Later this week, Gamesindustry.biz will present its annual Investment Summit Online event, bringing together independent game developers with publishers and investors. The aim of the summit is to help devs pitch their games and get them funded, a process that typically takes place in person at the various industry events such as GDC, PAX, and the like. In this era of COVID-19 and the paucity of physical events, online meetings such as this take on even greater significance as they are one of the only ways that indie devs have for meeting with these publishers and investors.

大号 亚特本周 Gamesindustry.biz 将展示其年度投资峰会在线活动，汇集了独立游戏开发商与发行商和投资者。 峰会的目的是帮助开发人员推销游戏并获得资金，这一过程通常在各种行业活动(例如GDC，PAX等)中亲自进行。 在这个COVID-19时代和缺乏体育活动的时代，诸如此类的在线会议具有更大的意义，因为它们是独立开发者与这些发行商和投资者会晤的唯一方式之一。

In the lead-up to the event, GI asked industry expert Jason Della Rocca to create a video with his tips and best practices for developers who want to pitch their games, which we will review here. For the large number of Medium subscribers working in the development side of the industry, and those who wish to be, this is invaluable information to learn and practice. So enjoy, and make sure to check back soon, as I’ll be attending the summit this week and covering all the new presentations right here!

在此次活动的前期准备中，GI要求行业专家Jason Della Rocca为想要推销游戏的开发人员创建了一个视频，其中包含他的技巧和最佳实践，我们将在此处进行评论。 对于在行业发展方面工作的大量中型订户以及希望成为的那些订户，这是学习和实践的宝贵信息。 因此，请尽情享受，并确保尽快回来查看，因为我本周将参加峰会，并在这里介绍所有新的演讲！

Della Rocca began his presentation with a few absolutes for pitching your game, regardless of the type of game you have or where the pitch is happening. First, it is vital to remember that your pitch should be tailored to who you are pitching to, be that an investor, venture capitalist, or publisher. In his words, this means having empathy, understanding their needs, and placing them at the forefront. Thus it is vital to do research on the companies you may be pitching and adjust your angle accordingly.

德拉·罗卡(Della Rocca)的演讲开始时介绍了一些有关推销游戏的绝对知识，无论您玩的是哪种游戏类型或发生推销的地方 。 首先，重要的是要记住，您的推销应该适合您向谁推销，无论是投资者，风险资本家还是出版商。 用他的话说，这意味着要有同理心，了解他们的需求，并将他们放在最前沿。 因此，对您可能要投身的公司进行研究并相应地调整角度至关重要。

Remember that your pitch should not be about how to solve your problem (getting money to make your game) but rather how to create an opportunity for the company, how to solve their problem. You should always be pitching an opportunity for them because honestly, they don’t want to solve your problems, they want to create profit and value for their stakeholders.

请记住，您的建议不应与如何解决问题(赚钱来创造游戏)有关，而应与如何为公司创造机会，如何解决他们的问题有关。 您应该始终为他们把握机会，因为说实话，他们不想解决您的问题，他们想为利益相关者创造利润和价值。

This is how your research comes into play so that you can pick out companies whose opportunities and needs match with what you have to offer. Say for example that a publisher just announced one of their games has been pushed back due to COVID-19 development delays. If you have a late-stage game that fits their style, you can pitch them on being ready in their other game’s initial release window, filling a hole in their calendar. Their problem could be filled with your opportunity. Every negotiation in business starts with showing how you can fill the needs of someone who is in a position to fill your needs. Both sides must benefit, and the better job you do showing the publisher or investor how they benefit, the easier you make it for them to say ‘yes’ to you.

这就是您的研究发挥作用的方式，因此您可以挑选机会和需求与您所提供的服务相匹配的公司。 举例来说，由于COVID-19开发的延迟，发行商刚刚宣布他们的一款游戏已被推迟。 如果您拥有适合他们风格的后期游戏，则可以在其他游戏的初始发行窗口中为他们做好准备，从而填补他们的日历中的空白。 他们的问题可能充满了您的机会。 业务中的每次谈判都从展示如何满足有能力满足您需求的人的需求开始。 双方都必须受益，而您向发布商或投资者展示他们如何受益的工作越好，您就越容易使他们对您说“是”。

Della Rocca then dove into the meat of his talk, specifying that he would focus on a ‘Premium Publisher Pitch’, where your game would be on PC or console(s) at retail for a full price, instead of a Free to Play or mobile app style game. This type of pitch focuses on showing the publisher what is special about your game and demonstrating that it matches with their audience and existing portfolio. An example of finding that match would be a publisher like Devolver Digital, who has an edgy vibe to their style and the games they publish, as contrasted with a publisher like Activision which follows a more traditional model. The type of game you are making will determine what type of publisher you want to pitch.

