Indie Game Marketing Strategy – What Actually Drives Game Sales:

Viral moments feel like the goal. A clip blows up on TikTok, a streamer picks up your game, and suddenly everyone knows it exists. But awareness alone does not pay for the next project. Sales do, and sales require more than hype.

Eleni Sagredos, a growth marketer who has worked with indie studios, publishers, and large-scale creator campaigns, joined Dan Long on the IndieGameBusiness® podcast to break down what actually moves players from discovery to purchase. What she described is a structured, measurable system that most indie developers either do not know about or are only partially using.

What Growth Marketing Actually Means:

The term growth marketing gets used loosely, so Eleni started with a clear definition. Growth marketing is not just paid advertising or social media management. It is an understanding of the full customer journey, specifically where a player is in that journey at any given moment and which actions will move them to the next stage.

The practical implication is that marketing channels are not interchangeable. TikTok, email, press, paid ads, and influencer partnerships all serve different functions depending on where a player is in the buying process. When developers say a particular channel does not work, Eleni’s first question is always: does not work for what goal? The channel may be perfectly functional, just applied at the wrong stage of the funnel.

The Marketing Funnel and How It Applies to Games:

Eleni walked through the three stages of the marketing funnel and how each one maps to the game buying journey:

• Top of funnel: Awareness. This is where players first discover that your game exists. Content that stops the scroll, a viral clip, a striking visual, a gameplay moment that spreads organically. The goal is reach and discovery, not conversion. Channels that work here include TikTok, YouTube Shorts, and organic social posts.

• Middle of funnel: Consideration. The player has seen the game but has not committed. Now the goal is to build trust. When someone sees a viral clip and gets curious, they typically Google the game next. What they find at that moment determines whether they move forward. Reviews, press coverage, social proof, and consistent community presence all contribute here.

• Bottom of funnel: Conversion. This is where awareness turns into a wishlist add or a purchase. The Steam page is the primary conversion point for most indie games. A strong capsule image and a gameplay-first video carry enormous weight at this stage. Eleni stressed the distinction between a trailer and a gameplay video. She skips through trailers looking for actual gameplay, and so do most players.

Understanding which stage you are trying to influence at any given moment changes how you evaluate whether your marketing is working. A TikTok that gets a million views is not a failure if it does not immediately convert to sales. It is doing top-of-funnel work. The question is whether your mid and bottom-funnel systems are in place to catch the people it sends your way.

Why Indie Game Marketing Strategy Hype Alone Does Not Drive Sales:

A lot of developers look at a game that went viral and attribute its success entirely to the viral moment. Eleni’s point is that this misreads the situation. The viral moment is visible. What is not visible is everything else that happened simultaneously or shortly after: the press coverage, the review scores, the gameplay footage, the community response on social media. All of those elements work together to convert awareness into purchases.

Focusing only on creating a viral moment while neglecting the rest of the funnel means that when attention does arrive, there is nothing in place to convert it. Players who discover your game and then find no reviews, no active social presence, no gameplay footage, and a weak Steam page will move on. The hype dissipates and the sales never materialize.

The Steam Page as Your Most Important Conversion Tool:

Eleni emphasized the Steam page as the place where purchasing decisions actually get made. Everything above it in the funnel is driving traffic to that page. What players find when they arrive determines what happens next.

The two elements that carry the most weight on a Steam page:

• The capsule image. This is the first impression. It needs to communicate genre, tone, and visual identity instantly. A weak capsule image costs you players before they ever read a single word about the game.

• The video. Eleni was direct: put gameplay at the start. Not a cinematic. Not a tone piece. Actual gameplay. Players are evaluating whether this is something they want to spend time with, and the fastest way to show them that is to show them playing it. Trailers that bury gameplay or avoid showing it altogether create doubt rather than excitement.

The rest of the Steam page, the description, the tags, the screenshots, all matter. But the capsule and the video are the gatekeepers. If those do not land, most players will not read far enough to be influenced by anything else.

Social Proof and Why It Has to Come Before Launch:

One of Eleni’s strongest recommendations was to start building social proof at least six months before launch. The reasoning is straightforward: when a player hears about your game at launch and gets curious, they investigate. What they find during that investigation either builds confidence or raises doubts.

Social proof in this context means more than social media follower counts. It includes:

• Press coverage and articles about the game
• Review scores and written reviews from any source
• Community discussion on Reddit, Discord, and social platforms
• Creator content showing real gameplay
• Wishlists as a signal that other people have already decided this looks worth trying

If none of that exists when a player goes looking, the game feels like a risk. Players who are on the fence will not take that risk. They will move on to something with more visible validation.

Starting early is not about spending money on paid promotion six months out. It is about building the foundation of trust that launch-day marketing will rely on. Press outreach, community building, creator relationships, and organic content all take time to develop. Starting at launch is too late.

Email and Social as the Foundation of a Marketing System:

When asked where to invest limited marketing resources, Eleni did not point to paid ads or a single platform. She pointed to email and social, specifically because they are channels the developer controls.

Her reasoning on email:

• Email consistently delivers one of the highest ROI of any marketing channel
• A newsletter audience is a warm audience that has already opted in
• Unlike social algorithms, email reaches the people who signed up directly
• Email covers more than newsletters. Creator outreach and press outreach both run through email, making it a multi-purpose channel

Her guidance on when to send emails was practical: only reach out when you have something specific to say. A message that opens with a clear call to action, a playtest invitation, a launch announcement, an exclusive key offer for creators, will perform. A message that opens with a general check-in will get ignored and eventually filtered out.

On social, she recommended posting with intention rather than volume. Each post should have a clear sense of where in the funnel it belongs and what it is trying to accomplish. Posting regularly without that clarity produces content that exists but does not move anyone closer to a purchase.

Working With Creators and Influencers:

Creators are part of the picture, but not a substitute for the full system. Eleni has worked with major creators including Markiplier, and she confirmed that large creators do move the needle when the fit is right. She has also run press outreach campaigns to more than a hundred smaller creators simultaneously, which takes more time to manage but produces a different kind of result.

The distinction she drew between large and small creators is worth understanding:

• Large creators often have parasocial audiences who will act on recommendations with genuine conviction. A well-placed video from the right large creator can produce a significant and fast sales spike. The risk is cost and fit. A poorly matched large creator campaign can produce almost nothing despite significant spend.
• Small creators tend to have more engaged, interactive communities. A creator with a hundred viewers who genuinely talks with their audience can produce higher conversion rates per viewer than a creator with a thousand viewers who broadcasts rather than interacts. The tradeoff is scale and management time.

Her overall recommendation was to work with a mix, calibrated to the size and capacity of your team. If you are a solo developer managing marketing alongside production, working with a handful of creators across different size tiers is more sustainable than coordinating a hundred-person outreach campaign.

What to Do on LinkedIn as a Game Developer:

Eleni mentioned LinkedIn as an underused channel for game developers, particularly for building industry credibility and reaching press and creator contacts directly. Her observation on what performs there:

• Posts that establish authority by connecting with other industry professionals and documenting real events and relationships
• Free, practical marketing information shared openly without a sales pitch
• Content framed around informing rather than entertaining, which fits how LinkedIn audiences use the platform

LinkedIn is not where you will find players, but it is where you will find press contacts, potential collaborators, publisher representatives, and the kind of industry relationships that support the rest of your marketing work.

Final Advice for Indie Developers on Indie Game Marketing Strategy:

Eleni’s single most important piece of advice for indie developers marketing their games:

Start early. Build social proof before launch. When players hear about your game for the first time, they will look for evidence that other people have already decided it is worth their attention. Your job in the months before launch is to make sure that evidence exists.

Want more insights like this?:

Join us for our IndieGameBusiness Deep Dive, taking place on May 27th from 9am – 5pm Eastern or hop into the IndieGameBusiness® Discord to connect with Eleni and other industry pros.

The IndieGameBusiness® podcast drops new episodes regularly, covering the business side of making and selling games. Subscribe to the newsletter to get episodes, Discord events, and industry news straight to your inbox. Subscribe now

Building MeetToMatch and Game Industry Networking – A Conversation With Fedor van Herpen:

Some of the most useful businesses in the games industry did not start with a grand vision. They started with someone trying to solve an immediate, practical problem. That is more or less the origin story of MeetToMatch, the matchmaking platform that has become a fixture of major games industry conferences around the world.

Fedor van Herpen, one of MeetToMatch‘s co-founders, joined Jay Powell on the IndieGameBusiness podcast for a candid conversation about how the platform came to be, what the acquisition by ONESP means for the company’s future, how conferences have shifted since COVID, and what developers need to understand about networking and pitching in the current market.

How MeetToMatch Started From an Intern and a Spreadsheet:

Fedor did not plan to be in the games industry. His original goal was a corporate internship at Shell, the oil company. When that fell through, he scrambled to find something else and landed at a Dutch conference called the Festival of Games in Utrecht. He went in with no expectations and found that he genuinely liked the work.

The problem he encountered there was a familiar one for anyone who has tried to coordinate meetings at a large event. The first year the conference attempted to facilitate networking between attendees, they did it in an Excel spreadsheet. It did not go well. Fedor and his eventual co-founder Ansgar, who was his manager at the time, built a matchmaking platform to replace the spreadsheet and solve the problem properly.

That solution became MeetToMatch. Years later, Ansgar and Fedor are still running it together, with Ansgar occasionally reminding Fedor that he used to be the intern. The platform has since become one of the standard tools used at major games conferences to connect developers, publishers, investors, and service providers.

The ONESP Acquisition and What It Actually Changed:

Earlier this year, MeetToMatch was acquired by ONESP, which stands for One Shared Passion. ONESP is a group of companies focused on games and consumer technology, with operations spanning PR and marketing, VR development, retail marketing, and influencer management. The acquisition took MeetToMatch from a team of ten to being part of a five hundred person organization.

Fedor was candid about what that transition has and has not changed. The day to day operation of MeetToMatch remains largely the same. ONESP has been hands off, telling Fedor and his team to keep running the business and focus on growth. What has genuinely shifted is the access to people and ideas. Directors from other companies within the group reach out regularly now with collaboration proposals or requests for help. And perhaps more importantly, Fedor and Ansgar are no longer two founders on an island when they need to think through a difficult decision. They now have a network of other company leaders within ONESP they can speak to in confidence.

That shift from isolated ownership to being part of a broader organization, while still retaining operational control, is a meaningful change for anyone who has run a small company. The business decisions are still theirs, but the support structure around those decisions is significantly deeper.

How Game Industry Conferences Changed After COVID:

Jay asked Fedor to reflect on how the conference and event market has evolved from pre-pandemic to now, and the answer was more nuanced than a simple return to normal.

On attendee behavior, Fedor said things look largely the same as pre-pandemic. People want to meet in person. Virtual conferences, which had a genuine moment during the COVID years, have largely lost their appeal now that in-person events are accessible again. The appetite for online-only professional events has dropped significantly.

What has changed is the type of event people prefer. Fedor observed that attendees are gravitating toward smaller, more intimate conferences over the massive shows. The big events still have value, particularly for building broad visibility and meeting a wide range of contacts in a short period. But the preference for focused, relationship-driven gatherings has grown noticeably.

He also noted that the business model around conferences has shifted. Sponsors are more cautious and more selective. They are not writing checks for conferences just to have their name attached. They want to see clear evidence of return on investment. This has created real pressure on conference organizers, who have to demonstrate value to sponsors in concrete terms rather than relying on the general goodwill and promotional instincts that used to drive sponsorship decisions.

The Real Value of In-Person Networking for Indie Developers:

One of the most instructive parts of the conversation was the dynamic between Jay and Fedor themselves. Jay told Fedor on the podcast that MeetToMatch had effectively ended one of his early business lines. He and his team used to be hired by government agencies and other organizations to coordinate their meetings at GDC and Gamescom. When MeetToMatch became widely used, the need for that service evaporated.

Rather than any tension in that story, it illustrated something important about how the games industry actually operates at the conference level. Jay’s reaction at the time was not frustration but pragmatism: why would anyone pay for something that a better tool now does automatically? That kind of honest market assessment is what professional networking in this industry tends to look like.

The conversation also touched on what makes games industry networking distinct. Fedor and Jay described a culture where developers, publishers, and service providers are genuinely rooting for the broader industry to succeed. A developer without a publishing deal is more likely to be pointed toward a publisher that is a good fit than to be left without help. There is competitive tension at the business level, but at the conference floor level, the prevailing attitude is collaborative.

That culture is part of what makes the games conference circuit worth investing in for indie developers. It is not a scene where you are competing against everyone in the room. It is one where most people in the room have some interest in seeing good games find their audience.

When Should Developers Start Submitting Games to Festivals and Events?:

A question came in during the live session from the IndieGameBusiness Discord asking about the right moment to submit a game to festivals and what level of polish those events actually expect. Both Fedor and Jay addressed it directly.

Fedor’s position was that developers need at minimum a playable demo or vertical slice, something that lets people experience the core game loop with actual design in place. Not placeholder art, not a prototype held together with concept sketches, but something that communicates what the game actually is and feels like to play.

Jay added an important distinction between two different audiences: publishers and investors on one hand, and the public on the other. A build that crashes or has visible bugs can be acceptable when you are showing it to a publisher or investor who understands the development process and can look past surface issues to evaluate the core concept. The same build shown to players at a public event is a different situation entirely. Your audience at a public showcase does not have the context to look past instability. They need something that is fun and stable enough to represent the game honestly.

His overall recommendation was to submit often, across the many events and festivals available throughout the year on and off Steam. The opportunity to get your game in front of people is too valuable to wait for perfection. But whatever you submit publicly needs to have a genuinely fun core loop and be stable enough that it does not damage the impression a player forms in those first few minutes with the game.

What Happens When Developers Acquire Existing IP:

The second Discord question touched on acquiring intellectual property from an original creator, which is a situation that comes up more often than many developers expect, particularly with retro or dormant game properties.

Fedor’s core point was that when you take on existing IP, the audience attached to that IP comes with it and brings expectations. The new game needs to respect what players loved about the original property. If your reimagined version strips out the elements that defined the original and only keeps the name and visual brand, you have the IP but you do not have the goodwill that was supposed to come with it.

Jay reinforced this from the publishing perspective. There are many examples of classic games being relaunched or reimagined that bear little resemblance to what made the original work. Players who show up for a beloved IP and find that the new version has discarded everything they cared about do not become fans of the new game. They become critics of it. If you are going to acquire and build on existing IP, faithfulness to the core experience of the original is not optional.

The Broader Case for Conferences as a Business Tool:

One thread running through the entire conversation was that conferences, done right, are not just networking opportunities. They are a place where real business relationships form over time, where candid conversations happen that would not happen over email, and where the informal moments often produce more value than the scheduled meetings.

Fedor and Jay’s own friendship is a product of years of showing up at the same events. They have competed for the same contracts without animosity, supported each other through difficult periods in their businesses, and built the kind of trust that only comes from repeated in-person contact over a long time.

For indie developers trying to find publishers, investors, co-developers, or simply mentors who have navigated similar challenges, that model of sustained conference presence is worth taking seriously. A single GDC or Gamescom trip is rarely transformative. But a developer who shows up consistently, has something worth showing, and treats every conversation as a long-term relationship investment will build a network that pays off in ways that are hard to manufacture any other way.

Where to Find MeetToMatch:

MeetToMatch is available through the conferences and events that use the platform for attendee matchmaking. Developers looking to get the most out of their conference presence can use MeetToMatch to pre-schedule meetings and identify the right contacts before they arrive, rather than spending the first day of an event figuring out who they need to talk to.

Want more insights like this?:

Join us for our IndieGameBusiness Deep Dive, taking place on May 27th from 9am – 5pm Eastern or hop into the IndieGameBusiness® Discord to connect with Fedor and other industry pros.

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

Why Indies Should Care About Web Gaming:

Most indie developers think about Steam. Some think about mobile. Very few think about the web, and that gap represents a real missed opportunity that Romy Halfweeg, a developer relations specialist at Poki, laid out clearly on the Indie Game Business podcast with host Dan Long.
Poki is the current market leader in web gaming, with 90 million monthly players and 100 billion gameplays each month. That is not a niche audience. That is a platform with serious reach, and most indie developers are not paying attention to it.

What Poki Is and Why Web Gaming Is Growing:

Poki is a Dutch company based in Amsterdam. It operates poki.com, a platform where players can play HTML5 games directly in the browser, no download required, no account needed. Poki made the switch from Flash to HTML5 in 2015, three years before the Flash shutdown in 2018, which put them in a strong position when the rest of the web scrambled to catch up.

Beyond dedicated gaming platforms, HTML5 games are being integrated into apps and services that were never primarily about gaming. WeChat in China has built gaming into its all-in-one app. A banking app in Korea lets players run a quick game while waiting for a payment to process. DiDi, China’s ride-hailing app, offers players an HTML5 game while they wait for their car to arrive.

The growth is being driven by a younger audience that is used to instant access to content. Downloading an app, watching an ad, and then trying a game is not how this generation consumes content. They expect to click a link and be playing within seconds. Browser games fit that expectation perfectly.

Is Web Gaming Actually Right for Your Game?:

Romy was direct about this: web gaming is not the right fit for every developer or every game. Before you port anything or start a new project for the web, you need to be honest about what you are making.

Web gaming is a strong fit if your game has these characteristics:

• Simple, accessible mechanics that players can grasp within seconds
• Short session lengths, where a player can get value from a two to five minute play
• Low file size that loads quickly in a browser
• Broad genre appeal such as casual, arcade, puzzle, idle, or hyper-casual
• No need for extended narrative, complex controls, or deep progression systems

Web gaming is a poor fit if your game requires:

• Elaborate story systems or narrative depth
• Complex control schemes that do not translate to browser play
• Long session investment before the player gets value
• Heavy file sizes that create slow load times

If your concept requires players to commit significant time and attention before it pays off, the web audience will not wait for that. They will click away within the first few minutes.

How Much Money Can Indie Developers Actually Make on Web?:

This is the question every developer wants a real answer to, and Romy gave one. The honest version is that revenue on web depends heavily on genre, update frequency, and how long the game has been live. But for a first web game, developers can realistically expect somewhere between five hundred and three thousand dollars per month.

That is not the same ceiling as a breakout Steam release. A hit game on Steam can generate millions in a matter of months. On web, hitting that level takes longer and typically requires multiple successful games building a cumulative audience over time.

The revenue model on platforms like Poki is advertising-based. Developers earn through revenue share on ads shown during gameplay, which means:

• High session time drives higher revenue
• Games that retain players and get replayed accumulate more ad impressions
• Genre matters significantly, since casual games tend to have higher replay rates than single-run experiences
• Updates that bring players back extend the earning period of a game

Poki also offers licensing deals, where they pay a developer upfront or on an ongoing basis to have a game exclusively or primarily on their platform. These deals are not publicly standardized, but they represent an option beyond pure ad revenue share for games that Poki wants to feature prominently.

What Poki Actually Looks for When Reviewing Games:

Romy explained that Poki reviews every game submitted to their platform before it goes live. They are not running an open marketplace where anything gets published. The team plays the game and evaluates it against a set of standards that prioritize player experience.

The things that matter most to Poki during review:

• Retention: Do players stay? Do they come back? This is the single most important metric.
• First-session experience: Can a player understand and enjoy the game within the first three minutes without dying or failing?
• File size: Games need to load fast. Large files are a dealbreaker for browser-based audiences.
• Polish: The game should feel complete, not like a prototype. That does not mean it needs to be complex, but what is there should feel intentional and finished.
• Mobile compatibility: Poki’s audience plays significantly on mobile browsers, so touch controls matter.

On the retention point, Romy stressed that the first three minutes of a game are critical. Players who die or fail within those first minutes will not stick around to give the game another chance. They will simply move on to the next one. The web audience has no patience for a steep early learning curve.

Her specific advice: in the first three minutes, players should not be able to die. Hand-holding at the start is not a design weakness for web games, it is a necessity. Once a player is past that initial window and has decided they like the game, difficulty can increase. But during those first few minutes, the game should be convincing the player to stay, not punishing them for being new.

The File Size Problem Most Developers Underestimate:

One of the most practical pieces of advice Romy shared is something developers often overlook until it becomes a problem: file size.

The web audience expects instant play. If a game takes more than a few seconds to load, a significant portion of potential players will leave before they ever see the title screen. This is not a user experience preference, it is a behavioral pattern baked into how people use the web.

• Keep total game file size under 30 MB where possible
• Optimize all assets aggressively before export
• Test load times on a standard connection, not just your developer machine
• Prioritize loading the core gameplay loop first so players can start playing before all assets are fully loaded if possible

Audience Demographics and What They Tell You About Game Design:

Romy described some of the audience behaviors and preferences that affect what games succeed on the platform:

• The audience is accustomed to short-form content and instant gratification. Games that deliver fun quickly outperform games that require setup time.
• Girl-skewing audiences on Poki respond well to creativity and self-expression. Dress-up games, character customization, and games with no win condition but open creative space perform well with this segment.
• Multiplayer games benefit significantly from avatar customization. Players want to express themselves and be recognized within the game.
• Puzzle games work on web, but not overly complex ones. The puzzle difficulty curve should stay accessible for longer than it might on a platform where the audience has made a deliberate, high-investment choice to be there.

Understanding the audience means understanding that web players have not necessarily decided they want to play a game when they land on it. Many of them arrived through a link, a search, or a recommendation and are still deciding whether to commit. The game has to earn that commitment quickly.

Where Web Gaming Is Headed:

Romy’s view on the near future of web gaming is that the pattern already visible in 2024 and 2025 will continue and accelerate. More platforms and apps will integrate HTML5 games as a natural part of their user experience, not as a gaming product but as a utility. Games to fill waiting time, games embedded in apps, games triggered by real-world events like being on hold with customer service or waiting for a delivery.

At the same time, dedicated web gaming platforms like Poki and Crazy Games will continue to grow a player base that comes specifically to play games on the web. Romy sees the space splitting into two distinct player types:

• Players who encounter games incidentally through apps and platforms where gaming is not the primary purpose
• Players who seek out web gaming specifically and want a deeper, more intentional experience from a dedicated platform

Both represent audiences for indie developers. The first group rewards ultra-simple, frictionless games that require no context to enjoy. The second group is more willing to invest time in a game that has more going on, as long as the first-session experience is still smooth.

The international angle is worth noting for developers thinking about reach. Poki’s 90 million monthly players are globally distributed. Web games are inherently cross-platform and cross-region in a way that app store games are not. A game that performs on Poki has potential reach across markets that would require significant localization and platform investment to access through traditional publishing routes.

Practical Advice for Your First Web Game:

If you are building your first web game, Romy’s advice is consistent and practical: start small, keep the scope tight, and treat it as a learning exercise.

The bar to publish on web is lower than on Steam or in app stores, not in terms of quality, but in terms of what constitutes a complete experience. A game built around a single mechanic that is executed well is a legitimate web game. You do not need secondary gameplay loops, a progression system, or a narrative arc for a web game to succeed.

Key principles for your first web game:

• Build something you can finish in a month or less
• Focus on one core mechanic and make it feel good
• Add game feel through juice: effects, sound, responsive feedback when buttons are pressed or actions happen
• Make sure the first three minutes do not punish the player
• Keep file size as small as possible
• Test on mobile before you submit
• Ship a version that works, then update it based on player data

The Bottom Line for Indie Developers:

Web gaming is not a replacement for Steam or mobile. It is its own platform with its own audience, its own standards, and its own revenue model. For developers who build the right kind of game, it represents a real distribution channel with 90 million monthly players and significantly less competition than established stores.

The barrier to entry is lower than most other platforms, both technically and in terms of what the audience expects from a first release. A small, polished, fast-loading game built around a single strong mechanic has a genuine shot at finding an audience on the web.

Want more insights like this?:

Join us for our IndieGameBusiness Deep Dive, taking place on May 27th from 9am – 5pm Eastern or hop into the IndieGameBusiness® Discord to connect with Romy and other industry pros.

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

Larry Kuperman’s Farewell Fireside Chat – Celebrating a Legacy in Gaming:

In an era where the gaming industry is both thriving and tumultuous, Larry Kuperman’s farewell chat stands as a beacon of reflection, gratitude, and insight. Hosted by Jay Powell and Mario Kroll, this heartfelt conversation encapsulates Kuperman’s thirty-year journey in gaming, his experiences, and the lessons learned along the way. As we delve into this conversation, we will explore the evolution of the gaming industry, the significance of mentorship, and the future of gaming as envisioned by its veterans.

A Special Occasion:

The podcast opens with the hosts celebrating a special day: Larry Kuperman’s retirement. Jay Powell expresses a mix of admiration and disbelief, noting that Kuperman is one of the few who has successfully navigated retirement in an industry known for its relentless pace. The conversation quickly turns into an emotional tribute as Kuperman reflects on his journey, discussing both the highs and lows of his career.

The Dark Times:

Kuperman shares a poignant story about his professional journey, particularly the challenges he faced before joining Night Dive Studios. He recalls feeling lost and rejected after being laid off from GameStop, a dark moment in his career that many in the industry can relate to. The candidness with which he discusses ageism in hiring practices resonates deeply, highlighting the hurdles faced by seasoned professionals in a rapidly evolving landscape.

The Power of Connection:

Acknowledging the Industry

As Kuperman expresses gratitude for the gaming industry that has been “very, very good” to him, he emphasizes the importance of connections made along the way. He recognizes the role of Mario Kroll and Jay Powell during his challenging times, underscoring the value of support systems in the workplace. This sentiment resonates with many in the industry, where collaboration often leads to innovative ideas and enduring friendships.

Building a Legacy

Kuperman’s contributions to the industry are noteworthy. From his early career to his tenure at Night Dive, he reflects on the projects he’s been part of, including significant titles that have shaped the gaming landscape. His belief in the power of mentorship and fostering creativity within teams is evident as he discusses how Night Dive became a model for remote work during the COVID-19 pandemic.

The Future of Gaming:

Embracing Change

The conversation shifts to the current state of the gaming industry and its future. Kuperman highlights the challenges faced by newcomers, emphasizing the importance of passion and resilience. He urges young professionals to be cautious when entering the industry, advising them to pursue their love for gaming while being aware of the harsh realities that often accompany it.

Opportunities for Growth

Despite the challenges, Kuperman remains optimistic about the future. He discusses the rise of indie games and the potential for smaller companies to thrive in a landscape dominated by mega-corporations. Kuperman’s vision for the future encourages a return to the roots of creativity and innovation, where passion drives the development of games that resonate with players.

The Importance of Mentorship:

Sharing Knowledge

Throughout the podcast, the importance of mentorship becomes a recurring theme. Kuperman reflects on the mentors who shaped his career and emphasizes the need for experienced professionals to guide the next generation. This call to action serves as a reminder that knowledge transfer is crucial for the continued evolution of the gaming industry.

Creating Communities

Kuperman’s commitment to community-building is evident as he discusses his involvement with the International Game Developers Association (IGDA) and other initiatives aimed at fostering collaboration among developers. His belief in the power of community is a testament to the idea that together, industry professionals can navigate challenges and celebrate successes.

Reflections on Retirement:

A New Chapter

As Kuperman transitions into retirement, he reflects on the mixed emotions of leaving behind a career that has defined him for decades. He acknowledges the bittersweet nature of saying goodbye but remains committed to staying active in the industry through mentorship and speaking engagements. This transition marks not an end, but a new beginning filled with opportunities to inspire and educate others.

Leaving a Legacy

In his farewell, Kuperman emphasizes the importance of leaving a positive legacy in the industry. He encourages current and future game developers to embrace their passion, strive for excellence, and build meaningful connections. His parting words serve as a rallying cry for those still in the trenches, reminding them that their work matters and that they have the power to shape the future of gaming.

Anecdotes and Reflections:

Larry Kuperman’s farewell fireside chat is more than just a goodbye; it is a celebration of a lifetime spent in the gaming industry. His insights, experiences, and lessons learned provide valuable guidance for both seasoned professionals and newcomers alike. As the gaming landscape continues to evolve, Kuperman’s legacy will undoubtedly inspire future generations to pursue their passions and contribute to the vibrant world of gaming.

Want more insights like this?:

Join us for our IndieGameBusiness Deep Dive, taking place on May 27th from 9am – 5pm Eastern or hop into the IndieGameBusiness® Discord to connect with Larry and other industry pros.

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

Why Indie Game Press Still Matters in 2026:

In 2026, getting Indie Game Press coverage as an indie developer is harder than it has ever been. Thousands of games launch each year across Steam, console storefronts, and emerging platforms, while media teams shrink, attention spans tighten, and algorithms increasingly dictate visibility. Yet despite these challenges, press coverage remains one of the most powerful credibility signals an indie game can earn.

In this episode of the IndieGameBusiness® podcast, host Dan Long sat down with Jade King, Lead Features Editor at TheGamer, to pull back the curtain on how games journalists actually work, how indie games get noticed, and what developers can do today to dramatically improve their chances of coverage. The conversation offered rare, candid insight into the realities of modern games media and the mistakes indie developers continue to make when pitching the press.

From Fan Blogs to Features Editor – Jade King’s Journey:

Jade King’s path into games journalism didn’t begin with prestige outlets or industry connections. Like many journalists, it started young, contributing to small blogs, reviewing anime, covering niche JRPGs, and gradually building a portfolio. While studying journalism at university in Brighton, Jade began freelancing for tech and gaming sites, eventually taking on more responsibility, attending events, and building industry relationships.

That gradual climb shaped how Jade approaches coverage today. Journalists are not faceless gatekeepers. They are players, writers, and fans who care deeply about the craft. But they also operate under intense constraints: deadlines, traffic targets, limited staff, and constant content pressure. Understanding this human context is essential for developers hoping to build productive press relationships.

What “Indie Game” Means in 2026:

A decade ago, “indie game” generally meant a small, self-funded project without a publisher. Today, the term is far more fluid. Games with dozens of developers, sizable budgets, and publishing partners are still labeled “indie,” while solo developers struggle to compete for attention in the same category.

From a press perspective, this creates tension. Larger “indie” titles often receive priority because they drive traffic, already have visibility, or resemble AAA releases in scope. Smaller projects, even excellent ones, risk being overshadowed unless they find a way to stand out.

For developers, this means relying on the “indie” label alone is no longer enough. You must clearly communicate why your game matters, what makes it unique, and why it deserves attention now.

How Indie Games Actually Reach Journalists:

According to Jade, indie games most often land on a journalist’s radar through a combination of factors:

• Steam visibility (wishlists, trending demos, Next Fest traction)
• Social media momentum
• Recommendations from trusted colleagues or developers
• Personal interest in a specific genre or theme
• Previous relationships with creators

Events like Steam Next Fest play a critical role, allowing journalists to quickly sample dozens of games without committing to full reviews. Demos that clearly communicate their appeal within minutes are far more likely to generate coverage than full releases buried in inboxes.

This reality underscores an important truth: press coverage is rarely a single moment. It’s the result of cumulative signals that tell journalists a game is worth their limited time.

The Reality of Journalists’ Inboxes:

One of the most eye-opening parts of the discussion was the sheer volume of emails journalists receive. Depending on the season, Jade may receive hundreds or even thousands of emails per day, many of them nearly identical press releases.

This makes it logistically impossible to read or respond to every pitch. Lack of response does not mean a journalist disliked your game. More often, it means they never saw it.

For developers, this means every detail matters:

• Subject lines
• Timing
• Brevity
• Visual assets
• Clarity of messaging

Your pitch must earn attention in seconds, not minutes.

Why Indie Pitches Fail Before They’re Read:

According to Jade, some of the most common pitch mistakes include:

• Sending messages through personal social media accounts (Instagram, Facebook)
• Writing overly long or unfocused emails
• Using all caps or spam-triggering language
• Failing to explain what the game actually is
• Assuming journalists “owe” coverage

Journalists value professionalism and boundaries. Cold DMs outside professional platforms often backfire, even when intentions are good. Email, LinkedIn, or professional social channels are far more appropriate.

