Bringing Games to Life: A Primer on Navigating Game Publishing from Concept to Market – Part I

Bringing Games to Life: A Primer on Navigating Game Publishing from Concept to Market – Part I

In the dynamic gaming industry, Publishers play a crucial role in bringing games to players worldwide. They bridge the gap between developers and consumers by providing financial support, marketing resources, distribution channels and expertise. Serving as essential partners, Publishers help games reach their full potential and succeed in the competitive market. The game publishing process involves numerous strategic decisions and support, shaping the fate of games enjoyed by millions globally.

In this Blog, we try to provide certain guiding principles and challenges faced commonly by the gaming Founders while approaching a Publisher.

Timing the Pitch – When should a Founder approach a Publisher?

Founders should approach Publishers at a stage when their game concept is sufficiently developed to showcase its potential and appeal, but before significant resources have been invested in full-scale development. Here are some key considerations for when to approach a publisher:

1. Prototype Stage: At this stage, the game concept has been fleshed out, and a small portion of the game has been developed to demonstrate core gameplay mechanics, art style, overall vision, and development roadmap. Approach Publishers when you have a playable prototype that effectively highlights the unique aspects of your game and its potential to attract players.
2. Market Validation: Founders can validate their game concept through playtesting, feedback from industry professionals, and early user testing. Approach Publishers when you have received feedback and validation from play testers, demonstrating interest and demand for your game among your target audience.
3. Preparation for Publisher Meetings: Prepared to make a compelling pitch with an elevator pitch deck, highlighting the strengths of your game and its alignment with the publisher’s portfolio and audience.
4. Timing Considerations: Founders should be mindful of industry events, such as gaming conventions and conferences, where Publishers may be more receptive to meeting with developers and reviewing game pitches. Consider Publishers when they are actively seeking new projects and are open to considering submissions, taking advantage of opportunities to network and make connections within the industry.

Finding the right fit: What should a gaming Founder look for in a Publisher?

1. Track Record and Reputation: Choose Publishers with a history of successful game releases and positive developer relationships. Check for their reputation by seeking testimonials and analysing the reception of their past releases. This helps ensure credibility and reliability in their promises.
2. Resources and Support: opt for Publishers offering financial backing and specialized expertise in marketing and/or technical support. Request detailed plans for resource allocation during negotiations to confirm alignment with your game’s development needs and timelines.
3. Distribution Power: Prioritize Publishers with strong global distribution networks. Discuss specific strategies for market penetration and localization to address concerns about market saturation or visibility in key regions, ensuring your game reaches its intended audience effectively. Further, Founders need to collaborate with Publishers in closely developing a comprehensive marketing plan too.
4. Contract Terms: Carefully review contract terms, especially regarding revenue shares, intellectual property rights, and creative control. According to a survey[1], 42% of developers cite contract negotiations as a significant hurdle in the publishing process. Negotiate fair terms while maintaining a positive relationship by clearly communicating your priorities and being willing to compromise on less critical points.
5. Setting Realistic expectations: Patience is crucial when pitching to Publishers and negotiating deals. The evaluation process can take time, involving thorough reviews from multiple departments. Negotiations often require several rounds of discussion to reach mutually beneficial terms, followed by meticulous legal considerations.
6. Post-Launch Support: Evaluate the publisher’s commitment to post-launch support, including updates, and potential DLCs. Set clear expectations early in the partnership and maintain open communication channels to address any issues promptly, ensuring ongoing support for your game.
7. Financial Stability: Verify the publisher’s financial health to ensure they can provide sustained support throughout your game’s lifecycle. Conduct thorough due diligence, including financial audits if possible, and seek assurances from the publisher regarding their financial commitments to your project. This helps mitigate risks and ensures stability for your game’s development and success.

Aligning Your Game with Publisher’s Expectations – What do Publishers look for in a game?

Publishers look for games with a clear vision, unique selling propositions, and strong market appeal. According to a survey conducted by the International Game Developers Association (IGDA), 78% of Publishers prioritize games with innovative gameplay mechanics, while 64% consider marketability and target audience appeal as critical factors in their decision-making process. Here are some of the key aspects (amongst others) which you can keep in mind:

1. Prototype Power: Having a playable prototype or demo is invaluable when pitching a game to Publishers. A prototype allows Publishers to experience the gameplay firsthand, providing them with a tangible sense of the game’s mechanics, pacing and overall fun factor.
2. Setting Your Game Apart: In a crowded market, games need a unique selling proposition to capture the attention of both players and Publishers. Whether it’s innovative gameplay mechanics, a compelling art style, or a distinctive narrative hook, a strong selling point sets a game apart from the competition and increases its appeal to Publishers.
3. Team Track record: The experience and track record of the development team play a significant role in influencing a publisher’s decision. Publishers are more inclined to invest in teams with a proven track record of success or individuals with relevant industry experience.
4. Monetization Strategy: Developers should have a clear and well-thought-out monetization strategy that aligns with the game’s design and target audience. Whether it involves in-app purchases, subscription models, premium pricing or any other monetization methods, developers must demonstrate an understanding of how their game will generate revenue over time.
5. Player Engagement: Publishers value games that prioritize player engagement and retention. Games with compelling gameplay, frequent content updates, and active community engagement are more likely to attract and retain players over the long term. Developers should emphasize their game’s potential to keep players engaged through various means, such as challenging levels, social features, or ongoing events.
6. IP Potential: The potential for intellectual property (IP) expansion is another factor that Publishers consider when evaluating game pitches. Games with strong IP potential can spawn sequels, spin-offs, merchandise, and other forms of media adaptation. Developers should think beyond the initial game release and consider how their game could evolve into a broader franchise or brand in the long term.
7. Compatibility: Finally, developers should ensure that their game aligns with the publisher’s portfolio and strategic objectives. Publishers have specific preferences and priorities when it comes to the types of games they invest in. Developers should research the publisher’s existing portfolio, target audience and strategic goals to ensure that their game fits within the publisher’s overall strategies.

In conclusion, navigating the complex landscape of game publishing requires careful consideration of timing, partner selection, and alignment of expectations. Founders must approach Publishers at the right stage of development, armed with a compelling pitch and a clear vision for their game’s success. When evaluating potential Publishers, prioritize those with a proven track record, robust resources, and a shared commitment to the game’s long-term success.

Most importantly, the process of pitching to publishers and negotiating a deal can be lengthy and time-consuming. Founders must be prepared to wait and exercise patience throughout the process. Ultimately, the collaboration between Founders and Publishers is essential for bringing games to players worldwide, shaping the future of the gaming industry, and delivering memorable experiences to audiences around the globe.

In our upcoming blog, we delve into the world of self-publishing and explore whether Founders must make a choice between Publishers and investors, or if there’s potential to leverage both avenues. Stay tuned for insights on navigating these crucial decisions! Until then, Ciao!

[1] GamesIndustry.biz