Develop Conference 14': Blast off! How to get a game startup off the ground

transcript

Blast Off!

How to get agame startupoff the ground

Russ Clarke: Founder, Payload Studios@_higekun @TerraTechGame

Background

• 1998 Stainless Software• Carmageddon 2

• 2005-2012 Ideaworks Game Studio (Marmalade)• Programmer… Tech Director… Creative Director• Metal Gear Solid, Resident Evil, Call of Duty, Fable

• Sep ‘12 Pastures New!

Early mistakes

• Unoriginal proposition• No team• Pitching a business formula• Partner in a different time zone• Had to explain the concept

Funding Options

• Loan (nope!)• Publishers• Platform exclusivity• Equity• SPV• Crowdfund

…most routes require a solid demo, audience engagement

• Up to £150k• Each investor can own up to 30%• Reclaim half your investment via tax offsets• Reclaim losses• No capital gains• (note special conditions eg parents)

Initial Spending Plan

• Salaries: 0%• Concept Art: 17%• Prototype Assets: 26%• Marketing: 24%• PR, Community: 6%• Admin, Purchases: 10%• Contingency: 17%

Market Strategy

• Early 2013 was thinking mobile first…• BUT incredible competition, UA costs, discovery• No ready-made audience, can’t afford to buy users

• Build community as we go• Early demo, constant engagement• Receptive audience -> PC

2014: First 6 Months

• Showing the game• Growing the team• Getting an office• Live streaming• Saving money

Actual Spending

• Salaries: 0% 0%• Concept Art: 17% 8%• Prototype Assets: 26% 20%• Marketing: 24% 11%• PR, Community: 6% 22%• Admin, Purchases: 10% 16%• Overheads: 6%• Unspent: 17%

Funding Status

• No deal yet…• Big publishers: lot of commitment to close• Digital publishers: haven’t found the right match• Platform deals: need to establish yourself first• Kickstarter:• Built-in exposure, validation• Audience engagement, PR momentum

Backer Distribution

Referrals

Roadmap

• Kickstarter 2.5 weeks to go• Steam early access mid October• ‘1.0’ Q1-Q2 2015• Consoles TBA• Mobile …eventually

What Worked

• Having a plan• Using middleware• A concept people ‘get’ quickly• Free public demo (indieDB)• Audience engagement• Making friends

“making your own luck”

Didn’t Work

• Failed to hire a tech lead• Not enough time to chase funding

Could Have Gone Better

• Reaching YouTubers & Twitch streamers• Advance preparation for Kickstarter

Russ Clarke@_higekun

@TerraTechGameTerraTechGame.com

Twitch.tv/TerraTechGamebit.ly/TerraTechKickstarter

indieDB.com/games/TerraTech

Develop Conference 14': Blast off! How to get a game startup off the ground

Small Business & Entrepreneurship