Identify and pitch for new games and interactive media business

Business Sectors (Suites): Games and Interactive Media
Developed by: ScreenSkills
Approved on: 30 Mar 2021


​This standard involves generating business, either by procuring, responding to invitations to tender, or taking advantage of commercial opportunities. This includes pitching proposals either to clients or internal stakeholders to secure the work. This can be in relation to brand new projects or to improve or exploit the potential of existing ones.

It is about identifying and evaluating opportunities, scoping objectives, budgets and resources and preparing and presenting information about the organisations ability to deliver projects.

This standard can apply to games or interactive media. Interactive media can involve any type of interactive media content, products or services including, but not restricted to, websites, applications, or online marketing campaigns.

Games and interactive media projects can be for multi-platform or multi-channel use and can also involve the use of immersive technology which can include, but is not restricted to, Augmented Reality (AR), Virtual Reality (VR) and Mixed Reality (MR).

This standard is for anyone who generates games or interactive media business.

Performance criteria

You must be able to:

  1. ​undertake market research to identify market gaps and opportunities to develop new products or services, or derive revenue from existing ones
  2. liaise with relevant prospective clients on an ongoing basis to procure opportunities to tender or pitch for projects
  3. evaluate opportunities for products, services or projects that fit with your organisation's business model
  4. use reliable information to identify and understand client and market requirements
  5. make accurate and realistic assessments about the commercial merit of opportunities
  6. scope project objectives, timeframes, budgets and resource and user requirements that will deliver proposed projects
  7. liaise with relevant creative, technical, project management, business, marketing and community staff to ensure proposals are realistic and achievable 
  8. prepare documents to support all required aspects of proposed projects
  9. give clear and engaging presentations which present key information about proposals in a manner and pace appropriate for the audience
  10. follow up once information has been submitted or presented to ensure proposals were understood
  11. produce any additional information required to clarify proposals for clients or internal stakeholders

Knowledge and Understanding

You need to know and understand:

  1. ​your organisation's aims, values, direction, priorities and business model particularly the balance between work-for-hire and speculative product development
  2. the structure of the industry including the focus and activities of competitors
  3. the capabilities, opportunities, limitations and constraints of available technologies and approaches including the applicability of real-time animation
  4. the impact of diversity, inclusivity, accessibility, ethics, emotional intelligence and behavioural psychology on projects
  5. sources of information about competitions and awards that could generate new business and grants or other sources of funding that could support projects
  6. available sources of market information and how to use market research techniques to identify target markets, audience segments and competitor activity
  7. how to determine the commercial value of opportunities
  8. how to determine whether pitching for prospective clients' projects will be appropriate
  9. how to develop and present a business case for business, including how to perform investment analyses and risk assessments
  10. when it is appropriate to consider adapting, improving and scaling-up  of existing projects
  11. how and when to respond to requests for tender and develop effective proposals and presentations
  12. how to identify and understand the nature of clients' businesses and the context in which projects are required
  13. the needs and expectations of prospective clients and commissioners and how to manage client relationships including the dangers of over-promising and under-delivering
  14. how to remain aware of opportunities to network and promote your organisation to prospective clients or partners 
  15. your organisation's capabilities, resources and project and contract management processes
  16. the needs and expectations of your organisation's design and production staff and suppliers


Scope Performance

Scope Knowledge





Links To Other NOS

External Links

Version Number


Indicative Review Date

30 Mar 2026





Originating Organisation


Original URN


Relevant Occupations

Arts, Media and Publishing, Crafts, Creative Arts and Design, Media and Communication, VFX Technician, Animation Professionals, AR/VR Technician, Interactive Media Professionals, Games Professionals

SOC Code



interactive media; games; gaming; websites, applications; online marketing; AR/VR; 360; immersive technology; mixed reality; augmented reality; business; procuring; tender; commercial; opportunities; sales; development; work-for-hire; product; prototype