然后，德拉·罗卡(Della Rocca)深入探讨了他的演讲的内容，并指定他将专注于“ 高级发行商Pitch ”，即您的游戏将以全价在PC或主机上零售，而不是免费或移动应用风格的游戏。 这种宣传方式着重于向发行商展示您的游戏有什么特别之处，并证明它与他们的受众和现有产品组合相匹配。 找到匹配的一个例子是像Devolver Digital这样的发行商，他的风格和发行游戏具有前卫的氛围，而像Activision这样的发行商则遵循更传统的模式。 您正在制作的游戏类型将决定您要推销的发行商类型。

You also want to show that your game has the potential to sell, and can find an audience organically, where the publisher can put their marketing power into boosting the game’s profile. And of course, you must create confidence with the publisher that you can deliver the game on time and on budget.

您还想证明您的游戏具有销售潜力，并且可以有机地找到受众 ，发行商可以在其中利用他们的营销力量来提高游戏的形象。 当然，您必须与发行商建立信心，确保可以按时，按预算交付游戏。

As with most presentations in the gaming world, this is using a PowerPoint-style slide model. Della Rocca organizes his ideal pitch into 10 slides, so we will follow the same pattern here. He describes this as his ‘Performance Pitch’, where you have 5 minutes to go through 10 slides, delivering a concise and succinct look at your game.

与游戏世界中的大多数演示一样，它使用的是PowerPoint样式的幻灯片模型。 Della Rocca将他的理想音高整理为10张幻灯片，因此我们将在此处遵循相同的模式。 他将其描述为他的“ Performance Pitch ”，在其中您有5分钟的时间浏览10张幻灯片，为您的游戏提供简洁明了的外观。

抓住他们的注意力 (GRAB THEIR ATTENTION)

The initial slide should be the attention grabber, with beautiful cover art for the game, or your company’s logo, something to get them interested. Once you have that attention, you want to establish what vibe you’re going after and will be the first step to matching your game with the publisher you are pitching.

最初的幻灯片应该是吸引注意力的人 ，具有精美的游戏封面或公司徽标，以吸引他们的兴趣。 一旦获得了关注，您就想确定您要追求的氛围，这将是将您的游戏与您所选择的发行商进行匹配的第一步。

您的游戏是什么？ (WHAT IS YOUR GAME ABOUT?)

The second slide is where you establish what your game is and what it does. You need to be succinct here, clearly stating the basic concept and core of the game without getting buried in details. The term you hear thrown around these days is ‘elevator pitch’ and that’s exactly what you will do here by hitting the high points and getting the idea across. The publisher needs to know exactly what your game does and what the player will be doing from this slide.

第二张幻灯片是您确定游戏的内容和作用的地方 。 您需要在这里简洁明了，清楚地说明游戏的基本概念和核心，而不必埋在细节中。 这些天您听到的术语是“电梯音调”，这正是您要达到的最高点并传达想法的过程。 发行人需要从这张幻灯片中确切地知道您的游戏做什么以及玩家将会做什么。

炫耀您的游戏 (SHOW OFF YOUR GAME)

The next slide will usually be a video clip, and this one varies a bit depending on if this is a physical show or a Zoom call virtual show. If you’re on stage or actually sitting in a room with the publisher, you’ll just play the video clip. This could be a full teaser trailer if your game is far enough along, or just raw gameplay footage. Even if your game is very early stage and you just have mock gameplay that’s fine, as the point of the video is to show that the game is real, not just an idea in your head. If this is a virtual meeting or Zoom call, the best practice is to email out your video clip ahead of time, avoiding the possibility of lagged calls and low resolution often present in that environment. If that is your situation, it’s a good idea to use this third slide for a sequence of screenshots highlighting what the publisher watched in the video.

