Video Game Publishing
Inside the Business of Games: The Definitive Guide to Publishing, Digital Distribution, Marketing, and Monetization
Video Games Publishing, Inside the Business of Games: The Definitive Guide to Publishing, Digital Distribution, Marketing, and Monetization, by Scott Millard is available now at AMAZON:
ISBN: 9798319278517
Book Extract on Medium:
In an industry where success stories are celebrated but the paths to create them remain shrouded in mystery, Scott Millard pulls back the curtain on the complex world of video game publishing. Drawing from three decades of experience across multiple continents and companies—from Sega and Atari to Managing Director roles at Bandai Namco and CEO of Feardemic—Millard delivers the practical guide he wishes someone had handed him when he first entered the business.
This comprehensive manual covers the entire publishing lifecycle:
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• Identifying promising games and evaluating their market potential
• Securing funding through traditional publishers, VCs, or alternative models
• Navigating the production process from a publisher's perspective
• Building compelling brands in an overcrowded digital marketplace
• Implementing effective platform strategies across PC, console, and mobile
• Expanding into international markets from China to Latin America
• Executing successful launches that maximize visibility and sales
Whether you're an independent developer seeking publishing knowledge, an aspiring publishing professional, or an industry veteran looking to expand your strategic toolkit, this book offers hard-earned wisdom from someone who has inhabited nearly every role in the business.
"The path from creative vision to commercial success remains treacherous, but you need not walk it blindly. Consider this your map through territory I've spent a lifetime exploring."
Authors Statement:
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I've always searched for the book that wasn't there—a comprehensive guide to game publishing that spoke honestly about the realities of bringing games to market. After decades in the industry, I decided to write it myself.
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Today's gaming landscape is filled with debate about the publishing model. Is it broken? Does it still provide value? As more developers choose self-publishing—either handling everything themselves or outsourcing unbundled services—the questions grow more pressing. Yet clear answers remain elusive.
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This book serves multiple audiences. For developers considering self-publishing, it details the processes you'll need to replicate. For entrepreneurs building publishing companies, it provides a structural blueprint. For studios evaluating publisher partnerships, it outlines what to expect and what questions to ask.
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The motivation behind this project crystallized during a strategy meeting last year. While presenting recommendations to a studio about their next project, a senior developer interrupted: "And why should we be listening to you? Who are you anyway to propose this?" That moment made me realize how opaque publishing expertise had become—even to experienced developers.
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The gaming industry has grown so vast that specialization has created knowledge silos. Developers master technical challenges I couldn't begin to solve, while publishers develop expertise in areas many developers have never needed to consider. This book bridges that gap by documenting the complementary nature of these skill sets and why, working together, they create something greater than their sum.
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Whether you're developing your first game or running a publishing operation, understanding both sides of this equation isn't just advantageous—it's increasingly essential for survival. The line between publisher and developer continues to blur, but the distinct skills each brings remain critical to success in this transformed landscape.
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This is the book I wish someone had given me when I started in this industry. I hope it saves you from learning these lessons the hard way, as I did.
Video Games Publishing, Inside the Business of Games: The Definitive Guide to Publishing, Digital Distribution, Marketing, and Monetization, by Scott Millard is available now at AMAZON:
ISBN: 9798319278517
Book Extract on Medium:
ABOUT THE AUTHOR
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Scott Millard is a veteran leader in the video game industry, best known for his tenure as managing director of Bandai Namco Southeast Asia and Bandai Namco Korea Ltd. During this period, he played a pivotal role in launching major franchises such as Tekken and Dragon Ball Z across Asia, and secured distribution rights for Bethesda's The Elder Scrolls V: Skyrim in the region. His expertise in multi-regional publishing and local market dynamics shaped successful go-to-market strategies and helped establish robust distribution networks for leading consumer electronics brands like Turtle Beach and Grado.
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In 2024, Scott founded Dark Product, an independent publishing venture based in Busan, Korea, dedicated to supporting bold, original games and amplifying creative voices in the global games market. The company reflects his long-standing belief in creator-first publishing, grounded in decades of experience building agile, globally connected operations.
Earlier that year, through his consulting firm V2POINT0, Scott served as strategic advisor to QLOC SA—one of Eastern Europe's top co-development and QA studios. His support helped expand their global partnerships and solidify their standing within the international production ecosystem.
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Before launching Dark Product, Scott was CEO of Feardemic sp. z o.o., a publishing label subsidiary of Bloober Team S.A. focused exclusively on horror games. Under his leadership, the company grew from a single title into a portfolio of over twenty acclaimed releases, including DARQ, Buddy Simulator 1984, Project Nightmares, Papetura, The Evil Nun, and Nightmare Reaper. He also spearheaded the creation of two major annual showcases in partnership with IGN: Fear Fest Black Summer and The Horror Games Awards.
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Scott's global perspective and commitment to cross-border collaboration began early in his career. At Atari, he served as general manager for Korea before relocating to Singapore to oversee all Southeast Asia operations. During this time, he also held the role of vice president of the Intellectual Property Rights Committee at the European Union Chamber of Commerce in Korea, advocating for stronger protections for European companies operating in the region.
His journey in entertainment began in the music industry, with early roles at Warner Music Australia, Festival Mushroom Records, and founding Air Recordings before transitioning into gaming, where he began building the deep industry expertise that defines his career today.
Now, with his first full-length publication, Video Game Publishing, Scott distills decades of experience into a comprehensive guide for developers, publishers, and industry professionals. The book offers practical strategies and hard-earned insights for navigating the business of games—empowering the next generation of industry leaders to thrive in an ever-changing landscape.