Plan for Andy Schatz
by Andy Schatz · 09/15/2005 (6:12 pm) · 17 comments
Screenshots at the bottom if you don't care to read
One of the things I'm really proud of regarding Wildlife Tycoon: Venture Africa is that while I wanted to make a game that I thought was cool, I also wanted to make something that would satisfy an underrepresented niche. There were very few good downloadable tycoon games out there, so I decided to make an ecosystem tycoon game.
It has paid off. We've been lucky enough to have a number of publishers appoach us out of the blue about publishing our game. They mostly ask us to submit our product for review, along with a publishing proposal, or something of the sort. I probably would have had little idea where to begin with something like that if I hadn't had some experience writing pitches at my previous job.
Anyways, there's probably a lot of you that would like to try to get your game published, but don't know what a pitch like that should look like. While I am no master on the subject, I thought I would post here what one MIGHT look like. Also, keep in mind, that every pitch is different, depending on the publisher, the stage of the talks, etc.
Hopefully, we'll close a deal with one of these publishers soon.
Of course, all the formatting has been removed, since the original was in Word format.
[PUBLISHER LOGO REDACTED]
Publishing Proposal
Wildlife Tycoon: Venture Africa
September, 2005
For more information, please contact Andy Schatz at
ajschatz@pocketwatchgames.com
or go to www.wildlifetycoon.com
Executive Summary
Thank you for the opportunity to present you with a proposal for publishing Wildlife Tycoon: Venture Africa. Everyone at Pocketwatch Games is a true believer in this product, and we are confident that it will appeal to a very broad audience.
Pocketwatch Games wants to bring this product to as many customers as possible, and we are eager to enter into a relationship with [PUBLISHER] in order to access the European retail market.
While this proposal outlines the PC and Mac SKUs, we are also looking for a publisher to fund development of a Nintendo DS SKU and an Xbox SKU to be distributed over Xbox Arcade.
About the Game
Wildlife Tycoon: Venture Africa is an innovative take on the Tycoon genre. Players trade flowers to build diverse ecosystems with 11 different animals of the African Savannah.
In addition to the building aspects of the game, players can "Be the Animal". Take control over a zebra and feed it to a pack of lions, lead a great wildebeest migration across crocodile-filled rivers, or circle above a starving elephant as a devious vulture.
Players earn jewels for maintaining balanced ecosystems that allow them to bring rain to the desert or turn a dry mudflat into a teeming oasis.
The complete version of Wildlife Tycoon: Venture Africa includes 11 animals, 25 Story Mode levels, 15 sandbox levels, 3 levels of difficulty, and tons of unlockable content. Internet Multiplayer will be available for console and handheld SKUs.
Wildlife Tycoon: Venture Africa was recently previewed in MacAddict, and it was selected by GameTunnel as the Simulation that the editorial board was looking forward to most in the second half of 2005.
Proposal
Development Values
Pocketwatch Games has a strong sense of development values which we would expect to continue should we enter into a relationship with a publisher. They consist of:
-Flexibility: Sane deadlines and willingness to postpone work so long as it fits within the shipping schedule
-Iterative development: Get the basics done first, postpone polish until gameplay solidifies
-Communication: Frequent communication with all parties via email, Instant Messenger, or telephone
-Eliminate unnecessary work: Reduce the amount of "throw-away" work and focus on high-priority items first
What we are asking for...
1. Pocketwatch Games would grant [PUBLISHER] exclusive retail distribution of a PC and Mac SKU in applicable European retail channels.
2. [PUBLISHER] would provide full localization support, with minimal impact on the English SKU's development schedule
3. [PUBLISHER] would provide QA resources for non-English SKUs to finalize game
4. [PUBLISHER] would create box art, CD art, game manual copy and art (with input from Pocketwatch Games)
5. [PUBLISHER] would be responsible for submission to any required video game ratings groups
6. [PUBLISHER] and Pocketwatch Games can work together on a PR campaign for previews, interviews, etc.
