Staying Alive: How some indies are setting their studios up for survival

Whether or not you are attempting to design a scorching new roguelike, determine the subsequent iteration of match-3, or craft an artistically distinctive recreation improvement expertise, you will have a priority lurking at the back of your thoughts: “Will this assist our studio survive?”

It is a main query that many builders have talked to Gamasutra about over time. It is a query with no elementary common reply. What works for one studio, in a single area, won’t ever work for an additional. However earlier than any studio on the earth can take into consideration bringing house blockbuster financial institution and shopping for everybody Teslas, it wants to unravel that survival equation. 

We took time at Sweden Games Conference this yr to ask a handful of builders how they’re fascinated by making firms sustainable, and guaranteeing they’ll survive transport their ardour tasks. 

One developer who’s keenly conscious of what it is taken to maintain totally different sorts of firms afloat is Ragnar Tornquist, CEO and lead designer at Red Thread Games, a studio that noticed nice success with the Kickstarter for Dreamfall Chapters, however has labored exhausting to maintain its doorways open to make extra narrative video games like Draugen

The first purpose Tornquist has grow to be involved with studio survival is that the situations Pink Thread was based underneath have drastically modified. Kickstarter has grown to be a extra viable platform for tabletop than digital video games. Steam has grow to be a extra crowded market. And in his phrases, it isn’t sufficient to “make a great recreation” anymore. 

“There must be a lot extra round it,” mentioned Tornquist. “That you must be profiled, you want front-page therapy, you want an enormous advertising and marketing price range, you must have some meme-able factor within the recreation, you must be an unnamed Goose, you must have one thing that jumps out and captures folks’s imaginations, and it is exhausting to plan for that.”

With the business altering round Pink Thread, Tornquist admitted that the studio needed to lay off various staff upfront of Draugen‘s launch to make sure it may maintain its doorways open. Tornquist often referred again to a spreadsheet that helps him chart out Pink Thread’s viability, and he works to speak it to the staff as finest he can.

“Now we have conferences the place we take a look at this and say ‘look guys, all the things is okay for the subsequent six months, in seven months there’s going to be a wrestle,'” he mentioned as one instance. “‘It is good that you just guys perceive that, belief me I’ll maintain that, I’ll work each day to handle this, and in a few months that equation’s going to look totally different.'”

“If persons are knowledgeable, they usually really feel their job is predictable–not protected, as a result of I believe being an indie developer, security is commonly exhausting to return by, however [predictability], that is necessary. Having that openness in your organization is necessary.”

Having survived one main transition, Tornquist defined that Pink Thread Video games is aiming to maintain its doorways open by shifting its mannequin towards the newer subscription providers which can be emerging–services like Apple Arcade and Xbox GamePass, which have begun to pay builders for unique titles. 

However Tornquist says it is unwise for the corporate to only hold its hat on anyone potential consumer. “If you happen to spend three to 6 months making a demo for a selected service, and that service would not need the sport, then you are going to have to show that round and discover any person else to do it,” he defined. “The best way we’re considering, is we’re taking a look at all these alternatives, and we’re attempting to hit as a lot of them as doable whereas doing what’s our core competence, which is making story-driven video games we are able to publish ourselves.”

Whereas Tornquist and Pink Thread Video games have been combating the nice combat for years now, many more recent studios have been looking for their very own niches within the interim. As an example, Mike Cox, advertising and marketing director of Crows Crows Crows, defined that a part of his job description was to make the younger firm “sustainable.” Cox described the rise of Crows as a response to the altering recreation market that Tornquist beforehand described. 

Whereas he spent much of the conference hammering at advertising and marketing methods indies can use successfully he says the aim of all his toolbox, past the thrills of revenue, is to allow the Crows staff to maintain doing what they do finest. 

For Crows Crows Crows, Cox described a data-driven course of constructed on the again of his work serving to Kickstarters join with audiences earlier than launching. One technique that is labored properly for Crows has been a newsletter-marketing approach constructed on the again of Dr. Langeskov, The Tiger, and The Terribly Cursed Emerald: A Whirlwind Heist, a brief free-to-play recreation launched in 2015.

