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Strategies for reward based crowdfunding campaigns in video games: a context of indie game developers in the UK

Authors
Type
Published Article
Journal
International Journal of Technoentrepreneurship
Publisher
Inderscience Enterprises Ltd.
Publication Date
Dec 14, 2020
Accepted Date
Oct 13, 2020
Volume
4
Issue
2
Pages
105–121
Embargo Date
Source
MyScienceWork
Keywords
License
White

Abstract

The objective of the study was to define key success factors and challenges of a crowdfunding campaign for an indie games developer in the UK-We suggest that the key success factors identified can be separated into three categories-campaign factors, product factors, and human factors and propose a model including all three. A good campaign needs careful preparation prior to the launch, effective presentation, appropriate funding model with a realistic funding target for a short period, digital reward structure and well-planned marketing activities. Product characteristics appear to be a playable demo of the game which should be unique yet still having some familiar features. Human factors include having a pre-established audience reach, a relevant background in game development and appropriate team size. A main restraining factor was the stress and time cost of running the campaign, whilst intellectual property issues were found to be less important than expected.

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