#34 - Bobby Wertheim: Why Game Publishing in 2025 Is Broken for Indies - Funding, Pitching & Surviving the Market

2025 Indie Game Publishing Playbook w/ Bobby Wertheim

Looking to land a publishing deal for your indie game in 2025?

In this episode, veteran game scout Bobby Wertheim breaks down the chaotic state of game publishing, what publishers are really looking for, and how devs can stand out in a saturated market.

We cover everything from pitch mistakes, proving product-market fit, and surviving in an era where 85% of playtime goes to older games.

This is a practical, unfiltered guide every game dev should hear before pitching.

- Learn how to navigate publisher expectations
- Discover why early access can hurt your chances
- Hear real-world funding advice and event strategies
- Understand what “product-market fit” actually means for games
- Insider tips from someone who signs deals today

Connect with Bobby:
LinkedIn: https://www.linkedin.com/in/bobby-wertheim-00700/
Website: https://www.kandofactory.com/
Bluesky: https://bsky.app/profile/kandofactory.bsky.social

Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou

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Chapters:
00:00 Intro
02:15 Why the 2025 games market is brutal
04:28 Bobby’s background and experience as a game scout
06:00 The evolution of the games market: arcade to digital
07:59 The “Old Game Problem” and storefront saturation
11:03 Are most of the 19,000 games on Steam any good?
13:33 Decline of investment and the end of free money
18:00 Publisher risk explained: why their stakes are higher than you think
21:52 Rev share, funding realities, and deal structures
27:55 What publishers want to see in 2025 (not paper pitches)
31:47 How much money can indie devs really get in 2025?
33:21 How to fund development before approaching publishers
39:00 Early access: why it can hurt your pitch
43:47 How to rise to the top of the submission pile
46:50 Should you work with a game agent?
49:30 Why doing market research is non-negotiable
48:50 Why most devs pitch too early and get ghosted
50:52 Research the publisher: tailor your pitch and get feedback
55:25 Your “3 tries” rule with publishers
55:55 Smart strategies for events and pitching
01:01:00 Where to find Bobby & wrap-up

#GameDev #IndieGames #GamePublishing #SteamGames #PitchToPublishers