What Makes a Pitch Stand Out:

A successful pitch does three things immediately:

1. Explains the game clearly
2. Shows why it’s unique
3. Makes coverage easy

Jade emphasized the importance of:

• A compelling subject line
• A short description with clear genre context
• High-quality screenshots or GIFs
• A trailer link
• Estimated playtime
• Demo availability

Comparisons can help — “X meets Y” — as long as they’re accurate and not overused. Most importantly, pitches should be concise. Journalists do not want essays; they want clarity.

Timing Is Everything:

Many indie developers unknowingly sabotage their pitches by sending them at the wrong time. Emails sent late Friday, over weekends, or during major industry events are likely to be buried by Monday morning.

Developers should research:

• The journalist’s time zone
• Typical working hours
• Industry calendars

A well-timed pitch can dramatically increase visibility, especially for smaller teams without PR support.

Building Relationships Without Forcing Them:

Developers often ask how to “build relationships” with Indie Game Press. Jade’s advice was clear: don’t force it. Commenting thoughtfully on articles, engaging professionally on LinkedIn or Bluesky, and respecting boundaries goes much further than aggressive outreach.

Once a relationship exists, through interviews, previews, or informal conversations, coverage becomes more natural. Journalists are more likely to champion games made by developers they trust and respect.

Reviews, Criticism, and Emotional Reality:

Negative reviews are difficult for developers, especially solo creators deeply invested in their work. But Jade emphasized that criticism is never personal. Journalists aim to be constructive, not cruel.

Importantly, many meaningful conversations happen before reviews are published, during previews, demos, and informal feedback sessions. Developers who engage openly often gain insights that improve their games long before launch.

Making Games “Fun” for Indie Game Press

One recurring theme was reducing friction. The easier it is to understand, play, and write about a game, the more likely journalists are to cover it. That means:

• Clear press kits
• Organized assets
• Accessible demos
• Honest communication

Press coverage is not a favor, it’s a collaboration. When developers respect journalists’ time, everyone benefits.

Social Media Is Part of the Equation:

While not every developer can manage multiple platforms, consistent social presence matters. Posting gameplay clips, GIFs, dev insights, and participating in indie spotlight hashtags can slowly build awareness.

Press coverage rarely exists in isolation, it’s amplified by community engagement, creator interest, and ongoing visibility.

Why You Should Never Force Coverage:

One of the fastest ways to lose a journalist’s interest is attempting to dictate coverage or headlines. Press autonomy matters. Developers should present their game, not script its narrative.

When coverage feels earned, it’s stronger, more authentic, and more impactful.

Final Advice for Indie Developers in 2026:

Jade’s closing advice to developers was simple but powerful:

• Be yourself
• Be confident in your idea
• Learn from rejection
• Keep going

Press coverage is unpredictable, but not impossible. Developers who treat journalists as collaborators rather than obstacles stand the best chance of being seen.

Anecdotes and Reflections:

The indie game landscape is crowded, competitive, and often discouraging. But as this conversation made clear, journalists still care deeply about discovering great games and sharing meaningful stories.

For developers willing to do the work, refining pitches, building relationships, and respecting the realities of modern media, press coverage remains a powerful tool for visibility and long-term success.

In 2026, indie games don’t just need to be good. They need to be understood, and that starts with how you tell your story.

Want more insights like this?:

Join us for our IndieGameBusiness Sessions, taking place on February 18th from 9am – 5pm Eastern or hop into the IndieGameBusiness® Discord to connect with Jade and other industry pros.

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

Indie game marketing: Breaking through the noise in today’s crowded games market is one of the hardest challenges indie developers face. Great games fail every year—not because they lack quality, but because players never hear about them. In an episode of the IndieGameBusiness® podcast, host Jay Powell sits down with Kyle Blessing, Brand Manager at Apogee Entertainment, to unpack how indie games actually get noticed in a modern marketing landscape.

Kyle brings a rare perspective to the conversation. His path into the industry spans radio, content creation, influencer culture, and now publishing—giving him firsthand insight into how attention is earned, lost, and converted. What follows is a grounded, practical look at indie game marketing without gimmicks, inflated budgets, or wishful thinking.

From Radio Waves to Indie game marketing – Kyle Blessing’s Unconventional Path:

Kyle’s journey into games didn’t start in development or publishing, it began in radio. Working on-air and behind the scenes taught him essential skills that many developers overlook: audience awareness, pacing, messaging, and consistency. These foundations later translated naturally into YouTube content creation, livestreaming, and eventually full-time work in the games industry.

As a content creator, Kyle experienced the volatility of platform algorithms firsthand. He learned that visibility isn’t permanent, audiences shift quickly, and momentum must be constantly rebuilt. That lived experience now informs how he approaches marketing at Apogee: with urgency, empathy for creators, and a deep understanding of how attention actually works.

Why Most Indie Games Struggle to Be Seen:

One of the most common mistakes indie developers make is assuming that a Steam page launch, a single tweet, or one trailer release is enough. Kyle is blunt about this reality: it isn’t.

Marketing is repetition, not announcement. Developers often underestimate how few people actually see a single post. Algorithms gate visibility, and unless developers consistently show up, their games vanish into the noise.

Indie marketing success comes from sustained presence, posting gameplay repeatedly, experimenting with formats, and learning what resonates over time.

Content Creators Are Not Optional – They’re Essential:

Few topics generate stronger opinions than content creators, and Kyle speaks from both sides of the relationship. He emphasizes that having someone play your game on Twitch or YouTube is the most valuable free marketing an indie developer can receive.

While some creators require paid activations, especially at the top tier, many are genuinely interested in discovering new games. The key is respect and relevance. Developers should never dismiss creators as “free promotion,” nor should they expect coverage without effort.

Marketing success often comes when a game organically spreads through creator ecosystems, especially when players begin creating content without being asked.

Finding the Right Streamers Without a Budget:

Kyle outlines a hands-on approach to creator outreach that doesn’t rely on costly platforms. By researching games with similar genres, tones, or audiences, developers can identify creators who already play content like theirs.

The process is time-consuming but effective:

• Research similar games
• Identify creators who played them
• Personalize outreach emails
• Offer value without entitlement

Personalization matters. A short, thoughtful opening line referencing a creator’s content can make the difference between a deleted email and a meaningful connection.

Paid Activations vs. Organic Coverage:

While paid creator campaigns have their place, Kyle cautions against assuming they’re required for success. Many indie hits grow through unpaid coverage, especially when the game naturally fits a creator’s content style.

Agencies often act as gatekeepers, sometimes blocking access unless payment is involved. Kyle calls this out as a growing industry issue—one that disproportionately harms indies with limited budgets.

Developers should understand that not every “no budget” response closes a door permanently. Honest communication builds long-term relationships that can pay off later.

When Games Go Viral and Why That’s Not the Finish Line:

Kyle shares examples of games that exploded on platforms like TikTok, generating hundreds of millions of views. But viral moments don’t always convert directly into sales.

Instead of chasing one-off hits, developers should analyze what worked and repeat it strategically:

• Repost successful clips
• Change video starting points
• Adjust captions and pacing
• Repurpose content across platforms

Sustained visibility, not a single viral post, is what turns attention into wishlists and long-term sales.

Social Media Isn’t About Perfection:

One of the most counterintuitive lessons Kyle shares is that lower-effort content frequently outperforms polished posts, especially on platforms like Twitter/X.

Developers often overthink captions, visuals, and tone. But audiences respond to immediacy and authenticity. Showing raw gameplay, imperfect clips, or experimental posts can outperform carefully curated marketing assets.

The key is consistency and experimentation, not perfection.

Hashtags, Algorithms, and the Myth of Discovery:

Kyle challenges the assumption that hashtags improve reach. In many cases, excessive hashtags box developers into insular dev-only circles, limiting broader discovery.

Instead, he recommends focusing on strong visuals, compelling hooks in the first few seconds, and clear gameplay moments that immediately communicate why a game is interesting.

Algorithms reward engagement, not categorization.

Early Indie game marketing Starts Earlier Than You Think:

For teams still building their first playable versions, Kyle recommends starting early:

• Create social accounts
• Post gameplay clips regularly
• Build an audience alongside development
• Let brand voice evolve organically

There’s no requirement to be perfect on day one. In fact, early-stage marketing allows developers to find what resonates before launch pressure sets in.

The Real Takeaway – Indie Marketing Is a Long Game:

Indie games don’t fail because they lack talent—they fail because they disappear. Kyle’s insights reinforce a core truth: marketing is not a single campaign, post, or trailer. It’s an ongoing process of showing up, learning, adapting, and engaging with players and creators alike.

Success comes from being scrappy, patient, and human. Developers who embrace that mindset dramatically increase their chances of being noticed, and remembered.

Anecdotes and Reflections:

The indie games that succeed aren’t always the ones with the biggest budgets. They’re the ones that understand attention, respect communities, and commit to consistent storytelling around their game.

As this IndieGameBusiness® conversation makes clear, getting noticed isn’t about luck, it’s about learning how visibility actually works and doing the work to earn it.

Want more insights like this?:

Join us for our IndieGameBusiness Sessions, taking place on February 18th from 9am – 5pm Eastern or hop into the IndieGameBusiness® Discord to connect with Kyle and other industry pros.

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

The IndieGameBusiness® 2026 Battle Pass gives you access to the remaining 2026 lineup at a reduced price that continues to decrease as each event takes place.

Originally, the pass covered four events and two Masterclasses for $189 USD, which was a 30% savings off the full $276 value. Since the February Session has already happened, the price now reflects the remaining events. As each event passes, the cost adjusts so you are only paying for what is left. Grab your ticket for just $152 USD Today!

You’ll still receive full access to expert talks, practical workshops, and direct industry insight designed for developers, publishers, and service providers. You will also receive two days of MeetToMatch access during the September IGB Session to connect directly with industry professionals.

What You Get with the IndieGameBusiness® 2026 Battle Pass:

When you grab the Battle Pass, you unlock:

• 3 live IndieGameBusiness® events
• 2 professional Masterclasses
• Two full days of MeetToMatch access during our September IGB Sessions
• A full year of expert talks, actionable workshops, and direct industry insight

Everything is streamed online across YouTube, Twitch, and LinkedIn, so you can attend from anywhere without burning travel money or PTO.

2026 Event Lineup at a Glance:

Included Events

• IGB Session & MeetToMatch | Feb 18 COMPLETED
  From Pitch to Partnership
• Deep Dive | May 27
  Building Strong Publishing Partnerships
• IGB Session & MeetToMatch | Sept 30
  The Path from Storefront to Success
• Deep Dive | Dec 9
  Game Marketing That Works

Included Masterclasses

• June 17, 2026 — The Production Toolkit Every Game Team Needs
  Heather Chandler
• October 20, 2026 — Community Management: The Basics
  Ash Cason

IndieGameBusiness® Sessions – From Pitch to Partnership:

February 18, 2026

Event Details

• Lectures: February 18, 2026
• MeetToMatch: February 18–19, 2026
• Ticket Price: $0–$60 USD
• Time: 9am–5pm ET
• Platforms: YouTube, Twitch, LinkedIn
• Event completed

IndieGameBusiness® Deep Dive – Building Strong Publishing Partnerships:

May 27, 2026

Good publishing partnerships don’t happen by accident! They’re built on trust, transparency, and knowing when to walk away.

This free, one-day Deep Dive focuses on helping developers navigate the publishing process without getting burned.

Topics Include:

• Finding the right publisher for your game
• Setting expectations early and clearly
• Negotiating fair, realistic terms
• Knowing when a deal isn’t worth it
• Strengthening collaboration after signing

This is essential viewing whether you’re exploring publishing for the first time or managing existing partnerships.

Event Details

• May 27, 2026
• Get your Free ticket today or upgrade to a battle pass!
• 9am–5pm ET
• YouTube, Twitch, LinkedIn

Masterclass – The Production Toolkit Every Game Team Needs:

June 17, 2026

Led by Heather Chandler, a veteran producer with 25+ years of experience on titles like Helldivers 2 and Fortnite, this Masterclass cuts through over-engineered systems and focuses on what actually works.

Heather breaks down:

• The core production tools every team needs
• How to spot problems before they explode
• How to course-correct when things slip
• Building production habits that support the team, not slow it down

If development chaos feels familiar, this Masterclass gives you clear, practical steps you can use immediately.

Masterclass Details

• June 17, 2026
• Grab your ticket today!
• 11:00am–12:30pm ET
• Heather Chandler — Head of Production, The Powell Group

IndieGameBusiness® Sessions – The Path from Storefront to Success:

September 30, 2026

Launching on a storefront is only the beginning. Turning visibility into sales takes planning, data, and execution.

This one-day Session focuses on helping developers understand how storefronts work — and how to make them work for you.

You’ll Learn:

• How to optimize your store page for conversion
• How platform algorithms and sales cycles work
• Managing discounts and promotions strategically
• Tracking analytics that actually matter
• Building long-term sales momentum post-launch

Perfect for teams preparing a launch or trying to improve performance after release.

Event Details

• Session: September 30, 2026
• MeetToMatch: September 30 – October 1, 2026
• $0–$60 USD
• 9am–5pm ET
• YouTube, Twitch, LinkedIn

Masterclass – Community Management, The Basics:

October 20, 2026

In this Masterclass, Ash Cason breaks down what community management actually looks like for indie teams.

This isn’t theory, it’s real-world insight into:

• Community 101 fundamentals
• Building safe, inclusive player spaces
• Supporting community team mental health
• Hiring the right community manager for your project
• Avoiding common (and expensive) mistakes

If your community is growing or is about to, this is required knowledge.

Masterclass Details

• October 20, 2026
• Grab your ticket today!
• 10:00am–11:30am ET
• Ash Cason — Marketing & Community Lead, IndieGameBusiness®

IndieGameBusiness® Deep Dive – Game Marketing That Works:

December 9, 2026

Great games still fail without the right marketing strategy.

This free, one-day Deep Dive focuses on helping developers build marketing plans that drive real results! Without wasting time, money, or sanity.

Topics Include:

• Marketing strategies for every stage of development
• Building authentic, engaged communities
• Messaging that sells without overselling
• Working with influencers and media effectively
• Using analytics to guide smarter decisions

Whether you’re launching your first game or refining your next campaign, this event gives you tools you can actually use.

Event Details

• December 9, 2026
• Free
• 9am–5pm ET
• YouTube, Twitch, LinkedIn

Why the IndieGameBusiness® 2026 Battle Pass Matters:

When you purchase the IndieGameBusiness® 2026 Battle Pass, you’re not just investing in your own growth.

You’re helping IndieGameBusiness® continue offering free and deeply discounted education, supporting developers and professionals who might not otherwise have access to these resources.

Together, we’re building a stronger, more accessible, and more sustainable game industry. One well-informed team at a time!

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

A New Chapter for IndieGameBusiness®:

The IndieGameBusiness® community is entering its next phase, focused on deeper education, broader access, and long-term sustainability for indie developers worldwide.

In the first podcast episode of the year, Jay Powell sat down with Ash Cason to outline what’s next for IndieGameBusiness® and The Powell Group. What followed was a candid, detailed conversation about growth, lessons learned, and a major evolution in how IndieGameBusiness® serves the global game development community.

From restructuring flagship events to expanding free educational resources, IndieGameBusiness® is doubling down on its core mission: breaking down barriers, removing gatekeeping, and giving developers access to the same insights and connections typically locked behind expensive conferences.

Rethinking Events – A Smarter, More Accessible Format:

IndieGameBusiness® is restructuring its events to reduce conflicts, increase value, and improve the attendee experience.

One of the biggest announcements centered on a fundamental shift in how IndieGameBusiness® events are run. Instead of overlapping lectures and networking sessions, events will now follow a clearer structure: one full day of talks, followed by dedicated days for MeetToMatch networking.

This change directly addresses a common frustration among developers—being forced to choose between learning and networking. By separating these components, attendees can fully engage in both without missing critical opportunities.

The goal is simple: maximize value while minimizing stress, decision fatigue, and scheduling conflicts.

Introducing Competitive Pitching with Real Incentives:

A new pitching event adds tangible rewards while encouraging developers to refine their presentation skills.

A standout addition to the 2026 lineup is a competitive pitch event offering three $1,000 USD prizes. Unlike traditional pitch reviews, this event requires polished decks and live presentations, mirroring real-world pitching environments.

Awards will be given across multiple categories, such as best pitch deck, strongest presentation, and most anticipated game. Importantly, no single team can win all categories—ensuring broader recognition and opportunity.

Beyond the prizes, this event serves as high-impact practice, helping developers sharpen their pitch before meeting publishers and investors in the following days.

From Pitch to Partnership – A Clear Development Path:

Each event builds logically on the last, creating a structured roadmap for indie success.

Rather than isolated topics, IndieGameBusiness® events are now designed as a progression. After pitching fundamentals comes a session focused entirely on publisher relationships—how to find the right partners, negotiate effectively, and avoid common pitfalls.

Later sessions tackle storefront optimization, sales strategy, and long-term visibility. This “stepping ladder” approach reflects the real lifecycle of a game studio, helping developers focus on what matters most at each stage of growth.

It’s education with intention, not noise.

Save the date:

 | Lectures – February 18th, 2026
 | MeetToMatch – February 18th & 19th, 2026

 | $0-$60 USD
 | 9am – 5pm ET
 | YouTube, Twitch, and LinkedIn

Free Deep Dives with High-Impact Knowledge:

Free, single-day deep dives provide focused learning without financial barriers.

In addition to multi-day sessions, IndieGameBusiness® will continue offering free deep dive events. These are designed to go deep on one topic—such as publishing partnerships or marketing strategies—without networking components or ticket costs.

By keeping these events free, IndieGameBusiness® ensures that developers at every stage, regardless of budget, can access expert knowledge that would otherwise be locked behind paywalls.

Masterclasses and the Battle Pass Model:

The new Battle Pass unlocks full access while simplifying participation.

A major operational improvement comes in the form of a Battle Pass. Instead of registering individually for each session, developers can unlock all IndieGameBusiness® sessions and masterclasses with a single purchase.

This includes guaranteed access to two premium masterclasses led by industry veterans, covering production workflows and community management fundamentals.

For busy developers, this removes friction and uncertainty—once you’re in, you’re in.

Year-Round Support Beyond Events:

IndieGameBusiness® continues to provide free weekly and monthly resources.

Events are only part of the ecosystem. IndieGameBusiness® also offers:

• Weekly pitch deck reviews inside Discord
• Monthly legal discussions with a game-focused attorney
• Live YouTube pitch reviews for public feedback
• Affordable one-on-one pitch consulting

These resources remain free or deeply discounted, reinforcing the organization’s commitment to accessibility and developer advocacy.

The Power of Community and Real Outcomes:

Success stories from publishing deals to studio acquisitions, prove the model works.

One of the most powerful moments in the conversation was the reflection on real outcomes. Over the years, IndieGameBusiness® has helped developers secure publishing deals, funding, jobs, and even acquisitions.

These aren’t abstract metrics. They’re real studios, real people, and real careers shaped by access to better information and stronger networks.

Hearing these stories remains one of the biggest motivators for the team.

Data That Tells a Bigger Story:

IndieGameBusiness® has grown into a global platform with measurable impact.

The numbers paint a clear picture of sustained growth:

• 471 podcast episodes
• Spotify : 50,793 plays, 6,171 hours, Streams & Downloads: 113.4k
• YouTube : 336.6k views, 59.3k hours watchtime, 8009 subscribers
• Over 10,500+ Discord members
• Nearly 10,000 active newsletter subscribers
• 9,986 event registrations
• 143 Decks reviewed between Discord and YouTube
• Social Media Reach of 17k+

What started as a small Twitch experiment has become one of the most trusted indie-focused business education platforms in the industry.

A Philosophy Rooted in Anti-Gatekeeping:

IndieGameBusiness® exists to remove barriers, not create them.

At its core, IndieGameBusiness® was founded out of frustration with inaccessible conferences and expensive passes that excluded the very developers who needed the information most.

By offering free streams, open Discord discussions, and transparent education, the platform challenges traditional industry gatekeeping. Knowledge should be shared, not hoarded.

That philosophy continues to guide every decision moving forward.

Looking Ahead – Growth with Purpose:

The future is about sustainability, feedback, and meaningful impact.

As IndieGameBusiness® looks ahead, the focus is not just growth for growth’s sake—but sustainable impact. Community feedback, topic requests, and real developer needs will continue to shape programming and content.

Whether through new event formats, expanded educational resources, or partnerships with organizations like Make-A-Wish, the mission remains clear: support developers, elevate voices, and make the game industry more accessible.

Anecdotes and Reflections:

IndieGameBusiness® is evolving—but its values remain unchanged.

What’s next for IndieGameBusiness® isn’t a departure from its roots—it’s a refinement. More structure, more clarity, more opportunity, and the same commitment to openness and community.

For indie developers navigating an increasingly crowded and complex industry, IndieGameBusiness® remains a steady, reliable resource—one built by developers, for developers.

And this next chapter is just getting started.

Want more insights like this?:

Join us for our IndieGameBusiness Sessions, taking place on February 18th from 9am – 5pm Eastern or hop into the IndieGameBusiness® Discord to connect with Jay, Ash, and other industry pros.

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

Podcast Recap – From Call of Duty to Indie Dev :

In this episode of the IndieGameBusiness® podcast, host Dan Long sits down with Jess Feidt, Owner of Underwater Fire Games and creator of Particle Hearts. Jess shares an unfiltered look at what it truly means to leave AAA game development—specifically a long career working on Call of Duty—and step into the unpredictable, demanding, and deeply personal world of indie game creation.

This conversation explores the realities behind creative freedom, the hidden risks of solo development, the emotional and financial challenges of launching a first indie title, and the lessons Jess learned the hard way. It is a candid, experience-driven discussion that offers invaluable insight for developers considering a similar leap.

Breaking Into the Industry – From Art School to AAA Games :

Jess’s path into the games industry began with a strong artistic foundation. After attending art school, they made a bold decision: load up the family van and drive to California because “that’s where video games are made.” With no computer and very little money, Jess relied on public libraries to apply for jobs—a risky move in hindsight, but one that ultimately paid off.

Their first major break came at Sony, working on pre-rendered cinematics for first-party titles. This early role helped Jess understand large-scale production pipelines and cinematic storytelling, skills that would later influence their indie work. From Sony, Jess moved on to Treyarch, where they would spend more than a decade contributing to some of the most recognizable games in the world.

Life Inside AAA – The Call of Duty Years :

At Treyarch, Jess worked on multiple Call of Duty titles, including extended time on the Zombies mode. Their role as a Lead Destruction Artist involved building and animating environmental destruction—exploding buildings, collapsing structures, animated props, and vehicles. Over time, this expanded into design work and art direction for Zombies modes.

Working on Call of Duty offered undeniable benefits: financial stability, industry prestige, massive production resources, and the experience of shipping games on immovable deadlines. Jess highlights how AAA studios excel at scale, specialization, and efficiency, producing enormous amounts of polished content year after year.

However, that specialization came at a cost.

The Turning Point – Why Leave AAA? :

After more than a decade on the same franchise, Jess reached a creative crossroads. While Call of Duty remained a dream job by many standards, the work became increasingly managerial and narrowly focused. Creative exploration gave way to people management, meetings, and specialization.

Jess describes a growing desire to be a generalist again—to touch every part of the game, from visuals to gameplay to storytelling. They also wanted more control over what stories were told and how they were expressed. Location flexibility played a role too; remaining tied to Los Angeles was no longer appealing.

Ultimately, the move to indie development was about reclaiming creative ownership and curiosity rather than escaping AAA due to burnout or dissatisfaction.

Becoming a Generalist Again – The Indie Mindset Shift :

In AAA development, problems are distributed across departments. In indie development, every problem is your problem.

Jess explains how this shift required a complete mental reset. There were no UI specialists, localization teams, or technical departments to lean on. Every decision—engine choice, art style, feature scope—carried ripple effects across the entire project.

This reality forced a new way of thinking: assessing every feature not just by how cool it was, but by whether it was worth the risk, time, and long-term maintenance. Even seemingly small details—like character pupils—became strategic decisions rather than aesthetic defaults.

The Birth of Particle Hearts – A Long-Held Idea Takes Shape :

The concept behind Particle Hearts traces back to Jess’s time working on particle effects during Call of Duty: World at War. While optimizing effects to fit strict performance budgets, Jess had a thought that stuck for years: What if the entire game budget was just particles?

That idea became the foundation for Particle Hearts. The game’s striking visual identity—worlds built almost entirely from particles—was both an artistic statement and a practical constraint. As a solo developer, Jess needed an art style that avoided the escalating costs of realism, animation complexity, and asset pipelines.

The result was a visually unique experience that didn’t rely on trends or templates, but instead emerged from technical curiosity and creative experimentation.

Visual Identity as Gameplay Foundation :

Rather than separating visuals and mechanics, Particle Hearts was designed so that gameplay and visuals informed each other. Movement, abilities, and exploration were all rooted in particle-based systems, ensuring cohesion between what players saw and how the game felt to play.

Jess emphasizes the importance of nailing moment-to-moment feel early. Just as shooting mechanics define Call of Duty, movement, jumping, and traversal defined Particle Hearts. Each action was reinforced through animation, sound, and particle feedback to ensure players felt rewarded at every step.

Marketing Realities – When a Good Game Doesn’t Find Its Audience :

While Particle Hearts succeeded creatively and critically, it struggled commercially. Jess is transparent about the emotional weight of working on a game for years only to see it fail to gain traction.

Several marketing lessons emerged from this experience:

Influencer marketing can work—but only if the influencer’s audience aligns with the game’s audience. In this case, high-profile coverage did not translate into meaningful conversions.

Giveaways can inflate wishlist numbers without increasing actual sales. Many wishlists came from users interested in prizes, not the game itself.

Marketing has no universal formula. What works for one game may fail for another, and repeating ineffective tactics due to sunk cost can compound losses.

Jess underscores that marketing is not an assembly line—and believing “if you build it, they will come” is one of the most dangerous myths in game development.

Mistakes That Mattered – UI, Localization, and Timing :

Among the biggest underestimated challenges were UI implementation and localization. While publishers handled translation, implementation was entirely on Jess—requiring significant technical work late in development.

Jess also reflects on revealing the game too early. While early exposure helped build a small following, it eliminated opportunities for a major “first reveal” moment at showcases or platform events. In hindsight, delaying the announcement might have enabled stronger press coverage.

Production Lessons from AAA That Still Matter :

Despite the differences, Jess carried valuable AAA lessons into indie development. Chief among them was deadline discipline and a pragmatic approach to cutting features.

At Treyarch, teams used a simple rule: Fix it, hide it, or cut it. That mindset helped Jess avoid perfection paralysis and make tough decisions when time and resources ran thin.

Jess also learned the importance of personal health—recognizing that burnout, poor sleep, and neglecting physical well-being directly impact creative output.

Building the Right Indie Team :

Although Particle Hearts began as a solo project, Jess quickly identified areas that required collaboration. A programmer, a composer, and design support were brought in strategically, each elevating the project beyond what one person could achieve alone.

The game’s soundtrack, in particular, pushed Jess to raise the quality bar across the entire experience—demonstrating how strong collaborators can improve more than just their assigned discipline.

Looking Forward – Confidence, Risk, and the Next Project :

Having shipped a full indie game, Jess approaches their next project with less fear—but not less ambition. With hard-earned experience in localization, UI, porting, and production planning, they feel better equipped to take creative risks.

The next game will be larger, mechanically bolder, and more experimental, including time-based mechanics and deeper systems. While details remain under wraps, Jess makes one thing clear: being nervous is part of the process—and a sign that growth is happening.

Anecdotes and Reflections :

Jess Feidt’s journey from Call of Duty to Particle Hearts is not a fairy tale—it’s a realistic indie success story. Success here is defined not by profit alone, but by creative ownership, growth, and the ability to keep making games.

For developers considering a similar leap, this episode offers clarity without romanticizing the struggle. Indie development is harder, riskier, and lonelier—but also deeply rewarding for those willing to embrace uncertainty and learn from failure.

Jess’s story is a reminder that there is no single path to success in games—only informed decisions, honest reflection, and the courage to try again.

Want more insights like this? :

Join us for our IndieGameBusiness Sessions, taking place on February 18th from 9am – 5pm Eastern or hop into the IndieGameBusiness® Discord to connect with Jess, and other industry pros.

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

Building Global Teams Without Losing Heart:

As indie studios continue to evolve and expand, many are learning that growth doesn’t always mean opening another local office—it can mean going global. In a recent IndieGameBusiness® podcast, Jay Powell, CEO and Founder of The Powell Group and IndieGameBusiness®, sat down with Brad Hendricks, Founder and CEO of Blind Squirrel Games, to discuss how his studio built a sustainable, international development model. From managing hybrid teams to balancing creative and technical demands across continents, Hendricks shared hard-earned lessons on how indies can scale successfully in today’s volatile industry.

From Plastic Molds to Pixels – Brad Hendricks’ Unexpected Start:

Before leading one of the industry’s most trusted co-development studios, Hendricks’ career started in an unlikely place—plastics manufacturing. His journey into games began when his employer acquired Gravis, a company known for its iconic gamepads and joysticks.

That opportunity opened the door to his first role in gaming, working directly with developers and publishers to integrate peripherals into their titles. From there, Hendricks moved through roles at GameSpy, Gamebryo, and other companies that taught him every angle of the industry—from engineering and production to business development.

When he finally founded Blind Squirrel Games, Hendricks’ experience across multiple disciplines gave him the tools to lead a studio capable of tackling AAA remasters and original IP alike.

“We’ve been doing this since the mid-90s,” Hendricks shared. “I’ve seen the industry shift, crash, and rebuild itself. Every evolution brings new challenges—but also new opportunities for developers willing to adapt.”

Adapting to a Changing Industry:

The last few years have tested even the most stable studios. With publishers tightening budgets and becoming more risk-averse, Hendricks and his team at Blind Squirrel had to rethink how they operated.

Work-for-hire became their focus, with large co-development projects taking priority over original IP. As Hendricks put it, “There’s not a lot of appetite right now for new IP that doesn’t have an established audience.”

Their long-standing partnership with Microsoft on State of Decay 3 exemplifies this approach—high-value collaborations that leverage Blind Squirrel’s technical depth while maintaining stability in uncertain times.

Creating Global Teams – Why Blind Squirrel Expanded to Colombia and New Zealand:

When COVID-19 forced the world into remote work, Blind Squirrel didn’t scramble—they were ready. Hendricks’ leadership team had already planned for a hybrid environment, setting up tools and processes to keep production seamless.

But as publishers began demanding lower costs and on-site staff, the studio made a bold move: expanding internationally.

They acquired a studio in Colombia and opened a new branch in New Zealand, allowing them to maintain quality while lowering operational costs.

“We realized we couldn’t compete with global price pressures if we stayed domestic,” Hendricks said. “So we went where the talent was—and made sure our culture traveled with us.”

Today, Blind Squirrel operates out of Irvine (CA), Texas, Colombia, and New Zealand, blending physical offices with remote talent across the globe.

Culture Without Borders – Building a Connected Global Team:

For Hendricks, scaling globally isn’t just about logistics—it’s about preserving company culture. Blind Squirrel’s unique solution involves tracking employee wellbeing and morale through subtle, ongoing surveys that measure everything from job satisfaction to burnout risk.

Using internal tools that analyze responses on a 1-to-5 scale, leadership can spot issues before they affect project velocity or morale.

“We measure not just project health, but people’s health,” Hendricks explained. “When someone’s struggling, we want to know why. It’s not about punishment—it’s about understanding.”

This data-driven empathy has become a cornerstone of Blind Squirrel’s operations. Their HR and management teams step in early to resolve conflicts, prevent burnout, and maintain transparency across departments.

The Human Side of Remote Work:

Despite the data-driven systems, Hendricks recognizes the human challenges behind distributed teams. Cultural differences, time zones, and fear of “speaking up” are all hurdles that take time to overcome.

He stressed the importance of honesty and trust between leadership and staff—especially when feedback might be uncomfortable.

“We want blunt honesty,” Hendricks said. “We can’t fix what we don’t know. This only works if everyone feels safe to be transparent.”