下一张幻灯片通常是一个视频剪辑，并且这取决于是物理表演还是Zoom呼叫虚拟表演而有所不同。 如果您在舞台上或实际上与发布者坐在一个房间里，则只播放视频剪辑。 如果您的游戏进行得足够充分，这可能是完整的预告片，也可能只是原始的游戏画面。 即使您的游戏还处于初期阶段，您也只能玩模拟游戏，因为视频的重点是要表明游戏是真实的，而不仅仅是您脑海中的一个想法。 如果这是虚拟会议或Zoom通话，最佳做法是提前通过电子邮件发送视频剪辑，避免在该环境中经常出现通话滞后和分辨率降低的情况。 如果是您的情况，最好使用第三张幻灯片进行一系列截图，突出显示发布者在视频中观看的内容。

是什么让您的游戏独一无二？ (WHAT MAKES YOUR GAME UNIQUE?)

Slide four will contain what is called Unique Selling Points (USPs), which are essentially bullet points telling what makes your game special and unique. The key here is to be explicit about the compelling elements of your game, don’t make them guess or infer what you want them to know. The person you are pitching to will already be thinking about how they will market the game based on your video and core gameplay explanation, so the USPs should validate that thought process for them. If you’ve got a Battle Royale game, you must highlight what makes it different from the glut of other similar titles and help the publisher form that mental marketing plan that will make yours stand out from the crowd.

幻灯片四将包含所谓的唯一卖点(USP) ，从本质上讲是要点，告诉您什么使您的游戏特别和独特。 这里的关键是明确说明游戏的吸引力，不要让他们猜测或推断您想让他们知道什么。 与您合作的人已经在根据您的视频和核心游戏玩法说明来考虑如何营销游戏，因此USP应该为他们验证这一思考过程。 如果您有《皇家大逃杀》游戏，则必须强调它与其他同类游戏过多的不同之处，并帮助发行商制定出能使您的产品脱颖而出的心理营销计划。

自带社区 (BYO COMMUNITY)

The fifth slide is about traction, or social proof showing that others in the industry think your game is worthy of getting attention from a publisher. If you’ve got a built-in community of fans, if the game is already getting press or you’re scheduled to show the game at festivals, this is the place to mention all that. If your game is in the very early stages and there’s nothing to put here then you can skip this slide, but you really should be trying to get this kind of material. Gaining traction in the market only helps your product stand out from the rest. Publishers and investors want to maximize gain and minimize risk, so demonstrating that your game is already being talked about goes a long way to showing it will sell and be worth their investment.

第五张幻灯片是关于牵引力或社会证明的，表明行业中的其他人认为您的游戏值得引起发行商的关注。 如果您有一个内置的粉丝社区 ，如果该游戏已经受到媒体欢迎，或者您计划在节日上展示该游戏 ，那么这里就是所有提及的地方。 如果您的游戏还处于初期阶段，没有东西可放，那么您可以跳过此幻灯片，但您确实应该尝试获得这种素材。 在市场上获得吸引力只能帮助您的产品脱颖而出。 发行商和投资者希望最大程度地获得收益，并将风险最小化，因此证明您的游戏已经在谈论中，将证明它可以出售并值得投资，这有很长的路要走。

按数字 (BY THE NUMBERS)

The slide is where you will discuss your business model and give a competitive analysis of your situation. The goal is to demonstrate that there is a market for your game and that it can sell, plain and simple. This is where you will detail what platform your game will appear on and what market segments it will hit using genre tags. If you need inspiration on genre tags, just fire up Steam and see how games similar to yours are tagged, as this information will help situate the game in the publisher’s mind and help them see the fit with their catalog. It’s best not to attempt to forecast sales in a presentation like this, but rather to find comparable games that have released in the previous year to show what yours could do.

