Impulse Response Enterprises Ltd

How to Find a Publisher for Your Indie Game

If you're new to indie game development or have never worked with a publisher before, this guide will walk you through everything I've learned, from the initial idea stage to signing the final contract.

Chapter 1: The Foundation - Research Before You Start

Why Market Research Matters

If your game is still in the idea stage, the first thing you should do is spend time researching the market. This isn't just about understanding players, it's about understanding what publishers are looking for.

Publishers don't pick games randomly. Just like players, they look for game genres that the market needs or games that fit their existing user base. They're making business decisions, and they need to see market potential.

The Metroidvania Problem

Let me give you a concrete example. I know for a fact that many Hollow Knight fans want to create their own Silksong because Team Cherry is taking too long to finish it. But here's the harsh reality, a lot of people are thinking the exact same way.

Right now, the Metroidvania genre on Steam is incredibly competitive. If you're a publisher, you really have to think hard before picking another game in that space. The market is saturated, and standing out becomes exponentially harder.

Where to Conduct Your Research

You have several excellent options for market research:

Tool

Best For

SteamDB

Game data, pricing trends, review numbers

VG Insights

Sales estimates and market analysis

PlayTracker

Player count estimates and engagement metrics

Chris Zukowski's Blog

Practical Steam marketing insights and trends

If you want a spreadsheet with publishers to contact, see the following.

https://shorturl.at/RHvk6

If you ask me personally what genre I'd make right now, I'd say Sim games. That's definitely what the market needs the most at this moment. The demand is high, and the competition isn't as fierce as in other genres.

Chapter 2: Preparation - Getting Your Materials Ready

The Minimum Viable Pitch

Once you're past the idea stage, you should have at least:

1. A Steam page or Itch page ready

2. A small but polished demo

Consider this scenario: Two strangers pitch to a publisher. One has a full Steam page and a demo. The other just has an "idea." Who do you think has a better chance? The answer is obvious.

Having these materials ready shows publishers that you're serious, capable, and committed to your project.

Where to Find Publishers

When it comes to finding publishers, most people start with Google; and find the big, well-known publishers. If you can work with them, congratulations! But what if you can't?

Thanks to a generous individual named Seyed (I don't know who he is personally), there's an amazing list of publishers and indie game funds available on Steam. You can find the link in the video description, and don't forget to thank him for this incredible resource!

The Art of the Pitch Email

Now for the million-dollar question: How do you get publishers to open and read your email?

Remember, publishers receive hundreds of pitches every single week. Your email needs to stand out immediately, not end up in the trash folder.

Subject Line Best Practices

DO:

• Be clear about what makes your game special

• State explicitly that you're looking for a publisher

• Make it compelling and specific

DON'T:

• Use generic subjects like "Are you a publisher looking for a game?"

The Art of Following Up

If they don't reply, don't be shy! Follow up 1-2 more times. Publishers receive so many emails each week that it's very likely they simply missed yours.

When following up, don't just copy the same email, tweak it a little to make it more interesting this time. Show that you're persistent and genuinely interested.

Email Content Essentials

Your email should include:

1. What makes your game special. What sets it apart from the competition?

2. Your team's experience. Past projects, achievements, and relevant skills

3. A small GIF of your game. This gives the publisher an immediate visual impression without having to click on a suspicious link

Chapter 3: The Pitch File - Your Game's Resume

The pitch file is arguably the most important part of your submission. Please don't forget to include a link to it in your email!

Design Principles

Put effort into your pitch file. How neat and clear it looks will directly reflect your passion for the game. Remember these golden rules:

• Don't throw a big wall of text at them

• Keep it short and clear

• Include lots of GIFs to help visualize the game

• Show, don't tell, or better: show more, tell less!

Structure of a Winning Pitch File

1. Title & Artwork Page

Start with your game title and key artwork that captures the mood of your game. This sets the tone for everything that follows.

2. Team Information

If you're raising funding, include a page showcasing your team members, their experience, and past projects. Publishers want to know they can trust you, and your team's track record is a huge part of that.

I learned this directly from a publisher—they told me they value team experience enormously when evaluating potential partners.

3. Game Description

Keep it concise but meaningful. Make it leave an impression. Even if your English isn't perfect, focus on making it clear what your game is about. The key is to make it easy to understand in just one read.

