Start-ups and indie companies have had a hard time getting off the ground in Korea. Indies have traditionally been associated with being amateur and in the trend driven culture of Seoul, indie doesn’t always translate into the quirky viral love affairs as it does in the United States.
Thankfully, this trend is starting to change and crowdfunding is starting to gain momentum on the peninsula. Already there have been successes in the tech world.
Opportune, for example, helped the blue-tooth accessory maker, Semi-link, increase revenue by 230%. The company gathered 130 million won through the crowdfunding platform and allowed them to begin successfully exporting their products. Cultural and art projects are now finally starting to see similar successes.
The film Another Family, for example, earned gathered 1 billion won through crowdfunding. The movie is a fictionalized story about Hwang Sang-ki, a 23- year old Samsung plant worker who died from leukemia in 2007. It was the first commercial film in Korea to be financed through crowdfunding. Now games are starting to see a slice of the crowdfunding pie.
|Sponsor/Share Investment/ Lending||Opportune|
While there are a number of crowdfunding websites that have popped up in the last year in Korea, in this article we will focus on Tumblbug, arguably the most popular of the platforms for game funding.
Tumbling into money
Tumblbug tells you what they’re all about in their slogan, “get smart, fund art”. There is perhaps no better crowdfunding platform in Korea for art and cultural projects having trouble finding financing.
Launched in January 2011, it bears a striking resemblance to Kickstarter. The landing page features different project categories including comics and illustrations, music, photos, film, and games.
Contributing to projects is done in much the same way it is for Kickstarter. Users sign up with an account, or through Facebook, then select the project and donation amount. Payments can be made with credit cards or via bank transfer. Once the payment is made, contributors get a message with information about what rewards they will receive for their contribution level.
Although hard numbers for data are not available, Tumblbug has helped fund hundreds of independent artists, musicians, filmmakers, and game developers. There are currently 81 active game projects as of this writing, including board games, dice games, tabletop RPGs, and PC and mobile titles.
Some successful game campaigns include:
안녕뀨잉펫 (Hello Happy Pet)
와들와들팽귄즈 (Waddle Waddle Penguin)
Like Kickstarter, running a successful campaign means more than just posting it online and hoping for the best. A great example of how the platform can be leveraged actually comes from one of our own clients – Owlogue.
Planting a garden of fans
Owlogue is small, Seoul-based, studio built by a husband and wife team. They have released six mobile titles so far, three of which are part of the Mandrake series (the second of the series participated in the Big Indie 40 Project run together with Latis Global and the Korea Creative Contents Agency).
The games are casual, quirky, collector-sims where players plant seeds and harvest Mandrake characters to get their stories, and anime-style artwork. The goal is to collect as many of the Mandrakes and their accompanying artwork and stories as possible. As you can probably guess from the titles, the first two games – Mandrake Girls, and Mandrake Girls: Garden of Secret – focused on artwork of girls. The games catered to a small, but loyal audience, though they never made a big hit in the charts. But things changed for the third game in the series.
Realizing that there are plenty of games featuring anime girls on the market, Owlogue decided to mix it up for their third installment of the series, Mandrake Boys. As you can probably guess, the game revolves around the same mechanics, but features boys in the artwork rather than girls.
Success in alternative avenues
With a small budget, Owlogue had to take a conservative approach in marketing the game. They knew they already had a fan base from their two previous games to work with, so they decided to make turn to Tumblbug to help promote the game. The campaign was for adding voice recordings, an added value to an already complete game. This united their fan base from the previous games and got them involved in the development of the third installment.
Though they started off with a modest request of just a two million Korean won (~$1,912.80 USD), they ended up raising 15,957,011 won (~$15,261.25 USD) from just 403 backers. After reaching their initial goal, they set a stretch goal of 10 million won (~9, 564.00 USD) with more rewards including an art book. The fans loved it and a large majority of them also happened to be avid twitter users. The campaign went viral on Twitter, hitting the top trending topics in Korea and drawing in new fans, even if they didn’t contribute to the Tumblbug campaign.
In the end, Mandrake Boys made it to the top 40 grossing games in Google Play, and saw similar success on the Naver App Store, where they are currently making the majority of their success. Though Owlogue attributes a lot of their success to luck, the choices they made with their Tumblbug campaign and outreach to Twitter played a major role and were innovative choices for indie devs in such a competitive market.