Due Diligence on Games: What Publishers Look For

When a publisher evaluates a game or studio, they’re not just looking at the concept, they’re assessing quality, risk, potential, and long-term viability. So, what does due diligence actually involve? Let’s break it down:

🎯 Game Evaluation – What Is The Current State Of The Game?

Depending on where the game is in development (MVP vs. Soft Launch), publishers assess:

🔹 Marketability – Does it have strong creative potential? How does it perform in test campaigns on Facebook vs. Unity?

🔹 Retention & Monetization – Are D1, D7 retention, ARPU, LTV strong enough to outpace CPI and ensure profitability?

🔹 Gameplay & UX – Is it polished and meeting genre benchmarks? The product team will find issues, be proactive in addressing them!

🔹 Scalability – Can the game grow profitably while covering studio burn and UA costs at higher volumes?

🔹 Commercial Viability – What’s the investment vs. expected return? If a game is expensive but has low upside, a deal won’t happen. Be open to feedback and adjust financial expectations accordingly.

📌 Bottom line? A fun game alone isn’t enough—it must be commercially viable.

🏢 Studio Evaluation – Can They Deliver?

A great game is just one piece of the puzzle. Publishers also assess the team behind them:

🔹 Track Record – Have they successfully launched games before? Past wins reduce risk and improve deal terms.

🔹 Production Capability – Can they execute on feedback and scale efficiently? Ambition without resources is a red flag.

🔹 Code Quality – Is the code structured for long-term development? Expect a code review/audit.

🔹 Mindset & Collaboration – Are they open to feedback and iteration? A bad attitude makes co-working much harder.

📌 The key? Publishers want studios that are reliable, adaptable, and data-driven, not just creative.

🔥 Want to Improve Your Chances? Here’s How:

✅ Know Your Numbers – Speak the publisher’s language (Retention, Session Length, CPI, LTV). If you lack data, be upfront about your testing so far.

✅ Showcase Your Strengths – No big hit yet? Highlight your team’s experience, unique insights, or past learnings, publishers invest in people as much as products.

✅ Be Open to Feedback – Publishing is a partnership. Maybe this game isn’t the one, but building rapport increases future opportunities. Listen, learn, and collaborate.

📢 Final Thought:

Due diligence isn’t just about what you’ve built, it’s about whether you can scale, adapt, and thrive in a competitive market. Prove that, and you’re already ahead of the game!