Why Don’t Game Companies Self-Publish?

Game development is a challenging and multifaceted process that requires not only technical skills but also business and marketing acumen. While some game companies choose to self-publish, a significant number opt to partner with publishers. This article explores why most game developers don’t self-publish and highlights the pros and cons of this approach.

Reasons for Self-Publishing

A few game developers do choose to self-publish. For instance, I previously self-published my Guinness World Record holding MMORPG, Furcadia. Despite this success, most game developers choose not to due to the substantial effort and resources required. Self-publishing involves not only ensuring the quality of the game but also handling marketing, customer service, and various other tasks that can be overwhelming for developers, especially those operating on a smaller scale.

Cost and Resources

Most small game developers lack the financial resources necessary for a comprehensive marketing campaign. Even those with sufficient funds often prefer to allocate their financial resources towards game development, rather than marketing. They also avoid the hassle of managing customer service issues such as handling refunds and complaints. A good publisher can significantly enhance a game's performance, potentially generating more revenue through effective marketing. Publishers can sometimes triple a developer's sales by taking a small share, which is a beneficial arrangement for both parties. However, it is crucial to avoid publishers who do not excel at marketing, as they can potentially harm the game's success.

Examples of Successful Self-Publishing

Not all game developers shy away from self-publishing. Some developers, particularly solo indie developers, skip publishers and publish their games independently using their own websites as digital stores. This approach can be effective, particularly for games that have a captive audience or a strong following. For example, Escape From Tarkov (EFT) and One Hour One Life (OHOL) both achieved significant success without the assistance of major publishers. EFT sold over 200,000 copies and OHOL sold around 10,000-20,000 copies, which is impressive for solo indie games.

Challenges of Direct-Selling

However, self-publishing and direct-selling come with their own set of challenges. The primary hurdle is marketing. Unless a game has a significant amount of traffic or hype, it can be challenging to attract potential buyers. Major platforms like Steam, Epic Games, and Google Play have huge user bases and offer a streamlined process for selling games. These platforms handle credit card transactions, customer support, and other essential services, making it easier for developers to focus on game development. Self-publishing requires developers to handle every aspect of the selling process, which can be daunting and cost-prohibitive.

Conclusion

While self-publishing offers the potential for better revenue sharing and a closer connection with the audience, it is not the most viable option for most game developers. Publishers can significantly enhance a game's success through effective marketing and customer service. However, for some games, like EFT and OHOL, direct-selling can be a successful strategy. The decision ultimately depends on the game's potential, the developer's resources, and their ability to handle the demands of self-publishing.

Keywords: game publishing, self-publishing, game distribution