在幻灯片中，您将讨论您的业务模型，并对您的情况进行竞争性分析。 目的是证明您的游戏有一个市场，并且可以简单明了地出售 。 在这里，您将使用体裁标签详细说明您的游戏将出现在哪个平台上以及它将打到哪些细分市场。 如果您需要体裁标签的灵感，只需启动Steam并查看与您的游戏类似的标签，因为此信息将有助于将游戏摆在发布者的脑海中，并帮助他们看到适合其目录的内容。 最好不要试图在这样的演示中预测销售量，而要查找上一年发布的可比游戏以表明您的能力。

您现在在哪里，您要去哪里 (WHERE YOU ARE NOW, WHERE YOU ARE GOING)

Slide seven is a big one, as it details your production timeline and spells out where you are in the game’s progress and how long you still have to go in building it. Here is where you will show deliverables like trailers, alpha and beta builds, Early Access if that is part of your plan, events you will attend and any marketing pushes. Your research on the publisher will come back into play here too, as you can match your timeline with the publisher’s release window to highlight what a great fit your game will be. This all assumes you have a budget and production schedule, but if you don’t have all that you still need to build this slide as if you already do. The publisher wants to know what you will deliver if they give you the money, so show them what that would look like if they do invest in you.

幻灯片7非常重要，因为它详细说明了您的制作时间表，并阐明了您在游戏进度中的位置以及构建游戏还需要花费多长时间。 在这里，您将显示可交付成果，例如预告片，Alpha和Beta版本，Early Access(如果这是计划的一部分)，您将参加的活动以及任何市场推广。 您对发布者的研究也将在这里重新发挥作用，因为您可以将时间线与发布者的发布窗口进行匹配，以突出显示您的游戏非常适合。 所有这些都假定您有预算和生产进度表，但是如果您没有足够的预算，则仍然需要像创建幻灯片一样制作这张幻灯片。 发布者想知道如果他们给您钱，您将交付什么，因此请向他们展示如果他们确实投资您会怎样。

您是团队 (YOU’RE THE A-TEAM)

The next slide is all about convincing prospective investors or publishers that you are the best team to make the game a huge success. This is where you show off your team’s pedigree, highlighting any members who have worked for big studios or on successful projects in the past. If you’ve already formed partnerships with prominent partners for parts of the game, this is where you talk about it. Basically, you’re selling yourselves and convincing whoever is watching that your team has the skill and experience to pull off this project the way you say you can. Make sure to put logos for any of the big stuff you mention on the slide, people are visual and will remember that!

下一张幻灯片是关于说服潜在的投资者或发行商您是使游戏取得巨大成功的最佳团队。 在这里，您可以展示团队的血统书 ，并突出显示过去在大型工作室工作或从事过成功项目的所有成员。 如果您已经在游戏的某些部分与知名合作伙伴建立了合作伙伴关系，那么您就在这里谈论它。 基本上，您是在推销自己，并说服任何人看到您的团队有能力和技能以您可以说的方式开展该项目。 确保在幻灯片上提到的任何重要内容都贴上徽标，人们很形象，并且会记住这一点！

你想要什么？ (WHAT DO YOU WANT?)

Della Rocca says that the ninth slide is the one that is most often completely missing from a developer’s pitch. This is ‘The Ask’, where you state in no uncertain terms what you need from the investor or publisher. Be clear and specific, giving exact funding dollar requirements and what the money will be used for. This also goes a long way to show that you’ve done the budgeting, know what the game will cost, and will be smart with the money.

德拉·罗卡(Della Rocca)说，第九张幻灯片是开发人员推荐中最常被完全忽略的幻灯片。 这就是“要价”，您可以在其中明确声明您需要投资者或发行人提供什么 。 明确明确，给出确切的资金需求以及资金用途。 这也可以证明您已经完成了预算，知道了游戏的成本，并且会精打细算。

This is also where you want to be clear about what you need and expect from the partner as far as roles and functional needs. It's important to set expectations of who will handle tasks such as PR, porting, marketing, and the like. If your intended publisher is known for a particular genre, you can mention that you want their help and expertise in polishing the game to be everything it can become. You also want to make sure that your needs match up with the publisher’s expertise, for example on something like local markets. If you want to get your game into the Chinese market, you want to target a publisher that already works there.

