Pitching Your Game

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As the saying goes, you could have the best product in the world and it wouldn’t sell because no one knows it exist. This directly carries over into the business of games as there are now countless indie titles being released daily. It’s a real struggle for small unknown companies to release indie games that will sell well because of the clutter. They will likely get lost with all the other games that were released that day that sadly won’t sell well either. This is where marketing can save a game’s life.

The idea of an elevator pitch is far from a myth and is even more critical in today’s day and age. Creating an awesome game that millions could enjoy for countless hours is usually only half the battle for indies. Informing the right people that your game is awesome can be just as difficult if not even more difficult than the development phase. This is where a great pitch can take your game from being caught in the clutter to becoming that next huge indie success. Consumers have small attentions spans, if any at all, and don’t care to sit through your speech about your Game Design Document. Having a solid pitch that can make someone at least interested to learn more about the game is crucial.

There are a few characteristics to keep in mind when creating a pitch for your game. The first is that it should be dynamic in the sense that you can condense it to fit into an elevator pitch as well as expand it to be presentable on stage. Of course, expanding it so that every word is perfectly said is highly unlikely, but rather expanding the ability to expand on the main ideas mentioned in the condensed version of the pitch. Secondly, keep it as simple and easily comprehendible as possible. If your game has some crazy awesome lore with it, don’t explain the whole premise of it. Rather explain that the game has an incredible lore to complement its also awesome gameplay to keep your audience intrigued. Everyone has sat through some sort of speech or lecture where its hard to stay focused or even awake because nothing being said is engaging. People like details, but only after they have become engaged in the subject. So, in short, keep your audience “hungry” rather than “overfeeding” them, so to say.

Finally, and the most important part of a great pitch, show you’re passionate about the game. As Simon Sinek says, “People don’t buy what you do, they buy why you do it”. Why would someone buy your game when it looks like you’re not even that excited about it? Express the passion that fueled the development of your game when you’re pitching it. It’s okay to get excited because that might get others excited too! Speak with confidence and passion to greatly increase the chances of convincing your audience that the game is as good as you are saying it is. Weeks, months and even years of development can all come down to just 30 seconds of speaking. Make your game shine with a great pitch.