Regular all-hands meetings, quarterly celebrations, and transparent financial updates keep everyone connected and invested in the company’s goals—no matter where they are.

Preventing Burnout – Lessons in Balance:

Like many studios, Blind Squirrel had to face its own shortcomings. Six years ago, burnout was common and work-life balance was nearly nonexistent. Hendricks admits the company had to overhaul its leadership structure to survive.

By hiring experienced executives such as COO Steve Sardegna and Chief Development Officer Matthew Fawcett, Blind Squirrel redefined how it managed people and projects.

Their new approach emphasizes planning, velocity tracking, and reasonable work hours—all aimed at preventing the endless crunch cycles that plague many studios.

“We’re not perfect,” Hendricks said candidly. “But we’ve made huge strides. You can’t ignore burnout—it kills creativity faster than anything.”

Adapting to Publisher Demands – Return to Office vs. Remote Reality:

While Blind Squirrel thrives in a distributed model, publishers increasingly pressure developers to bring staff back into physical offices.

Hendricks acknowledges that in-person collaboration can boost creativity during early development stages—but it’s not without drawbacks.

“We’re seeing some positive velocity from in-office work,” he said, “but also a negative impact on mental health. It’s a double-edged sword.”

Blind Squirrel’s hybrid strategy—maintaining both local offices and remote teams—allows them to accommodate client needs while protecting employee wellbeing.

Business Development in a Global Team Market:

On the business side, Hendricks says the industry has changed dramatically since 2020. Traditional trade shows like E3 have lost relevance, while events like Gamescom and regional developer conferences are now prime hunting grounds for partnerships.

“We’re finding the best opportunities at smaller, regional shows,” he said. “The people there are decision-makers, not just attendees.”

Blind Squirrel’s Business Development Director, Charles Milano, travels globally to expand partnerships and source projects. The goal isn’t just growth—it’s sustainable diversification across work-for-hire, co-development, and remastering.

The Art and Challenge of Remastering Classics:

Blind Squirrel’s reputation for high-quality remasters—like Bioshock: The Collection and Mass Effect Legendary Edition—wasn’t planned. The Bioshock remaster, for instance, started as a simple port until Hendricks’ team rebuilt a key scene to modern visual standards.

“When 2K saw it, they said, ‘What the hell did you do?’” Hendricks laughed. “Then they asked us to do the whole series.”

The process taught them invaluable lessons about technical precision, artistic respect, and managing publisher expectations—skills that now inform every project they take on.

Looking Ahead – Global Teams, Local Heart:

When asked where he sees the industry heading, Hendricks predicts a continued global expansion of development—especially as cost pressures and talent shortages persist.

“Studios that figure out how to balance cost, quality, and culture across borders will thrive,” he said. “The future isn’t about where your office is—it’s about where your people are.”

For Blind Squirrel Games, that philosophy has become a guiding principle: build smart, stay human, and let global talent drive creative success.

5 Key Takeaways:

Adaptability is survival: Shifting focus from original IP to co-development allowed Blind Squirrel to stay profitable through market downturns.

Global Teams growth requires cultural strategy: Expansion only works when communication, trust, and transparency are prioritized.

Employee health predicts project health: Tracking well-being is as essential as tracking milestones.

Hybrid models can work—if done intentionally: Flexibility must serve both client demands and team well-being.

Remasters teach more than tech: Revisiting classics like Bioshock and Mass Effect gave the studio the precision and discipline to handle complex new projects.

Anecdotes and Reflections:

Brad Hendricks’ story is proof that scaling a studio doesn’t have to mean sacrificing culture or creativity. From plastics manufacturing to leading a globally recognized development powerhouse, his journey reflects the adaptability that defines successful indie studios today.

For developers striving to grow beyond local borders, the message is clear: sustainable expansion starts with empathy, structure, and trust. The future of indie development isn’t about size — it’s about strength, connection, and the people behind every project.

Want more insights like this? :

Watch the full episode on YouTube or hop into the IndieGameBusiness® Discord to connect with Brad, and other industry pros.

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

Games as Platforms: The Future of Player-Created Worlds – Insights from Alex Seropian of Look North World :

As game development continues to evolve, the concept of games as platforms is reshaping how creators build, players engage, and studios sustain their futures. In a recent IndieGameBusiness® podcast,  Jay Powell, CEO and Founder of The Powell Group and IndieGameBusiness®, sat down with Alex Seropian, CEO and Founder of Look North World and co-founder of Bungie, to discuss why games built as platforms represent the next major shift in the industry — from Roblox and Fortnite to the growing opportunities for indie developers to thrive within these ecosystems.

The Origins of a Gaming Pioneer :

Alex Seropian’s journey began in college, where his passion for creating games led him to co-found Bungie and later develop Halo, one of the most iconic franchises in gaming history. From his early experiments on the Mac with Pathways into Darkness to leading Disney’s game division and founding Industrial Toys, Seropian’s career has always centered around innovation and accessibility in game development

His newest studio, Look North World, continues this mission — focusing on building games inside creator ecosystems like Roblox and UEFN (Unreal Editor for Fortnite).

The Shift Toward Games as Platforms :

When asked what inspired Look North World, Seropian explained that he sees these emerging ecosystems as the future of interactive entertainment. Unlike traditional standalone games, platform games thrive within shared worlds where communities create, share, and monetize content together.

Platforms like Roblox, Minecraft, and Fortnite have redefined what it means to play — blurring the line between player and creator. Seropian noted, “There’s a whole generation growing up that’s not just playing games, but creating them.” He referred to this new wave of users as the “player-creators,” emphasizing that they’re shaping the future of interactive entertainment.

This evolution mirrors what MTV did for music in the ‘80s — transforming passive consumption into active participation. Roblox and Fortnite, Seropian argued, are this generation’s digital malls, where players hang out, build, and socialize.

Opportunities for Developers in the Platform Age :

For indie developers struggling to stand out on Steam or console stores, these new ecosystems offer an alternative path. Seropian pointed out that building on creator platforms comes with several advantages:

• Lower development costs – No need for massive budgets or server infrastructure.
• Rapid prototyping – Developers can launch a playable version within days.
• Built-in audiences – Tens of millions of active players ready to discover new experiences.

“Good still matters,” Seropian emphasized. “Quality, creativity, and understanding the platform’s culture are what help games stand out — not just production value.”

He compared discoverability on Roblox and UEFN to YouTube’s algorithmic model: success depends on smart metadata, clickable thumbnails, community engagement, and constant iteration.

Learning Fast – The Power of Iteration :

At Look North World, Seropian’s team has released over 30 games in two years — a pace unheard of in traditional development cycles. He explained that the secret lies in rapid iteration: “If you can get something playable in a week, you can start learning right away. That’s the real power of these platforms.”

Instead of relying solely on large-scale investments, the studio treats every release as a learning opportunity. Roughly two-thirds of their titles have achieved positive ROI, and even the rest have provided valuable insights.

This approach mirrors the philosophy behind early Bungie projects — build, test, learn, and adapt.

Balancing Original IP with Partnerships :

While Look North World develops its own original games, the studio also collaborates with major entertainment brands like Hasbro, Bandai Namco, and Wildcard. These partnerships help sustain the company financially while building credibility and expanding reach.

Collaborations like the Mighty Morphin Power Rangers mod for ARK: Survival Evolved showed how external IP can blend with community-driven creativity. Meanwhile, their original projects explore new genres and social experiences designed specifically for player-driven ecosystems.

Seropian believes that, in the long run, we’ll see breakout hits emerging from these platforms — games that achieve mainstream recognition, film adaptations, or full-fledged transmedia franchises.

Challenges of Discoverability and Monetization :

While accessibility is a strength, the flood of content on these platforms presents a unique challenge. Thousands of new experiences launch every week, making visibility crucial.

Look North World approaches this by combining traditional marketing practices — like audience testing, analytics, and player retention strategies — with grassroots community engagement through Discord, TikTok, and in-game events.

Revenue generation also differs by platform:

• UEFN (Fortnite) rewards developers through engagement-based payouts.
• Roblox offers both engagement and direct monetization options.

Understanding these differences helps studios design smarter business models and sustain long-term growth.

Advice for Indie Developers Entering Platform-Based Games :

Seropian’s advice for indie creators? Start small.

“Ask yourself, ‘What’s the smallest thing we can make?’ Then cut that in half. Then cut it in half again. Build that.” He stressed that building and releasing a small, functional prototype is far more valuable than overplanning.

He also encouraged developers to apply for Look North World’s Creator Label, which supports new talent on these platforms with funding, tools, and mentorship — no massive budget required. “All you need is an idea and a pulse,” Seropian joked.

For new teams, joining communities like the IndieGameBusiness Discord and attending online industry events can also accelerate networking and growth.

The Future of Games as Ecosystems :

Seropian closed by reflecting on how these ecosystems are reshaping entertainment at large. In the near future, he envisions tools so accessible that individuals could generate personal, interactive experiences within minutes.

He believes this evolution will merge storytelling, film, and games — allowing anyone to participate in the creative process. “We’re at the start of something transformative,” he said. “These platforms aren’t just about games anymore — they’re about communities, creativity, and connection.”

Anecdotes and Reflections :

Alex Seropian’s perspective bridges decades of game industry evolution — from pioneering console shooters to shaping the next frontier of digital creation. Games as platforms represent a shift from ownership to participation, from consuming to creating.

For indie developers and studios willing to adapt, the message is clear: the next era of gaming isn’t just built by professionals — it’s built by everyone.

Want more insights like this? :

Watch the full episode on YouTube or hop into the IndieGameBusiness® Discord to connect with Alex, and other industry pros.

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

The Growing Role of Games in Expanding Story Universes:

 As the entertainment industry looks for new ways to expand stories across multiple mediums, games are increasingly becoming the foundation of transmedia strategies. In a recent IndieGameBusiness® podcast, Dan Long sat down with Fieldman Robinson, Co-Founder and Co-Managing Partner at Vertical Voyage, to discuss why games are uniquely positioned to drive transmedia success, the opportunities and challenges of licensing IP, and how both large studios and indies can use storytelling beyond games to reach new audiences.  

From Film to Games – Fieldman Robinson’s Career Path:

Fieldman Robinson’s journey into gaming began in 2014 while working at Sony Pictures. His role managing accounts for PlayStation and Xbox’s video services opened doors at PlayStation itself, where he helped run PlayStation Video and PlayStation Music. Collaborating on projects that tied games to movies and music introduced him to the power of transmedia connections.

After stints at Lionsgate, Universal Pictures, and a telecom company where he built mobile gaming platforms across Europe and Asia, Robinson joined Yodo1 to focus on licensing and partnerships. That move cemented his place at the intersection of games, media, and IP.

What Is Transmedia? :

Robinson defines transmedia as adapting a single story into different experiences across multiple formats. Unlike cross-media, which retells the same story in different forms (e.g., a comic book adapted directly into a movie), transmedia builds new narratives within the same universe.

Examples include:

• Star Wars: Films, animated series, novels, comics, and games all expand the canon.
• The Witcher: Originating as novels, later expanding into acclaimed games, Netflix series, and even stage performances.
• Pokemon: From handheld games to anime, movies, card games, VR, and merchandise, creating one of the most successful transmedia franchises ever.

Transmedia isn’t just adaptation—it’s about expanding universes with fresh narratives.

Why Games Are Perfect for Transmedia :

According to Robinson, games stand out from other media because they allow player agency. Unlike passive media like film, games let players shape the experience. This interactivity fosters deep loyalty and community engagement.

He highlights several advantages:

• Built-in lore: Games often come with rich backstories ready to be expanded.
• Explorable universes: Players can experience worlds from multiple angles.
• Engagement: Interactive storytelling keeps fans invested.
• Spin-off potential: Modular storytelling allows developers to create side stories that strengthen the universe.

Franchises like Fallout, Minecraft, and The Last of Us prove how transmedia expansions fuel renewed interest in original games.

Games uniquely strengthen transmedia because they blend story, interaction, and community engagement.

Common Pitfalls in Transmedia :

Not every adaptation succeeds. Robinson cites examples where poor execution alienates fans:

• Ignoring canon moments: The Uncharted film disappointed players by missing key sequences that made the games iconic.
• Rushed production: Studios forced by deadlines risk releasing lower-quality adaptations.
• Shovel media: Oversaturating the market with low-quality tie-ins weakens brand trust (Transformers films are a cautionary tale).

The lesson? Respect the source material and prioritize quality over speed.

Transmedia fails when adaptations cut corners, ignore fan expectations, or focus on quantity over quality.

Licensing and Monetization in Transmedia :

Licensing is central to transmedia strategy. Robinson compares it to McDonald’s Happy Meal toys—an IP owner licenses characters or brands to another company for a set period.

Common Licensing Models:

1. Royalties: Payment based on sales.
2. Royalties + Minimum Guarantee: Upfront payment plus revenue share (most common).
3. Flat Fee: One-time payment for unlimited use (rare but ideal for developers).

He also warns about split rights: franchises like Terminator or The Walking Dead may require negotiating with multiple rights holders for characters, likenesses, and even music.

Licensing opens doors for developers but requires careful navigation of rights, costs, and contracts.

Opportunities for Small Studios :

Indie developers might feel locked out of licensing, but Robinson points to opportunities:

• Public domain IPs like Steamboat Willie or Winnie the Pooh (in non-Disney form) offer creative freedom without license fees.
• Lower-cost transmedia projects—webcomics, podcasts, or Discord RPGs—let smaller teams experiment without huge budgets.
• Niche platforms (like VR) can mean lower licensing fees than console or mobile.

Originality is crucial. A unique concept can persuade licensors even when financial offers are modest.

Indies can compete in transmedia by targeting public domain IPs, smaller-scale formats, or innovative concepts.

Strategies for Expanding into Transmedia :

Robinson advises studios to focus on these pillars:

1. Identify the core story: Define what makes your universe unique—setting, magic systems, or conflicts.
2. Expand the lore: Create spin-offs that add depth to the universe (Destiny Rising is one example).
3. Character-driven focus: Narrow storytelling to characters that can anchor new audiences (like Arcane did with League of Legends).
4. Pick the right platform: Don’t default to film—explore animation, AR/VR, or even audio dramas.
5. Maintain consistency: Quality control ensures adaptations strengthen, not weaken, the IP.

Successful transmedia begins with strong storytelling foundations, platform strategy, and consistency

Is Your IP Ready for Transmedia? :

Not every IP is instantly suited for expansion, but Robinson suggests there’s no strict formula. Strong sales help, but even underperforming IPs can find new life through fresh mediums—just as The Walking Dead comics exploded once adapted for TV.

The key is understanding your audience, regions, and target platforms. An overlooked IP could thrive if introduced to a new demographic or through a new format.

Market data helps, but sometimes the right platform can make an IP take off unexpectedly.

Tips for Indie Developers :

Robinson closes with practical advice:

• Be creative: Originality stands out more than financial offers when approaching licensors.
• Use LinkedIn & events: Direct networking often leads to licensing opportunities.
• Consider alternative IPs: Look beyond blockbuster franchises—smaller or dormant IPs may offer affordable deals.
• Start small: Explore comics, podcasts, or Discord-based experiences before aiming for larger formats.

Creativity, persistence, and smart networking matter more than size when breaking into transmedia.

Anecdotes and Reflections :

Fieldman Robinson’s insights underscore why games are central to the future of transmedia storytelling. Games don’t just tell stories—they immerse players, spark communities, and fuel engagement across multiple mediums. For developers, whether indie or AAA, considering transmedia isn’t optional anymore—it’s a roadmap to longevity and cultural impact.

Want more insights like this? :

Watch the full episode on YouTube or hop into the IndieGameBusiness® Discord to connect with Fieldman, and other industry pros. And don’t miss our next IndieGameBusiness® Sessions this September 17th & 18th —featuring expert talks on funding and running your indie studio!

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

Preserving Gaming History with GOG – Insights from Piotr Gnyp and Marcin Paczynski :

 As the conversation around game preservation grows louder, platforms like GOG.com are stepping up to ensure classic titles remain accessible to new generations of players. In a recent IndieGameBusiness® podcast, Jay Powell, CEO and Founder of The Powell Group and IndieGameBusiness®, sat down with Piotr Gnyp, Senior PR, and Marcin Paczynski, Senior Business Development at GOG.com, to discuss the challenges of licensing, the technology behind keeping old games alive, and why preserving gaming’s past is just as important as supporting its future.

GOG’s Mission – More Than a Storefront :

When most people think of digital game distribution, they think of storefronts like Steam or Epic. But GOG.com is different. Founded in 2008 by the creators of CD Projekt Red, GOG was built around the idea that games should remain accessible long after their original release. Early on, the platform focused on classics that could no longer run on modern systems. Today, GOG combines a growing library of new releases with its ongoing mission to keep gaming history alive

GOG was created to solve a problem: preserving access to games that become unplayable as technology moves forward.

Meet the Guests – Careers in PR and Business Development :

Marcin Paczynski has been with GOG for more than seven years, starting as a tester and eventually joining the business development team. His role now involves tracking down rights, negotiating with publishers, and convincing them to re-release forgotten titles.

Piotr Gnyp began his career in tabletop RPGs before moving into game design, publishing, and eventually PR. At GOG, his goal is simple but ambitious: to make people care about game preservation.

The GOG Preservation Program :

Although GOG has been preserving games since its launch, the GOG Preservation Program formalized that mission in 2022. The initiative ensures that older titles not only run on modern PCs but also meet quality expectations like widescreen support, controller compatibility, and cloud saves.

Currently, about 200 titles are actively maintained under this program, with a goal of expanding to over 1,000 in the coming years.

The Preservation Program ensures older titles continue to run smoothly while also adapting them to modern standards.

The Challenge of Licensing and Split Rights :

Preserving games isn’t just about coding fixes. One of the biggest challenges is licensing. Rights can be split between publishers, developers, and even heirs of original creators. GOG has had cases where they hired private investigators to track down forgotten rights holders living off the grid.

For some titles, such as Black & White, rights are split between Microsoft and EA, making negotiations especially complex.

Legal hurdles often delay or prevent classic games from being re-released, with split rights posing the toughest challenges.

Community Involvement – The Dreamlist :

To prioritize what games should come back, GOG created the Dreamlist, a voting platform where players nominate and support titles they want preserved. Not only does this guide GOG’s efforts, but publishers also use the data to gauge demand.

Surprisingly, some cult classics like Digimon World surged to the top of the list despite modest reviews at launch, proving the power of community nostalgia.

The Dreamlist empowers players to shape which titles GOG pursues for preservation.

Technology Behind the Preservation :

GOG has built specialized tools such as wrappers for DirectX, input, and modding integration. These allow classic games to gain modern features like alt-tab support, widescreen resolutions, and cloud saving.

Multiplayer, however, remains a hurdle. Because GOG rarely has access to original source code, most re-releases ship with only single-player content. That said, projects are underway to restore online play through LAN wrappers and VPN support

GOG uses proprietary tools to modernize classics, though restoring multiplayer remains a work in progress.

What Counts as a “Classic” Game? :

One fascinating discussion is how to define a classic. For older gamers, classics might mean 1990s PC titles like Baldur’s Gate. For younger players, The Witcher 3 or Fallout 4—games already a decade old—carry nostalgic weight.

GOG uses a practical benchmark: around ten years or two console generations old. This evolving definition ensures the preservation of not just retro titles, but also beloved modern classics.

The definition of “classic” is subjective, but GOG treats ten-year-old games or two generations back as preservation-worthy.

One-Click Mods – Extending Game Life :

Mods are another way to keep games alive. Recognizing how intimidating mod installation can be, GOG launched One-Click Mods, which bundle mods into safe, tested packages. Players can install major overhauls like Skyblivion or Heroes of Might and Magic III: Horn of the Abyss with a single click.

One-Click Mods make community-created content accessible to everyone, no technical expertise required.

Marketing and Support for Developers :

Unlike Steam, GOG is a curated platform. Each release is supported with:

• A front-page feature
• Social media promotion
• Newsletter inclusion
• Optional deeper campaigns like page takeovers or streams

For indie developers, the value isn’t just sales but exposure to GOG’s highly engaged, core gamer community.

GOG provides built-in marketing support, ensuring every release gets visibility with its audience.

Looking Ahead – Preserving Games for Future Generations :

Piotr and Marcin emphasized that GOG’s mission goes beyond business. It’s about cultural preservation—making sure games that shaped players’ lives remain accessible. With new technologies, expanding partnerships in Japan, and ongoing community involvement, GOG aims to be the first stop for anyone seeking back-catalog games.

GOG wants to be recognized as the go-to platform for preserving both retro and modern classics for future generations.

How to Get Involved :

Vote on the Dreamlist: Share your favorite games and memories to influence preservation.

Follow GOG: Stay updated on new releases, preservation updates, and cultural projects through their Twitter, Discord, and newsletters.

Support Preservation: Buying from GOG directly funds their ability to restore more games.

Want more insights like this? :

Watch the full episode on YouTube or hop into the IndieGameBusiness® Discord to connect with Piotr and Marcin, and other industry pros. And don’t miss our next IndieGameBusiness® Sessions this September 17th & 18th —featuring expert talks on funding and running your indie studio!  

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

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!

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

How Indie Devs Can Do More With Less:

In the ever-changing world of indie game development, one thing remains constant: limited budgets and endless ambition. In the latest episode of the IndieGameBusiness® podcast, Jay Powell, CEO and Founder of The Powell Group and IndieGameBusiness® sits down with Mike Gallagher, founder of Untitled Advertising Lab, to unpack realistic, sustainable Indie game marketing strategies for indie studios. With decades of combined industry experience, Jay and Mike dive into what it really takes to market a game in 2025 without burning out or burning through your budget.

From Film to Games: Mike’s Marketing Journey:

Mike Gallagher didn’t start in games. His roots were in film and production, slogging through the rainy sets of Vancouver until he shifted to PR, eventually landing at EA. After leading marketing at studios like Hyper Hippo and Hothead Games, he founded Untitled Advertising Lab, a boutique agency helping small to mid-sized studios with practical, ROI-driven marketing support.

Start With What You Have – Internal Resources Matter:

Mike’s first piece of advice? Audit your internal capabilities. Before spending a dime externally, understand what your team can already do. Have an art team? Great—train them to create marketing assets. Have someone savvy with Discord or social media? Start building a community early. Every team is different, but identifying strengths (and gaps) is key to stretching your budget.

“The more efficient you are with internal resources, the more you can focus outside help on the things your team truly can’t handle,” Mike notes.

Community is Not Optional:

Community isn’t just a buzzword; it’s a foundational pillar of Indie game marketing strategies. Whether it’s Discord, your Steam page, or app store comments, every player touchpoint matters. Studios that prioritize engagement—early and consistently—see better results at launch.

“The wider your funnel, the more likely you are to convert,” Mike explains. “That starts with strong community engagement across all channels.”

Steam Next Fest – One Shot, Use It Wisely:

Next Fest can be a game-changer—but it can also be a wasted opportunity. Mike warns that too many studios enter unprepared, launching demos without the infrastructure to build on the momentum. If you’re not planning to release soon after Next Fest, you risk losing your only free marketing beat.

“It’s like using your one bullet before the boss fight,” Jay jokes. Mike agrees. The key is planning: have a solid indie game marketing strategies push pre-Fest, leverage the momentum during, and be ready to act on the data and community interest that follows.

Why Indie Devs Often Struggle with Marketing:

Most indies underestimate timelines. They plan to announce in September, but the trailer isn’t ready until late August. That leaves barely any time to build hype. Worse, many don’t budget enough time for marketing assets—even though these take almost as much care as game development itself.

“Marketing isn’t just a press release and a tweet,” Mike says. “It’s a process that takes time, iteration, and testing.”

Virality Is a Hope, Not a Strategy:

Can you go viral through social media alone? Technically, yes. But counting on it is risky. Organic reach is throttled, and even posts with thousands of followers often get shown to just a tiny fraction of your audience. Paid boosts help, but need to be highly targeted.

Instead of chasing trends, Mike advises devs to focus on consistency, clarity, and community. Your early posts may only reach a handful of people, but if they’re the right people—influencers, early adopters, tastemakers—they can help you grow authentically.

The Ideal Timeline for Next Fest Prep:

Mike recommends at least a six-month campaign from announcement to launch. If you’re targeting October Next Fest, announce your game by July or August. Your three major beats should be: Announcement, Next Fest, and Launch. And don’t blow all your resources upfront—leave some gas in the tank for post-launch promotion.

“Launch isn’t the end; it’s the midpoint,” Mike warns. “You need a post-launch plan just as much as a pre-launch one.”

Early Access – Pros and Pitfalls:

Early Access can help manage expectations, but only if you’re truly planning to grow the game after launch. Without meaningful updates, players will feel misled. If Early Access is part of your strategy, communicate clearly what’s coming next.

“Don’t call it Early Access unless there’s actually more coming,” Mike advises.

Building a Pre-Announcement Community:

Worried that devlogs only attract other devs? That’s fine at first. Early followers help you build social proof. Start with a transparent “glass box” approach, sharing your journey. Over time, shift the focus to the game itself, drawing in a broader player audience.

“You need the first few people through the door,” Mike explains. “They make it safe for others to follow.”

Can You Overshare? Yes and No:

Oversharing isn’t about volume; it’s about what you share. Avoid giving away narrative spoilers or key gameplay mechanics. Show, don’t tell. Give players a taste, not the whole meal.

Out-of-the-Box Tactics That Worked:

Mike shares two smart, budget-conscious campaigns:

• Spy vs. Spy Cross-Promotion: At Hyper Hippo, two games with opposing ideologies were cross-promoted through comic-style gags, eliminating the need for remarketing spend.
• Local Influencer Scavenger Hunt: For EA’s NHL series, they worked with small-town hockey influencers to create real-world scavenger hunts that exploded on social media.

Both succeeded because they leaned into the culture of the community, not just traditional Indie game marketing strategies playbooks.

Self-Publishing – Start With a Plan:

Not sure if you should self-publish? You can make it manageable by starting with strategy. Know your timelines, budget, and goals. Pick key beats. Assign someone to manage marketing assets. And be realistic: marketing takes time and money, just like development.

“Set your major beats, get your assets ready, and assign clear roles,” Mike says. “You don’t need to do everything, but you need a plan.”

Key Takeaways for Indie Marketing in 2025:

• Start marketing six months before launch
• Prioritize community engagement early
• Be smart with your Next Fest timing
• Treat Indie game marketing strategies timelines like dev milestones
• Don’t chase virality—build consistency
• Early Access should mean something
• Choose tactics that reflect your community’s culture
• Have a realistic post-launch plan

Want more insights? Catch the full episode on YouTube or join the IndieGameBusiness® Discord to connect with Mike and other industry experts.

About the Speaker Mike Gallagher is the founder of Untitled Advertising Lab and a former marketing leader at EA, Hyper Hippo, and Hothead Games. He specializes in helping indie studios build sustainable Indie game marketing strategies that actually make sense for their size and budget.

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

Introduction – A Shift from Content Creation to Community Management:

In the gaming industry, community management plays a crucial role in a game’s success, from fan engagement to brand loyalty. In a recent IndieGameBusiness podcast episode, Jack Pattillo, the Community Manager at Channel37, shared his insights on building thriving communities. Having transitioned from content creator to community manager, Jack’s journey offers valuable lessons for game developers and community managers alike. His expertise spans across multiple facets of the gaming world, from his early days at Rooster Teeth’s Achievement Hunter to his current role at Channel37.

In this blog post, we’ll break down the key takeaways from Jack’s discussion with  Jay Powell, CEO and Founder of The Powell Group and IndieGameBusiness®, focusing on community building, handling toxicity, and leveraging content creation to grow a loyal fan base.

The Evolution of Jack Pattillo’s Career in Gaming:

From Content Creator to Community Manager

Jack Pattillo’s path to becoming a community manager was anything but conventional. Starting his career in the ’80s with a love for video games, Jack’s first job was working at a local arcade in Austin. His passion for gaming led him to a film degree at the University of Texas, where he entered the gaming industry through marketing. His first major venture into content creation began with Rooster Teeth’s Achievement Hunter, where he became involved in Let’s Plays and game tutorials, ultimately gaining millions of fans.

However, the shift to community management happened when he joined Channel37, a Finnish-based game company. Jack’s journey reflects the growing convergence of content creation and community management. His experience running a Discord server for Achievement Hunter allowed him to bring a personal touch to community management, using his established platform to build a new community for Channel37’s upcoming game.

Key Insights on Community Building – What Worked for Jack:

1. Authenticity is Key

Jack emphasizes that one of the most important aspects of community management is authenticity. Whether streaming games or sharing development updates, being transparent with your audience about the ups and downs of the process can help build trust. Jack explains that when working with Channel37, he actively engages with the community by showcasing the game’s development progress, even when things are still in a rough state.

“Being open about the issues we’re facing and the progress we’re making goes a long way. The community appreciates seeing that raw, unpolished side of development. It builds a sense of inclusion and excitement about the game’s journey,” says Jack.

Managing Toxicity and Fostering a Positive Environment:

2. Creating a Positive Space

Handling toxicity in communities can be challenging, but Jack has developed methods for keeping things positive. While some communities are plagued with negativity, Jack shares that Channel37 has maintained a welcoming and friendly environment by taking proactive measures.

A crucial element of his strategy is swiftly addressing negative behavior. Jack actively monitors interactions, stepping in when necessary to diffuse conflicts before they escalate. He attributes this success to the openness of the community and the authenticity they strive for.

“Our Discord is a place where everyone is encouraged to be kind and respectful. If someone is crossing a line, I step in immediately. It’s about cultivating an environment where positivity thrives.”

3. The Power of Community Engagement

Engaging the community through activities like giveaways, polls, and open discussions can further strengthen connections. Jack highlights that in addition to regular development updates, Channel37’s community enjoys interacting over fun topics like game lore, fan theories, and even behind-the-scenes glimpses into game development.

“Creating a space where community members feel like they have a stake in the game’s development helps keep them engaged. This engagement gives them something to look forward to, and they feel like they’re a part of something bigger,” says Jack.

Leveraging Content Creation for Community Growth

4. Using Streaming and Social Media to Build Loyalty

Content creation remains a central part of Jack’s role at Channel37. He regularly streams on Twitch, showcasing the development of their game. His established following as a content creator allows him to attract people to Channel37’s Discord before they even announce the game. This kind of personal connection, fueled by Jack’s authenticity, helps establish the game’s identity early on.

“Streaming allows us to create a personal relationship with the audience. It’s not just about showing off the game; it’s about being real and inviting people into the process,” explains Jack. By engaging with the community in real-time, Jack creates an interactive space where fans can share their thoughts and suggestions, building excitement for the game.

Overcoming Challenges: Starting Fresh and Growing a Community from Scratch

5. Starting a Community from Ground Zero

When Jack joined Channel37, the community was in its infancy. One of the first challenges he faced was building a community without a concrete product to offer. This required Jack to leverage his existing fanbase and work with them to build a sense of camaraderie before the game was even announced.

“I started by inviting people into the Discord just based on vibes. For the first two months, we didn’t have much to show, but my audience trusted me and joined. Once we had a product to show, that’s when things really took off,” Jack recalls.

The Role of Influencers in Community Building

6. Choosing the Right Influencers for Your Game

As a content creator, Jack knows the importance of influencer marketing. He offers advice for indie game developers looking to collaborate with influencers and creators in a way that feels authentic.

“Reach out to influencers who align with your game’s values and have an engaged audience. Instead of blasting hundreds of generic emails, focus on building real relationships with creators who are genuinely excited about your project,” advises Jack.

For Channel37, Jack carefully selects influencers who would be interested in their game and works with them to ensure the community connection feels genuine.

Tools and Platforms for Community Management

7. Discord as the Heart of Community Building

Jack’s use of Discord for community management is another key element of his success. At Channel37, Discord serves as the hub for community interactions, updates, and development discussions. He explains how this platform helps build an interactive, close-knit community that feels engaged and heard.

“We have several Discord servers set up for different purposes: public-facing channels, studio-only channels, and even private channels for contractors. This structure helps keep the community organized and ensures everything runs smoothly,” Jack explains.

