How do you *pitch* to a publisher

I've had success setting up meetings at GenCon by sending e-mails directly to publishers. Most publishers have info on their websites about submissions--read them and follow their guidelines. Most of the e-mails I've sent have said that I'd like to meet at GenCon and then given a 2 or 3 sentence description of the game I wanted to show them. So far so good. Though I have nothing published as of yet I have had several positive meetings and interest in follow-up on a few of my games from some relatively well known folks...

Good luck! Let us know how things go...

Well my experience with (mostly german) publishers is pretty straightforward:

1) Make the game absolutely the best you can. Pay SPECIAL attention to the way you write the rules, in fact, make them twice as long and detailed as you would for a published game. As many examples as possible. Nothing sinks the game faster at evaluation than unclear rules. Remember, the editors won't have boardgamegeek's forums for reference...

2) Write the spec sheet. It's a one page description of your game - the theme, one paragraph description of core rules, possible similarities with existing games and original features, number of players, age range, play time... Apart from being a calling card for your game it will help in the next step...

3) Research the publishers. Imo this is a crucial step that many inexperienced designers tend to neglect. Remember, your game is a specific product aimed at a specific market. Do your research into game publishers which have a strong foothold in the market you want to tackle. However if the publisher already has too many games addressing this audience, they might not want to publish a game which would compete with their existing products.. Use your common sense and try to see things from the publisher's perspective. Would you publish this game if you were Ravensburger? Or Fantasy Flight? What would be in it for you? Usually you'll have the best chance with publishers whose games are similar to yours, but you bring a new twist... ideally the one which would attract a new segment of customers. Study their catalogues in the past 5-10 years and you'll get a pretty good idea what direction they might be heading to and whether your game might appeal to them (as described in the spec sheet)

4) Once you have a list of companies which might be interested in your game, do the research and see which ones are open to submissions. Generally European publishers are much more likely to accept unsolicited proposals (without the mandatory agency as a go-between) but there are some US companies that are open to new designers. Many Euro publishers sadly don't feature "new authors" form in english, but use google translate and you'll eventually locate publishers which are open. Most of them will accept an english game proposal, but you will need to ask them about it first.

5) Even if they don't explicitly state they are open for new submissions, unless they clearly state "we do not accept submissions from unsolicited designers" you can still try the editorial or CEO. Take extra care to be super-polite in this case... :)

6) Once you have all the emails, make another selection. Pick ONE email - the one you really, REALLY think would be the best publisher. Send your super-polite and professional game proposal. Do not send your proposal to multiple publishers at the same time. They are usually very quick in response because it really takes one glance from an editor to determine whether the game's right for their program. If more than one publisher okays it at the same time you'll be in trouble no first-time game designer wants to be in...

7) The super-polite and super-professional email should contain your short introduction, the spec sheet ideally within the body of the mail (those clunky attachment things...) and, very importantly, a note on WHY you chose this particular publisher. Explain why you think your game would be ideal for them and why you think they have the best chance of selling it. Don't say "because you're the biggest publisher." For example, say "since you firmly target the family/eductional market and i noticed that there are no dice-based games of this category in your current range, I believe that my game "dancing elephants" would perfectly complement your catalog." This makes you look both polite, easy to deal with, as well as down-to-earth and aware where the bottom line is, and publishers do appreciate that.

8) Give the publisher a week (free from vacations and fairs) to reply. If rejected, be super-polite in thanking for their consideration (you might want to work with them later on, and they WILL remember politeness) and immediately send the proposal to the next email on the list. Remember to change the last part of the mail! Think from the publisher's perspective, always...

9) Once a publisher expresses interest in the game, horay! The first leg (of many) is over. Package the prototype and send it to them. Again, recheck the rules. Give somebody else to read them and explain the game to you. Give the prototype and rules to people who never heard of your game before (i know its difficult) and ask them to play the game. Only then the prototype and rules are ready to be sent to the publisher... Make sure the game is in the sturdiest box you can find (god knows where and how they'll store it) and clearly mark your name and the game's on every little bit and piece. List all components in the rules, in full detail. You don't want your game rejected because they couldn't complete the testing because someone overturned the board and now they don't know which part belongs to which prototype...

10) wait, wait, wait... (a tip: waiting is much easier if you immediately start work on your next game :)

Hope this helps.
Cheers!

(p.s. on the prototype: "Professional" does not mean "flashy". Quite the opposite in many cases... If you do too much artwork, the publisher might consider you too... "intense" (for want of a better word). If they see you spent a month hand-painting all the pieces and doing print-ready original artwork, they might see you as someone who won't abandon all this work easily and might be difficult in dealing with their art-department. If your game is heavily themed, and the graphical design really impacts gameplay, then you may put some extra effort in graphics (like in Dixit, for example), otherwise... It's best that the prototype is clear - the design of the prototype should facilitate game mechanics themselves. Even if you believe that low contrast, oil-painting style would be the best for your horror game, the publisher will appreciate clear, strong-contrast colors and clean design of the board. Imagine you are an editor in a big company and you have ANOTHER game to test... You would appreciate any effort by the designer to make your job easier.)

(p.p.s. as for your project in particular... Imo you're at crossroads.. As described, it is too big and ambitious to be taken as-is by an established publisher so you might want to go self-publishing and kick-starting it (with ks money, you can hire a manager to deal with the boring parts). On the other hand, if you do prefer to work as designer-only, I suggest you whittle the game you have down to the "basic set". When you're offering it to the publisher mention that you do have follow-ups in the works and that if the original proves successful, you'll be able to immediately provide additional products. (take care to claim follow-up/sequel/whatever options in the contract). Again, think from the publisher's perspective. No one will commit 5 years of ongoing development on an unproven concept by an unknown designer...)