After gamers completed that recreation, they might join a publication that grew to become the muse of how Cox gathers knowledge and markets Crows’ video games to a devoted viewers for newer video games like Accounting, made with the assistance of Rick and Morty creator Justin Roiland. 


Cox sees this strategy–along with a give attention to attaining key placements in several storefronts–as a response to indie advertising and marketing methods he realized about in his early days within the video games enterprise. Cox spoke about how since storefronts like Steam have advanced and allowed extra devs onto the platform, builders cannot anticipate to only “have an amazing recreation” and have that be sufficient.

“From the surface I perceive how somebody would look into the corporate and suppose ‘oh it is the status that is carrying this, or the status fueling this, or Justin Roiland was on this undertaking so it boosts it to the stratosphere,'” Cox mentioned. “It would not truly work like that.”

So now Cox, like many different builders, works to research the viewers that is grown round totally different Crows video games and always serve them content material that may maintain them coming again. However simply as Cox constructed his technique in response to an more and more unsuccessful technique from the beginning of the indie period, he is conscious that at some point the entire market may shift towards him nonetheless.  

“It is scary!” he admitted. “To be sincere it is the identical reality for anybody who works in knowledge, there is a phrase referred to as ‘ingesting your individual kool-aid,’ that concept that you just grow to be so enthralled with the way in which you are fascinated by the world that it blinds you and you’ll’t see every other approach. You begin going ‘oh this cannot be going improper, it is the info,’ and also you’re always simply reaffirming your individual beliefs.”

“A part of it’s that, when you get far sufficient forward, and also you’re constructing sustainably, that it might probably’t crumble fairly simply. It is virtually humorous, [surviving means] not that you just’re getting higher and adapting, it is that you’ve got constructed a lot of a sustainable mass behind you, you are screwing up however you are being forgiven by all the trouble you invested previously.”

Elsewhere, Flamebait Video games, the makers of Passpartout: The Starving Artist, have been attempting to construct a sustainable basis to show their student-founded firm into one that may exist for an extended time period.

CEO and lead designer Mattias Lindblat defined that whereas the studio did profit from the social security web supplied by his house nation of Sweden, there wasn’t any assure the corporate can be round after a number of years if Passpartout did not web some type of traction. 


“We began out truly everybody having facet jobs, some folks labored at a manufacturing facility…mainly, I used to be truly getting ready the corporate to start out doing outsourcing to construct funds within the firm previous to the Passpartout launch,” mentioned Lindblat. “If Passpartout had carried out poorly or tanked, we might transfer on to try to safe funding by different means, by publishers, or buyers, or these sorts of issues. Which is particularly tough when you’re a newly graduated pupil and your monitor document is wanting poor.”

Lindblat credited his staff’s means to iterate quick and check out new concepts as a key driver for a way they had been capable of ship Passpartout and construct the muse for his or her subsequent recreation Forge and Fight. However particularly, he says the studio is attempting to suppose exhausting about why Passpartout succeeded, which Lindblat credited as the sport’s “shareability.” 

Explaining this, Lindblat mentioned that Passpartout largely succeeded as a result of the sport’s narrative construction served to assist gamers create their very own “dumb” MS Paint-style photographs and share tales about how properly they did within the recreation. To Lindblat, shareability is a helpful technique for builders to assist gamers unfold the phrase about their recreation whereas having a great time. 

For the good thing about different builders, he tried to clarify his studio’s philosophy as such. “I believe the strongest type of sharing is one thing you created. If you happen to focus your shareability to be targeted round moments like ‘oh this cool second when somebody backstabbed this particular person’ and you’ve got a share factor for that, in case you have something pre-built, it is legitimate to be shared as soon as. However in case you have a recreation that is a artistic system the place folks can produce several types of stuff, you may generate quite a lot of enjoyable conditions, that is after I suppose shareability turns into actually attention-grabbing.” 

Flamebait Video games wasn’t the one student-formed studio readily available with a foundational curiosity in “sharing.” Hanna Fogelberg, chief communications officer for Landfall Games, defined that a part of the explanation their firm was capable of develop was that its founder, Wilhelm Nylund, was capable of construct curiosity in his video games early on by sharing prototypes on Reddit.

