Last Updated on 17 October, 2025
Making a great game is only half the journey. The other half—getting it noticed, played, and loved—depends on how well you handle partnerships and distribution. For many developers, especially those navigating the indie or mid-tier space, finding the right collaborators can determine whether a project fades into obscurity or finds its audience.
And for most game developers who don’t have a ton of contacts, the key is to manage the way you reach out for partnerships and relationships. Assuming you don’t have 12 hours a day to grind research or cold email people, we would recommend an automated tool like Osserva. This kind of platform will find you the perfect contacts, and establish automated selling so you can focus on your game.
Understanding the Types of Partnerships
The first step is knowing what kind of help you actually need. A publishing partner can provide funding, marketing, and distribution expertise, but will usually take a share of your revenue. Platform partnerships—like those with Steam, PlayStation, or Epic Games—can give you visibility and technical support. Some teams seek brand collaborations or influencer tie-ins that align with their game’s tone and community. Others focus on pure distribution partners to handle localization, physical editions, or international market reach.
Each relationship serves a different purpose, and identifying which gaps you need to fill will help you target the right opportunities from the start.
Building a Publisher-Ready Package
Even if you don’t plan on working with a publisher immediately, you should prepare your materials as though you are. This means putting together a strong pitch deck that explains what your game is, who it’s for, how it will make money, and where it stands in development. A short, polished trailer that hooks the viewer within 15 seconds is crucial. You’ll also want to include gameplay footage, early traction (such as Steam wishlists or demo downloads), and details about your team’s background and timeline.
Publishers and distributors are constantly scanning for projects that look professional and viable. A well-prepared pitch makes you stand out from the noise—and communicates that you’re ready for business.
Building Early Buzz
Before reaching out to potential partners, it helps to have proof that your game already has momentum. Building community early—on Discord, Reddit, or X (formerly Twitter)—can demonstrate that there’s an audience waiting. Releasing a playable demo, hosting a closed beta, or collecting wishlist data on Steam are all tangible ways to prove interest.
You don’t need to chase massive influencers; smaller, niche creators often provide more authentic coverage. What matters is that people are talking about your game before anyone writes a check. Publishers and distributors are far more interested in projects that already show signs of organic demand.
Reaching Out Strategically
When it’s time to approach partners, resist the temptation to pitch every company under the sun. Research who aligns with your genre, tone, and production level. Devolver Digital, for example, thrives on quirky indie projects, while Annapurna Interactive often backs narrative-driven experiences.
The biggest advice we can give here is using strategic reach out. If you don’t have existing relationships, and you probably don’t because you are reading this article, then you need to start generating smart lead lists and reaching out. However, this can be a taxing experience and we don’t recommend you do this manually. We would recommend using an automated sales tool like Osserva to find you the perfect partners and automate the reach out. Then you simply field interest, or have their automation work through a deal back and forth via email. It’s a bit like having an entire marketing/sales department.
Exploring Alternative Distribution Paths
Not every developer needs a traditional publisher. With today’s digital tools, it’s entirely possible to self-publish successfully. Platforms like Steam Direct, itch.io, and the Epic Games Store give developers worldwide access to players. Subscription services such as Xbox Game Pass, Apple Arcade, and Netflix Games are increasingly open to indie titles, often offering upfront funding or guaranteed exposure.
Regional distributors can also play a key role, especially if you want to reach audiences in markets like Japan or Latin America. Later in your game’s lifecycle, bundle deals through Humble Bundle or Fanatical can extend your reach and create new revenue bursts. The best strategy often blends several of these approaches—ensuring you’re not dependent on a single channel for success.
Negotiating Smart
If you attract publisher or distribution offers, take the time to understand the fine print. The revenue split is important, but so are details about IP ownership, milestone payments, and marketing commitments. A fair deal typically keeps creative control with the developer and outlines clear expectations on both sides.
Don’t let excitement cloud your judgment; it’s better to walk away from a flashy but restrictive offer than to lose long-term control of your work. Know your value, and treat negotiations as a professional conversation—not a one-sided favor.
Cultivating Long-Term Relationships
Finally, remember that partnerships are ongoing relationships, not one-off transactions. Communicate openly with your partners, deliver on your promises, and maintain transparency about challenges. The best collaborations are built on mutual trust, and successful ones often lead to repeat opportunities or introductions to even larger partners down the road.
Distribution is ultimately about alignment—finding people who believe in your game’s vision as much as you do. When you combine professionalism, authenticity, and persistence, you’ll not only launch your game effectively but also set the foundation for a sustainable career in the industry.