Ludicious 2014 - Crowdfunding numbers and trends

Data & Analytics

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  1. 1. CROWDFUNDING for INDIE GAMESTHOMAS BIDAUXCEO @TRENDS AND BEST PRACTICES
  2. 2. Online Games Consulting & ServicesINTRODUCTIONMEAUDIENCECROWDFUNDING (MOSTLY, KICKSTARTER…)DATA DISCLAIMERDateMethodology (support from Potion of Wit)No OuyaSome survey dataAll data available after the lecture
  3. 3. KICKSTARTER - HI GH L E V E L P R I N C I P L E SAll-or-NothingUSA, UK, Canada, Australia, New Zealand, Netherlands,Scandinavia and IrelandLargest platform for games:Online Games Consulting & ServicesKickstarter to date: $125mIndiegogo to date: $4m (est.)Ulule to date: $1m (est.)
  4. 4. Online Games Consulting & ServicesSTATE OF KICKSTARTERPRE-2012 GROWTH
  5. 5. Online Games Consulting & Services One million dollars!
  6. 6. T H E N … D o u b l e Fine Adventure happenedOnline Games Consulting & Services
  7. 7. Online Games Consulting & ServicesSTATE OF KICKSTARTER# OF SUCCESSFUL PROJECTS
  8. 8. Online Games Consulting & ServicesSTATE OF KICKSTARTERTOTAL $ RAISED
  9. 9. Online Games Consulting & ServicesSTATE OF KICKSTARTER# OF FUNDED VIDEO GAME PROJECTS
  10. 10. Online Games Consulting & ServicesSTATE OF KICKSTARTERTOTAL $ RAISED - VIDEO GAME PROJECTS
  11. 11. # OF SUCCESSFUL PROJECT PER TIER (TOTAL $ RAISED) VIDEO GAMESOnline Games Consulting & ServicesSTATE OF KICKSTARTER
  12. 12. Online Games Consulting & ServicesSTATE OF KICKSTARTER$ RAISED BY PROJECTS PER TIER (TOTAL $ RAISED) VIDEO GAMES
  13. 13. Online Games Consulting & ServicesSTATE OF KICKSTARTERVIDEO GAMES - $ PLEDGED PER MONTH
  14. 14. STATE OF KICKSTARTER – p r e 2 0 1 2Online Games Consulting & ServicesM E D I A N - F U N D E D PROJECTS
  15. 15. THERE IS A SIGNIFICANT SLOW DOWNOnline Games Consulting & ServicesThere is a before and after Double Fine adventuresIt benefitted projects at all levelsMedian is now at $11,200, down from $16,000All metrics going down as all the low hanging fruits have been grabbedComparing previous years, all categories of projects have benefittedfrom the exposure.There seems to be a gap range more difficult to get funded.
  16. 16. Online Games Consulting & ServicesSUCCESS RATIO IN 2014 SO FAR20%(was 24% in 2013)
  17. 17. Online Games Consulting & ServicesSUCCESS FACTORS1 The right goal
  18. 18. Online Games Consulting & ServicesSUCCESS FACTORS2 The f###ing right goal!!!
  19. 19. Online Games Consulting & ServicesSUCCESS FACTORS3 Existing community
  20. 20. Online Games Consulting & ServicesSUCCESS FACTORS4 PR reach
  21. 21. Online Games Consulting & ServicesSUCCESS FACTORS5 Proper positioning(PC game, niche genre)
  22. 22. Online Games Consulting & ServicesSUCCESS FACTORS6 Reactivity
  23. 23. SUCCESS FACTORSIs Kickstarter really right for you, your game, your company?Not a discovery tool, only a multiplierOnline Games Consulting & ServicesSERIOUSLY ASK YOURSELF!
