How do publishers find and sign new games?

If you’re a game developer looking to get noticed by a publisher, understanding how their sourcing process works is key. Who’s responsible for finding your game? Where do they look? And most importantly, how can you improve your chances of being discovered?

🎯 The People Behind Game Discovery

Most publishers have a dedicated “new business” or “sourcing” team whose main job is to scout new games. In some cases, this responsibility falls under the publishing manager, who not only finds and signs developers but also manages the commercial relationship post-signing.

Regardless of their job title, this person is your gateway to the publisher. Making them an advocate for your game and studio can be the difference between getting signed or staying in the shadows.

🕵️‍♂️ Where Do Publishers Find Games?

Game scouts use a mix of tools and strategies to discover potential hits before their competitors, including:

✅ Browsing app stores for trending games

✅ Analyzing market data via tools like SensorTower

✅ Checking platforms like itch.io for hidden gems

✅ Using internal tracking systems and web scrapers

✅ Attending industry events and networking with developers

So, how can you increase your chances of getting noticed? Here are some key strategies to improve your game’s visibility and appeal.

🚀 5 Ways to Improve Your Chances of Getting Signed

1️⃣ Make sure your game is in a review-ready state

• Don’t submit your game too early!

• Aim for at least 1-2 hours of content and a bug-free experience.

• Bonus: Having some basic meta-progression can be a big plus as it ensures better early stage metrics (D1-3 retention, session length etc).

2️⃣ Leverage industry events

• Conferences are gold mines for networking.

• Most major publishers send teams to scout for new games, take the advantage to meet multiple all in one place.

3️⃣ Build strong relationships with publishers

• Get to know the key people.

• Turn them into champions for your studio and projects.

4️⃣ Understand what publishers are looking for

• Ask about their publishing thesis, criteria, deal size, and game preferences.

• If your game doesn’t fit their vision, it’s better to know early.

• This will help you find the right publisher for you OR give you the information on what game to build next.

5️⃣ Handle rejection with resilience

• A “no” isn’t always about your game, it could be timing, portfolio fit, or other factors.

• Collect feedback, identify trends, and iterate on your project or your next game.

• Keep publishers updated on your progress, they like to know that you listened to them and it keeps communication lines open for the future.

Publishing is a competitive space, but understanding how the process works gives you an edge. Stay strategic, keep refining your approach, and put yourself in the best position to succeed! 🚀