Kickstarter - US vs UK (1st half of 2013)

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Information about Kickstarter - US vs UK (1st half of 2013)
Entertainment

Published on September 2, 2013

Author: ICOPartners

Source: slideshare.net

Description

A look at the state of Kickstarter on the GBP ecosystem compared to the USD ecosystem.

Online Games Consulting & Services Analysis of USD and GBP video game projects on Kickstarter State of Kickstarter– June 2013

Online Games Consulting & Services Data analyzed Data is collected automatically from kickstarter.com Include projects across all categories Include projects that ended after 1st of Jan 2013 Include projects that ended before 8th of July 2013 The focus is put on video games but all categories are compared in the beginning to highlight US vs UK trends GBP figures converted using a flat rate 1 GBP = 1.6 USD Methodology

Online Games Consulting & Services GLOBAL DATA 2013 first half – across all categories on Kickstarter Online Games Consulting & Services

Online Games Consulting & Services Number of projects GLOBAL DATA - 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 # Projects # Projects Success full project

Online Games Consulting & Services % Projects completed by category GLOBAL DATA 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Success Rate

Online Games Consulting & Services Total $ raised GLOBAL DATA $- $10,000,000.00 $20,000,000.00 $30,000,000.00 $40,000,000.00 $50,000,000.00 $60,000,000.00 $70,000,000.00 $ raised for each category of project

Online Games Consulting & Services Average pledge per project GLOBAL DATA $- $10,000.00 $20,000.00 $30,000.00 $40,000.00 $50,000.00 $60,000.00 $70,000.00 $80,000.00 $90,000.00 $100,000.00 $ raised / project

Online Games Consulting & Services Average pledge per backer GLOBAL DATA $- $20.00 $40.00 $60.00 $80.00 $100.00 $120.00 Average pledge / backer

Online Games Consulting & Services US VS UK GENERAL Comparing the US and UK Kickstarter ecosystem across all categories Online Games Consulting & Services

Online Games Consulting & Services US VS UK GENERAL Number of projects 0 500 1000 1500 2000 2500 3000 3500 4000 # Projects vs # Successful Projects US Projects UK Projects US Funded Project UK Funded Project

Online Games Consulting & Services US VS UK GENERAL % Projects successfully funded by category 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % of funded project US Success Rate UK Success Rate

Online Games Consulting & Services US VS UK GENERAL Average % funded for successful games 0% 50% 100% 150% 200% 250% 300% 350% Average % funded for successfull games % of pledge / goal US % of pledge / goal UK

Online Games Consulting & Services Online Games Consulting & Services $- $10,000,000 $20,000,000 $30,000,000 $40,000,000 $50,000,000 $60,000,000 Games Film & Video Technology Design Music Publishing $ raised by funded project Pledge for funded project US Pledge for funded project UK Goal for funded project US Goal for funded project UK US VS UK GENERAL $ raised by funded projects (1/2)

Online Games Consulting & Services Online Games Consulting & Services US VS UK GENERAL $ raised by funded projects (2/2) $- $1,000,000 $2,000,000 $3,000,000 $4,000,000 $5,000,000 $6,000,000 $7,000,000 $8,000,000 Fashion Food Comics Art Theater Photography Dance $ raised by funded project Pledge for funded project US Pledge for funded project UK Goal for funded project US Goal for funded project UK

Online Games Consulting & Services US VS UK GENERAL Average $ raised per successful project $- $20,000 $40,000 $60,000 $80,000 $100,000 $120,000 $- $20,000 $40,000 $60,000 $80,000 $100,000 $120,000 Average $ raised / successful project Average $ / Successful Project US Average $ / Successful Project UK Goal / successful project US Goal / successful project UK

Online Games Consulting & Services US VS UK GENERAL Pledge / Backer (successful projects) $- $20 $40 $60 $80 $100 $120 Average pledge / backer of successful project Average Pledge / backer successful project US Average Pledge / backer successful project UK

Online Games Consulting & Services Online Games Consulting & Services US VS UK GENERAL Pledge / Goal (log scale) $100 $1,000 $10,000 $100,000 $1,000,000 $10,000,000 $100 $1,000 $10,000 $100,000 $1,000,000 $10,000,000 Pledge / Goal - Kickstarter - 1st Half 2013 UK Pledge $ US Pledge

Online Games Consulting & Services US VS UK GENERAL - Observations • Looking at the $ raised – games is the 1st category on the UK ecosystem. • Looking at the # of projects funded – games is the 5th category on the UK ecosystem. • Compared to their US counter part, UK projects are performing on average better in Publishing, Music and Food. And a lot worse in Technology, Fashion, Films and Theater.

