Keeping DLC mostly free has worked well for big developers like CD Projekt with The Witcher 3, who can garner reams of publicity from players used to being nickled-and-dimed to death by other big-budget releases. What happens, though, when a Steam indie takes a similar approach?
Thea: The Awakening is a turn-based 4x strategic survival game inspired by Slavic mythology that came out late last year. It was made by four people with a bit of aid from a publishing partner. You probably have heard of it, but folks who like it really, really like it. Itās currently got 1,053 reviews on Steam, of which 90 percent are positive.
In the wake of a more successful than expected launched (the game recouped costs within a day of release), its developers decided its major DLC packs would be free. They recently published a blog post about how thatās gone for them.
As it turns out, the first free DLCāwhich included 70 new events, a new main quest line, new building types, new voice acting, an event editor, and a bunch of smaller featuresādidnāt up sales enough to justify tearing off the price tag.
āThe cost of development of this DLC ended up being around 90,000 euro,ā Theaās developer wrote. āThe DLC was free and about 8,000 of our players have enjoyed it within the first two weeks after the release. Sales after the DLC brought about 10,000 euro above what we were usually selling without the DLC, and normalized in about 10 days.ā
āSo if we were to judge things by those figures alone, we would have lost a big chunk of cash,ā they added. āWorking with a publisher was a huge saving grace here, as we did not carry the costs of the localization which the publisher invested in, to eventually regain from the box sales. Still, for us, the Giants did not prove to be a huge financial hit and it was disheartening.ā
Despite that, they decided to stick with their free DLC plan. In the meantime, they saw players recommending the game, mentioning substantial free DLC as a big plus. Some even went a step further. āPeople began to create forum threads encouraging others to buy Thea for their friends,ā the developers wrote, āorganised their own giveaways and even doing their own community translations.ā
For their second major free DLC, they decided to take a more tactical approach. This one added multiplayer, and they decided to release it close to the Steam Summer Sale, to drum up additional interest. Sounds like it worked. They explained:
āI mentioned earlier how timing was an issue for Giants, and I believe we have learnt our lesson. We stuck to our deadlines, used a faster service to do our shortened localization, and we released the MultiPrayer DLC during the Steam Summer Sale. Our sales this month had a +1572% increase from the previous month on Steam, and while the sale is likely the main culprit here, we still think combining the two was the jackpot.ā
Theyāve since released another piece of DLC thatās, well, not really DLC at all. Itās more of a glorified donate button that grants players some snazzy cards. Game-changing DLC, it seems, will remain free.
The Thea teamās takeaway from all of this? Free DLC can be good for players and developers, but developers have to be strategic about it.
āThe Indie market is a tough one,ā they wrote. āIf like us, you have a small team, limited resources and a tight budget that simply cannot stretch to huge marketing campaigns, you need to think outside the box. For us, this meant putting a lot of emphasis on our community in hopes of the power of the āword of mouthā. This strategy has paid off and we do believe it is a valid route for other indies. Create a good product, respect your client and the rest will fall into placeāsounds idealistic, but it certainly worked for us and I am sure it can work for you.ā
Youāre reading Steamed, Kotakuās page dedicated to all things in and around Valveās wildly popular PC gaming service. Games, culture, community creations, criticism, guides, videosāeverything. If youāve found anything cool/awful on Steam, send us a message to let us know.
