The State of Pitching in 2025 – Insights from Yves Le Yaouanq:
As the gaming industry evolves, so too does the state of pitching games in 2025 to publishers. In a recent IndieGameBusiness® podcast, Jay Powell, CEO and Founder of The Powell Group and IndieGameBusiness® sat down with Yves Le Yaouanq, Chief Content Officer at Focus Entertainment, to discuss what’s changed, what’s working, and how developers can better position themselves for success in 2025.
A Veteran’s Perspective – The Industry Isn’t in Crisis, It’s Normalizing:
First things first—don’t panic. Yves emphasized that what we’re seeing in the industry today isn’t unprecedented. From the PC “death” scares in the early 2000s to the market collapses of 2008 and 2012, the industry has always recovered and come out stronger. What we’re witnessing post-COVID is a correction, not a collapse.
During the pandemic, money flowed fast, and everyone scaled up. But now? We’re back to reality—and that’s not necessarily a bad thing.
Focus Entertainment’s Contrarian Success During Industry Downturn:
While many publishers have shrunk their funding pools and tightened their belts, Focus Entertainment has been doing the opposite. Since 2021, they’ve experienced their best years on record, with hits like Warhammer 40,000: Space Marine and Void Crew fueling their momentum.
Why the success? Focus stayed in its lane—supporting indie, double-A, and “triple-I” games. Instead of chasing Metaverse fantasies or bloated battle royales, they stuck with what they do best: helping unique, story-driven games reach their potential.
Identity and Maturity -The Cornerstones of a Strong Pitch:
If you’re pitching a game in 2025, you need two things: identity and maturity.
- Identity means knowing what makes your game special. It’s not about jumping on trends—it’s about vision. What makes your art, gameplay, or narrative stand out?
- Maturity means understanding the business. Developers need to know the basics of funding models, platforms, economics, and publisher expectations. If you don’t grasp the industry’s moving parts, you’re not ready to pitch.
The Decline of Paper Pitches – What Publishers Expect in 2025:
The days of signing deals off a PowerPoint are gone. Publishers now expect a playable prototype—ideally with both core mechanics and a polished visual style (“beauty corner”).
In fact, some publishers won’t even look at a project unless it’s nearing vertical slice or post-alpha. Why? Risk aversion. Too many failed veteran studios and underwhelming triple-A launches have made publishers wary. Showing—rather than telling—is how you cut through the noise.
Understanding Publisher Fit – Doing Your Homework:
Yves dropped a sobering stat: Focus receives between 3,000 and 4,000 pitches per year. The majority? Completely off the mark. Mobile, NFT, pixel-art games—none of which Focus supports.
Before you pitch, research the publisher’s portfolio. If they don’t publish your genre, platform, or aesthetic, you’re wasting everyone’s time (especially yours).
Standout Pitches – What Publishers Are Really Looking For:
Beyond the game, publishers are investing in teams. They’re looking for:
- A strong human connection—can we see ourselves working with this studio for years?
- A unique angle—whether that’s gameplay, tone, or visual style.
- A sense of professionalism and structure—does this team know how to finish a game?
In fact, sometimes a good-but-not-great game will get signed simply because the team is that strong.
The Importance of Personal Connections and Conferences:
Here’s a bombshell: Focus has never signed a game based solely on a cold email.
Most deals originate at events—GDC, Gamescom, or even smaller local conferences. Yves stressed that in-person interactions remain the best way to stand out. Developers who can clearly express their vision face-to-face often have the edge.
Can’t make it to LA? Don’t worry. There are viable events in nearly every region—from Peru to South Africa to Romania. Don’t overlook local opportunities.
Red Flags and Mistakes to Avoid in Your Pitch Deck:
Yves called out some major missteps:
- Misaligned pitches: Emailing 200 publishers with “Dear Jay” and referencing the wrong company or game.
- Bad financials: If your deck suggests you’ll keep 100% of sales revenue, you clearly don’t understand platform fees, VAT, or currency conversion.
- Terrible benchmarks: Comparing your indie game to Elden Ring is laughable. Use realistic comparables—one successful, one average, and one failure (with reasons why yours won’t fail).
Post-Launch Strategy, Why It Matters to Publishers:
Publishers want to know what happens after launch—especially in the first 3 months. That’s when QA, bug fixes, and patches matter most. Planning for post-launch polish isn’t optional.
Not every game needs long-term live content, but if yours does (e.g., roguelikes, sandbox titles), your pitch should reflect realistic content pipelines—without crunching your team into burnout.
Competition Mapping, How to Benchmark Like a Pro:
The “Competition & Benchmark” slide is where most studios fail—and where the best ones shine.
- Compare your game only to titles with similar genre, scope, and audience.
- Include examples that sold well, averaged out, and flopped—and analyze why.
- Be honest about your game’s weaknesses and how you’ll overcome them.
Doing this well shows business savvy and situational awareness—both rare and valuable traits.
Realistic Sales Forecasts, Going Beyond Hope and Hype:
Your projections need to be grounded. Use a vertical and horizontal approach:
- Vertical: Are you meeting core expectations for your genre?
- Horizontal: How do you compare to 2–3 peer games in terms of art, marketing, and innovation?
If you claim your game will sell 20 million copies based on “melee combat like Elden Ring,” you’ve already lost the pitch.
Service Providers, How to Stand Out in a Crowded Market:
Yves acknowledged the uphill battle service providers face. The market is saturated, and most publishers already have a shortlist.
His advice?
- Expand your outreach—target self-publishing developers, not just big publishers.
- Prove your value—show work samples, case studies, and how you’ve helped similar games succeed.
- Build relationships—volume matters, but trust matters more.
The Art of the Long Game, Building Relationships with Publishers:
One of Focus’s upcoming releases began as a pitch… in 2020. The studio changed, the game changed, and even the publisher contact changed (Yves wasn’t at Focus yet!). But persistence paid off.
Good publishers don’t forget promising teams. Sometimes it just takes time—and a better version of your game—to close the deal.
Innovation and Humility, Lessons from Industry Legends:
Yves shared one of the best pitches he’s ever seen: a project led by Warren Spector. Despite his legendary status, Warren credited a younger team member for a groundbreaking idea—and had the humility to be overruled.
Lesson? No matter your experience, good ideas can come from anywhere, and teamwork is the real magic behind innovation.
Conclusion, State of Pitching in 2025 Requires More Than Just a Good Idea:
The state of pitching in 2025 is more demanding—but also more rewarding. You can’t just roll in with a concept and charm. You need:
- A compelling vision.
- A polished prototype.
- Realistic financials.
- Competitive benchmarks.
- And above all, a team that publishers trust and want to support.
Pitching isn’t just about your game—it’s about your professionalism, preparedness, and persistence. Do your homework, show your passion, and be ready for the long game.
Want more insights like this?
Watch the full episode on YouTube or hop into the IndieGameBusiness® Discord to connect with Yves and other industry pros. And don’t miss our next IndieGameBusiness® Sessions this September—featuring expert talks on funding and running your indie studio!
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