What is self-publishing in the gaming and SaaS industry?

Self-publishing in the gaming and software market refers to developers creating and selling their products on their own without collaborating with a publisher. This involves managing the entire lifecycle of the product, from the actual production of the video game to setting the price and preparing the marketing strategy.

Video game self-publishing gives the developer full control over the product, but it comes with the responsibility of managing complex operations like payments, security, and compliance with industry regulations. 

Video game self-publishing has changed because of the availability of accessible development tools, digital stores, and online game distribution.

The option to sell directly to customers allows game creators to release their products and SaaS developers commercialize their apps via subscriptions.

Game self-publishing is a valid option for developers because it represents direct access to potential customers. Additionally, when choosing self-publishing, developers are not bound to respect platform rules or the publisher’s approval.

Ownership is another reason why self-publishing is growing in popularity. Game developers can retain access control over the product itself, the pricing models, and most importantly, customer relationships. This is relevant because it can facilitate the development of long-term relationships with your customers, sustain future marketing strategies, or discount practices.

Traditional publishers or platforms offer the funding, access to audience and infrastructure, but take a greater share of the developer’s independence and of their profits.

Self-publishing allows the developer to maintain control and more of their earnings, but it exposes them to a number of time-consuming operational processes.

Here are the pros and cons of self-publishing:

The short answer is: yes, self-publishing is a possible route for individual developers or small indie game teams.

However, to succeed, both SaaS founders and game developers need to focus on specific niches, set realistic goals, and collaborate with third parties that can take on the operational responsibility of selling games and software worldwide.

To start on the self-publishing route, game developers should follow these steps:

1. Build a unique value proposition: Specify what makes your game or software different from the competition. 
2. Develop a product you can scale: Make sure that your product can sustain growth, various updates, and customer support. 
3. Decide how you want to handle distribution: Consider your options and decide whether you want to sell on your own, through a platform, or both. 
4. Create a marketing approach: Work with influencers, invest in a website, SEO, communities, or social media management. 
5. Engage users continuously: Feedback loops and regular updates build loyalty and long-term retention.

Staying relevant and authentic are two important traits of a self-publisher’s marketing strategies. Here are a few examples of tactics developers can try:

• Collaborate with content creators, followed by your audience
• Keep an active profile on dedicated communities or platforms like Discord
• Optimize your website or online store to remain visible
• Share educational content 
• Use free trials and discounts
• Invest in adequate user onboarding