How to Pitch Your Indie Game (And Actually Get Noticed)

“Can you explain your game in ten words?” – Phil Elliott, Square Enix Collective

If your dream game is sitting in your head — or maybe half-finished in Unity — it won’t go far unless someone sees it, gets it, and believes in it. That’s what a pitch is all about: making someone believe.

But here’s the hard truth. Publishers and investors don’t want dreams. They want proof. And in 2025, the proof they’re asking for is usually a playable demo.

Let’s break down how to build a killer pitch, with or without a demo, backed by industry insights from publishers, devs, and indie success stories.

1. Want to Pitch? Build a Demo First (If You Can)

Let’s get this out of the way: a playable prototype is the number 1 most important thing you can include in your pitch. Nearly every publisher, from indie-friendly outfits to platform holders, agrees.

“The days of signing deals off a PowerPoint are gone.”– IndieGameBusiness.com

“A pitch with a prototype will get a hundred times further than a pitch without.”– GameDev.net

Even if it’s grey-boxed or rough, a vertical slice or core gameplay loop gives publishers confidence that:

• You can build the thing you’re promising.

• The game is actually fun.

• You understand scope and production.

For some insights into prototypes and vertical slices, check out this video from Indie Game Clinic:

If you’re worried your prototype isn’t ready yet, that’s okay. A strong pitch deck can still carry weight — it’s just a much steeper climb without gameplay to show.

2. What Makes an Indie Game Pitch Work?

Whether you’re emailing publishers, applying to a fund, or presenting at an event like PitchYaGame, the fundamentals of a great pitch are surprisingly consistent.

Here’s what the pros say works:

Start With the Hook

“Focus on the hook… a statement, a question, a story.”– LinkedIn Pitching Advice

You’ve got about 15–30 seconds to grab interest. Your hook is the emotional or conceptual core — the thing that makes your game worth caring about.

• “A turn-based tactics game where you fight anxiety with kindness.”

• “A narrative puzzle game told entirely through email inboxes.”

Craft a one-liner that frames your game as both familiar and fresh.

Be Clear, Not Clever

“Can you explain your game in ten words?”– Phil Elliott, MCVUK

Keep your pitch deck or verbal pitch concise and jargon-free. Publishers don’t want buzzwords. They want:

• Genre + a twist

• Core mechanic

• Visual tone

• Audience fit

“Don’t bury the point. Get to what the game is, fast.”– PocketGamer.biz

Show, Don’t Just Tell

Even if you don’t have a playable demo, your deck should be visually rich:

• Concept art

• Early UI mockups

• Moodboards

• Short GIFs of gameplay ideas

“Include trailer, gifs, screenshots… visuals are your best friend.”– r/gamedev

Structure Your Pitch Deck Like This:

Sections	What It Covers
1. Elevator pitch	Your one-liner + visual
2. Gameplay	Mechanics, systems, goals
3. The Why & Who	Why YOU are making this, and WHO are you making this for
4. Visual style	Screens, gifs, concept art
5. Scope	Timeline, team size, budget
6. Call to action	What you’re asking for

“Stick to bullet points, and answer the 5 Ws: Who, What, Where, When, Why.”– GameDev.net

3. Tailor the Pitch to Your Audience

Not all publishers are created equal. Know who you’re pitching to.

“Do your research… Pitch to the publisher who creates content similar to your game.”– IndieDevGames.com

Look at:

• Games they’ve published

• Platforms they support

• Scope and art styles they prefer

• Their funding models (advance? revenue split? marketing help?)

Avoid mass-blasting. Each pitch should feel personal and informed.

4. What If You Don’t Have a Demo?

You’re not out of the game. A well-crafted pitch can still succeed without a build if it delivers:

• A bold, clear concept

• A tight visual direction

• A focused, realistic scope

• A talented, proven team

• A confident ask

Use this time to sell the vision. Use player-facing language. Show that you know what the game feels like to play, even if they can’t play it yet.

And once you do have something playable — even a 2-minute core mechanic test — share it. It doesn’t need to be on Steam. Use:

• Private itch.io links

• Google Drive builds

• Unlisted YouTube videos

Bonus: Tips from Devs Who’ve Done It

“Limit features, but don’t let room for imagination. Be clear. Don’t list everything — just what matters.”– Laurent Victorino, r/gamedev

“You’re not selling your game. You’re selling the belief you can finish your game.”– r/gamedev

“A pitch is an invitation to a conversation, not a sales job.”– r/gamedev

Final Thoughts

Pitching your indie game is intimidating. But it’s also a craft — and one you can learn. Whether you’ve got a vertical slice or just a big idea and a vision, your job is to communicate the heart of your game clearly, confidently, and concisely.

Start with a hook. Show what’s fun. Respect their time. And when in doubt — build the demo.

Here are some other great resources about creating a game pitch:

• How to Pitch a Game to Publishers and Get Accepted

• How to pitch your game to a publisher or anyone

• How to Pitch a Game and Not Suck