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Game development studios · CRM

Record each pitch, build sent and reply so no publisher is lost between meetings.

A CRM for a game studio records publishers, scouts, brand contacts and testers, with the builds each has seen and what was said. GullySales works on the fields, stages and habits that suit a small team pitching and delivering.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

A developer helping a colleague test a virtual reality experience

What CRM means

A CRM is the record where every enquiry, call and quote is kept against a customer, replacing separate notebooks, spreadsheets and memory. GullySales sets up or cleans an existing CRM and reports from it by enquiry outcome rather than by activity logged.

Also for game development studios

Sales and marketing for game development studios, the overview.

Last updated 22 Oct 2026.

For game development studios

Where it usually goes wrong, and what we would do.

  • “A pitch has a version”

    Publishers see a specific build on a specific date. If the record only says pitched, the next message cannot refer to what changed since.

  • “Client work and own titles run side by side”

    A brand lead and a publisher lead need different stages. A single list mixes them and hides the status of both.

  • “Testers are part of the pipeline”

    Players who test builds are a source of feedback and of the audience a publisher asks about. They need records too, with permission and notes.

  • “Small teams forget who said what”

    A founder who pitched at an event remembers a conversation. A producer who joins later cannot. Notes in a shared record carry the memory.

What we do

What we deliver for game development studios.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Separate pipelines for publishers and clients

    Two sets of stages, one for publisher deals and one for commissioned work, in one tool.

    Result: Each pipeline shows its own stages.

  2. A build history per contact

    A field that lists each build sent, the date and the reaction.

    Result: Each contact shows the builds they have seen.

  3. A tester list with permission

    A list of testers, how they joined and what feedback they gave.

    Result: A list with permission noted for every person.

  4. A note template after calls

    A short template for what was said, what was asked and the next step.

    Result: Each call leaves a note in the record.

  5. A pipeline review in team meetings

    A short review of contacts without a next step.

    Result: A list of stalled contacts with an owner.

How the result is measured

  • Enquiries logged in the CRM
  • Data completeness
  • Reports generated from CRM data

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full CRM implementation and customisation page

Fields worth keeping

Fields a game studio's pipeline should hold.

Build version sent
The studio lead fills this when a link goes out. It lets the next follow-up say what is new instead of repeating the same build.
Buyer type
Publisher, brand, agency, edtech or tester, set at first contact. It decides which pipeline stages apply and which pitch variant is sent.
Platform and engine asked for
Taken from the first call. A client wanting a console port needs a different quote and team from one wanting a mobile casual game.
Rights position
Who owns code, art and engine licences, noted by whoever speaks to the client. It flags contracts that will stall before the final stage.
Reason for a pass
Entered by the founder when a publisher declines. A set of recorded reasons shows whether the problem is genre, team size or the build.

Who it is for

This is written for these game development studios.

  • Mobile game publishers looking for casual and hyper-casual titles
  • Console and PC publishers scouting indie prototypes
  • Brands and agencies commissioning branded or advergames
  • Edtech and training companies wanting game-based learning
  • Larger studios outsourcing art, porting or co-development
  • Media and film companies wanting a tie-in game
  • Founders building their own title and seeking funding
  • AR and VR clients commissioning experiences for events and showrooms

Not for

It is not the right fit if.

  • The studio has fewer than a handful of live conversations, and a shared sheet would do the same job with less setup.
  • No one will own the update after calls, so the records would show an old picture and mislead the next pitch.
  • Client work and your own title share one contact list today, and until someone decides how to separate them, a CRM would copy the confusion.

How it works

How the CRM work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Map the sales process

    We sit with the people who sell and write down how a deal moves from enquiry to payment, including where it stalls.

  2. 2

    Agree stages, fields and owners

    Each stage gets a name your team already uses and a proof that the deal has left it. We agree which fields are required at which stage, and who may change what.

  3. 3

    Build on a copy

    Pipeline, fields and views are built on a trial copy where the CRM offers one, or in a separate pipeline where the plan allows. Live work stays untouched.

  4. 4

    Connect channels, then switch on automations

    Channels are connected first. Each automation is then switched on separately, so a misfiring rule is easy to find.

  5. 5

    Test with real deals

    The people who will use the CRM run open deals through it. Gaps are fixed before the whole team switches over.

  6. 6

    Switch over and trim

    Once real use shows which fields stay empty and which stages nobody uses, those are cut and the handover record is updated.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales management. A target, a review routine and someone who owns the number.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3 · you are here

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Is a CRM overkill for a small studio?
A sheet is enough at first. Use a CRM once several people pitch or when you want reminders. Whichever you pick, record the build, the reply and the next step every time.
What stages should a publisher pipeline have?
Use plain ones, such as contacted, build sent, build played, call held, term sheet and signed. Rename them if your process differs, but write down what moves a contact on.
Should testers sit in the same CRM?
Keep them in a separate list or view so they do not clutter deal records. Link them to builds so you can see who tested what.
What do we do with testers who also work for brands?
Give each person one record with two tags, so a tester who is also a brand contact is not messaged twice. Dual roles are common in a small industry. Record which hat each message was sent under, and respect the permission given for each.
Can the CRM store build files?
Store the link and version number, not the file. Builds are large and may be under a partner's embargo. A link with an expiry date and a note on who may open it keeps the record light and your access control in one place.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.

More for game development studios

Everything else we would do for you.

Closest to this: leads and follow-up

Also for game development studios

Or start from the overview: sales and marketing for game development studios.

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