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Publishing Manager - Job description


In the video game industry, the Publishing Manager coordinates the strategy for publishing and distributing a video game to consumers.

They oversee all stages of publishing, from the development phase to the game's release, while adhering to the studio's quality standards and expectations.


The Publishing Manager works closely with development, marketing, public relations, and distribution teams to ensure that the game is produced and marketed effectively and profitably.

The responsibilities of the Publishing Manager include:

  • Managing the complete lifecycle of multiple game titles
  • Planning and coordinating commercial releases
  • Negotiating distribution contracts and collaborating with distributors
  • Planning and executing marketing and promotional campaigns, optimizing them
  • Establishing budgets
  • Creating a roadmap to ensure compliance with the studio's quality standards and expectations
  • Coordinating production teams (editors, designers, proofreaders, graphic artists)
  • Identifying risks, issues, and proposing mitigation measures
  • Finding new studios and external partners, managing relationships
  • Contributing to the game's launch
  • Implementing changes in games that improve key performance indicators
  • Monitoring game performance metrics
  • Evaluating and improving processes; optimizing publishing efficiency and quality
  • Ensuring ongoing communication about defined milestones/tasks/deliverables (schedule, status, deadlines, responsibilities)
  • Conducting competitive intelligence, analyzing market trends, and anticipating future needs


Several skills are required to become a Publishing Manager in the video game industry:

  • In-depth knowledge of the video game industry
  • Mastery of digital/media/traffic marketing and promotion strategies
  • Proficiency in at least one ad server (Rubicon, Smart, Google Tag Manager, Appnexus, Facebook Audience Network, etc.)
  • Solid understanding of market trends and consumer preferences
  • Excellent project management skills
  • Ability to manage complex projects and meet deadlines
  • Ability to manage and motivate a team, coordinate efforts

Required Qualities

The essential qualities of a Publishing Manager in a video game studio are:

  • Passion for video games
  • Ability to manage multiple complex projects simultaneously
  • Adaptability, proactivity, autonomy, and organizational skills
  • Analytical thinking and decision-making skills
  • Strong oral and written communication skills, as well as leadership skills
  • Strong problem-solving skills
  • Excellent analytical abilities
  • Creative and team-oriented mindset
  • Ability to develop a cross-functional vision

Tools Used by the Publishing Manager

The Publishing Manager utilizes a variety of tools to effectively manage the game's production, marketing, and distribution process. Here are some examples of commonly used tools:

Project management tools and methods: Asana, Trello, Agile, Scrum, JIRA, Confluence, Sharepoint, Miro, for tracking task progress, setting deadlines, and communicating with the team.

Budget planning software: Microsoft Excel, Google Sheets, for managing costs and expenses related to game development.

Online collaboration tools: Google Drive, Dropbox, OneDrive, for storing and sharing files and documents with the team.

Digital distribution platforms: Steam, Epic Games Store, PlayStation Store, Xbox Store and Nintendo Switch Store.

Market analysis tools: Google Analytics, Steam Spy, App Annie, for monitoring market trends and game performance in the market.

Communication tools: Slack, Zoom, Discord, for communicating with team members and external partners.

How to Become a Publishing Manager

To become a Publishing Manager in the video game industry, it is necessary to have experience in the gaming industry or a related field such as marketing or project management.

Post-High School's Diploma Studies

The MSc Game & Creative Strategy at ISART Nice prepares students for the role of Publishing Manager.

