Production Deadlines: What Matters Most to Publishers?

Delivering on time isn’t just about meeting milestones, it’s about building trust. Publishers invest heavily in your success, and sticking to deadlines strengthens partnerships, ensures smooth launches, and maintains cash flow.

So, what do publishers prioritize when it comes to production timelines?

📑 Setting Realistic Expectations – The Statement of Work (SOW)

Every publishing contract includes a milestone-based SOW outlining:

🔹 Project Milestones – MVP, retention, monetization, soft launch, and global launch.
🔹 Feature Deliverables – Core gameplay, new features, economy, and live ops.
🔹 Technical Requirements – Performance optimization, stability, and QA-passed builds.

The biggest mistake? Overpromising and underdelivering. Publishers prefer transparency over unrealistic deadlines.

📌 Rule #1: A solid plan leads to smoother execution and fewer delays.

⏳ The 30-Day Extension Rule

Most publishers allow a 30-day grace period for missed milestones, but:
🔹 Miss once? You get an extension.
🔹 Miss twice? The publisher can terminate the contract.

If this happens, the publisher retains game ownership, continues paying rev share, but at a reduced rate, as they take over development.

📌 Rule #2: One delay is manageable; consistent delays put the entire project at risk.

🔥 Why Deadlines Matter to Publishers

A missed milestone affects multiple business areas:
🔹 Marketing & UA Plans – Launch windows align with other titles.
🔹 Investor & Financial Reporting – Publishers commit to forecasts and revenue targets.
🔹 Platform & Store Partnerships – Late launches can impact visibility and exclusivity deals, including important Apple featuring for example.

It’s not just about finishing the game, it’s about launching at the right time, in the right way, with the right quality of product.

📌 Rule #3: Hitting deadlines isn’t just a responsibility, it’s an opportunity to strengthen your partnership for years to come.

✅ Staying on Track & Securing Your Deal

🔹 Be Conservative with Timelines – Underpromise, overdeliver, where reasonable.
🔹 Build in Buffer Time – Account for QA, feedback loops, and roadblocks.
🔹 Communicate Early & Often – If a delay is likely, inform your publisher ASAP.
🔹 Focus on MVP First – Prioritize features that impact key metrics; polish later.

📢 Final Thought: Deliver on Time, Build Stronger Deals

Hitting deadlines isn’t just about avoiding penalties, it’s about proving you can execute. Publishers trust studios that deliver, leading to better commercial terms, future deals, and long-term success.

📌 Set clear expectations, communicate effectively, and stay accountable, your future deals will thank you!