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.