Summary: You know the game you want to make but how do you talk about it? Not with your peers and friends, but with investors and publishers. In this session, we’ll discover the art of pitching, why it’s useful, and how to structure it so you feel prepared in front of a publisher. Presenter Bio: Kumsal Obuz is a self-taught veteran web developer with more than 15 years of experience. After several years of preparation, he started his own game studio, Viroid Games, in August 2020. He also authored a game development book that covers Blender and Godot Engine for Packt Publishing. Context: This is a talk I often give at game development Meetups and conferences. I see that many indie developers suffer from the most basic aspects of pitching their creation to people who have the power to part way with money.

1. Pitch Deck 101
For Indies
KUMSAL OBUZ • FOUNDER @VIROIDGAMES

2. 1 Reasons to approach a publisher
2 What's in it for the publisher?
3 Let's discover the moving parts
4 Resources & methods that will help you
TODAY'S AGENDA

3. REASONS TO TALK
TO A PUBLISHER
Monetization Strategies
Market Trends
Player Preferences
Marketing & PR
Distribution
QA Process
Localization
Time & Focus
1.
2.
3.
4.
Funding
Resources
Expertise
Credibility

4. Distribution / Representation
Just as you need a lawyer to deal with delicate matters in your life,
involve the help of publishers in contacting different platforms.
QA & Localization
Too expensive or tricky to handle it in-house? Use external help.
PUBLISHERS' RESOURCES
Marketing & PR
Publishers, having a wider network, will mobilize key people and/or
institutions to promote your game.
Time & Focus
Project management will keep you accountable.

5. REFER TO THEIR EXPERTISE
Market Trends
Will what's hot now maintain its status by the time you release
your game?
Player Preferences
They have access to the data. Take advantage of that and make
better decisions.
Monetization Strategies
Country-specific payment rules, in-game purchases &
microtransactions, DLCs, subscription options, live-ops, etc...

6. Fame vs Attainable
Getting published under a well-known brand will
definitely boost your chances, but how viable is it?
CREDIBILITY

7. Yes! Your beloved is a business investment.
A publisher is interested in an exit strategy
for their investment. Therefore, it’s essential
to show why your game project is such a
valuable opportunity for them.
WHAT'S IN IT FOR
THE PUBLISHER?

8. Time is of the essence
Describe what your game is. Genres or similar games might help.
JUST THE BAREBONES, PLEASE. NO LORE!
METHOD TO
THIS MADNESS
You have 30 3
minutes. Go!
CAVEAT:
[Game name] is a [adjective] [genre(s)] game in which you [verb, noun]. It is
inspired by [game] and [game], but unlike those games, ours is [adjective].
MR.E is a story-rich turn-based adventure game in which you
control a confused robot. It is inspired by Hitman GO and
Lara Croft GO, but unlike those games, ours is story-driven.
Players will explore the story and make their decisions
similar to Pillars of Eternity.
THE 3-MINUTE RULE
BY BRANT PINVIDIC

9. Don't forget the ask
Keep in mind why you are talking to a publisher.
MOST PITCHES ARE CONCLUDED SILENTLY.
METHOD TO
THIS MADNESS
What's the
nature of the
emergency?
CAVEAT:
•
•
•
•
You are not forcing the other party to a yes. However, they or you'd better need to
know what you are asking.
Money? Then, give a number!
Wishlists? Ask about marketing channels.
Porting? Decide who's going to talk to the console people.
Statistics? They may divulge market data.

10. Let them take the lead
Be prepared and know what you want to present, but don't be afraid to skip.
THE GOAL IS NOT TO DISPLAY EVERY SLIDE.
METHOD TO
THIS MADNESS
Got your ducks
in a row? Let
them roam a
bit.
CAVEAT:
The pitching session doesn't have to be an info dump. Build a rapport.
Remember that you are also building a relationship. Although an institution will
give you what you want, a person has to approve it first.
Skip to the parts where the other party is more interested. Read the conversation,
take breaks, check in and move on.

11. Budget & Finances
More on this soon but include a figure with a basic breakdown of major items.
Similar Works
Who's your competition? Take a sample of worst, average and best cases.
Challenges & Risks
Explain what kind of risks you foresee and ways to mitigate them.
Team - Internal & Extended
Who's going to execute this project? How likely is it for the team to see it through?
Development Status & Road Plan
Include key milestones: achieved and planned. Give an estimated launch time.
ESSENTIALS
vginsights.com
globalsteam.online
gamedatacrunch.com
games-stats.com

12. •
•
•
•
•
•
Be transparent. No amount of sugarcoating will change what you really need.
A big portion of the funding will be for salaries.
Have the details available but mention the big picture and items.
Cash flow and burn rate.
Pie charts help.
Inflating your budget by 20-30% is often suggested.
THE CRUX OF THE PITCH
Remember! It's their money.
Make it easy for them, so they know
what they are paying for.

13. Recurring Costs
Rent
Salaries
Bills
Commissioned Work
Contractors
Legal Help
Accounting
Licenses/Royalties
Software
Art Assets & Libraries
Game Engines
WHAT GOES INTO THE NUMBERS
†
*: 2D assets, 3D models, sound and music files
*
†: For trailers, game music, copywriting, visual assets, voice acting etc.

14. You may not have all the answers.
However, demonstrate that you can
solve problems.

15. •
•
•
•
•
•
CoFounders Lab
pvpcircuit.com
Indie Game Business Discord
PitchYaGame Live!
bestpitchdeck.com
Dragons' Den
PRACTICE MAKES BETTER
A few last words
A nonprofit organization that
operates clubs worldwide to
promote public speaking,
communication and leadership.
They also meet online.
TOASTMASTERS
People all over the world pitch for
their projects regardless of what
kind they are.
OBSERVE OTHER INDUSTRIES
Try again with another publisher.
Change your value proposition.
Strategize and move forward.
IT'S ALSO A NUMBERS GAME

16. KUMSAL OBUZ
INFO@VIROIDGAMES.COM