A USP (Unique Selling Proposition) isn't a unique idea,

not something "like this has never been done before," or a set of features.

A USP is a clear answer to the question:

why a player should choose this project among hundreds of others.

If this answer can't be articulated, then there is no USP.

Why a USP is needed:

- Development focus

- A USP helps eliminate unnecessary details.

Any decision in a project should either enhance the USP or not interfere with it.

Publisher filter:

A publisher looks at the USP to understand:

- Does the project have a place in the market;

- Is its potential player clear;

- Can it even be described in simple terms.

Communication foundation:

A USP is the basis for presentations; for descriptions; for trailers;

for future marketing.

What a USP is not:

- Genre;

- Setting;

- Visual style;

- a list of mechanics;

- the "soul of the project."

All of these elements can support a USP, but they don't replace it.

What does a working USP look like?

A good USP:

- can be formulated in 1-2 sentences;

- is understandable to someone outside of development;

- is supported by gameplay, not promises;

- can be read vertically.

If a USP can't be seen in the game, it doesn't exist.

Typical mistakes:

- Trying to be "for everyone."

- Substituting the author's personal passion for the USP.

- Seeking uniqueness in quantity, not focus.

- Creating a USP in words, not in mechanics.

How a publisher views a USP:

A publisher isn't interested in how unique a project is,

but in how distinctive it is.

The publisher's question is:

"Can I explain this project in 10 seconds to someone who doesn't know it?"

If not, the USP needs some work.

The key is:

A USP isn't a project's embellishment, but its core.

Without a USP, a game can exist, but it will struggle to get noticed.

The vertical slice here shows whether the USP exists in practice,

not in descriptions.