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Utility and Risks of Crowdfunding for video games

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Slides from Thomas BIDAUX (@icotom) lecture at the Video Games Economics Forum 2015 in Angouleme, France.

Utility and Risks of Crowdfunding for video games

  1. 1. Online Games Consulting & Services @icotom V E F 2 0 1 5 – A N G O U L E M E THOMAS BIDAUX CEO @ U T I L I T Y A N D R I S K S O F C R O W D F U N D I N G
  2. 2. Online Games Consulting & Services @icotom PART 1 - INTRODUCTION
  3. 3. Online Games Consulting & Services @icotom I N T R O D U C T I O N – T h o m a s B I D A U X
  4. 4. Online Games Consulting & Services @icotom I N T R O D U C T I O N - C R O W D F U N D I N G E X P E R I E N C E • Strike Suit Zero (Born Ready Games, UK) • Prodigy (Hanakai, Paris) • 2DARK (Gloomywoods, Lyon) • Fed back on 25+ projects (incl. Thimbleweed Park; Yooka-Laylee; Broken Sword) • Crowdfunding workshops (London; Paris)
  5. 5. Online Games Consulting & Services @icotom • 3 main models: Equity; Loan; Rewards • For-rewards leading on video games • Kickstarter leading on video games • Limited to certain countries • Other platforms • Indiegogo • Ulule • MMC • KKBB • Patreon I N T R O D U C T I O N T O C R O W D F U N D I N G
  6. 6. Online Games Consulting & Services @icotom PART 2 - CORE PRINCIPLE
  7. 7. Online Games Consulting & Services @icotom
  8. 8. Online Games Consulting & Services @icotom 20% in 48h
  9. 9. Online Games Consulting & Services @icotom 20% • Choose your goal well. • One “I love you” is worth 100 “I like you”. • Social proof matters. • Your existing community matters a lot. Measure it. 48h • Not discovery platforms - can be multipliers but can’t multiply 0. • Your launch is your best beat. • Success brings success. C O R E P R I N C I P L E
  10. 10. Online Games Consulting & Services @icotom • Backing is not buying. Entry barrier is higher. • Finding the balance between credibility and urgency is a delicate exercise • Dealing with backers demands is more investors relations than customer support P S Y C H O L O G Y O F A B A C K E R
  11. 11. Online Games Consulting & Services @icotom PART 3 - VIDEO GAMES
  12. 12. Online Games Consulting & Services @icotom • Share your campaign to your community before you launch. • Show the game, running, in the 30’ of your video • Show the game with GIFs, on your campaign page • Release a playable demo • Offer Early Bird rewards (in limited quantity) • Offer a $1/€1 reward level • Keep the blocks of text to a minimum • Keep your rewards easy to understand - if not, make an image summary • React to your campaign • Share other projects • I like postcards V I D E O G A M E S D O ’ S
  13. 13. Online Games Consulting & Services @icotom • Don’t make a surprise campaign nobody expected • Don’t announce your Stretch Goals • Don’t say yes to all the demands - learn to say no • Don’t keep quiet - answer to comments, make updates • Don’t make your campaign longer than 35 days • Don’t make it shorter than 25 days • Don’t set your objective at $1/€1 • Don’t launch a campaign for a mobile game • Don’t launch a campaign for a Free-to-Play game • Don’t make promises you didn’t check you can fulfil • Don’t lie! V I D E O G A M E S D O N T ’ S
  14. 14. Online Games Consulting & Services @icotom PART 4 - FAILING
  15. 15. Online Games Consulting & Services @icotom 20% F A I L I N G video games projects get funded
  16. 16. Online Games Consulting & Services @icotom F A I L I N G • Failing doesn’t carry a stigma. Getting funded is hard. • Failed projects are still beneficial: • Limited to certain countries • Community building • Media attention • Investors attention • You can also try again.
  17. 17. Online Games Consulting & Services @icotom F A I L I N G
  18. 18. Online Games Consulting & Services @icotom F A I L I N G
  19. 19. Online Games Consulting & Services @icotom F A I L I N G
  20. 20. Online Games Consulting & Services @icotom PART 5 - CLOSING WORDS
  21. 21. Online Games Consulting & Services @icotom W W W . I C O P A R T N E R S . C O M B R I G H T O N U N I T E D K I N G D O M C O N T A C T @ I C O P A R T N E R S . C O M + 4 4 ( 0 ) 2 0 7 1 9 3 5 1 5 8 thomas@icopartners.com www.slideshare.net/ICOPartners www.icopartners.com/blog @icotom www.facebook.com/icopartners

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