Unfortunately, the art of making a great game isn’t enough to make it famous among audiences. The “publishing” process is a decisive stage in a game’s journey from development to the hands of players, and that’s where game publishers come in
A game publisher can simply be defined as the company responsible for taking a game from the development workshop to the market. They’re your partner in launching a standout game and getting it in front of as many players as possible
Their role extends from providing the funding needed to finish developing the game, to determining the marketing and promotion strategies needed to ensure the game’s commercial success. They’re also responsible for finding platforms to showcase the game, such as computers, consoles, smartphones, and more
Think of them as a ship that sails with you on the journey of launching your game, providing you with the resources and guidance you need to reach the destination of your game’s success and deliver it to its target audience
In this article, I go into more detail about game publishers—how to reach out to them, the most important companies, and what their specific terms are. But first, do you actually need a publisher?
Why Do You Need a Publisher?
As an indie game developer, you might think you can achieve success entirely on your own. But the reality is different—partnering with a publisher can make a huge difference in your journey toward success
They’re not just a distributor for your game, but a partner capable of offering a range of essential services that can be difficult for you to obtain on your own. These include:
First, providing the funding needed to develop your game. Most indie developers don’t have enough financial resources to complete their projects without help. A publisher can provide the funding needed to cover development costs, such as developer salaries, licensing fees, and various service costs, like voice-over recording and legal matters
Second, a publisher can help you market and promote your game. Reaching your target audience is extremely difficult, especially in a market saturated with games. Their extensive marketing experience will help get your game in front of as many players as possible
And finally, distributing your game across different platforms. If they decide to take on and publish your game, they become responsible for communicating with all the various platforms, such as the Google Play Store and the Apple Store, and even getting it onto major gaming platforms
In short, a publisher can give you the support you need to make your game a success. Partnering with one will reduce the risks you face, help you reach a wider audience, and let you focus on developing your game
Types of Game Publishers
So far, I’ve talked about the benefits of game publishers and why you might need them, but you should also know that there are different types of publishers, each with its own characteristics and focus
First, there are the Big Publishers, such as EA, Activision Blizzard, and Ubisoft. These are giants with massive resources and enormous marketing power, allowing them to publish huge, high-budget games
They look for games with high potential for success, and usually have large teams to provide support and marketing. However, in return, they don’t accept just any game easily, and indie games won’t suit them—they’re mainly interested in studios and companies
Second, there are the Independent Publishers, smaller companies that focus on publishing games with a unique character. They tend to be flexible and quick to make decisions, and may offer stronger support for indie projects. They’re the best option for any indie game developer
Third, there are the Specialized Publishers, who focus on a specific type of game, such as mobile games or browser games. This type helps you reach a specific audience more effectively, since they understand the market for those game types more deeply
Fourth, there are the Digital Distribution Platforms, such as Steam, the Epic Games Store, and Google Play, where developers can publish their games directly without needing a publisher. This option suits developers who want full control over their publishing process
Now that you understand the different types, you can choose the one that best fits your needs—each type offers particular advantages and benefits, so you should identify your project’s needs before reaching out to them, to ensure you get the ideal partner to help you achieve your goals
How to Choose the Right Publisher
Choosing the right publisher is a decisive step in any indie game developer’s journey. It’s not enough for them to be big or famous—they need to match your needs and goals as an effective partner who contributes to your project’s success
To identify the right publisher, you should review some key criteria:
- Reputation: learn about their reputation among developers, and evaluate their track record working with indie games and how successful they’ve been in supporting and launching them in the market. Look into the opinions of previous developers who’ve worked with them
- Specialization: they should specialize in publishing games that fit your project, whether in terms of genre (RPG, Action, Adventure…) or platform (PC, Mobile…)
- Terms of cooperation: learn about the terms of working with the publisher, such as their share of the game’s profits, the responsibilities that will fall on you, and your rights as a participant in the project. Review these terms carefully before signing any agreement
Choosing the right company can give you the support and guidance you need for your project to succeed, while choosing the wrong one can lead to financial and technical losses and hold back your game’s development
So take your time researching and evaluating before making your decision, and be sure to choose a suitable partner who helps you achieve your goals. Here’s a list of nearly 900 publishers found on Wikipedia: en.wikipedia.org/wiki/List_of_video_game_publishers
Getting Accepted by Game Publishers
If you have the game you want to publish, or at least a demo version of it, and you intend to look for a publisher, you should follow specific steps to increase your chances of success
First, you should prepare a Game Design Document (GDD) that covers the game’s concept, genre, target audience, and the platforms it will release on. Don’t forget to present the gameplay in a clear, concise summary
Second, you should write a strong pitch letter that highlights your game’s strengths and explains why it would be a good fit for the publisher’s audience. Remember to be concise and clear in your pitch, and to focus on the benefits the company will gain from publishing your game
Publishers’ own websites are also the best place to find information about their criteria and plans, and some of them provide specific submission forms for pitching a game
You can also attend events and conferences dedicated to games—the games themselves, not their development—which let you meet publishers in person
And don’t forget to show your enthusiasm for the game and the project, and to be professional in how you deal with them, as that helps convince them to choose your game for publishing
Tips for Working with Game Publishers
Once you decide to partner with a publisher, you’ll begin a new journey that requires communication and management skills. It’s important to always remember that the publisher is your partner, and you’re both working toward the game’s success. Here are some tips to make this journey easier:
- Make sure you fully understand the contract terms before signing, and discuss any unclear points with them. Don’t hesitate to ask for clarification on anything that isn’t clear
- Maintain regular communication with them, and keep them updated on your progress periodically. Send them reports and information about the game, whether development reports or playtest results
- Be open to their suggestions, as their market experience can enrich your project. Listen carefully to their opinions and discussions, and let them share their vision for the game with you
- Offer them adequate support for the game, whether in the form of marketing, promotion, or even providing additional materials for the game
- Be professional in how you deal with them, respect their expectations, and give them an outstanding working experience
Success Stories
Many indie games have achieved remarkable success thanks to the support and guidance they received from a strong publisher. Take, for example, Stardew Valley, that wonderful game developed by a single person, which achieved massive success after signing with Chucklefish
Chucklefish helped promote the game widely, giving it access to a huge global audience, and even contributed to its technical development, noticeably improving the game’s quality
And if we look at Cuphead, the game with the beautiful cartoon-style graphics, we find that it achieved great success after partnering with Studio MDHR. Here, the publisher helped fund and develop the game, and even provided the support needed to build a large team of artists and programmers to deliver a truly unique experience
These are just a few examples of games that achieved great success thanks to a publisher partnership. Don’t let the challenges discourage you—instead, draw inspiration from these success stories, and look for the right publisher who can give you the support and guidance to turn your idea into a successful project