On 10th September, Game Dev Essentials – an event supported by Double Eleven took place at The Baltic in Gateshead. Michela Vilinskis has summarised the insights shared by Becky Jackson from Atomhawk in her talk on “Not all day rates are equal”.
The event formed part of the Game Republic programme of 2025 supported by Red Kite Games, Barclays Games and Creative and Xsolla.
Becky provided a great overview of the current landscape of commissioning work which included changes in the market, the importance of value in any partnership and flexibility – here are the topline insights.
Outsourcing is changing
The outsourcing market has undergone a clear shift, what was once a sellers’ market is very much now a buyers’ market. Today, rates are under more scrutiny than ever, with negotiations pushing costs down.. The pressure is further compounded by ever increasing operational costs which makes it harder for service providers to balance client expectations with business realities. The value of an outsourcing partner must extend beyond price.
“Cumulative team experience, problem- solving skills, production and client support, robust QA systems, and ongoing technical advancements are all part of the real offering to a creative partner.”
How to determine your day rate
The industry has seen changes in how clients source support. Increasingly industry is leaning toward talent augmentation, handpicking specific artists, usually at senior- level. This change is placing more emphasis on individual expertise rather than the overall collective strength of a provider’s team.
Tighter studio budgets (both established and new) have seen rate challenges and cost analysis become a central part of the bidding process. Competitive bids are now the norm, often managed at arm’s length, reducing opportunities for providers to present directly to project teams. Adding a further level of pressure, providers are seeing rises in paid and unpaid testing.
“Focusing solely on rate reductions opens potential risks of becoming commoditised, whereas clear articulation of value means remaining competitive. Of equal importance is client management. It is important to position yourself as collaboration experts instead of simply “suppliers”.”
Building relationships is key
Becky emphasised how it helps to create meaningful partnerships. Following a consultive approach, that builds on trust, transparency and open communication, means complex client challenges can be addressed effectively but also you need to demonstrate added value beyond deliverables. Flexibility is crucial. Scalable budget models allow studios with limited funds to progress with early stage development but keep risk manageable. Coupled with innovative asset pipelines, which can further lower the cost of producing in game assets without compromising quality, these approaches can help clients stretch budgets further but keep production standards high at the same time.
“Essentially, not all-day rates are equal. Providers can charge similar figures, but the difference sits in the relationship quality and support offered. Open and positive partnerships help to keep collaboration on a smooth path, reduce potential operational burdens, while delivering healthy project outcomes. Experienced teams bring adaptable strategies that can help navigate shifting demands and execution of deliverables in a project’s life cycle.”
Becky concluded her insightful talk summarising that the current market challenges mean that is crucial for outsourcing partners to look beyond cost as a key differentiator.
Ultimately, success now depends on shifting the conversation from price to value. Providers that champion this shift can not only survive the pressures of today’s landscape but can also set themselves apart as indispensable partners for now and in the future.
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