Jennie Robinson Faber
2bb36af20e
Export script pulls all Outline documents via API and writes them as flat markdown files to content/wiki/ with frontmatter metadata. Cron wrapper auto-commits changes daily.
221 lines
6.5 KiB
Markdown
221 lines
6.5 KiB
Markdown
---
|
|
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
|
|
|
|
|
|
|
|
|
|
2. **Gameplay/story overview + art**
|
|
* **Goal**: Articulate core essence of the game succinctly
|
|
* Don't waste time on discussing combo mechanics for 20 minutes
|
|
|
|
|
|
|
|
|
|
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
|
|
|
|
|
|
|
|
|
|
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
|
|
|
|
|
|
|
|
|
|
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
|
|
|
|
|
|
|
|
|
|
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!!
|
|
|
|
|
|
|
|
|
|
8. **Team, pedigree, awards**
|
|
* **Goal**: Convince them you are the team to make this amazing game
|
|
* Can include production partners
|
|
* Past notable studios/projects
|
|
|
|
|
|
|
|
|
|
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
|
|
|
|
|
|
|
|
|
|
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
|
|
|
|
|