10 Key Takeaways from IMPACT! Indie Games Pitch Up 2025

At our recent IMPACT! Indie Games Pitch Up event, 10 UK indie developers pitched their games directly to a panel of top publishers and received real-time, actionable feedback.

With representatives from Secret Mode, Team17/Everplay, Devolver Digital, Fireshine Games, ID@Xbox and Silver Lining Interactive, the advice was flying!

Lucky for you, we took some notes! Here are the 10 most important takeaways from the event for anyone preparing to pitch their game!

 

1. Front-Load Your Key Information

Publishers need to see the essentials early: game mechanics, timeline, budget, target platforms, engine, and price point. Don’t make them wait – create a fact sheet slide near the beginning of your deck.

As one publisher noted: “I really wanted to see the budget breakdown maybe just a teeny bit earlier. The game length as well. I think just maybe front load that a bit more.”

 

2. Show, Don’t Just Tell

Use actual gameplay footage, GIFs, and videos over concept art when you have playable content. Break up text-heavy slides with visual elements like pie charts for budgets and timeline visuals.

Publishers consistently advised: “When we’ve actually got the game, show me video, show me gifs, show me what it looks like now because that’s the part that’s going to draw me in.”

 

3. Be Crystal Clear About Your Game’s USPs (Unique Selling Points)

Lead with a clear elevator pitch. What is the game? Why is it special? What makes it different from competitors?

Publishers often noted: “I’ve seen many games like this, but I don’t know why yours is special yet. There’s not that moment in the pitch where you go, aha, that’s why it’s amazing.”

Make it clear in the first 30 seconds!

 

4. Understand the Numbers Game

Publishers can receive ~1,500 pitches per year but only sign 10-12 games – that’s roughly a 0.7% acceptance rate.

Understanding this reality helps frame why publishers are so selective. Your pitch needs to stand out in multiple ways, not just creatively but also strategically.

And sometimes, even if your game is a perfect fit for them, their publishing schedule might just be full! So don’t be too hard on yourself!

 

5. Be Honest and Transparent

Trust is built through honesty. Be open about your studio’s situation, challenges, gaps, and requirements.

As one producer put it: “My job is basically to be your snowplow, getting all of the obstacles out of the way for you just to concentrate on your game. And I want to know what I’m going to be running into.”

Hiding problems can create trust issues that derail partnerships before they even begin!

 

6. Know Your Production Budget

Publishers frequently noted budget clarity issues: “I couldn’t see actual numbers, money on there. I could see percent, but I might have been looking in the wrong place.”

Show actual dollar amounts, a break down by category (art/dev/production/etc), include a contingency / buffer, and explain what’s included – but also what’s not!

 

7. Tailor Your Pitch to Each Publisher

Research each publisher’s portfolio and strategy.

Publishers noted: “If we see a pitch that feels like it’s tailored towards our strategy, it feels great compared to seeing one where it looks like it’s just a ctrl+F, find [competitor], switch for [our platform].”

The panelists shared stories of receiving pitches addressed to competitors or with obvious find-and-replace errors. Don’t be one of those!

 

8. Make It Easy for Non-Gamers to Evaluate

The scout is just the first wall – you also need to win over marketing, production, CEO, and CFO. Executives making final decisions sometimes aren’t gamers.

Include debug controls, skip features, and videos that help non-gamers understand your game.

The scout becomes your internal champion, but they can only do so much if other stakeholders aren’t convinced. Don’t force them to sit through long cutscenes, etc.!

 

9. Understand Recoup and Business Models

Many developers are surprised to learn that publishers need to recoup their investment before profit sharing begins.

As one publisher noted: “We’re doing a deal that we’re going to offer you all that money and then we’re going to ask for it all back.”

Ask your connections for common “gotchas”. And get legal advice to understand deal structures, recoup models, and what you’re signing up for – publishing can be a 5-10 year partnership after all!

 

10. Show Your Existing Community and Metrics

If you have an existing IP, audience, or community, showcase it.

Publishers want to see: Discord member counts, Steam wishlist numbers, social media followers, demo playtest feedback, and event attendance.

As one publisher noted: “If we see hard figures in your community, that gives a strong indication that this will resonate when it comes to market.”

 

Summary

In summary, publishers are looking for partners, not just games.

Success requires understanding their perspective, being clear about your game and needs, and building trust through honesty and transparency.

The competition is fierce for sure, but it’s not just about ticking boxes – it’s about making a genuine connection and showing you’re someone they want to work with for the long-term.

Special thanks to our panel of publishers for giving up their time, to Silver Lining Interactive for enabling the event, to University of Bristol for the event space, Philip Sinclair for the presenting the winning pitch from 2024, and finally to our indies for participating!

Good luck!

Group photo from IMPACT! Indie Games Pitch Up 2025! See full photo album here!

Event enabled by Silver Lining Interactive