develop conference 14': blast off! how to get a game startup off the ground
DESCRIPTION
Russ Clarke, founder of Payload Studios, gave a presentation at Develop Conference 2014 to explain why and how he left a successful career in mobile game development to work on his own IP and launch his own indie games studio. These are the slides that accompanied his talk.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!
© 2014 Terra Tek Studios Ltd. All rights reserved.
Early mistakes
• Unoriginal proposition• No team• Pitching a business formula• Partner in a different time zone• Had to explain the concept
© 2014 Terra Tek Studios Ltd. All rights reserved.
Funding Options
• Loan (nope!)• Publishers• Platform exclusivity• Equity• SPV• Crowdfund
…most routes require a solid demo, audience engagement
© 2014 Terra Tek Studios Ltd. All rights reserved.
SEIS
• 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)
© 2014 Terra Tek Studios Ltd. All rights reserved.
Initial Spending Plan
• Salaries: 0%• Concept Art: 17%• Prototype Assets: 26%• Marketing: 24%• PR, Community: 6%• Admin, Purchases: 10%• Contingency: 17%
© 2014 Terra Tek Studios Ltd. All rights reserved.
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 Terra Tek Studios Ltd. All rights reserved.
2014: First 6 Months
• Showing the game• Growing the team• Getting an office• Live streaming• Saving money
© 2014 Terra Tek Studios Ltd. All rights reserved.
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%
© 2014 Terra Tek Studios Ltd. All rights reserved.
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
© 2014 Terra Tek Studios Ltd. All rights reserved.
Backer Distribution
© 2014 Terra Tek Studios Ltd. All rights reserved.
Referrals
© 2014 Terra Tek Studios Ltd. All rights reserved.
Referrals
© 2014 Terra Tek Studios Ltd. All rights reserved.
Roadmap
• Kickstarter 2.5 weeks to go• Steam early access mid October• ‘1.0’ Q1-Q2 2015• Consoles TBA• Mobile …eventually
© 2014 Terra Tek Studios Ltd. All rights reserved.
What Worked
• Having a plan• Using middleware• A concept people ‘get’ quickly• Free public demo (indieDB)• Audience engagement• Making friends
“making your own luck”
© 2014 Terra Tek Studios Ltd. All rights reserved.
Didn’t Work
• Failed to hire a tech lead• Not enough time to chase funding
© 2014 Terra Tek Studios Ltd. All rights reserved.
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