How Lunar Owl Helped Affray Transform From a Game Team Into a Funded, Publisher-Backed Studio

Overview

Affray Interactive—the team behind SCP: 5K—approached Lunar Owl during a pivotal transition. They had strong creative talent and a promising game, but needed guidance shifting from being “a team making a game” into “a studio building a business.” Lunar Owl supported Affray through this evolution, helping them refine their pitch, connect with publishers, and ultimately secure a deal far beyond what they initially sought.

client

Affray Interactive

Services

Publishing

The Challenge

Affray had exceptional artistic and creative capabilities, but lacked:

Business structure and strategic planning
Publisher-facing materials and messaging
A network of relationships within the industry
Experience negotiating term sheets and long-form agreements
Confidence in evaluating multiple publishing paths

They needed a partner to help them position themselves professionally—and ensure they made the right long-term decision once publisher interest arrived.

Our Approach

1. Transforming the Team Into a Business

Lunar Owl guided Affray through the mindset shift from “project-first” to “business-first.”
We helped them:

Refine their goals
Establish clearer studio positioning
Prepare for publisher conversations
Build processes suitable for long-term partnerships

This foundation was essential for attracting serious interest.

2. Building High-Impact Pitch Materials

Lunar Owl worked closely with Affray to create a professional, publisher-ready pitch package that showcased their strengths.
The combination of:

Affray’s standout creative and technical capabilities
Lunar Owl’s industry expertise, structure, and messaging
…resulted in materials that gained immediate traction in the marketplace.

3. Opening Doors Through Our Network

We introduced Affray to key publishing partners and helped them build strong, meaningful relationships across the industry.
This exposure resulted in multiple publishers expressing serious interest, giving Affray options and leverage.

4. Choosing the Right Path Forward

With several strong offers on the table, Lunar Owl advised Affray on:

Evaluating deal structures
Understanding long-term implications
Managing communication and negotiations
Identifying the best strategic partner

This ensured the team made a decision aligned with both their creative and commercial goals.

5. Reviewing Terms & Supporting the Deal

We helped Affray navigate the term sheet and long-form agreement—clarifying risk, opportunity, and negotiation points.
They ultimately secured a deal that was significantly stronger than what they believed possible when they first approached the market.

Final thoughts

The Result

Affray Interactive evolved into a publisher-backed studio with:

A strong strategic partner
A larger deal than they expected
A clearer business foundation
A long-term path for SCP: 5K and future projects

Their creative excellence combined with Lunar Owl’s business support enabled them to unlock an opportunity far exceeding their initial goals.

Why It Worked

Affray brought passion, artistic skill, and a compelling project. Lunar Owl brought structure, strategic insight, industry access, and experienced deal guidance.Together, we created a partnership that transformed a promising game team into a professionally positioned studio with serious momentum.