Crowdfunding success know -how that indie game developers need to know

• Topic: Indie Game Crowd Funding Know-how and Subsequent linkage strategy

• Lecture: Kim Min-soo-Smilegate / Manager

• Field: Crowdfunding

• Time: 2022.11.18 (Fri) 14:00 ~ 14:50

• Summary: Introduction of operating know-how that can reduce the explanation and failure of crowdfunding, which is an essential system for indie game production, after funding and launch strategy after funding.

■ Rock Tar Organ! Features of crowdfunding you need to know

Crowdfunding is a compound word of crowd, which means the public, and a funding. Crowdfunding means realizing content or services that have not yet been in the world through public fundraising. Crowdfunding is also used for game development. Game planning and games that are still being developed are also launched through public fundraising.

There are a variety of platforms that support crowdfunding. Most recently, Kickstarter has attracted attention, and Korean game makers are familiar with tumble bucks. In addition, there are game crowdfunding pigs, indigo, and Cadiz.

The biggest feature of crowdfunding is easy to express in the language of World of Warcraft character Oak. Rock Tar Organ, 'if it is not a victory, death'. So is crowdfunding. Successful fundraising and winning, or failing to raise funds, and nothing. The creators have disappeared the recruitment funds in the meantime, and the sponsor cannot receive rewards promised by the creator.

Crowdfunding is not just a way to raise money. Crowdfunding is the way to find fandoms of my game project. Peace, which established the theory of popular culture, said, Fandom is associated with the cultural tastes of dependent people. If this sentence is assigned to the game industry, the 'dependent person' is a user who will spare no support for my game development, and 'cultural taste' means the genre that such users prefer.

According to the data from Kickstarter, the largest platform in game-related crowdfunding, the proportion of game projects is ranked third with 11%of the total. It is also the game that the highest success rate (28%, 1st) of the successful content was raised. Looking at the data of Pig, another game specialty crowdfunding platform, the target amount is 75%. In addition, even if you look at data such as Tumble bucks and Cadiz, game-related crowdfunding continues to grow.

■ Crowdfunding, who will sponsor?

Who supports crowdfunding? Those who support crowdfunding usually do something different from those who buy games. Crowdfunding is to buy intangible products that have not yet been produced. Therefore, it has the advantage of being able to check the products that have been sponsored faster than ordinary buyers. On the other hand, it is necessary to determine the value of the body, planning, painting, and German product that cannot be confirmed.

Those who support crowdfunding can be classified into two main categories. First, there are users who are familiar with the funding platform. They have experienced both the advantages and disadvantages of funding, and sponsor their favorite projects. It also prefers rewards with high value and scarcity. Some potential supporters are not used to crowdfunding. They exist mainly in external communities, game platforms, and SNS.

The best way to reach users is the keyword. Fandom users who are familiar with the funding platform can also respond to keywords even those who are not familiar with them. Keywords such as users who like martial arts, users who like fantasy, 'Soul Lake', 'Beautiful Girl', 'Sub Culture' are important factors that move users' minds. And keywords must be accurate and specific. If you're ambiguous or wide, you can't get attention. Before trying crowdfunding, keywords about the game they develop are essential.

■ Features of a successful crowdfunding page

The successful crowdfunding page is easy and clear. And the beginning and the end continues like the water flows. Introduction needs something to attract the patron's attention. Something gives the power to read and descend the funding page to the end. At the end of the introduction, an introduction to the game comes out. It delivers the key materials to express your game project in one sentence, and introduces the system how the game is done.

The second core of the crowdfunding page is 'trust'. The funding project should look like a well-built castle. The development schedule should be shared, the development team should be introduced, and the schedule of the project should be expressed in detail. Only then can you gain the trust of the patron. Perhaps if you have often looked at the crowdfunding page, you may have seen a page that says, 'Three team members, who are representative'. It is difficult for such a project page to gain the trust of the user.

The schedule related to development should be well organized. If you look at the page where the schedule is summarized, there are some cases where the development schedule and the delivery schedule are mixed. In this case, you may feel that there is a lack of explanation of 'Reward Delivery', which is the most curious part of the patrons. In addition, it is difficult to draw the exact blueprint of how the development is being d1. Even in this case, it is difficult to trust the patron.

Rewards to attract patrons are also important. Rewards have six characteristics. Rewards must be special. And you should be able to get only with funding. The quantity must be limited and there must be scarcity, and the sponsors must be recorded. Many people should be remarkable and must be recognized by many people.

There is the most important factor in crowdfunding. It is often described as a 'scratch goal'. It is a pledge to add something to the project when the project's fundraising reaches 200%and 300%. 'Stretch goal' is a part that can increase the completeness that could not be put in my project. It also helps to add new values that have never been before. 'Stretch goal' provides motivation to find more sponsors for fandoms.

Video and demo versions that run the game are now essential. The driving video or the demo version helps the patrons to identify the game right away. In addition, the most patrons look at the driving video or demo version and determine the sponsorship.

Crowdfunding can be found in two days after opening. If it does not exceed 100%of the fundraising within two days, the project is unlikely to succeed. On the contrary, funding, which exceeds 100%within two days, is likely to succeed until the target period.

■ Time of dogs and wolves

When the twilight is low, the silhouette of the animal that comes back to the sun is called 'Dog and Wolf Time'. At the end of the funding, there is an irreversible opportunity and crisis. Whether the upcoming animal is a dog or a wolf, the framework must be made to cope.

The development of the game is, of course, the first task. And as well as follow-up activities are essential. Funding is not simply recruiting funds. We must continue to promote to prevent the effort from fading, and to secure funds to proceed until the launch.

You have to find a community or SNS suitable for the games you develop, such as Twitter, Instagram, and Facebook. According to Smile gate's own survey, there are a lot of routes for those who want to sponsor. And it is also important to understand the time that people gather on each platform and promote them.