

If you tell me whether you're selling DRM-free downloads, Steam keys, or both, I can narrow it down to the best 2–3 options and compare their current fees.

For an indie game where you want both downloadable builds and license/key distribution, I’d shortlist these:

🥇 My recommendation: itch.io

itch.io for developers is particularly well suited to indie games. You can upload builds for free, sell directly, create custom game pages, and generate individual or bulk download keys. itch.io

It also supports external keys such as Steam keys. A buyer can purchase your game on itch.io and then claim an available Steam key, while still retaining access to your downloadable itch.io build. itch.io

That's a very nice setup if your distribution is:

Your game → itch.io checkout → downloadable build + optional Steam key

🥈 Gumroad

Gumroad is attractive if you already have a website/audience and want a straightforward "Buy" button. It currently charges 10% + $0.50 on direct/profile sales and has no monthly fee. gumroad.com

More importantly for you, Gumroad explicitly supports license-key generation, and its receipts can contain the customer's license key alongside the download link. gumroad.com

I'd choose it over itch.io if your game has its own licensing/activation system rather than primarily relying on Steam/itch ownership.

🥉 Lemon Squeezy

Lemon Squeezy is worth considering if you're treating the game more like software: license activation, deactivation, re-issuing keys, different license tiers, etc. It can automatically issue license keys after purchases and provides license-management controls. www.lemonsqueezy.com

Bottom line:

• Cheapest + most game-native: itch.io
• Simple direct-to-consumer store + license keys: Gumroad
• Sophisticated software licensing: Lemon Squeezy

If you're planning to sell both DRM-free downloads and Steam keys, I'd start with itch.io. It gives you the most game-specific functionality without requiring you to build much infrastructure.

For an indie game developer selling downloadable builds + license/game keys, I’d shortlist these:

My pick

If your priority is absolute budget + selling indie games: go with itch.io. It handles hosting, checkout, game downloads, ownership, and downloadable keys, and you can also distribute Steam keys as external keys. itch.io

If you want a professional standalone storefront on your own domain: I'd choose Lemon Squeezy. It's particularly strong if your "key" is a license that your game actually validates, because it can automatically issue unique keys and supports activation limits and a licensing API. itch.iowww.lemonsqueezy.comwww.lemonsqueezy.com

A useful setup is Lemon Squeezy for your main store + itch.io for discovery/community, rather than trying to make one platform do everything.

If by "game keys" you specifically mean Steam keys, rather than licenses generated by your own game, I'd lean itch.io.

For an indie game developer selling downloadable builds plus license/key-based access, I’d shortlist these:

🥇 My pick: Lemon Squeezy

It’s probably the strongest fit if license distribution is a core requirement. It has no monthly fee, supports digital downloads, and can automatically generate unique license keys after purchase. You can also configure license duration and activation limits and manage/revoke keys through its API. www.lemonsqueezy.com

It also acts as a Merchant of Record, handling sales-tax obligations, which can be a significant advantage for a small developer selling internationally. www.lemonsqueezy.com

🕹️ Best if you want an actual indie-game storefront: itch.io

itch.io is particularly attractive if you want discovery/community around the game rather than merely a checkout page. It hosts your game files and lets customers download them directly. You can also generate individual or bulk download keys, with revocation and usage tracking. itch.ioitch.io

One limitation: itch.io prefers the game itself to be downloadable from itch.io when you're also distributing external keys, rather than functioning purely as a Steam-key shop. itch.ioitch.io

💰 Gumroad

Gumroad is easy to set up and explicitly supports software license keys, including verification through its API. gumroad.com

The downside is price: direct sales are currently 10% + $0.50, with an additional processing fee structure, so it becomes noticeably more expensive than Lemon Squeezy as your sales volume grows. gumroad.com

Bottom line:

• Lemon Squeezy → best if you need proper software licensing + downloads + tax handling.
• itch.io → best if community, discovery, and indie-game presentation matter most.
• Gumroad → best if you want the simplest possible setup and don't mind higher fees.

If you're specifically selling Steam keys, rather than keys for your own game's launcher/license system, I'd choose a somewhat different setup.

For an indie developer selling your own game downloads plus license/access keys, I’d look at these options first:

My picks by situation

Solo dev, first commercial game
→ itch.io
You can upload builds, sell directly, issue download keys, run sales/bundles, and avoid building your own commerce system. itch.io

You want “buy → receive key → activate in your launcher/game”
→ Lemon Squeezy or a similar software-focused storefront. Better if your game has its own launcher, DLC system, subscriptions, or account system.

You already have a website and want a branded store
→ Use your own site with a digital checkout provider plus a license management service. This gives you customer ownership and avoids being tied to a marketplace.

