So, you’ve created a killer mobile game. The mechanics are in place, the art is polished, and the monetization model is ready—but how do you get it out to millions of players? That’s where mobile game publishers come in.
As game developers, we at Melior Games have seen firsthand how working with a publisher can increase your game’s success. In this article, we’ll take a closer look at what publishers do, the benefits of partnering with one, and share some practical tips on how to approach a mobile game publisher in the right way.
🎯 What Do Mobile Game Publishers Do?
Publishers essentially take care of the parts of game development and distribution that developers can’t or won’t do, so your game can reach its maximum potential. They usually bring the following to the table.
1. Funding
Many publishers provide upfront or milestone-based funding. This helps cover manufacturing costs, user engagement (UA), marketing, and sometimes even live operations and upgrades.
2. User engagement and marketing
Marketing is often the biggest challenge in mobile games. For UA campaigns, influencer collaborations, app store optimization (ASO), cross-promotion, and advertising tactics, publishers employ specialized teams.
3. Market Testing and Data Analysis
Before a full launch, publishers typically conduct market tests (such as CPI and retention testing) to assess how viable your game is. They provide feedback based on real data, not assumptions.
4. Distribution Power
In addition to distributing your game to new areas or platforms where your studio might not be present, publishers can include it in their portfolio and submit it to app stores for display.
5. Real-time operations and monetization support
Once your game is launched, publishers can help with content roadmaps, monetization optimization, A/B testing, and even customer support.
🚀 Benefits of Working With a Publisher
While there are benefits to self-publishing (such as greater freedom and a larger revenue share), working with a publisher has certain special advantages.
- Increased visibility: With the support of a publisher, your game is much more likely to be featured on the App Store or Google Play.
- Higher success rate: Games supported by seasoned publishers typically attract a larger user base and bring in more money.
- Pro tip: Publishers are not just money-making machines. They often act as strategic partners, helping to improve game design, monetization, and UX.
- Global reach: Leading publishers have the tools to localize and launch your game in new markets, including Asia, Latin America, and the Middle East.
🧭 How to Approach a Mobile Game Publisher
You need to demonstrate promise rather than just a good concept if you want a publisher to consider your game. Here are some insider tips to help you make a strong pitch.
1. Polish your pitch
Prepare a professional pitch that includes:
- Game concept and unique selling proposition (USP)
- Genre and target audience
- Monetization strategy
- Market benchmarks (CPI, 1/7 day retention, if available)
- Backend team
- Development timeline
2. Create a playable build or video
A vertical clip or even an early prototype has a greater impact than a slide show. Publishers want to experience the game, not just hear about it.
3. Do your research
Publishers are not all created equal. Seek out publishers who focus on your audience, genre, or geographic area. Review their portfolios and success stories.
4. Be transparent and realistic
Publishers value honesty. Be honest about what has been done and what is still in the works. Be upfront about your needs, expectations, and desired partnership structure.
5. Get involved early—but not too early
When you have some data (even from tiny tests) and at least a playable build, it’s ideal to approach publishers. Too early, and you have nothing to show for it. Too late, and you may have lost valuable support.
🧩 Final Thoughts
Working with a mobile game publisher isn’t necessary for every project. But it may be a game-changer for many independent studios and mid-sized teams. Publishers open doors that are otherwise closed, from funding to international expansion.
At Melior Games, we’ve worked with publishers and seen how their support can turn a great game into a global hit. Investigate publishing alternatives if you’re working on a mobile game with a lot of promise, but proceed with caution.
Your next step? Create something great, polish your pitch, and knock on the right doors.
Have questions about publishers or game development? Send us a message — we’re always happy to chat with other developers and creators.
