From gritty self-publishing realities to choosing the right platform in a shifting landscape, Joel Edström, CEO of The Gang Studios and speaker at the Game Publishing & Marketing Summit 2025, doesn’t hold back. Dive into this candid Q&A for real-world and straightforward advice.

Q: Can you describe the core challenges you see when it comes to self-publishing, especially compared to working with a publisher?

A: The obvious challenge is of course risk. If you are financially liable for the whole project and its success, you won’t have the bandwidth to see all the opportunities. By adding a publisher, you are adding creative bandwidth to explore new consoles and platforms and grow your business case.

Q: What are some key factors that make self-publishing successful for developers in today's gaming market?

A: Grit.

Q: Can you share any tips for developing a sustainable financial strategy while ensuring the game retains its creative integrity?

A: Make sure from the beginning, even before bringing a publisher to the table, who is accountable for what. Everyone is responsible for everything, but not everyone is accountable. Make that clear to avoid confusion and streamline your decisions.

Q: With the rise of various gaming platforms, how do you decide where to publish your game, and what factors influence your choice of platform?

A: You want to be where the players are, not where they might be. If you want to be a first mover and publish on a new UGC platform where there are no players, yet, you need to carefully build a case with risk and rewards in different scenarios.

Q: What are you looking forward to at the upcoming Game Publishing and Marketing Summit?

A: I'm looking forward to network with likeminded. Hear about topics like UGC platforms, new tools, and how my peers view the ongoing transformation in the industry.

ABOUT #GPMSUMMIT

The Game Publishing and Marketing Summit 2025 is the world's only event focused exclusively on cross-platform publishing and marketing in the games industry. Taking place 9–10 September at Novotel London West, the summit brings together senior leaders from AAA studios and indie developers to share actionable insights, tackle industry challenges, and foster meaningful collaboration. Download the latest event guide here to explore the full agenda, expert speaker lineup, and high-impact networking opportunities. To secure your place, register online or reach out directly for support.