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

Authors: Tahira Islam; Robert A. Phillips

Addresses: Alliance Manchester Business School, University of Manchester, Manchester, M15 6PB, UK ' Alliance Manchester Business School, University of Manchester, Manchester, M15 6PB, UK

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.

Keywords: crowdfunding; entrepreneurship; video games; start-ups; indie developers; reward model; creatives; funding; alternative finance.

DOI: 10.1504/IJTE.2020.113926

International Journal of Technoentrepreneurship, 2020 Vol.4 No.2, pp.105 - 121

Received: 15 Oct 2019
Accepted: 30 Sep 2020
Published online: 01 Apr 2021 *

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