Wishlist acquisition and its effects on game launches are a continuously evolving oft-argued topic among indie developers. Which makes sense, since game launches on Steam can often make or break the long term success of a game and the livelihoods of game developers.

I'm writing this article for the purposes of tracking the wishlist acquisition process for Ruinarch and making our own contribution to pulling back the curtain and revealing more information about the business of games. I will also be making a bold and probably foolish prediction about how well we will do on Launch week.

As a quick refresher, my name is Ryan Sumo, and I am a cofounder at Squeaky Wheel, a Philippines based indie game developer currently working on Academia : School Simulator. Last year, we signed a contract with Maccima Games to publish their Evil Overlord Simulator, Ruinarch, which is launching on August 25, 2020. Let’s begin!

Pre publishing announcement March 8 2019 to October 20 2019

Daily wishlist average: 7 Total wishlists in time period: 1422

This period covers the time before Maccima and Squeaky Wheel were involved. Starting from March 8 to October 2019, Maccima was doing its own marketing efforts for the game and netting a respectable 1422 wishlists in the process.

From Publishing Announcement to Steam Festival Oct 21 2019 - June 15 2020

Daily average: 11 Total wishlists in time period: 2318

This period covers the time in which Squeaky Wheel formalized its involvement with Maccima and Ruinarch. The initial announcement got a small burst of interest, but eventually faded away. There is a 57% increase in the daily averages from 7 to 11 wishlists a day. Our internal target was 6000 wishlists before launch, so we were a couple thousand wishlists away.

We hired a PR company called Indie Bros to assist us with PR. I primarily sought them out because they had worked in promoting Rimworld, and since we were talking up Ruinarch as the “anti-Rimworld” I thought they’d be a good fit. In general they helped quite a bit with checking out our tags and store page, but really I was investing in their network with streamers that had played Rimworld, which did pay off in the end.

Steam Festival (June 16 - 23)

Daily average: 48 Total wishlists in time period: 308

We were very excited to join the Steam Festival because we hoped this would take us to the 6000+ wishlist point. Sadly the sheer number of entries in the festival meant that we were buried in the crowd. While there was a small boost, it was hardly enough and did not really carry over

Before Streamers (June 24 - August 8)

Daily average: 21 Total wishlists in time period: 878

We’re quietly worried, calculating that if we maintain our progress we’ll hit 5000 wishlists but still be short of our target. I pour some more money into reddit ads (about $60 daily on selected subreddits) and it does pay off a little bit. A rough estimate would be we got a 1 wishlist for every $2.50 we put in. In retrospect this seems terrible. We do get a lot of impressions this way which may be worth it in the end? We were also more active on Discord thanks to our new hire Shannelle, who has been doing an excellent job of managing the channels.

Leading up to launch our plans are to send out a build to select streamers 3 weeks before launch and open it up wide to all streamers 1 week before launch. We were hoping that this would have some impact.

Streamers Ahoy (August 9 - August 24)

Daily average: 1565 Total wishlists in time period: 23,111

On August 9, SplatterCatGaming posted this video of Ruinarch. On that day our wishlists shot up by 2891, and while it decline after that, it averaged more than a 1000 wishlist per day since that point. This is where working with Indiebros really paid off. While splattercat MIGHT have picked up the game on his own without us working with the Indiebros, I’m fairly certain that having them do the outreach for us helped. Other medium to large streamers like Arch and Dr Horse soon followed suit.

Separate from Indiebros we did our own outreach to folks who had played Academia : School Simulator, and every day since that first big video by Splattercat has seen me looking up new Streamers and sending them keys (I should have prepared this beforehand, but I was also busy running our company and project managing Academia).

We were also part of the Yogscast Tiny Teams Festival, which was a great stroke of fortune. However it’s hard to tell how much of an impact it had given the event happened at the same time content creators were picking up the game.

On Friday the 21st we hit the front page of new and upcoming. I would say we were probably at around 20k wishlists at that point. Getting on the front page of new and upcoming did have a positive effect, but the effect may have been buried by other factors that seemed to be pushing our wishlists upwards, so I’m not entirely sure how much to credit it. I did notice an increase in “Home Page” visits in the Steam marketing graphs, so that might be related?

