FROM SOLO DEV TO PUBLISHER


CEO and Game Director at Kinetic Games. Daniel Knight, explains how the Phasmophobia team are building the support they once needed


W


hat does a publisher actually offer in 2026? With digital storefronts everywhere,


accessible self-publishing, and discovery shaped by algorithms and creators, it’s fair to ask whether developers need publishers in the same way they once did or if they can do it alone. So why are we now moving into publishing other games after I published Phasmophobia on my own? Because I know what it’s like to do it alone;


building Phasmophobia solo was incredible, but it was also challenging. Even when a game finds an audience, you quickly realise that success comes with its own issues. Launching a game is one thing, but sustaining it is another. Kinetic Publishing isn’t about expanding


for the sake of it, but about providing the kind of support I wish I had to other studios. The role of a publisher today isn’t what


it was ten years ago. Everything is digital- first now. Steam and other storefronts are crowded, discoverability is competitive, and game launches are constant. On top of that, marketing has shifted. Content creators and social media play a huge role in visibility, and player expectations are higher than they ever used to be. There’s also a perception that publishers


mainly handle funding and contracts. In reality, they’re there to help developers avoid mistakes and provide guidance where it’s needed. It’s platform submissions, localisation, porting, marketing, outsourcing, adapting to first-party requirements and


Publishing as a horror-only label. If we come across something original and exciting outside of that, why limit ourselves? The submissions we’ve received so far


many more small but critical steps that can cause serious issues if they’re overlooked. With Kinetic Publishing, we’ve decided to


stay focused and selective. We’re not trying to sign dozens of projects a year or rush titles out the door. We’re looking for games that are built out of passion, where our help can genuinely make a difference. It allows us to respect developers’ creativity, whilst protecting both the developers and our own team from unnecessary pressure. We also recognise that every studio is


different. A newer team might need hands-on support across production, team expansion and launch whilst a more experienced team might just need guidance around platform expansion and marketing. We want to support where we’re genuinely useful. It’s also important that our publishing arm


operates independently from Phasmophobia. That separation ensures our core studio remains stable, while giving publishing the focus it deserves. Because of Phasmophobia, people naturally


associate Kinetic with horror. But we’ve been very deliberate in not positioning Kinetic


have been across all genres and play styles, coming in from all over the world - which is incredible. There’s no shortage of creativity in the indie space right now. If anything, there’s an abundance of it! The challenge isn’t the ideas but helping the right ones find the support they need. When developers reach out to us, clarity


really goes a long way. A pitch that clearly outlines the vision, scope and current state of the project is far more helpful than a 60-page long game design doc. It’s also completely fine to tell us what you are unsure about because honest conversations lead to better outcomes. On our side, we’re committed to


responding properly, so every submission is reviewed by a real person. We’re also clear on our stance around generative AI and won’t ship titles that use it. For us, protecting creative authorship and long-term integrity is important to us. So, what does a publisher offer in 2026? For


me it’s perspective, structure, and experience. Phasmophobia showed what can happen


when a creative, unique idea connects with players. Kinetic Publishing exists because I don’t think developers should have to learn every lesson the hard way. With us, developers can focus on developing the game while we take care of the rest. And if you’re building something you believe in, we want to hear about it.


February/March 2026 MCV/DEVELOP | 7


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