Alex Nichiporchik is founder and CEO of tinyBuilda Seattle game label behind Hello Neighbor and over 50 other well-known titles.
Pitching is a crucial skill for a game developer. A well-executed, thoughtful pitch will make money and give your game a chance to see the light of day. Don’t hesitate to invest time and effort in perfecting your pitch.
Contents
- 1 I have a game, but it needs a publisher. Where do I begin?
- 2 Do I have to compare my game with other games?
- 3 Does this also apply to pitching via email?
- 4 How long is an ideal pitch email?
- 5 Tips for formatting pitches?
- 6 Is it necessary to include a build of the game?
- 7 What else should I add to my pitch?
- 8 What are some common mistakes when pitching a game?
I have a game, but it needs a publisher. Where do I begin?
At a trade show, everything starts with the elevator pitch. First impressions go a long way, and attention spans are short. A clear, appealing description ensures that you get a foot in the door.
“Call of Duty, but with magicsounds rushed, but it’s catchy, descriptive, and a good conversation starter. From there you can get into the details of what makes your game interesting and marketable. Also, to paraphrase Mark Cuban, remember that you are a experienceno product.
It goes without saying for any business event to carry business cards, but if you want to catch a publisher’s attention, 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 the extreme and ideal for a business card.
Do I have to compare my game with other games?
Referencing other games can be a double-edged sword. It’s helpful to have reference points for publishers and investors to stick to, but be careful not to make comparisons to games that your games can’t compete with.
My company’s own Streets Of Rogue even goes so far as to use the description “a mix of Nuclear Throne and Deus Ex combined with the anarchy of GTA” on their store page. Individually, those components may pale next to their sources of inspiration, but together they create a unique blend of familiar elements. Here, hybridization is the main selling point.
With a simpler game, comparisons can become a liability. “It’s a retro FPS inspired by Doom” means a future publisher will compare it to both the 1990s originals and its recent peers. Unless your game can compete well with both, it’s an unflattering statement. If I were pitching something like Post Void, I’d emphasize its speed: “A roguelike FPS that takes ten minutes to play, days to master.”
Does this also apply to pitching via email?
Yes, but take a more visual angle. To immediately grab attention, make an eye-catching gameplay GIF your opener. Keep it under 3.5MB and place it in the body of the email so it plays immediately when checked by phone or desktop.
Emails also allow links to clips. Links to short YouTube videos or even TikToks help a lot. Provide links to official sites or store pages that highlight your online presence. Even something as small as an actively tracked Twitter brings mindful marketing into the spotlight.
Personalize every email. Research who you’re contacting 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 an icebreaker, and more detailed discussion can take place 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 as well.
Even when attending in person, sending pitch emails in sync with industry events, such as Reboot Develop or DevGAMM, can create new opportunities to network with potential partners, eliminating the need to hit someone in an elevator. to drive a corner.
Tips for formatting pitches?
Keep it short and professional. A series of bullet points about your game’s most exciting and marketable features is almost always more helpful than several paragraphs of story detail.
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 is highly recommended. Words can never replicate the feeling of playing hands-on with a game. A vertical slice of gameplay that showcases key features gives you a big advantage with any potentially curious partner.
Each demo should have clear instructions on how to play. Try to get players into action as quickly as possible.
If a playable build isn’t possible, short gameplay clips that distill the experience are worth it. Explaining the mechanics of rhythm fighter, Jamphibian, could take several paragraphs, or just six seconds of (highly rewatchable) early development footage on Twitter.
What else should I add to my pitch?
Any positive coverage in the press or influencer should be mentioned. Letting a potential publisher know that there is a lot of interest in your game is very important. Even if your audience isn’t high profile, you’re showing that you have an audience not at all is interesting for every publisher.
Catchy press pull quotes or important influencer coverage go a long way, especially if they describe your game in an appealing way. Post them on store pages, such as the recently released Shadows of Doubt, with “One of the most anticipated games by PC gamers of 2023”. Highlight any awards or accolades you’ve received with your game to further emphasize your value to publishers.
What are some common mistakes when pitching a game?
Confidence in your own work is important, and pitches should hype a game’s most exciting features, but don’t overpromise on undeveloped features that you may not be able to deliver. Once you have a publisher’s interest, be prepared to answer questions and go into more detail about your game’s selling points.
Finally, be persistent. Most email pitches are unlikely to result in an immediate response, and opportunities to pitch in person are limited. Send personalized emails to multiple potential partners. Closing a deal takes time and effort, but with patience and perseverance, success is achievable.
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Janice has been with businesskinda for 5 years, writing copy for client websites, blog posts, EDMs and other mediums to engage readers and encourage action. By collaborating with clients, our SEO manager and the wider businesskinda team, Janice seeks to understand an audience before creating memorable, persuasive copy.