Online Games Consulting & Services US VS UK GAMES Comparing the US and UK ecosystem for video games Online Games Consulting & Services

Online Games Consulting & Services US VS UK GAMES - Introduction • Kickstarter has two sub-categories to distinguish tabletop games from video games. • Below, the two sub-categories are compared to each other. Projects with no sub-category (a minority of Games projects) are ignored.

Online Games Consulting & Services US VS UK GAMES Number of projects 606 80 583 152 373 38 168 31 US UK US UK Tabletop Games Video Games # of projects Projects Successful Projects

Online Games Consulting & Services US VS UK GAMES % Projects successful by subcategory 62% 29% 48% 20% US UK US UK Tabletop Games Video Games Success Rate Tabletop Games US Tabletop Games UK Video Games US Video Games UK

Online Games Consulting & Services US VS UK GAMES Total $ raised $26,923,122.73 $1,870,907.39 $24,713,794.17 $3,244,713.46 US UK US UK Tabletop Games Video Games $ raised by all funded projects

Online Games Consulting & Services US VS UK GAMES Pledge Structure (successful projects) $- $5,000,000.00 $10,000,000.00 $15,000,000.00 $20,000,000.00 $25,000,000.00 $30,000,000.00 US UK US UK Tabletop Games Video Games Pledge US vs UK Extra Goal Goal

Online Games Consulting & Services US VS UK GAMES Average Pledge Structure (successful projects) $- $20,000.00 $40,000.00 $60,000.00 $80,000.00 $100,000.00 $120,000.00 $140,000.00 $160,000.00 US UK US UK Tabletop Games Video Games Average Pledge US vs UK Average extra goal / project Average goal / project

Online Games Consulting & Services US VS UK GAMES Average Pledge / Backer (Successful project) $99.74 $115.03 $53.69 $73.51 US UK US UK Tabletop Games Video Games Average pledge / backer

Online Games Consulting & Services US VS UK GAMES - Observations • At that stage, it was important to look at specific projects. The pool of projects is small enough that a few projects can have a great influence on the trends. • The following graphs were done just by removing Elite (UK project - raised £1.5m on Kickstarter early January 2013) – mostly to show the weight of that one project.

Online Games Consulting & Services US VS UK GAMES (WITHOUT ELITE) Pledge Structure $- $5,000,000.00 $10,000,000.00 $15,000,000.00 $20,000,000.00 $25,000,000.00 $30,000,000.00 US UK US UK UK Tabletop Games Video Games Elite Pledge structure Extra Goal Goal

Online Games Consulting & Services US VS UK GAMES (WITHOUT ELITE) Average Pledge Structure $- $20,000.00 $40,000.00 $60,000.00 $80,000.00 $100,000.00 $120,000.00 $140,000.00 $160,000.00 US UK US UK Tabletop Games Video Games Pledge structure (Average) Average extra goal / project Average goal / project

Online Games Consulting & Services US VS UK GAMES (WITHOUT ELITE) Average Pledge/ Backer (successful projects) $99.74 $115.03 $53.69 $38.97 $98.33 US UK US UK UK Tabletop Games Video Games Elite Average pledge / backer for successful projects

Online Games Consulting & Services US VS UK GAMES - Observations • The majority of projects are raising less than $500,000. To balance the US/UK comparison without the influence of the “heavy weights” the following graphs compare both ecosystems with project raising above $500,000 excluded.

Online Games Consulting & Services US VS UK GAMES (PROJECTS UNDER 500,000 $) Number of projects 597 80 573 151 364 38 158 30 US UK US UK Tabletop Games Video Games # Projects Projects Successful Projects

Online Games Consulting & Services US VS UK GAMES (PROJECTS UNDER 500,000 $) % Projects completed by category 61% 48% 28% 20% US UK US UK Tabletop Games Video Games Success rate

Online Games Consulting & Services US VS UK GAMES (PROJECTS UNDER 500,000 $) Total $ raised $15,301,652.66 $1,870,907.39 $7,564,985.55 $719,407.66 US UK US UK Tabletop Games Video Games $ raised by all funded projects

Online Games Consulting & Services US VS UK GAMES (PROJECTS UNDER 500,000 $) Pledge Structure $- $2,000,000 $4,000,000 $6,000,000 $8,000,000 $10,000,000 $12,000,000 $14,000,000 $16,000,000 $18,000,000 US UK US UK Tabletop Games Video Games Pledge US vs UK Extra Goal Goal

Online Games Consulting & Services US VS UK GAMES (PROJECTS UNDER 500,000 $) Average Pledge Structure $- $10,000 $20,000 $30,000 $40,000 $50,000 $60,000 US UK US UK Tabletop Games Video Games Average Pledge US vs UK Average extra goal / project Average goal / project

