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The game's creators Marcus Smith and Drew Murray pitched the game to numerous companies, but all of these pitches broke down over Insomniac's condition that they own the IP for Sunset Overdrive. They ended up pitching the game directly to Microsoft several times, who were more open to Insomniac owning the IP, and they ended up publishing the game as an Xbox One exclusive. The "main pitch" that presented the core ideas of the game to several executives however was noted for being unconventional, with Murray arriving wearing his "lucky shoes", riddled with holes, which he had not changed in two weeks:

Murray: "We're presenting, and I have these wet socks up in Seattle. I swear, there must have been six or seven levels of [Microsoft executive] hierarchy at this thing."

Smith: "It's the guy we know, and his boss, and his boss, and his boss... But it started off with us cluing into the speaker system in the conference room and playing the sample from the beginning of MC5's 'Kick Out the Jams', where it's like, "kick out the jams, mother fucker,' not knowing that one of the executives there hates swearing. And then it ended with Drew on top of a chair, mimicking how the game was going to play, and the last minute heroics. It was epic, and I'm shocked they didn't walk away from the table at that point. But for some reason, here we are."
Contributed by MehDeletingLater