7. [PUBLISHER] would fund and design any print ads in European periodicals
Royalty Split
Pocketwatch Games needs no money up front to fund completion of a PC and Mac English SKU. Also, since the game is nearly complete, and so there is virtually no risk in failing to ship the game. However, [PUBLISHER] will want some protection in case the game doesn't do well, and so we are proposing the following incremental royalty schedule:
-English SKU:
Under 500 units sold:
[PUBLISHER] would receive [ROYALTY VALUE REDACTED]
Pocketwatch Games would receive [ROYALTY VALUE REDACTED]
500-5000 units sold:
[PUBLISHER] would receive [ROYALTY VALUE REDACTED]
Pocketwatch Games would receive [ROYALTY VALUE REDACTED]
5000+ units sold:
[PUBLISHER] would receive [ROYALTY VALUE REDACTED]
Pocketwatch Games would receive [ROYALTY VALUE REDACTED]
-Non-English SKUs
Under 500 units sold:
[PUBLISHER] would receive [ROYALTY VALUE REDACTED]
Pocketwatch Games would receive [ROYALTY VALUE REDACTED]
500-5000 units sold:
[PUBLISHER] would receive [ROYALTY VALUE REDACTED]
Pocketwatch Games would receive [ROYALTY VALUE REDACTED]
5000+ units sold:
[PUBLISHER] would receive [ROYALTY VALUE REDACTED]
Pocketwatch Games would receive [ROYALTY VALUE REDACTED]
Schedule
Pocketwatch Games expects to ship the downloadable PC version of Wildlife Tycoon: Venture Africa through the Trymedia network on October 15. The downloadable Mac version is scheduled to ship on November 15.
The only additional technology that will be developed for the retail version is that copy-protection must be re-implemented currently, we use Trymedia's online activation system for security.
Unfortunately, a pre-Christmas retail launch date is probably not realistic without compromising the launch of the downloadable version. Depending upon the speed of closure of this deal, the speed of [PUBLISHER] localization, QA, and retail product design teams, and the speed of the European retail distribution channels, we could get this product onto the shelves as soon as January. We propose the following milestone schedule to meet that goal:
-November 20 English copy finalized and sent to localization
-November 27 English SKU (PC) submitted to QA for testing
-December 10 English SKU (Mac) submitted to QA for testing
-December 15 English SKU (PC) Release Candidate submitted
-January 10 English SKU (PC) Gold
-January 15 English SKU (Mac) Release Candidate submitted
-February 10 English SKU (Mac) Gold
Schedule for non-English SKUs is highly dependent upon the speed of [PUBLISHER] resources, and so we will let you define this schedule.
About the Company
The 'Discovery Channel' of Games
Pocketwatch Games is dedicated to creating high quality, low-cost, 'discovery' entertainment for a broad, family-friendly market. Our games are thought-provoking adventures in which people of all ages can explore exotic, real-world locations and expand their knowledge of the world around them.
The 'Venture' Brand
The title Wildlife Tycoon: Venture Africa introduces the 'Venture' brand to the public. The title for the flagship game gains familiarity through the use of the un-Trademarked 'Tycoon' tag. Later releases within this brand will drop the word 'Tycoon' and use 'Venture' as the familiarizing word in the title.
About the Founder
Andy Schatz started Pocketwatch Games in December of 2004 as a tiny development house competing within the emerging market of casual games. Andy's background is diverse he majored in computer science and fine arts at Amherst College, he won several marketing awards for the company e-tractions in 2000 and 2001, and he has spent 5 years in the commercial video game industry as a programmer, designer, and development director. His work at Presto Studios on the first ever online console game, Whacked!, became the basis for Microsoft's white paper on Recommended User Interface Design, and as a contractor, Andy helped ship two AAA titles for Electronic Arts. Andy recently wrote an article that was published in Game Developer Magazine, entitled From Conception to Profit: The Life and Times of Indie Game Development Companies.
Staff
Pocketwatch Games is an "indie" game company, but it is filled with experienced talent. Employees have been credited on Myst III, Medal of Honor: Breakthrough, XMen 2 (the movie), and more. Currently, all employees are contractors, aside from the founder, but the company hopes to eventually employ a small staff of full-time developers.
Development Screenshots
One of the things I'm really proud of regarding Wildlife Tycoon: Venture Africa is that while I wanted to make a game that I thought was cool, I also wanted to make something that would satisfy an underrepresented niche. There were very few good downloadable tycoon games out there, so I decided to make an ecosystem tycoon game.
It has paid off. We've been lucky enough to have a number of publishers appoach us out of the blue about publishing our game. They mostly ask us to submit our product for review, along with a publishing proposal, or something of the sort. I probably would have had little idea where to begin with something like that if I hadn't had some experience writing pitches at my previous job.
