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

Tahira Islam, Robert Phillips

Research output: Contribution to journalArticlepeer-review

Abstract

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.
Original languageEnglish
Pages (from-to)105
Number of pages121
JournalInternational Journal of Technoentrepreneurship
Volume4
Issue number2
DOIs
Publication statusPublished - 1 Apr 2020

Keywords

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

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