---
title: Pitching to Publishers
collection: Strategy
path: Strategy/Pitching to Publishers
parentDocument: null
outlineId: 6ae36b62-0f9c-4363-aff0-f4a5c9756e9f
updatedAt: '2026-03-01T18:21:43.965Z'
createdBy: Jennie R.F.
---
# Pitching to Publishers

*Jennie's notes from Jason Della Rocca talk at Digital Alberta. These can be fleshed out and expanded on!*

## Mindset

You're pitching an opportunity, not a problem. Pitching is a critical survival skill - there's no shame in getting out in the world and talking about yourself.

Think beyond publishers. Pitching is also to garner:

* Love/support from platform holders
* Favors from vendors
* Input from peers

Pitching is about getting people behind your vision. Think in terms of long-term relationship building - not every meeting is a win/lose.

## Before going


1. **Build a target list**
   * Do research on past deals/genre tags supported by publisher
   * Chase most important first
2. **Book meetings before the event**
   * Chase via email, get intros, cold call
   * Sign up for the matchmaking system
   * Pro-tip: Schedule most important targets for day 2 - day 1 is for practice
     * Avoid early morning - higher flake risk
   * Pro-tip: Chase a published studio for an intro
3. **Prepare materials**
4. **Practice practice practice**

## Pitch materials

* Prep your meta materials for publishers to look at
  * LinkedIn
  * Website
  * Social channels
* Prepare materials
  * 1-pager
  * Visual assets: video, screenshots, concept art
  * Pitch deck
  * Stable game build - absolutely essential
    * Best result is request for pitch deck and build of the game
* Pro-tip: load everything to your laptop and phone for backup - don't rely on access to the internet

## Intro Cycle

Intro based on one-line summary and piece of art.

* Ideal if done via a mutual trusted connection
* Or "cold call" on LinkedIn/Twitter or meeting matchmaking system

Meeting request with one-pager

* Pro-tip: Include one-pager link in matchmaking system request

Likely agreement to meet

* May request extra information
* Don't send anything unless asked

Keep email exchange simple, focus on logistics

* Save game details for meeting
* Pro-tip: Update contact cell numbers

## 1-pager design

* 1 letter sized page, PDF
* Visually sharp like a movie poster
* Key data elements
  * Genre, platforms, price-point
  * Current production status, target release date
  * Key features/USP
  * Competition/market
  * Studio logo, contact info

## Pitch formats

* Casual/at-the-bar
* Elevator
* "Performance" (e.g., GDC pitch, pocket gamer big indie pitch)
* Initial meeting
* Follow-up meeting

## Typical "1st Meeting Pitch" Elements

LESS IS MORE. Make it fit on 10 slides - target 5 minutes. No walls of text - keep it highly visual as support for your presentation.


1. **Awesome cover art/logo**
   * **Goal**: Catch attention right from the start
   * Establish brand vibe

 ![](/img/image1.png)


2. **Gameplay/story overview + art**
   * **Goal**: Articulate core essence of the game succinctly
   * Don't waste time on discussing combo mechanics for 20 minutes

 ![](/img/image2.png)


3. **Video clip**
   * **Goal**: Show off how cool the game is and that it is (mostly) real
   * Could be teaser, raw gameplay footage, mock gameplay
   * 30-45 seconds
4. **USPs + art**
   * Prove your game has unique/innovative elements, compelling
   * Already thinking about how it will be marketed
   * "Fun to play" or "indie style" are NOT USPs

 ![](/img/image3.png)


5. **Traction**
   * **Goal**: Prove that others think you are cool or worthy
     * Social media likes and views
     * Festival selections/showcases
     * Discord size
     * Press coverage
     * Special deals, relationships, partners, advisors

 ![](/img/image4.png)


6. **Business model + Competitive analysis**
   * **Goal**: Demonstrate there is a market for your game
   * Include: pricing, platforms, genre tags
   * Skip sales forecasts and focus on finding good comparables
   * Ideally games released in the last 12 months

 ![](/img/image5.png)


7. **Production timeline**
   * **Goal:** Help publisher understand the state of the game and how much work is left until launch
   * Use "sausage" timeline visual
   * Include key production milestones past/future, reveal, release, DLC dates, events or big marketing beat dates
   * Assumes you have budget and production schedule!!

 ![](/img/image6.png)


8. **Team, pedigree, awards**
   * **Goal**: Convince them you are the team to make this amazing game
   * Can include production partners
   * Past notable studios/projects

 ![Your team information](/img/image8.png)


9. **Ask**
   * **Goal:** Clearly ask what you need and expect from the publisher
   * Can cover stuff like:
     * Funding requirements and broad use of funds
     * Role/functional needs (ie, PR, trailer, localization, porting, etc)
     * Product/genre expertise
     * Specific geographical or platform needs

 ![Your ask](/img/image9.png)


10. **Contact/socials info, more awesome art**

## Practice, practice, practice

### During an event


1. **Use 1hr meeting blocks to allow for buffer**
   * Be 2 people in each meeting (one talker, one note-taker)
   * Pro-tip: Mark actual local time in the calendar title
2. **Meeting zones**
   * Biz lounge
   * Expo/booths
   * Other chill areas like hotel lobby - scout in advance
3. **Daily debriefing and tweaking**
   * After each pitch, assess how it went and update your deck
4. **Meeting flow**
   * Typically 30 minutes
   * 3 min. - small talk and biz cards
   * 7 min. - Get publisher talking about themselves
     * Pro-tip: Get them talking first so you can modulate
     * Ask open ended questions
   * 5min. - Run through deck
   * 5 min. - offer to play build (they'll prob decline)
   * **10 min. - Q&A/discussion and next steps**
5. **On-site chasing**
   * COVID impacts to keep in mind
   * Parties and networking events
   * Ask for on-the-spot intros via other devs
6. **Goal of the meeting**
   * Get past the "shit-filter"
   * Assess compatibility
     * Timing, funding size, roles
   * Setup next meeting, post event
     * Have clear follow-up/action items
   * Collect market intelligence
     * Use notes! What are publishers focused on?
7. **Post-show follow-up**
   * Debrief and update targets spreadsheet
     * Pitch postmortem (what went right/wrong, to improve)
   * Follow-ups
     * Follow-up emails per action items
     * Add everyone on LinkedIn
   * Nags
     * Max 2 nags after call, 1-2 weeks apart
     * Afterwards, only ping based on meaningful progress

 ![Post-show follow-up](/img/image10.png)