By using Discord’s features, such as roles and permissions, Jack creates tailored experiences for different community members, from casual fans to core supporters.

Anecdotes and Reflections:

Jack Pattillo’s journey from content creator to community manager showcases the power of authenticity, positive engagement, and leveraging personal connections. Whether you’re an indie developer looking to build a community around your game or an aspiring community manager, the lessons Jack shares are invaluable.

From being transparent with your community to maintaining a positive environment and engaging with influencers, building a thriving community takes time, effort, and dedication. But as Jack’s experience demonstrates, it’s worth it when your community becomes an active and supportive force behind your game.

As the gaming industry continues to evolve, community management will remain an essential part of a game’s success. Following Jack’s advice can help developers create a space where their fans feel valued, heard, and connected.

This blog post is inspired by the podcast discussion between Jack Pattillo and Jay Powell on the topic “Building A Thriving Community”

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

The State of the Gaming Industry, Data-Driven Insights with Pontus Mahler:

Investment in the gaming industry is constantly evolving, making it crucial for developers, investors, and publishers to stay informed. In a recent conversation with Jay Powell, CEO and Founder of The Powell Group and IndieGameBusiness® , Pontus Mahler, Managing Director at Agora Gaming Partners, offered data-driven, unfiltered insights into the current state of the gaming industry. In this blog post, we break down the key takeaways from their discussion, which covers everything from venture capital trends to the growth of Asian markets and the challenges faced by developers.

Pontus Mahler’s Journey in the Gaming Industry:

Pontus Mahler’s entry into the gaming industry was unconventional but highly effective. He began as a professional esports player, primarily in Thailand, where he built a massive following. His esports career allowed him to network and learn about game development, and it ultimately led him to consulting for indie studios. His extensive experience in the gaming sector includes work with a pre-seed investment firm, Global Top Round, where he was involved in investing in over 60 studios.

Today, Pontus serves as the Managing Director at Agora Gaming Partners, a firm specializing in investment banking and advisory services for the gaming industry. Agora focuses on mergers and acquisitions (M&A), publishing advisory, and fundraising, offering tailored support to gaming entrepreneurs. His vast experience in both competitive gaming and business makes him uniquely qualified to offer deep insights into the current state of the industry.

Agora Gaming Partners – Helping Studios Scale:

Agora Gaming Partners is a relatively new player in the investment and advisory space, having celebrated its one-year anniversary recently. The firm provides a range of services including M&A advisory, publishing deals, and fundraising for gaming companies. Pontus emphasizes that Agora’s unique selling point is its selective approach—working with only a few clients at a time to provide personalized, hands-on support.

Agora’s team operates remotely, with members based in locations like China, Thailand, Poland, Montreal, and the U.S. By leveraging its international network, Agora helps gaming studios navigate complex markets and scale their businesses effectively. Pontus explains that their goal is to build long-term relationships with entrepreneurs, offering flexible, scalable solutions that are tailored to each client’s needs.

The Investment Landscape – VC and M&A Trends:

The Shift in Venture Capital Investment

The venture capital (VC) landscape in the gaming industry has changed dramatically in recent years. While M&A deals remain relatively stable, VC investment has slowed significantly. Pontus attributes this slowdown to a few key factors, primarily the failure of some highly funded AAA studios. These failures have resulted in fewer reinvestments, as many investors are now more cautious in their approach.

Investors are increasingly wary of big-budget, AAA projects due to the high risks involved. Instead, they are looking for smaller, more sustainable ventures. Pontus notes that many VC firms are trying to rethink their investment strategies, shifting from funding large studios to considering smaller, more manageable indie or mid-sized studios. However, the competition for VC funds remains fierce, and not all developers are successful in securing funding.

M&A Activity: A Bright Spot for the Industry

Despite the slowdown in VC funding, the M&A market remains active. Pontus explains that there is still significant interest in acquiring studios and IP, although valuations have normalized. This normalization is a positive development for the industry, as it brings more realistic expectations for what businesses are worth. Many investors are now focusing on acquiring profitable studios with strong intellectual property (IP), particularly those that are already profitable or have strong growth potential.

Private equity firms and strategic investors, such as Tencent and NetEase, are still looking to acquire gaming companies, though public companies have become more cautious due to market volatility. Pontus also highlights that some large gaming companies have shifted to using a hybrid model of debt, shares, and cash for acquisitions, which makes it more affordable to acquire assets at lower valuations.

The Growth of Asian Markets – A Goldmine for Developers:

Pontus has spent over a decade in Asia and is particularly bullish on the growth of the gaming market in the region. Asia, particularly China, is becoming a dominant player in the global gaming industry. Steam and other platforms are seeing significant growth in these regions, and developers are beginning to realize the immense potential for revenue in Asian markets.

Localization and Community Engagement

One of the most effective ways for developers to tap into Asian markets is through localization. Pontus emphasizes that localization goes beyond just translating a game—it requires understanding the cultural differences and preferences of each country. For instance, a game that works well in the U.S. or Europe might not have the same appeal in Asia unless it’s tailored to local tastes.

While localization can be expensive, Pontus argues that it is well worth the investment. He points out that Chinese gamers alone can contribute between 20-40% of a game’s global sales if the localization is done properly. He also highlights the rise of gaming hardware in Asia, where platforms like Steam are becoming increasingly popular due to lower hardware prices and the availability of affordable GPUs.

The Strategic Advantage of Asian Co-Publishers

For developers who lack the resources to handle the complexities of publishing in Asia, Pontus recommends partnering with local co-publishers. By finding a reliable co-publisher in Asia, developers can tap into local knowledge, networks, and marketing capabilities without having to manage everything on their own. This allows them to focus on game development while ensuring their game reaches a wider audience in Asia.

Pontus notes that co-publishers in Asia can also assist with community management, customer support, and localized marketing, ensuring that developers have the support they need to succeed in these competitive markets. While it may require giving up a portion of revenue, he stresses that the exposure and sales boost are well worth the tradeoff.

The Future of Game Development – Trends to Watch:

Systemic Games and Replayability

As the gaming market matures, Pontus highlights a shift in the types of games that are gaining traction. Investors and publishers are increasingly looking for games that offer systemic gameplay and high replayability. Gone are the days when a short, narrative-driven game could capture the same level of investment. Today’s market demands games that keep players engaged long after the initial playthrough.

Pontus explains that games with systemic elements, such as procedural generation, dynamic worlds, and player-driven narratives, are more likely to succeed in today’s market. These games offer value through long-term engagement, which is essential for both players and publishers looking for sustainable returns.

The Challenges of Securing Funding

As the competition for funding becomes more intense, Pontus urges developers to be strategic in how they present their projects to publishers and investors. Developers need to demonstrate not just a great game but a solid business plan, including a clear path to profitability. Publishers are now looking for evidence that the game can generate sustained revenue, and they expect developers to have a well-defined plan for post-launch support, community engagement, and updates.

Developers who want to attract investment must also be prepared to provide detailed metrics, such as wishlist data, community feedback, and a polished vertical slice. Without these indicators of success, it is increasingly difficult to secure funding, especially with the reduced capital available in the current investment climate.

Anecdotes and Reflections:

The state of the gaming industry is constantly shifting, with significant changes in investment patterns, market dynamics, and player expectations. While challenges remain, there are still opportunities for developers who are willing to adapt and innovate. Whether it’s tapping into the growing Asian markets, focusing on systemic and replayable gameplay, or navigating the complexities of M&A and VC investment, developers must be strategic in their approach to scaling their businesses.

Pontus Mahler’s insights provide valuable guidance for anyone looking to succeed in today’s competitive gaming industry. By focusing on localization, building strong partnerships, and understanding the evolving landscape of investment, developers can position themselves for long-term success.

This blog post is inspired by the podcast discussion between Pontus Mahler and Jay Powell on the topic “The State of the Gaming Industry“.

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

Game Studio Management – How to Survive, Rebuild, and Lead a Game Studio:

Running a game studio is no easy feat. From handling the challenges of self-publishing to managing a team through tough financial situations, studio heads face a constant balancing act. Frederick Brassard, the Studio Head at Nesting Games, shared his insights on surviving, rebuilding, and leading a game studio in a conversation with  Jay Powell, CEO and Founder of The Powell Group and IndieGameBusiness®. Their discussion covered a variety of topics, from effective team management to the trials of self-publishing, providing valuable lessons for anyone looking to run a successful indie studio.

Frederick Brassard’s Journey – From AAA to Indie:

Frederick’s career journey began in the AAA game industry, where he worked with prominent companies like Ubisoft. As a studio head at Nesting Games, he transitioned from large corporate environments to running a smaller indie studio. This move brought about a huge shift in the way he approached management, recruitment, and game development.

A key lesson Frederick learned from his time at AAA studios was the importance of discipline and clear communication within teams. Unlike the large, highly structured AAA studios, indie studios are more agile but also require a different approach to maintain efficiency and productivity. Through his experiences, he has refined a management style that ensures the studio’s operations remain smooth and aligned with their goals, even in the face of uncertainty.

Building a Team – The Importance of Recruitment:

One of the most critical aspects of leading a game studio is recruitment. Frederick emphasizes that the recruitment process is not just about filling positions; it’s about finding individuals who are a good fit for the studio’s culture. Many developers come from AAA backgrounds, and while their resumes are impressive, they often lack hands-on experience with the full production process. This discrepancy can lead to problems in small studios, where everyone needs to be involved in every aspect of development.

Frederick’s recruitment philosophy is rooted in a deep understanding of each candidate’s practical experience, especially their technical skills. During interviews, he and his team ask candidates specific questions about their experience with tools like Unreal Engine to assess their actual expertise, not just their job titles. It’s not enough to have a stellar resume; candidates must demonstrate that they’re willing to roll up their sleeves and contribute to all stages of production.

Self-Publishing, The Challenges and Rewards:

While many indie studios opt to work with publishers, Nesting Games chose to self-publish its game, a decision that came with its own set of challenges and rewards. Frederick believes that self-publishing is an incredible learning opportunity, offering the team the chance to develop skills in areas such as community management, marketing, and financial planning.

Frederick’s team has made a point of staying close to their community, particularly on platforms like Steam. The direct connection with players allows them to gather real-time feedback, which is invaluable in shaping the game’s direction. He also notes that staying hands-on with the community helps build a deeper connection with the players, as they feel like they are communicating with the developers themselves, rather than through layers of social media managers.

Despite the positives, self-publishing is no easy task. It involves a constant grind, as the team has to handle everything from marketing to customer support. For Frederick, the key to managing this workload is discipline—starting every day at 6:30 a.m. and keeping a strict schedule. He also credits his business partner and team for staying highly involved, ensuring that all areas of the game’s development and promotion are covered.

Handling the Challenges of Financial Management:

Self-publishing also means handling the financial aspects of the studio. Frederick stresses that financial planning is essential to surviving in the current climate. In particular, he emphasizes the importance of having a clear and realistic financial plan, including a detailed profit and loss (P&L) statement.

One of the most common mistakes Frederick sees in the industry is failing to clearly define the budget. When pitching to publishers or seeking external funding, it’s critical to provide specific financial projections. Vague answers about the game’s budget can quickly turn off potential investors or publishers, so it’s essential to have a detailed and realistic financial plan in place.

Frederick also notes that studios must be lean in their operations, especially in difficult times. For Nesting Games, staying lean meant making tough decisions, including reducing the team size during challenging periods. He openly admits that laying off employees was one of the hardest decisions he’s had to make, but he underscores the importance of maintaining a lean operation to ensure the long-term survival of the studio.

The Importance of Ego Management and Team Dynamics:

Frederick emphasizes that managing egos within the studio is crucial, particularly when transitioning from larger studios to a smaller indie setup. In big companies, people often get used to managerial roles and may lose touch with the actual production work. This “superstar syndrome” can be toxic in smaller studios, where everyone needs to be hands-on and involved in the entire process.

As a studio head, Frederick works hard to maintain a balanced, ego-free environment where everyone is expected to contribute directly to the production. This includes challenging former AAA professionals who may have grown accustomed to a more detached role. It’s about creating an atmosphere of teamwork, where every member is actively contributing to the game’s success, no matter their title.

Additionally, Frederick believes in empowering junior developers, giving them the freedom to experiment and learn without fear of failure. He encourages a culture where it’s okay to make mistakes, as long as there’s room for growth and learning. Some of the studio’s best performers are junior team members who are hungry to prove themselves, and Frederick finds that empowering them often leads to surprising results.

Navigating Industry Struggles – Advice for Indie Studios:

The game industry is currently facing numerous challenges, from financial instability to increased competition for publisher attention. For smaller studios like Nesting Games, these challenges are even more pronounced. Frederick’s advice to other indie developers is simple: stay focused and keep pushing forward. Even when faced with financial uncertainty or setbacks, it’s crucial to maintain momentum and focus on completing the game.

Frederick acknowledges that the industry can be ruthless, but he stresses the importance of perseverance. He compares running an indie studio to a “war zone,” where every day brings new challenges. Despite these hurdles, he remains optimistic and believes that staying focused on the end goal—the completion of the game—helps keep the team motivated and moving forward.

The Importance of Community and Collaboration:

Another key lesson Frederick shares is the importance of community and collaboration within the indie game space. He encourages developers to connect with one another, share resources, and collaborate on projects. By working together, studios can help each other succeed, even in a competitive market.

Frederick also points out that success in the indie space is not about competing with other studios but rather about building relationships within the industry. Whether it’s sharing tips, cross-promoting games, or offering support, the indie game community thrives when developers collaborate and help each other.

Anecdotes and Reflections:

Running a game studio is a tough but rewarding journey. Frederick Brassard’s experience at Nesting Games demonstrates the importance of strong leadership, clear communication, and financial discipline. From managing team dynamics to making the tough decisions about self-publishing, Frederick’s insights offer valuable lessons for any indie studio head.

As the game industry continues to evolve, indie studios must adapt to new challenges while staying true to their passion for creating great games. By fostering a positive and productive work environment, staying financially lean, and collaborating with others, indie studios can not only survive but thrive in this competitive market. Frederick’s story is a testament to the power of perseverance and leadership in the face of adversity.

This blog post is inspired by the podcast discussion between Frederick Brassard and Jay Powell on the topic “How to Survive, Rebuild, and Lead a Game Studio“.

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

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“.

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

Introduction:

The world of physical game publishing has seen numerous changes in the last few years, with independent companies making a significant impact. JRod Gingerich, the CEO and Physical Game Liaison at Fresh Brewed Games, brings a unique perspective to the industry, especially considering the increasing demand for physical game releases in an increasingly digital world. In this blog post, we’ll explore his journey, the challenges of running a business off the grid, and the innovative approach Fresh Brewed Games is taking to deliver high-quality physical game editions to passionate collectors. In his conversation with host Jay Powell, CEO and Founder of The Powell Group and IndieGameBusiness®, JRod shared invaluable insights and perspectives.

A Unique Journey into Physical Game Publishing:

JRod Gingerich’s path into the gaming industry wasn’t a traditional one. Starting out as a teenager dabbling in video game development with Dark Basic Professional—a tool available before the advent of Unity—he quickly realized his passion for video games. After completing an associate’s and bachelor’s degree in video game design and development, JRod’s career took him to California, where he worked as a game tester for Sony on Little Big Planet Karting.

From there, JRod transitioned into indie game development with his own company, Fresh Brewed Games, though his first major indie project, Indie Assault, was not able to secure enough funding to complete the game. Despite that setback, JRod continued pursuing his entrepreneurial spirit, eventually moving to Oregon and re-entering the gaming industry with a particular focus on physical games—a niche market that has seen a resurgence in recent years. Fresh Brewed Games was born from this passion, offering indie developers a platform to release high-quality, limited edition physical copies of their games.

The Challenges of Running a Business Off the Grid:

What sets JRod apart from many others in the industry is his decision to run Fresh Brewed Games entirely off the grid. Living in a remote area of Oregon, JRod faces unique challenges. While most of his day-to-day work is done at the local library, where he handles tasks like setting up product listings and managing communications, his off-grid lifestyle impacts the logistics of the business. For example, shipping orders, handling customer service, and coordinating with suppliers are all done remotely with the help of his phone and tablet.

Despite the challenges, JRod’s off-grid setup is highly effective. His business is powered by solar energy, and he runs a small warehouse located on his property, which keeps manufacturing and fulfillment processes running smoothly. In addition to using a solar-powered system with lithium-ion batteries, JRod emphasizes how this lifestyle allows him to maintain a high level of sustainability in both his personal life and business.

Bringing Steelbook Collectibles to the Gaming World:

One of the standout features of Fresh Brewed Games is its focus on steelbook releases. Steelbooks are high-quality, limited edition cases that offer a visually stunning alternative to traditional game packaging. These premium releases are a collector’s dream, and Fresh Brewed Games is leading the charge by offering exclusive, beautifully designed steelbooks for physical copies of video games.

Unlike other limited edition publishers, Fresh Brewed Games focuses exclusively on steelbooks. JRod and his team work with talented artists to create artwork that highlights the unique aspects of each game. The steelbooks come with a range of features, such as holographic art cards that include the controller layout on the back, adding a touch of nostalgia while providing players with essential information. These releases are specifically designed for hardcore collectors and offer a version of the game that reflects the passion and dedication of the developers behind it.

While Fresh Brewed Games doesn’t offer massive, collector’s edition extras like statues or t-shirts, they focus on delivering the highest quality physical product with every release. This level of attention to detail is what makes Fresh Brewed Games stand out from larger, more established publishers.

Standing Out in a Niche Market:

The physical game market, particularly for niche titles, can be highly competitive. While there are a few companies out there specializing in limited edition releases, Fresh Brewed Games sets itself apart by offering a deep focus on quality over quantity. JRod’s dedication to supporting indie developers and providing them with high-quality physical releases that they might not traditionally have access to is a key differentiator.

Fresh Brewed Games offers a unique approach by exclusively working with developers to produce steelbook editions of their games. Rather than just offering another physical version of a game, Fresh Brewed’s steelbooks are designed to be a piece of art, which collectors can appreciate both as a product and as a work of creative expression. This passion for quality craftsmanship is central to their business model and resonates with customers who want more than just a game in a box.

The Physical Game Revival – A Growing Trend:

While the gaming industry has increasingly shifted to digital platforms over the past decade, there has been a noticeable resurgence in the demand for physical games, especially in the indie game sector. The growth of limited edition physical releases, including steelbooks, has become a major part of this revival.

Large corporations like Sony and Nintendo have long been the standard for physical game publishing, but JRod and other indie publishers have recognized an opportunity to provide indie developers with a unique way to stand out in the market. With major publishers focusing more on digital releases, indie developers now have a chance to bring something special to fans of physical media, especially those who are passionate collectors.

Fresh Brewed Games has positioned itself as a leading player in this niche market, focusing on quality and exclusivity. By offering limited print runs—usually around 2,000 copies per game—the company is able to ensure that each release feels special, while keeping production costs manageable.

The Logistics of Physical Game Publishing:

One of the challenges that comes with physical game publishing, especially for niche indie games, is the logistics of production and distribution. For Fresh Brewed Games, the process begins with pre-orders on their website, where customers can secure their copy before the official release. Once pre-orders are fulfilled, the games are made available for purchase on platforms like Amazon and Walmart, but JRod makes it clear that the real focus is on direct-to-consumer sales through Fresh Brewed’s own website.

Fresh Brewed Games works to maintain a strong customer service experience, ensuring that the physical game is shipped with care and in high-quality packaging. Shipping costs, including international shipping, are handled with transparency, which helps build trust with their customer base. Additionally, the company’s lower margins compared to competitors allow them to pass savings on to their customers, further improving the value of each purchase.

Looking Toward the Future:

Fresh Brewed Games is still in its early stages, but the company is already planning for the future. This includes the launch of upcoming titles, such as Speed Alarm and Project Tower, which are set to hit shelves in the coming months. These games will be offered in limited edition steelbook versions, and pre-orders are already available. JRod also mentions plans to scale up the company’s operations, bringing on additional team members to help with social media and graphic design, as well as expanding their game offerings.

The company is also exploring potential partnerships with larger publishers, but JRod is clear that Fresh Brewed Games will always prioritize the quality of their physical releases. Their commitment to offering collectors unique and visually striking steelbooks will remain central to their identity.

As JRod and Fresh Brewed Games continue to grow, their focus on the niche market of premium physical releases remains steadfast. By collaborating with indie developers, offering collectors high-quality products, and staying true to their values of sustainability and quality, Fresh Brewed Games is paving the way for a new era of physical gaming.

Anecdotes and Reflections:

This post provides a deep dive into the exciting world of physical game publishing through the lens of Fresh Brewed Games. By focusing on premium, limited-edition steelbook releases, JRod Gingerich and his team are not only giving indie developers a platform for their games, but they’re also reigniting the passion for physical games among collectors. Whether you’re a developer looking for a unique way to bring your game to fans, or a collector searching for your next prized possession, Fresh Brewed Games offers an exciting opportunity for both sides of the industry.

This blog post is inspired by the podcast discussion between JRod Gingerich and Jay Powell on the topic “Physical Game Publishing and Distribution”.

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

Introduction:

The gaming industry has seen dramatic changes over the last few decades, but few individuals have experienced as much of its evolution as Jim Hudson. With 30 years of experience, Jim has worked across major studios, from Activision and EA to Microsoft, and even the startup world. In his conversation with host Jay Powell, CEO and Founder of The Powell Group and IndieGameBusiness®, Jim shared invaluable insights and stories from his journey.

From Music and Film to Gaming:

Jim’s journey into the gaming world wasn’t a direct one. Like many creatives, he started in the entertainment industry, initially trying to make a name for himself in music and theater. He was a member of a band in LA during the grunge era but found the experience less than fulfilling as his hair began to fall out. His theatrical ambitions led him to start a company in downtown LA, and he even worked as a production assistant on In Living Color at Fox TV.

It was during this time that Jim’s life took a new turn. A friend, Greg Borud, who was producing a musical with Jim, received a phone call from Activision, leading to an opportunity in the game industry. Jim Hudson was offered a job testing games. At that point, it was simply a day job, a far cry from his aspirations in music and theater. But as Jim worked at Activision testing games like Mech Warrior II, his interest in gaming grew.

The switch from traditional entertainment to games wasn’t instant, but it marked the beginning of a new chapter. Jim began to understand the nuances of the industry and was drawn to production. From there, he moved to a role as a producer, working on titles like Battlezone II and Castle Wolfenstein.

The Early Days at Activision and Beyond:

Activision was where Jim learned the ropes of game production. His transition into the world of Battlezone II wasn’t just about pushing out a product; it was about honing his skills in a fast-paced, often chaotic environment. After seven years, Jim realized he had hit a ceiling and needed a new challenge. This led him to Santa Cruz, California, where he joined a startup working on Medal of Honor: Breakthrough—a project that would eventually become one of the hallmarks of the Medal of Honor series.

Working on Medal of Honor: Breakthrough was a pivotal moment in Jim’s career. It was the first time he was fully immersed in a startup environment, with a team that was just beginning to carve out its niche in the gaming world. The project was full of challenges, but the experience taught him to appreciate the rewards of being involved in a smaller, more agile team where every decision and contribution had a direct impact on the final product.

Jim’s success at the startup opened up further opportunities. After the company folded, he moved to Austin, Texas, and worked with Aspire Media, which had a partnership with Bungie’s founder, Alex Seropian, and was responsible for releasing Stubbs the Zombie: Rebel Without a Pulse. This time, Jim Hudson was able to channel his experience into managing the complexities of porting games, all while navigating the intricacies of smaller publishing houses.

The Big Leagues – EA, Microsoft, and Expanding Horizons:

One of the major turning points in Jim’s career came when he joined Microsoft. This was during the time when the company had acquired Massive Incorporated, a technology that allowed games to feature dynamic in-game advertising. Jim was tasked with helping integrate this technology into games. The job offered perks such as great benefits and financial stability, but it also required navigating the complexities of a massive company.

Jim’s time at Microsoft provided a behind-the-scenes look at the intricacies of working within a global tech giant. He encountered both the advantages of having a stable paycheck and a slew of benefits, as well as the drawbacks of being a small cog in a giant machine. Despite working with some of the best minds in the industry, Jim found that the corporate environment didn’t always offer the creative freedom that he had experienced at smaller companies.

After the Great Recession hit, Jim found himself without a job when Microsoft’s in-game advertising project was shuttered. His next big step came when EA brought him back into the fold for Command & Conquer: Generals 2. Unfortunately, leadership changes led to the cancellation of the game, a setback that stung after two years of hard work.

However, Jim’s resilience kept him in the game, and after some time, he shifted his focus toward a completely new venture: the world of slot machines. Moving to Las Vegas, he worked on developing software for slot machines at IGT, using the Ascent engine, based on Unity. Although it was a departure from the gaming industry he knew and loved, it was a rewarding challenge and gave him new skills that would later be useful when he returned to his first passion: video games.

Embracing New Technology and Finding Success in VR:

One of the more unique projects Jim worked on in recent years was Blade Runner: Revelations, developed by Seismic Games. Jim was recruited to work on the game for Google’s mobile VR platform, Daydream. Despite the early excitement around VR, Google eventually shut down the Daydream platform, ending the project prematurely. However, the experience marked a turning point for Jim, who began to understand the potential and the limitations of new and emerging technology in the gaming world.

Throughout his career, Jim has embraced the challenges of learning new technology, whether it was developing in-game advertising systems at Microsoft or adapting to virtual reality at Seismic Games. His experiences with cutting-edge platforms have shaped his understanding of the evolution of the gaming industry and the technological hurdles that come with it.

The Cycles of Game Development:

Jim’s 30 years in the industry have taught him that the gaming world is cyclical. He has witnessed first-hand the ebb and flow of different trends, from the early days of testing games to the emergence of major technologies like in-game advertising and virtual reality. This constant change has helped him understand what it takes to navigate a career in game development.

In the early stages of his career, Jim was focused on making it big in entertainment. Over the years, however, he found that gaming offered something the traditional entertainment industry couldn’t: stability, purpose, and the opportunity to work on exciting projects that could change the gaming landscape. Through the ups and downs of the industry, Jim has learned to appreciate the small wins and focus on the relationships built along the way.

Advice for Aspiring Game Producers:

For those starting their own journeys in the game industry, Jim’s advice is clear: be passionate, but also be pragmatic. While it’s easy to get caught up in the allure of working on your favorite genre or game type, Jim emphasizes the importance of understanding what sells and what doesn’t. He encourages aspiring producers to narrow their focus to a specific area and become an expert in that field.

Jim also suggests that newcomers gain hands-on experience. Whether it’s by working in quality assurance (QA), starting with smaller indie games, or volunteering for game jams, there are many ways to get your foot in the door. The key is to learn as much as possible and remain adaptable, as the industry is constantly evolving.

Additionally, Jim Hudson encourages those looking to break into the industry to be persistent. In his words, “success is walking from failure to failure with no loss of enthusiasm.” This mindset has carried him through some of the toughest challenges in his career, and he believes it’s essential for anyone wanting to make a lasting impact in the gaming world.

Embracing the Future – AI, VR, and More:

Looking ahead, Jim sees artificial intelligence (AI) and virtual reality as major game-changers. While AI is already being used for tasks like localization, Jim predicts that it will soon play an even bigger role in shaping the gaming industry. He believes that AI could become a crucial tool for developers, helping them streamline processes and deliver more personalized gaming experiences.

At the same time, Jim remains cautious about some of the newer technologies, including AI-driven art creation. While he sees the potential, he also acknowledges the risks and ethical considerations involved. Still, his overall outlook is one of optimism, as he believes the gaming industry will continue to push boundaries and provide opportunities for creative expression.

Anecdotes and Reflections:

Jim Hudson’s 30-year career in the game industry has been nothing short of eventful. From working on early Medal of Honor titles to exploring new frontiers in virtual reality and AI, Jim’s journey reflects the adaptability and resilience needed to thrive in a constantly changing industry. His advice for the next generation of developers is clear: stay focused, embrace new technologies, and, most importantly, keep learning. Whether you’re just starting out or have been in the industry for years, the game industry offers endless possibilities for growth and discovery.

This blog post is inspired by the podcast discussion between Jim Hudson and Jay Powell on the topic “30 Years in the Game Industry: Stories & Lessons“.

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

Introduction:

In a recent episode of the IndieGameBusiness® podcast, Dan Long, hosted a fascinating conversation with Ben Kvalo, the Founder and CEO of Midwest Games. Titled “From Startup to Success: The Midwest Games Story,” the podcast took a deep dive into the origins of Midwest Games, its rapid growth in the video game industry, and the invaluable lessons that can be gleaned from Ben’s journey as a founder. In this blog post, we’ll explore the highlights of their conversation, providing summaries under each major header to help you understand what makes Midwest Games tick. Whether you’re an aspiring entrepreneur, an indie game enthusiast, or simply curious about what it takes to succeed in this fast-paced industry, this comprehensive look will offer valuable insights.

The Genesis of Midwest Games:

Summary:
Dan Long kicked things off by asking Ben Kvalo about his journey into the gaming world and how Midwest Games came to be. Ben’s story is rooted in a passion for interactive media and a keen interest in nurturing local gaming talent. Born and raised in the Midwest, he recognized the untapped potential of the region’s creative minds early on. This realization became the spark that led him to found Midwest Games.

A Homegrown Ambition:

Growing up, Ben was always fascinated by video games and the diverse narratives they could tell. From an early age, he gravitated toward technology and design, eventually taking up coding and dabbling in game creation during his school days. While the coasts of the United States are often viewed as the go-to hubs for tech and gaming, Ben was determined to prove that world-class talent also thrives in the heartland. This ambition drove him to stay in the Midwest and build a studio that could serve as both a creative outlet and a community hub.

Vision Meets Execution:

It wasn’t just about launching a game studio, it was about laying the groundwork for a long-term, sustainable enterprise. Ben leveraged his connections, from local universities to tech communities, to assemble a like-minded team. In the podcast, he recalled the early challenges of finding investors and mentors who believed in the possibilities that the Midwest could offer. However, his unwavering focus on quality, coupled with a bold vision, soon caught the attention of angel investors and advisors from larger gaming markets.

Overcoming Early-Stage Hurdles:

Summary:
Starting an indie gaming studio is never without its obstacles. In this section of the podcast, Ben and Dan discussed the common, and not-so-common, challenges that confront game developers in the early stages of business development. Everything from funding constraints to team building came under scrutiny.

Funding Challenges:

One of the biggest hurdles for any startup is finding the right type of funding at the right time. Midwest Games began life with a small pool of savings and a modest angel investment. However, Ben emphasized the importance of being prudent and strategic with finances. From selecting the most critical hires to focusing on core game features, every expense was made to count. This mindset helped Midwest Games stretch its budget without compromising on its core vision.

Team Building and Culture:

The people behind the scenes can make or break a startup, and Ben was careful to assemble a team aligned with Midwest Games’ values. According to Ben, nurturing a healthy work culture is critical, especially when deadlines loom and pressure mounts. By fostering transparency and open communication, Midwest Games was able to maintain morale and keep turnover low. Dan Long noted that this approach often separates successful indie studios from those that burn out quickly.

Crafting the Midwest Games Identity:

Summary:
Defining a unique brand identity can help a startup stand out in an increasingly crowded indie gaming scene. During the discussion, Ben delved into how Midwest Games cultivated its distinctive voice, focusing on quality storytelling, immersive gameplay, and a strong sense of community engagement.

Story-Driven Approach:

Midwest Games’ titles are often lauded for their compelling narratives, where character development and plot twists take center stage. Ben highlighted that narrative depth can drive emotional investment from players, turning casual gamers into ardent fans. By blending cutting-edge graphics, engrossing sound design, and carefully crafted story arcs, Midwest Games creates experiences that resonate deeply with players.

Community Connection:

Community engagement is more than just a buzzword for Midwest Games—it’s part of the studio’s DNA. From early access demos to social media polls, the team actively involves players in shaping the direction of their games. This ethos not only builds loyalty but also provides invaluable feedback during the development process. Ben shared how listening to the community has helped refine game mechanics and even inspired new features.