Why Names and Words Matter

One thing that I want to make clear is that I think that the guys at Maccima did a really great job with Ruinarch. They pitched the game as a story generator, knowing full well that content creation is storytelling, and they were banking that this would entice content creators and entertain their players. I’d also like to think we did a good job with the rebranding. Initially Ruinarch was called “World’s Bane”, which, while kinda cool in a JRR Tolkien kind of way, just doesn’t sound like a game from 2020. We workshopped a lot of different names (My early favorite was Mendaxarch, can you imagine?!?!) and finally settled on Ruinarch as a cool and unique name, and we have to give credit to Jakub Chilaber for helping us with a really kickass logo.

The game description was also very crucial. Initially Maccima had pitched the game to people as an Evil Overlord Simulator. We all agreed that calling the game an Evil Overlord Simulator undercut the really cool art and style of the game, but it was decided that we would use that in all of our marketing material. That means that on our Steam page, on the Ruinarch Website, and our pitches to streamers, we always led with the sentence “Ruinarch is an Evil Overlord Simulator…”. We also dropped hints in the description and in our marketing that it’s “like Rimworld but you’re the bad guy”. Why is that important? Well for one thing it entices streamers because it’s that old advertising adage of offering something that’s similar, but different. And two, Youtubers are using those cues in their titles, which I suspect draws people’s attention.

So what does all of this mean? It seems like the combination of name, description, and cool logo are helping videos of Ruinarch outperform videos of other games by the same streamer. For example, check out these videos by Splattercat:

Notice that with the exception of “Going Medieval”, Ruinarch has more views than most of the other games within a +/- 1 week time period.

You can also see that with smaller streamers like Geek Cupboard:

Notice that most of his videos average around a thousand views, but his Ruinarch (Evil Overlord Simulator) video has 6k views.

So for whatever reason, videos of our game are generating more interest than videos from other games (even those with a much larger marketing budget for big name publishers). Taking the time to craft your name and marketing descriptions may seem like a waste of time initially, but it can pay off in very weird and unexpected ways.

Future Plans and Bold Predictions

After the initial flurry of activity we’re doing a soft embargo of videos until launch day, in order to maximize eyeballs at the point where players can throw money at us. We’re also taking advantage of the fact that we now have 3 games under the Squeaky Wheel label. We’ve added Ruinarch to our complete the set Squeaky Wheel Bundle, and timed a sale and visibility boost for both Academia and Political Animals to coincide with the launch of Ruinarch. The idea is to maximize every single opportunity to get Ruinarch in front of Steam users.

So now we’re at the end and we can do the fun part where I predict how many sales we’ll have in our first week! Jake Birkett’s original boxleiter number of 1st week sales equalling 0.5 of wishlists has been modified by Simon Carless’ updated stats. So given we have 28000 wishlists as of this post, here’s my predictions for week 1 sales:

Pessimistic Launch : (0.075 of wishlists) 2100 units

Realistic Launch : (0.25 of wishlists) 7000 units

Optimistic Launch : (0.5 of wishlists) 14000 units

I’ll be back in a week (or a month) to let you know how it went!

If you follow Squeaky Wheels’ Facebook, Twitter, and Steam developer pages (and if you haven’t hint, hint please do so!) you’ll by know by now that we have just announced that we are publishing another studio’s game. As with many of Squeaky Wheel’s milestones, I wanted to take the time to dig into our thought process on why and how this happened.

But first, we’d like to introduce you guys to Maccima Games and their debut title Ruinarch (Wishlist PLEASE!).

Ruinarch is a wickedly fun evil overlord simulator where you cause havoc on people’s lives before taking their lands. Inspired by story generators like Rimworld and Dwarf Fortress, create an infernal narrative for your victims as you poison food, raise the dead, and inflict endless misery upon them.

If any of that spoke out to you, wishlist it now! Ruinarch is coming out in Early Access sometime in 2020.

How Did This Happen?

It’s really kind of crazy how Squeaky Wheel and Maccima Games hooked up. About half a year ago I randomly saw one of maccima’s tweets of a screenshot and thought “Hey, that looks cool! I clicked on the Twitter profile and saw that their website used the .ph (as in Philippines) domain. I checked out their website and we even more impressed with what I saw, and immediately chatted them up, asking about their game, and how I’d like to meet up some time to talk some more.