Anyways, there's probably a lot of you that would like to try to get your game published, but don't know what a pitch like that should look like. While I am no master on the subject, I thought I would post here what one MIGHT look like. Also, keep in mind, that every pitch is different, depending on the publisher, the stage of the talks, etc.
Hopefully, we'll close a deal with one of these publishers soon.
Of course, all the formatting has been removed, since the original was in Word format.
[PUBLISHER LOGO REDACTED]
Publishing Proposal
Wildlife Tycoon: Venture Africa
September, 2005
For more information, please contact Andy Schatz at
ajschatz@pocketwatchgames.com
or go to www.wildlifetycoon.com
Executive Summary
Thank you for the opportunity to present you with a proposal for publishing Wildlife Tycoon: Venture Africa. Everyone at Pocketwatch Games is a true believer in this product, and we are confident that it will appeal to a very broad audience.
Pocketwatch Games wants to bring this product to as many customers as possible, and we are eager to enter into a relationship with [PUBLISHER] in order to access the European retail market.
While this proposal outlines the PC and Mac SKUs, we are also looking for a publisher to fund development of a Nintendo DS SKU and an Xbox SKU to be distributed over Xbox Arcade.
About the Game
Wildlife Tycoon: Venture Africa is an innovative take on the Tycoon genre. Players trade flowers to build diverse ecosystems with 11 different animals of the African Savannah.
In addition to the building aspects of the game, players can "Be the Animal". Take control over a zebra and feed it to a pack of lions, lead a great wildebeest migration across crocodile-filled rivers, or circle above a starving elephant as a devious vulture.
Players earn jewels for maintaining balanced ecosystems that allow them to bring rain to the desert or turn a dry mudflat into a teeming oasis.
The complete version of Wildlife Tycoon: Venture Africa includes 11 animals, 25 Story Mode levels, 15 sandbox levels, 3 levels of difficulty, and tons of unlockable content. Internet Multiplayer will be available for console and handheld SKUs.
Wildlife Tycoon: Venture Africa was recently previewed in MacAddict, and it was selected by GameTunnel as the Simulation that the editorial board was looking forward to most in the second half of 2005.
Proposal
Development Values
Pocketwatch Games has a strong sense of development values which we would expect to continue should we enter into a relationship with a publisher. They consist of:
-Flexibility: Sane deadlines and willingness to postpone work so long as it fits within the shipping schedule
-Iterative development: Get the basics done first, postpone polish until gameplay solidifies
-Communication: Frequent communication with all parties via email, Instant Messenger, or telephone
-Eliminate unnecessary work: Reduce the amount of "throw-away" work and focus on high-priority items first
What we are asking for...
1. Pocketwatch Games would grant [PUBLISHER] exclusive retail distribution of a PC and Mac SKU in applicable European retail channels.
2. [PUBLISHER] would provide full localization support, with minimal impact on the English SKU's development schedule
3. [PUBLISHER] would provide QA resources for non-English SKUs to finalize game
4. [PUBLISHER] would create box art, CD art, game manual copy and art (with input from Pocketwatch Games)
5. [PUBLISHER] would be responsible for submission to any required video game ratings groups
6. [PUBLISHER] and Pocketwatch Games can work together on a PR campaign for previews, interviews, etc.
7. [PUBLISHER] would fund and design any print ads in European periodicals
Royalty Split
Pocketwatch Games needs no money up front to fund completion of a PC and Mac English SKU. Also, since the game is nearly complete, and so there is virtually no risk in failing to ship the game. However, [PUBLISHER] will want some protection in case the game doesn't do well, and so we are proposing the following incremental royalty schedule:
-English SKU:
Under 500 units sold:
[PUBLISHER] would receive [ROYALTY VALUE REDACTED]
Pocketwatch Games would receive [ROYALTY VALUE REDACTED]
500-5000 units sold:
[PUBLISHER] would receive [ROYALTY VALUE REDACTED]
Pocketwatch Games would receive [ROYALTY VALUE REDACTED]
5000+ units sold:
[PUBLISHER] would receive [ROYALTY VALUE REDACTED]
Pocketwatch Games would receive [ROYALTY VALUE REDACTED]
-Non-English SKUs
Under 500 units sold:
[PUBLISHER] would receive [ROYALTY VALUE REDACTED]
Pocketwatch Games would receive [ROYALTY VALUE REDACTED]
500-5000 units sold:
[PUBLISHER] would receive [ROYALTY VALUE REDACTED]
Pocketwatch Games would receive [ROYALTY VALUE REDACTED]
5000+ units sold:
[PUBLISHER] would receive [ROYALTY VALUE REDACTED]
Pocketwatch Games would receive [ROYALTY VALUE REDACTED]
Schedule
Pocketwatch Games expects to ship the downloadable PC version of Wildlife Tycoon: Venture Africa through the Trymedia network on October 15. The downloadable Mac version is scheduled to ship on November 15.
