Introduction:
In the world of indie game development, funding and industry stability are two major challenges faced by creators trying to build games that stand out in an increasingly crowded market. In a recent episode of the IndieGameBusiness® podcast, Jay Powell, CEO and Founder of The Powell Group and IndieGameBusiness®, sat down with Joe Mirabello, the Founder and Creative Director of Terrible Posture Games, to discuss the intricacies of indie game funding, the sustainability of small studios, and the ever-changing landscape of the indie gaming industry.
Joe’s Journey from AAA to Indie:
Joe Mirabello’s story begins in the AAA gaming world, where he initially worked as an artist on notable games like Titan Quest. His career path led him to work for large studios, including a stint at 38 Studios, which collapsed in a very public and disastrous fashion. That event, while challenging, propelled Joe to consider indie development. With a desire to create something smaller, more personal, and made for a solo player, Joe founded Terrible Posture Games and launched his first indie title, Tower of Guns. The success of Tower of Guns marked the start of Terrible Posture Games and helped cement Joe’s position in the indie gaming space.
The Evolution of Terrible Posture Games:
Joe recounted how his company evolved from a solo endeavor to a more formal studio. Initially, Terrible Posture Games relied on a small team, starting with just Joe and his brother, who handled the music for Tower of Guns. As the studio expanded its portfolio, it took on larger projects such as Mothergunship and various work-for-hire projects. Joe explained how these projects played a critical role in sustaining the studio, providing necessary funds to allow them to continue creating original titles while taking on external work to keep the business afloat.
Balancing Contract Work with Original Projects:
One of the central themes of Joe’s experience in the indie space is the delicate balancing act between contract work and the creation of original content. Many indie studios rely on work-for-hire projects to bring in steady income, but this often comes at the expense of dedicating time and resources to original games. Joe emphasized that while work-for-hire helps cover costs, it can significantly slow down the development of their own titles, which may take years to complete.
For example, Joe described how Battle Train, the latest game from Terrible Posture Games, has taken four years to develop due to the need to juggle work-for-hire commitments. Without the flexibility to focus solely on original IPs, development timelines can become prolonged, but work-for-hire ensures the studio remains financially stable.
Navigating Indie Game Funding:
Joe highlighted some of the funding challenges indie developers face in today’s market. He explained that finding a publisher willing to take a risk on a new game has become increasingly difficult, with publishers expecting developers to have de-risked their projects before seeking a deal. This means indie developers must often self-fund large portions of their projects or rely on alternative funding methods such as Kickstarter campaigns or work-for-hire projects.
Joe also pointed out that publishers are no longer looking to take chances on unproven games. Instead, they seek titles with an established following or demonstrated success on platforms like Twitter or TikTok. This leaves many indie developers without the traditional support structures they might have relied on in the past, and it pushes them toward self-publishing or smaller indie publishers.
Finding the Right Publishing Partner:
When asked about the decision-making process between self-publishing and partnering with a publisher, Joe provided valuable insights. He discussed the importance of finding a publisher that offers more than just funding—highlighting how marketing expertise and platform relationships can make or break a game’s success. He referenced publishers like Devolver, known for their strong marketing arm, as examples of partners who can offer indie developers much-needed visibility.
For Terrible Posture Games, the decision to self-publish Battle Train came down to the ability to secure additional funding while retaining creative control. Joe shared the story of how Nerd Ninjas, another indie studio, stepped in to finance the game, offering a much more favorable deal than many of the larger publishers that had shown interest.
The Power of Kickstarter and Building Community:
One unique aspect of Terrible Posture Games’ approach to Battle Train is its use of Kickstarter, despite already having funding secured. Joe explained that while Kickstarter can raise additional funds, its true value lies in community building. Engaging with fans, developing relationships with players, and fostering a group of dedicated supporters can be as important as the funds raised through the platform.
Kickstarter allows developers to build a group of “super fans” or “VIP fans” who are more likely to support a game on day one, providing a much-needed boost during the critical first week of sales. Joe emphasized the importance of day-one success in today’s market, where games that fail to gain traction quickly often fall by the wayside.
The Role of PR and Marketing in Indie Games:
A key challenge for many indie developers is how to handle PR and marketing without the backing of a large publisher. Joe discussed his experiences working with PR agencies and how they can save valuable time for developers by handling media outreach, managing YouTube partnerships, and targeting press outlets. However, he cautioned that PR companies are not a magic solution—they can help raise awareness, but success ultimately depends on the quality of the game and the strength of the marketing message.
Joe also highlighted the importance of engaging with the community directly through platforms like Twitch or Steam’s NextFest. Streaming development progress, participating in game festivals, and offering extended demos are all effective ways to build a fan base and gather valuable feedback.
The Future of Indie Development:
As the indie game landscape continues to evolve, Joe stressed the importance of adaptability and long-term planning. He advised indie developers to think about sustainable business models and to be prepared for the unexpected challenges that will inevitably arise. Whether through contract work, strategic partnerships, or crowdfunding, indie studios must stay flexible while focusing on building strong, supportive communities around their games.
Anecdotes and Reflections:
Joe Mirabello’s journey as an indie developer is a testament to the resilience required to succeed in the ever-changing world of game development. His insights on funding, work-for-hire balance, and the importance of community engagement provide invaluable lessons for aspiring developers looking to navigate the challenges of the indie game industry. Whether you’re an established developer or just starting out, Joe’s experiences offer a roadmap for surviving—and thriving—in indie game development.
This blog post is inspired by the podcast discussion between Joe Mirabello and Jay Powell on the topic “Indie Game Funding and Industry Stability”.
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