Over the course of two years, students learn to master the strategic management methodology of an innovative product, including:

  • Creating and implementing a business plan
  • Building an efficient organization dedicated to launching and managing the product
  • Driving change
  • Mastering the fundamentals of the digital economy
  • Managing a multidisciplinary and international team

Which is the Best School for Becoming a Publishing Manager

ISART leverages its 21 years of experience, pedagogical excellence, and network to serve its students:

  • Real-world projects and practical cases in video game production
  • International presence
  • Strong interactions with the industry and support from partners (Ubisoft, Vodoo, Kylotonn, DON'T NOD)
  • Support for graduates in their entrepreneurial ventures
  • Partnership with Université Côte d'Azur and support from the city of Nice
  • A student-centered, small-sized school with a close-knit community



During the curriculum, students:

  • Design the strategy of an innovative product
  • Lead the implementation of an innovative project
  • Develop the marketing of an innovative product

Modules :


Economic Intelligence: Interactive Entertainment - stakeholders, consumers, challenges, and potential

Human Resources: Leadership styles | Techniques to measure team effectiveness | Motivation | Personal crisis management | Team management | Ethics and management | Techniques to measure team effectiveness


Legal Aspects: Copyrights | Contracts | Licenses | Legal aspects of startup creation | Personal data protection (GDPR) | Legal language

Business: SWOT analysis | User Acquisition - methods and tools | Market analysis | Business strategy | Commercial negotiations | Strategic BizDev | Building a business plan for AAA and free-to-play games | Selling a game/product to 100 passers-by on the street | Understanding sustainable development issues | Justifying the company's social commitment (impact analysis)

Marketing: Interdependence between development and marketing | Economic geography | Purpose-driven marketing | Brand identity | Storytelling in marketing | Guerrilla marketing | Disruptive marketing | Zero-dollar marketing

UX : UX / UI design | AB Testing / Wishlists / Focus groups


Entrepreneurship: Digital transformation | Driving the dynamics of business creation | Family business | History of innovation in video games | Start-ups & Scale-ups | Presentation/Pitching to investors

Finance: Financial management | Investment logic | Budget estimation | Budget management | Investment choices | Financial performance | Management of outsourcing agencies

Management: Business plan & P&L | Local specificities and ethical and business aspects | Globalization vs. Localization | Change management | Company image and influence strategy | Project management | Foundations of the digital economy | Sociological aspects of the digital economy | Ecological impacts of the digital economy | Creation vs. Innovation | Risk management

Publishing : Goals of publishing organization | Cross-promotions and licensing deals | LiveOps plan - case study


Become Publishing Manager

Become Publishing Manager

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Career Progression

A Publishing Manager can progress to several managerial or leadership positions in the publishing and distribution industry:

Publishing Director: The Publishing Director is responsible for all editorial activities of a company. They oversee the work of editors, designers, proofreaders, and marketing and sales teams.

Marketing Director: The Marketing Director develops the marketing strategy to increase brand awareness and improve the promotion of the company's products/services. They plan, implement, and oversee all marketing actions of the company.

Sales Director: The Sales Director is responsible for selling the company's products, including books, magazines, and newspapers. They work closely with marketing teams to develop effective sales strategies.

General Manager: The General Manager is responsible for the overall management of the company, including editorial, marketing, production, and sales operations. They work closely with the executive teams to ensure the growth and success of the company.

Companies Hiring Publishing Managers

Here are some examples of companies that may hire Publishing Managers:

  • Game publishers or studios:

The gaming industry may hire Publishing Managers to manage the publication, marketing, and distribution of games.

  • Marketing and advertising companies:

Marketing and advertising companies may hire Publishing Managers to manage the publication of content for their clients, such as advertisements, brochures, and presentations.

  • Technology companies:

Technology companies, especially those offering online publishing platforms, may hire Publishing Managers to manage the publication of content on their platforms.

Other Careers in Publishing and Data that may interest You

User Acquisition Manager

The User Acquisition Manager is responsible for generating traffic to an application, game, or website while ensuring profitability.

Marketing Director

The Marketing Director develops the marketing strategy to increase brand awareness and improve the promotion of the company's products/services.

Brand Manager

The Brand Manager develops, implements, and monitors the marketing strategy for one or more video games or innovative products of a brand throughout the entire lifecycle, from conception to the end of commercialization.

Data project Manager

The Data Project Manager coordinates and plans the management of complex projects that rely on creating added value from databases.

Data Analyst

The Data Analyst studies large databases to extract information for decision-making purposes.