Consider These Variables When Determining Whether To License Or Go Solo With Your Invention, By April Mitchell
DO YOU have an idea for a game or one that is ready for production, and you aren’t sure whether you want to license or selfpublish it?
If you’re not into making games, that’s OK. Have a read anyway, because this information can be applied to several industries.
When you license, the company you license with publishes the game and sells it. I have licensed several games. Family games. Party
games. Light strategy games. Outdoor games. But until now, I have not embarked on the journey of self-publishing a game: having it manufactured on my own by having professional artwork done, selecting a factory to print it, and then selling it for retail.
I have thought about self-publishing a game for a while and would like to learn more about the manufacturing process, taking
a game from idea to retail. As I slowly make my way to selfpublishing a game this year,
I’d like to share with you what I am learning—so you, too, may feel empowered to self-publish your game or invention.
Experts’ checklist
I have always valued the importance of gaining wisdom and feedback from others who have experience with something that I do not. Experienced game designers who have self-published have different perspectives and possibilities I may not have considered.
Though I am a professional game designer and often think of some of these questions or similar questions, the questions below came up in a recent conversation with a game designer friend with self-publishing experience. They may get you thinking differently about your game or its makeup.
• Can these pieces or game components be made of cardboard or even playing cards, instead of the current material?
• How can you keep costs down while keeping the gameplay and experience the same?
• What is a special or unique way to package and/or market this game?
• How can it jump off the shelf or stop someone from scrolling online?
• What are the unique features it has, or something new or tactile it can come with, to set it apart from other games that may be similar?
• Think about who will be buying this game. Kids might think the theme is funny, but will Mom or Grandma buy the game with the current theme—and how can you appeal to them and not just the end user?
• Is the name of the game catchy, fun, or unique?
• On which platforms do you plan on selling?
I narrowed down my game concepts to what I think are my top two best ideas to self-publish.
This is based on reactions from other publishers, numerous playtests, and feedback from other game designers and friends in the industry with various experiences.
As I shared these top two ideas with a friend recently, showcasing the current sizzle videos, he suggested a “what if” idea to make the game easier to manufacture and less expensive to produce.
He said my product could be made into a card game, keeping the exact same gameplay and theme—and if it does well with sales, a “deluxe” version with the tactile pieces/game components could be manufactured and sold.
I had never thought about the card game idea, but one of my game’s great aspects is that it’s very tactile and has a great table presence.
I had been stuck on the notion that the game had to have the original components I designed it with and have been using all along. This game was once licensed to a company, but the deal fell through when it could not find the correct game components.
My designer friend’s suggestion to change the material to cards has made a big difference: There would be less safety testing; it would cost less to manufacture and ship; and the margin of cost of goods to retail would be much more profitable. A win on several accounts!
A game-changer
Having someone in your corner who is brave enough to share his or her thoughts and suggestions can make all the difference between a product failing or succeeding.
My revised plan is not only doable but presents a more efficient, versatile and potentially profitable possibility.
Always seek help and feedback from those who’ve been where you are. It can change the trajectory of your product.