Pitching Alula in 2019
The biggest thing I’ve learnt from skateboarding is to get up and try again and eventually it’ll happen. My lecturers would refer to that as ‘grit’ in psychology. When the next round of UK Games Fund applications opened up in 2019 the was no way we weren’t going to pitch something. With an unsuccessful pitch last year, we knew some things to avoid. We had some time to recover and let the dust settle from the launch of Ruya which I think was a really good thing for our team. We spent our time between the two pitches tinkering with Oath, prototyping new ideas, working with clients and building rapport, maintaining Ruya, saving/sustaining the business and catering our personal lives which had been somewhat neglected due to the intensity of Ruya dev.
Near the end of 2018 Tom prototyped a simple little puzzle game that started as this idea called Tangled Thoughts. From memory, it was a puzzle game where progression and puzzles were metaphorical representations of anxious thought patterns of a player character walking from left to right. I later did a re-skin and it changed into a game where a mother owl and a baby owl were climbing a mountain together where progression was measured by matching stars in the sky. The better you did the closer the characters would be to one another to show a bond. We jammed this version of the game out over a weekend or two together and then showcased it at Game Anglia in Ipswich. People seemed to dig it and were curious as to what we were up to next. The name Alula emerged at this stage in the prototype. By the time we pitched it to UK Games Fund the following year we had already re-designed Alula again.
I was in a weird place in 2019, I spent a lot of it alone and thought a lot. ‘No one is an island’ was something I heard a lot from friends and family. 2019 was a really good year for my career but one of the toughest personally. What stemmed from the personal struggle was the pursuit of work that revolved around loneliness in order to make something out of the suffering I was going through. It’s often easier for me to communicate that way. I started messing around with texture brushes and compositions in Photoshop trying to hone my skills and visualising different ways to convey some of the emotions I was feeling. One of the concepts that emerged felt like it had weight and could potentially be embedded into our already existing game mechanics. Though it meant a significant re-design, so I had to get Tom on board. Me and Tom met in a Costa in Felixstowe, I pitched to him a proposal for the drastic re-design and change in art direction, he was up for it and we were on our way!
From then on, we went with full force on our UK Games Fund application for Alula with the new art direction in mind. I spent a lot of time on video pitch and completely ignored the game build. We really honed in on making use of every second and if any line of dialogue felt off-kilter, we cut it – something I felt like we didn’t do that well previously. The content of our video featured loose concepts, some in game interactivity and diagrams breaking down our design loops or plans, nothing too fancy though it was stylistically cohesive and clear. The pitch video felt way more solid than the one for Oath. I was chuffed when we submitted. I remember sleeping so well after it was complete.
Tom got the email some months later from UK Games Fund when we got accepted to showcase at EGX. It came at such a surprise but re-enforced to us that we were onto something. As a result, we put Oath on hold and our focus shifted towards Alula development as a priority.
Once you get accepted to showcase at EGX, you don’t necessarily get the full grant. You have to then pitch in person to the UK Games Fund team at the event in a meeting room. The lead up to EGX me and Tom really focused on the game build and mastering our pitch. The month before was so intense and we worked so incredibly hard. Our experience of EGX 2019 is a whole separate story, we’ll post about it in the near future.
Hopefully this has offered some insight into the nitty gritty side of pitching indie games for funding. If you’re thinking about pursuing the UK Games Fund or Tranzfuser grants and have questions, feel free to join our Discord community for a chin wiggle. We’re always happy to help!
Catch you next time.
– Brad