Tim Bender, the CEO of Hooded Horse, the publisher of the popular strategy simulation game "Porch Dog," recently revealed that he prefers to avoid most game publishers. In an interview with Pirate Software's Jason "Thor" Hall, Bender explained his reasoning:

"If I have a game ready for release, I would not sign with any of the existing 90% of publishers," said Bender. He believes that by avoiding traditional publishing routes, developers can learn valuable resources on their own. Hall concurred, stating that this approach is "correct."

Bender advised developers who are willing to take on marketing responsibilities themselves: "If you are someone who is willing to step outside, read everything, learn everything and think critically about all these marketing matters, you can achieve a level of excellence that exceeds that of 90% of publishers while also staying true to yourself. And you will do so without charging yourself."

In addition to saving costs and allowing developers to focus more on their game's content, self-publishing also enables them to avoid common mistakes made by some publishers in marketing games as if they were another type or popular game.