GDC13 crowdfunding numbers and trends

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Slides from the Indie Game Summit lecture on crowdfunding in general and Kickstarter specifically.

GDC13 crowdfunding numbers and trends

  1. 1. CROWDFUNDING FOR INDIESREAL NUMBER AND TRENDSTHOMAS BIDAUXCEO & ICO Partners
  2. 2. INTRODUCTION Me Audience Crowdfunding (mostly, Kickstarter…) Data disclaimer Date Methodology No Ouya Survey All data available after the lectureIndie Game Summit Online Games Consulting & Services
  3. 3. KICKSTARTER - HIGH LEVEL PRINCIPLES All-or-Nothing USA and United Kingdom Largest platform for games: Kickstarter to date: $45m Indiegogo to date: $2.4m Ulule to date: $690kIndie Game Summit Online Games Consulting & Services
  4. 4. STATE OF KICKSTARTER Pre-2012 growth $1,200,000 100 90 $1,000,000 80 70 $800,000 60 $600,000 50 # projects 40 Total $ raised $400,000 30 20 $200,000 10 $- 0 2009 2010 2011Indie Game Summit Online Games Consulting & Services
  5. 5. STATE OF KICKSTARTER $ raised # successful projects 100% 100% 90% 90% 80% 80% 70% 70% 60% 60% 50% 50% 40% 40% 30% 30% $100k to $500k $100k to $500k 20% 20% $10k to $100k $10k to $100k 10% 10% >$10k >$10k 0% 0% 2009 2010 2011 2009 2010 2011Indie Game Summit Online Games Consulting & Services
  6. 6. STATE OF KICKSTARTER # of successful projects 350 # projects 300 250 200 150 100 50 0 2009 2010 2011 2012Indie Game Summit Online Games Consulting & Services
  7. 7. STATE OF KICKSTARTER Total $ raised $45,000,000.00 Total $ raised $40,000,000.00 $35,000,000.00 $30,000,000.00 $25,000,000.00 $20,000,000.00 $15,000,000.00 $10,000,000.00 $5,000,000.00 $- 2009 2010 2011 2012Indie Game Summit Online Games Consulting & Services
  8. 8. STATE OF KICKSTARTER $ raised # successful projects100% 100% 90% 90% 80% 80% 70% 70% 60% 60% 50% 50% 40% 40% Over $500k 30% 30% Over $500k $100k to $500k 20% $100k to $500k 20% $10k to $100k $10k to $100k 10% 10% >$10k >$10k 0% 0% 2009 2010 2011 2012 2009 2010 2011 2012Indie Game Summit Online Games Consulting & Services
  9. 9. STATE OF KICKSTARTER - 2012 Video games projects $8,000,000 40 $7,000,000 35 $6,000,000 30 $5,000,000 25 $4,000,000 20 $3,000,000 15 $2,000,000 10 $1,000,000 5 $- 0 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13Indie Game Summit Online Games Consulting & Services
  10. 10. STATE OF KICKSTARTER - pre - 2012 Median $16,000.00 Median $14,000.00 $12,000.00 $10,000.00 $8,000.00 $6,000.00 $4,000.00 $2,000.00 $- 2009 2010 2011 2012Indie Game Summit Online Games Consulting & Services
  11. 11. STATE OF KICKSTARTER There is a before and after Double Fine adventures - It benefitted projects at all levels Median is still at $14,500 Comparing previous years, all categories of projects have benefitted from the exposure. There seems to be a gap range more difficult to get funded.Indie Game Summit Online Games Consulting & Services
  12. 12. SUCCESS RATIO IN 2012 30%Indie Game Summit Online Games Consulting & Services
  13. 13. SUCCESS FACTORS 1 The right goalIndie Game Summit Online Games Consulting & Services
  14. 14. SUCCESS FACTORS 2 The f###ing right goal!!!Indie Game Summit Online Games Consulting & Services
  15. 15. SUCCESS FACTORS 3 Existing communityIndie Game Summit Online Games Consulting & Services
  16. 16. SUCCESS FACTORS 4 PR reachIndie Game Summit Online Games Consulting & Services
  17. 17. SUCCESS FACTORS 5 Proper positioning (PC game, niche genre)Indie Game Summit Online Games Consulting & Services
  18. 18. SUCCESS FACTORS 6 ReactivityIndie Game Summit Online Games Consulting & Services
  19. 19. SUCCESS FACTORS Seriously ask yourself: Is Kickstarter really right for you, your game, your company? - Not a discovery tool, more a magnifierIndie Game Summit Online Games Consulting & Services
  20. 20. BEST PRACTICES – BUDGET RIGHT 5% to Kickstarter, around 5% to Amazon Between 0.5% and 10% (!!!) for failed payments 5-10% Picking, Packing, Posting 5-15% for admin costs + taxes 10-20% Cost of Goods Average pledge $48 60-70% left for the project (if you didn’t make any mistakes)Indie Game Summit Online Games Consulting & Services