  24. 24. BEST PRACTICES – BUDG E T R I GHT60-70% left for the project (if you didn’t make anymistakes)Online Games Consulting & Services5% to Kickstarter, around 5% to AmazonBetween 0.5% and 4% for failed payments5-10% Picking, Packing, Posting5-15% for admin costs + taxes10-20% Cost of GoodsAverage pledge $48
  25. 25. Online Games Consulting & ServicesBEST PRACTICESPrepare wellBecome a backerFind a (successful) project similar to yoursManage the momentum paradoxPhysical rewards only at a certain scale
  26. 26. Online Games Consulting & ServicesSTRIKE SUIT ZERO4,484 backers $174,804
  27. 27. 73,986 backers $3,986,929Online Games Consulting & ServicesPROJECT ETERNITY
  28. 28. Online Games Consulting & ServicesBEST PRACTICESThe campaign itselfPlan for a month offCampaigns are resources sinksMake sure you have the required skills availableProduction value is going upDemo probably requiredYou may fail
  29. 29. Online Games Consulting & Services
  30. 30. Online Games Consulting & ServicesBEST PRACTICESPost-campaign managementLimited back-endLOTS of micro-managementManage expectations long term
  31. 31. Online Games Consulting & ServicesTRENDSWe have reached a slumpPlatform reaching maturity (other platforms potentially growing)
  32. 32. Online Games Consulting & ServicesTRENDS – PLATFORMS CYCLESTEALING FROMDAVID EDERY (SPRYFOX)2014-????InevitableMisery2012- 2013Early Glory2009 -2011UncertainBeginnings???? - ????TriumphantReturn
  33. 33. Online Games Consulting & ServicesTRENDSGoing outside of KickstarterOther platforms (indiegogo, ulule)Self-managed campaignPublisher support (The Collective)
  34. 34. Online Games Consulting & Services
  35. 35. Online Games Consulting & Services
  36. 36. Online Games Consulting & Services
  37. 37. Online Games Consulting & ServicesTRENDSPushing the quality upSophisticated campaignsPlayable demosLow media pick-upCampaigns that failed… and still won
  38. 38. Online Games Consulting & Services
  39. 39. LUDICIOUS 2014 – CROWDFUNDING FOR INDIE VIDEOGAMESOnline Games Consulting & ServicesQUESTIONS?
  40. 40. Online Games Consulting & ServicesCONTACTING MEthomas@icopartners.comwww.slideshare.net/ICOPartnerswww.icopartners.com/blog@icotomwww.facebook.com/icopartners
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  1. 1. CROWDFUNDING for INDIE GAMESTHOMAS BIDAUXCEO @TRENDS AND BEST PRACTICES
  2. 2. Online Games Consulting & ServicesINTRODUCTIONMEAUDIENCECROWDFUNDING (MOSTLY, KICKSTARTER…)DATA DISCLAIMERDateMethodology (support from Potion of Wit)No OuyaSome survey dataAll data available after the lecture
  3. 3. KICKSTARTER - HI GH L E V E L P R I N C I P L E SAll-or-NothingUSA, UK, Canada, Australia, New Zealand, Netherlands,Scandinavia and IrelandLargest platform for games:Online Games Consulting & ServicesKickstarter to date: $125mIndiegogo to date: $4m (est.)Ulule to date: $1m (est.)
  4. 4. Online Games Consulting & ServicesSTATE OF KICKSTARTERPRE-2012 GROWTH
  5. 5. Online Games Consulting & Services One million dollars!
  6. 6. T H E N … D o u b l e Fine Adventure happenedOnline Games Consulting & Services
  7. 7. Online Games Consulting & ServicesSTATE OF KICKSTARTER# OF SUCCESSFUL PROJECTS
  8. 8. Online Games Consulting & ServicesSTATE OF KICKSTARTERTOTAL $ RAISED
  9. 9. Online Games Consulting & ServicesSTATE OF KICKSTARTER# OF FUNDED VIDEO GAME PROJECTS
  10. 10. Online Games Consulting & ServicesSTATE OF KICKSTARTERTOTAL $ RAISED - VIDEO GAME PROJECTS
  11. 11. # OF SUCCESSFUL PROJECT PER TIER (TOTAL $ RAISED) VIDEO GAMESOnline Games Consulting & ServicesSTATE OF KICKSTARTER
  12. 12. Online Games Consulting & ServicesSTATE OF KICKSTARTER$ RAISED BY PROJECTS PER TIER (TOTAL $ RAISED) VIDEO GAMES
  13. 13. Online Games Consulting & ServicesSTATE OF KICKSTARTERVIDEO GAMES - $ PLEDGED PER MONTH
  14. 14. STATE OF KICKSTARTER – p r e 2 0 1 2Online Games Consulting & ServicesM E D I A N - F U N D E D PROJECTS
  15. 15. THERE IS A SIGNIFICANT SLOW DOWNOnline Games Consulting & ServicesThere is a before and after Double Fine adventuresIt benefitted projects at all levelsMedian is now at $11,200, down from $16,000All metrics going down as all the low hanging fruits have been grabbedComparing previous years, all categories of projects have benefittedfrom the exposure.There seems to be a gap range more difficult to get funded.
