At AC+A, we have over thirty combined years of experience in development and publishing. Having been on both sides of this relationship, we can offer some key tips for developers looking to build relationships with publishers.

1. Adrian Crook & Associates
Mobile Social Game Design Experts
By: Jordan Blackman

2. © 2015 Adrian Crook & Associates Inc.
Five Essential Strategies for
Approaching Mobile Publishers

3. © 2015 Adrian Crook & Associates Inc.
It’s old news that in mobile games the traditional
developer–publisher relationship has been turned upside
down: developers no longer need the distribution networks
of publishers to reach a mainstream audience because
the app stores are baked into the devices.
But the allure of direct access to such a vast and lucrative
market has inevitably led to cutthroat competition.
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4. © 2015 Adrian Crook & Associates Inc.
Acquisition costs on iOS and Android have skyrocketed over the
last few years. Meanwhile, development costs for competitive
freemium titles have also ballooned past the million dollar mark
for many games.
This squeeze hits both developers and publishers, and that
means it’s never made more sense for these groups to find
creative ways to work together.
At AC+A, we have over thirty combined years of experience in
development and publishing. Having been on both sides of this
relationship, we can offer some key tips for developers looking to
build relationships with publishers.
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5. © 2015 Adrian Crook & Associates Inc.
Deliver The Goods
I reached out to Jesse Divnich, VP of Product Strategy at Tilting
Point, about what tips he’d like to share with studios who seek
out partnerships. He offered some key points about the
materials you should be prepared to provide:
“A well-produced gameplay trailer or playable demo is always
among the highest requested items. At the very least some
gameplay video is required. Even if the game is early in
production, publishers are able to look past any flaws.
It helps to have a presentation, just in case they can’t envision
the goals and key features you are trying to achieve. Always
dedicate at least a few slides to the product roadmap and the
background history of key members of your team.”

6. © 2015 Adrian Crook & Associates Inc.
Publishers want to see that you have running code, and
they are thrilled if you can demonstrate your game’s
sense of style – even if you’re only showing that style
through clever language and presentation.
The old rule from theatre applies here: Show, don’t tell.
It’s much better to show a single spooky image than to
say that your product will be “the creepiest game ever.”

7. © 2015 Adrian Crook & Associates Inc. 7
An image that demonstrates creepiness well, without words.

8. © 2015 Adrian Crook & Associates Inc.
The Timing of Your Approach Matters
There is a Goldilocks effect at play when you approach
publishers during your development process. On one
hand, if you approach too soon, you may not have the
materials you need to really grab their attention.
But on the other hand, if you approach too late, you may
lose out on a lot of great expertise that could make your
game a hit.

9. © 2015 Adrian Crook & Associates Inc.
Publishers generally want to be involved in your product, and
if you’re open to that yourself, you’ll get their attention. Look
for the moment when you’ve got great great materials, but
well before your game is coming out of the production phase.

10. © 2015 Adrian Crook & Associates Inc. 10
Demonstrate Integrity
Publishers are very savvy about the business of mobile games, so
don’t bother trying to impress them with unrealistic promises and
presentations. It only shows a lack of business savvy.
“One element that is my personal pet peeve is when developers
include forecasts (often unrealistic ones). … Forecasting is
incredibly tough to pull off in mobile and they are always taken with
a grain of salt when it comes from the developer.
Instead, talk about market sizes and sales of comparable games so
publishers can get a sense of the size of the genre.”
-Jesse Divnich, VP of Product Strategy at Tilting Point

11. © 2015 Adrian Crook & Associates Inc.
When I was on the receiving end of pitches at Ubisoft, I was
consistently surprised at the absurd graphs and checklists some
pitches contained. Even if I believed in the product, these
materials caused me to question the executive team behind it.
Don’t Be That Person

12. © 2015 Adrian Crook & Associates Inc.
Relax
Game publishing is serious business, but it’s also something we
do out of passion. Ultimately, publishing companies are made up
of people who love games, just like your studio.
You have a lot in common with them, and if you approach with an
open and a relaxed attitude, you’ll be able to connect with them
over two key areas: your product vision and the specific areas of
expertise where they can help you succeed.
If you can connect authentically over these areas, a business
arrangement can happen quite naturally. And if your game is a
success, everybody wins.

13. © 2015 Adrian Crook & Associates Inc.
Want more than money
Developers sometimes see publishers as just a place to go
get money. This shows game biz naiveté and diminishes
the value of your potential partner. Jesse sent me this
really interesting tip:
“Publishers will always ask what you need. I would not
recommend making money [as being] the first thing you
ask for – even if you do need it. Publishers do not like to
be viewed as merely a bank.“
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14. © 2015 Adrian Crook & Associates Inc.
Think of your initial interactions with a publisher as the start
of a relationship, because if those interactions go well,
that’s exactly what it will be.
Publishers have a great deal to offer you beyond money,
including backend services, platform relations, acquisition
strategy, and a huge amount of hard-won know-how.
Show interest in the publisher’s expertise and market
position, and you’ll be off to a great start at earning their
trust and interest.
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15. © 2015 Adrian Crook & Associates Inc.
Contact
To discuss your game, drop us a line:
Email adrian@adriancrook.com
Skype: adrian.crook
For more information about AC+A, visit:
Web: www.adriancrook.com
(projects, team, blog)
LinkedIn: http://www.linkedin.com/in/adrian
(recommendations)