The pros and cons of self-publishing vs pitching your board game to a publisher
Photo by Aksel Fristrup on Unsplash
Should you self-publish your board game or pitch to a publisher?
Many game designers who come to us are passionate amateurs, creating games for fun or their gaming clubs. Others—perhaps you, if you're reading this—have bigger ambitions. If you want to turn your game into a business, the big question is: Should you self-publish or pitch to a publisher?
We wish there were a simple answer, but it depends on your skills, experience, ambitions, and budget. Some designers sell their games to big publishers like Asmodée, Hasbro, or Ravensburger, while others build successful independent brands. But for every success story, there are rejections and financial losses.
So, how do you decide? While we can't tell you which path to take, we can lay out the pros and cons of both options. With the facts in front of you, you'll be better equipped to make the right choice.
The pros of self-publishing your board game
Complete creative control
When you self-publish, you maintain full control over your game. Many designers regret selling to big publishers when their vision gets reshaped beyond recognition. With self-publishing, no corporate executives interfere—you decide every detail.
Build your own trusted team
Even as an indie, you'll need collaborators: artists, graphic designers, play-testers, and a reliable game manufacturer. If you go with a publisher, you'll have no say in who works on your game. But as a self-publisher, you choose your team and maintain creative synergy.
Your name on the box
If fame matters to you, self-publishing is the way to go. Publishers rarely credit designers visibly, while as a self-publisher, you can proudly display your name on every copy sold.
You keep the profits
A salaried game designer earns around $80,000 annually. If you freelance for a publisher, you'll likely earn royalties of about 5% per sale. But as a self-publisher, you pocket 100% of the profits—if your game sells well. And that's a big if.
The cons of self-publishing your board game
It's a business, not just a game
To succeed, you need business and marketing skills. You'll be handling sales, advertising, customer service, and financial management—not just game design.
A major time investment
Running a self-publishing business means less time for creativity. You'll be managing websites, networking, attending trade fairs, taking orders, shipping games, handling customer support, and balancing finances. It can be rewarding, but it's a full-time job.
The pros of selling your game to a publisher
More time to design
With a publisher handling production, marketing, and distribution, you're free to focus on what you love—designing more games.
A better game (possibly)
Publishers know what sells. While their changes may alter your vision, they often improve gameplay and increase marketability. A game that sells thousands of copies under a publisher may be better than one that never finds an audience.
Career opportunities
Selling a game to a publisher gets your foot in the industry's door. It increases your chances of getting future deals, and if you prove your worth, it could lead to an in-house position.
The cons of selling your game to a publisher
Loss of creative control
Once a publisher buys your game, they own it. They'll make changes as they see fit, and you won't have the final say.
Tough industry & frequent rejections
Getting a game accepted by a publisher is difficult. Rejections are common, and you'll need thick skin to keep trying. Even if you get a deal, royalties are often low, and income can be unpredictable.
No guaranteed career stability
Unless you land a salaried position, freelancing for publishers means an inconsistent income. Many designers have other jobs to sustain themselves between projects.
FAQs: Self-Publishing vs. Pitching to a Publisher
Costs vary depending on components, artwork, and manufacturing. A small print run might cost a few thousand dollars, while a large production can run into tens of thousands. Crowdfunding platforms like Kickstarter can help raise funds.
Research publishers that align with your game's genre. Attend conventions, enter design contests, and network in game design communities. Many publishers accept direct submissions, but competition is fierce.
Only a small percentage of designers earn a full-time income. Most supplement their earnings with freelance work, day jobs, or other creative projects.
Yes! Some designers self-publish to build an audience and prove market demand before pitching to publishers. If your game sells well independently, it may attract publisher interest.
A small print run of 500-1,000 copies is a safe starting point. If demand grows, you can print more. Printing too many copies upfront can lead to excess inventory and financial loss.
Yes. Publishers expect a high-quality prototype that showcases gameplay, components, and artwork. It doesn't have to be final, but it should be polished enough to demonstrate your vision.
It depends. A self-published game can take 6-18 months to develop, manufacture, and distribute. A game pitched to a publisher may take years before reaching store shelves.
What's your next move?
There's no universal win condition in this game. Whether you self-publish or pitch to a publisher, you'll need a professional prototype. At QinPrinting, we specialize in board game printing, manufacturing, and custom components. Let's bring your game to life—contact us for a free quote today! Shoot us an email to [email protected] or call us on +1 951 866 3971 (remembering potential time zone differences!) and we'll be delighted to discuss your needs, answer your questions, and help in any other way we can.