You need Steam keys too
A common setup is:

• Steam for the main PC audience
• itch.io for direct sales, demos, bundles, and community
• Your own store for higher-margin supporters

itch.io supports external keys as an additional access option for buyers who own your project. itch.ioitch.io

What I would avoid for a small indie

• Building a custom storefront before you have sales volume
• Key-reseller marketplaces (you usually want direct relationships with your buyers)
• Paying enterprise licensing platforms before you need advanced fraud controls

A practical starter stack:

1. itch.io for launch + community
2. Stripe/PayPal checkout on your site later
3. Add a license server only when you need DRM, launcher accounts, or entitlement management

If you tell me your game type (Steam key only vs standalone download, DRM/no DRM, Unity/Godot/Unreal, expected sales volume), I can narrow this down.

For an indie game where you want to sell downloadable builds + license/key distribution, I’d shortlist these:

My recommendation: Lemon Squeezy

If you're primarily selling your own game from your website, I'd pick Lemon Squeezy. It has no monthly ecommerce fee and currently charges 5% + $0.50 per transaction. More importantly, license keys are a first-class feature: you can automatically generate unique keys, specify activation limits and license duration, deactivate/reissue keys, and use its licensing API/webhooks. www.lemonsqueezy.com

It also handles digital downloads with signed download links and acts as a merchant of record, handling sales-tax/VAT collection and related obligations. www.lemonsqueezy.com

That's particularly attractive if your game is something like:

Buy → receive game download → receive license key → game contacts your API/Lemon Squeezy to validate activation.

Lemon Squeezy licensing documentation

When I'd choose itch.io instead

If you want to be part of the indie-game ecosystem, itch.io is arguably the better fit. You can host the actual game files, sell them directly, generate individual/bulk download keys, and distribute external keys such as Steam keys alongside the itch.io download. itch.io

The important distinction is that itch.io's "keys" are primarily about granting access to downloads/external keys, whereas Lemon Squeezy and Gumroad are better suited if you need an actual software license/activation system inside your game. www.lemonsqueezy.comgumroad.com

Gumroad

Gumroad is a reasonable middle ground if you want something extremely straightforward. Its license-key system is specifically intended for software and supports verification through an API, including authorization/revocation and multi-seat licenses. gumroad.com

Bottom line:

• 🎮 Indie audience + Steam keys: itch.io
• 🔑 Actual in-game licensing/activation: Lemon Squeezy
• 🛒 Simple digital storefront with licensing: Gumroad
• 💰 Best budget choice for a professional standalone store: Lemon Squeezy

If your game is sold as a Steam key, rather than as a DRM-free downloadable build, I'd lean itch.io. If you're distributing the executable yourself and want your own licensing/activation, I'd lean Lemon Squeezy.

For an indie game dev selling downloadable builds + license keys, I’d shortlist these:

My pick: Lemon Squeezy

For a commercial game where you want your own storefront, I'd choose Lemon Squeezy. It has no monthly ecommerce fee, automatically delivers digital downloads, and can generate license keys with configurable license length and activation limits. It's also a merchant of record, meaning it handles sales-tax/VAT responsibilities. www.lemonsqueezy.com

That makes it particularly attractive if your flow is:

Buy game → receive download → receive license key → game validates key against your server/API.

You can also embed its checkout on your own site rather than making the storefront itself the center of your brand. www.lemonsqueezy.comitch.io

When I'd choose itch.io instead

If discoverability among indie gamers matters more than having sophisticated licensing, itch.io is hard to beat. It hosts your builds, provides download access, supports sales/bundles, and lets you generate individual or bulk download keys. itch.io

Its revenue-share model is unusually flexible: you can choose how much of each sale goes to itch.io. itch.io

The catch is that itch.io's key system is primarily about granting access to downloads, rather than providing the sort of application-license activation infrastructure you'd get from Lemon Squeezy. If you're building DRM/licensing into the game itself, I'd lean Lemon Squeezy.

Gumroad

Gumroad is very easy to launch with and explicitly supports software license keys, including multi-seat licenses and an API for verification/revocation. gumroad.com

However, its current direct-sale fee is 10% + $0.50, before payment-processing costs, so I wouldn't pick it over Lemon Squeezy if keeping transaction costs low is important. gumroad.com

Bottom line:

• 🎮 Indie audience + lowest-friction game distribution: itch.io
• 🔑 Professional game licensing + your own storefront: Lemon Squeezy
• 🛠️ Dead-simple digital store with licensing: Gumroad

If you tell me whether you're selling Steam keys, DRM-free builds, or a game with your own in-game activation system, I can narrow this down to the best setup and explain the exact checkout → key → download flow.

