The ever fascinating and moral-driven point-and-click game Gods Will Be Watching successfully completed its Indiegogo crowdfunding campaign with a total of 20.385€ raised (more than two times the original goal). Game Director Jordi de Paco “GreyShock” recently wrote an in-depth post-mortem on Deconstructeam’s blog, which talks about the experiences he and the team had with Indiegogo, the key to a successful campaign and how to properly communicate and reward your backers.
He first opens up the post-mortem in a surprisingly honest way–by telling us why Kickstarter is a superior method of crowfunding to Indiegogo:
Kickstarter has better diffusion (without mentioning how many comments that said “I stopped reading at Indiegogo”), better managing and tracking tools, better communication with your backers, the ability to increment your pledge, and one thing that surprised us when examining the numbers on each platform: It looks like some users back projects for entertainment at Kickstarter, just take a look at a random selection of users and their average contributions.
At that point, he goes into the vast amount of projects that backers tend to support on Kickstarter, versus many of the Indiegogo supporters that, at most, support five other projects.
de Paco then delves into the inner working of a successful campaign, which involves having a trustworthy background, as well as keeping a constant flow of information, gameplay demonstrations, screenshots and artwork as it becomes available. This way supporters can be assured that the development team is actually hard at work on a project that will fully deliver on its promises.
According to the post-mortem, it’s important to hire a guide of sorts, someone that knows how to publicize a project and, most importantly, communicate with both the backers and potential backers through media outlets. A small development studio such as Deconstructeam doesn’t have a considerable budget for marketing, getting the public interested through publications and social media is key. This must be all achieved through the forging of organic relationships and conversations, and not by simply sending out “press releases empty of soul.”
Finally de Paco talks about the nature of perks, which are rewards for backers pledging a certain tier. It’s important to make sure that the perk is an adequate reward which “must be fair to the contribution” made by the backer. Another point is to make sure that the reward tier amounts are varied in nature since a 2000€ tier can be one person’s monthly salary and another person’s disposable income. de Paco wraps up the whole post with a, once again, very honest conclusion:
Personally, I was so emotionally drained after the campaign I spent a week away from the computer and the phone. Now I’m satisfied to be working harder than ever under the public’s watchful gaze. However, if I can avoid it, I’ll never will make a crowdfunding campaign in my life again.
You can read the entire Gods Will Be Watching post-mortem here, which I would highly recommend.