Tips To Get Your Game Noticed By Publishers And Investors

Alex Nichiporchik is Founder and CEO of tinyBuild, a Seattle-based game label behind Hello Neighbor and over 50 other renowned titles.

Pitching is a crucial skill for a game developer. A well-executed, thought-out pitch brings funding and gives your game the opportunity to see the light of day. Don’t hesitate to invest time and effort into perfecting your pitch.

I’ve got a game, but it needs a publisher. Where should I start?

When at a trade show, everything begins with the elevator pitch. First impressions go a long way, and attention spans are short. A clear, appealing description will get your foot in the door.

“Call of Duty, but with magic” sounds hasty, but it’s catchy, descriptive and a good conversation starter. From there, you can get into the specifics of what makes your game interesting and marketable. Also, paraphrasing Mark Cuban, consider that you’re selling an experience, not a product.

For any business event, having business cards on you is a given, but if you want to catch a publisher’s eye, have a Steam key or a link to a demo or asset pack printed on it. Make it easy to get eyes and hands on your game.

Retro FPS (first-person shooter) publisher New Blood goes as far as registering humorous (but descriptive) URLs for their games, such as devilmayquake.com and thiefwithguns.com. This is sharp pitching taken to extremes and ideal for a business card.

Should I compare my game to other games?

Referencing other games can be a double-edged sword. It’s useful to have points of reference for publishers and investors to hang onto, but be careful not to invite comparisons to games that yours can’t stack up against.

My company’s own Streets Of Rogue goes as far as using the description “a mix of Nuclear Throne and Deus Ex combined with the anarchy of GTA” on its store page. Individually, those components might pale next to their inspirations, but together they create a unique mix of familiar elements. Here hybridization is the key selling point.

With a more straightforward game, comparisons may become a liability. “It’s a retro FPS inspired by Doom” means that a prospective publisher will compare it to both the ’90s originals and its recent peers. Unless your game can compete well with both, it’s an unflattering statement. If I were to pitch something like Post Void, I’d emphasize its speed: “A roguelike FPS that takes ten minutes to play, days to master.”

Does this apply when pitching via email?

Yes, but take a more visual angle. To instantly grab attention, make an eye-catching gameplay GIF your opener. Keep it under 3.5 MB and insert it into the email body, so it’ll play immediately when checked via phone or desktop.

Emails also allow linking to clips. Links to short YouTube videos or even TikToks help a lot. Provide links to any official sites or store pages highlighting your online presence. Even something as small as an actively maintained Twitter spotlights mindful marketing.

Personalize every email. Research who you’re reaching out to and their company’s portfolio, and let them know why your game would be a good fit.

How long is an ideal pitch email?

While some games require more explanation, the shorter and more concise you are, the better. That initial pitch serves as the icebreaker, and more detailed discussion can happen once you’ve got your target’s attention. The clearer your message is, the easier it is for influencers and the press to cover it, too.

Even when attending in person, sending pitch emails in sync with industry events, like Reboot Develop or DevGAMM, can create new opportunities to network with potential partners, removing the need to corner someone in an elevator.

Any tips on formatting pitches?

Keep it short and professional. A series of bullet points on your game’s most exciting and marketable features are almost always more useful than several paragraphs of story details.

Experiment with layouts, subheadings and headings with a focus on visual appeal and navigability. And make sure your pitches are fully proofread. A pitch is a professional introduction, so put your best foot forward.

Is it necessary to include a build of the game?

For new developers, it’s highly recommended. Words can never replicate the feel of going hands-on with a game. A vertical slice of gameplay showcasing its key features gives you a major advantage with any potentially curious partner.

Any demo should have clear instructions on how to play. Aim to get players into the action as soon as possible.

If a playable build isn’t possible, short gameplay clips that distill the experience pay off. Explaining the mechanics of rhythm brawler, Jamphibian, could take several paragraphs, or just six seconds of (highly rewatchable) early development footage on Twitter.

What else I should add to my pitch?

Any positive press or influencer coverage should be featured. Letting a potential publisher know that there’s grass-roots buzz for your game counts for a lot. Even if your audience isn’t high-profile, demonstrating that you have an audience at all is of interest to any publisher.

Catchy pull-quotes from press or major influencer coverage go a long way, especially if they describe your game in an appealing manner. Feature them on store pages, like the recently released Shadows of Doubt, with its “One of PC Gamer’s most anticipated games of 2023.” Showcase any awards or accolades received by your game to further highlight your value to publishers.

What are some common mistakes made when pitching a game?

Confidence in your own work is important, and pitches should hype up the most exciting features of a game, but don’t over-promise on still-undeveloped features that you may not be able to deliver. Once you’ve got a publisher’s interest, be prepared to answer questions and go into more detail on your game’s selling points.

Lastly, be persistent. Most emailed pitches are unlikely to result in an immediate response, and opportunities to pitch in person are limited. Send personalized mails to multiple prospective partners. Striking a deal takes time and effort, but with patience and persistence, success is achievable.

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