11-Bit Studios' Path to Publishing Success and Overcoming Missed Opportunities

Chris Wigley's career took a dramatic turn when he transitioned from being a commercial pilot to scouting indie games for 11-Bit Studios. His journey began after the airline he worked for ceased operations during the COVID pandemic. Wigley had been running a website that curated interesting indie games, which caught the attention of Rufus Kubica, 11-Bit Studios' external development director. Kubica approached Wigley with an offer to work for 11-Bit, and he accepted. 11-Bit Studios is renowned for developing games like This War of Mine, Frostpunk, and The Alters, but it also operates a publishing arm that has released titles such as Moonlighter, Children of Morta, and The Invincible. The company's publishing strategy involves releasing a limited number of games each year, focusing on projects with strong, meaningful content. According to Kubica, the decision to venture into publishing was driven by the desire to have more releases and expand the concept of meaningful entertainment. Wigley notes that the company's publishing efforts aim to echo the spirit of its internal titles, with a broad set of criteria. 11-Bit Studios avoids certain genres, such as VR-only titles and platformers, due to the highly competitive nature of these markets. The company also shies away from sports titles, hyper-casual games, and purely narrative-driven or puzzle games. When evaluating potential titles, 11-Bit typically requires a vertical slice demo, and the company often gets involved in projects at an early stage to provide creative feedback. One notable example of a game that 11-Bit passed on is Cult of the Lamb, which went on to achieve significant success with another publisher. In terms of its publishing output, 11-Bit Studios had two major hits early on with Moonlighter and Children of Morta. Although subsequent titles have not reached the same sales heights, Kubica expresses satisfaction with the performance of games like The Invincible and Indika. The company is now shifting its focus towards smaller, more agile titles with strong mechanical elements. Death Howl, a soulslike deck builder, is the first game to emerge from this new approach. Wigley notes that the game's unique blend of card-based combat and strategic movement caught his attention, making it a rare gem in the public submission process. 11-Bit's pivot towards smaller titles comes at a time when funding for mid-range games is becoming increasingly scarce. Despite this, Wigley predicts that the quality bar will rise in the AA game space, with only the most exceptional studios and projects surviving to get published. While 11-Bit is focusing on smaller titles, the company has no plans to drastically increase its release schedule, preferring a passion-driven, curated approach. Publishing accounts for a substantial chunk of 11-Bit's revenue, helping to sustain the company between releases of its own internal titles. Wigley notes that more developers are turning to publishing as a means of supplementing their income, but it requires building a good reputation and providing valuable services to developers. With the rise of self-publishing on Steam and alternative funding platforms, some argue that developers may not need publishers at all. However, Wigley believes that publishers like 11-Bit offer unique benefits, including external feedback, marketing expertise, and visibility. The company's large following on Steam is a significant advantage, but the real challenge lies in getting games to stand out in a crowded market.