How To Pitch Your Game to Xbox, According to ID@Xbox Director Guy Richards

Since its launch in 2013, ID@Xbox has played a major role in bringing independent games to Microsoft’s platform. The program was originally created to make it easier for indie developers to publish on Xbox, and over the past decade, it has grown into a global initiative supporting thousands of studios around the world.

Today, the program spans console, PC, cloud, and handheld experiences while continuing to focus on helping smaller teams navigate development, publishing, and discoverability. With Project Helix, Xbox will be leaning even harder into its multi-device "built it once, publish everywhere" mindset.

At GDC 2026, we spoke with Guy Richards, Global Director of ID@Xbox, about how the program has evolved over the past decade, what the team looks for when evaluating new games, and how Xbox is working to make it easier for developers to bring their projects to players everywhere.

Could you start by introducing yourself and your role at Xbox?

Guy Richards, Global Director of ID@Xbox:  My name is Guy Richards, and I’m the Global Director of ID@Xbox.

The program has been running for about 13 years now. Considering we’re here at GDC celebrating the 25-year anniversary of Xbox, that means ID@Xbox has been around for more than half of Xbox’s history, which is pretty awesome.

When the program first launched back in 2013, the industry looked very different. At the time, the focus was really about access to the platform and creating a pathway for independent developers to publish their games on Xbox.

Since then, both Xbox and the program have continued to evolve. Today, the focus is still about bringing great games to the platform for players to enjoy while making the development process easier for studios — everything from how they build their games to how those games get discovered. We truly believe that great games can come from anywhere in the world. It’s a global program with over 5,000 developers across more than 100 countries, and that really speaks to the work the team does every day, helping developers bring their games to players.

How has the program evolved over the past decade?

Guy Richards: It has definitely evolved alongside Xbox as a platform.

As Xbox has moved through different console generations and expanded into PC, cloud, and handheld experiences, it’s been important that developers in the ID@Xbox program have access to those opportunities as well.

Another big area is discoverability, which we know is one of the biggest challenges facing independent developers today. There are more developers making more games than ever before, and more great games than ever before, which makes it harder for any individual title to stand out.

As a platform, we believe we have a responsibility to help with that. Being here at GDC with 13 upcoming Xbox Play Anywhere titles is just one example of how we can spotlight exciting games. As you saw, they’re all very different and have unique stories they’re trying to tell.

We also regularly review our processes and policies to see how we can improve visibility for new releases. For example, we recently made adjustments to how the “New Releases” section of the Xbox store works to ensure that it prioritizes brand-new games. Even smaller changes like that can make a meaningful difference for independent developers at launch.

When you’re evaluating games for the program, what stands out to you?

Guy Richards: We’re always looking for something new and exciting and for developers with bold, ambitious ideas.

If you look back over the last decade, many of the biggest innovations in gameplay loops and genres have come from small teams taking risks and experimenting with new ideas. Things like survivor-likes, roguelikes, survival games, and cozy life sims all started with developers trying something different. That space really speaks to the heart of what ID@Xbox is about, working with developers who have new ideas and finding ways to bring those experiences to Xbox.

Another important element is diversity of perspective. We encourage developers to talk about themselves and why they’re the ones making this particular game. What’s the story they’re trying to tell, and why is it meaningful to them?

Developers from different parts of the world bring unique perspectives shaped by their cultures and experiences. A platform that includes those voices ultimately becomes stronger and healthier for players.

Does a team need prior experience or a shipped game to be considered?

Guy Richards: We engage with developers in a lot of different ways, and we always encourage teams to speak to us as early as possible. Starting that conversation early gives us more time to explore the opportunities that might be available. For example, we run showcases where games can be announced and highlighted. If a project hasn’t been revealed yet, that can open up different possibilities for discussion.

You also mentioned things like social followings. If a game already has a community around it, that’s great and provides useful data points. But it’s not a requirement. Developers can submit their projects through the ID@Xbox portal. When a developer submits a game, it enters our internal greenlight process. Many of the titles we see at events like GDC start from that same entry point.

From there, games can be considered for opportunities such as Game Pass, the Developer Acceleration Program, or other funding initiatives. The goal is to provide developers with equal access to opportunities regardless of where they’re located.

What advice would you give developers preparing a pitch?

Guy Richards: One of the most important things is explaining who you are as a team and why you’re making this game.

Strong visuals also help a lot. Pitch decks that include GIFs, short gameplay clips, or videos can communicate a game’s unique selling points very quickly. Sometimes, the people reviewing a pitch may not be meeting the developer directly, so the materials need to clearly show what makes the project special.

Timing is another factor. Reaching out early allows us to consider more possibilities. It’s also helpful when developers think about how their game fits into the broader Xbox ecosystem. For example, all the games showcased here [at the ID@Xbox showcase for GDC] support Xbox Play Anywhere, which allows players to buy the game once and play it across console, PC, and cloud while keeping their progress synced.

Thinking about things like different control inputs, screen sizes, and devices early in development can help ensure a game works well across that ecosystem.

Were there any games from the showcase that stood out to you personally?

Guy Richards: For me personally, as someone who grew up in the ’90s and also skateboards, Mixtape immediately stood out. The soundtrack, the vibe, and the visual style really hit that nostalgic feeling right away.

Another one is Replaced, which has a really strong visual identity. Both of those games made an immediate impression on me, and I’m really looking forward to playing them.

Looking ahead, what excites you most about the future of ID@Xbox?

Guy Richards: As we reflect on the last 25 years of Xbox, developers have always been an essential part of that story.

Looking ahead, we want to make sure Xbox continues to be a home for developers and the best place for them to ship their games. That includes improving discoverability, expanding opportunities, and continuing to make the publishing process easier.

We’re working toward a future where developers can build once and ship everywhere. That’s incredibly exciting. Anything we can do to make it easier to ship on Xbox — while also allowing developers to benefit from the platform’s expansion across new markets and devices — ultimately results in more great games for players.

And really, the goal is to make the process as smooth as possible so developers can spend their time doing what they care about most: making great games.

Learn more about ID@Xbox here and get started with publishing your game with Xbox here.

Guy Richards, Global Director at ID@Xbox

Interview conducted by David Jagneaux