wolf lang: successful with the first game? the weird story of beatbuddy
TRANSCRIPT
SUCCESSFUL WITH THE FIRST GAME? THE WEIRD STORY OF BEATBUDDY
FIRST GAME DEFINITION Development
Marketing
Distribution
Revenue
FIRST GAME SUCCESS STORIES
Development
Marketing
Distribution
Revenue
FIRST GAME SUCCESS STORIES
Development
Marketing
Distribution
Revenue
NOT A FIRST
GAME STORY!
FIRST GAME SUCCESS STORIES
Development
Marketing
Distribution
Revenue
FIRST GAME SUCCESS STORIES
Development
Marketing
Distribution
Revenue
SUCCESFUL WITH
THE FIRST GAME
WAS BEATBUDDY A SUCCESS OR A FAIL?
! First musical action-adventure game
! exclusive music by Parov Stelar, Austin Wintory
! script-polishing by Rhianna Pratchett
! 4 years of development
! Steam release Aug. 2013, iOS release Oct. 2014
! Beatbuddy album, music video, merch & podcasts
BEATBUDDY SUCCESS STORY Development
Marketing
Distribution
Revenue
! 700k units sold (March 2015)
! 180k $ revenue (March 2015)
! 14 international awards and nominations
! 75% meta-critic
! exhibited at 13 major game shows
! more platform releases this year
! world wide features
BEATBUDDY FAIL STORY
Development
Marketing
Distribution
Revenue
! only 7k copies sold in the first 6 months
! very low average copy price
! close to bankruptcy several times
! 70% of the team left
! no return on invest at sight ! major music label cooperation fails
WAS IT A SUCCESSFUL FIRST GAME?
Measuring success
Emotional success Financial success
The pre-story September 2009 - May 2013
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
First office, !team grows!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
German Game Award nomination during GDC SF!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
Founded THREAKS!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
Prototype Gamescom!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
IGF Honorable Mention!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
2 Intel Level Up Awards, STEAM Demo!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
Game funded, !new office, !8 people!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
Crunching, pressure, problems!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
No money!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
Work for Hire mobile game!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
Exist Start-Up Funding!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
Music Works Price Money!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
Investment !secured!
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Sep 09! Jan 10! May 10! Sep 10! Jan 11! May 11! Sep 11! Jan 12! May 12! Sep 12! Jan 13! May 13!
The pre-story (Sep.09 - May.13)
Emotional success Financial success (in $)
Beatbuddy August 2013 - October 2014
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Steam release after 4 years of development!
THREAKS MARKETING
THE RELEASE 6.8.2013 (STEAM)
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Bad sales + exhausted and scared team, but good meta critic!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Still bad sales + 70% of the team leaves!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Sell office and interior + !move back to parents attic!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Beatbuddy wins 2 German Developer Awards !
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Beatbuddy is part of the Humble Indie Bundle 11!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Beatbuddy wins German Video Game Award!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
4 Beatbuddy versions at the Indie Mega Booth Gamescom!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
iOS release Beatbuddy + world wide Apple feature!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
8 people team + 5 months financial buffer at release!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Failed release - 80% less revenue then worst case plans!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Burnrate cut by 70% - 5 people leave, office resigned!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Freeze all expenses!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
close to Bankruptcy!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Steam Flash Sale - Beatbuddy sells in 8h, twice as much copies as in 6 month!!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Humble Bundle Revenue!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
German Video Game Award Price Money!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Steam Weekly Deal Gamescom Sale!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Beatbuddy iPhone and iPad revenue!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!K
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Nothing can stop our release excitement and expectations!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!K
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
The fear of going bankrupt almost kills any hope and energy!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!K
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
We’re slowly building up a financial buffer, but don’t trust the upwards trend!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!K
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
The prize money is an instant safe, but we’re not getting swept away by excitement!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!K
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Very successful Gamescom, but no guarantees!
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!K
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Mai13! Jun13! Jul13! Aug13! Sept13! Oct13! Nov13! Dec13! Jan14! Feb14! Mar14! Apr14! May14! Jun14! Jul14! Aug14! Sep14! Oct14!
Beatbuddy (Aug.13 - Oct.14)
Emotional success Financial success (in $)
Successful iOS Release, but focus is on the next project!
! Success is not a straight path
! Two sides to success: Financial and emotional
! No pure success, always a mix of fails and wins
! Define your personal success, set right expectations
Our learnings
Change of paradigms
Emotional success Financial success
Emotional Happiness = Money on Bank Account
2
THREAKS new formular
How can you find out what you want? ! be realistic about own estimated numbers
! don’t estimate with luck, plan conservative
! don’t let other sales-numbers fool you
! gather experience from releasing games, make
mistakes!
! ask other developers for advise, share your story
! be honest about your company and personal goals
Was it a successful first game?
