In the previous article, we established that marketing isn’t as simple as many might believe—it requires a range of skills that can’t be learned overnight. So, you might be tempted to outsource it, essentially paying someone to handle it on your behalf. Unfortunately, because effective marketing requires expertise, it can be quite costly, often involving four-figure investments. While some marketing can be done on a tight budget, it’s hard to achieve meaningful results with as little as $50 or $100. An alternative could be to seek a publisher.
While platforms like Steam technically function as a type of “publisher,” they’re not the same as full-service publishers. Publishing with Steam is a bit like self-publishing a book. I published my novel some time ago with the help of a traditional Italian publisher, and I can say it was a completely different experience compared to self-publishing.
A publisher, first and foremost, is a marketing expert. When you seek out a publisher, you’re essentially looking for someone to handle everything related to visibility, marketing, pricing, and even compliance with legal requirements. In many countries, for example, publishers are authorized to handle tax-related matters for you, meaning they can remit taxes on your behalf and potentially eliminate your need for an accountant. It all sounds too good to be true—until you realize, of course, that these services come at a cost. However, the price here is percentage-based, so even without upfront cash, you can afford it.
How the revenue split works with Steam
To illustrate, let’s consider the case of publishing on Steam. First, you’ll pay a $100 fee to make your game available. For every sale, you receive 70% of the revenue (after VAT), while Steam keeps 30%. By contrast, if you work with a full-service publisher, you might not have to pay anything upfront for publishing, but you’ll likely be offered only around 30% of the revenue, with the publisher keeping 70%—a complete reversal. Let’s be realistic, though. While Steam does provide some visibility, it’s often not enough for micro-indie developers to stand out, as most find it hard to break through the crowded platform. In effect, the burden of marketing is entirely on you.
What a full-service publisher brings
A reputable publisher, on the other hand, is essentially investing in your game. They’ll take on the marketing responsibilities, facilitate release on multiple online stores, and may even assist with further development, advising on how to enhance your game based on customer feedback. Considering the substantial cost of a serious marketing campaign, a 30% revenue share can actually be a fair deal.
This approach, however, does come with a challenge: you’ll need to convince the publisher of your game’s potential. Because they’re taking on the financial risk and workload, they’ll be selective, choosing only titles they believe have market promise. Based on my experience as a novelist, I’d advise reaching out to multiple publishers and then deciding on the best fit if you receive multiple offers. When I published my book, I received three offers and ultimately chose the one that seemed most advantageous. With Pinbot, however, I self-published on Steam and Epic Games, which I now regret. Although my revenue percentage would have been lower with a publisher, I likely would have reached a larger audience.
Types of publishers and marketing strategies
There are also different types of publishers to consider. Some focus specifically on indie games, while others may specialize in mobile games, PC, or console markets. Researching publishers who align with your game’s style and target audience can greatly increase your chances of a successful partnership.
In terms of marketing, a full-service publisher might engage in various strategies, such as:
- Social Media Campaigns: leveraging platforms like Twitter, Instagram, and Facebook to create a steady stream of engaging posts that build a community around the game.
- Influencer Partnerships: partnering with YouTubers and streamers who have a fanbase interested in indie games. Influencers can generate buzz quickly by showcasing gameplay and sharing their reactions.
- Press Outreach and Reviews: sending press kits to gaming sites, magazines, and blogs to secure coverage. Reviews from reputable sources can lend credibility to a new title.
These strategies require both connections and budget, which publishers often already have.
Long-term considerations with a publisher
Finally, it’s worth thinking about the long-term implications of working with a publisher. If your game turns into a hit, your revenue share will remain the same, even as sales increase. However, with a skilled publisher, the potential for reaching a larger audience could more than offset the smaller revenue share.
After all we’ve discussed, you may agree that this path can be the best for a small indie developer with limited means. Apart from the challenge of getting accepted and the effort of creating the game, your investment can potentially be zero—a figure anyone can afford.