Working with a Marketing Partner vs. a Publisher: What’s the Difference?

Game developers today are faced with a critical decision once their project nears completion: Should you partner with a publisher or work with a game marketing agency? This question can shape not just the success of a launch, but also the creative and financial future of your studio.

While publishers often present themselves as the traditional route, many indie studios and mid-sized developers are turning to game marketing partners like The Game Marketer. The reason is simple — control, transparency, and flexibility without sacrificing revenue through revenue-sharing deals.

This blog breaks down the real differences between working with a game publisher and partnering with a dedicated marketing agency, and why keeping your revenue and creative freedom is often a better long-term move.

Let’s go step by step.

What Is a Game Publisher?

A game publisher is a company that typically funds, distributes, and promotes your game. They might be involved right from your early build or step in when you're ready to launch. Think of them as a full-package operation — with strings attached.

What Publishers Usually Provide:

1. Funding: Some publishers offer upfront capital. This might be used for completing the game, hiring help, or paying for marketing.

2. Distribution & Platform Support: They might help get your game on major platforms — Steam, Xbox, PlayStation, Epic, or Nintendo.

3. Marketing Help: Many publishers run advertising campaigns, manage press releases, or reach out to influencers.

4. Technical Support: This could include localization, porting to consoles, QA testing, and certification processes.

But What’s the Trade-Off?

1. Revenue Share: Publishers almost always take a cut of your earnings. This can range from 30% to as high as 70%, depending on the deal. In some cases, you only get paid after their costs are recovered.

2. Loss of Control: Want to change the art style? Delay the release? Shift your tone? You might need the publisher’s approval — and they can say no.

3. IP Ownership and Rights: Some contracts give partial or full ownership of your game’s intellectual property to the publisher.

4. Limited Priority: You're not the only game they’re launching. If you're not their top priority, your game might receive minimal focus.

Bottom line: Publishers provide a lot — but they ask for a lot in return. And that’s where marketing partners come in as a smarter alternative for many indie and mid-sized developers.

What Is a Game Marketing Partner?

A game marketing partner — like The Game Marketer — focuses solely on getting your game seen, talked about, and sold.

Instead of handling your funding or claiming your profits, we provide tailored marketing services that support your launch — without owning your game or taking a share of your revenue.

Let’s break down how this works in real terms:

1. You Keep 100% of Your Revenue

This is the biggest difference. A marketing partner doesn’t touch your sales.

When you work with The Game Marketer:

• You pay us for the services you choose (like influencer outreach or ad management).

• Once your game sells, all revenue goes to you.

• There are no hidden costs, post-launch deductions, or clawbacks.

Why this matters:

• You can better forecast your income.

• Your return on investment is cleaner.

• You’re not giving up future profits just to get short-term help.

Publishers, by contrast, may take a cut for years — even after you’ve done the heavy lifting of development.

2. Full Creative Control Stays With You

We don’t take over your game’s creative direction. Instead, we build campaigns that reflect your vision.

For example:

• If your game is retro-themed with pixel art and 90s nostalgia, we’ll develop marketing that highlights that identity — not change it to fit a "mainstream" trend.

• If you want to focus on humor and memes to build your community, we can make that the core of your campaign strategy.

Why this matters:

• You don’t need to compromise your artistic goals.

• You keep full decision-making power over how your game is represented.

• Your communication with fans feels authentic — because it is.

Publishers often override creative decisions to suit their portfolio or audience assumptions. With a partner, your voice leads the way.

3. Tailored Campaigns Based on Your Budget and Goals

One of the biggest benefits of working with a marketing partner is flexibility. You’re not locked into a one-size-fits-all model.

We help you build a custom plan based on:

• How far along your game is

• How much budget you’ve allocated

• What your launch timeline looks like

• What channels make the most sense for your audience

Here’s what your custom campaign might include:

• Steam page optimisation

• Pre-launch wishlist building

• Social media ad strategy

• Trailer creation and editing

• Press kit design

• Influencer partnerships

• Store feature pitching

• Discord or community setup

You pick what you need. No fluff. No overselling.

4. Direct Communication and Hands-On Collaboration

With The Game Marketer, you don’t have to chase people for updates or sit through endless chains of emails for a small decision.

You get:

• A dedicated contact person who understands your game

• Regular performance reporting

• Real-time input into creative assets

• Clear project timelines and updates

Why this matters:

• You’re never in the dark.

• You can adapt quickly when something isn’t working.

• Your feedback shapes the final output.

Publishers often have multiple departments, approval layers, and rigid processes. With us, it’s collaborative and efficient.

5. Launch Strategy That Matches Your Timeline

Have a specific launch window in mind? Need time to polish before release? Want to launch into Early Access first? All of this is possible with a marketing partner.

We support your timeline by:

• Building realistic launch strategies based on your current state

• Allowing for soft launches, betas, or content phases

• Giving your team breathing room to make decisions based on readiness — not pressure

With publishers, the schedule may be dictated by their internal goals, investor demands, or market trends. You could be rushed out too early, or delayed to fit their portfolio.

With The Game Marketer, your launch is built around your game — not the other way around.

When Should You Choose a Publisher?

To be fair, publishers still have their place. You might consider one if:

• You absolutely need funding to finish development

• You’re aiming for console ports and need technical or legal support

• You don’t want to handle any of the marketing or distribution yourself

• You’re okay giving up part of your revenue and some control

But even then, read every contract carefully, and ask yourself: “What will this cost me long-term?”

When Is a Marketing Partner the Better Fit?

For many indie developers and small studios, a marketing partner is a more sustainable, developer-friendly choice.

Choose a partner like The Game Marketer if:

• You want to maintain ownership of your IP and all sales revenue

• You’re looking for expert help with trailers, ads, influencers, and community

• You want to stay in full control of the creative and release strategy

• You need a flexible marketing plan tailored to your timeline and budget

You can still launch successfully — without giving up the thing you worked so hard to build.