Kickstarting a Video Game

Kickstarting a Video Game

Russ ClarkeFounder, Payload Studios

Ancient History

’98-01 Stainless SoftwareProgrammer

‘05-12 Ideaworks (Marmalade)Programmer -> Tech Director -> Creative Director

Metal Gear Solid, Resident Evil, Call of Duty, Fable…

’13-… Payload StudiosFounder + Programmer + Game Director + Biz Dev + HR + Office Manager + Sales + … … … … … … … … … …

© 2014 Terra Tek Studios Ltd. All rights reserved.

Why Kickstarter?

Many forms of game financePublishers, VC, research grants…All come with stringsCreative England does great work (hope you’re eligible!)SEIS: small-scale private investment

KickstarterFewer strings than most+Validation+Promotion+Community building

© 2014 Terra Tek Studios Ltd. All rights reserved.

Kickstarter Stats

$1.6B pledged to 80k projects

>8M backersNearly 2.5M repeat backers

Games #5 category by funded projects…#1 by dollars pledged!

Video Games subcategory:$134M pledged / $13M UK

1345 succeeded / 139 UK

70% dollars pledged to UK projects are international

© 2014 Terra Tek Studios Ltd. All rights reserved.

Pro Tip: have a plan

The bar has raised! Do your homework…Some requirements need planning well in advance

You will need:Tangible product… ideally playable

Polished, engaging assets

Professionally produced video

Credible team & track record

…THEN you’re ready for Kickstarter

© 2014 Terra Tek Studios Ltd. All rights reserved.

Things to prepare

Community buildingBuild social reach IN ADVANCEAre you ready to handle large scale communication?

Reward tiersNot too manySpacing matters: think about the upsell(concentrate value at top end of popular ranges)“Early birds” considered harmful?

Stretch goalsDO offer something compellingDON’T add a burden of risk

© 2014 Terra Tek Studios Ltd. All rights reserved.

Things to prepare

Physical rewards: popular, not lucrativeStick to predictable costs: t-shirts, postersUse to add value to tiers you want to push

Content schedule: constant stream of activityMix it up: design blogs, concept art, event appearances,

interviews, podcasts, AMA, new tiers/goals, mini-videos, team announcements, content previews…

Queue all this up BEFORE you start

Align with events for greater exposureTrade shows, consumer shows, sporting events…

BUT: don’t over promise!

© 2014 Terra Tek Studios Ltd. All rights reserved.

How much to ask for?

Do you have a known IP?…or a connection to one?

Do you have A-list developers?

Do you have a big social reach?…outside the UK?

Do you have a very accessible product?

“Ask for what you need” ???Unrealistic to raise full dev cost for a substantial teamAsk for what you can get + have a plan for the rest

© 2014 Terra Tek Studios Ltd. All rights reserved.

TerraTech’s Kickstarter

Link: Project Video & Page

Video: 3:30 – on the long side (16% completed)1st minute: intro concept & team, show the actionThen salient details: game mechanics, key technology, game modes, content roadmapUnderline core values: community-driven development

Project Page:Image heavy, lively (animated gifs for effect)10 tiersDemo download link first & foremost

© 2014 Terra Tek Studios Ltd. All rights reserved.

TerraTech’s Kickstarter

Steam demo hit in final weekCouldn’t have timed better: ~15k downloads in 6 days

Paid adsExperimented, doubtful they recouped

Social reach could have been greaterLack of US penetration. USD might have been better?

27% via Kickstarter (peaked #14 in popular)Next time: focus promo effort in days 3-5 to prolong this

10% from in-game buttonHugely effective with Steam demo

<5% attributable press coverage eg RPS

© 2014 Terra Tek Studios Ltd. All rights reserved.

TerraTech’s Kickstarter

© 2014 Terra Tek Studios Ltd. All rights reserved.

Steam demo

AMA + 6h Twitch

TerraTech’s Kickstarter

© 2014 Terra Tek Studios Ltd. All rights reserved.

TerraTech’s Kickstarter

© 2014 Terra Tek Studios Ltd. All rights reserved.

TerraTech’s Kickstarter

© 2014 Terra Tek Studios Ltd. All rights reserved.

Backer Distribution

© 2014 Terra Tek Studios Ltd. All rights reserved.

Not final data, but similar proportions

So you got funded…

Then what?

A free community tool foreverEven if you fail. Kickstart your next attempt!

Backers want to see regular progressBut don’t spam. 1-4 updates per month

Show you’re working towards fulfilmentBackers understand hiccups if you communicateBitter pills can be sugaredeg TerraTech delayed Steam launch 4 months…but gave full transparency, found ways to compensate

© 2014 Terra Tek Studios Ltd. All rights reserved.

TerraTech’s roadmap so far

Mar ’14 1st public exposure (Rezzed)AprMay Downloadable demo (IndieDB.com)JunJuly KickstarterAug Alpha (Paypal)SepOctNov Beta (Humble Store)DecJan ‘15Feb Early Access (Steam)

© 2014 Terra Tek Studios Ltd. All rights reserved.

TerraTech 6 months later

© 2014 Terra Tek Studios Ltd. All rights reserved.

Link: Early Access Trailer

@_higekun

@TerraTechGame

www.TerraTechGame.com

Twitch.tv/TerraTechGame