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/lp/inderscience-publishers/strategies-for-reward-based-crowdfunding-campaigns-in-video-games-a-3Azbr8kJYJ
- Publisher
- Inderscience Publishers
- Copyright
- Copyright © Inderscience Enterprises Ltd
- ISSN
- 1746-5370
- eISSN
- 1746-5389
- DOI
- 10.1504/IJTE.2020.113926
- Publisher site
- See Article on Publisher Site
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.
Journal
International Journal of Technoentrepreneurship – Inderscience Publishers
Published: Jan 1, 2020