Industry Veteran Scott Millard Releases Definitive Guide to Video Game Publishing

FOR IMMEDIATE RELEASE

BUSAN, SOUTH KOREA — In an industry where blockbuster launches often make headlines but the intricate path to success remains hidden, Scott Millard—a veteran of Atari, Sega, Bandai Namco, and Feardemic—delivers the book he wishes someone had handed him at the start of his career.

“Video Games Publishing: Inside the Business of Games” is a comprehensive, no-nonsense guide that demystifies the often opaque world of game publishing. Drawing on over 30 years of global experience, Millard lays out the full lifecycle of publishing—from evaluating a game's potential to launching it across PC, console, and mobile platforms.

“The path from creative vision to commercial success remains treacherous,” Millard says. “But you need not walk it blindly. Consider this your map through territory I’ve spent a lifetime exploring.”

The book covers:

• How to identify and assess promising games

• Securing funding via publishers, VCs, or alternative methods

• Publisher-side production strategy and pipeline management

• Building and positioning brands in a saturated marketplace

• Platform-specific publishing insights for PC, console, and mobile

• Strategies for global expansion across key markets like China and Latin America

• Launch tactics that prioritize visibility, conversion, and sales

Whether you’re a first-time indie developer, a studio weighing publishing deals, or a professional building a new publishing label, Video Games Publishing offers a rare, insider perspective that bridges creative ambition and commercial execution.

Millard’s motivation to write the book came during a studio strategy session in 2023, when a developer challenged his recommendations with the question: “And why should we be listening to you?” That moment underscored how specialized and siloed knowledge had become within the industry—and how urgently a practical, transparent guide was needed.

“This book is for developers navigating self-publishing, for founders launching their own labels, and for teams evaluating publisher partnerships,” Millard explains. “It’s also a reality check for anyone who thinks success in this business is just about making a great game.”

About the Author

Scott Millard is the founder of Dark Product, an independent games publisher based in Busan, South Korea, dedicated to empowering bold, creative games through agile, globally connected publishing. He previously served as Managing Director for Bandai Namco Southeast Asia and Korea, several distribution and publishing companies in Asia and CEO of horror publisher Feardemic. He has overseen the launch of titles such as Skyrim, Tekken, DARQ, and Nightmare Reaper, and led multi-territory initiatives for brands like Turtle Beach and Grado. His early career in music—at Warner Music Australia and Festival Mushroom Records—laid the foundation for a lifetime of creative industry leadership.

AvailabilityVideo Games Publishing: Inside the Business of Games is available now on Amazon.

Amazon USA: https://a.co/d/dfFbWsX

Amazon UK: https://amzn.eu/d/f32j07Q

ISBN: 9798319278517

Read an exclusive extract https://scottmillard.medium.com/f1a3efa9ae60.

Media office@darkproduct.com

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