What is a sell sheet? how do you make one? Why do we ask for them?

Sales sheets/Sell sheets are used by UK Games Expo to assess your applications to the Publisher Designer Speed Dating and Game Designer Boot Camp event elements of the Carta Mundi Publisher-Designer Track. They are also important if you want to pitch your games more widely.

Here are some notes we have written with input from Alex Yeager (Mayfair Games/ Steve Jackson Games) about sell sheets you may find of value:

What is a sell sheet?

A sell sheet is a one-page document that acts as a summary of the concept, core gameplay, theme, and other important elements of your game. 

Often they are presented to publishers as part of a pitch with the hope being the game will go onto publication. They can be used by a publisher as a reminder of a designer meeting, or can be provided in lieu of a meeting to generate interest in a design.

You can also use them at trade shows and conventions to convey to potential distributors and retailers the essence of the game too.

We use them to assess your game idea for suitability for our Publisher-Designer Track events.

You can find many examples of sell sheets on the internet.

This is an excellent Pinterest board full of examples:



Why bother with sell sheets? Can't publishers just play my game?

When you meet someone, why give them a business card - can't they remember your name from talking with you? Sell sheets are a way to trigger the memory of a play or meeting, and provide a reminder of things like player counts, play time and potential components that might not have been fully explored during an introductory play during a meeting or demo. 

Publishers are busy people and may be attempting to assess dozens of games rapidly. They don't have time to play each of those games fully. A sell sheet provides basic information on demand.

Likewise when we at UKGE look at your game for inclusion in our events we have to review 50 to 100 entries. A well written sell sheet is your best chance of being included in those events and making an impression on the publishers.

What file format should I submit and what software should I use?

The software is up to you but we require that the sell sheet is a single A4 document saved in the .pdf file format.

For US submissions, PDF typically automatically scale to the standard 8.5" x 11" standard used in the US. Make sure your text and images are large enough to be scaled down if required!

PDF is the easiest way to share documents widely when different readers may have widely varied equipment including computers, tablets and phones.


But I'm not a graphic designer. I don't know where to start.

A flashy design and cool font is less important that a clear well laid out sheet that contains these key features:

  • Your game name
  • A paragraph that sumarises the key game features
    • Theme and concept
    • Type of game
    • Number of players
    • Age range
    • Duration
  • Images of key game elements  
  • Reasons why this game would sell well. 
  • Contact info 

When you have the sheet ready click as and select the pdf format.

Who is eligible to enter the UKGE Publisher-Designer events?

Entry is open to any game designer with a completed game ready for publication. Please feel free to ask for advice if you have any questions.

What stage should my game design be at?

Your game should be well developed and well playtested. Written rules should be available with the prototype, or provided electronically shortly after a presentation. Many publishers prefer a print-and-play version of the game if the game does not require any special components (such as unique game-required components, or specifically-shaped components).

A publisher should be looking at a game that is ready to publish and not just an early idea. Sometimes, you will have the opportunity at the end of a pitch meeting to talk about working designs, but presenting am incomplete, untested design to a publisher has the potential to reflect poorly on you, your design process and your future designs!


Can I submit more than one entry to the UKGE events?

Yes, you can submit more than one entry. 

Each entry will need its own sell sheet.

What format should the Rules Sheet be in?

In addition to a Sell Sheet we ask you to submit a Rules Sheet for your game.

The Publishers can use the Rules Sheet to get a better idea of the Game Play.

The rules sheet can be an abbreviated summary of game components, turn order, basic concepts of game play and winning conditions.

A simple word document or pdf laying out the rules clearly is all that is needed.

There is no need to add images or to worry about the design of the rules. Adding headings etc can improve the clarity.

The Rules sheet should be no more than 2 sides of A4. If Publishers want more detailed rules they can ask for that after the Speed Dating.


Who do I contact for more information?

Kate Evans is running the Publisher-Designer Track events at UK Games Expo. 

Email her on

Where is the Application Page for Speed Dating and Boot Camp

 The Application Page for Speed Dating and Boot Camp is here...