Creating a video game demands more than creativity; it usually requires time, talent, and substantial financial resources. Especially so, if you’re a solo developer or part of a small studio, it might feel like you’re juggling everything at once. Beyond development, you’re also handling marketing, securing funding, managing the team, and even some PR. The list can seem endless.

And let’s face it: the biggest hurdle often comes down to finances. Funding can make or break a game’s progress. With costs ranging widely depending on a game’s scope, from a few thousand to several million dollars, indie developers often lack the backing that large studios enjoy.

So, where can small studios turn? Many have found success in crowdfunding.

Just like the hugely successful indie games Undertale and Hollow Knight. Despite their indie roots, both required significant funding to bring their visions to life. Without the backing of major publishers, their creators turned to crowdfunding and proved that this approach can be a game-changer for ambitious projects!

How Crowdfunding Can Jumpstart Your Game

Before deciding if crowdfunding can work for your game, it’s important to understand what, exactly, it consists of.

Crowdfunding a video game means game developers are soliciting financial support from the public, known as backers. This is achieved through online platforms like Kickstarter, Indiegogo, or Patreon, each of them having a different funding structure, and perks attached to each project. We will talk more about how to choose the right platforms in our upcoming Guide on fundings and game monetization.

You chose your platforms, now you need backers! And in order to capture attention and inspire backers to fund your vision, you’ll need to present a compelling pitch. This often includes early artwork, videos, gameplay prototypes, and a clear explanation of your game’s concept.

Concept Art for Bloodstained: Ritual of the Night - Kickstarter campaign

You’ll also need to outline the game’s scope and release plan: will it launch fully, or will backers be part of a beta, shaping the game through their feedback? And just as important, how will the funds be allocated to bring the project to life!

Since you’re asking people to invest in a game they haven’t fully seen, many developers offer tiered rewards in addition. Each tier offers increasing incentives, giving backers a sense of ownership and the excitement of being among the first to believe in, and benefit from, the game’s success.

The Pillars of Eternity Kickstarter campaign by Obsidian Entertainment became another great reference for crowdfunding success. The studio captivated backers with imaginative reward tiers. Supporters all started with digital copies, but higher tiers unlocked collectible boxed sets, personalized in-game characters, and premium perks like merch, cloth maps and beautifully crafted collector’s books.

Pillars of Eternity Kickstarter Campaign - Rewards add-on list

Each reward tier (from $5 to $10,000) offered something unique and exclusive, slowly inviting backers not just to fund a game but become part of its world. This campaign raised over $4 million with 73,986 backers, meaning that on top of getting the funding needed for the project they managed to get a loyal fanbase ahead of the game’s launch.

The many benefits of crowdfunding

Choosing crowdfunding comes with unique advantages that you might not experience through traditional funding methods like private investors or government grants.

One of the most compelling advantages? You retain full creative control over your project. Your backers support you because they believe in your vision, not because they’re chasing a financial return. Unlike private investors who might push for changes to suit their interests, crowdfunding lets you stay true to your artistic direction and gameplay mechanics, ensuring your game is created exactly as you envisioned.

And it’s not just about creative freedom. Crowdfunding allows you to set your own pace. There’s no investor-imposed timeline forcing you to rush a release. You can take the time needed to polish your game to perfection, releasing it when it’s truly ready for the world.

Beyond funding, crowdfunding builds a direct connection with your future players. Your backers are more than donors: they’re your game’s earliest fans and advocates. This creates a unique feedback loop during development, helping you refine your game to better resonate with the audience supporting it. Think of it as a chance to learn exactly what your target audience loves (or doesn’t) before your game even hits the shelves.

And let’s not forget the power of validation. Every new backer is a vote of confidence, proving your game’s market potential. A successful crowdfunding campaign doesn’t just fund your game; it demonstrates demand, builds hype, and positions your project for long-term success.

While crowdfunding isn’t the perfect solution for every game, it can be a game-changing strategy for the right project. It offers creative freedom, fosters meaningful connections with players, and fuels anticipation all while ensuring your game is crafted with your audience in mind.

Downsides: Two sides of the same coin

On the surface, crowdfunding might seem like the perfect way to fund your game without relying on external investors or grants. However, like any strategy, it comes with its own set of challenges.

The most glaring challenge? Unpredictability. Success isn’t just about having a great game idea; it’s about convincing potential backers of its worth. Crafting compelling pitches, designing enticing rewards, and cutting through the noise of countless other campaigns is no small feat. Even with a well-thought-out plan, there’s no guarantee your campaign will gain the traction you need to hit your funding goals.

Another significant pitfall lies in managing expectations. It’s tempting to promise the moon to attract backers, but overpromising can lead to disaster if you can’t deliver. As we’ll explore later, unfulfilled promises can spark a backlash that tarnishes your reputation, often permanently.

Infographic Pros and Cons of crowdfunding as a funding means - GameRebellion.

