In a recent interview with Pirate Software’s Jason ‘Thor’ Hall, Tim Bender, CEO of Hooded Horse, shared his strong preference for developers to avoid traditional publishing companies and consider self-publishing instead.
Bender expressed deep skepticism about the majority of publishers, suggesting that he would personally steer clear of 90% of them. His stance is rooted in the belief that developers can often manage their own marketing and publishing efforts more effectively than these publishers, given the right resources and knowledge.
Bender argues that developers who are willing to invest time in learning about marketing and publishing can significantly outperform many existing publishers. He emphasizes that developers can achieve a level of proficiency in promoting their games that surpass the capabilities of most publishers.
This self-sufficiency not only reduces costs but also enhances the personal investment and care developers have in their game’s success.
According to Bender, one of the major advantages of self-publishing is the ability for developers to avoid the common pitfalls associated with publishers. He criticizes publishers for sometimes misrepresenting a game to fit a different, more marketable niche, which can lead to mismatches between the game’s true nature and its marketed image.
This misalignment often detracts from the game’s success and can be avoided if developers handle their own marketing.
Bender also highlights the financial and motivational benefits of self-publishing. Developers who take control of their own marketing efforts not only save money but are also more invested in their project’s success. This dedication can lead to better decision-making and a more authentic representation of the game, which is often compromised by publishers’ desire to align the game with market trends.
Bender advocates for self-publishing as a viable and advantageous route for developers, provided they are prepared to learn and adapt.
His view is partially influenced by negative experiences with traditional publishing contracts, where publishers often prioritize recouping their investments before sharing profits with developers. This cautionary stance underscores his belief that developers are better off managing their own paths in the industry.
