GDC13 crowdfunding numbers and trends

CROWDFUNDING FOR INDIES
REAL NUMBER AND TRENDS

THOMAS BIDAUX
CEO & ICO Partners

INTRODUCTION

Me
Audience
Crowdfunding (mostly, Kickstarter…)
Data disclaimer
Date
Methodology
No Ouya
Survey
All data available after the lecture

Indie Game Summit Online Games Consulting & Services

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: $690k


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 2011



$ 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 2011



# of successful projects
350
# projects
300

250

200

150

100

50

0
2009 2010 2011 2012



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 2012



$ raised # successful projects
100%
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 2012


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-13


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 2012



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.


SUCCESS RATIO IN 2012

30%


SUCCESS FACTORS

1 The right goal


SUCCESS FACTORS

2 The f###ing right goal!!!


SUCCESS FACTORS

3 Existing community


SUCCESS FACTORS

4 PR reach


SUCCESS FACTORS

5 Proper positioning
(PC game, niche genre)


SUCCESS FACTORS

6 Reactivity


SUCCESS FACTORS

Seriously ask yourself:
Is Kickstarter really right for you, your game, your company?
- Not a discovery tool, more a magnifier


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)


BEST PRACTICES

Prepare well
- Become a backer
-Find a (successful) project similar to yours
-- Manage the momentum paradox


BEST PRACTICES

The campaign itself
- Plan for a month off
- Campaigns are resources sinks
- Make sure you have the required skills available
- You may fail


BEST PRACTICES

Post-campaign management
- Limited back-end
- LOTS of micro-management
- Manage expectations


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 necessary


TRENDS
Stealing from David Edery (Spryfox)


TRENDS

Going outside of Kickstarter
- Other platforms (indiegogo)
- Self-managed campaign


TRENDS

Pushing the quality up
- Sophisticated campaigns
- Playable demos
Competition for awareness/niche segments


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 issue


QUESTIONS?
GDC 2013 – Crowdfunding for Indies : Real Numbers and Trends


Other sessions

Kickstarter Lessons for Indie Game Developers:
- Wednesday 11am – Room 2005

Pitching Secrets Revealed:
- Wednesday 2pm – Room 304


CONTACTING ME

thomas@icopartners.com

www.slideshare.net/ICOPartners

www.icopartners.com/blog

@icotom

www.facebook.com/icopartners


ANNEX - EXTRA GRAPHS

Online Games Consulting & Services

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


2009 2010 2011 2012

1%
10% 9%
22%
35% 18%
54% 46%
65%
68% 72%

Over $500k $100k to $500k $10k to $100k >$10k



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

$-



$ 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

$- $-

Over $500k under $500k


WWW.ICOPARTNERS.COM
OFFICE 6
10 FLEET STREET
BN1 4ZE
BRIGHTON
UNITED KINGDOM

CONTACT@ICOPARTNERS.COM
+44 (0)20 8133 8806

GDC13 crowdfunding numbers and trends

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