Stakeholder management in crowdfunded video game development

Abstract

This case study examines, how stakeholder interests affect reward-based crowdfunded video game development, how managers cope with (potential) stakeholder conflicts, and the similarities and differences between crowdfunding video game projects of different scales. As research on stakeholder interests in the production of crowdfunded video games is scarce, this study thus aims to fill a gap in scholarly literature. The purpose of this study is to contribute to the field of managing crowdfunding projects using a reward-based model, to examine stakeholder-developer interactions and the management of interests in crowdfunded video games, specifically from a manager’s point of view. The outcomes of this study should provide valuable insights for media managers, who deal with varying stakeholders as part of the development of a crowdfunded video game.

The study examines seven cases of crowdfunded video games developed by video game companies using a reward-based financing model. It takes a qualitative approach, using semi-structured in-depth interviews with a sample of one employee per company in charge of the overall game development process. The results demonstrate the various ways in which stakeholders influence the development process, similarities and differences of crowdfunding projects of various size, and the impact of crowdfunding on the video game development process in general. Research on developer-stakeholder interaction suggests that stakeholders can affect the development by presenting the prospect of providing more funds, by being a lead user or specialist, or by putting pressure on the developers to change the creative direction by voicing opinions as a crowd, among other reasons. Developers may adopt strategies, that maintain the creative control over the game, but at the same time, be more willing to change project aspects by request or perceived stakeholder interest. In order not to lose a stakeholder group, managers continuously assess the active and passive influence exerted by various stakeholder groups on the overall project. They often try to find common ground in order to satisfy all stakeholder groups and communicate their decisions accordingly. By specifying those strategies, the author presents valuable methods for coping with stakeholder interests in the development of a reward-based crowdfunded video game.