Proposed Marketing Campaign Strategy for a Visual Novel Game Crowdfunding Project: Study Case Xagia Wars

• Main Author: Setiawan Jati/ 29116166, Iqro
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28102
• Institution: Institut Teknologi Bandung

In the recent years, crowdfunding have been growing at a really rapid pace globally and platform like Kickstarter and Indigogo currently becoming the leaders of this trend in reward-based crowdfunding platform. Vifthfloor, a local visual novel game developer, have been utilizing this crowdfunding trend as their business model in developing visual novel games. In their most recent collaboration project called Xagia Wars however, there have been a difficulty. One and the most apparent problem is the difficulty in obtaining funders and candidate funders to fund the game. <br /> <br /> To solve the issue and find a proper solution several analysis were being conducted. The first analysis is External analysis, which consists of general analysis, competitor analysis, and consumer analysis. The second analysis is Internal Analysis, which will be looking at the Resource and Value Chain Activity. This analysis will includes looking at the current Marketing Mix of Xagia Wars Project as well. From all of these analysis then a root cause analysis will be conducted. Based on the analysis conducted, there are quite few factors that might affect people willingness in funding a visual novel game crowdfunding project. Currently, the project faces 4 major lacks in their marketing mix. The factors are the lack of awareness, the lack of personal touch and inaccuracy in campaign design, the unavailability of the game demo, and finally too much reward option. <br /> <br /> After assessing the strategy, business solution alternatives are selected. The first alternative solution is using the current Marketing Mix for the kickstarter campaign. The later alternative solution is using new marketing mix based on the gap found in the root cause analysis. The proposed solution chosen is implementing new Marketing Mix. There are 5 action plans needed to implement this solution. They are Formulation and plan social media campaign and content, creation of game demo, Execution of social media promotional campaign, Redesign new kickstarter prototype, and finally launch the kickstarter project. This solution needs about 4 months to implement and needs about additional IDR 9.500.000 minimum to implement.