Having pitched, been pitched to, and evaluated various proposals for known publishers, here are a few tips to keep in mind:
1. Understand your audience
Every publisher is different, and is thus looking for different games to add to their portfolio. For example, some companies are looking to expand their geographic footprint, whereas others might be looking for content to launch at some point in the future where they know their current lineup is light. Thus, it’s very important to:
- Research: Familiarize yourself with the publisher’s portfolio, target audience, and the types of games they typically support. Tailor your pitch to align with their interests. Unsure what they’re looking for? Ask around our engage a team (like us!) that is paid to know.
- Identify Key Decision-Makers: Know who the decision-makers are within the publisher’s organization and their preferences, such as what types of games they have previously published.
2. Think about the viability of your concept
We get it. It’s impossible to predict what works, and niche games can often go viral. Nobody predicted Farm Simulator Nobody predicted Stardew Valley. That said, in general, all publishers have a certain tolerance for risk and it’s important that you understand what your game’s profile is. That isn’t to say you should change your creative vision, but it’s hard to take someone seriously that pitches something that is super niche and seems unaware of it. Thus:
- Core Pillars: Clearly articulate the core pillars that define your game’s identity. It doesn’t matter if it’s mechanics, art style, narrative, or something else. Understand why you’re different.
- Target Audience: Define who your game is for and why it will appeal to that demographic. Provide insights into player motivations and preferences.
3. Build a pitch deck that highlights your strenghts:
This is a large enough topic that we have a page dedicated to it. However, high level:
- Team Team Team: This is the most important slide in your deck. Having true believers * people on the team or invested in you * helps everyone feel comfortable that you’ll be able to deliver when the chips are down.
- Pillars, Visuals, and Prototypes: MidJourney is probably fine for concept art, but real credit comes from having working art in an engine. Provide a playable demo, beautiful corner, or something that is able to show the game in action.
- Commercials: Understand and predict the viability of your game based on previous similar titles in the markets you plan to launch in.
4. Business Model and Financials
Underestimating required resources is more common than overestimating them.
- Funding Requirements: Clearly outline how much funding you need and how it will be allocated. Be transparent about your budget and financial projections. If you’re going to be the CEO of a company, it is expected that you have a basic working understanding of financial statements, can create a proforma, predict staffing costs, tools, etc.
- Monetization Strategy: Explain how the game will generate revenue (e.g., sales, in-game purchases, subscriptions) and provide potential return on investment (ROI) for the publisher. Be specific! If you plan to monetize via skins, the question isn’t “how much per skin”, it’s “how many skins, how often, at what cost to create, at what cost to market” etc.
5. Development Timeline and Team
Timelines are also almost always under-estimated.
- Project Timeline: Present a realistic timeline for development, including key milestones and release dates.
- Post-Launch: Games don’t stop at launch. Even single player games require patches, likely DLC, etc. Think past launch.
6. Marketing and Community Engagement
- Marketing Strategy: Outline how you plan to market the game before and after launch, discussing strategies for building a community around the game.
- Community Involvement: Explain how you plan to engage with players and incorporate their feedback during development, emphasizing the importance of community input.
7. Be Prepared for Questions
- Anticipate Concerns: Be ready to address potential concerns or objections the publisher may have regarding the game, its marketability, or the development process.
- Flexibility: Show willingness to adapt your game concept based on feedback or suggestions from the publisher.
8. Follow-Up
- Thank You Note: After the pitch, send a thank-you note expressing appreciation for their time and consideration.
- Stay Engaged: Keep the lines of communication open and be responsive to any follow-up questions or requests for additional information.