The industry perception towards indie games have also shifted, making the tactics of how to develop and market indie games difficult in contrast to AAA games. In 2008, a developer could earn around 17% of a game's retail price, and around 85% if sold digitally. This can lead to the appearance of more "risky" creative projects. Furthermore, the expansion of social websites has introduced gaming to casual gamers. Recent years have brought the importance of drawing social media influencers to help promote indie games as well.