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Ludicious 2014 - Crowdfunding numbers and trends

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Ludicious Game Festival 2014 - Crowdfunding numbers and trends for video games

Thomas BIDAUX from ICO Partners.

Published in: Data & Analytics
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Ludicious 2014 - Crowdfunding numbers and trends

  1. 1. CROWDFUNDING for INDIE GAMES THOMAS BIDAUX CEO @ TRENDS AND BEST PRACTICES
  2. 2. Online Games Consulting & Services INTRODUCTION ME AUDIENCE CROWDFUNDING (MOSTLY, KICKSTARTER…) DATA DISCLAIMER Date Methodology (support from Potion of Wit) No Ouya Some survey data All data available after the lecture
  3. 3. KICKSTARTER - HI GH L E V E L P R I N C I P L E S All-or-Nothing USA, UK, Canada, Australia, New Zealand, Netherlands, Scandinavia and Ireland Largest platform for games: Online Games Consulting & Services Kickstarter to date: $125m Indiegogo to date: $4m (est.) Ulule to date: $1m (est.)
  4. 4. Online Games Consulting & Services STATE OF KICKSTARTER PRE-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 happened Online Games Consulting & Services
  7. 7. Online Games Consulting & Services STATE OF KICKSTARTER # OF SUCCESSFUL PROJECTS
  8. 8. Online Games Consulting & Services STATE OF KICKSTARTER TOTAL $ RAISED
  9. 9. Online Games Consulting & Services STATE OF KICKSTARTER # OF FUNDED VIDEO GAME PROJECTS
  10. 10. Online Games Consulting & Services STATE OF KICKSTARTER TOTAL $ RAISED - VIDEO GAME PROJECTS
  11. 11. # OF SUCCESSFUL PROJECT PER TIER (TOTAL $ RAISED) VIDEO GAMES Online Games Consulting & Services STATE OF KICKSTARTER
  12. 12. Online Games Consulting & Services STATE OF KICKSTARTER $ RAISED BY PROJECTS PER TIER (TOTAL $ RAISED) VIDEO GAMES
  13. 13. Online Games Consulting & Services STATE OF KICKSTARTER VIDEO GAMES - $ PLEDGED PER MONTH
  14. 14. STATE OF KICKSTARTER – p r e 2 0 1 2 Online Games Consulting & Services M E D I A N - F U N D E D PROJECTS
  15. 15. THERE IS A SIGNIFICANT SLOW DOWN Online Games Consulting & Services There is a before and after Double Fine adventures It benefitted projects at all levels Median is now at $11,200, down from $16,000 All metrics going down as all the low hanging fruits have been grabbed Comparing previous years, all categories of projects have benefitted from the exposure. There seems to be a gap range more difficult to get funded.
  16. 16. Online Games Consulting & Services SUCCESS RATIO IN 2014 SO FAR 20% (was 24% in 2013)
  17. 17. Online Games Consulting & Services SUCCESS FACTORS 1 The right goal
  18. 18. Online Games Consulting & Services SUCCESS FACTORS 2 The f###ing right goal!!!
  19. 19. Online Games Consulting & Services SUCCESS FACTORS 3 Existing community
  20. 20. Online Games Consulting & Services SUCCESS FACTORS 4 PR reach
  21. 21. Online Games Consulting & Services SUCCESS FACTORS 5 Proper positioning (PC game, niche genre)
  22. 22. Online Games Consulting & Services SUCCESS FACTORS 6 Reactivity
  23. 23. SUCCESS FACTORS Is Kickstarter really right for you, your game, your company? Not a discovery tool, only a multiplier Online Games Consulting & Services SERIOUSLY ASK YOURSELF!
  24. 24. BEST PRACTICES – BUDG E T R I GHT 60-70% left for the project (if you didn’t make any mistakes) Online Games Consulting & Services 5% to Kickstarter, around 5% to Amazon Between 0.5% and 4% for failed payments 5-10% Picking, Packing, Posting 5-15% for admin costs + taxes 10-20% Cost of Goods Average pledge $48
  25. 25. Online Games Consulting & Services BEST PRACTICES Prepare well Become a backer Find a (successful) project similar to yours Manage the momentum paradox Physical rewards only at a certain scale
  26. 26. Online Games Consulting & Services STRIKE SUIT ZERO 4,484 backers $174,804
  27. 27. 73,986 backers $3,986,929 Online Games Consulting & Services PROJECT ETERNITY
  28. 28. Online Games Consulting & Services BEST PRACTICES The campaign itself Plan for a month off Campaigns are resources sinks Make sure you have the required skills available Production value is going up Demo probably required You may fail
  29. 29. Online Games Consulting & Services
  30. 30. Online Games Consulting & Services BEST PRACTICES Post-campaign management Limited back-end LOTS of micro-management Manage expectations long term
  31. 31. Online Games Consulting & Services TRENDS We have reached a slump Platform reaching maturity (other platforms potentially growing)
  32. 32. Online Games Consulting & Services TRENDS – PLATFORMS CYCLE STEALING FROM DAVID EDERY (SPRYFOX) 2014-???? Inevitable Misery 2012- 2013 Early Glory 2009 -2011 Uncertain Beginnings ???? - ???? Triumphant Return
  33. 33. Online Games Consulting & Services TRENDS Going outside of Kickstarter Other platforms (indiegogo, ulule) Self-managed campaign Publisher 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 & Services TRENDS Pushing the quality up Sophisticated campaigns Playable demos Low media pick-up Campaigns that failed… and still won
  38. 38. Online Games Consulting & Services
  39. 39. LUDICIOUS 2014 – CROWDFUNDING FOR INDIE VIDEOGAMES Online Games Consulting & Services QUESTIONS?
  40. 40. Online Games Consulting & Services CONTACTING ME thomas@icopartners.com www.slideshare.net/ICOPartners www.icopartners.com/blog @icotom www.facebook.com/icopartners

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