A four-month business incubation program helping game development teams turn prototypes into market-ready projects through business, marketing, and industry mentorship.
Turn your prototype into a project with audience, strategy, and real partners.
Time
21 March - 20 June
Team size
1-6 people
Price
95€ (+tax) per team
Great games can be made anywhere but successful projects are built with strategy, clarity, and support.
This program helps you:
-
Clarify your target players and value
so you know who you’re building for and why they care. -
Build a step-by-step path to visibility
so your game isn’t just developed - it’s seen, followed, and talked about. -
Align business decisions with development
so your creative vision matches the reality of funding, publishing, and growth. -
Get ready to pitch with confidence
with real feedback from mentors and industry professionals.
Whether you’re exploring funding, publishers, or your first official release – this program puts you on a practical, professional path toward real market traction.
This program is designed for small game development teams (1–6 people) who already have a playable prototype and are ready to move beyond development.
You might be exploring funding, publishing, or your first official release and want clearer positioning, stronger strategy, and real market direction.
Teams should have (or be ready to register) a legal entity and commit to the full four-month incubation process.
About Us
Game UP! Academy is a practical game development academy founded by Maret Saluste to bridge the gap between theoretical education and industry demands. The academy was born from the realization that many traditional programs are outdated, leading to a focus on hands-on experience and mentorship-driven learning.
The curriculum is centered around Unreal Engine, covering essential fields such as 3D modeling, UEFN, visual effects (VFX), narrative design, and marketing. Education is delivered in small groups by active industry professionals, ensuring students gain relevant skills for modern game studios.
Whether for beginners or advanced developers, the academy provides a supportive community aimed at turning creative ideas into playable projects and professional portfolios.
The Game UP! 2026 program is supported by the Pärnu County Business Incubator, a dedicated growth environment for ambitious companies. Unlike general business courses, this is a focused 9-month incubation program designed specifically for established entities looking to scale their operations and refine their business models.
The incubator provides a comprehensive support system that includes personalized consultations, high-level mentorship, and practical training. Participating companies benefit from expert guidance in business development, fundraising, and market entry strategies. By offering access to a professional network and specialized knowledge, the incubator minimizes startup risks and helps Pärnu-based businesses transform innovative ideas into sustainable, export-ready success stories.
The program is built as a structured four-month journey, where each session builds toward the final goal: a stronger, market-ready game project.
Six focused sessions combine in-person workshops, online checkpoints, and continuous mentor support between sprints.
Duration: March–June 2026 (4 months)
Format: Hybrid in-person sessions in Pärnu and online sessions
Sessions: 6 core sessions + ongoing mentor support
Community: Community events + dedicated Discord channel for teams and mentors
21 March - Kick-off: Business Focus & Direction - 6 hours
An opening foundation session designed to align your team around strategy, scope, and market positioning from day one.
You will:
- Clarify your game’s core and value proposition
- Define your target audience and market direction
- Understand the logic behind your business model
- Define realistic scope and development priorities
- Align team roles and decision-making responsibilities
- Set clear expectations for the incubation period
The session also includes an inspirational talk by a professional from the Estonian game industry.
Outcome:
A shared strategic direction and a concrete action plan for the months ahead.
18 April - Early Marketing & Visibility - 6 hours
A practical workshop focused on building early visibility while your game is still in development.
You will:
- Define your core player and community
- Choose relevant channels and platforms
- Understand early traction signals and marketing goals
- Connect marketing actions with development decisions
Outcome:
A clear visibility and communication plan tailored to your project.
9 May - Financial Planning & Funding - 5 hours
A focused session on financial clarity and funding readiness.
You will:
- Structure your development budget and resource plan
- Define funding needs and realistic use of funds
- Explore grants, investors, and partnership options
- Identify financial risks and key assumptions
Outcome:
A structured financial overview and clearer funding direction.
23 May - Strategy & Traction checkpoint - 3-4 hours
A structured progress review between financial planning and pitch preparation.
Teams present their positioning, traction signals, and development priorities, and receive direct mentor feedback.
You will:
- Refine your value proposition and target audience
- Review marketing actions and community-building efforts
- Evaluate traction signals (e.g., wishlist growth, playtests, engagement)
- Align development priorities with business and market goals
- Identify gaps before entering the pitch phase
Outcome:
A validated strategic direction and strengthened market positioning before demo preparation.
6 June - Pitching & Market Preparation - 6 hours
A hands-on session dedicated to presenting your project clearly and confidently.
You will:
- Structure your pitch and refine your story
- Present your game to partners and funders effectively
- Frame creative decisions within a business context
- Prepare for real-world conversations beyond the program
Outcome:
A clear, confident pitch aligned with your strategy and positioning.
20 June - LHV Final Demo & Pitch Day (+Networking event) - 5 hours+
The program concludes with live demo presentations and networking with invited partners and industry guests.
You will:
- Present your game and pitch publicly
- Receive professional feedback
- Build connections for continued development and collaboration
Outcome:
Clear next steps, stronger positioning, and expanded professional network.
Networking Events
Access to curated networking events with industry leaders, investors, mentors, and fellow innovators.
Special Partner Awards:
LHV – Team Coaching & Business Program Access
Professional coaching for the entire team and direct access to LHV’s Small Business Development Program.
Estonian Virtual and Augmented Reality Association – reality.express 2026 Passes
Conference passes to reality.express 2026 for the TOP 3 teams, offering exposure to the latest VR/AR industry trends and networking opportunities.
Limited number of teams selected.