Navigating the Indie Gaming Marketplace:

Summary:
Dan and Ben took a broader view in this segment, discussing the ins and outs of getting an indie game discovered in a marketplace saturated with thousands of titles. Steam, Nintendo eShop, PlayStation Store, and other digital storefronts offer massive opportunities, but also massive competition.

Standing Out on Digital Platforms:

Ben stressed that visibility can be a game-changer. Early in the studio’s journey, Midwest Games invested in marketing strategies tailored to indie developers, such as leveraging indie game conferences, community-driven social platforms like Reddit, and streaming partnerships on Twitch. By focusing on genuine relationships with content creators and gamers, they managed to rise above the noise and secure coveted “Featured” slots on major platforms.

The Power of Networking:

Networking isn’t only for big corporations; in the indie space, personal connections can open unexpected doors. Ben attended conventions like PAX and Gamescom to meet collaborators, track trends, and learn from experts. You never know who might unlock your next opportunity.

Scaling Up – From One Title to Multiple Hits:

Summary:
After the initial success of their debut title, Midwest Games faced a new challenge: scaling up without losing the creative spark that defined their work. In the podcast, Ben and Dan discussed the critical transition from a small outfit to a growing studio.

Expanding the Team:

With more projects in the pipeline, Ben had to expand the roster quickly. However, growth brings its own set of pitfalls, such as maintaining a cohesive culture and ensuring effective communication across multiple teams. Midwest Games handled this by implementing agile methodologies and clear organizational structures. Daily stand-ups, open Slack channels, and project management tools like Trello or Jira were essential in keeping everyone aligned.

Diversifying the Portfolio:

One of the strategies Midwest Games employed was diversifying its project portfolio. Instead of relying on a single title, the studio branched out to include games in different genres while still maintaining their brand ethos of narrative richness. This approach allowed them to reach a broader audience, mitigate risks, and experiment with new ideas. Ben highlighted that this diversification also attracted more talent, eager to work on varied and innovative projects.

The Power of Community and Partnerships:

Summary:
Collaboration and community support are pivotal to survival in the indie gaming realm. Dan Long, brought up how strategic partnerships can accelerate growth, facilitate funding, and open doors to new audiences.

Local Collaborations:

Midwest Games has consistently collaborated with local artists, musicians, and universities. By tapping into a rich pool of regional talent, the studio has fostered a unique Midwestern flair in its games. This synergy also helps build community goodwill, something that fosters long-term loyalty. Ben underscored how local partnerships have created a pipeline for both fresh ideas and future team members.

Industry Allies

On a larger scale, Midwest Games has partnered with established publishers and distributors, capitalizing on their market reach. Collaborative marketing campaigns, cross-promotions, and co-development opportunities have all contributed to a wider fan base. Ben emphasized that these alliances go beyond mere transactions; they are built on shared values and mutual respect.

Advice for Aspiring Indie Developers:

Summary:
As the conversation neared its end, Dan asked Ben what advice he would give to developers looking to start their own gaming studio or launch their first title. The insights offered are invaluable for anyone hoping to break into the competitive world of indie gaming.

1. Stay True to Your Vision: Ben stressed that every game should have a clear identity that reflects the team’s passion. Chasing market trends or imitating popular titles without genuine enthusiasm rarely yields a breakthrough hit.
2. Manage Your Resources Wisely: Funding is a finite resource for most startups. Focus on essential features first and plan meticulously before you begin development.
3. Engage with Your Community: Early feedback can save months of development time. Build an email list, maintain an active presence on social media, and don’t underestimate word-of-mouth promotion.
4. Network Relentlessly: Conferences, game jams, and online forums are all avenues for meeting people who can propel your career. Keep your pitch polished, and be ready to demonstrate how your game stands out.
5. Learn from Failure: Not every project will be a hit. The key is to extract lessons from setbacks and pivot accordingly.

Looking Ahead – The Future of Midwest Games:

Summary:
Midwest Games shows no signs of slowing down. Ben talked about upcoming projects, potential partnerships, and a continued focus on community engagement. Their vision is to expand beyond traditional platforms, possibly venturing into VR, AR, or emerging technologies as they mature.

Innovations on the Horizon:

While details remain under wraps, Ben hinted that the studio is exploring new storytelling methods that leverage next-gen consoles and possibly virtual reality devices. The emphasis is on immersion and deep interactivity—key aspects that align with Midwest Games’ brand identity.

Committing to the Indie Spirit:

Despite scaling to handle multiple titles, Ben reiterated Midwest Games’ commitment to the indie spirit of creativity, risk-taking, and community-centric development. Even as they grow in size and revenue, the company plans to maintain its open-door policy for aspiring developers seeking mentorship.

Anecdotes and Reflections:

Summary:
The conversation between Dan Long and Ben Kvalo offered a comprehensive look into the complexities of building and sustaining a successful indie game studio. From navigating the financial tightrope of startup life to building an impassioned fan base, Midwest Games’ journey serves as a roadmap for anyone considering a similar path.

• Focus on a Strong Core: Whether it’s a compelling narrative or innovative gameplay, the heart of a game needs to resonate with players.
• Community Is Everything: Actively engaging with fans yields feedback that refines the product and builds loyalty.
• Partnerships Fuel Growth: Strategic collaborations, both local and international, can rapidly expand your reach.
• Adapt and Evolve: The gaming industry moves fast. Staying agile and open to new technologies will help maintain relevance.
• Passion Prevails: Authentic passion for gaming shines through in every aspect of development, marketing, and community engagement.

This blog post is inspired by the podcast discussion between Ben Kvalo and Dan Long on the topic From Startup to Success: The Midwest Games Story.

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

Introduction:

Physical Game Releases: In the latest episode of the IndieGameBusiness® podcast, host Jay Powell, CEO and Founder of The Powell Group and IndieGameBusiness® sits down with Michael Yum, CEO of PM Studios. They explore the significance of physical releases for indie games, debunking the common notion that physical media is becoming obsolete in the gaming industry. Michael shares insights from his journey, starting as a QA tester to leading a company that has redefined indie publishing and distribution.

Michael Yum’s Journey – From QA Tester to CEO:

Michael Yum’s career is a testament to resilience and innovation. Starting as a QA tester at UFO Interactive, Michael gradually worked his way into game production and design. His transition from employee to entrepreneur began when he borrowed money from family to fund his first project.

PM Studios started with a dream to create engaging rhythm games, a genre Michael was passionate about. With hard work and a bit of luck, the studio’s debut game, DJ Max, became a massive success. Today, PM Studios handles both digital and physical game distribution, partnering with developers and publishers to bring indie titles to a broader audience.

Why Physical Releases Still Matter:

Contrary to popular belief, physical game sales remain a vital revenue stream for many developers. While digital sales dominate the market, Michael explains that physical releases offer stability. Retail distribution often guarantees a set number of units sold, which provides financial predictability that digital sales cannot always match.

Physical copies also serve as collector’s items, offering fans something tangible to cherish. In some cases, physical sales can surpass digital revenue, especially when developers include special editions or exclusive merchandise.

Barriers to Entry for Physical Distribution:

For indie developers, breaking into the physical market can be daunting. Michael outlines some key challenges:

1. High Manufacturing Costs: Producing physical copies often requires a substantial upfront investment.
2. Retail Partnerships: Retailers typically prefer working with established distributors rather than single developers.
3. Marketing Requirements: Creating eye-catching packaging and promotional materials is essential to stand out on store shelves.

Michael emphasizes the importance of partnering with experienced publishers or distributors to navigate these hurdles.

The Role of Retail in Indie Game Success:

Retail partnerships not only provide a revenue stream but also offer promotional support. Stores like GameStop and Walmart actively market games through advertisements and in-store promotions. Michael notes that retailers are keen to support developers, as they also benefit from the success of physical releases.

Tips for Indie Developers Exploring Physical Releases:

For indie developers considering physical distribution, Michael provides actionable advice:

• Choose the Right Price Point: Align your physical pricing with market expectations to maximize appeal.
• Offer Collector’s Editions: Adding unique items like art books or figurines can enhance the value proposition.
• Plan for Manufacturing Lead Times: Physical releases require months of preparation, from production to shipping.

The Future of Physical Media:

While digital trends continue to grow, Michael predicts that physical media will remain relevant for at least one more console generation. Regions like Asia and parts of Europe still favor physical copies due to limited digital infrastructure. Additionally, the tactile experience of owning a physical game holds enduring appeal for collectors.

Collaborations with Developers and Publishers:

PM Studios has expanded its role, not just publishing games but also supporting developers in localization, QA, and distribution. Michael highlights their flexibility in working with both small indie teams and larger publishers, ensuring every game gets the attention it deserves.

Lessons from a Collector Turned Publisher:

Michael’s passion for collecting video games informs his approach to publishing. He emphasizes the importance of standout packaging, strong naming conventions, and impactful cover art. These elements can make or break a game’s success in a retail setting.

Anecdotes and Reflections:

Physical game distribution is not just a relic of the past—it’s a valuable avenue for indie developers to diversify their revenue streams and engage with their audience. Michael Yum’s expertise and passion shine through, offering a roadmap for indie developers to navigate the complexities of retail distribution.

For those ready to explore the potential of physical releases, partnering with experienced distributors like PM Studios can open doors to untapped markets and ensure a game’s success across both digital and physical platforms.

This blog post is inspired by the podcast discussion between Michael Yum and Jay Powell on the topic “Why Indie Developers Should Consider Physical Releases for Their Game “.

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

Introduction:

Indie game development has always been the dream of many aspiring creators, but the journey is far from simple. On the latest episode of IndieGameBusiness®, Jay Powell, CEO and Founder of The Powell Group and IndieGameBusiness®, speaks with Jonathan Concepcion, lead developer and founder of Galactic Slice, about his transformation from a part-time developer with a simple game concept to a full-time indie game creator. The discussion dives into the key milestones, struggles, and valuable insights Jonathan encountered while working toward his dream.

How It All Began – A Passion for Gaming and an Unexpected Catalyst:

Jonathan Concepcion’s journey into indie game development began with a childhood love for games, especially RPGs like Kingdom Hearts. Though he initially went to college for game design, the path wasn’t straightforward. After a detour into retail, an injury led him to re-evaluate his career path and reignite his passion for game creation.

Inspiration and Concept
Jonathan set out to create something simple yet engaging. He found inspiration in titles like Pixel Dungeon, which led to the creation of One Bit Adventure, a minimalist, pixel-art RPG designed as an endless scroller. His goal was to make a game that was easy to play but still challenging, accessible, and, importantly, unique in the mobile game market.

Overcoming Initial Challenges – From Ideas to Execution:

Creating an indie game without resources or prior experience is challenging. Jonathan encountered numerous obstacles in the development and monetization of One Bit Adventure.

Deciding on Free-to-Play
Jonathan wanted to reach as many players as possible, so he decided on a free-to-play model, leveraging in-game ads and in-app purchases. To avoid the dreaded “pay-to-win” stigma, he carefully balanced monetization, focusing on cosmetic purchases and revives rather than gameplay advantages, ensuring a level playing field for all users.

Building a Community
With a limited marketing budget, Jonathan relied on word-of-mouth and community feedback to grow his player base. Through Google Play and the App Store, One Bit Adventure gained traction, eventually reaching over 3.4 million downloads. He attributes much of this success to community involvement and feedback, which influenced the game’s development and longevity.

Marketing on a Budget – Strategies and Lessons Learned:

Marketing is often the Achilles’ heel for indie developers, and Jonathan admits it was a significant learning curve.

The Power of App Store Exposure
Getting One Bit Adventure featured as the App of the Day on the App Store was a pivotal moment. This exposure brought in a wave of new players, demonstrating the importance of visibility on major platforms. Jonathan acknowledges that this exposure wouldn’t have happened if he hadn’t made the game accessible through a free-to-play model.

Outreach and Social Media
Jonathan initially tried traditional outreach methods, such as emailing reviewers and mobile gaming websites. However, he found greater success by posting on social media and connecting with players on Discord. Discord, in particular, allowed him to build a dedicated community where players could share feedback, discuss features, and support each other. This organic community-building approach proved invaluable for long-term engagement.

Handling Burnout and Maintaining Motivation:

The journey to becoming a full-time developer can be grueling, and Jonathan emphasizes the importance of stepping back when burnout hits.

Strategies for Avoiding Burnout
When the demands of development became overwhelming, Jonathan found it helpful to take a break from the project entirely. These intentional breaks allowed him to return with fresh ideas and renewed motivation, preventing burnout from derailing his progress. As his community grew, members began to understand his need for balance, creating a supportive environment that fostered both his mental health and the game’s development.

Involving the Community
Jonathan’s community has not only supported him but has also contributed creatively to the game. Community members have designed skins and suggested features, some of which have been implemented in One Bit Adventure. This collaboration has turned players into stakeholders, creating a loyal fanbase willing to support Jonathan’s future projects.

Balancing Development and Community Feedback:

One of the most challenging aspects of indie game development is balancing player feedback with the original vision for the game. Jonathan often receives feature requests that, while interesting, would require an enormous amount of work or change the game’s fundamental mechanics.

Feature Creep and Staying True to the Vision
To avoid feature creep, Jonathan learned to be upfront about what he can and cannot include in the game. For instance, despite repeated requests, he decided against adding multiplayer to One Bit Adventure, as it would fundamentally alter the game. He relies on community voting to gauge interest in specific features and prioritizes those that align with his vision and resource constraints.

Maintaining Balance in a Live-Service Game
Since One Bit Adventure is a live-service game, Jonathan continually adds content to keep players engaged. He aims to keep updates manageable, implementing quality-of-life improvements or minor features without losing sight of the game’s core. This approach allows him to extend the game’s lifespan without overwhelming himself or straying from his vision.

The Next Chapter – Dungeon of Greed and Expanding Horizons:

Having achieved success with One Bit Adventure, Jonathan is now working on a new project: Dungeon of Greed. This game will introduce multiplayer and new gameplay elements, expanding on the lessons he learned from his first game.

Lessons Applied to Dungeon of Greed
Jonathan is taking a more structured approach with Dungeon of Greed, including planned features, budgets, and set milestones. He’s also applying naming conventions and code organization practices from One Bit Adventure to make future updates more manageable and ensure the project’s sustainability.

Shifting to a Premium Model
Unlike One Bit Adventure, Dungeon of Greed will follow a premium model rather than free-to-play, allowing Jonathan to focus on creating a complete experience from the start. This shift will enable him to include more ambitious features and target new platforms, such as consoles and Steam, broadening his audience.

Key Takeaways for Aspiring Indie Game Developers:

Jonathan’s journey from part-time developer to full-time indie creator offers valuable lessons for those looking to break into the gaming industry.

1. Start Small and Build Up: By beginning with a simple project, Jonathan could refine his skills, establish a community, and generate revenue without overwhelming himself with complexity.
2. Community Engagement is Essential: Building a supportive community has not only driven downloads but also helped him manage the game and get valuable feedback for improvements.
3. Marketing Matters, Even on a Budget: Jonathan’s experience highlights the importance of App Store visibility, consistent community engagement, and using social media strategically.
4. Balance Feature Requests with Vision: Not every player suggestion should be implemented. Staying true to the game’s original vision prevents feature creep and keeps development manageable.
5. Have a Sustainable Work Process: Avoiding burnout through scheduled breaks and time for self-care is essential for long-term success in indie game development.

Anecdotes and Reflections:

As Jonathan transitions into the development of Dungeon of Greed, he takes the skills, experience, and community support from One Bit Adventure with him. His journey is a testament to the possibilities that come with dedication, learning from each step, and building a community around your passion.

Whether you’re an aspiring game developer or a fan of indie games, Jonathan Concepcion’s story is an inspiring reminder that with perseverance and the right strategies, creating and sustaining a indie game development career is possible.

This blog post is inspired by the podcast discussion between Jonathan Concepcion and Jay Powell on the topic “From Simple Game to Full-Time Indie Developer”.

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

Introduction:

In a recent IndieGameBusiness® podcast episode, Jay Powell, CEO and Founder of The Powell Group and IndieGameBusiness®, hosted Brett Taylor, the founder of My Dog Zorro, to explore the unique challenges and opportunities in indie game development. Brett shares his journey, discussing the pivotal career moves, personal growth, and the importance of work-life balance in game development. Here’s a deep dive into Brett’s insights and advice for aspiring indie developers.

Getting Started in the Game Industry – Brett’s Journey:

Brett’s path into the gaming world began in college, where he first experimented with programming. He transitioned from learning the basics to an internship at Arcadium in New York City, marking his entry into the industry. After spending a few years honing his craft, Brett founded My Dog Zorro in 2015, driven by a personal loss and the motivation to create his own studio.

His debut game, Linelight, was released in 2017 and received critical acclaim. This project not only marked Brett’s first major success but also established him in the indie game development community.

Overcoming Grief and Following Dreams:

A major turning point for Brett was the loss of his mother, which he cites as a defining moment. Brett reflects on how this experience made him reevaluate what mattered most in life. He shared how this loss inspired him to follow his passion for game development and make a leap into solo game development as a way to honor his mother’s memory.

By 2017, Linelight had launched, a minimalistic puzzle game that showcased Brett’s skills as a solo developer. The game’s success helped Brett understand the importance of connecting with players and staying authentic to his vision.

Embracing VR – The Shift to Virtual Reality with Snapstick:

Brett’s venture into VR was both unexpected and transformative. After trying an Oculus VR headset in 2022, he quickly saw the potential for creating unique, immersive experiences that traditional gaming couldn’t offer. His VR passion project, Snapstick, was launched in 2023 and highlighted Brett’s adaptability and willingness to experiment.

Brett explains that creating a VR game requires a different approach to design. “VR is about creating an experience that feels truly present,” he notes. This immersion, coupled with a comedic, puzzle-based gameplay style, makes Snapstick a memorable and engaging experience for players.

The Challenges and Rewards of Indie Development:

Brett acknowledges that while working independently can be liberating, it often comes with loneliness. The transition from a mid-sized company to solo development made him realize how isolating it can feel to work without a team to share in the highs and lows. However, Brett also highlights the importance of self-discipline, creating his own structure, and finding a routine that keeps him motivated.

Another key challenge is the lack of immediate feedback. Unlike larger studios, where collaboration and feedback are constant, solo developers often work without real-time input from colleagues. Brett emphasizes the importance of connecting with other indie developers to overcome this isolation, even if it’s through online forums or industry events like GDC.

Lessons in Self-Improvement and Seeking Support:

Brett is a firm believer in self-improvement. He credits much of his personal growth to working with a life coach, who has helped him maintain a healthy work-life balance and stay motivated despite the many challenges of indie game development. “Validation is essential,” he shares, highlighting the importance of surrounding yourself with people who believe in your work.

Through these experiences, Brett has learned the value of having a strong support system. He encourages other developers to seek out coaches, mentors, or supportive peer groups to help navigate the emotional ups and downs of the industry.

Developing Work-Life Balance: Insights from Denmark and Spain:

Relocating from New York to Denmark, Brett experienced a cultural shift that transformed his approach to work-life balance. He recalls the Danish work culture as a breath of fresh air, with an emphasis on health and well-being. In contrast to the U.S., where long work hours are the norm, Danish culture encouraged him to prioritize personal time and enjoy life outside of work.

Now based in Barcelona, Brett continues to embrace this philosophy. He has found that regular social activities, such as improv and language meetups, help him maintain his mental well-being and keep him grounded amid the stresses of solo development.

Managing the Downsides of Indie Development – Marketing and Asset Testing:

Brett admits that, while he’s comfortable with game design, marketing remains a challenge. He emphasizes the importance of starting marketing efforts early and testing game assets to ensure they resonate with the audience. This experience with Snapstick taught him to prioritize strong visuals and messaging that clearly communicate the game’s concept and appeal.

According to Brett, conversion rates hinge heavily on effective marketing assets. To improve this aspect, he advises indie developers to actively seek feedback and refine their marketing approach based on player interest and engagement data.

Tackling Setbacks – Navigating Industry Changes and Market Shifts:

One of the unexpected challenges Brett encountered was the shift in the VR market. With Meta merging App Lab and Horizon Store, the market became flooded with free games, affecting sales for paid games like Snapstick. Despite this, Brett remains optimistic, viewing this as a learning experience and a chance to adapt to industry trends.

While acknowledging that some challenges are beyond his control, Brett has learned to focus on what he can influence. He encourages indie developers to accept setbacks as part of the journey and to continuously adapt to stay resilient.

Key Advice for Aspiring Indie Developers:

Reflecting on his journey, Brett shares valuable advice for new developers:

1. Embrace Self-Improvement: Seeking personal growth is crucial, especially in an industry as demanding as game development.
2. Value Your Well-Being: Prioritize self-care, whether it’s physical health, social needs, or mental relaxation.
3. Focus on Marketing: Start early, engage players, and continuously test to see what resonates.
4. Find Your Support System: Whether it’s through a coach, peer group, or mentors, having a support network can be invaluable.
5. Stay Adaptable: Industry changes can be challenging but remaining flexible will help you navigate the ups and downs.

Moving Forward – Brett’s Vision for the Future:

Brett’s goals for the future are grounded in his passion for creating meaningful and impactful games. He envisions his next project as one that embodies his personal values and combines creativity with purpose. By prioritizing both enjoyment and a deeper message, Brett aims to craft a game that resonates with players on an emotional level.

“I want to make something that not only entertains but also uplifts and inspires,” Brett explains. His journey, filled with challenges, resilience, and self-discovery, is a testament to the power of perseverance and staying true to one’s vision.

Anecdotes and Reflections:

Brett Taylor’s journey underscores the unique challenges and rewards of indie game development. From personal growth and work-life balance to marketing and resilience, Brett’s story is a rich source of inspiration for developers at all stages. His commitment to self-improvement and genuine connection with players shines through in his work, making him a standout figure in the indie game industry.

If you’re an aspiring developer, remember Brett’s advice: stay true to your vision, prioritize your well-being, and never stop learning. With passion, perseverance, and a supportive community, you can achieve remarkable success in the world of indie game development.

This blog post is inspired by the podcast discussion between Brett Taylor and Jay Powell on the topic “Work, Life, and Self-Improvement in Game Development”.

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

Introduction:

Game Startup launching a game development studio is no easy feat, especially in a rapidly evolving industry. In this episode of the IndieGameBusiness® podcast, Dan Long hosts Morgan Kane, Founder and CEO of Marauder Tech, and Joel Balyeat, Chief Product Officer. The discussion dives deep into their journey, the hurdles they’ve encountered, and the strategies they’ve employed to overcome them.

Entering the Gaming Industry: A Passion-Fueled Journey:

Morgan Kane’s entry into the gaming industry wasn’t a straightforward path. As someone with zero technical skills but an immense love for gaming, Morgan always felt the desire to create something in the industry. Despite trying ten years ago and lacking resources, his love for gaming pushed him to launch Marauder Tech. Morgan’s business acumen and entrepreneurial experience, having run successful companies in various sectors like medical practices and real estate, helped him set the foundation for Marauder Tech.

Similarly, Joel Balyeat’s unconventional career path took him from the military to game development. With extensive experience in industries such as law enforcement and construction, Joel found his passion for game design later in life. His role in Marauder Tech allows him to combine his passion for games with his project management skills, learned from previous careers. Both founders’ diverse backgrounds have equipped them with unique insights that they bring to their new venture.

Building a Team and Finding the Right Fit:

One of the first lessons that Morgan and Joel learned was the importance of building a cohesive and motivated team. They realized early on that having a talented team is crucial to the success of any game project. However, what makes a team work effectively is not just the technical skills but also the compatibility and camaraderie among team members.

At Marauder Tech, the focus has always been on hiring people with a passion for games and the ability to wear multiple hats in a startup environment. The company has grown rapidly, doubling in size every two months, yet the challenges of maintaining culture and avoiding scope creep are ever-present. Their team’s ability to work well together is attributed to a strong, positive company culture that promotes talent, humility, and a shared passion for creativity.

Growth and Challenges of Scaling:

Morgan and Joel explain the growing pains that come with scaling a game development company. When they first started, every team member had to wear multiple hats, which is common in smaller startups. As the company grew, it became necessary to bring on more specialized talent, but this brought its own set of challenges. Scaling too quickly without properly organizing roles and responsibilities can lead to confusion, mismanagement, and delays in development.

One of the most important lessons the founders learned is knowing when to delegate and when to stay involved. While it’s critical to have specialists as the company grows, it’s equally important to keep the team’s core values intact and ensure that everyone remains focused on the same objectives. The leadership at Marauder Tech strives to ensure that the company maintains a clear vision, even amid rapid growth.

Decision Making and the Cost of Indecision:

Joel stresses the importance of making decisions swiftly to avoid what he refers to as “analysis paralysis.” He believes that making any decision, even a wrong one, is better than making no decision at all. The gaming industry, much like the military operations Joel previously worked in, is fast-paced and dynamic, requiring quick adjustments to keep projects on track. Delaying decisions leads to compounding costs, which can result in failed projects and wasted resources.

However, the duo emphasizes the importance of backing up decisions with data. Marauder Tech uses analytics and key performance indicators (KPIs) to inform their decisions, ensuring that they’re based on real-time data rather than assumptions. They share an example where the data-driven approach helped them identify and correct a faulty feature in their game’s first-time user experience (FTUE) within 24 hours.

Managing Risk and Innovation:

The game industry is notorious for its high risks, but innovation often requires taking those risks. Morgan and Joel highlight how important it is to balance calculated risks with the reality of the market. While starting a game development company during a time of industry downturn might seem unwise, they believe that this environment is actually ripe for opportunity.

Their goal at Marauder Tech is to create something new and original, but they acknowledge the importance of blending innovation with tried-and-tested game mechanics. Innovation should come in manageable doses, and having a strong team with diverse skills helps them stay agile and adaptable.

Maintaining Culture and Camaraderie:

For Marauder Tech, maintaining a strong, cohesive culture is essential to their success. The founders stress the importance of camaraderie and mutual respect within the team. This sense of community keeps everyone motivated and aligned with the company’s goals, even during stressful periods of development.

They actively encourage team bonding through game nights and informal meetings, while also promoting an open environment where team members feel comfortable sharing their ideas. By fostering a culture that values creativity, humility, and collaboration, Marauder Tech is building a team that can weather any storm.

Overcoming Scope Creep:

Scope creep is a common issue in game development, especially in startups where the enthusiasm for new ideas can easily expand the project’s boundaries. At Marauder Tech, the leadership team is acutely aware of the dangers of scope creep. By maintaining a strong focus on timelines and limiting the number of changes during the development process, they aim to deliver their game on time without sacrificing quality.

Hiring the Right People:

When it comes to hiring, Marauder Tech looks for three key qualities: capability, credibility, and compatibility. A candidate’s ability to do the job (capability) is essential, but so is their track record of delivering results (credibility). Finally, compatibility is crucial in ensuring that new hires fit well within the company’s culture and can collaborate effectively with the existing team.

This careful approach to hiring has helped Marauder Tech build a team that is not only technically skilled but also highly motivated and cohesive. They actively look for people who share their passion for games and have the right mindset to thrive in a fast-paced startup environment.

The Future of Marauder Tech:

Looking ahead, Morgan and Joel are excited about the future of Marauder Tech. They recognize that the gaming industry is undergoing significant changes, with new technologies like artificial intelligence (AI), virtual reality (VR), and augmented reality (AR) reshaping the landscape. While these innovations present challenges, they also offer exciting opportunities for companies like Marauder Tech to push the boundaries of what’s possible in gaming.

For now, the company remains focused on its current project, ensuring that it meets their high standards before it hits the market. With a dedicated team, a strong sense of culture, and a willingness to take calculated risks, Marauder Tech is poised to make its mark in the gaming industry.

Anecdotes and Reflections:

The journey of building Marauder Tech has been filled with challenges, but also valuable lessons. From assembling the right team to managing growth and making quick decisions, Morgan and Joel’s experiences offer insights for any aspiring game developers or entrepreneurs. At the heart of their success is a passion for games and a commitment to innovation, balanced by a pragmatic approach to business and leadership.

Marauder Tech’s story is still being written, but one thing is clear: they are on the path to success by staying true to their vision, maintaining a strong culture, and embracing both the challenges and opportunities that come their way.

This blog post is inspired by the podcast discussion between Morgan Kane, Joel Balyeat, and Dan Long on the topic “Game Startup Challenges: Insights from Marauder Tech’s Founders”.

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

Introduction:

The journey to securing a job in the video game industry can be challenging, but with the right approach, success is achievable. In this blog post, we recap an insightful podcast featuring Anna Moss, a seasoned headhunter at ii Connection, as she discusses key strategies for breaking into the gaming industry. Hosted by Jay Powell, CEO and Founder of The Powell Group and IndieGameBusiness®, this conversation offers valuable advice for anyone aspiring to work in games.

Anna Moss’ Entry into the Gaming Industry:

Anna Moss’ journey into recruitment started in life sciences, but her passion for games led her to pivot into game development recruitment. She shares her story of landing a role at Datascope, one of the most established recruitment agencies in the gaming industry. Moss’ love for video games, dating back to her childhood in Russia, played a significant role in her career path. This passion fuels her commitment to ethical recruitment, ensuring candidates and companies find the best fit.

The Difference Between Ethical and Non-Ethical Recruiting:

One of the key takeaways from Anna’s conversation is the distinction between ethical and non-ethical recruiting practices. Ethical recruiting focuses on transparency and respect for the candidate. Non-ethical recruiters might misuse CVs for their own gain or pressure candidates into roles that aren’t the right fit. Anna stresses the importance of keeping the candidate’s best interests in mind and providing a transparent process throughout the job search.

Current State of the Job Market in Gaming:

The video game industry has seen major shifts over the last few years, particularly with mass layoffs in the wake of the pandemic. Anna explains that while the market is slowly picking back up, the number of job applications for any given role has skyrocketed. It’s not uncommon for a single job posting to receive hundreds of applications, especially as senior-level professionals apply for junior roles to stay employed.

Anna points out that this surge of applicants can make it harder for fresh graduates and juniors to stand out, as they’re competing with more experienced candidates. She encourages junior developers to be proactive in their job search and explore ways to differentiate themselves in a crowded market.

Tips for Junior Developers:

For junior candidates, Anna stresses the importance of being their own recruiter. Rather than just applying to jobs and hoping for the best, she recommends tailoring applications for specific roles, just as a recruiter would when pitching a candidate to a company. Staying organized and keeping track of where applications have been sent is crucial.

One key tip is to act quickly. With so many candidates vying for the same roles, Anna advises applying within the first two days of a job posting. Many recruiters, herself included, may focus on candidates from those early applications, meaning those who apply later might not even be seen.

Networking – The Key to Success:

Networking remains a critical component of job searching in the game industry. Moss highlights the importance of attending live events like Gamescom and Develop in the UK, where candidates can meet with hiring managers and make personal connections. For those unable to attend in person, online communities such as LinkedIn, Discord, and GitHub can also serve as powerful networking tools.

She encourages candidates to participate in industry-specific Discord groups, such as IndieGameBusiness® and other networking platforms like Games Jobs Portal. These spaces not only offer job listings but also provide opportunities for mentorship, collaboration, and industry insights.

Using AI to Your Advantage:

Artificial intelligence has become a game-changer in the recruitment process. While AI might not read portfolios perfectly, it can help speed up the application process. Anna advises candidates to use AI tools like ChatGPT to tailor CVs and cover letters for specific roles. However, she notes that while AI-generated applications can reduce errors and increase efficiency, they won’t necessarily make a candidate stand out.

For recruiters, AI tools like transcription software help streamline interviews and ensure no details are missed. Anna recommends tools like Crisp for both recruiters and candidates as a way to keep accurate records of interviews and discussions, allowing for better follow-up and reflection on the hiring process.

Common Mistakes Candidates Make:

Anna highlights some common mistakes candidates make during the job search process. The most glaring error? Failing to update CVs when applying for jobs, leading to outdated or incorrect information. She urges candidates to ensure their CVs are accurate and relevant to each role.