The only additional technology that will be developed for the retail version is that copy-protection must be re-implemented currently, we use Trymedia's online activation system for security.
Unfortunately, a pre-Christmas retail launch date is probably not realistic without compromising the launch of the downloadable version. Depending upon the speed of closure of this deal, the speed of [PUBLISHER] localization, QA, and retail product design teams, and the speed of the European retail distribution channels, we could get this product onto the shelves as soon as January. We propose the following milestone schedule to meet that goal:
-November 20 English copy finalized and sent to localization
-November 27 English SKU (PC) submitted to QA for testing
-December 10 English SKU (Mac) submitted to QA for testing
-December 15 English SKU (PC) Release Candidate submitted
-January 10 English SKU (PC) Gold
-January 15 English SKU (Mac) Release Candidate submitted
-February 10 English SKU (Mac) Gold
Schedule for non-English SKUs is highly dependent upon the speed of [PUBLISHER] resources, and so we will let you define this schedule.
About the Company
The 'Discovery Channel' of Games
Pocketwatch Games is dedicated to creating high quality, low-cost, 'discovery' entertainment for a broad, family-friendly market. Our games are thought-provoking adventures in which people of all ages can explore exotic, real-world locations and expand their knowledge of the world around them.
The 'Venture' Brand
The title Wildlife Tycoon: Venture Africa introduces the 'Venture' brand to the public. The title for the flagship game gains familiarity through the use of the un-Trademarked 'Tycoon' tag. Later releases within this brand will drop the word 'Tycoon' and use 'Venture' as the familiarizing word in the title.
About the Founder
Andy Schatz started Pocketwatch Games in December of 2004 as a tiny development house competing within the emerging market of casual games. Andy's background is diverse he majored in computer science and fine arts at Amherst College, he won several marketing awards for the company e-tractions in 2000 and 2001, and he has spent 5 years in the commercial video game industry as a programmer, designer, and development director. His work at Presto Studios on the first ever online console game, Whacked!, became the basis for Microsoft's white paper on Recommended User Interface Design, and as a contractor, Andy helped ship two AAA titles for Electronic Arts. Andy recently wrote an article that was published in Game Developer Magazine, entitled From Conception to Profit: The Life and Times of Indie Game Development Companies.
Staff
Pocketwatch Games is an "indie" game company, but it is filled with experienced talent. Employees have been credited on Myst III, Medal of Honor: Breakthrough, XMen 2 (the movie), and more. Currently, all employees are contractors, aside from the founder, but the company hopes to eventually employ a small staff of full-time developers.
Development Screenshots
About the author
#2
09/15/2005 (7:05 pm)
looks better every time I see it! 
#3
09/15/2005 (7:32 pm)
Hey, thanks for posting your "publisher pitch" template! Always nice to have somewhere to start with something like that.
#4
09/15/2005 (7:49 pm)
@Chris- You're welcome! Yes, my version of the template is actually a stripped down version from the template from my previous job, which was just a copy of a template from another place. It's a lot easier to write this sort of thing if you have an example!
#5
09/15/2005 (7:51 pm)
Shit, that's a cute rabbit! 
#6
Thank you for sharing the publishing proposal outline. Would you respond with this to each of the publishers that approached you and see which would offer you the best (for your particular situation) offer?
It looks as though it's setup so you can easily ask for the same thing from each publisher. Asking them to meet your needs and not so much for them to offer you what they can do for you. Maybe we (as Indies in general) aren't quite in the position to have them "bid" on us...
