Game developers setting up their own distribution channels isn't a new phenomenon, with Valve's Steam service being the most prominent example. But even though the developers at Alientrap Games—the team behind Capsized—enjoyed working with Valve, they still wanted the freedom of selling a DRM-free game and handling their own promotions. What started as a way to sell games from the Alientrap site has since expanded into Indievania, a new distribution site for indie titles where no games get rejected—and all of the profits go to the developers.

The site isn't actually designed to be a money-making machine for the small, two-man studio behind it. In fact, Alientrap doesn't even take a commission from game sales. When someone purchases a game from Indievania, they are purchasing directly from that particular developer's PayPal account. It's like buying the game directly from the developer, but with the benefits and promotion potential of a game portal. The site itself is funded entirely by optional donations at the end of each checkout.

There's also a focus on ease of use, as there's no client to download, no DRM included in the games, and no platform limits. Currently, PC, Mac, and Linux games are all available, and the Alientrap team is working on adding Android titles to the store as well.

"We realized a site like this was needed to be an open alternative," Alientrap's Lee Vermeulen told Ars. "Players want to support independent developers, not game distributors. So we wanted to make a site where the focus was on connecting the developers and players directly and eliminating the middle man."

While Steam can be challenging for indie developers looking to be accepted, Indievania has no screening process. "It's important to give developers the option to sell unfinished games or games that were rejected from other services to help fund further development," explained Vermeulen.

That being said, more popular games will still benefit from additional promotion. Games that sell well or are highly rated will be featured on the service's front page and will be promoted through social networking sites like Facebook and Twitter. The site also plans to use bundles and other special deals to help attract consumers.

Though the service is still in open beta, it has already attracted a number of notable indie games, including Blocks That Matter and Cthulhu Saves the World, both of which are also for sale on Steam. According to Vermeulen, the response from the indie community has been positive.

"Developers have definitely loved the system. It was designed to make managing their game/sales/promotions as easy as possible," he told Ars. "We are trying to make the site basically the exact same as if a player was buying a game from the developer's website. And that's exactly what developers want—they want control over how their games are sold, but at the same time they need help with promoting their game and bundles that they can't do from just selling on their website."

Though he didn't go into details, Vermeulen explained that the team is currently in the process of adding additional features and games in order to get Indievania primed for its official launch in the near future.

"We definitely want to make sure the site is ready for a large audience," he said.