How Publishers Discover New Games: Lessons from Game Access 2026

Jun 1
2 min read

Another year of Game Access is behind us, and as always, it was packed with interesting conversations, new connections, and plenty of discussions about game development and publishing.

This year, Sail.Game hosted two sessions focused on one of the most common questions indie developers face:

How do you find the right publisher, and what do publishers actually look for?

How Publishers Really Discover New Games

During his talk, How Publishers Really Discover New Games, Vladimir Gersl shared insights from years of working with publishers, investors, and game studios.

One of the key takeaways was that the traditional approach of sending cold emails and hoping for a response is becoming less effective every year. Publishers receive hundreds of submissions every month, making visibility one of the biggest challenges for developers.

While there is no single formula for getting noticed, several factors consistently increase a game's chances:

A clear and concise pitch
A strong playable demo
A realistic production plan
Understanding which publishers are actually a good fit for the project
Building relationships before funding is needed

Perhaps most importantly, developers should remember that publishers are not only evaluating the game itself. They are also evaluating the team behind it and whether the project can realistically reach the market.

Publishing Mixer: Preparing for Publisher Conversations

Later in the day, Vladimir Gersl and Mikoláš Tuček hosted an interactive Publishing Mixer focused on helping developers prepare for publisher meetings.

The discussion covered topics such as:

Pitch decks
Demos
Budget planning
Production timelines
Market positioning
Common mistakes during publisher outreach

What made the session particularly valuable was the opportunity for developers to discuss their own projects and ask specific questions related to their current challenges.

One recurring theme was preparation. Many developers focus heavily on the game itself but underestimate the importance of clearly communicating the project's vision, scope, target audience, and business potential.

Publishers are not simply looking for good games. They are looking for projects they can confidently invest in and help bring to market.

A Growing Interest in Publishing Education

One thing that stood out throughout the event was the growing demand for practical publishing knowledge.

Developers today have access to more tools and opportunities than ever before, but navigating the publishing landscape remains challenging. Questions about funding, pitching, market fit, and publisher selection continue to come up in almost every conversation.

This is one of the reasons Sail.Game exists. Our goal is to help developers better understand the publishing ecosystem and connect with partners who are genuinely relevant to their projects.