Just out of my own curiosity, do you think an Indie with a product such as yours (which is quite sellable, I like it) should consider opening the game up for "bids"? Maybe the industry doesn't even work that way. Please keep us updated on how things go :]
09/15/2005 (7:51 pm)
Andy, Thank you for sharing the publishing proposal outline. Would you respond with this to each of the publishers that approached you and see which would offer you the best (for your particular situation) offer?
It looks as though it's setup so you can easily ask for the same thing from each publisher. Asking them to meet your needs and not so much for them to offer you what they can do for you. Maybe we (as Indies in general) aren't quite in the position to have them "bid" on us...
Just out of my own curiosity, do you think an Indie with a product such as yours (which is quite sellable, I like it) should consider opening the game up for "bids"? Maybe the industry doesn't even work that way. Please keep us updated on how things go :]
#7
09/15/2005 (7:52 pm)
fantastic work, andy. you are truly a leader in this community. thanks so much for opening what are otherwise closed doors and sharing. it's been awesome watching this game progress! and by progress I don't mean just the development but everything, the marketing, the deal-making, etc. it's such valuable information to see.
#8
@Unsung - Well, it really depends on the situation. We've had 5 different publishers contact us at different points during our development schedule. Some of them we liked, and some we thought were not quite as valuable to us. In general, you want to make more demands of the ones that matter less to you, since you care less if the deal falls through. However, a pitch like this is always just a starting point in the conversation, so you want to make sure you ask for everything you want (and more). As for opening the game up for "bids", usually, the way it works is that you pursue each deal individually, and then you select the best one[s] for you and your company. I haven't seen anyone try an open auction situation like the one I *think* you are suggesting.
@Joshua - Thanks! Although a leader... bah, I spend too much time whining on the forums about transparency flags and audio bugs to be described as a leader :)
09/15/2005 (7:59 pm)
@Stefan - It's *Mr.* Rabbit, to you!@Unsung - Well, it really depends on the situation. We've had 5 different publishers contact us at different points during our development schedule. Some of them we liked, and some we thought were not quite as valuable to us. In general, you want to make more demands of the ones that matter less to you, since you care less if the deal falls through. However, a pitch like this is always just a starting point in the conversation, so you want to make sure you ask for everything you want (and more). As for opening the game up for "bids", usually, the way it works is that you pursue each deal individually, and then you select the best one[s] for you and your company. I haven't seen anyone try an open auction situation like the one I *think* you are suggesting.
@Joshua - Thanks! Although a leader... bah, I spend too much time whining on the forums about transparency flags and audio bugs to be described as a leader :)
#9
09/15/2005 (8:28 pm)
I had meant more along the lines of the lines of asking the prospective publishers Individually along the lines of "What are you able to offer me that I won't get from another publisher?" or "We've been offered X deal elsewhere, I do like your company, can you do anything else for me?" . Not so much an open auction. *shakes his head*
#10
09/15/2005 (8:43 pm)
@Unsung- Ok, I get what you mean now. Well, we haven't been offered anything yet, but yes, if we get more than one offer, that's certainly what we'll do. The pitches I have sent off all are actually remarkably different, depending upon what the company does (reatil North America, Asia, Europe, consoles publishing, handheld, online distribution, etc)
#11
09/15/2005 (8:44 pm)
Wow Andy, your pitch template is totally invaluable. If I had this when I took my Game Research and Planning class, it would have simplified by business pitch exponentially. Thanks for sharing your expertise with the rest of us, the general attitude of sharing in this community is one of the things that makes it great.
#12
09/15/2005 (8:50 pm)
Actually, I have a question about your royalty split. From your experience, what would you say would be an average royalty split between developer and publisher for a starting point. I assume that the fewer games sold, the larger portion the publisher takes, at least until they make back their investment. So, would you be able to tell me what would be the normal split to start with (the fewest sold category)? 
#13
09/15/2005 (9:46 pm)
Awesome screenshots!
#14
09/15/2005 (10:14 pm)
@Anthony- For large-scale commercial games where the publisher funds most of the development, royalties to the developer tend to be around 5-18 percent, after costs are made back. But again, this is entirely subject to the nature of the deal.
#15
09/15/2005 (11:31 pm)
Wildlife Tycoon Venture Africa... it's my 3 match animal puzzle game the 3d version! Cool! :P
#16
09/15/2005 (11:41 pm)
HA!
#17
09/16/2005 (1:59 am)
Very nice game and a very nice contribution on the publisher proposal ;)
Torque Owner Vashner