While you might avoid the pressures of traditional investors, crowdfunding introduces a new kind of accountability: your backers. They’re not just supporters, they’re stakeholders who expect frequent updates and progress reports. Missing deadlines or failing to meet your promises can erode their trust, and once it’s gone, rebuilding it is an uphill battle.

And then there’s the often-overlooked hurdle of community management. A successful crowdfunding campaign requires constant engagement with your backers. From sharing development updates to addressing concerns, transparency is non-negotiable. It’s not just about keeping the excitement alive, it’s about proving that their investment matters.

Finally, there’s the ticking clock of time. If your game’s development stretches on for years, backers’ enthusiasm can wane. The longer the wait, the greater the risk of losing momentum. Impatience, frustration, and doubt can set in, jeopardizing the goodwill you’ve worked so hard to build. On the flip side, rushing development to meet deadlines can lead to a lackluster product that fails to live up to expectations.

Balancing time, quality, and communication is critical. Without careful planning and execution, the very platform designed to fund your dream can quickly turn into its greatest challenge. Crowdfunding success isn’t just about raising money: it’s about maintaining the trust and excitement of the community that believes in your vision.

How to - Actually - Pitch Your Game During a Crowdfunding Campaign

Pitching to players is different from pitching to traditional investors. In crowdfunding, your backers are your investors but also most likely your players. Your pitch should be engaging, player-focused (rather than ROI or KPIS oriented for traditional investors), and authentic. keep in mind the following:

• Stay honest: Be genuine. Overpromising can backfire: people value honesty and are more likely to support a project they trust.
• Be transparent about the funds: Clearly explain how the money will be used; development, marketing, rewards, etc. Transparency builds confidence and reassures backers their investment is in good hands.
• Talk about the rewards: Highlight the rewards and why they’re worth it. Show backers exactly what they’ll get and how their support ties into the game’s development.
• Adapt for a player audience: Keep your pitch simple and direct. Focus on why players will enjoy the game and what makes it worth their time and money.
• Emphasize the Unique Selling Points (USPs): What sets your game apart? Whether it’s the story, gameplay, or art, make it clear why your project is special.
• Provide a clear roadmap: Show a clear development timeline. Backers want to know you’ve thought through the process and can deliver on time.
• Highlight the community’s role: Make backers feel like they’re part of something bigger. Their support isn’t just financial: it’s what will make the game happen!

Big ambitions, Big results

A prime example of a phenomenal crowdfunding campaign was the success of Shenmue III, which raised an impressive $6.3 million on Kickstarter in under 9 hours.

This campaign was driven by the passion of a fanbase that had eagerly awaited a continuation of the beloved Shenmue series for nearly two decades. Originally launched in the late ’90s and early 2000s, Shenmue became popular thanks to its rich storytelling and immersive open-world experience but left fans hanging with an unresolved cliffhanger.

The announcement of Shenmue III during Sony’s E3 2015 captured the attention of millions at the peak of their excitement. Series creator Yu Suzuki leveraged the nostalgia of the original games for the campaign, and combined it with a strategic plan that offered exclusive rewards like limited-edition collectibles and even dinner with the developer himself.

While Shenmue III had additional backing from publisher Deep Silver after the campaign, its instant crowdfunding success proves that even mid-budget games can harness the power of community funding to secure substantial financing. For developers operating beyond the indie realm, this model provides a unique opportunity to maintain creative freedom while forging a strong, engaged connection with their fanbase.

The biggest trap: Overpromising

As we mentioned earlier, one of the biggest pitfalls in crowdfunding is the danger of overpromising and underdelivering. A notorious example? Mighty No. 9, a game led by Keiji Inafune, the creator of the beloved Mega Man series. This project had all the hype, but it quickly became a cautionary tale in what not to do when managing fan expectations.

IGN review of Mighty No 9.

The campaign launched on Kickstarter in 2013 with high expectations, promising to be a spiritual successor to Mega Man. The campaign raised over $4 million, far exceeding its original goal, and with that, fans were promised cutting-edge visuals, multiple game modes, and nostalgic yet fresh gameplay.

However, the final product, released in 2016 after numerous delays, fell short in almost every way. The graphics looked outdated and far less polished than what had been showcased in the campaign.

Gameplay felt clunky, lacking the tight, responsive controls that fans had expected from a successor to Mega Man. To make matters worse, the game was riddled with technical issues, such as performance problems and crashes.

Mighty No.9 page on Metacritic scores, scoring a Metascore of 52/100 and a user score of 3.6/5.

Many of the features promised through stretch goals (extra funding targets set beyond the initial goal, unlocking new features or rewards to enhance the project and motivate further contributions) were either delayed, poorly implemented, or missing altogether. The game’s marketing, including a controversial trailer (primary due to the mocking tone, unflattering graphics, a poor representation of gameplay and an overall disconnect from fan’s expectations), also alienated some of its backers.

Ultimately, Mighty No. 9 issue was having too high expectation, overpromising and underdelivering which lead to the disappointment of many fans.

