Ok, so I’m pretty sure most of you here really want to know how to pitch something. I’m currently starting the pitch process for a game we’re developing, so I figured I’d write down how I go about this and how I’ve been taught to do it by mentors over the years.
Step 1: Pick Your Inspiration Wisely
First, identify what games you’re drawing inspiration from. If you come up with something completely new, you’ll probably spend your entire pitch just explaining it, rather than showing how you’re strategically going to build it. That’s a huge distraction.
So instead, pick a game, or a few games, that are most similar to what you’re trying to make. A solid rule of thumb: 1/3 proven, 1/3 better, 1/3 new. That refers to the mechanics. Same applies to products in general.
Step 2: Do a Competitive Analysis
Once you’ve picked your inspiration, dig deep into why those games are successful. A competitive analysis is basically a breakdown of the game and all its components, including:
- Gameplay mechanics
- Art direction
- Monetization and growth models
- Retention systems
- Overall user experience
You can do this purely from a design or art perspective, but without the business side, you may miss what actually makes the game work.
Step 3: Frame the Opportunity
Now that you’ve pulled together the details on the games that inspired you, start framing why your concept makes sense. What genre are you in? Mobile? Cozy? Casual? Is there a clear demand for this type of experience? Bonus points if you can do some quick market sizing to validate that the audience is there.
This sets the stage for your pitch. Once that’s clear, focus on why the mechanics you’re proposing are better or new. Maybe there’s a retention problem in the reference game. Maybe a great PC game has no mobile counterpart and you’re bringing it to that audience.
You can pull insights from:
- Discord communities
- Steam or mobile reviews
- Reddit threads
- Data platforms like App Annie (if you have access)
Step 4: Define the Problem & Your Solution
So let’s recap:
- You’ve got your reference games
- You understand the competitive landscape
- You’ve identified a market gap or problem
- You’ve explained how your concept solves it
Now you’re cooking. If you really want to make it strong, show some early user data, anything from a demo build, even small engagement signals. Just enough to suggest there’s stickiness.
Step 5: The Ask
Here’s where most people get a little sweaty. You’ve got to talk about money or the partnership you’re after. What’s the ask? What are you looking for, and how can the person on the other end help you, and benefit themselves?
This part of the pitch has to be clear, but not uncomfortable. You want to leave the door open to conversation, not pressure people into commitment. I highly recommend reading Never Split the Difference and Pitch Anything.
The key: be prepared for every question. Seriously, every single one. Think through all the risks and questions they might ask. Write down your answers. Rehearse with a brutally honest friend. Get feedback now, not in the meeting.
Step 6: Objections, Questions & Strategy
Now you’re in the final phase. You’ve got your deck, your ask, and now the conversation turns toward:
- ROI expectations
- Go-to-market strategy
- Ad spend
- Team structure
- Roadmap
This is where you need to be sharp, and ideally have a few glossy slides or a demo to bring energy back into the room.
Final Thoughts
There’s no one right way to pitch a game. This is just a general structure I’ve seen used for pitching to publishers or greenlighting internal projects.
If there’s one piece of advice I can give: be honest. People are good at spotting BS, especially folks who’ve sat through hundreds of pitches. Your story and your energy matter more than a perfect deck. Be real, be clear, and show you’re someone worth backing.