Another mistake is applying to outdated or “pipeline” job listings—roles that are simply used to collect CVs for future hiring needs rather than immediate openings. Anna advises candidates to focus on fresh listings and, where possible, apply directly through company websites.

Dealing with Rejection and Staying Positive:

Rejection is part of the job search process, and Anna stresses that it’s not always personal. Candidates should remember that many factors, including company needs and internal decisions, influence the hiring process. She encourages job seekers to maintain consistency and not lose hope, reminding them that the right job will come if they stay proactive and continue to network.

The Role of Formal Education in Gaming:

When it comes to education, Anna reveals that it depends on the studio and the role. For technical roles like programming, formal education such as a degree in computer science may be preferred. However, for many positions, relevant experience and a strong portfolio are often more important than a degree. For junior roles, a combination of education and personal projects can help candidates stand out.

The Value of Creativity and Personality:

According to Anna, personality and creativity are key factors that can set candidates apart. Whether applying for a technical or creative role, candidates need to demonstrate how they fit into a team. Hiring managers want to know that candidates can collaborate, think critically, and bring creative solutions to the table. This is especially true for remote roles, where trust and independent work are vital.

Anecdotes and Reflections:

Landing a job in the video game industry may seem daunting, but with the right strategies, it’s possible. By staying proactive, leveraging networking opportunities, and presenting a strong, well-tailored application, candidates can stand out in a competitive market. The key, as Anna Moss highlights, is perseverance and consistency. Whether you’re a junior developer or an experienced professional, the gaming industry offers diverse opportunities—if you know how to find them.

This blog post is inspired by the podcast discussion between Anna Moss and Jay Powell on the topic “Get a Job in the Video Game Industry”

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Introduction:

Mergers and acquisitions (M&A) are complex transactions that can make or break companies. To shed light on this intricate process, Dan Long and Ash Pletcher, hosts of IndieGameBusiness®, interviewed Jacques Benchetrit, a leading expert from Agora Gaming Partners. In this episode, Jacques shares his insights into the key principles that drive successful M&A deals in the gaming industry.

Understanding the Mergers and Acquisitions Landscape:

Jacques begins by outlining the current M&A landscape, emphasizing the growing trend of consolidation within the gaming industry. He explains that as the market matures, larger companies are looking to acquire smaller studios to expand their portfolios, gain access to new technologies, and tap into established player bases. This consolidation trend is driven by the increasing cost of game development and the need for diversification in a highly competitive market.

The Importance of Strategic Fit:

One of the most crucial aspects of a successful M&A deal is ensuring a strategic fit between the acquiring company and the target company. Jacques highlights that alignment in vision, culture, and long-term goals is essential for the success of the merger. Without this alignment, the integration process can become fraught with challenges, leading to potential value destruction rather than value creation.

Due Diligence: The Cornerstone of M&A:

Jacques stresses the importance of thorough due diligence in the M&A process. This involves a comprehensive analysis of the target company’s financials, operations, legal standing, and market position. By conducting detailed due diligence, the acquiring company can identify potential risks and opportunities, ensuring that they make informed decisions. Jacques also points out that due diligence helps in negotiating better terms and conditions for the deal.

Valuation – Striking the Right Balance:

Determining the right valuation for the target company is a critical step in any M&A deal. Jacques explains that overvaluing a company can lead to financial strain post-acquisition, while undervaluing can result in a loss of potential opportunities. He emphasizes the need for a balanced approach, using multiple valuation methods such as comparable company analysis, precedent transactions, and discounted cash flow analysis to arrive at a fair value.

Integration Planning – Preparing for Success:

Integration planning is another key principle that Jacques discusses in detail. He argues that many M&A deals fail due to poor integration planning. Effective integration requires a well-thought-out plan that covers all aspects of the business, from operational processes to cultural alignment. Jacques suggests creating integration teams from both companies to ensure a smooth transition and to address any issues that arise promptly.

Communication – The Glue That Holds Everything Together:

Jacques believes that communication is the glue that holds the M&A process together. Clear, transparent, and consistent communication with all stakeholders, including employees, investors, and customers, is vital for the success of the deal. He shares that effective communication helps in managing expectations, reducing uncertainties, and building trust among all parties involved.

Case Studies – Learning from Success and Failure:

To illustrate his points, Jacques shares several case studies of successful and unsuccessful M&A deals in the gaming industry. He discusses how strategic fit, due diligence, valuation, integration planning, and communication played roles in the outcomes of these deals. These real-world examples provide valuable lessons for companies considering M&A as a growth strategy.

The Role of External Advisors:

Jacques also touches upon the role of external advisors in the M&A process. He suggests that companies should not hesitate to seek expertise from financial advisors, legal experts, and consultants who specialize in M&A. These advisors bring valuable insights and experience, helping companies navigate the complexities of the deal and avoid common pitfalls.

Preparing for Post-Merger Challenges:

The M&A process does not end with the signing of the deal. Jacques highlights the importance of preparing for post-merger challenges, such as integrating different corporate cultures, retaining key talent, and achieving the projected synergies. He recommends setting clear post-merger goals and metrics to track the progress and success of the integration.

Anecdotes and Reflections:

In conclusion, Jacques emphasizes that successful M&A deals are built on a strong foundation of strategic fit, thorough due diligence, fair valuation, meticulous integration planning, and effective communication. By adhering to these key principles, companies can increase their chances of achieving the desired outcomes and driving growth through mergers and acquisitions.

This blog post is inspired by the podcast discussion between Jacques Benchetrit, Dan Long, and Ash Pletcher on the topic “Key Principles of Successful Mergers and Acquisitions Deals”.

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Introduction:

In a recent episode of IndieGameBusiness®, Dan Long sat down with Max Louis, the Founder and Studio Director at Magna Ludum Creatives (MLC). With extensive experience in the gaming industry, Max shares valuable insights on how to excel in providing services for games. This blog delves into key takeaways from their conversation, offering a comprehensive guide for those looking to succeed in this competitive field.

Understanding the Game Services Landscape:

Max begins by highlighting the importance of understanding the current landscape of the gaming industry. He emphasizes the need to stay updated with industry trends, technological advancements, and player preferences. This knowledge forms the foundation for developing services that cater to the evolving needs of game developers and publishers.

Summary: Stay updated with industry trends and advancements to cater to the evolving needs of game developers and publishers.

Building a Strong Team:

One of the cornerstones of MLC’s success is its team. Max underscores the importance of hiring talented individuals who are passionate about gaming. He advises focusing on building a team with diverse skill sets and fostering a collaborative environment where creativity can thrive.

Summary: Hire passionate and talented individuals to build a diverse and collaborative team.

Client Relationships and Networking:

Max stresses the significance of building strong client relationships and networking within the industry. He explains that trust and communication are crucial in maintaining long-term partnerships. Regularly attending industry events, participating in forums, and leveraging social media are effective ways to expand your network and connect with potential clients.

Summary: Build strong client relationships and expand your network through industry events, forums, and social media.

Delivering High-Quality Services:

Quality is paramount in the services industry. Max shares that MLC prioritizes delivering high-quality services that meet or exceed client expectations. This involves thorough planning, meticulous execution, and continuous feedback loops to ensure that the final product aligns with the client’s vision.

Summary: Prioritize delivering high-quality services through thorough planning, execution, and continuous feedback.

Adapting to Client Needs:

Flexibility and adaptability are key traits for success in service-oriented businesses. Max discusses the importance of being open to feedback and willing to make adjustments based on client needs. This approach not only enhances client satisfaction but also fosters a reputation for reliability and responsiveness.

Summary: Be flexible and adaptable to client feedback to enhance satisfaction and build a reputation for reliability.

Marketing and Brand Building:

Effective marketing and brand building are essential for attracting and retaining clients. Max advises investing in a strong online presence, creating engaging content, and showcasing your portfolio to demonstrate your capabilities. Building a recognizable brand helps establish credibility and trust within the industry.

Summary: Invest in marketing and brand building to attract and retain clients and establish credibility.

Handling Challenges:

Every business faces challenges, and Max shares his approach to overcoming them. He emphasizes the importance of resilience, problem-solving, and learning from mistakes. By staying proactive and maintaining a positive mindset, you can navigate obstacles and continue to grow your business.

Summary: Overcome challenges with resilience, problem-solving, and learning from mistakes.

Future Trends:

Looking ahead, Max predicts several trends that will shape the future of services for games. He mentions the increasing demand for live services, the rise of AI and automation, and the growing importance of community engagement. Staying ahead of these trends can provide a competitive edge and open new opportunities for service providers.

Summary: Stay ahead of future trends such as live services, AI, automation, and community engagement to gain a competitive edge.

Anecdotes and Reflections:

In conclusion, Max Louis offers a wealth of knowledge for those aspiring to succeed in providing services for games. By understanding the industry landscape, building a strong team, nurturing client relationships, delivering high-quality services, adapting to client needs, investing in marketing, handling challenges effectively, and staying ahead of future trends, you can position your business for long-term success.

Summary: Position your business for success by following these key strategies and staying proactive in the ever-evolving gaming industry.

This blog post is inspired by the podcast discussion between Max Louis and Dan Long on the topic “How to be successful in services for games”.

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Introduction:

In a recent episode of IndieGameBusiness®, Jay Powell, CEO and Founder of The Powell Group and IndieGameBusiness®, had an engaging conversation with Juliana Brito, CEO of Indie Hero. The podcast titled “Self Publishing, Management, LATAM Game Market, and Investment” provided a wealth of insights for indie game developers looking to navigate the complex landscape of game publishing and investment. Here’s a detailed breakdown of the key points discussed during the podcast.

The Journey of Self-Publishing:

Understanding the Landscape

Juliana Brito began by highlighting the importance of understanding the self-publishing landscape. Self-publishing offers indie developers complete control over their projects, but it also comes with significant challenges. Developers need to be well-versed in various aspects of publishing, from marketing to distribution, to ensure their game reaches its target audience.

Benefits of Self-Publishing

Self-publishing allows developers to retain full ownership of their intellectual property (IP) and creative vision. Juliana emphasized that this autonomy is crucial for indie developers who wish to maintain their unique voice and brand identity. Additionally, self-publishing can be more financially rewarding since developers do not have to share profits with a publisher.

Challenges to Overcome

Despite the benefits, self-publishing can be daunting. Juliana discussed common challenges such as limited resources, lack of marketing expertise, and the difficulty of getting noticed in a crowded market. She advised developers to build a strong network, leverage social media, and invest time in learning marketing skills to overcome these hurdles.

Effective Management Strategies:

Team Building and Leadership

Effective management is essential for the success of any indie game development project. Juliana stressed the importance of building a dedicated team and fostering a collaborative environment. Clear communication, mutual respect, and a shared vision are key components of a successful team.

Project Management Tools

Juliana recommended several project management tools that can help indie developers stay organized and on track. Tools like Trello, Asana, and Jira can assist in task management, scheduling, and tracking progress. These tools are particularly useful for remote teams, ensuring everyone stays aligned and productive.

Balancing Creativity and Business

One of the biggest challenges for indie developers is balancing creativity with business considerations. Juliana advised developers to stay true to their creative vision while also being mindful of market trends and player preferences. A successful game strikes a balance between innovative gameplay and commercial viability.

Navigating the LATAM Game Market:

Opportunities in the LATAM Region

Juliana highlighted the growing opportunities in the Latin American (LATAM) game market. The region has seen significant growth in both the number of gamers and the demand for diverse gaming experiences. This presents a unique opportunity for indie developers to tap into a vibrant and expanding market.

Understanding Cultural Nuances

To succeed in the LATAM market, developers must understand the cultural nuances and preferences of the local audience. Juliana emphasized the importance of localization—not just translating the game, but also adapting it to resonate with local cultures and traditions. This can greatly enhance the player experience and increase the game’s appeal.

Building Local Partnerships

Establishing partnerships with local companies and influencers can help developers navigate the LATAM market more effectively. Juliana suggested collaborating with local publishers, distributors, and marketing agencies to gain insights and support tailored to the region’s unique characteristics.

Investment and Funding Strategies:

Attracting Investors

Securing investment is often a crucial step for indie developers looking to scale their projects. Juliana shared tips on how to attract investors, including creating a compelling pitch, showcasing a well-developed prototype, and demonstrating a clear understanding of the market. Investors are more likely to support projects that have a solid business plan and a clear path to profitability.

Alternative Funding Sources

In addition to traditional investors, Juliana discussed alternative funding sources such as crowdfunding, grants, and government programs. Platforms like Kickstarter and Indiegogo can be effective for raising funds while also building a community of supporters. Grants and government programs, particularly in regions like LATAM, can provide financial support with fewer strings attached.

Sustainable Financial Management

Juliana emphasized the importance of sustainable financial management. Developers should budget carefully, track expenses, and ensure they have a financial cushion to weather unexpected challenges. Sound financial practices not only help in managing current projects but also make developers more attractive to potential investors.

The Role of Community and Feedback:

Engaging with the Community

Building and maintaining a strong community is vital for the success of indie games. Juliana highlighted the importance of engaging with players through social media, forums, and events. Active community engagement can lead to valuable feedback, increased loyalty, and word-of-mouth marketing.

Incorporating Player Feedback

Listening to player feedback is crucial for refining and improving a game. Juliana advised developers to be open to constructive criticism and to use player insights to make informed decisions about game updates and features. This iterative process helps in creating a game that meets player expectations and stands out in the market.

Looking Ahead: Trends and Future Directions:

Emerging Trends in Indie Game Development

Juliana and Jay discussed several emerging trends in the indie game industry. From the rise of mobile gaming to the increasing popularity of VR and AR, developers have numerous opportunities to innovate and explore new frontiers. Staying abreast of these trends can help developers anticipate market shifts and adapt their strategies accordingly.

The Future of Indie Publishing

The future of indie publishing looks promising, with more tools and platforms available to support developers than ever before. Juliana expressed optimism about the continued growth of the indie game sector and encouraged developers to remain passionate, persistent, and open to learning.

Anecdotes and Reflections:

In conclusion, the podcast provided a wealth of insights for indie developers navigating the complexities of self-publishing, management, and investment. Juliana Brito’s expertise and experience offer valuable lessons for anyone looking to thrive in the indie game industry. By leveraging the right strategies and staying committed to their vision, indie developers can achieve success and make a lasting impact on the gaming world.

Key Takeaways:

Self-publishing, effective management, understanding the LATAM market, and securing investment are critical components of indie game development. Juliana Brito’s insights provide a comprehensive guide for indie developers looking to succeed in these areas. By embracing these strategies and staying adaptable, indie developers can navigate challenges and seize opportunities in the ever-evolving gaming industry.

This blog post aims to provide a detailed overview of the podcast discussion, offering actionable advice and highlighting key trends for indie game developers. With the right approach, indie developers can not only survive but thrive in the competitive world of game development.

This blog post is inspired by the podcast discussion between Juliana Brito and Jay Powell on the topic “Self Publishing, Management, LATAM Game Market, and Investment“.

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

Introduction:

In a recent episode of IndieGameBusiness®, host  Jay Powell, CEO and Founder of The Powell Group and IndieGameBusiness®, sat down with Alan Wilson, Co-Founder of Tripwire Interactive, to discuss crucial aspects of indie game funding and publishing. This insightful conversation shed light on the evolving landscape of the gaming industry, offering valuable lessons for indie developers navigating these challenging waters.

Alan Wilson’s Impact on Indie Game Business:

Jay Powell began the podcast by expressing deep gratitude to Alan Wilson for his significant contributions to the indie game community. Alan’s support has been instrumental in the growth and success of IndieGameBusiness®. His willingness to provide financial backing and guidance has helped the platform flourish, enabling countless indie developers to learn and grow.

The Evolution of Tripwire Interactive:

Alan shared the fascinating journey of Tripwire Interactive, starting as a mod team for the game Red Orchestra. Winning the “Make Something Unreal” contest in 2004 was a turning point that led to the formation of the company. This success story serves as an inspiration for indie developers, highlighting the importance of perseverance, collaboration, and seizing opportunities.

Navigating the Challenges of Funding:

One of the key topics discussed was the evolution of funding in the indie game industry. Alan emphasized the changing dynamics over the past two decades, particularly the impact of the global pandemic on the market. The pandemic caused a surge in game sales, followed by a period of readjustment. Understanding these market trends is crucial for indie developers seeking funding.

The Role of Smart Money:

Alan explained the concept of “stupid money” and “smart money” in the context of game funding. During the pandemic, there was an influx of investors unfamiliar with the industry, leading to irrational investments. As the market stabilized, “smart money” began to play a more significant role, making careful and strategic investments. Indie developers must recognize the importance of aligning with experienced and knowledgeable investors.

The Importance of Adaptability:

The conversation highlighted the need for adaptability in the ever-changing gaming industry. Alan discussed how Tripwire Interactive had to pivot and adjust their strategies in response to market shifts and unexpected challenges, such as the pandemic and subsequent economic fluctuations. Indie developers must remain flexible and open to change to survive and thrive in this competitive landscape.

The Reality of Acquisitions:

Alan shared insights into the acquisition of Tripwire Interactive by Embracer Group. He emphasized that such deals can bring both opportunities and challenges. For indie developers, understanding the implications of potential acquisitions and how they can impact their creative freedom and business operations is essential.

Lessons from Layoffs and Restructuring:

The discussion also touched on the difficult topic of layoffs and restructuring within the industry. Alan pointed out that while painful, these decisions are sometimes necessary for long-term sustainability. Indie developers should be aware of the realities of the industry and prepare for potential challenges by building resilient and adaptable business models.

Building a Sustainable Future:

Alan’s advice for indie developers focused on the importance of sustainability. He encouraged developers to prioritize creating a strong foundation for their studios, emphasizing the value of steady growth over rapid expansion. By building a sustainable business model, indie developers can weather market fluctuations and continue to produce high-quality games.

Anecdotes and Reflections:

The podcast episode with Alan Wilson provided invaluable insights into the world of indie game funding and publishing. His experiences and advice serve as a guiding light for indie developers striving to make their mark in the industry. By understanding market trends, aligning with smart investors, remaining adaptable, and building sustainable business models, indie developers can navigate the challenges and seize the opportunities that come their way.

5 Key Takeaways:

1. Perseverance and Collaboration: The success of Tripwire Interactive underscores the importance of persistence and teamwork in the indie game industry.

2. Market Trends Awareness: Understanding market dynamics and trends is crucial for securing funding and making informed business decisions.

3. Smart Money: Aligning with knowledgeable investors can provide the strategic support needed for sustainable growth.

4. Adaptability: Flexibility and openness to change are essential for navigating the ever-evolving gaming landscape.

5. Sustainability: Prioritizing steady growth and building a resilient business model can help indie developers endure market fluctuations and achieve long-term success.

This comprehensive discussion between Jay Powell and Alan Wilson offers a wealth of knowledge and practical advice for indie developers, making it a must-listen for anyone involved in the indie game industry.

This blog post is inspired by the podcast discussion between Alan Wilson and Jay Powell on the topic “The Most Important Things You Need to Know About Indie Game Funding and Publishing.

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Introduction:

In the ever-evolving world of indie game development, gaining insights from industry veterans is invaluable. In a recent podcast, Dan Long, host of IndieGameBusiness® Podcast, sat down with Jay Powell, CEO and Founder of The Powell Group and IndieGameBusiness®. Powell’s journey from a college student in need of beer money to a pivotal figure in the gaming industry offers a wealth of knowledge for aspiring game developers. This blog post delves into the key takeaways from their conversation, providing a roadmap for surviving and thriving in the indie game development landscape.

Jay Powell’s Journey into the Gaming Industry:

From College RA to Game Evaluator

Jay Powell’s entry into the gaming industry was serendipitous. While attending college, he took on the role of a Resident Advisor (RA) to cover his room and board costs. Needing extra cash, Powell responded to an ad seeking individuals to evaluate games. This position was not about testing but evaluating games from a consumer perspective. His performance led to him being put in charge of the program and eventually being offered a job as an agent for developers right out of college.

Building a Career

Powell’s early career involved significant milestones, such as brokering the first distribution deals for games like Europa Universalis in the US. His agency’s success eventually led them to transition into publishing during the digital revolution of the early 2000s. After several years, Powell left to start a production studio with colleagues, working with big names like Disney and Cartoon Network.

The Birth of The Powell Group and IndieGameBusiness®:

Establishing The Powell Group

In 2010, Powell founded The Powell Group, aiming to offer business indie game development services to game developers. His vision was to bridge the gap in the industry where many developers lacked the business acumen needed to succeed. The Powell Group initially started as a one-man show but has grown into a well-respected consultancy.

IndieGameBusiness®: A Solution to Industry Frustrations

IndieGameBusiness® was born out of Powell’s frustration with the lack of business education for game developers. Recognizing that traditional white papers were ineffective, Powell turned to online streaming. In collaboration with Dan Long, IndieGameBusiness® started hosting talks on Twitch, offering accessible business knowledge to a wider audience. This initiative quickly evolved into digital conferences, providing a platform for developers to meet publishers, lawyers, and other industry professionals.

Key Services Offered by The Powell Group:

Helping Developers Find Publishers

The Powell Group offers a range of services to developers, from market research to deep audits of game projects. They help developers find suitable publishers by evaluating the marketability and readiness of their games. Through their partnership with Representing Games, they provide a structured process for developers seeking publishers. You can find the Game Submission form here.

Market Research and Audits

For both developers and publishers, The Powell Group conducts comprehensive market research and project audits. This includes evaluating the fun factor of games, ensuring marketing strategies are sound, and verifying that production pipelines are efficient.

Business Development and Licensing

Powell’s team assists with business development and licensing, leveraging their extensive industry connections to help clients secure deals and partnerships. Their goal is to support the growth and success of indie developers by providing the tools and expertise needed to navigate the complex gaming industry.

The Evolution of IndieGameBusiness®:

From Online Talks to Digital Conferences

What started as a series of online talks has grown into a major digital conference platform. IndieGameBusiness® hosts multiple events each year, connecting developers with industry experts. The platform also includes a thriving Discord community with thousands of members, offering continuous support and networking opportunities.

Educational Resources

IndieGameBusiness® provides a wealth of educational resources, including videos, newsletters, and webinars. These resources cover a wide range of topics, from improving Steam pages to effective marketing strategies, ensuring that developers have access to the knowledge they need to succeed.

Trends and Challenges in Indie Game Development:

Funding Landscape

Powell highlighted that while there is no overall finance drought, certain funding ranges are more challenging to secure. Projects requiring between $1 million and $10 million face the most difficulty, whereas those needing less or more than this range have better chances. The sheer volume of games being pitched also contributes to the perception of a funding shortage.

Adapting to Market Needs

Understanding market trends and consumer preferences is crucial for success. Powell’s advice includes thorough market research and staying informed about what publishers are looking for. Developers should focus on creating unique and engaging content that stands out in a crowded market.

Anecdotes and Reflections:

Jay Powell’s journey and insights provide a blueprint for indie game developers aiming to succeed in a competitive industry. The Powell Group and IndieGameBusiness® offer invaluable resources and support, helping developers navigate the business side of game development. By leveraging these tools and staying informed about industry trends, indie developers can increase their chances of not just surviving but thriving in the gaming world.

5 Secrets to Unlocking Ultimate Success in Indie Game Development:

1. Start Small, Think Big: Powell’s career began with a small role but grew into significant industry influence.
2. Continuous Learning: Adapting to new technologies and market trends is essential for long-term success.
3. Leverage Resources: Utilize available resources like IndieGameBusiness® to gain business knowledge and industry connections.
4. Understand the Funding Landscape: Be aware of funding challenges and strategize accordingly to secure necessary investments.
5. Build a Strong Network: Relationships with publishers, developers, and industry experts are crucial for growth and success.

By following these insights and strategies, indie game developers can better navigate the complexities of the gaming industry and achieve their creative and business goals.

This blog post is inspired by the podcast discussion between Jay Powell and Dan Long on the topic “Interview with Jay Powell”.

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

Introduction

Unionization in the video game industry has been a topic of intense discussion and debate over recent years. As more companies and employees recognize the benefits and challenges of unionizing, the industry is gradually shifting towards a more structured and supportive work environment. This blog post delves into a podcast episode featuring  Jay Powell, the esteemed CEO and Founder of The Powell Group and the mastermind behind IndieGameBusiness®., and Jenny Jarzabski, a Senior Developer at Paizo, discussing the unionization process at Paizo and its implications for the broader industry.

The Catalyst for Change: Hasbro’s Licensing Restructure

Last year, Paizo experienced significant upheaval following a major licensing restructure by Hasbro. The change in licensing agreements caused widespread concern among game developers and publishers who relied on Hasbro’s Open Game License (OGL). This prompted Paizo to take swift action to protect their intellectual property and the interests of their staff and contributors.

Paizo accelerated several projects, including the Pathfinder Remaster and the development of Starfinder Second Edition, both of which would use a new license called the Ork License. This license aimed to preserve the spirit of the OGL and provide a stable legal framework for creators.

The Road to Unionization at Paizo

The unionization effort at Paizo was not an overnight decision but the result of years of internal discussions and dissatisfaction with certain company policies. Employees began to talk about their working conditions, pay, and other issues in secret, fearing potential backlash from management.

Key Motivations for Unionization

1. Fair Compensation: Many employees felt their wages were not reflective of the cost of living in Seattle, where Paizo is headquartered.
2. Codified Policies: There was a desire for more transparent and consistent policies regarding disciplinary actions and employee terminations.
3. Financial Transparency: Employees wanted more insight into the company’s financial status and decisions impacting their work and compensation.

Choosing the Right Union: The Role of CWA

Paizo employees ultimately chose to align with the Communications Workers of America (CWA), a decision influenced by CWA’s extensive experience and resources. CWA covers a wide range of professions, making it a suitable fit for Paizo’s diverse workforce, which includes creative directors, warehouse workers, and customer service representatives.

The Unionization Process

Once Paizo employees were ready to announce their intention to unionize, they faced a tense waiting period to see how the company would react. Fortunately, Paizo’s executives did not oppose the move and voluntarily recognized the union within a week, avoiding the need for more contentious and prolonged negotiations.

Negotiations and Outcomes

The negotiations between Paizo’s union representatives and executives addressed several critical issues:

• Improved Pay: One of the primary goals was to secure better wages for employees.
• Clear Policies: Establishing clear, written policies for various HR processes.
• Job Security: Ensuring more robust protections against arbitrary layoffs or terminations.

Impact on the Industry

Paizo’s successful unionization has inspired other game industry professionals to consider similar actions. Various video game workers have reached out to Paizo’s union representatives for advice and have even used Paizo’s contract as a template for their own negotiations.

Broader Implications for Game Workers

Unionization is gradually gaining traction in the video game industry, with other organizations like IATSE (International Alliance of Theatrical Stage Employees) also supporting game workers. This trend is particularly significant in the U.S., where unionization efforts are more prevalent compared to some European countries with stronger labor protections.

Challenges and Considerations

While unionization offers many benefits, it also poses challenges, especially for companies with international workforces. Legal complexities can arise when dealing with contractors and employees based in different countries. However, having a union can help negotiate strong contract language to protect all workers, including contractors.

Anecdotes and Reflections:

Unionization in the video game industry is a critical step towards ensuring fair treatment, better pay, and more transparent policies for workers. Paizo’s experience serves as a valuable case study for other companies and employees considering unionization. As the industry evolves, the lessons learned from Paizo’s journey can help shape a more equitable and supportive work environment for all game industry professionals.

The unionization movement within the video game industry is still in its early stages, but the momentum is growing. Companies and employees alike are recognizing the importance of collective bargaining in achieving better working conditions and ensuring long-term sustainability in the industry. As more game developers and publishers follow in Paizo’s footsteps, the industry will continue to evolve, hopefully towards a future where fair treatment and transparency are the norms, not the exceptions.

This blog post is inspired by the podcast discussion between Jenny Jarzabski and Jay Powell on the topic “Unionization in the Video Game Industry“

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

Podcast Recap: “An Indie Game: From Conception to Completion”

Indie game development: In this episode of our podcast series, “An Indie Game: From Conception to Completion,” we had the pleasure of hosting Renee Gittins, the studio head of Stumbling Cat and the brilliant mind behind Potions: A Curious Tale. Joining us as our podcast host was none other than Jay Powell, the esteemed CEO and Founder of The Powell Group and the mastermind behind IndieGameBusiness®.

Indie game development: Conceiving Potions: A Curious Tale

Renee Gittins shares the genesis of Potions: A Curious Tale, revealing that it began as a portfolio piece rather than a commercial venture. Despite its ambitious scope, Renee embarked on the journey with determination and passion, setting the stage for a decade-long endeavor.

Staying Current in a Dynamic Industry

Addressing the challenge of staying abreast of industry trends over a prolonged development period, Renee discusses her approach to keeping marketing efforts current and staying connected with her audience, particularly through platforms like TikTok.

Mechanics and Approach: Crafting a Unique Experience

Renee delves into the mechanics and approach of Potions: A Curious Tale, highlighting its blend of old-school adventure game vibes with fresh mechanics. She shares insights into her creative process and the intentional choices made to deliver a unique gaming experience.

Marketing Strategies: Building Excitement and Gathering Feedback

Exploring her marketing strategies, Renee reveals the decision to launch a demo of Potions: A Curious Tale to generate excitement and gather feedback from players. She shares her comprehensive approach to marketing, including leveraging platforms like TikTok to maximize reach and impact.

The Ideal Launch Date: A Strategic Choice

Renee shares her strategic decision to launch Potions: A Curious Tale on International Women’s Day, aligning with the game’s themes and audience. However, fate had other plans as EA’s sudden release overshadowed her launch, leading to unexpected challenges.

Devastating Disruptions: Coping with Unexpected Events

The fallout from EA’s release disrupted Renee’s meticulously planned marketing strategy, leading to a devastating impact on her launch. Despite her extensive preparation, Renee found herself grappling with unforeseen obstacles that threatened to derail years of hard work.

Turning Adversity into Opportunity: The Power of Resilience

In the face of adversity, Renee refused to succumb to despair. Instead, she took to social media to voice her frustrations, inadvertently sparking a viral response. While the backlash was intense, it ultimately led to increased exposure and higher-than-expected sales, showcasing the power of resilience in the indie game landscape.

Prioritizing Mental Health: Finding Balance in Work and Life

Reflecting on the toll of relentless work hours and online harassment, Renee emphasizes the importance of prioritizing mental health. From setting boundaries to embracing self-care practices, Renee shares her journey towards achieving a healthier work-life balance and encourages others to do the same.

Lessons Learned: Embracing Self-Compassion and Bite-Sized Goals

Through her experiences, Renee highlights the importance of self-compassion and setting manageable goals. By acknowledging her limitations and celebrating small victories, Renee has cultivated a more sustainable approach to game development, rooted in balance and well-being.

Crisis Management: Navigating Online Backlash

When the unexpected happened and online backlash ensued, Renee found herself in the midst of a digital storm. With no dedicated community managers, she had to rely on her own resilience and coping mechanisms to navigate the situation.

Prioritizing Engagement: Managing Discord and Steam Communities

Despite the overwhelming volume of negative comments flooding social media platforms like TikTok, Renee focused her attention on managing her Discord server and Steam community forums. By actively moderating these spaces, she maintained a sense of control amidst the chaos.

Seeking Support: Finding Solace in Kindness

Amidst the negativity, Renee found solace in the support of her fans and industry peers. Positive messages and expressions of solidarity served as a source of encouragement, reminding her that she was not alone in facing adversity.

Embracing Self-Care: Balancing Work and Well-Being

Recognizing the toll that the ordeal took on her mental health, Renee made a conscious effort to prioritize self-care. From taking breaks to engage in outdoor activities to curating a “good feels” document filled with uplifting messages, she sought refuge in activities that nurtured her well-being.

Turning Adversity into Opportunity: Leveraging Press Coverage

Despite the initial setback, Renee’s resilience and the support of the gaming community ultimately turned the tide in her favor. Press coverage highlighted her story, shedding light on the challenges faced by indie developers and amplifying her game’s visibility.

