The Secrets to Pitching and Publishing Success – Insights from Joshua Garrity:
The process of game pitching and publishing a game can often feel like a complex and daunting task, especially for indie developers looking to stand out in a crowded market. Joshua Garrity, Head Game Scout at Secret Mode, shared his invaluable experience and insights on how to successfully pitch a game and navigate the publishing world during a conversation with Jay Powell, CEO and Founder of The Powell Group and IndieGameBusiness®. In this blog, we break down the key takeaways from their discussion on pitching, publishing, and finding success in the gaming industry.
Joshua Garrity’s Journey into the Gaming Industry:
Joshua Garrity’s career in the gaming industry spans over a decade, with a strong foundation in product marketing. Starting his career as a product marketing manager at Sold Out (now Fireshine), he played a pivotal role in transitioning the company into a digital publisher. During this time, Joshua helped sign popular indie games like Core Keeper and Shadows of Doubt. His role as an acquisition manager, later evolving into a game scout, allowed him to build relationships with developers and discover promising titles in need of publishing support.
After six years at Fireshine, Joshua moved on to Team Seventeen, where he worked as a senior game scout, further honing his skills in identifying potential titles. His most recent role is at Secret Mode, a relatively new publishing house, where he heads up the scouting department and continues to work with indie developers to bring fresh and exciting games to market.
The Art of the First Impression – What Game Scouts Look For:
When it comes to evaluating game pitches, Joshua emphasizes the importance of making a strong first impression. He compares reviewing game submissions to looking through resumes for a job—he relies on his gut reaction to the initial pitch. In the first pass, it’s about quickly assessing whether the genre and visuals resonate with him, whether the game has potential, and if it’s a good fit for Secret Mode’s current slate of releases.
One of the key factors Joshua looks for is how the game fits into the publisher’s capacity. For instance, if there are already several releases planned for a particular time frame, he will pass on a game that doesn’t fit into the schedule. While it’s essential to present a polished pitch, he advises developers not to be discouraged by initial rejections, as timing, genre, and the publisher’s current portfolio play crucial roles in the decision-making process.
Playing the Long Game – Building Trust and Relationships:
In the gaming industry, Joshua believes the key to long-term success is trust. Although it can be painful for developers to hear that a game won’t be accepted because of timing or fit, Joshua stresses that honesty is the best policy. By being upfront about capacity issues, publishers like Secret Mode help developers find the right home for their games, even if that means referring them to a different publisher.
He also highlights the importance of maintaining strong relationships in the industry. The ability to play the long game is vital—while publishers might not always be able to sign a game immediately, building trust with developers opens the door for future opportunities. Joshua’s approach focuses on creating meaningful partnerships that go beyond short-term gains.
What Makes a Game Worth Pitching – Key Elements for Success:
The Demo vs. Paper Pitch: Which Is Better?
When it comes to pitching a game, Joshua believes that there are no one-size-fits-all answers. For new developers, having a solid playable demo is crucial. It’s not just about having a flashy trailer or impressive concept art; it’s about showcasing the gameplay mechanics and demonstrating that the game is fun and engaging. A good game demo needs to have that “white box Mario test”—the idea that a game’s core mechanic should be fun even if the visuals aren’t fully fleshed out.
For games that are still in the conceptual phase, paper pitches supported by strong marketing materials can also be effective. However, developers need to manage expectations when submitting these pitches, as having no playable content means the pitch is more of an informational exercise. Joshua looks for pitches that show a deep understanding of the development process and demonstrate that the developer is prepared to address challenges along the way.
The Role of Marketing Materials:
In addition to a solid demo or paper pitch, marketing materials play a critical role in the pitch process. Developers are advised to include things like concept art, potential visual direction, and early promotional assets in their pitch. While Joshua doesn’t expect fully polished assets in the demo, having a clear vision for the final product can go a long way in impressing publishers.
When it comes to a game’s marketing potential, developers should aim to create a pitch that not only showcases the gameplay but also includes a plan for how the game will be marketed. Strong marketing materials, including press kits and social media plans, give publishers confidence that the developer understands the importance of post-launch marketing.
Budgeting and Funding – What Publishers Are Really Looking For:
The financial aspect of game development is another critical factor that can make or break a pitch. Joshua emphasizes that publishers like Secret Mode are always looking for a clear and realistic budget. One of the common mistakes developers make is underestimating the cost of development or failing to present a well-thought-out financial plan.
Publishers need to know how much funding is required and when it will be needed throughout the development process. Joshua highlights that a high burn rate, especially in the early stages of development, can be a red flag for publishers, as it increases the risk of a project exceeding its budget and delaying its release. A well-planned production schedule with realistic milestones and a buffer for unexpected delays is crucial to gaining a publisher’s trust.
The Importance of Post-Release Support:
Be Honest About Your Weaknesses
Joshua’s most significant piece of advice for developers is to be honest about the challenges they face. Whether it’s a lack of experience in certain areas or concerns about meeting milestones, developers should be transparent about what they’re capable of. Publishers are looking for developers they can trust, and being upfront about weaknesses allows them to help guide developers through the process.
Know Your Audience
Understanding the publisher’s needs and interests is essential when pitching a game. Developers should research the publishers they are targeting and tailor their pitches accordingly. A game that may not be the right fit for one publisher could be exactly what another is looking for, so understanding the publisher’s portfolio and capacity is crucial for a successful pitch.
Prepare for the Long-Term
The publishing process is rarely quick, and developers should be prepared for a lengthy journey. From the initial pitch to final release, it can take years of work to bring a game to market. Developers should be ready to engage in ongoing conversations with publishers and be flexible with their plans as things evolve.
Anecdotes and Reflections:
Pitching and publishing success ultimately comes down to trust, transparency, and preparation. Joshua Garrity’s insights provide valuable guidance for developers looking to navigate the complex world of game publishing. By focusing on delivering a solid pitch, being realistic about budgets and timelines, and maintaining open communication with publishers, developers can build lasting partnerships that lead to successful game releases.
For indie developers, understanding the nuances of pitching, financing, and post-launch support is critical to success. By applying the strategies Joshua shared in this conversation, developers can improve their chances of getting their games published and creating lasting relationships with the right publishing partners.
This blog post is inspired by the podcast discussion between Joshua Garrity and Jay Powell on the topic “The Secrets to Pitching and Publishing Success“.
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