Let’s talk about mistakes — not the ones you make while coding or in marketing, but the ones you make in relationships. That’s right, relationships with your publisher. Building a solid partnership is just as important as creating a great game or cracking the user acquisition code. And here’s the good news: you don’t have to learn everything the hard way.
Today, I want to share the basics of setting up a healthy studio-publisher relationship right from the start. This isn’t about contracts, protecting your intellectual property, or who gets what percentage (we’ll save that for another day). This is about the stuff that really matters but often gets overlooked until it’s too late — and it’s what makes or breaks a collaboration.
Step #1. Align your intentions from the get-go
If you’re in this for the long haul, you and your publisher have to be on the same page. That’s the foundation of any successful partnership.
Some studios just want to hit it big, make some cash, and move on. Fair enough, just make sure you find a publisher that shares your vision. But for us, it’s different. We’re here to stay. Our goal isn’t just to grow as a studio but to help push the entire industry forward. So, everything I’ll share here comes from that long-term perspective.
If the studio and the publisher aren’t aligned, things are going to get messy. Here’s an example: A publisher wants to grow your game 100x, which means making some changes in the project. But the studio loves the game as it is and doesn't want to tweak it. The result? The publisher keeps pushing for changes, the studio keeps resisting, the tension is building, and pretty soon everyone’s frustrated and burned out.
That’s why it’s so important to sit down and talk it out upfront. Are you in this for the short-term or the long-term? Are you open to big changes, or are you set on keeping things as is? This one conversation can save you so much time — and drama — later on.
A studio that has sky-high expectations for its product without any solid proof to back them up is something you see a lot. Believing in your project is great, but thinking that all you need is good marketing to take off can be dangerous. For instance, when the product doesn’t scale as expected, CPI skyrockets, and the publisher realizes changes are needed to move forward. But the studio hesitates, worried about how the community might react to new monetization features. And just like that, everyone hits a dead end.
To be real, this kind of situation is normal. You might start with aligned intentions and a clear plan, but as new variables come into play, everything shifts — plans, expectations, even the dynamics between partners. That’s why having shared intentions at the beginning is critical, but by itself, it’s never enough.
Step #2. Talk on the top level — a lot
Think of this like couples therapy for studios and publishers. Regular check-ins between the decision-makers on both sides aren’t just helpful — they’re essential. I really appreciate when our partners make the first step and share their honest feedback unprompted.
If you just got a brilliant idea, discuss it right away. If something’s bothering you, say it. If the expectations on someone’s end got too high, be honest about it.
Sometimes partners don’t fully get each other’s workflows and create obstacles without even knowing it. A studio might tell their publisher, “We teamed up with you because we wanted to grow this game tenfold, but your producers aren’t prioritizing features that boost LTV.” After a quick call to hash things out, both sides align on the process, make the necessary adjustments, and clear the air. Just like that, they’re back on track. Sounds simple, right? Yet it doesn’t happen as often as it should.
You can achieve something meaningful only by working together. Entitlement from anyone involved will lead you nowhere.
Step #3. Match expectations to reality and come up with a plan
Unrealistic expectations can ruin even the best partnerships, both in life and business. When people expect instant success and don’t get it, they lose motivation — or worse, they get depressed.
That’s why it’s not just about setting goals. You also need a plan for how you’ll get there. Think events will triple monetization? Great. Write it down, break it down, and figure out exactly what needs to happen to make it work. And if the magic doesn’t happen, sound the alarm, go back to the drawing board, and figure out what went wrong.
But let’s be real: even the best ideas don’t always pan out, no matter how well they’ve worked before. Maybe the balance is off, the UX doesn’t click, or the events don’t integrate well with the core gameplay. It happens, and it’s no reason to beat yourself up. The key to handling these situations like a pro is managing expectations, staying flexible, learning from mistakes, and fixing them. This is where those regular check-ins (see Step #2) really shine. They’re your chance to recalibrate and tweak the plan as needed.
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And one last thing.
You can’t really put things like a common vision and mindset in a contract. But you can document them. Whether it’s meeting notes, chat logs, recaps, or even just a shared Google Doc, having a written record of your goals, plans, and expectations is a lifesaver. Why? Because memories fade, and miscommunications are bound to happen.
You’ll find yourself revisiting Step #2 often, and when you do, those records will be your safety net. They’ll save you time, energy, and frustration on your path to long-term success — helping you stay aligned with a partner who’s working with you, not against you.