Marketing Insights: Navigating Social Media Platforms

Reflecting on her marketing efforts, Renee shares valuable insights into the dynamics of social media platforms like Instagram and TikTok. While click-through rates may vary, she emphasizes the importance of authenticity and relatability in engaging with younger audiences.

From Indie Developer to Influencer

Renee shares her experiences with TikTok fame and the unexpected turn of events that led to her being approached as a paid influencer. Despite the offers, she maintains a personal approach to her content and marketing, navigating the complexities of online attention.

Navigating Platforms and Rules: Insights on Steam and Marketing

In response to questions about platform rules and marketing strategies, Renee shares her thoughts on platforms like Steam and offers advice on driving engagement and wishlists through social media platforms like TikTok.

Time Management and Solo Development

Discussing time management and the solo development process, Renee shares her approach to structuring her workload and balancing development tasks with marketing efforts.

Reflections on Team Dynamics and Future Plans

Renee reflects on her experience as a solo developer and shares her thoughts on working with larger teams in the future, emphasizing the importance of maintaining a lean team and learning from past experiences.

Building Hype and Driving Engagement: Lessons Learned

Sharing insights on demo launches and driving engagement, Renee discusses her experience with building hype for her game and offers advice on leveraging platforms like Steam Next Fest.

Adapting to Change: Thoughts on the Future of Marketing

In response to questions about the future of marketing efforts for games, Renee emphasizes the importance of adapting to change and staying dynamic in response to shifts in audience behavior and platform popularity.

Industry Challenges and Personal Resilience

Reflecting on the current state of the industry and her personal journey, Renee shares her thoughts on industry challenges, resilience, and her unwavering passion for game development.

Conclusion: Key Takeaways:

In conclusion, Renee Gittins’s journey from conception to completion of Potions: A Curious Tale is a testament to the resilience and determination required in the indie game landscape. Despite facing unforeseen challenges, including the unexpected overshadowing of her launch by EA, Renee navigated the turbulent waters with grace and resilience. Her story highlights the importance of prioritizing mental health, embracing self-compassion, and finding balance in work and life.

Through adversity, Renee discovered the power of community support and leveraged press coverage to amplify her game’s visibility. Her insights into marketing strategies, time management, and solo development provide invaluable lessons for aspiring indie developers. As she continues her journey, Renee remains committed to fostering inclusivity and diversity in the industry while embracing the ever-evolving nature of game marketing.

Ultimately, Renee’s story serves as a beacon of hope for indie developers, showcasing the transformative power of resilience, self-care, and unwavering passion in the face of adversity. As the industry continues to evolve, Renee’s journey reminds us that with determination and perseverance, anything is possible in the world of indie game development.

This blog post is inspired by the podcast discussion between Renee Gittins and Jay Powell on the topic “An Indie Game: From Conception to Completion.“

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Unveiling Success: Journeys of Game Development Pioneers:

Welcome to our latest podcast recap, “Building and Growing a Game Development Studio,” where we embark on a journey with industry veterans Paxton Galvanek, CEO & Co-Founder of Studio Hermitage and Jay Powell, CEO and Founder of The Powell Group and Founder of IndieGameBusiness®. In this episode, we explore their remarkable experiences, from breaking into the industry to establishing successful studios. Let’s dive into their transmedia stories and insights!

Paxton’s Journey:

Paxton’s journey into the gaming industry was anything but conventional. With a background in advertising and marketing, his passion for gaming propelled him into a career transition. From managing a clan in World of Warcraft to applying life-saving techniques learned from video games in real-life situations, Paxton recognized the profound impact of gaming. His career trajectory led him through business consulting and recruitment before landing at Funcom, where he played a pivotal role in the studio’s growth. Now, as the CEO of Studio Hermitage, backed by the Embracer Group, Paxton continues to make waves in the industry with his innovative projects and ideas.

Securing Investments and Building Connections:

Securing investments in the gaming industry can be a daunting task, but Paxton emphasizes the importance of building relationships and maintaining a positive reputation. His collaboration with seasoned creative officer Justin Achilli underscores the power of networks and connections in securing funding for new ventures.

The Importance of Industry Networks:

Paxton reinforces the significance of industry networks in advancing careers. With plenty  of experience under his belt, he highlights the value of long-term relationships and professionalism. Cultivating a strong network can open doors to new partnerships and investment opportunities in a competitive industry landscape.

Lessons Learned and Future Outlook:

Reflecting on their journeys, Paxton and Jay stress the importance of resilience and adaptability in the ever-evolving gaming industry. From navigating challenges to seizing opportunities, both speakers offer invaluable insights for aspiring developers and industry professionals. Looking ahead, they remain optimistic about the future of game development, fueled by innovation and collaboration.

Embracer Group: A Different Perspective:

In an industry often fraught with challenges, Paxton offers a refreshing perspective on Embracer Group, a company that has faced its share of criticism in recent times. Despite the industry-wide struggles, Paxton sheds light on the positive experiences he’s had with Embracer Group and its CEO, Lars Wingefors. He acknowledges the challenges faced by the company but emphasizes the good intentions and opportunities it has provided to studios like his own.

Recognizing Industry Challenges:

Reflecting on conversations from years ago, Paxton and industry peers foresaw the challenges facing the game development industry. Rising costs, diminishing returns, and economic fluctuations were among the concerns discussed. Despite the foresight, navigating these challenges remains a formidable task for studios of all sizes.

Transmedia Approach to Intellectual Property:

Paxton shares insights into Studio Hermitage’s unique approach to intellectual property development. Rather than focusing solely on game design, the studio prioritizes world-building and storytelling across multiple mediums. This transmedia approach allows for richer storytelling and greater engagement with audiences across various platforms.

Creating a Protective Shield:

Addressing questions from aspiring developers, Paxton emphasizes the importance of legal protection and proper company structuring. Drawing from his own experiences, he underscores the significance of establishing limited liability corporations (LLCs) to shield personal assets and mitigate financial risks associated with game development ventures.

The Paladin’s Approach to Business:

With a nod to his gaming persona, Paxton shares his philosophy of approaching business with integrity and accountability, akin to the noble traits of a paladin. He emphasizes the importance of clear contracts, ethical conduct, and prudent decision-making in the unpredictable landscape of the gaming industry.

The Power of Established IPs:

As the conversation unfolds, Paxton and Jay discuss the phenomenon of leveraging established intellectual properties (IPs) to drive success in the gaming industry. Drawing parallels to past trends, they explore the impact of successful ventures like the Kim Kardashian mobile game and the recent Fallout TV series. The key takeaway? Quality and resonance are paramount for an IP to thrive across various mediums.

Validating New IPs:

A curious listener poses a crucial question: How does one validate a new IP? Paxton sheds light on Studio Hermitage’s approach, emphasizing the importance of community engagement and iterative development. By testing the waters with smaller projects like board games and audio dramas, studios can gauge audience interest and refine their IP accordingly. Paxton’s strategy of building a community around the IP before full-scale development ensures that future projects resonate with the target audience.

Transmedia Storytelling:

At the heart of Studio Hermitage’s strategy lies transmedia storytelling—a multifaceted approach to world-building and narrative exploration. Paxton reveals the studio’s transmedia wheel, with video game development as its core focus. By branching out into tabletop role-playing games, audio dramas, and other mediums, Studio Hermitage offers audiences diverse entry points into their captivating universe, “Our Brilliant Ruin.“

The Rise of Audio Dramas:

Jay and Paxton dive into the resurgence of audio dramas as a storytelling medium. With the upcoming release of Studio Hermitage’s 10-episode series, Paxton unveils the studio’s innovative foray into this classic format. Featuring celebrity voice talent and immersive storytelling, the audio drama promises to transport listeners into the rich tapestry of “Our Brilliant Ruin.” Paxton’s emphasis on cost-effectiveness and audience accessibility underscores the studio’s commitment to engaging fans across multiple platforms.

Building a Diverse Team:

The conversation extends to the importance of assembling a talented and diverse team—a topic close to Jay’s heart. Paxton shares insights into Studio Hermitage’s collaborative approach, fostering an environment where creativity thrives and team members are empowered to contribute their unique talents. By nurturing a culture of trust and collaboration, Paxton ensures that each project receives the attention and expertise it deserves.

Creating a Transmedia Empire: The Power of Diversification:

Paxton Galvanek, CEO of Studio Hermitage, kicks off the conversation by shedding light on the strategic approach to building a transmedia empire. He emphasizes the importance of diversification, citing the value of releasing smaller products such as comic books before launching a full-scale video game. By collaborating with partners like Dark Horse, Studio Hermitage aims to engage audiences through various mediums, including comic books, audio dramas, and more. Galvanek highlights the significance of building a community around intellectual property, laying the groundwork for future success.

Budgeting for Transmedia Projects: Balancing Investment and Returns:

The discussion then shifts to budgeting for transmedia projects, with a focus on allocating resources effectively. Galvanek emphasizes the need for flexibility, acknowledging that the budget for each project may vary based on its scope and requirements. He shares insights into Studio Hermitage’s budgeting process, which involves strategic planning and collaboration with stakeholders. By adopting a phased approach and leveraging partnerships, Studio Hermitage aims to maximize returns while minimizing risks.

Building the Dream Team: Prioritizing Roles and Finding Generalists:

Drawing from his extensive experience, Paxton Galvanek delves into the nuances of team building in the gaming industry. He emphasizes the importance of prioritizing roles based on project phases and finding versatile generalists who can adapt to various tasks. Galvanek discusses the challenges of scaling a studio, drawing parallels between large-scale operations and smaller, more agile teams. By fostering a culture of collaboration and open communication, Galvanek emphasizes the value of building a diverse and cohesive team.

Navigating Remote Work: Cultivating Culture and Collaboration:

The conversation concludes with insights into managing remote teams and fostering a strong company culture. Galvanek and Powell share strategies for recruiting and onboarding remote team members, emphasizing the importance of communication and trust. They highlight the benefits of remote work, including access to diverse talent pools and flexibility, while also acknowledging the challenges of maintaining cohesion and camaraderie. By leveraging technology and fostering a sense of belonging, Studio Hermitage and The Powell Group strive to create inclusive and collaborative work environments.

Conclusion: Key Takeaways:

In conclusion, Paxton Galvanek and Jay Powell’s journey and insights offer a compelling narrative of resilience, innovation, and collaboration in the game development industry. Their experiences serve as a guiding light for aspiring developers and industry professionals, showcasing the power of networks, adaptability, and integrity in building successful studios. As the gaming industry continues to evolve, Paxton and Jay remain at the forefront, driving change and shaping the future of game development.

This blog post is inspired by the podcast discussion between Paxton Galvanek and Jay Powell on the topic “Building and Growing a Game Development Studio.“

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

In the fast-paced realm of gaming, where innovation and creativity reign supreme, the investment landscape has witnessed a notable shift in recent times. Justin Berenbaum, VP Strategy & GM at Xsolla Funding Club and Jay Powell, CEO and Founder of The Powell Group and Founder of IndieGameBusiness® delve into the nuances of the industry, it becomes apparent that developers and investors alike are treading with caution amidst a period of slowdown and reassessment.

Understanding the Slowdown:

The gaming industry underwent a significant boom in 2020, driven by heightened demand during the pandemic. Yet, this surge in growth resulted in an overabundance of content purchases and speculative investments in blockchain and cryptocurrency ventures. Consequently, the market faced a corrective phase, compelling investors and venture capitalists (VCs) to exercise greater caution. Deal-making processes are now prolonged, with a heightened emphasis on meticulous due diligence.

Government Support and Recognition:

It’s heartening to note that governments across the globe are increasingly acknowledging the immense economic potential inherent in the gaming industry. This recognition has prompted proactive measures aimed at bolstering the sector, including initiatives to retain talent, foster job creation, and nurture indigenous gaming institutions. Such comprehensive support not only fortifies the industry’s resilience in the face of challenges but also serves as a compelling testament to its burgeoning significance on the global economic landscape.

The Importance of Self-Publishing and Promotion:

Given the prevailing investment climate, developers are urged to invest in honing their capabilities in self-publishing and self-promotion. In an era where platforms like Steam are inundated with a plethora of gaming options, distinguishing oneself from the competition demands a blend of creativity, strategic foresight, and adept marketing strategies. By diligently mastering these facets, developers can adeptly navigate the hurdles posed by funding constraints and chart a course towards independent success in the dynamic gaming landscape.

The Pandemic’s Impact:

The pandemic acted as a catalyst, thrusting gaming into the limelight and sparking remarkable growth throughout the industry. Yet, this swift ascent also engendered a sort of hangover effect, wherein a temporary slowdown in investment ensued as companies undertook a critical reevaluation of their strategies and resource allocations. However, it’s important to note that despite this transitory setback, the underlying momentum propelling the gaming industry forward remains robust and resilient. In fact, it’s poised for sustained expansion over the long term, buoyed by ongoing technological advancements, shifting consumer preferences, and an ever-expanding global audience.

Preparing for the Future Surge:

Investment cycles in the gaming industry are inherently cyclical, characterized by periods of high activity followed by slower phases. Developers should view the current slowdown as a preparatory phase for the anticipated surge in demand for new projects. By planning and developing compelling game concepts now, developers can position themselves favorably to capitalize on the resurgence of investment in the second half of 2023 and beyond.

Key Takeaways:

In conclusion, while the current state of investment in the gaming industry may appear sluggish, it is essential to recognize the underlying opportunities and challenges shaping the landscape. By embracing creativity, adaptability, and strategic foresight, developers can navigate the complexities of funding scarcity and emerge stronger in the evolving gaming ecosystem. As governments, investors, and developers collaborate to foster innovation and growth, the future of the gaming industry shines brightly on the horizon.

This blog post is inspired by the podcast discussion between Justin Berenbaum and Jay Powell on the topic “ How to Get Funding, Investments, and Publishing Your Indie Game.”

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The Significance of Physical Games in Today’s Digital Landscape

In an era dominated by digital downloads and online marketplaces, the role of physical games might seem diminished. However, industry veterans Josh Fairhurst, CEO at Limited Run Games & Mighty Rabbit Studios and Jay Powell, CEO and Founder of The Powell Group and Founder of IndieGameBusiness® challenge this notion in their engaging podcast titled “Why Physical Games are Important in a Digital Era.” Let’s explore the insights they share on the enduring value of physical copies in the gaming industry.

Unveiling the Lessons: Understanding the Current State of Physical Games

Fairhurst and Powell delve into a comprehensive analysis of the dynamic shifts within the physical game distribution landscape. Fairhurst passionately emphasizes the strategic significance of maintaining full-price sales, drawing a sharp contrast to the downward spiral often witnessed in digital markets. Their dialogue eloquently underscores the inherent value embedded in physical copies, advocating for a sustainable ecosystem where developers are duly compensated for their creative endeavors.

Crafting a Sustainable Approach: The Impact of Direct-to-Consumer Models

Fairhurst and Powell embark on an insightful exploration of the direct-to-consumer model implemented by Limited Run Games, meticulously dissecting its multifaceted impact on the gaming industry. They shed light on the pivotal role played by this model in fostering sustainability for developers through the avenue of physical releases. Powell further delves into the expansive array of platforms supported by Limited Run Games, meticulously balancing between catering to the nostalgia of retro enthusiasts and meeting the preferences of modern console gamers. Their discussion highlights the adaptive nature of the company, adeptly navigating the diverse landscape of gaming platforms to provide a comprehensive gaming experience for enthusiasts of all generations.

Navigating the Production Process: Overcoming Challenges in Physical Game Development

Fairhurst offers a deep dive into the intricate and multifaceted process of bringing physical games to fruition, offering valuable insights into each stage of production. From the initial step of securing ROM files to the collaborative efforts with esteemed manufacturing partners like RetroBit, Fairhurst unravels the complexities inherent in the process. Despite the myriad challenges and intricacies involved, Limited Run Games remains steadfast in its commitment to streamlining the production process, ensuring that developers’ visions are effectively supported and translated into tangible physical releases. Through strategic collaborations and meticulous attention to detail, Limited Run Games endeavors to uphold the highest standards of quality while navigating the dynamic landscape of physical game production.

Curating the Selection: Criteria for Publishing Physical Games

Fairhurst discusses the criteria for selecting games for physical release, emphasizing the importance of social proof and demand from the gaming community. The speakers highlight the significance of critical reviews, social media presence, and positive reception on platforms like Steam in the decision-making process.

Forging Partnerships: Collaborating with Developers and Publishers

The discussion explores the collaborative nature of physical game publishing, with Fairhurst and Powell sharing insights into the partnership dynamics between Limited Run Games and developers. From assessing market demand to estimating revenue potential, effective collaboration is essential for successful physical releases.

Planning for the Future: Strategies for Indie Developers Eyeing Physical Releases

Fairhurst offers practical advice for indie developers considering physical releases, stressing the importance of pricing strategies and game length in justifying physical production costs. By aligning digital pricing with physical viability, developers can pave the way for successful physical releases.

Conclusion: Key Takeaways

As the gaming industry undergoes constant evolution and transformation, the dialogue between industry stalwarts Fairhurst and Powell serves as a beacon, illuminating the enduring allure of physical games amidst the digital age. Their insights offer a roadmap for developers, publishers, and enthusiasts alike, underscoring the strategic foresight required to adapt and thrive in an ever-changing landscape. With digital distribution dominating the market, the resolute value of physical games stands as a testament to the intrinsic connection between gamers and tangible media.

This blog post is inspired by the podcast discussion between Josh Fairhurst and Jay Powell on the topic “Why Physical Games are Important in a Digital Era.”

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

Offering a free demo of a game can be an effective method for developers to use in order to increase their visibility and capture the interest and engagement of players for their Indie Game.

Mastering Demo Design: Insider Tips and Data-Driven Strategies from Chris Zukowski to Boost Your Indie Game’s Impact!

In the dynamic realm of indie game development, where competition is fierce and attention spans are fleeting, creators are constantly seeking innovative ways to captivate audiences and propel their games to success. Among the myriad strategies employed by developers, offering free demos has emerged as a potent tool for generating buzz, attracting players, and driving sales. In this comprehensive guide, we’ll explore the invaluable insights and actionable advice provided by industry luminary Chris Zukowski, shedding light on the art and science of demo design.

At the heart of Zukowski’s philosophy lies a fundamental truth: the power of demos to ignite interest and engage players cannot be overstated. By providing a tantalizing glimpse into the world of their game, developers have the opportunity to hook players from the outset, drawing them into a captivating experience that leaves them craving more. However, crafting a compelling demo requires more than just showcasing gameplay mechanics—it demands a deep understanding of player psychology, effective storytelling techniques, and strategic design principles.

One of the key takeaways from Zukowski’s expertise is the importance of leveraging data to inform demo design decisions. Through meticulous analysis of player metrics, such as playtime, completion rates, and engagement levels, developers can gain invaluable insights into how players interact with their demos. Armed with this knowledge, they can refine their design strategies, fine-tune gameplay mechanics, and optimize user experiences to maximize player retention and satisfaction.

In his insightful presentation, Zukowski offers a wealth of empirical evidence to underscore the impact of offering free demos on game visibility and success. By examining case studies and real-world examples, developers gain a deeper appreciation for the tangible benefits that demos can yield, from increased wishlist additions to enhanced visibility on streaming platforms and gaming festivals. Indeed, demos serve as potent marketing tools, allowing developers to reach broader audiences, cultivate fan communities, and generate buzz around their games long before launch day.

However, designing an effective demo is no simple feat—it requires careful consideration of various factors, from demo duration and difficulty balancing to pacing and narrative cohesion. Zukowski emphasizes the importance of setting clear objectives for the demo and ensuring that every moment of gameplay contributes to a cohesive and compelling experience. Moreover, developers mustn’t overlook the significance of marketing and promotion, leveraging social media, press coverage, and partnerships to amplify the reach and impact of their demo.

While the benefits of offering a demo are undeniable, it’s essential for developers to recognize the potential challenges and limitations inherent in the process. Certain types of games, such as narrative-driven experiences or experimental gameplay concepts, may not lend themselves well to the traditional demo format. In such cases, developers must exercise creativity and innovation, exploring alternative approaches to showcasing their game’s unique qualities and engaging players effectively.

In conclusion, the insights and strategies shared by Chris Zukowski offer invaluable guidance for indie game developers seeking to harness the power of demos to elevate their games to new heights. By adopting a data-driven approach, embracing strategic design principles, and leveraging effective marketing tactics, developers can create demos that not only attract players but also drive engagement, foster community, and ultimately pave the way for greater success in the competitive world of indie game development.

This blog post is inspired by IGB Sessions September 2022, on the topic “ Free demos! The secret to instant visibility!”

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Learn strategies that can help you effectively research and analyze your competitors in order to build a successful marketing plan for indie games.

Unlock Success: Spy on Your Indie Game Competition with Expert Insights from Chris Zukowski!

Marketing strategist Chris Zukowski is renowned for his expertise in helping indie game developers navigate the complex landscape of digital marketing. Drawing upon years of experience and a deep understanding of the industry, Zukowski shares invaluable insights and practical tips for developers looking to gain a competitive edge in the crowded market.

Central to Zukowski’s approach is the concept of competitive analysis—a process by which developers can spy on their rivals to glean valuable insights and inform their own marketing strategies. Utilizing tools such as gamestats.com and SteamDB.info, developers can access a treasure trove of data, including revenue estimates, wishlist counts, and follower metrics, allowing them to identify key competitors and assess market trends.

But competitive analysis extends beyond mere data collection—it’s about understanding the underlying dynamics of the market and identifying opportunities for differentiation and growth. By studying trailers, gameplay footage, and community feedback, developers can gain valuable insights into consumer preferences, emerging trends, and untapped niches within their genre.

Importantly, Zukowski emphasizes the importance of ethical conduct in competitive analysis, urging developers to engage in open collaboration and information-sharing within the indie game community. By fostering a culture of mutual support and knowledge exchange, developers can collectively elevate the industry as a whole while gaining valuable insights into market dynamics and consumer behavior.

In addition to competitive analysis, Zukowski explores the role of strategic marketing in driving game visibility and engagement. From paid advertising on platforms like Reddit and Facebook to leveraging the power of social media to cultivate a dedicated fan base, developers are presented with a myriad of opportunities to amplify their reach and impact in the marketplace.

Crucially, Zukowski highlights the importance of tailoring marketing strategies to the unique characteristics of each platform and audience segment. What works on Reddit may not necessarily resonate on Facebook or Twitter, underscoring the need for a nuanced and targeted approach to promotional efforts.

Ultimately, Zukowski’s insights offer indie game developers a roadmap for success in an increasingly competitive industry. By leveraging the tools and techniques of competitive analysis, conducting thorough market research, and deploying strategic marketing tactics, developers can position their games for maximum visibility, engagement, and success in the marketplace.

This blog post is inspired by IGB Sessions: Water Edition 2 on the topic “How to spy on your competition to build your marketing plan.”

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

“Mastering the Game: Creating a Budget and Schedule for Your Game” – Heather Chandler, Game Development Expert at The Powell Group
Heather spoke about the essentials of project management and why it’s important for your game. She discussed mapping out milestones, creating a schedule, determining how many people you need, and putting together an initial budget. Gain practical insights that you can apply to your own game budgets, schedules, and resource plans.

“Marketing Should Be Your First Thought Not Last – Concepting A Game With Marketing” – Michael Brown, Founder of Vicarious PR
All too often games are made without a thought of commercial viability and marketing until it is almost complete. Vicarious PR founder Michael Brown spoke about how marketing and market research should be informing your game concept from the very start and how that can lead to better sustainability and game design.

“How To Find A Publisher For Your Indie Game” – Jay Powell, CEO of The Powell Group
Jay’s lecture will give you the step by step guidance you need to start your outreach to publishers after a game jam. It also covered best practices for the process and how to manage the process. This lecture walks developers through the process of using The Powell Group’s publisher and investor list.

You find these lectures along with the lectures for all the IndieGameBusiness podcasts and conference on our YouTube page.

Here are 20 tips that will help you make the most of any business event you attend!

If you are looking for support in preparing for your pitch meetings we’ve put together a program to help.  You can find that here: Unlocking The Secrets To A Great Pitch Deck

Before the Conference

• Identify your goals. Sit down and outline your goals from a company and individual standpoint. Are you going alone to evangelize your business or do you have multiple members of your team that will be there for staff development as well? 
• Establish meeting targets early. The “Who?” is the most important question you should ask before attending a conference. Use your own network, LinkedIn, or the conference sessions and speaker list to see who is going to be attending this year. 
• Prioritize. Don’t book “meetings for meetings sake.” It wastes your time and the time of those you meet with. Tier your targets into three groups and start from the top. That way you know you’ll get the worthwhile meetings you need. 
• Don’t wait; Act now! Schedule meetings immediately in MeetToMatch, your own calendar or whatever you use and make sure the other attendees are notified. Make sure you include the location (in the correct time zone), mobile numbers for all parties and pictures if possible.
• Location, Location, Location. Not all of your meeting will be at the show itself so you need to be aware of that when you’re booking them. Many people will want to meet at the closest hotel to an event. While this is certainly convenient, is it also usually packed with other people who had the same idea. Nothing is going to get done if you and your attendees spend the entire time saying “Hello” to everyone walking by. Try to find somewhere a little quieter for your meetings, whether it’s a hotel just a slightly farther distance away, or a nearby cafe.
• Manage your timing. If your meetings are in close proximity a half hour slot should suffice for an introduction meeting. Use your own discretion if this is a client or you have specifics to discuss. Also check your walking times between meetings and make sure you have time to get from one hotel to the show or another hotel.
• Confirm meetings. Two days before the start of the show is generally recommended.
• Be prepared. Pack business cards or have your networking app handy on your phone. Have water and a good understanding of the layout of the conference and surrounding area.
• Don’t rely on technology. Make sure you print out a hard copy of your meeting schedule. Google Calendars and our phones are awesome, until an entire trade show is taxing a Wi-Fi connection and deep in the bowels of a convention center there is no cell service. A physical copy will always be ready for you. 
• Make notes for yourself. Jot down a few key points for each meeting on your schedule to maximize the time you have together. If you only end up with a few minutes to chat, this ensures that your key points are expressed and important questions get answered.

During the Conference

• Engage in social media. Using conference hashtags on social media sites can and will net you new followers. It’s also a great opportunity to strike up “conversations” with fellow attendees and perhaps even generate last-minute meetings.
• Hand out and collect business cards, connect on LinkedIn or share contact info in some form. Do this with everyone you talk to. You never know where a good lead will come from. 
• Write it down. Make sure you jot a note down on the back of any card you receive. I’ve been doing this for nearly 20 years now and I STILL get home with that one card and ask myself “Who the hell was this?” Take a moment at the end of the day to write yourself a reminder on the back of the card “Met with George – iOS developer.” Easy enough.
• Collect information. Make sure you are picking up any industry and trade magazines. Some of national organizations provide brochures and booklets about companies in their country; you can often acquire good contacts and leads there.
• Introduce people that you know, but who aren’t acquainted with each other. And when you do so say more than their name: “Rick, this is Jay, he is a business development consultant. Jay, Rick is with XYZ company and they just started making widgets.” 
• Use your team members wisely. If you have staff, use events to educate your junior team members by having them attending sessions or on an expo floor demoing new tools. Don’t have them in meetings where they are adding no value; that’s where your executives and business development people should be.

After the Conference

• Schedule follow-ups immediately after the show. In the first week after the conference, follow up with everyone with whom you met via email and/or phone. This is also the time to outline upcoming opportunities and deliverables that may have come from your meetings.
• Take time for data entry. Enter the information from all your business cards into your CRM. Make sure to include your notes on that contact or company.
• Make personalized connections. Connect on LinkedIn to everyone you met (Evernote Hello is great tool to help with this). Instead of using the default introduction blurb, take 20 seconds and write a one-line note to your potential contact. It is more personal and it makes a world of difference.
• Pay it forward. Take time to introduce people via email, Twitter, LinkedIn or otherwise that may not have met at the conference. Give and Take author Adam Grant has a great exercise to help you make this a habit: 

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

Attend free sessions on video game business, marketing, and licensing with industry leaders February 5th – 9th

IndieGameBusiness® and Global Game Jam are thrilled to announce they’ll be in co-op mode for their event “So you made a game, now what… the next steps to getting your game pitched, made and published” from February 5th – 9th. Following the January Global Game Jam®, which took place January 22 – 28, free lectures from industry experts will be available for session attendees. In addition, IndieGameBuiness® will be donating 50 all-access passes, pitch deck review sessions, and inclusion in IGB marketing events to select Global Game Jam participants. 

Beginning on February 5th at 10am EST (7am PST / 3pm GMT), free digital lectures will take place with industry leaders covering all things video game business and marketing. Speakers and lecture topics during the event will be: 

• February 5th at 10am EST:  Jay Powell, CEO at The Powell Group – “Why Business is important“
• February 6th at 9am EST:  Margarita Pino, Business Developer at The Powell Group – “Pitch Lvl Up (Pitch building + improvements)“
• February 7th at 1pm EST: Heather Chandler, Game Development Expert at The Powell Group – “Mastering the Game: Creating a Budget and Schedule for Your Game”
• February 8th at 2pm EST:  Michael Brown, Founder and CEO at Vicarious PR – “Marketing Should Be Your First Thought Not Last – Concepting A Game With Marketing” 
• February 9th at 10am EST:  Jay Powell, CEO at The Powell Group – “How to find a publisher“

As long-standing events and organizations in the gaming industry, IndieGameBusiness® and Global Game Jam® are teaming up to bring even more resources to current and aspiring developers alike. IndieGameBusiness® is thrilled to be the longest-running virtual event in video games, specializing in providing resources about the business of making games. As the world’s largest game creation event, non-profit Global Game Jam® invites participants from around the globe to come together, whether it be in-person or virtually, to create games around a central theme. Together these two organizations are going co-op mode to expand their events and resources. 

Join IndieGameBusiness® and Global Game Jam® for “So you made a game, now what… the next steps to getting your game pitched, made and published,” taking place from February 5th – 9th on Facebook, YouTube, and Twitch.

The Global Game Jam® (GGJ®) is the world’s largest game creation event taking place in physical and virtual locations across the globe. Think of it as a 48-hour hackathon focused on game development around a theme.

GGJ’s mission is to stimulate innovation, experimentation, and collaboration through the medium of games in a safe and welcoming environment.

About The Powell Group

IndieGameBusiness® is an initiative of The Powell Group. The Powell Group is a full-service consulting firm led by a CEO with over two decades of industry experience. They currently scout games for multiple publishers and investors, help facilitate partnerships between IP holders, developers and publishers, and provide detailed consulting and support for a number of companies. Additionally, their education initiative IndieGameBusiness® provides an understanding of the business and marketing aspects of the games industry on eleven major podcasting platforms weekly.

With their vast industry knowledge and extensive network with more than 7,500 developers and over 600 publishers, they assist clients with projects at every stage to connect them with the resources needed to succeed.

This is the most frequently asked question that comes from indie developers. Unfortunately it doesn’t have a clear cut answer. Every studio is different, every game is different, and every publisher is different. The most basic form of the question can be answered with a simple flowchart.

In reality it’s never quite that simple but those three questions will put you on the right track. Development funding and the user acquisition campaigns necessary for a successful free-to-play title require large amounts of cash up front. This is typically the major selling point for getting a publisher. If you’ve never published a game before then you just need to know about all the other things that publishers do and how to do that well. It isn’t something you want to figure out as you go.

What Do Publishers Do?

Good question and again, no clear cut answer. Twenty years ago we had 30-50 publishers globally that were worth pitching product to. Now our firm tracks over 600. With that there is a lot of variation in services and the quality of services.

Before the days of Steam and iTunes a publisher was mandatory if you wanted to be on a store shelf and been seen by consumers. Publishers were the ones that had the relationships with Wal-Mart, Best Buy, GameStop, etc. and they handled all the manufacturing, shipping, and warehousing of the games. Publishers were also the ones the maintained the relationships with the major magazines and websites when it came time to promote a title.

Today most games are sold digitally through Steam, Apple, Google, Epic, Microsoft, Sony, and Nintendo. The streamers are quickly replacing the “old gods” of marketing and PR and developers have direct access to them. The key position that publishers held fifteen years ago is gone and the line between developer and publisher has faded but having a publisher on board can still be very beneficial.

