New research on crowdfunding and its use by the licensing community was presented for the first time as part of the Licensing University panel “Crowdfunding: A How-To for Licensors and Licensees” at Licensing International Expo in Las Vegas this week. Some highlights:
- Rewards-based crowdfunding, in which financial backers receive some sort of material reward for different levels of contribution, has accounted for 91% of licensing-related initiatives to date.
- While estimates put the number of crowdfunding platforms at close to 2,000 globally (including 200 in the U.S.), Kickstarter dominates the market when it comes to licensing, accounting for 67% of all campaigns.
- In terms of property type, 47% of all licensing-related initiatives have been based on entertainment/character properties, with more than half of those inspired by sci-fi/fantasy. Another 20% have been tied to the worlds of videogames, comics, and manga.
- More than half (52%) of licensing-related campaigns have been for products skewing toward young adult males. Half of that is in the category consisting, collectively, of playing cards and card games, board games, and miniature games.
Raugust Communications was the source of this new research. Licensing University participants can download the Powerpoint containing this data from the Licensing University website; subscribers to RaugustReports or Raugust Communications’ e-newsletter can request a copy by emailing karen.raugust@raugustcommunications.com.
Many thanks to Rob Goodchild, head of licensing for Aardman; Dan Goodsell, creator of The Imaginary World of Mr. Toast; and Erik Dahlman, CEO of Albino Dragon, for their great presentations at the Licensing U panel.
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