Following the success of its previous editions, the GamingonPhone Conference Online (GPC) returned for its 3rd Edition. The premier B2B gaming event from GamingonPhone took place on May 27, 2025, and saw multiple sessions from gaming industry experts delivering their insights to over 500-plus attendees.
The ‘From Idea to Launch’ panel at GPC Online 3rd Edition focused on the journey of indie game creators, especially those working on mobile titles. The session featured Vaibhav Chavan, Founder & CEO, UnderDOGS Studio, Andrew Mattingly, Founder, NineZyme, Christoph Minnameier, Indie Dev & Former Professor for Game Design, and Adam Coster, CEO, Butterscotch Shenanigans, as they broke down the highs and lows of indie game development.
It All Begins with Passion, Not Market Charts
For many indies, the initial spark isn’t data-driven. Andrew shared how his personal indie journey began with a desire to build a point-and-click adventure he never got to make in AAA. His team’s game ‘Tilet Tales’ was born from a brainstorming session where an animator pitched the core idea, which immediately clicked for the team.
Adam reflected on the business side of things, explaining that making games and selling them are two different challenges. Trying to predict what the market wants doesn’t always work out, and often the most unexpected games succeed.
When asked how to know if an idea is worth building, Christoph admitted he doesn’t rely on market research. “You can stand out if you design something that smells of the love you put in there. After a few weeks I can see whether this is something I want to work on for two years and then spend another half year bringing it to market.”
Scope is Everything And Nobody Gets it Perfect
Scoping came up as one of the toughest things to manage. Adam called it the most important thing, even though his team still struggles with it. “The challenge of scope is figuring out what is the thing I can hit that makes me as happy as I can be without running out of money”, he said.
They all agreed that a perfect scope doesn’t exist, and most devs end up doing more than they planned. But limiting scope early can help avoid burnout and budget issues later.
Wearing Many Hats is the Norm
Andrew pointed out that working in small teams means everyone needs to handle multiple roles. He does programming, art, animation, sound, marketing, and more. He believes the indie space is best suited for people who love learning and doing a bit of everything.
Adam echoed this and said his studio started with just him and his two brothers, each constantly switching roles to get things done. For them, team alignment and clear communication helped more than any tool.
Funding is Harder than Ever, so Build First
When it came to getting funding, the mood was realistic. Andrew and Christoph both stressed that it’s nearly impossible to secure funding before building a solid prototype. “It’s going to be tough to find funding unless you have a very solid vertical slice prototype of your game already done. The chances of you getting any funding before starting are almost zero.”
They recommended attending game conferences, co-working spaces, and smaller festivals where funders might notice your game. But more than anything, developers need to look prepared and professional, while still being approachable.
Social Media is a Gamble, not a Formula
On the topic of marketing and social outreach, none of the panelists claimed to have the secret sauce. Adam said, “Most marketing and PR efforts, any one thing doesn’t seem to do anything ever. It’s the aggregation of all the things.”
They advised developers to start building an audience as early as possible, but only when the game looks polished enough to impress. Kristoff said that sharing short clips, GIFs, or quirky bugs can help catch attention early on, especially on Reddit or Twitter.
GPC Online 3rd Edition Unpacked – Further Reading:
