[GDC2015] ¿Did we fail. the weird success storu of beatbuddy?

Did we fail? The weird success story of Beatbuddy Wolf Lang Co-CEO THREAKS GmbH

What is ?● 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

The GOOD● 700k units sold (March 2015) ● 14 international awards and nominations ● 75% meta-critic ● 180k $ revenue (March 2015) ● exhibited at 13 major game shows ● more platform releases this year

The BAD● only 7k copies sold in the first 6 months ● very low average copy price ● company faced bankruptcy several times ● 70% of the team left ● cooperation with major music label failed ● no return on invest at sight

Was it a success?

Measuring success

Emotional success Financial success

The pre-storyJune 2009 - May 2013

The pre-story (Sep.09 - May.13)

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The pre-story (Sep.09 - May.13)

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First office, team grows

The pre-story (Sep.09 - May.13)

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Emotional success Financial success (in $)

German Game Award nomination during GDC SF

The pre-story (Sep.09 - May.13)

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Founded THREAKS

The pre-story (Sep.09 - May.13)

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Emotional success Financial success (in $)

Prototype Gamescom

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Emotional success Financial success (in $)

IGF Honorable Mention

The pre-story (Sep.09 - May.13)

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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

Emotional success Financial success (in $)

2 Intel Level Up Awards, STEAM Demo

The pre-story (Sep.09 - May.13)

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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

Emotional success Financial success (in $)

Game funded, new office, 8 people

The pre-story (Sep.09 - May.13)

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Emotional success Financial success (in $)

Crunching, pressure, problems

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Emotional success Financial success (in $)

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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

Emotional success Financial success (in $)

Work for Hire mobile game

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Emotional success Financial success (in $)

Exist Start-Up Funding

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Emotional success Financial success (in $)

Music Works Price Money

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Emotional success Financial success (in $)

The pre-story (Sep.09 - May.13)

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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

Emotional success Financial success (in $)

Investment secured

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Emotional success Financial success (in $)

BeatbuddyAugust 2013 - October 2014

Beatbuddy (Aug.13 - Oct.14)

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Beatbuddy (Aug.13 - Oct.14)

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Mai13 Jun13 Jul13 Aug13 Sept13 Oct13 Nov13 Dec13 Jan14 Feb14 Mar14 Apr14 May14 Jun14 Jul14 Aug14 Sep14 Oct14

Emotional success Financial success (in $)

Steam release after 4 years of development

Beatbuddy (Aug.13 - Oct.14)

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Mai13 Jun13 Jul13 Aug13 Sept13 Oct13 Nov13 Dec13 Jan14 Feb14 Mar14 Apr14 May14 Jun14 Jul14 Aug14 Sep14 Oct14

Emotional success Financial success (in $)

Bad sales + exhausted and scared team, but good meta critic

Beatbuddy (Aug.13 - Oct.14)

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Mai13 Jun13 Jul13 Aug13 Sept13 Oct13 Nov13 Dec13 Jan14 Feb14 Mar14 Apr14 May14 Jun14 Jul14 Aug14 Sep14 Oct14

Emotional success Financial success (in $)

Still bad sales + 70% of the team leaves

Beatbuddy (Aug.13 - Oct.14)

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Mai13 Jun13 Jul13 Aug13 Sept13 Oct13 Nov13 Dec13 Jan14 Feb14 Mar14 Apr14 May14 Jun14 Jul14 Aug14 Sep14 Oct14

Emotional success Financial success (in $)

Sell office and interior + move back to parents attic

Beatbuddy (Aug.13 - Oct.14)

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Mai13 Jun13 Jul13 Aug13 Sept13 Oct13 Nov13 Dec13 Jan14 Feb14 Mar14 Apr14 May14 Jun14 Jul14 Aug14 Sep14 Oct14

Emotional success Financial success (in $)

Beatbuddy wins 2 German Developer Awards

Beatbuddy (Aug.13 - Oct.14)

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Emotional success Financial success (in $)

Beatbuddy is part of the Humble Indie Bundle 11

Beatbuddy (Aug.13 - Oct.14)

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Beatbuddy wins German Video Game Award

Beatbuddy (Aug.13 - Oct.14)

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Emotional success Financial success (in $)

4 Beatbuddy versions at the Indie Mega Booth Gamescom

Beatbuddy (Aug.13 - Oct.14)

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Emotional success Financial success (in $)

iOS release Beatbuddy + world wide Apple feature

Beatbuddy (Aug.13 - Oct.14)

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Beatbuddy (Aug.13 - Oct.14)

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Emotional success Financial success (in $)

8 people team + 5 months financial buffer at release

Beatbuddy (Aug.13 - Oct.14)

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Mai13 Jun13 Jul13 Aug13 Sept13 Oct13 Nov13 Dec13 Jan14 Feb14 Mar14 Apr14 May14 Jun14 Jul14 Aug14 Sep14 Oct14

Emotional success Financial success (in $)

Failed release - 80% less revenue then worst case plans

Beatbuddy (Aug.13 - Oct.14)

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Emotional success Financial success (in $)

Freeze all expensesBurnrate cut by 70% - 5 people leave, office resigned

Beatbuddy (Aug.13 - Oct.14)

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Emotional success Financial success (in $)

Freeze all expenses

Beatbuddy (Aug.13 - Oct.14)

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Emotional success Financial success (in $)

close to Bankruptcy

Beatbuddy (Aug.13 - Oct.14)

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Emotional success Financial success (in $)

Steam Flash Sale - Beatbuddy sells in 8h, twice as much copies as in 6 month!

Beatbuddy (Aug.13 - Oct.14)

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Emotional success Financial success (in $)

Humble Bundle Revenue

Beatbuddy (Aug.13 - Oct.14)

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German Video Game Award Price Money

Beatbuddy (Aug.13 - Oct.14)

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Steam Weekly Deal Gamescom Sale

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Beatbuddy iPhone and iPad revenue

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Beatbuddy (Aug.13 - Oct.14)

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Emotional success Financial success (in $)

Nothing can stop our release excitement and expectations

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Beatbuddy (Aug.13 - Oct.14)

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Emotional success Financial success (in $)

The fear of going bankrupt almost kills any hope and energy

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Beatbuddy (Aug.13 - Oct.14)

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Emotional success Financial success (in $)

We’re slowly building up a financial buffer, but don’t trust the upwards trend

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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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Emotional success Financial success (in $)

Very successful Gamescom, but no guarantees

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Beatbuddy (Aug.13 - Oct.14)

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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 success?

Thanks for your attention!

CONTACT: Wolf Lang [email protected]