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INSIGHT/
Proven Crowdfunding Strategies for Indie Video Games
03/17/2024 Written by The Game Marketer
Crowdfunding has become a vital lifeline for indie game developers, offering a visible platform to connect directly with potential fans and secure the necessary funds to bring their creative visions to life.
Platforms like Kickstarter and Indiegogo have revolutionised the way indie games are funded, allowing developers to bypass traditional publishing routes and maintain creative control. In this article, we will delve into the most effective crowdfunding strategies for indie games, focusing on successful crowdfunding strategies for indie games, tips for running a Kickstarter campaign for video games, and Indiegogo strategies for indie game developers.
Understanding Crowdfunding for Video Games
Before launching a campaign, it is crucial to understand the fundamentals of crowdfunding for video games. There are two primary types of crowdfunding models:
Reward-Based Crowdfunding – This is the most common type of crowdfunding used in the gaming industry. Platforms like Kickstarter and Indiegogo allow backers to pledge money in exchange for rewards such as early access, exclusive in-game items, or physical merchandise. This model works well because it creates a sense of ownership and exclusivity for supporters.
Equity-Based Crowdfunding – Unlike reward-based crowdfunding, equity-based crowdfunding involves selling a portion of your company’s equity to investors. While this model is less common in the gaming industry, platforms like Fig have successfully funded indie games through this method. This approach is beneficial for developers who need substantial funding and are open to sharing company ownership with investors.
For most indie developers, reward-based crowdfunding is the best option as it allows them to maintain creative control while securing funding directly from their audience.
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Selecting the Right Platform: Kickstarter vs. Indiegogo
Choosing the right crowdfunding platform is crucial to your campaign’s success. Here’s how the two leading platforms compare:
Kickstarter for Games
All-or-Nothing Model: You only receive funds if you reach your goal. This model helps build urgency and encourages backers to pledge before the deadline.
Strong Gaming Community: Kickstarter has a dedicated gaming community, making it a trusted platform for indie game developers.
Better Visibility: Kickstarter’s algorithm favors well-organised projects with strong early traction, increasing your campaign’s visibility among potential backers.
Strict Approval Process: Kickstarter has more rigid requirements, ensuring that only well-prepared campaigns go live.
Indiegogo for Indie Games
Flexible Funding Option: Unlike Kickstarter, Indiegogo allows you to keep the funds raised even if you don’t reach your goal, making it a good choice for developers who prefer a more flexible approach.
More Control Over Rewards and Campaign Length: Indiegogo allows for longer campaigns and rolling contributions, giving developers more control over funding timelines.
Good for Smaller Campaigns: If you’re seeking a modest funding goal and want to test the waters, Indiegogo’s flexible funding model can be advantageous.
Selecting the right platform depends on your funding strategy. If you’re confident in meeting your goal, Kickstarter’s all-or-nothing model creates urgency among backers. If you prefer flexibility, Indiegogo provides a more adaptable funding structure.
Planning a Successful Video Game Crowdfunding Campaign
1. Set a Realistic Funding Goal
Setting the right goal is a balancing act—too high, and you risk not reaching it; too low, and you may not cover production costs. When setting your funding goal, take into account:
Development Costs: Factor in the expenses for game design, programming, sound design, and artwork.
Marketing Expenses: Promotion is key to a successful campaign. Budget for social media ads, influencer partnerships, and public relations efforts.
Physical Reward Production and Shipping Costs: If offering physical rewards, consider the costs of manufacturing and worldwide shipping.
Platform Fees: Kickstarter and Indiegogo take a percentage of funds raised. Be sure to account for these deductions.
A well-calculated goal reassures backers that you’ve planned your project carefully and can deliver on your promises.
2. Create an Engaging Campaign Page
Your campaign page is the first impression potential backers will have of your game. To make it compelling:
A Captivating Video: Your campaign video should introduce the game, showcase gameplay footage, and explain why backers should support it. Keep it short, engaging, and authentic.
