Strategies for reward based crowdfunding campaigns in video games: a context of indie game developers in the UK Online publication date: Thu, 01-Apr-2021
by Tahira Islam; Robert A. Phillips
International Journal of Technoentrepreneurship (IJTE), Vol. 4, No. 2, 2020
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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