  21. 21. BEST PRACTICES Prepare well - Become a backer -Find a (successful) project similar to yours -- Manage the momentum paradoxIndie Game Summit Online Games Consulting & Services
  22. 22. Indie Game Summit Online Games Consulting & Services
  23. 23. Indie Game Summit Online Games Consulting & Services
  24. 24. BEST PRACTICES The campaign itself - Plan for a month off - Campaigns are resources sinks - Make sure you have the required skills available - You may failIndie Game Summit Online Games Consulting & Services
  25. 25. BEST PRACTICES Post-campaign management - Limited back-end - LOTS of micro-management - Manage expectationsIndie Game Summit Online Games Consulting & Services
  26. 26. TRENDS Games are still growing on the platform Game lifecycle mean 2013 will be painful - Games delayed, cancelled or below expectations - Refocus on short cycle project is likely (and credibility becomes even more important) There will be success stories too though Current industry ecosystem is not adapted, evolution are necessaryIndie Game Summit Online Games Consulting & Services
  27. 27. TRENDS Stealing from David Edery (Spryfox)Indie Game Summit Online Games Consulting & Services
  28. 28. TRENDS Going outside of Kickstarter - Other platforms (indiegogo) - Self-managed campaignIndie Game Summit Online Games Consulting & Services
  29. 29. Indie Game Summit Online Games Consulting & Services
  30. 30. TRENDS Pushing the quality up - Sophisticated campaigns - Playable demos Competition for awareness/niche segmentsIndie Game Summit Online Games Consulting & Services
  31. 31. PUTTING THINGS IN PERSPECTIVE $45m is : - Wii fit marketing budget - Killzone 2 development budget - 10% of the development budget of Ubisoft for 2011-2012 Just reached the end of the 1st year of the “Double fine”-era Accountability will be a key issueIndie Game Summit Online Games Consulting & Services
  32. 32. QUESTIONS? GDC 2013 – Crowdfunding for Indies : Real Numbers and TrendsIndie Game Summit Online Games Consulting & Services
  33. 33. Other sessions Kickstarter Lessons for Indie Game Developers: - Wednesday 11am – Room 2005 Pitching Secrets Revealed: - Wednesday 2pm – Room 304Indie Game Summit Online Games Consulting & Services
  34. 34. CONTACTING ME thomas@icopartners.com www.slideshare.net/ICOPartners www.icopartners.com/blog @icotom www.facebook.com/icopartnersIndie Game Summit Online Games Consulting & Services
  35. 35. ANNEX - EXTRA GRAPHS Online Games Consulting & Services
  36. 36. STATE OF KICKSTARTER - 2012 Over $500k $100k to $499k$7,000,000.00 5 $2,000,000.00 12$6,000,000.00 4 $1,800,000.00 $1,600,000.00 10 4$5,000,000.00 $1,400,000.00 3 8$4,000,000.00 3 $1,200,000.00 $1,000,000.00 6$3,000,000.00 2 $800,000.00 2 $600,000.00 4$2,000,000.00 1 $400,000.00$1,000,000.00 2 1 $200,000.00 $- 0 $- 0 # of Projects Total raised # of Projects Total raised $10k to $99k Under $10k$600,000.00 18 $80,000.00 18 16 $70,000.00 16$500,000.00 14 $60,000.00 14$400,000.00 12 12 $50,000.00 10 10$300,000.00 $40,000.00 8 8$200,000.00 6 $30,000.00 6 4 $20,000.00 4$100,000.00 $10,000.00 2 2 $- 0 $- 0 # of Projects Total raised # of Projects Total raised Online Games Consulting & Services
  37. 37. STATE OF KICKSTARTER 2009 2010 2011 2012 1% 10% 9% 22% 35% 18%54% 46% 65% 68% 72% Over $500k $100k to $500k $10k to $100k >$10k Online Games Consulting & Services
  38. 38. STATE OF KICKSTARTER - 2012 Median$40,000.00$35,000.00$30,000.00$25,000.00$20,000.00$15,000.00$10,000.00 $5,000.00 $- Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Online Games Consulting & Services
  39. 39. STATE OF KICKSTARTER - 2012 $ raised per month$7,000,000 $2,500,000$6,000,000 $2,000,000$5,000,000 $1,500,000$4,000,000$3,000,000 $1,000,000$2,000,000 $500,000$1,000,000 $- $- Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Over $500k under $500k Online Games Consulting & Services
  40. 40. WWW.ICOPARTNERS.COM OFFICE 6 10 FLEET STREET BN1 4ZE BRIGHTON UNITED KINGDOM CONTACT@ICOPARTNERS.COM +44 (0)20 8133 8806 Online Games Consulting & Services

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