Detailed Game Description: Explain the storyline, game mechanics, and what makes your game unique. Use high-quality visuals and GIFs to enhance your presentation.
Clear Reward Tiers: Backers should instantly understand what they get at each pledge level. Make rewards enticing but feasible to deliver.
Strong Call to Action: Encourage backers to pledge, share, and support the campaign in any way they can.
3. Build a Community Before Launch
Crowdfunding success is often determined before the campaign even begins. Steps to build an engaged audience:
Establish a Social Media Presence: Engage with your audience on Twitter, Facebook, Discord, and Reddit. Consistently post game updates, behind-the-scenes content, and teasers.
Engage with Indie Game Communities: Participate in discussions on forums like TIGSource, IndieDB, and gaming subreddits. Building a presence before launching your campaign increases credibility.
Create an Email List: Offer exclusive content, such as concept art or an early demo, to encourage sign-ups. An engaged email list can drive significant pledges on launch day.
Network with Influencers and Streamers: Gamers trust influencers. If a popular YouTuber or Twitch streamer showcases your game, it can lead to a surge in backers.
4. Offer Thoughtful and Realistic Rewards
Reward tiers should be exciting but also feasible to fulfill. Here are some effective reward ideas:
Early Bird Discounts: Special pricing for early supporters creates urgency and encourages immediate pledges.
Exclusive In-Game Items: Limited edition skins, weapons, or characters that won’t be available post-launch.
Name in the Credits: A simple but meaningful way to thank backers.
Limited Edition Physical Items: Art books, figurines, or posters signed by the development team.
When designing rewards, ensure they don’t eat into your budget or cause fulfillment issues down the line.
5. Execute a Strong Marketing Plan
A well-structured marketing plan ensures your campaign reaches a broad audience. Key tactics include:
Press Outreach: Reach out to gaming journalists and bloggers before launching your campaign to secure media coverage.
Paid Advertising: Target gaming communities with Facebook Ads, Google Ads, and Reddit promotions.
Content Marketing: Publish blogs, behind-the-scenes videos, and updates to maintain interest in your campaign.
Cross-Promotions: Partner with other indie developers to share audiences and boost visibility.
6. Maintain Momentum During the Campaign
Crowdfunding campaigns often experience a mid-campaign slump. Keep engagement high by:
Posting Regular Updates: Share progress reports, stretch goals, and new rewards.
Hosting Live Streams: Use Twitch or YouTube to interact with potential backers in real-time.
Encouraging Social Sharing: Offer incentives like digital wallpapers for those who share your campaign.
7. Plan for the Post-Campaign Phase
Successfully raising funds is just the beginning. To maintain backer trust:
Communicate Regularly: Provide consistent development updates.
Stick to Your Timeline: Set realistic deadlines and avoid overpromising.
Deliver on Rewards Promptly: Ensure backers receive their promised perks on time.
A well-planned crowdfunding campaign is the key to securing funding for an indie video game.
By selecting the right platform, setting a realistic goal, creating an engaging campaign page, and actively building a community, developers can maximise their chances of success. Offering well-structured rewards, executing a strong marketing plan, and maintaining engagement throughout the campaign are essential to achieving funding targets. Post-campaign transparency and regular updates help build trust with backers and sustain long-term community support.
Note the Key Performance Indicators (KPIs) of a successful crowdfunding campaign:
Funding Goal Achievement Rate – Percentage of goal reached
Backer Engagement – Number of backers, comments, and shares
Conversion Rate – Percentage of visitors who pledge
Campaign Video Performance – Views, watch time, and engagement
Social Media Growth – Follower increase and campaign-related interactions
Press and Influencer Mentions – Media coverage and influencer support
Post-Campaign Retention – Continued backer engagement and communication
At The Game Marketer, we specialise in helping indie developers turn their creative visions into successful, marketable games. With expertise in game marketing, crowdfunding strategies, and audience engagement, we provide the tools and insights needed to maximise your game's potential. Whether you're launching a Kickstarter campaign or promoting your next big title, we’re here to level up your marketing strategy.
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