Online Games Consulting & Services US VS UK GAMES (PROJECTS UNDER 500,000 $) Average Pledge / Backer (Successful projects) $70.29 $115.03 $36.36 $38.97 US UK US UK Tabletop Games Video Games Average pledge / backer (successful projects)

Online Games Consulting & Services US VS UK VIDEO GAMES All video games projects $100 $1,000 $10,000 $100,000 $1,000,000 $10,000,000 $100 $1,000 $10,000 $100,000 $1,000,000 $10,000,000 Pledge Goal Pledge / goal (Log scales) UK Pledge $ US Pledge

Online Games Consulting & Services US VS UK VIDEO GAMES US video games projects $100 $1,000 $10,000 $100,000 $1,000,000 $10,000,000 $100 $1,000 $10,000 $100,000 $1,000,000 $10,000,000 Pledge Goal Pledge / goal (Log scales) US Pledge

Online Games Consulting & Services US VS UK VIDEO GAMES UK video games projects $100 $1,000 $10,000 $100,000 $1,000,000 $10,000,000 $100 $1,000 $10,000 $100,000 $1,000,000 $10,000,000 Pledge Goal Pledge / goal (Log scales) UK Pledge $

Online Games Consulting & Services US VS UK VIDEO GAMES Top 10 pledged video Games Projects US and UK US Backers Pledge Goal Type of Game Difference Torment: Tides of Numenera 46,277 4,188,928 900,000 RPG 3,288,928 HEX MMO Trading Card Game 19,757 2,278,255 300,000 MMO 1,978,255 Camelot Unchained 121,774 2,232,933 2,000,000 MMORPG 232,933 Shroud of the Avatar: Forsaken Virtues 10,559 1,919,276 1,000,000 RPG 919,276 Dreamfall Chapters: The Longest Journey 32,445 1,538,425 850,000 Adventure 688,425 Double Fine's MASSIVE CHALICE 2,466 1,229,016 725,000 Strategy 504,016 Pathfinder Online: A Fantasy Sandbox MMO 5,082 1,091,194 1,000,000 MMORPG 91,194 Armikrog. 15,083 974,578 900,000 Adventure 74,578 Divinity: Original Sin 55,494 944,283 400,000 RPG 544,283 Stonehearth 6,644 751,921 120,000 Strategy 631,921 UK Backers UK Pledge $ UK Goal $ Type of Game Difference Elite: Dangerous 25,681 2,525,306 2,000,000 Space trading 525,306 War for the Overworld 8,351 338,194 240,000 God Game 98,194 Death Inc. 3,874 196,339 480,000 Dungeon Keeper - 283,661 The Realm Game 3,384 151,244 312,000 Point and Click - 160,756 Spintires -- The ultimate off-road challenge! 1,847 97,496 64,000 Off Road driving 33,496 Worlds of Magic - A new classic 4X fantasy game 2,001 72,950 48,000 Strategy 24,950 Skara - The Blade Remains 130 64,059 240,000 Combat - 175,941 BMX The Game 436 46,698 88,000 Sport - 41,302 TinyKeep - AI Focused Dungeon Crawler 802 41,080 35,459 Dungeon RPG 5,621 Nelly Cootalot: The Fowl Fleet! (Retro Pirate Adventure) 1,039 32,123 24,000 Adventure 8,123

Online Games Consulting & Services US VS UK VIDEO GAMES US projects over time – Feb2013 to Jun 2013 0 20 40 60 80 100 120 140 $- $1,000,000 $2,000,000 $3,000,000 $4,000,000 $5,000,000 $6,000,000 $7,000,000 $8,000,000 $9,000,000 $10,000,000 February March April May June US projects over time $ pledged # of projects # of funded projects

Online Games Consulting & Services US VS UK VIDEO GAMES UK projects over time – Feb2013 to Jun 2013 0 5 10 15 20 25 30 35 40 $- $20,000 $40,000 $60,000 $80,000 $100,000 $120,000 $140,000 $160,000 February March April May June UK projects over time $ pledged # of projects # of funded projects

Online Games Consulting & Services Concluding thoughts • The two ecosystems are not on equal footing. – US is quite larger than the UK – UK is growing at the moment • Game category is doing better than other. • Even considering the size of the UK market compared to the US market, Video games have a long way to go to grow on the UK ecosystem. Bonus: Tabletop Games are now bigger than Video games on Kickstarter! Check-out our blog for more considerations: http://www.icopartners.com/blog

Online Games Consulting & Services WWW.ICOPARTNERS.COM OFFICE 6 10 FLEET STREET BN1 4ZE BRIGHTON UNITED KINGDOM CONTACT@ICOPARTNERS.COM +44 (0)20 8133 8806

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