Looking solely at today’s digital market, publishers have five (or six) primary roles.

1. Development funding
2. Testing and QA
3. Localization
4. Distribution
5. Marketing
6. User Acquisition (Mobile only)

Aside from the funding, each of these jobs can be handled directly if you have the time, experience, financing, and the contacts to do so. An indie developer CAN do all of these things, the question you have to ask are “Do you want to?” and “How much revenue are you willing to give up to have someone else do it?”.

Identifying Your Publisher

The first step in finding the right partner for your game is understanding exactly what you need. The more aspects of the process you can handle internally, the better terms you can negotiate for yourself. Understand which publishers provide which services and start there. Keep in mind that if you are asking for funding for your game you will most likely be handing over the reins to that partner for everything.

The Heavy Hitters

Activision, EA, Ubi Soft, Take Two, etc. The powerhouses of the industry. If your team has shipped AAA titles that reviewed well in the past and your budget is in the tens or hundreds of millions, these are the companies you will go to. Many of these publishers don’t want to look at a game unless they are confident it will sell over 10 million units. They have the money to finance multi-year development cycles and they go all out when it comes to marketing and exposure. As an indie, your chances here are slim, but if you have the right team and the right track record they are a deep pocket of funding.

The Mid-Tier

Publishers in the middle of the market stand out from the digital publishers because they do fund development of outside titles and frequently distribute RFP’s (Request For Proposal) to developers for the purpose of finding a team to develop a game based on one of their internal IPs. These publishers will also bear most of the load when it comes to the testing, QA, marketing, etc but their sweet spot for funding is usually $500,000 USD to one and a half million. The lower the better. It will be mandatory for you to have a solid playable version of your game before approaching these companies

Indie Publishers

Recent years have seen the growth of what we call “digital publishers”. These are companies that have historically had a PR or Marketing role in the industry or formerly ranked as one of the mid-tier publishers who were pushed off the retail market as shelf space started shrinking. These companies will rarely pay advances but if they do it will be under $500,000 USD. Many of these companies focus on supporting indie teams. They work with late stage games, help with some polish and then manage testing, localization, and marketing.

Building Your Target List

Once you understand what you need it’s time to start building a target list. Ideally you need a CRM software solution for this. There are several affordable options here, just search for small business CRMs. Start by looking up the publishers for the platform you are going to lead with. Steam lets you click straight through to a link with the publisher’s name so you can see in an instant how many games they’ve published and a few more clicks tells you how the game was received. You can also simply download the publisher and investor list we release each year.

It isn’t difficult to do the same research on mobile. SensorTower is an option, the iOS and Google stores are obvious sources, or you can look at Data AI. There are a lot of analytics companies out there on mobile. You may need to sign up for a free account but it’s a small price to pay.

For all of these sources you need to dig deep into the list. The front page of the mobile stores will be full of Rovio, King, Glu, Tencent, Supercell, etc but you need to understand that your probability of landing a deal with one of the big firms is extremely small. Publishers in the top 200 for mobile are very viable partners for most games.

Narrow It Down

With your list in hand it’s time to start weeding them out. Go back to your research and look at the overall rankings and reviews for the games the publishers released. Track the user reviews or Metacritic scores in a spreadsheet and start seeing who has the games that are consistently well received. Google the company and see the press they have received and if there are any epic rants aimed at them from unhappy developers. Reddit and Gamasutra are two great resources here. Just remember, it’s the internet and you’re ten times as likely to find someone angry as you are to find an article lavishing them with praise.

Here are some of the basic “Red Flags” to look for:

• Overall poor reviews
• Few releases
• Public complaints from other developers
• Bad press in industry publications
• Have you ever heard of their games?

You want to focus on publishers that have published titles similar to yours. They have a better understanding of that market from experience and you’ll reap that reward. If you’re building a top down shooter, don’t pitch your title to a company that focuses on 4x strategy games. Also be on the lookout for niche publishers. Some companies may only have a handful of releases but they are done very well or they all target a very specific demographic. Those companies have their type of game down to a science and they could yield you phenomenal sales.

Qualifying Your Partner

Once you have your partner selected and the deal is moving forward you need to fully qualify the company and the individuals you will be working with. This is something that absolutely needs to be completed before the contract is signed. Even when faced with bad news or insights into the company that concern you, it is very hard to let go of a deal that looks like it is moving forward. It is imperative that you weigh this decision carefully. The future of your company could be at stake.

First you need to check references on the company you are going to be working with. Not the references they send you, the references you find on your own. When someone asks you for references concerning a job or a new deal, do you send them to the people that might reflect poorly on you? No. You send them the safe references. We’ve all been guilty of it at some point. The same is going to be true of other companies when you ask them. For that reason, it is always imperative that you do your own research.

How? Simple. Look at the games the publisher has released in the last two years. Find the developers and reach out to them directly. Be as upfront as you can without violating your NDA but let them know you’re considering working with this publisher and you’d like to know how their experience went. Here are a few good questions to get you started.

• Who was your producer and what was the experience like with this individual?
• What was the usual turnaround time on email responses?
• What did they promise to do for you and did they follow through on it?
• What type of marketing did they do and was it effective?
• Did they use the most up to date screenshots and features during promotions?
• Did they use the most up to date build of the game when sending or showing demos?
• Have their sales reports been up to date and accurate?
• Have they paid their advances or royalties on time, every time?
• Would you work with this publisher again?

The final question is the key one. Many things can go wrong during the course of publishing a game. Some of them may be honest mistakes, some may be out of your publisher’s hands. If there were parts of the experience that didn’t go like they wanted to but the developer says they would work with that publisher again, it’s a good sign.

Conclusion

I highly encourage you to think heavily into whether or not you really need a publisher. If you do, it’s a big choice and you should not rush into any agreement. Do your research, have a lawyer review your agreement, fully understand the terms and payment information, and research your partners. You will end up with a much better experience.

Level up your indie gaming journey! Don’t miss out on the latest IndieGameBusiness® podcasts – sign up for our newsletter today and stay tuned for upcoming episodes, Discord events, industry news, and more. Stay in the loop – Subscribe now!

To be successful in acquiring licenses for any game you need to maintain a specific set of goals, tools and methodologies. First and foremost you need to be clear about what you are looking to achieve from these deals. Your initial goal should be discovery and user acquisition. Until you have a sizeable user base and brand recognition you won’t be appealing to licensors. Licensors and their agents want two things out of every licensing deal: brand exposure and money. If you don’t have the user base at launch to provide them with a sizeable amount of brand exposure, the benefit you offer is money in the form of a licensing fee or minimum guarantee.

To pursue a licensing strategy you will also need a CRM solution. This is not as essential in licensing as it is in business development so if you don’t have a solution in place you can still manage. If you don’t have a CRM you can use a spreadsheet for the purposes of identifying and qualifying your partners. When you start doing outreach to your targets you will need a way to track prospects, calls, emails, notes, and to schedule follow-ups. Once you start reaching out to the licensors it will get time consuming and without a solution in place you don’t want to end up dropping the ball on a valuable relationship.

When you look at CRMs you need to make sure they offer these baseline features:

• Minimum of space for 1,000 contacts
• Minimum of 5 users allowed
• Scheduling of tasks and events
• Ability to enter notes on accounts or contacts

There are several options out there for CRM solutions that are affordable and possibly even free for what you need. You don’t need something as large or expensive as SalesForce though. We use Nutshell internally but there are also good options available from HubSpot, Sugar, Zoho, and others.

As we previously stated, until the game has a sizable user base or your company has a track record of success the appeal to licensors will be cash. You may have a great team in place with a lot of experience in the industry but if you have not launched a game with this team in place you will still need to prove yourself. For this reason your company will be viewed as a pure licensing partner for larger companies and celebrities.

As you reach out to potential partners you need to ask them what their goals and expectations are for a licensing partnership. Pay careful attention to their response and record their answers in your CRM or spreadsheet. Partners that are simply interested in the licensing revenue will be less motivated to endorse a game than those who are passionate about maximizing the opportunity. Passion may come from a desire to be involved in a game that will yield high branding possibilities down the road or a desire to help further a particular cause or message the game promotes. When weighing your options on potential partners we recommend pursuing a partnership with those that are passionate about your game, message, or cause.

Even if a partner does not seem interesting at this point in the project, they may become a valuable partner as your goals change with development and release. Understand how to optimize each stage to meet their goals. For example, social media posts are a very easy ask. Identify the parts of the game that can best help your partners and cost you the least in time and opportunity cost. For example, you may not need to create a custom in-game item for a specific partner and all you need to deliver could be a pop-up screen on sign-in or a special mission. Create a spreadsheet with a list of all the possible ways you can incorporate additional elements into your game. Assign an hourly estimate on the time it would take to create that asset as well as an opportunity cost. This will help you track partnerships and determine the best fit for a partner at a glance.

While all games present a set of risks, your game’s (or studio’s) theme and subject matter may present risks and won’t appeal to all licensors. In addition to the inherent development risks involved in any project, there will be licensors and partners that don’t want to be associated with the game simply because its messaging, genre, or content. There is also always the chance of a game not making it to market in the first place or seeing a release but not having the marketing and UA budget to sustain it. Depending on the licensor, they may or may not be aware of these risks, but these are things to always keep in mind. You don’t want to pay hundreds of thousands for a license and not have sufficient funds to devote to development, testing, polish, and marketing.

When creating promotional materials, focus on the track record of the team or individuals. Lay out why the game will succeed very clearly and make analogies to other successful games. Your audience at the licensor may or may not be up to date on the game industry so skip buzzwords and abbreviations.

“A modern F2P match 3 with an RTS metagame focused on monetizing DAUs”

That may make perfect sense to someone in the game industry but an outsider could be completely lost. It should read:

“A modern free to play game that combines the matching in Candy Crush with the strategy of Game of War. Our monetization will focus on in-app purchases that encourage users to engage with the game daily.”

At this stage you don’t need a wealth of material to pitch the game and seek partners. We recommend a six to ten slide deck. The deck should include the following:

• Game description: A brief overview of the game including genre, describing game-play, protagonist, backstory and similar elements
• Short game description: Succinctly describe the game in one sentence
• Key game features: Bulleted list of 5-8 key features of the game, using specific, descriptive quantified information whenever possible
• Unique Selling Point: What one feature of the game is its primary strength? What makes it unique? What makes it appeal to gamers?
• Platform(s): What platform(s) will the game be available on?
• Anticipated release date: This does not need to be specific; a season (e.g., summer 2015), quarter, or even half year is fine
• Overview of studio: High-level overview of the size of team, number of projects produced, and location of company
• Team Bios: At the very least this should include your executive team but we strongly encourage listing your team leads here as well. Include photos or art for all team bios
• Past titles: A list of all past titles from your studio (or members of your team) with a focus on high-profile or highly successful titles
• Screenshots, concept art, renders, sketches, etc.: At least five, but ideally ten or more. Ideally these would show different settings, different characters, different game features, the interface and display a varied color palette o 1600×1200, 300 dpi, saved as either .png or .jpg
• Company logo along with any relevant licensed product logos or platform logos
• List of awards or other industry recognition

Next, discuss the launch timeframe and initial marketing and user acquisition push. You want to show that you have a plan in place to draw users in addition to the support you are seeking from your partners.

Finally, craft an introduction email along with a follow up email. Keep these e-mails brief and to the point. You do not want to send a partner an introduction email that is a page long. They’ll look at it, see that it’s a lot to read, and simply close it. Four sentences and the attached deck should be enough. State who you are, what the opportunity to them is, and what their benefit will be.

It is imperative that you always present the opportunity in such a way that that they will see the greater benefit to them from the partnership. Discuss the values of expanding their brand awareness and pitch the game as a marketing tool. Establishing the game as a marketing tool as opposed to a licensing opportunity sets the tone that you expect to compensate them in some form instead of coming to them and offering to pay.

Finding the right partner for a game today isn’t a one-time search. If your game has a post-launch content plan, identifying potential partners should be an ongoing priority.

Identification of targets comes from simple research. Track your targets in a spreadsheet or your CRM so you can add new options and see the information you have gathered on each one.

Once you’ve created your target list of companies you need to qualify and prioritize them based on your most immediate needs. As the game builds to launch and in the early days of release your focus should be solely on user acquisition. More users not only builds the core revenue stream of the game, but also establishes legitimacy and a daily or monthly following of users that can you provide access to.

With this in mind you want to sort the target list and prioritize partners based on their social media footprint and your needs for the next eight quarters. We calculate the social media footprint as simply the sum of the Facebook, Twitter, Instagram (and other social media profiles), number of Twitch and/or YouTube subscribers, and mailing lists. Basically, how many of their fans or followers can they reach to tell them about the game. You won’t know their mailing list reach from research so that is something you need to ask when you reach out to them.

As you go to prioritize your list, divide it by the stage of the game. Pre-launch and for the first month after launch your objective is users. You want to target the partners here that can provide you access to the most users for the least amount of money out of your pocket. Post-launch you want to retain that momentum but should have a solid enough user base at that point to start approaching companies from the marketing side versus the licensing side.

The days of cold calling are all but over. Today’s executives don’t want to be bothered out of the blue with something they aren’t prepared for. Research the specific contacts you need to speak to at each company. You want a decision maker that is “C” level in the organization so start with the company website or LinkedIn. You don’t need a premium account to contact the person, you just need their name. If you have not been able to ascertain the contact’s email address at by this point go to https://hunter.io/ or www.mailtester.com and use these sites to determine the contact’s information and reach out to them directly.

Using your introduction email your first objective is to establish contact, outline credibility, and determine interest. From there you want to have the partner ask for more information or set up a call immediately. If you do not get a response to your first email, wait one week and send your follow up email. Do this twice for a total of three attempts to reach your contact. If you haven’t received anything after the initial email and two follow-ups then search for a different contact at the company or deprioritize that partner for the short term. Don’t waste time relentlessly trying to pursue your favorite company or celebrity when they aren’t returning your calls. The best partners are the ones that are enthusiastic and excited about the game, not necessarily the one with the biggest following.

There are no hard and fast rules for the type of deal that you can create with a partner. Even major movie studios vary the types of deals they structure based on the IP and the partnership. Keep in mind that when you are dealing with a licensing agent versus the licensor directly an upfront payment of some sort will usually be expected. Licensing agents typically make their money on commissions so deals without an advance are rarely entertained.

The way you approach a partner is key, as well. Large IP’s or companies will typically have a licensing and marketing division. The group you approach first will set the tone and expectations for the relationship. The key difference between the two groups is simple. Licensing divisions will be expecting you to pay them, marketing divisions are more likely to pay you. Your objective for the long-term profitability of your game is to deal with the marketing division but you will have to begin with the licensing side. All games will need to have a large number of users that are returning daily or weekly before you can make that transition.

A licensing deal will typically have you paying a fee, royalty, or both to the IP holder in exchange for the right to use of their brand and obtain their support in promoting the game. This is the case when their reach is stronger than yours and you need their support to grow or their IP to establish credibility. These are the initial deals you will be doing before the game launch. The Kardashian game from Glu Mobile is a great example of this. They paid Kim Kardashian a large upfront fee and she receives a royalty from the revenue of the game.

Marketing deals come about when you have proven that your game is a powerful brand in and of itself. Your objective here is to have companies pay you to have the brand featured in the game. You can provide access to targeted users who return to the game frequently. In today’s world of declining traditional advertising, many companies are looking to games to promote their brands. You see the evidence of these deals in mobile games where specific products based on brands are placed. You will need to have hundreds of thousands of daily active users to approach companies with this opportunity. Your objective is to show that it is cheaper and more effective for them to spend their money marketing in your game than it is to invest in more traditional marketing.

Occasionally you will see what we call co-marketing deals. There are numerous names for these deals but they essentially boil down to quid-pro-quo relationships. These are a key aspect of early-stage partnerships as well. You will include the IP or brand in the game and promote it as the brand holder does the same for the game. No money changes hands up front in these partnerships. You typically see these partnerships with smaller companies and brands. The relationship is mutually beneficial and neither company needs to expose themselves to large amounts of risk.

As you move into the letter of intent (LOI) and contract phase of the partnership there are a number of deal terms that you need to be aware of. Some of these general terms you will discuss with the partner and some are specific items to be negotiated in a formal contract.

These deals are paid for in money up front with no backend royalty payments. As the licensee these are the best deals you can do if they are negotiated at an affordable fee. You will pay the IP holder once, and never owe them any additional revenue. These deals are best done when you are acquiring a brand or IP and need little ongoing support from the partner. Once you’ve paid a licensor all they are owed it can sometimes be difficult to get them to hold up their end of the deal. You see a lot of these deals in the social casino space when a company wants to brand a digital slot machine with a recognizable IP.

This is the amount of revenue as a percentage or a fee per sale that you owe the licensor in return for the use of their brand. More valuable IP’s will demand a royalty as well as an upfront fee. If the initial fee can be recouped by the royalties it is referred to as an “Advance Royalty.” If the fee is non-recoupable it will be called an “Acquisition Fee” or something similar. Not all royalty deals require an initial payment, if you are structuring a deal that does, make sure you are paying an Advance Royalty. Only on the rarest of occasions should you be paying a non-recoupable initial payment to a licensor.

This is the period of time that you have the rights to use the IP. The longer you wish to hold the rights, the more expensive it will be. We do not recommend engaging an IP or company for more than 1 year after the initial launch of the game. You can always have options to renew if the game is still monetizing well. This practice will save you money, and allow you to step away from the deal sooner if it is not providing the desired result. Mobile game terms should typically be shorter than those for console games as the development cycle is shorter and the increased risk of sunsetting. It does you no good to pay for a license if the game isn’t around to use it.

Whereas territory used to be defined by country it is more frequently done today based on language. You can typically save money by not requesting worldwide rights. If an IP is not well known in a country, don’t pay for the rights to use it there. The same is true for countries like China that have a vastly different model for games.

This section of an agreement will detail the rights you have permission to use and how you can use them. In this case you will be creating a mobile game. This section of an agreement may also outline what credits you have to give to the IP holder, author, artist, etc.

Approvals are an extremely important part of the contract and relationship. Many partners don’t know much about the game industry and they don’t understand the time constraints of game development. It is EXTREMELY important to outline clear timelines and methodologies for approvals in your final agreement. Typically you want to give the licensor no more than 10 days to approve anything that they need to review. In the event that they do not approve it they need to be very clear and specific on what needs to be changed. It is typical to have a major licensor want to approve the final design documentation, major milestones, the final game, and any marketing materials featuring their likeness or IP.

As mentioned earlier, every deal is going to have its own pros and cons with regards to payment terms. In general, you should weigh each licensing partnership based on the cost it would market your game to their social media footprint versus the terms of the deal. Other factors such as new market reach should be taken into account as well. If the licensor has specific obligations to meet in the partnership make sure you have not paid the total fee until that is done.

If there is a royalty due to the licensor based on revenue you’re going to need to report those sales and pay out the royalties on a monthly or quarterly basis. Your objective in negotiating this would be quarterly payments due 45 days after the end of each quarter.

Here your partner will outline which specific trademarks can be used in the game and where they are placed. Every company has different rules for this but you want to make sure that in all materials that they create to promote the game, your company name is listed as well. This will help you with brand recognition down the line.

Because of the size of many of the companies you will be dealing with or the publicists when dealing with celebrities, the licensor will want control over the PR surrounding the game. It is standard for everyone to sign off on a press release before it goes live. Try to control the creation of the press release on your side but make sure they will distribute it to their press list as well as it will undoubtedly have a deeper reach than yours alone.

This section of the agreement should put into detail the expectations you have of the licensor. This needs to be as comprehensive as possible and cover everything from marketing to promotion. Remember, if it isn’t included in the contract, a licensor isn’t truly obligated to do it.

Most major brands will require that you carry Errors and Omissions insurance. I’ve seen this as low as $1,000,000 coverage and as high as $5,000,000. If you don’t already have it, go ahead and invest in it. We recommend picking up one to two million dollars of coverage before it is brought up by a licensor. Usually we’ve found that if they ask for three million and you tell them you already carry one million, they’ll agree to the lower coverage.

Simply put, this is where you will outline what happens when the agreement is over. Many licensors will demand that the game be released within a certain time period or the rights revert back to them. This can be advantageous to you if you want to pick up exclusivity or other perks without paying extra money up front. Guarantee them the game will be out by a specific date and get exclusivity on this. Also make sure that the agreement does not state that the deal can be cancelled “for any reason”.

1. Research Phase: This is where you will use your CRM or spreadsheet to track and qualify possible partners.
2. Outreach Phase: Start your outreach across the board no less than six months prior to release. Some deals take longer than others to negotiate and close and there is no way to predict this. It is far better to have all your cards in the deck to be able to plan for pre-release, launch, and post launch campaigns.
3. Outline Deal terms: Keep notes of these in the outreach spreadsheet so you can compare at a glance.
4. LOI: Don’t create something so long it could be a contract. One page is enough for major deal points, two pages at the most.
5. Contract: This could take from two weeks to three months. Rarely is it because of the core deal terms. The more likely reason for delays is attorneys. Our most recent deal took six months to close but this is a rarity.
6. Live Phase: Once the game goes live you must still continue to seek out new partners, manage the ones you have, and pivot accordingly.
7. Reporting: Use your quarterly reports to not only inform the partner of how things are going, but to see what they have planned for the next six months and adjust your deals and plans to fit better with their objectives.

Acquiring a license isn’t nearly as expensive as it used to be and even small indie teams can find a great partner. Games have come a long way in the last 20 years alone and a savvy licensing partner will understand the value of games. A great license with a partner that will support you can be a huge boost to your visibility and sales. Today’s digital market on mobile, console, and PC is extremely competitive, a little bit of brand recognition can go a long way.

Larry also discussed Binge, the streaming service that the System Shock TV adaptation will premiere on, focusing on gaming related media really goes to show how the games industry has really begun to garner the respect and attention of other industries such as film and television. With the pandemic starting in 2020 gaming had a phenomenal year with about 170 billion dollars of revenue generated in the industry.

When asked about Nightdive’s involvement in the project Larry stated that their role is more passive and that they are mostly there as a reference or a resource for whatever the project needs or if they need specific information from what is now, the System Shock Universe. Larry also gives out the advice at this time that if you want to get into the industry under any means necessary, or in his words “join the circus”, be willing to sweep up after the elephant. He goes on to explain that working in the industry is not as romantic as it sounds, there are days where he has to review contracts, sit in meetings for hours with lawyers, etc. It is not as simple as sitting at home and playing video games all day.

When asked Larry clarified that there is currently no date for the release of the System Shock TV adaptation. Larry takes this opportunity to talk about the games industry and the obsession with release dates that can then lead to backlash from the community when they are not satisfied with a release after they demanded the release to be as soon as possible. They are in fact giving Binge as much as time as they want to perfect this tv adaptation rather than rushing it out.

The first part of the podcast truly focuses on Damon’s experience in the industry and how developing games has changed since the 1980’s when he was graduating high school. They go on to discuss that even outside of MMO’s catering to your community in any sort of live service game is extremely important. He goes on to mention that community is an essential part of the process for any developer, especially indie developers. Damon suggests using social media, live streams, etc. to build momentum for your release. He says that if you take care of your community they will spread the word of your game themselves, even suggesting that you should let publishers come to you after some success rather than trying to find a publisher to guarantee success and marketing.

When asked about general advice about game development Damon suggests that as a studio you should not be overly ambitious. Not in the sense that you cannot have dream projects that push boundaries, but more so understand your team and the limits you currently have instead of over scoping the project. He says that you should focus on the features that will make your game a worthwhile project as you can always remove bad features but never get the time back you spent developing them. This goes hand and hand with his advice to make sure that you have time to playtest your game to make sure the features you are adding are actually fun for the player rather than just adding features for the sake of having them.

While this part was short Damon does talk about the writing process and how whoever is a part of the writing process needs to understand the world you are writing for and making sure everything fits into the established writing. Lastly, when asked about the best way to nurture a healthy working environment Damon stated that while it is at the mercy of the personalities in the room it can also be important to encourage collaboration at all times. He also mentions that it is important to have team members who are able to take constructive criticism but that you should also be criticizing the idea not the actual person to avoid conflict.

The talk then shifts more into how the four day work week discussions began which all traces back to the beginning of the pandemic. John states how hard it was for everyone in that initial phase of adjustment to pandemic life and how his company began telling people to take more days off for themselves and how important it is to make sure the employees are okay and not being overworked. John talks about how important trust is in the workplace in regards to trusting them to actually take time off and decompress from their workload, trust that they will get their work done despite not being in an office, and trust that their voice can be heard if there are any concerns that need to be brought to light.

The talk moves into how the four day work week was decided upon and John actually mentions the variety of different workplace models there are. From things like more hours during work days to make a four day work week possible, to Fridays being reserved for special projects, to even half day Fridays, there are a lot of ways in which companies can incorporate different models to what best suits their work environment. John also mentions that they have readjusted their company so even though people are working less hours they are still being compensated the same in order to promote a healthy work-life balance.

John mentions how the pandemic was kind of the nail in the coffin for the workplace revolution to begin. People are tired and now companies are having to come up with incentives of sorts to appease employees and keep them because now more than ever they will leave without a second thought. He thinks change will continue to roll out through the years and that this is simply part of the cycle that the United States especially goes through every few decades.

One aspect Tim mentions that indies should consider when planning their budget is that developers are probably not perfect at every aspect of development. He mentions that while he is strong at coding he has a budget set aside for things like artists or consultants to come in and appraise his marketing efforts. He also states that you need to do some basic math to figure out how to best fit your cost of living and giving yourself some time off while also understanding that there is a certain requirement of money that needs to be made from games every year.

Another piece of advice that Time gave during the podcast was to take everything one month at a time. He elaborates that he means this in the sense of both financially looking at a month and what you can do differently as well as setting goals and meeting expectations. He mentions how it can be a much healthier mindset to look at things in each month as steps towards the larger goals you may have as a developer rather than forcing yourself to meet unrealistic expectations.

Lastly, Jay and Tim talk about how being in the gaming industry can be brutal and how it really requires you to have an extensive planning period before fully committing to an idea. Tim explains that is important to look at things objectively; think about what audience you want to reach, brainstorm ideas, think about which ideas are plausible given your budget and development time, etc. This leads into the discussion that developers should not be afraid to be forced to pivot development or their ideas. Things happen and some things good on paper but in practice just aren’t. Instead of being afraid of something like this embrace it and make changes in your idea or development or even walk away from a project for a bit.

One of the main things Andrew discusses is the ways in which marketing in general for the indie game market works. He states that although when working with a publisher it is still the developer’s responsibility to supply the materials needed for marketing. The difference is the ways in which publishers simply just have the knowledge to get the resources provided to a larger audience. One of the things that Andrew touched on that really stuck out was that things like Screenshot Saturday and Wishlist Wednesday are not really effective marketing strategies to help your project get attention and support. He states these are great fun little things to do on the side but that you really should not be banking on these social media posts selling your game for you.

Another important topic that Andrew covers about what publishers can do to help included localization and porting services. He flat out says that attempting to get your game on the market for the Playstation 5 is next to impossible without a publisher to help in the process of getting a development kit. He also talks about how publishers help streamline the porting process as many new bugs can pop up when porting, it isn’t as simple as copying and pasting to a new platform.

Andrew mainly stressed that when getting a publisher you are essentially paying for someone with information. When self publishing for the first time there are just a lot of things you do not have experience with that can make it more difficult than it needs to be to find success. He stresses to just be clear and commutative with potential publishers so there is a clear understanding of what both sides expect that can lead to a mutually beneficial partnership.

Ariella explains how the casual market was sort of born from the idea of taking popular licenses and making games out of the IP. When disk drives were in their prime it was not uncommon for these sorts of games to do exceptionally well in the market at realtors such as Wal-Mart. The idea of licensed games is mostly met with the assumption that they are a cheap cash grab or that no one actually buys them, but this talk disproves that as they were very profitable at one point and time.

However, much like other aspects of the industry the casual market has changed over the last few years. Many businesses that were focused on these licensed titles have changed their outlook on the market. First, there was a change in getting consumers to shift from physical to digital purchases to increase profits with varying degrees of success. For another example, Legacy Games is realizing a lot of the casual market can be tapped into through indie games and have launched a new program to promote promising indie titles. Their website now has an Indie Game Spotlight that will feature some promising indie games that still fill the same sort of niche that the previous casual market was fond of with genres spanning matching games, hidden object games, etc. As the industry continues to evolve and adapt indie games continue to be a driving force that appeal to both hardcore and casual players.

As always this is just a quick overview of the discussion and can be listened to at its fullest wherever you listen to podcasts by searching for IndieGameBusiness.

My desire to educate developers on the business of games has been around for a long time. I’ve been in this industry for more than two decades and I’ve always been on the business side of the spectrum. That lead to a revelation nearly 10 years ago. I realized that a lot of the knowledge that I (and others in the industry) had, wasn’t common knowledge. We took it for granted, I assumed every developer knew how to vet a publisher or research the best publishers in the first place.

I was wrong.

Initially we started writing whitepapers, as business people that’s where we assumed everyone got their information.

I was wrong.

No one read them. We gave them away for free, we posted them to social media, we emailed them out to developers. Didn’t matter, no one read them. Then in 2017 we did a massive survey to hundreds of developers (577 to be exact). We wanted to find out what the biggest issues were for indie developers. One of those questions was “How do you prefer to consume knowledge”. The results shocked me.

Because I personally didn’t get a lot of my news and knowledge from videos, I mistakenly assumed few other people did either. This revelation led to the creation of our Twitch show “Indie Game Business”. Twice a week we go live and teach various aspects of the business of games, either on our own, or with the guests that we bring on to the show. Then those shows are archived on our Twitch channel as well as our YouTube page. We also curate lectures from other conferences that pertain to the business, marketing, and licensing side of games. All together we have built a nice library of videos that developers can easily search through. Problem solved! Right

It turns out that although I’m great at selling and marketing games themselves, I suck at marketing and promoting a Twitch channel. So we’re constantly trying to get the word out and help these teams.

Now we are doing our part to get the knowledge “out there”, so what’s the next step? My second biggest issue with the industry is the sheer cost of networking and doing business. I’ve long said that the people who REALLY need to be at GDC and other conference to hear these speakers simply can’t afford it. A “Conference Pass” to hear the lectures at GDC will cost up to $1,500, hotels run $300 to over $1,000 per night, and THEN you have to get a flight. That’s why we’ve seen smaller, more regional shows pop up over the years. It’s more economical for the teams to participate this way.

With all this in mind we started looking into a new option around six months ago. To make the event economical for indie’s we decided to go all digital. This wasn’t an original idea, we’ve seen these conferences pick up momentum over the last two years. ProIndieDev and the Business of Indie Game Summit. Both of these programs are 100% online and focused on the distribution of video lectures. Given our existing show which does something similar each week, we didn’t feel this was direction we needed to go. So again, we reached out to indie developers to get their feedback. What did they want out of a digital conference?

Here’s are quotes from two companies I spoke with on Discord:

When it came to who they wanted to meet with, 74% said publishers, 49% said influencers, 20% said service providers, and nearly 40% said PR and marketing companies. We knew then that there was a need.

With that in mind we partnered with MeetToMatch to provide us with the backend solution we needed to make meetings happen. They handle meeting matchmaking for Devcom, QuoVadis, the Nordic Game Conference and they have over 750 companies using their system for shows like GDC.

Now we’re bringing developers, publishers, service providers, sponsors, and influencers together for the first online business matchmaking event designed with indie developers in mind. There are no flights to book, hotel rooms to reserve, and expensive passes to buy. For as little as $85, companies can come together on April 15th and 16th this year. All a company needs is a laptop and headset.

Is it going to solve the issues in the industry that we see with Activision and Telltale? No. But it’s an opportunity to help indie’s grow their network and make their games more successful.

I hope you’ll join us in this new endeavor. We want to make this a safe and successful space for as many companies as we can. You can find information on our next event here.