For an indie game developer selling downloadable builds + license/access keys, I’d shortlist these storefronts:

My recommendations by scenario

1. You’re a solo indie dev releasing a PC game
→ Use itch.io first.
It gives you:

• hosted game downloads
• custom game pages
• paid downloads or pay-what-you-want pricing
• buyer download access keys
• bulk keys for press, reviewers, and giveaways itch.ioitch.io

2. You have your own website/community already
→ Use Gumroad or Lemon Squeezy.
You can sell directly from your site and handle licensing without building a full backend. Gumroad’s license keys can be verified by your game through its API. gumroad.com

3. You need actual in-game activation (DRM-lite)
Look for:

• generated license keys
• an API to verify ownership
• ability to revoke/refund licenses
• offline activation options if your audience needs them

A common indie setup is:

• itch.io for discovery + community
• Steam for the main PC release
• Gumroad/Lemon Squeezy for direct sales from your website

I’d avoid building your own key server until you have enough sales volume to justify maintaining it. For most indie games, a hosted storefront handles the hard parts (payments, receipts, downloads, basic key distribution) cheaply. gumroad.comitch.io

For an indie developer selling game downloads plus license/activation keys, I’d shortlist these:

My pick: Lemon Squeezy

For a commercial indie game with your own website, I'd lean toward Lemon Squeezy. It has:

• $0/month ecommerce cost.
• Automatic license-key generation, activation limits, expiration, deactivation and re-issuing. www.lemonsqueezy.com
• Secure digital-download delivery.
• Hosted storefront/checkout that you can link to from your game website.
• Merchant-of-record handling for sales tax/VAT, which is particularly useful for a tiny studio selling internationally. www.lemonsqueezy.com
• API/webhooks if you eventually want your game launcher to verify licenses automatically. docs.lemonsqueezy.com

The main downside is the 5% + $0.50 transaction fee, with some additional fees possible for international/PayPal transactions. docs.lemonsqueezy.com

If you want an actual indie-game marketplace: itch.io

itch.io is probably the better choice if discovery/community matters more than having a polished standalone store.

It gives purchasers unique download keys and supports external keys such as Steam keys alongside your own downloadable builds. itch.io Its revenue-sharing model is unusually flexible: you can set itch.io's share anywhere from 0% to 100%, with payment-provider fees still applying. itch.io

One important limitation: itch.io generally wants you to offer actual downloadable game files, rather than making the page simply a Steam-key storefront. itch.io

Bottom line:

• Own website + license system → Lemon Squeezy
• Indie game marketplace + downloads + Steam keys → itch.io
• Very simple digital-product store → Gumroad

If you tell me whether your keys are Steam keys, your own DRM/license keys, or both, I can narrow this down to the cheapest setup and compare the fees on, say, a $10 / $20 / $30 game.

For an indie dev selling downloadable builds plus license/game keys, I’d shortlist these:

🥇 Best overall: itch.io

itch.io

It’s probably the best fit if you want low upfront cost + indie audience + direct downloads + key distribution.

• Customers automatically receive unique download access after purchase.
• You can generate individual or bulk download keys for press, backers, giveaways, etc.
• It supports external keys such as Steam keys, which buyers can claim after purchasing your itch.io version. itch.io
• No DRM is imposed on uploaded games. itch.io
• Supports sales, bundles, pay-what-you-want, and tiered content. itch.io

Best if: you're an indie developer and want a real storefront/community rather than merely a payment-and-download page.

🥈 Best for your own branded store: Gumroad

Gumroad

Gumroad is particularly interesting if by "license distribution" you mean your game itself needs license-key activation.

It has built-in license keys and an API that lets your game verify, authorize, and revoke licenses. You control how many times a key can be used. itch.iogumroad.com

Customers receive their download and license key through the purchase/receipt flow. gumroad.com

Best if: you're building your own website/brand and want a relatively simple backend for selling → downloading → license verification.

My recommendation

For a typical solo indie release, I'd start with itch.io. If your game has its own launcher or needs online license activation, I'd seriously consider Gumroad instead—or use itch.io for storefront/discovery and a separate licensing system for activation.

If you tell me whether you need Steam keys, DRM-free downloads, license activation inside the game, or all three, I can narrow it down to the cheapest setup.

For an indie game selling downloadable builds + license/key distribution, these are the best budget-friendly storefront options:

My recommendations by situation

Solo dev releasing a first commercial game

• Start with itch.io.
• Upload your Windows/macOS/Linux builds.
• If you also release on Steam, distribute Steam keys through itch.io as an option. itch.io

You have your own website and audience

• Use Lemon Squeezy or SendOwl.
• You keep the customer relationship and can sell:
  • game downloads
  • soundtrack DLC
  • supporter editions
  • beta access
  • license keys

You want the cheapest possible setup

• itch.io + Stripe/PayPal-backed checkout is hard to beat for a small indie launch. itch.ioitch.io

You need DRM/license activation
Consider pairing your storefront with a license system:

• Keygen — API-based license management
• Cryptlex — license keys, activation limits, subscriptions

A common indie stack looks like:

itch.io (discovery) + Steam (main marketplace) + Lemon Squeezy/SendOwl (direct sales) + license API (activation)

For a small PC indie game, I’d avoid building a custom store first—the payment, tax, fraud, and key-delivery pieces become a distraction from development.