How Neverway Secured Funding and Broke Into the Japanese Market

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The upcoming adventure game Neverway has caught the eye of many with its unique, limited-palette pixel art and unsettling atmosphere. In a new interview with GamesIndustry.biz, developer Coldblood Inc. revealed the challenges it faced in securing funding and its deliberate strategy to connect with audiences, particularly in Japan. You can find this title on Steam.

Neverway’s concept evolved from a simple engine test into a full-fledged horror and lifestyle RPG. The story follows protagonist Fiona as she leaves her isolating city life for a new island community, only to find herself confronted by visions and nightmares.

Director Pedro Medeiros, a former pixel artist for Celeste, notes that the idea was not “fully formed at all”, with the game gradually taking shape through experimentation that blended elements of farming, horror, and action, inspired by games like Harvest Moon and The Legend of Zelda: A Link to the Past.

Finding investment for the project proved to be a difficult task in the current climate, where publishers are cautious and competition from small creators is at an all-time high. Coldblood’s COO Heidy Motta described the pitching process as being “completely different” from previous years, with the industry feeling more hesitant.

Despite the challenges, the team was able to secure funding from Outersloth, the new publishing label from the developers of Among Us. Motta and co-director Isadora Sophia noted that Outersloth’s hands-off and trusting approach was a perfect fit, allowing the team to maintain their core creative vision without compromising for a publisher.

Following its initial reveals at the Triple-i Initiative and Indie World showcases, the team made a surprising choice for its first public playable demo. Instead of a Western-centric event like PAX, they brought Neverway to Bitsummit in Tokyo, Japan. This decision was part of a strategic effort to engage with a distinct and passionate market.

Heidy Motta explained that in Japan, traditional gaming media still holds significant influence. By showcasing the game at Bitsummit, Coldblood Inc. was able to secure previews and interviews with major publications like Famitsu and 4Gamer, which significantly boosted the game’s profile. Medeiros added that the Japanese audience’s specific, supportive feedback proved invaluable.

Motta believes that Japanese players, who are passionate and loyal, are an ideal long-term community for developers to cultivate. “If you present a Japanese audience with a good, well-crafted product, they will pay attention to you,” she said, highlighting the value of showing a specific audience that they matter.