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Julie Coniglio
Awkward Hug @awkward_hug
A Strategic Approach to Crowdfunding
Cindy Au
Kickstarter @shinyee_au
CROWDFUNDING
Use your community to fund your project.
A Strategic Approach to Crowdfunding Cindy Au Julie Coniglio - - PowerPoint PPT Presentation
A Strategic Approach to Crowdfunding Cindy Au Julie Coniglio - - PowerPoint PPT Presentation
A Strategic Approach to Crowdfunding Cindy Au Julie Coniglio Awkward Hug Kickstarter @awkward_hug @shinyee_au CROWDFUNDING Use your community to fund your project. = most $ raised by game campaign = live game campaigns PLATFORMS (one
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PLATFORMS
Keep what you raise.
= live game campaigns
(one week before GDC 2012)
All or nothing.
$100 k = most $ raised by game campaign
Keep what you raise or Opt in to all or nothing.
50 50
+
175
extensive network
- f partners
exclusively creative and well-curated
$13k $2m
anyone, globally, can raise money
*
* Indiegogo does not release numbers; these were based on exploration of their site $170k
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- 100% Creative Control
- Eliminates (Some) Risk
- Accessible Audience
- Public Facing Creator
- Allows Flexible Process
PROS CONS
- Idea Thievery
- Self-Promotions (no shyness)
- Many Hats
- Successful Campaign -
Now What!
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Socks, Inc. was among the first game projects to be funded on Kickstarter.
CASE STUDY
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- 1. How much do we need to make our game?
- 2. Who is going to fund it?
- 3. How do we reach these people?
3 MAJOR QUESTIONS TO TACKLE
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Most successful Kickstarter campaigns ask for less than $5G. What if you need more than that?
CAMPAIGN GOAL
Will your goal seem reasonable to your audience? Be Bold Re-evaluate Re-structure}
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CAMPAIGN GOAL
Ask for it. Be Bold Re-evaluate Re-structure Most successful Kickstarter campaigns ask for less than $5G. What if you need more than that?
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CAMPAIGN GOAL
Determine MVP, Minimum Viable Product. Be Bold Re-evaluate Re-structure Most successful Kickstarter campaigns ask for less than $5G. What if you need more than that?
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CAMPAIGN GOAL
Break it down. Be Bold Re-evaluate Re-structure Most successful Kickstarter campaigns ask for less than $5G. What if you need more than that?
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CAMPAIGN GOAL
Be Bold + Re-evaluate + Re-structure We did a little bit of all three... and asked for $6G
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- Get estimates & quotes
- Secure your team
- Rack your brains for hidden costs
Base Cost + 5% for Rewards + 5% for Kickstarter + 5% for Amazon
CAMPAIGN GOAL
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CONTRIBUTORS
Contributors to Socks, Inc.
- Family, friends + co-workers
- Your community
- Industry contacts
- Peeps who want your game to exist
}
- Their communities
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The best thing people can do for your campaign (after contributing) is evangelize.
CONTRIBUTORS
Give ‘em something to work with!
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Find creative ways to break through the digital noise. Digital outreach Be personal Real-world outreach Make swag }
REACH OUT
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REACH OUT
Digital outreach Be personal Real-world outreach Make swag
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We DMed thought leaders in
- verlapping industries and personally
asked them to share our campaign.
REACH OUT
Digital outreach Be personal Real-world outreach Make swag
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REACH OUT
Digital outreach Be personal Real-world outreach Make swag
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Postcards and patches were mailed to people who had played our previous games.
REACH OUT
Digital outreach Real-world outreach Be personal Make swag
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GIVE REWARDS
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GIVE REWARDS
}
TOTAL COSTS$23.75
This guy cost 4.75% of the $500 pledge to make. With packaging and delivery costs, the reward went slightly over our 5% rule.
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The sweet spot = level that earns the most $$$
Pre-determined Sweet Spot Awesomeness of Gift
The Socks, Inc. Reward Strategy
Pledge Level
GIVE REWARDS
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SHOWTIME
People aren’t just giving money to your project, they are giving money to you...
- Be honest, sincere, + charming
- Get straight to the point
- Establish your credibility
- Keep it < 5 mins.
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RESEARCH
Kickstart your pitch process with a healthy dose of preparation!
Follow blogs that analyze the data Ask for help! Learn from
- ther campaigns
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PLATFORMS THE DATA
Kickstarter
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+1239 Game projects launched +$8 million pledged
OVERALL NUMBERS
+135,000 backers
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Game Project Breakdown
17% 31% 51%
Video Game Projects (653) Board & Card Games (400) General Game Projects (221)
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Game Launches
50 100 150 200
4/1/09 7/1/09 10/1/09 1/1/10 4/1/10 7/1/10 10/1/10 1/1/11 4/1/11 7/1/11 10/1/11 1/1/12
General Games Board & Card Games Video Games
Socks, Inc.
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Game Pledges
5000 10000 15000 20000
4/1/09 7/1/09 10/1/09 1/1/10 4/1/10 7/1/10 10/1/10 1/1/11 4/1/11 7/1/11 10/1/11 1/1/12
General Game Board & Card Games Video Games
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Dollars Pledged Per Year
$0 $1,000,000 $2,000,000 $3,000,000 $4,000,000 2009 2010 2011 2012
General Games Board & Card Games Video Games
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Success Rates
General Games Board & Card Games Video Games
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
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Internal Pledge Referrers
Category Discover Live Search Thanks Page Popular Projects Home Page Users profile 48hr Reminder Regular Search Recently Launched Project Card 3750 7500 11250 15000 Pledges Referred
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External Pledge Referrers
boardgamegeek.com Facebook Twitter Google Reddit Kotaku schlockmercenary.com Google+ mail.live.com forum.rpg.net 1250 2500 3750 5000 Pledges Referred
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{
Average goal, total raised, and # of backers
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}
Average amount pledged
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{
Most popular reward tiers
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Thanks peeps!
Julie:
julie@awkwardhug.com @awkward_hug
Cindy:
cindy@kickstarter.com @shinyee_au