4. Gameplay Overview

Start showing the gameplay here. Ideally, include a short video or GIF that gives an overview of your core gameplay loop. This helps the reader visualize your game immediately.

Then, dive deeper into your core loop or most important mechanic. And again—include a GIF here too!

5. Unique Features

What makes your game different from others in the same genre?

In my case, we have:

• Gameplay that revolves around building rituals

• A demon who acts as the game master

• A very unique art style

What are your game's unique selling points? Write them down clearly.

6. Roadmap

This is non-negotiable. Publishers are businesses, they need to see that you have a plan. They can't work with you if you say "I'll release this game when I feel it's ready."

If you don't have a roadmap yet, build one. It also helps you stay more disciplined and serious about making your game.

7. Extras

This is where you can show additional information that supports your pitch:

• Story elements (if important to your game)

• Cool art or animations

• Any special skills your team has

8. The "Flex" Page

This page should impress the publisher with numbers or achievements.

If your game already has a trailer, demo, or is announced—show the numbers! Include:

• Demo players and median playtime

• Stats from your most viral Reddit or Facebook post

• Positive reviews from your Steam demo

If your project isn't published yet, use this page to showcase your team's past achievements.

9. What You Need from the Publisher

A lot of people skip this part, thinking the publisher already knows what to do. But trust me, it's still really important to write it down.

List your needs in order of priority. It can be:

1. Funding

2. Marketing Support

3. Platform Holder Support

4. Porting

5. QA & Localization

6. Experience & Advice

10. Financial Details

If you need to raise funds, include:

• The capital you need

• The % you're offering in return

• A clear breakdown of what you'll spend the money on

Remember—this money is meant to make your game, not to fund parties and personal expenses!

11. Recoup Information

Most publishers will want to recoup their investment first when the game launches. This is normal, it helps them manage risk.

What does "recoup" mean?

When your game starts selling, the first revenue goes to the publisher, until they've recovered what they invested. After that, profits are split according to the deal you agreed on.

Recoup Negotiation Tips:

• Try to negotiate an 80/20 split during recoup

• This ensures your team still has cash flow for post-launch updates

• Some publishers will ask for a higher recoup than they spent—whether you accept that is up to you

12. Profit Sharing

How much profit should you share? In my personal opinion, somewhere between 35% and 50% is a healthy range for PC and console games.

Mobile is different, mobile publishers often take 70% or even 90%. But on Steam and console, the dev team's effort is a much bigger factor in a game's success. Don't underestimate your value when negotiating.

13. Sales Goals

The final page should be about your goals:

• How many copies do you think the game can sell?

• What price?

• Similar successful titles

• Data about your target audience

Of course, most of us can't predict exact sales. But setting goals is still important—and a lot of pitchers forget this part. I even got an email from a publisher reminding me to include this!

Chapter 4: The Meeting and Beyond

The First Meeting

If they're impressed with your project, they'll email you back and schedule a meeting. But don't celebrate too early, you're only about 50% of the way there.

What to Expect in the First Meeting

Based on my experience, the first meeting typically covers:

• Verifying you're a real person

• Asking for more detailed information; game content, launch date, team size, experience, monthly expenses

• Explaining their funding structure; monthly vs. quarterly payments

• Recoup details (as discussed earlier)

• Explaining what makes them different from other publishers, transparency is key here

Language Barrier Tips

If your English isn't great, don't worry. Ask a teammate or friend to help. But honestly, the most important thing is to be confident and be yourself.

The Review Process

After the call, the publisher will review your game more carefully. If you're lucky, they'll approve the deal and arrange funding.

This process usually takes 1–3 weeks. At this stage, they may ask for a more detailed plan or schedule another call.

Signing the Deal

If you get the deal, congratulations! You're almost done. The remaining steps are:

1. Reviewing and signing the contract

2. Transferring your Steam page to the publisher for management

Final Thoughts

Key Takeaways

1. Research the market before you start developing

2. Have a Steam page and demo ready before pitching

3. Create a polished pitch file with lots of visuals and clear information

4. Be persistent with follow-ups

5. Know your worth when negotiating

6. Choose a publisher who believes in your game—not just the biggest offer

Bonus Tip: The Power of GIFs

I cannot stress this enough; use GIFs in your pitch! They give publishers an immediate visual impression of your game without them having to worry about clicking on suspicious links.

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