  16. 16. Online Games Consulting & ServicesSUCCESS RATIO IN 2014 SO FAR20%(was 24% in 2013)
  17. 17. Online Games Consulting & ServicesSUCCESS FACTORS1 The right goal
  18. 18. Online Games Consulting & ServicesSUCCESS FACTORS2 The f###ing right goal!!!
  19. 19. Online Games Consulting & ServicesSUCCESS FACTORS3 Existing community
  20. 20. Online Games Consulting & ServicesSUCCESS FACTORS4 PR reach
  21. 21. Online Games Consulting & ServicesSUCCESS FACTORS5 Proper positioning(PC game, niche genre)
  22. 22. Online Games Consulting & ServicesSUCCESS FACTORS6 Reactivity
  23. 23. SUCCESS FACTORSIs Kickstarter really right for you, your game, your company?Not a discovery tool, only a multiplierOnline Games Consulting & ServicesSERIOUSLY ASK YOURSELF!
  24. 24. BEST PRACTICES – BUDG E T R I GHT60-70% left for the project (if you didn’t make anymistakes)Online Games Consulting & Services5% to Kickstarter, around 5% to AmazonBetween 0.5% and 4% for failed payments5-10% Picking, Packing, Posting5-15% for admin costs + taxes10-20% Cost of GoodsAverage pledge $48
  25. 25. Online Games Consulting & ServicesBEST PRACTICESPrepare wellBecome a backerFind a (successful) project similar to yoursManage the momentum paradoxPhysical rewards only at a certain scale
  26. 26. Online Games Consulting & ServicesSTRIKE SUIT ZERO4,484 backers $174,804
  27. 27. 73,986 backers $3,986,929Online Games Consulting & ServicesPROJECT ETERNITY
  28. 28. Online Games Consulting & ServicesBEST PRACTICESThe campaign itselfPlan for a month offCampaigns are resources sinksMake sure you have the required skills availableProduction value is going upDemo probably requiredYou may fail
  29. 29. Online Games Consulting & Services
  30. 30. Online Games Consulting & ServicesBEST PRACTICESPost-campaign managementLimited back-endLOTS of micro-managementManage expectations long term
  31. 31. Online Games Consulting & ServicesTRENDSWe have reached a slumpPlatform reaching maturity (other platforms potentially growing)
  32. 32. Online Games Consulting & ServicesTRENDS – PLATFORMS CYCLESTEALING FROMDAVID EDERY (SPRYFOX)2014-????InevitableMisery2012- 2013Early Glory2009 -2011UncertainBeginnings???? - ????TriumphantReturn
  33. 33. Online Games Consulting & ServicesTRENDSGoing outside of KickstarterOther platforms (indiegogo, ulule)Self-managed campaignPublisher support (The Collective)
  34. 34. Online Games Consulting & Services
  35. 35. Online Games Consulting & Services
  36. 36. Online Games Consulting & Services
  37. 37. Online Games Consulting & ServicesTRENDSPushing the quality upSophisticated campaignsPlayable demosLow media pick-upCampaigns that failed… and still won
  38. 38. Online Games Consulting & Services
  39. 39. LUDICIOUS 2014 – CROWDFUNDING FOR INDIE VIDEOGAMESOnline Games Consulting & ServicesQUESTIONS?
  40. 40. Online Games Consulting & ServicesCONTACTING MEthomas@icopartners.comwww.slideshare.net/ICOPartnerswww.icopartners.com/blog@icotomwww.facebook.com/icopartners
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