Mitch Gitelman
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This document summarizes Mitch Gitelman's experience in the gaming industry and how he used crowdfunding on Kickstarter to fund the development of Shadowrun Returns. It discusses how crowdfunding has become a viable way for independent game developers to fund projects before or without completion. It provides tips for running a successful crowdfunding campaign, including finding your audience, sharing your vision, keeping updates regular, and being responsive to backers. The Shadowrun Returns campaign raised $1.9 million over 25 days from over 36,000 backers.
Mitch Gitelman
- 1. Kickstarting Shadowrun Returns Adventures in Crowdfunding Mitch Gitelman Co-Founder, Harebrained Schemes Seattle, WA
- 2. Our Aging Hero • Designer, Mayfair Games 1993 • Founded Pompeii Design Studio in 1994 • Creative Director @ a horrible game co. • Joined FASA Interactive in 1996 – Producer/Designer MechCommander Series – Developed Crimson Skies IP • FASA acquired by Microsoft 1998 – Producer, MechAssault - 1st game on Xbox LIVE – Executive Producer, Crimson Skies – Studio Manager, FASA Studio – Director, Digitally Distributed Games – Director, Xbox Live Arcade 1st Party Studio • Co-Founder, Harebrained Schemes
- 3. It is a Time of Disruption... • 2005 – Guitar Hero, casual is good • 2006 – Wii, Social is better • 2008 - App Store, cool kids playing • 2008 – Farmville, virtual goods okay • 2009 – Words w/Friends, social & mobile • 2009 – iOS IAP, free-to-play explodes • 2010 – iPad, gaming in bed
- 4. It is a Time Undreamed of. . . • Gamers are almost normal • Playboy’s PMOM is out of the closet! • Game development is considered a viable career path (wait, what?) • Even game development schools exist • 2012 - Kickstarter, crowdfunding
- 5. The Rise of Crowdfunding • Crowdfunding is another tool to monetize your game... • ...before you’ve finished it • In some cases, before you’ve even started it
- 6. And Here, our Adventure Begins kickstarter.com
- 7. Crowdfunding Basics • Find your audience • Share your vision • Tell your story • Prove you can do it • Keep in touch
- 8. The Pitch • Keep the video professional, but personal – Don’t over-produce it – Show your face ASAP – People want to be part of a story • KISS – Keep It Simple, Stupid • Hierarchy of information – Video – Graphics – Text – Better yet, embed key info into graphics • Remember most people ONLY look at the videos • Don’t count on key messages in body copy or FAQ
- 9. Before You Start • What worked and what didn’t? • What funding ranges worked? • What reward tiers worked? • What reward swag worked? • What elements of the videos, text & graphics worked? • What is the right “ask”?
- 11. Update Videos
- 12. Respond to Your Audience • Answer questions - promptly • Say thank you – personally • Participate in the dialog – constantly • Publish new content – regularly • Sleep – when it’s over • And BEWARE of Stretch Goals – Don’t over-commit development – Researched your rewards – Prepare your stretch goals
- 13. Stretch Goals
- 14. Social Media Outreach Banner Profile #shadowrunreturns Pic
- 15. Market the Funding • You need to bring your audience to the funding site • Reach them where they live – Online – Offline • Creatively use social media • Drive for high initial velocity
- 16. New Reward Levels and Swag
- 17. Know Your Costs • Digital Distribution – Server, bandwidth, etc – 30% platform fees • Cost of Goods – Low volume manufacturing = high unit costs – More items = lower production per item • Design and Management Costs – Everything that takes time costs your project • The 3 horseman of the funding apocalypse – Picking, Packing, & Shipping
- 18. The Numbers • Campaign ran for 25 days • Over 36k Backers • 35 written & video updates • Over 14k Posts on Kickstarter – Plus emails – Plus Facebook – Plus, plus, plus • $1.9m in funding
- 19. The Progress
- 20. The Opportunity • A chance to Validate • A chance to Innovate • A chance to Dream
- 22. Game development has become democratized
- 23. Crowdfunding Sites • Kickstarter • IndieGogo • Gamebitious • Fundeadora
- 24. The Deluge • The floodgates have opened • The novelty is over • The marketplace is crowding • Differentiation remains king It is a Time of Adventure. . .
- 25. It is a Time Undreamed of. . .
- 26. It’s the AGE OF THE INDIE
Editor's Notes
- #4: Games have become almost “normal”Even game development schools existA time of innovation (and copycats)2005 – Guitar Hero – Casual Games2006 – Wii – Social Games2008 – Apple Ap Store – Games are Cool2008 – Farmville – Virtual goods2009 – Free to Play Games2010 – iPad – play on the couchLater – Words with Friends – Social AND Mobile
- #10: Graph the revenue per price point