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From Pitching to Self-Publishing: Our experience of rejections for a Game that made ~$750K Gross in 5 Months
r/IndieDev
8/15/2025
Content Summary
The post discusses the experience of an indie game studio that pitched their game 'Do No Harm' to 58 publishers but received only 3 low offers, 16 rejections, and many silences. They ultimately decided to self-publish, achieving $750K in gross revenue in 5 months. The author shares insights on what publishers expect, including polished demos, player engagement, and proof of interest. They also discuss the challenges of negotiating with publishers, the importance of self-publishing for retaining full revenue, and the value of hands-on marketing and community engagement. The discussion includes various opinions on the role of publishers, the effectiveness of marketing strategies, and the importance of game quality and player feedback.
Opinion Analysis
Different Viewpoints and Debates
Mainstream Opinions:
- Many developers believe that publishers have high expectations for polished demos and proof of interest before committing to a project.
- There is a general consensus that self-publishing allows developers to retain full revenue and gain valuable marketing experience.
- Some developers argue that publishers can provide valuable resources and expertise, especially for larger projects.
- A common sentiment is that the game industry is highly competitive, and success often depends on a combination of quality, marketing, and timing.
Controversial Opinions:
- Some developers disagree with the idea that publishers are always necessary, arguing that self-publishing can be just as effective if done correctly.
- There is debate about whether publishers truly add value or if they are simply taking a cut of the revenue without providing significant support.
- Some developers feel that the negotiation process with publishers is often unfair, with terms that favor the publisher over the developer.
- There is also discussion about the role of marketing in the success of a game, with some believing that it's more important than the game itself.
Different Perspectives:
- Some developers see publishers as essential partners who can help with marketing, distribution, and funding.
- Others view publishers as unnecessary middlemen who take a large cut of the revenue without providing much value.
- There is a range of opinions on the best approach to pitching games to publishers, with some advocating for a more aggressive strategy and others suggesting a more cautious approach.
- Many developers emphasize the importance of building a strong community and engaging with players directly, rather than relying solely on publishers for marketing.
SAAS TOOLS
SaaS | URL | Category | Features/Notes |
---|---|---|---|
Steam | https://store.steampowered.com | Game Distribution | Allows self-publishing, provides analytics, and facilitates marketing through features like Steam page announcements and community engagement |
Canva | https://www.canva.com | Design & Presentation | Used to create pitch decks for publishers |
https://www.reddit.com | Community & Marketing | Used for community building, feedback gathering, and marketing | |
Discord | https://discord.com | Community Management | Used for game community management and engagement |
Influencer Platforms (e.g., YouTube, Twitch) | - | Marketing & Promotion | Used for influencer collaborations and game exposure |
Targeted Ads (e.g., Facebook, Google Ads) | - | Marketing & Promotion | Used for targeted advertising to reach potential players |
Press Outreach | - | Marketing & Promotion | Used to gain media coverage and visibility on platforms like IGN and GameTrailers |
Game Analytics Platforms (e.g., SteamDB, Gamalytics) | - | Analytics & Insights | Used to track game performance and player engagement |
Legal Services | - | Contract Review | Used to review publishing contracts and ensure fair terms |
Localization Agencies | - | Localization | Used for translating game content into different languages |
USER NEEDS
Pain Points:
- Difficulty in securing publisher deals despite strong traction and market potential
- High expectations from publishers for polished demos and proof of interest
- Limited understanding of how to effectively market and promote a game independently
- Challenges in navigating complex contract terms and revenue-sharing agreements
- Struggles with localization and translation quality
- Need for community building and engagement strategies
Problems to Solve:
- How to effectively pitch games to publishers while meeting their high expectations
- How to build and maintain an engaged community without relying on publishers
- How to manage and optimize marketing efforts for maximum visibility and sales
- How to negotiate fair contract terms with publishers
- How to handle localization and translation challenges
Potential Solutions:
- Focus on creating high-quality demos and gathering player feedback early in development
- Build a strong online presence and engage with communities on platforms like Reddit and Discord
- Use targeted advertising and influencer partnerships to increase visibility
- Work with legal professionals to review and negotiate publishing contracts
- Partner with reliable localization agencies or community-driven translation efforts
GROWTH FACTORS
Effective Strategies:
- Building a strong community through platforms like Discord and Reddit
- Leveraging social media and influencer marketing to drive awareness and engagement
- Utilizing targeted ads to reach specific audiences and increase visibility
- Focusing on high-quality demos and playtest feedback to improve game quality
- Engaging in strategic networking at events like GDC and Gamescom
Marketing & Acquisition:
- Using Steam page announcements and feature highlights to attract attention
- Collaborating with influencers and streamers to promote the game
- Running targeted ad campaigns on platforms like Facebook and Google Ads
- Building a strong online presence through consistent content creation and community interaction
Monetization & Product:
- Maintaining full revenue control by self-publishing instead of signing with publishers
- Focusing on long-term sales and player retention rather than short-term gains
- Optimizing pricing models based on market demand and player feedback
- Continuously improving the game based on user insights and feedback
User Engagement:
- Creating interactive and engaging content such as trailers, teasers, and gameplay videos
- Encouraging player participation through playtests and feedback mechanisms
- Building a loyal community through regular updates, discussions, and events
- Using analytics tools to track player behavior and improve engagement strategies