在这里，您还需要明确角色和功能需求方面对合作伙伴的需求和期望。 设定对谁负责诸如PR，移植，市场营销等任务的期望很重要。 如果您想要的发行人以某种特定的风格而闻名，那么您可以提及，您希望他们的帮助和专业知识可以使游戏成为一切。 您还想确保自己的需求与发布者的专业知识相匹配 ，例如在本地市场上。 如果您想将自己的游戏打入中国市场，则想定位已经在中国工作的发行商。

用砰的一声结束 (FINISH WITH A BANG)

You’ve made it to the final slide! The most important thing you have to accomplish with this one is to leave a great last impression. More game artwork, screenshots, whatever it takes to keep your game stuck in your target’s brain long after they have moved on to other presentations. This is also the place for you to put your contact info, social media handles, and the rest, as you want them to be able to contact you for the next steps!

您已经进入了最后一张幻灯片！ 您要做的最重要的事情就是给人留下深刻的印象 。 更多游戏图稿，屏幕截图，以及将游戏转移到其他演示文稿后很长时间才能使游戏停留在目标大脑中的任何方法。 这也是您放置联系信息，社交媒体句柄以及其他内容的地方，因为您希望他们能够与您联系以进行下一步！

定时 (TIMING)

The last thing Della Rocca covers is an ideal flow for meetings that are taking place over Zoom. The average time frame for these calls is about 30 minutes, and it is important to carefully manage that time to get in everything you want to accomplish. The first 5 minutes should be for small talk, asking them about their COVID experiences, what things are like where they are, that sort of thing. You then want to take another 5 minutes to ask about whoever it is you are pitching to, see what they are predicting for the market and what trends they see. You can never have too much expert information and it lets your target know you’re interested in what they do, not just their money.

Della Rocca讨论的最后一件事是在Zoom上进行会议的理想流程。 这些通话的平均时间约为30分钟 ，因此务必谨慎地管理该时间，以获取要完成的所有任务。 前5分钟应该是闲聊，向他们询问他们的COVID体验，他们所处的位置是什么样的东西。 然后，您想再花5分钟时间询问与您联系的对象，看看他们对市场的预测以及他们看到的趋势。 您永远不会拥有太多的专家信息，它会让目标对象知道您对他们的工作感兴趣，而不仅仅是他们的钱。

The next 5 minutes is for your pitch and you want to cover all 10 slides in that amount of time. This leaves the final 15 minutes for questions and answers, both answering theirs and asking your own for clarity. The ‘next steps’ are extremely important, so you know what the deliverables from the meeting will be and what your immediate steps will look like.

接下来的5分钟是您的演讲时间，您希望在这段时间内覆盖所有10张幻灯片。 这样就剩下了最后15分钟的问题和答案，既可以回答问题，也可以让自己澄清。 “后续步骤”非常重要，因此您知道会议的可交付成果是什么以及您的即时步骤将是什么样。

In a call like this, you will almost never walk away with a contract or handshake agreement, you are just getting past the first level of filtering out the chaff. You want to make sure you set up the next meeting, be sure of who you are sending any required documents and information to, what you will be doing, and what they will do as well. This is a great time for feedback as well, so listen to what is being said and use it to make your product better. If every meeting mentions the same few aspects of your product, you’ll know exactly what you need to be working on as you move forward.

在这样的通话中， 您几乎永远不会放弃合同或握手协议，而只是超越了过滤糠cha的第一层 。 您要确保设置下一次会议，确保将任何必需的文档和信息发送给谁，将要执行的操作以及它们也将执行的操作。 这也是获得反馈的好时机，因此请倾听所言，并使用它来改善您的产品。 如果每次会议都提到产品的某些相同方面，那么您将确切地知道前进的方向。

Pitching your product will never be easy, but following this plan will give you a great start. Work hard on making your pitch the best it can be in the slides, what you show from the games as well as the actual talking parts. Talking in front of others can be the toughest part for many people, so always practice it even if that means talking to yourself in the mirror. The more you practice, the better you will get, just as is the case in making your game. Good luck with your next pitch, and check back here soon for more coverage like this.

推销产品绝非易事，但遵循此计划将为您提供一个良好的开端。 在幻灯片中，从游戏中显示的内容以及实际的谈话内容中，努力使自己的音调达到最佳效果。 在许多人面前，在别人面前说话可能是最困难的部分，因此即使要在镜子里跟自己说话，也要经常练习。 练习的次数越多，获得的效果就越好，就像制作游戏时一样。 下一个球场祝您好运，并尽快回到这里查看更多此类报道。