Interview conducted on the occasion of WGW with Jacob Ryłko of IMGN.PRO
Jimmy: Why a turkey publisher?
Jakub Ryłko: Let’s start with what turkeys are. These are usually small, independent development studies with limited human and financial resources. They consist of enthusiasts, who, as shown by history, are able to create great titles, and with their independence can introduce interesting and unusual ideas.
Often in addition to people who are great at creating games, they lack in such studios of individuals who can sell the production they create. Indie scene in the world is going through a big boom, practically anyone with minimum skills can create their own game, thanks to free engines like the EU or Unity, so the entry threshold in the industry has fallen significantly in recent years. The market is flooded with hundreds or even thousands of games per month. Combining these two things: the lack of efficient marketers and the deluge of games, makes it hard to penetrate and achieve commercial success.
J: What do you help, inter alia, in marketing activities?
JR: Among others and above all, however, the relationship between the developer and the Publisher is a broad topic. The publisher may, above all, finance or co-finance production in the event that the Turkey has a cool idea but lacks the funds. The Publisher can submit a technological contribution, support the experience, give care to the manufacturer.
Still mentioned marketing:
Marketing and lead activities require full-time work and small studies usually cannot afford to hire someone who would these things. Even if you employ someone from these matters, then probably his actions will not be as effective as the action of the publisher, who already has experience in these cases, knows how to talk to the media, where to hit.
We show games that we around the world. Along with the Devas we go to various national events such as WGW, or PGA, as well as the biggest events-PAX, E3, Gamescom. For Turkey this would be a great organizational and financial challenge. We off them the burden of preparing for such events. There is also no need to worry about funding these trips. It must be remembered that the fair often needs to create a special build of the game, which will show its corresponding fragment-this is the task lies with the devas, but also takes time.
J: anything else?
JR: The entire distribution process. Today you can publish the game on Steam for a small fee. However, this is just a piece of cake. We have many different distribution platforms. We have signed agreements with many local distributors in the USA, South America or China. At the time of release, our games automatically land on them.
We also strongly promote a rather seemingly archaic method of distribution, which is a boxed release. However, we see here still great potential. It is a cool market, which we have already well landscaped-we have many partners in the world, m.in. In Russia, Japan, in the states, where our games appear in the boxes in Walmarcie. Aside from the sales value, having a boxed release brings with it a prestige.
J: What is the publisher of this collaboration?
JR: I don’t have a good answer, because in IMGN each contract is tailor-made. It is possible that there are publishers who have some standard agreements, but we do not belong to them. We only work with studies whose ideas are pleasing to us, as we are also players. Each contract is different, because our commitment is different with every production. The whole meaning of going into the layout with the publisher is that we take part of the cake, but this part, which after the division is for the developer is still greater than, what would to earn it yourself. You also need to remember the other things that the publisher brings.
J: How do you choose the game? Is it worth to go only with a great idea, or do you need something more?
JR: This idea is a little bit too little. Mass of people now has good ideas. If you are a developer and are looking to collaborate with a publisher, you need to prepare a presentation of your game. Even if you don’t have a functional prototype yet, you have to have GDD. Then even despite the lack of a prototype, the publisher is able on the basis of this document to see your vision with a structured way. Prepare graphics, study information and, above all, estimate the budget you need and the time you need to create the game. These things are necessary so that we can talk seriously about the particulars.