I came away from that meeting even more impressed, but we weren’t really in a position to make an offer at the time. It just felt good that there were other people making PC strategy games in Manila! I offered to help introduce them to people when they were ready to think about publishing, and only asked that they send us their pitch document as well to give us first dibs on a possible publishing deal

A few months pass, and Maccima came to us with a pitch. The pitch was professional, and most importantly realistic in terms of schedule and numbers. Maccima was a well run team that could operate independently of Squeaky Wheel, meaning we wouldn’t be wasting any time at all and effectively doubling our game development output.

After taking a hard look at what they needed and our financial state at the time, we decided that this was a financial risk that we could take. Even if the Ruinarch flops, Squeaky Wheel would still be able to stay afloat. So after about a month of negotations, we signed Maccima to a publishing deal in August, and we’re so excited to be finally able to share that now.

But why bother with publishing? Squeaky Wheel is still a tiny studio that doesn’t really have deep pockets. While we wouldn’t go under if Ruinarch flopped, that was still money that might otherwise have gone into our profit sharing pool. Tl:dr publishing Ruinarch is about more than just money to us. If you want to know more, just keep reading.

Nurturing an Industry

While I cannot speak for my other cofounders, part of what drove me to start a studio was a personal desire to help grow the Philippine game development industry. This fascination with building an industry all started with the time I read Richard Florida’s Flight of the Creative Class. In it, popular economist Richard Florida espoused a vision of the world where cities would compete for creative class workers (defined as people in science and engineering, architecture and design, education, arts, music and entertainment whose). Inspired by the book, I set about to do my own small part by helping to nurture the local game development industry.

At the time (about 10 years ago) I saw my role as community building. I helped to revitalize the local IGDA chapter, holding monthly meetings (against the wishes of some local studio managers) and creating a space where devs could meet and learn from each other. We started the first Manila Game Jam in 2010 to coincide with the global game jam, and I led the community for 3 years. It was often a struggle, but I firmly believed that if we had a strong community, the clustering effect would help propel individuals and companies to be at par with the world, and create a game industry that would funnel investment and money into the Philippine economy.

I’m proud of what we did, but I’m a little less naive now. I don’t think that the game industry on its own can lift up any country’s economy out of the mire. I don’t think there is any way to leapfrog our way into being an industrialized country, which I strongly believe is a prerequisite for any country or city to have a strong and growing creative class.

Squeaky Wheel

As fulfilling as IGDA was, three years had taken its toll on me, so I took a break to focus on myself and my freelance career first. This culminated in my work on Prison Architect. While it was immensely gratifying to be a part of a game that truly shaped the industry (so much so that Paradox Interactive bought the IP!), I felt that PA was as far as I could go as an individual. That, combined with the ever nagging impulse to nurture the local industry, was one of the things that led to the formation of Squeaky Wheel (if you are interested, read about the long road to the creation of Squeaky Wheel and how we landed our first publishing deal this three part blog series: Part 1, Part 2, Part 3).

Running Squeaky wheel has been quite the experience (read restrospectives from 2016, 2017, 2018). We launched a game that flopped. We launched a game that succeeded. We’re nowhere near as successful as many other companies, but we are in the extremely fortunate position of being able to survive and support ourselves. Now that we are in that position where we’re no longer on the verge of collapsing every month, why choose to spend that money on other people rather than ourselves?

Why is Publishing Important To Us?

Publishing a game means so much more to the local industry than simply handing over a bunch of money to another developer. All of the funding that Squeaky Wheel has had so far came from outside the Philippines. That may not seem like a big deal to developers from other countries stacked with publishers but let me tell you : it feels fucking good not to have to rely on outside funding. What makes this more special for me is that game development is one of the few industries in the Philippines where you can create almost literally create something out of nothing. A decade ago, most local funding came from foreigners, oligarchs, and deeply entrenched business interests. I am immensely proud that bunch of weirdo gamedevs from varying lower to upper middle class backgrounds came together to create a studio that can now support other studios. It is a sign of the maturity of our industry. It says “we can do this on our own now”. Being able to say that, and being able to support another studio’s creative endeavor, is worth so much more than the money we put into their studio.

Where Do We Send our Pitch?

So are we really a “publisher” now? Well, not really. There was a huge confluence of circumstances that led to this point. We’re not actively looking to publish any more games than this (especially since we don’t really have the budget!) but who knows what the future might bring?

Thanks for reading, and hope you found this interesting! If you want to support us, you can buy Academia: School Simulator or Political Animals, or wishlist Ruinarch.

Road to Ruinarch Part 1: Wishlist Gathering and Expectations