How too much ambition turned into development limbo

Ambition is crucial in game development, but there’s a thin line between reaching for the stars and overextending; and often, the latter can stall a project indefinitely. Star Citizen is the quintessential example, a sci-fi epic and the most crowdfunded game in history, amassing over $700 million as of May 2024.

Initially launched in 2012 with a modest $500,000 Kickstarter goal, Star Citizen quickly captured backers’ imaginations, raising over $2 million within its first year. Inspired by this overwhelming support, the developers introduced ambitious “stretch goals” to expand the game’s universe.

What began as a well-contained project quickly ballooned into an immense, highly complex endeavour, attracting more backers but significantly stretching its development timeline.

Despite being the highest video game crowdfunding campaign to ever exist, Star Citizen remains in a seemingly endless Alpha state, plagued by bugs and performance issues.

While dedicated players can explore an early-access version, the experience is often disrupted by frequent patches, sometimes smoothing issues, other times introducing new complications.

The extended wait for a final polished release has many questioning if Star Citizen will ever reach its full potential.

Is Crowdfunding still worth it ?

Absolutely! If done right. Success stories continue to roll in. Take Undertale, one of the early crowdfunding triumphs that became a beloved indie classic. More recently, there’s the upcoming Puffpals, a delightful life simulation game from Fluffnest, which captured the hearts (and wallets) of fans eager to bring it to life.

With its whimsical art style and blend of farming, decorating, and community-building mechanics, Puffpals peaked the interest of backers when its campaign launched in April 2022.

 

Fluffnest describe on their page that “Island Skies is funded by people like you! As of now, we aren’t backed by any big corporations or publishers.”

Starting with a goal of $75,000, the campaign far exceeded expectations, raising over $2.5 million in pledges.

To build a strong community around the game, Puffpals offered a range of enticing rewards, from early alpha access to spending a day with the development team, or even designing your own PuffPal to be featured in the game.

These incentives immediately attracted a passionate and loyal base of supporters.

Though the game is slated for a 2025 release, Puffpals has kept backers engaged with regular updates, providing transparency about both the progress and challenges of development.

While the final outcome remains to be seen, the campaign itself has been an undeniable success!

Crowdfunding to Self-Publishing

Crowdfunding doesn’t commit you to self-publishing, but it certainly paves the way. By securing funds directly from your audience, you gain both creative control and the independence to develop your game on your own terms. The freedom to pursue your vision without compromising for external stakeholders is a game-changer for many indie developers.

Graph from Arkonestudios - What to Know when Self Publishing a Video Game. Jan, 8th 2024.

While many crowdfunded games choose to self-publish, others opt to bring in a publisher later on for additional marketing muscle, broader distribution, or even localization support.

Crowdfunding can give you a head start, and not only validates your project but also attracts potential partners who see the proven interest and demand. This hybrid approach lets you take the reins early on while leaving the door open for scaling up with strategic collaborations when the time is right.

GameRebellion Tips to Maximize Your Crowdfunding Campaign Impact

To truly make an impact with your crowdfunding campaign, you need more than just a great game idea; you need a well-crafted strategy that resonates with backers and compels them to invest. Follow our carefully crafter GameRebellion tips to ensure your campaign not only stands out but also succeeds.

• Offer a compelling pitch: Keep your pitch clear, captivating, and focused on showcasing your game’s unique vision. Backers are drawn to projects that stand out, so highlight what sets your game apart and why it’s worth their support. Think of it as the spark that drives excitement and gets them to click “back this project.”
• Engage with visuals: A picture is worth a thousand words, and in crowdfunding, it’s worth even more. High-quality concept art, gameplay footage, and trailers allow backers to see your game’s potential. The better they can visualize your game, the more likely they are to support it.
• Create a detailed campaign page: Transparency is key. Lay out your goals, development timeline, and exactly how the funds will be used. Backers want to feel confident that their contributions are making a difference, and clear communication builds the trust that drives long-term support.
• Offer irresistible reward tiers: Your reward tiers can make or break your campaign. Entice backers with exclusive content, early access, or physical merchandise that’s worth their investment. The right rewards encourage higher contributions and keep your community engaged.
• Engage your community early: Building a community around your game before launch is crucial. Use social media, forums, and other platforms to connect with potential backers and keep them engaged throughout the campaign with updates and interaction. A loyal community will be your best ambassadors.
• Set realistic funding goals: Be ambitious but practical. Setting a goal that balances your project’s needs with what’s achievable ensures you’re not setting yourself up for failure. Research similar campaigns to find a sweet spot that motivates backers without overwhelming them.
• Showcase your team: Backers want to know who’s behind the game and why they should trust you to deliver. Highlight your team’s experience and expertise to build confidence in your ability to bring the project to life.
• Maintain communication post-campaign: Don’t disappear after reaching your funding goal. Regular updates keep backers informed and engaged, building long-term trust and excitement. Continued communication is key to retaining your community for future projects.

By following these steps and keeping transparency, engagement, and excitement at the forefront, your crowdfunding campaign can make a lasting impression and achieve the success you’re aiming for.