The video game industry has a distinctive feature: the developers promote their game projects and seek the financial and technical support of publishers. The goal of that is both to complete the development and to market and promote the final product in each of the targeted markets. What happens when the best fitting partner is not found, and the advanced stage of development turns self-publishing into a viable option? What should be taken into account?

In the world of game development, studios often delve deep into the search for publishers’ funding, eagerly waiting for financial backing to bring their vision to life. However, the reality is that not all projects find their ideal partner, which results in weighing an always available but greatly challenging option: self-publishing.

Self-publishing as an alternative

The pre-production of a video game, the definition of a project’s criteria, and the estimation of development costs are just the beginning of this journey and part of a dynamic process that can change if external funding is achieved or according to the need for self-financing proprietary IPs by outsourcing work to third parties, for example.

In reality, though, while finding a suitable publisher can be a dream come true, the doors we are interested in do not always open. At this point, many developers weigh their situation and choose to self-publish, a path that offers greater control and autonomy to game developers. But how can success be achieved on this journey?

Responsibilities and benefits depend directly on the chain value of your game.

Key elements of self-publishing 

By self-publishing, a Developer has more control and a better understanding of their business. There are more responsibilities and pains than when you are just focusing on developing products. You have to develop a strong marketing skill set to help the team overcome the many challenges in operating your games. This investment comes with a win. As you can guess, self-publishing generates much more profit.

In brief, even though self-publishing comes with its challenges and pains, it does with some important benefits. For starters, with no middleman, ROI will be higher as the revenue will not be shared. Secondly, there’s also some marketing benefits. A high-potential product can strongly benefit from a non traditional marketing approach. Thirdly, another important benefit is independence. Being dependent on a Publisher could eventually limit your sources in terms of knowledge and operation.  And finally, the most important benefit of them all. All the learnings from the process are capitalized by the Dev company, under one structure.

Uncle Ben was right. With power, comes great responsibility.

Here are some elements to take into consideration when a developer weighs self-publishing. Paying attention to each of them can be crucial to achieving the desired success.

• Flexibility and Resources:

While the fear of lacking the financial resources might impede a project’s viability, self-financing means you are restrained from 3rd party deadlines and urges. This allows for a more relaxed and refined approach to the project. And it also brings the opportunity to fine-tune every single aspect of your game while iterating with the players and a flourishing community.

In other words, self-published developers have the flexibility to set their release schedules, make adjustments, and pivot their strategies based on market trends and player feedback. They can experiment with different marketing approaches and adjust pricing and promotions in real time.

Finally, with fewer layers of bureaucracy and decision-making, self-publishing typically streamlines the development process. This can result in a faster time to market compared to working with a publisher, allowing developers to capitalize on trends or market demands more quickly.

• Partners and funding:

There are funding avenues alternative to just publishers. Specialized companies can guide you to find financial partners and offer financing solutions; crowdfunding platforms like Kickstarter, Gamefound, IndieGoGo, etc., can also be explored.

• Magic marketing:

A major value a Publisher brings when publishing a Game is their Marketing expertise. A debutant self-publishing developer will probably lack of experience in Marketing. And this could heavily increase the cost of time/energy, and money.
In this position, a Dev has to choose one of two scenarios. One is embarking in the task of finding new talent; and building a team from scratch with proper qualifications.
The other option is to partner up with marketing strategy experts. Since one publisher works with various studios, they will guide you following the experience collected from all of their studios. Partnering up with an agency or experts will benefit you from their experience while allowing you to retain control of the process.

• A global market:

  The ultimate goal is to enable worldwide access through localization, allowing diverse players to immerse themselves in your game across languages and cultures. Still, this has to translate into strategic decisions that select which languages are targeted for localization. This needs to be integrated into a Marketing Strategy that defines what the intended audience is and how they are going to be reached and engaged.
  

Not every single language needs to be addressed at launch. In many cases, a rewarding and smart strategy is to add languages and markets later in the roadmap. What is important, though, is that every single effort is part of a well-coordinated strategy.

• Community and feedback:

The relationship between an indie game developer and their community is often distinctive and profound. It represents a crucial aspect of the game’s success and longevity. Unlike other cases, independent developers frequently have more direct and intimate interactions with their player base. This allows to foster a sense of closeness and mutual understanding.

By design, the community could play a pivotal role in the game’s development and success. The developer’s responsiveness and engagement could also foster a dedicated fan base. This unique relationship often transcends a mere consumer-producer dynamic, evolving into a shared journey of creating and enjoying something special together.

One thing. Be the hero who answers questions and solves technical problems for your players. This builds trust, and closeness and it’s the best way to leave your mark.

• Creative Control:

Self-publishing grants developers complete control over the creative direction of their game. They have the freedom to make decisions regarding design, storyline, mechanics, and updates without external pressures or interference from a publisher.

Balancing the benefits and challenges of conserving creative control is crucial. While maintaining artistic vision and independence can lead to a more authentic and innovative game, developers need to navigate the challenges of self-publishing. This includes resource limitations and increased responsibilities. Collaboration, openness to feedback, and strategic decision-making are essential to making the most of creative control while mitigating its potential downsides.

• Higher Profits:

  By bypassing traditional publishers, self-published developers retain a more significant portion of the game’s revenue. Without sharing profits with a publisher, they have the potential to earn more from each sale, potentially leading to higher overall profits.

One key factor to take into account, nonetheless, is that the responsibilities and challenges are more diverse and complex. Therefore, not only the income is higher. So is the expenditure in resources or services such as Localization, Testing, Marketing, Data Analysis, Legal, and PR.

• Ownership and Intellectual Property Rights:

  Self-published developers retain full ownership and control over their intellectual property (IP). They can decide how to leverage their IP in potential sequels, merchandise, or adaptations without external restrictions.

Self-publishing on platforms such as  Steam, Epic Store, PlayStore, or AppStore is usually a pretty straightforward process that will put your game in front of a ready-made audience with a minimal amount of work. Just make sure to consider regular updates and maintenance to keep engagement. You should also analyze data to make smart decisions and find fun ways to make money, such as DLCs, expansions, or new languages. 

GDC and similar conferences usually pivot on Self Publishing as a topic

Gaming events and a world of opportunities

Participating in Game Events is a great opportunity to showcase the game to the world. A game connects with players, and receives valuable feedback for development and marketing. It also fosters valuable connections in the industry. Self-publishing does not make participating in events unnecessary; in fact, it can be as important as when seeking funding.

Greater autonomy and control

In summary, self-publishing can be the solution for those seeking independence and control in the game development industry. Although seeking funding through publishers may be tempting, self-publishing offers a viable alternative backed by specialized companies that guide game developers every step of the way. Instead of waiting for an opportunity to knock on your door, create your own path to success!