System Shock Kickstarter Post Mortem with Nightdive Studios
We spoke with our client, Nightdive Studios, on the successful Kickstarter they just wrapped up for System Shock. Here's what happened to make it a success.
We sat down with Larry Kuperman, the Director of Business Development for Nightdive Studios, and asked him about their recent Kickstarter success. We’re all excited to see System Shock coming back so we wanted to find out how the Kickstarter went “behind the scenes”.
Our Kickstarter campaign for the reboot of the classic game System Shock concluded on July 28th, 2016, having raised just over $1.35 million or 150% of our project goal. We learned a great deal during the process and I wanted to share some of the lessons while the experience is still fresh in my mind.
There were a number of decisions that had to be made beginning in the period leading up to the campaign.
Kickstarter Versus Fig – Kickstarter is the best known of the various crowdfunding solutions, but there are a number of alternatives available today. In the period leading up the campaign we had several meetings with the team from Fig.co. They certainly made a persuasive case for their platform, which has had some notable successes. In the end we decided to go with Kickstarter, based in large measure on our wanting customers more than investors. We had a great experience with Kickstarter and we received excellent support, but I would urge other companies to carefully consider all alternatives before making a decision as to platform.
Sailing Into The Headwind – Just before our campaign was to launch, the press and consumer reviews of Mighty No. 9 came out. Many people who had backed that title on Kickstarter were disappointed. People began to ask us if we weren’t worried about “Kickstarter fatigue.” Once our campaign began, we did see a small minority of users post that they wouldn’t back a game because of fear of a negative experience, but we had taken steps to counter-act these concerns.
The Success of the Demo – As far back as March, timed around the Games Developer Conference, we had shown a Demo of a pre-alpha build of the game. Initially, only screenshots and a video of gameplay were available. But we wanted to demonstrate to backers that we were committed to creating a real game and that they could play an opening level themselves. Timed to coincide with the launch of the Kickstarter campaign, we made the Demo available to anyone. You didn’t have to back the game first; in fact we encouraged everyone to try the Demo for themselves. We made it available through Steam, through GOG.com and through the Humble Store.
We were well aware of the risks involved. It was pre-Alpha after all. Potentially, there could have been some kind of bug that had not come up in our testing. In the days and hours leading up the release our team was still working on optimizing performance. Yet in the end, the release of the Demo, more than any other single factor, contributed to our success. We succeeded in showing our commitment to making a great game and that we were going to be honest and transparent with our supporters.
Working With the Press – In the days leading up to the Kickstarter launch, we gave the reporters at Polygon a build of the Demo to try out and allowed them to do a full video review. Bear in mind that our developers were still at work optimizing performance. We knew that we were taking yet another risk. But we felt, and we were right about this, that seeing the gameplay in the Demo would encourage potential backers to try it for themselves. The article and the video review contributed to the success of the campaign.
We took great pains to make ourselves available to the press and the public. We did too many interviews to count, some live, some through Skype and others through email. Stephen Kick, CEO of Nightdive studios held an “Ask Me Anything” session on Reddit. We streamed gameplay on Twitch. Visibility was important and we put a lot of effort into this.
With A Lot of Help From Our Friends – Nightdive Studios has been publishing games