You’ve spent weeks, months, maybe even years, developing your game Now, you’re ready to take it to the next level by pitching to a publisher. But… what actually goes into a great pitch?
One of the most critical parts of this process is pitching your game, and to do that effectively, you need a killer pitch deck. Don’t underestimate the power of a well-crafted presentation – your pitch deck is your one-shot to stand out in a crowded inbox and we’re here to help you nail it.
We’ve put together a quick guide to help you create a pitch deck that stands out. Drawing on our experience with indie games, we’ve also gotten a little help from some industry experts who really know their stuff.
Special thanks to Oscar Clark the Co-CEO & Chief Strategy Officer at Fundamentally Games, George Perkins the Head of Doing Stuff at Super Rare Games, K. A. Pedersen a game scout at Fireshine Games and James Brooksby CEO of Absolutely Games, for their insights!
Do Your Research Before Pitching to a Publisher
The backbone of a great pitch is solid research, so don’t skimp here.
Before you even think about creating your pitch, define your game and what kind of help you’re looking for. Publishers often specialise in certain areas or genres, so finding the right fit for your game is crucial.
Key areas to define for your game:
- Game genre: Who is publishing games similar to yours? These are the publishers to shortlist. Steam is a great resource to check out for this.
- Target audience: Create a persona for your ideal player.
- Competitors: Identify who your game will be up against.
- Unique Selling Point (USP): What makes your game different and worth playing?
Then drill down into where you specifically need help. Perhaps;
- Funding
- Release Management
- Marketing
- Distribution
- Community building
- QA or playtesting
One of the most important things to know is who you are pitching to! There’s no point pitching your PC game to a mobile-only publisher. Do your research on the specific publishers you’ll be pitching to and tailor your pitch to each to line up with their values and business strategy.
Why the pitch deck is important?
A pitch deck is more than just a brief overview of your game. It’s your opportunity to show publishers why they should invest their time and resources into your project.
You might be thinking, “Come on, Hannah, I could talk for days about my game… I’ve got this!” But slow down.
Publishers are flooded with pitches. In 2023 alone, nearly 11,000 new games released on steam. If you’re not showing them why your game is commercially viable, someone else will.
They want to know why your game is going to be a success, and why should they give you what you’re asking for?
What to Include in a Great Pitch Deck
Each publisher may prioritise different things, but here are the key areas you need to cover in your pitch deck.
Keep your presentation to around 40 minutes, allowing time for questions in an hour-long meeting. But also be prepared with a 20-minute version in case you only get half an hour to present.
What Publishers Are Looking For
Oscar Clark from Fundamentally Games, a publisher specifically looking to help game teams who are making living games, shared what they prioritise in a pitch deck:
“If you are pitching to us we need to know that you understand what keeps a player playing your game; and how the mechanics (what players do), Context loop (Purpose and progression) and Metagame (social/lifestyle) deliver ‘predictable surprise’ each and every day/week/month.”
In practical terms they want to know the following:
- Why are you making this game?
- Why will the players care?
- What makes it a “living” game?
- Do you have funding to complete the game?
- What are you looking for from a partner?”
With the help of James Brooksby (who has plenty of experience in this area), I’ve broken down writing your pitch deck into a winning structure.
1. Introduction (The Hook)
Start strong. This is your chance to immediately capture interest with the essence of your game, fast.
Include:
- Game title, genre, and platforms
- A clear one-line elevator pitch that defines the core fantasy or player experience
- Striking visuals: screenshot, concept art or splash screen that sells the vibe instantly
This isn’t about diving deep. It’s about sparking curiosity and getting the room to lean in.
2. Who’s Making It?
Show off your team. Publishers invest in people as much as ideas. This is where you build trust and credibility
Highlight:
- Core team members and their relevant experience
- Previous shipped titles (if any), or background in related creative fields
- Why your team is the right one to deliver this game
Oscar Clark also emphasises that while market potential is crucial, so is whether the publisher feels they can work with your team.
3. Why This Game?
Why are you making this game? Who is it for? This is where the research you did earlier comes in handy. Prove there’s a market opportunity, and show the strategy that will make your game succeed.
Include:
- Your motivation and inspiration for making the game
- The target audience and what makes this game meaningful to them
- Market validation: similar titles, trends, or gaps that this game fills
This section is about aligning passion with commercial potential.
4. Gameplay Overview
Here’s your game’s big moment. Deconstruct your gameplay and highlight what makes it unique from the competition.
- A short gameplay overview (core loop, key mechanics, controls)
- Visual assets: high-quality screenshots, GIFs, short video clips – only the best
- What makes the gameplay fresh, fun, or unique compared to others in the genre
George Perkins stressed the importance of knowing exactly what your final game will look like
K. A. Pedersen highlighted how visually striking games get a much better reception at Fireshine.
5. Development Plan
Where are you now in development, and what do you need to get where you want to be?
George Perkins simplified this: “How much money and time do you need to complete the game?”
- Present a milestone calendar with a rough budget for each stage—it shows you’ve thought through the long-term development.
- Be realistic about your timeline and budget, especially in terms of funding.
6. Audience and Commercial Potential
Identify who will play your game and why your game has market potential.
- Talk about the audience demographics and platforms you’re targeting (PC, console, mobile, etc.).
- Mention comparable games that have found success, how your game fits into that space and then show how it will stand out.
7. Budget and Funding Needs
Outline how much funding you need and what it will be used for.
- Include the total budget required and a breakdown of the key expense categories (development, art, QA, marketing, distribution, etc.).
- Be clear about what support you’re seeking from the publisher.
Need help figuring out your game art budget? Try our Game Budget Builder, a free tool we made to help devs estimate production costs and plan smart.
8. End Strong: Your Closing Slide
Wrap it up with impact. Recap the opportunity, the ask, and the proof.
- Quick reminder of your game’s value and target audience.
- What you’re asking for (funding, support, publishing).
- Link to your playable demo.
Do You Need a Playable Demo?
The answer from Fireshine, Super Rare, and Fundamentally Games is a resounding yes.
“Show us the game (ideally let us play) – and any data you have gathered to date! You won’t believe how many game devs don’t do that early enough.”
“The more annoyed I am I can’t play the full game now, the more likely we are to sign it!”
“Don’t pitch too early in development, come with a playable demo”
A playable demo is a huge selling point. So, if you want to give yourself the best chance, make sure you’ve got one ready.
Final Tips
You only get one chance to make a strong impression with your pitch, so here’s how to make the most of it:
- Get to the point quickly. Open strong with what you want to be remembered for.
- Keep it visual. No one enjoys walls of text in a presentation.
- Be honest, prepared, and confident.
- Relax and be yourself. Publishers are evaluating not just your game, but you as well.
- Don’t forget questions. Leave time for questions at the end, and know exactly how much time you have for your pitch.
James Brooksby adds one final tip: “Don’t pitch to your favourite publisher first, it probably won’t be your best pitch.” Practice with others, and save the best for later.
Need Help with Your Game’s Creative?
From pitch deck polish and concept art to full game art production, MLC Studio has your back. We work with indie and AA devs to turn great ideas into commercially ready games – without breaking the budget.
Good luck and enjoy the journey!
Thanks again to Oscar Clark, George Perkins, K. A. Pedersen, and James Brooksby for their invaluable insights.
