Behind the Games is our brand-new series where we go behind the scenes with game studios, indie developers, and publishers to uncover their professional insights. From development challenges to marketing strategies, we want to dive deep into the experiences and expertise that shape the games we love!

Expect candid conversations, valuable lessons, and insider perspectives from the very people creating your favourite titles - Stay tuned as we explore what’s behind your games!

A Trade Show Success Story

For this first edition, we had the chance to get insights from Richard Atlas, Co-Founder and Creative Director at Clever Endeavour Games, the studio behind the successful game Ultimate Chicken Horse, to ask his perspective on the role of trade shows in game development.

At GameRebellion, we’re always excited to meet studios and publishers and uncover the stories behind tomorrow’s games. But what’s it like on the other side — for the studios showcasing their passion projects to thousands of eager eyes?

Richard shared with us how pivotal events like PAX West and PAX South helped take Clever Endeavour Games to the next level. Let’s dive into it!

PAX West 2015: A Defining Moment for Public Exposure

Richard Atlas pinpointed two game-changing moments for Clever Endeavour Games, starting with their appearance at PAX West 2015. Invited to showcase their game in the prestigious Indie Megabooth, this opportunity became a turning point that propelled the studio to new heights.

The event brought Ultimate Chicken Horse into the spotlight, with major media outlets like IGN and GameSpot naming it one of their top picks. This surge of press attention didn’t just raise the game’s public profile, it also fueled the team’s confidence, proving that their creation had real potential.

Ultimate Chicken Horse at PAX in the Indie Megabooth! Photo published by Ultimate Chicken Horse on August 20, 2015

The event also brought critical feedback from players. Initially designed as a single-player experience, Ultimate Chicken Horse took a surprising turn when attendees showed an overwhelming preference for an online mode.

“We weren’t planning to do online,” Richard recalled, “but this was a major turning point. We decided to scrap the single-player mode and shift focus to online multiplayer.”

This bold decision reshaped the entire trajectory of the game, as well as proving how valuable direct player feedback at trade shows can be in influencing game development.

PAX South 2016: Forging Game-Changing Relationships

 

A few months before the official launch of Ultimate Chicken Horse, Clever Endeavour Games headed to PAX South, and this event opened a new world of opportunities: networking with top-tier content creators.

Richard Atlas vividly recalled the moment they connected with YouTubers who were part of larger networks, including massive influencers like Jacksepticeye, PewDiePie (picture on the left), Markiplier and Wade (LordMinion777).

“These creators were a big part of the game’s success,” Richard shared. Their visibility and influence catapulted Ultimate Chicken Horse into the spotlight, reaching millions of potential players.”

The Clever Endeavour team didn’t sit back and wait for people to find them at their booth; they chose a proactive approach, hitting the show floor to introduce their game to as many people as possible.

Richard and the team handed out Steam beta keys, approached press members and streamers directly, and attended signing events where they could connect with creators and fans alike.

They even attended after-parties with streamers, to create and maintain a relaxed atmosphere that built personal connections and trust over time.

“We didn’t leave anything to chance,” Richard shared, and thanks to their relentless drive and strategic networking, Clever Endeavour Games built substantial momentum for Ultimate Chicken Horse, ensuring it was well-positioned for success at launch.

The Changing Landscape of Tradeshows: Are They Still Worth It?

While Richard’s experiences at PAX West and PAX South were pivotal, he was refreshingly honest about how the landscape of trade shows has evolved. “I’m not sure how true that is anymore,” he admitted, noting the decline in press attendance, though a growing streamer presence still presents valuable opportunities.

Our PAX Prime Experience in Pictures! Published by Clever Endeavour on September 04, 2015

However, Richard emphasized that the real value of trade shows goes beyond immediate revenue. The true rewards lie in the unexpected opportunities — whether it’s forging connections with key industry contacts (such as publishers), attracting the attention of influential streamers, or cultivating a core community of superfans, that eventually will turn into players!

“It’s really hard to say,” Richard explained. “Directly, no, it’s not worth it, but the return on investment might be there in the long run.”

Our PAX Prime Experience in Pictures! Published by Clever Endeavour on September 04, 2015.

Beyond the financials, Richard also touched on a less tangible but equally critical benefit of attending trade shows: team morale.

Public events give development teams the rare chance to witness firsthand how players engage with their games. “Someone described it as imagining the team’s morale as a curve that dips during development… and spikes back up with every public showcase,” he shared. These events reignite the passion and energy needed to push forward.

“I’ve heard developers say that they go to trade shows solely for team morale. Seeing players interact with their game improves team morale, which can otherwise decline as development continues.” - Richard Atlas, Co-Founder and Creative Director at Clever Endeavour Games

Final Thoughts: Why Trade Shows Still Hold Untapped Potential

Richard’s journey is a proven example of the unpredictability, yet invaluable opportunities that trade shows offer to game developers. While the direct financial return may not always cover the cost, the relationships built, the feedback gathered, and the morale boost for the team can make all the difference in a game’s success.

For today’s developers — especially those with limited budgets — the decision to attend trade shows can be daunting. However, as Richard wisely points out, these events can unlock hidden rewards if you have the resources and the drive to seize every opportunity. Whether it’s connecting with influential streamers, cultivating superfans, or meeting key industry players, the long-term benefits of trade shows can far outweigh the immediate costs, making them a worthy investment in your game’s future.