“It is grow to be integral to our design course of once we make the video games, that we present it to folks and we see how they react, then we modify the sport accordingly,” Fogelberg defined. “Now we have a really open improvement kind of factor happening. “

From there, Fogelberg defined, Landfall Video games’ objective for survival has been to ship profitable video games whereas retaining the staff as compact as doable. “We’re…realizing that we do not wish to grow to be an enormous firm,” Forgelberg defined. “We wish to keep round 13-15 folks and maintain doing the video games we wish to do now,” which embody titles like Clustertruck and Totally Accurate Battle Simulator (and its spinoff, Totally Accurate Battlegrounds). 


To that finish, Fogelberg says the corporate’s objective now, as an alternative of increasing and increasing, is to fund different developers–both as a way to assist their pals, but additionally to create income alternatives for the corporate. “Even when our subsequent video games fails, we’ll have sustainable revenue having helped different builders and get cash from that,” she mentioned.

Elsewhere, Valiant Game Studio is a youthful studio than Landfall or Flamebait attempting to determine easy methods to lay the muse for survivability in the long term. Co-founded by Anna Jenelius and Laura Bularca (who additionally helped set up the Swedish Recreation Convention), the 2 have been working to put groundwork for the long-term existence of the studio.

As a recreation studio, the pair not solely have printed the episodic RPG Pendula Swing, however they’ve additionally added various different providers to their enterprise, together with the branding service Brindie, publishing smaller tasks like the cardboard recreation Zestrea, and extra. 

A part of the corporate’s survival then is load administration. Bularca explains that like Tornquist, they depend on a spreadsheet telling them how lengthy they must “exist,” but additionally a course of for sustaining morale and offering ethical assist for one another. “I believe we’re simply attempting to be there for one another,” mentioned Jenelius. “I am particularly attempting to test in with Laura like ‘are you okay, you are not doing an excessive amount of I hope?'”

In response to Jenelius, making Pendula Swing an episodic recreation was additionally a call made to assist the corporate’s smaller stature. “We would have liked to have a approach for folks not simply to provide us cash however to play the sport and assist us develop it, to verify we’re constructing a great factor,” she defined. 

It is a midway level between Early Entry and a full launch, one which’s helped Valiant Recreation Studio self-publish Pendula Swing and repair bugs they could not have caught in the event that they’d shipped as a premium undertaking. Bularca defined that although the sport brings in about 6 % of the corporate’s income, it is nonetheless proved helpful for its long-term survival, because it each helps them study extra concerning the game-making course of they’ll use to assist different builders, and create a library of code and property they’ll re-use on future tasks. 


“I believe quite a lot of small startups are inclined to work on a function or asset and say ‘it isn’t ok, I am throwing it away,'” Bularca mentioned. “I do not suppose you must throw it away! It is good work that you just spend quite a lot of time on, and time is cash, and possibly it will likely be a second in your life when you may choose it up, polish it, and reuse it another way.”

Admittedly, most of the builders interviewed for this story profit from the social security nets and socialist funding constructions of their house nations, one thing every of the interviewed builders introduced up in several capacities. Tornquist defined how Pink Thread was capable of apply for state funding, Lindblat and Bularca expressed reduction that Sweden’s social providers would assist them if their firms collapsed. 

But it surely’s Tornquist’s perception that sharing survival tales is a key a part of how builders can cope with the exhausting instances. “There’s quite a lot of articles about success tales and issues like that, after which there’s articles which can be postmortems of studios,” he identified, “however only a few articles about simply getting alongside, surviving, as a result of that is what 90 % of us do!”


Hung is a Interreviewed U.S. News Reporter based in London. His focus is on U.S. politics and the environment. He has covered climate change extensively, as well as healthcare and crime. Hung joined Interreviewed in 2023 from the Daily Express and previously worked for Chemist and Druggist and the Jewish Chronicle. He is a graduate of Cambridge University. Languages: English. You can get in touch with me by emailing:

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