Unlocking the Potential of Video Game Concerts for Game Studios

The current era is often referred to as the 'golden age' of video game concerts, with numerous fans flocking to events like Final Fantasy's Distant Worlds, Final Symphony, and the Game Music Festival. Many video game companies are now hosting and uploading full-length concerts for global audiences to enjoy online. Although the history of video game concerts dates back to 1987, their popularity has grown significantly since 2003. Despite the challenges involved in organizing these events, game studios of all sizes can benefit from them. To produce a successful video game concert, expertise is required across various roles, including licensing, production, booking, marketing, orchestration, health and safety, merchandising, and financing. Choosing the right IP and theme is crucial, and consideration must be given to the songs featured in the set list. Data analysis, such as Spotify streams or YouTube plays, can help curate a set list that fans will enjoy. However, it's also important to include memorable deep-cuts and consider rotating set lists for future concerts. Licensing contracts for video game concerts require a unique template due to the different compensation methods and ancillary uses of the IP. Once the IP and licensing are secured, the next step is to arrange the game's sheet music for a band, orchestra, or choir. This may involve partnering with the game's composer or hiring an orchestrator. Budget considerations, such as the number of musicians, instrumentation, and venue fees, are also essential. Deciding on the number of dates and venues is crucial, and factors like the availability of bands or orchestras and the dream date for the concert must be taken into account. Booking a venue like the Sydney Opera House can be a one-in-a-million chance, but advance planning can increase the chances of securing such a venue. Orchestra fees can vary significantly depending on the location and union rates, and costs can quickly add up. While some concert producers work with local orchestras, others take a single orchestra on tour, which has its advantages and disadvantages. Venue fees can also vary depending on the scale of the production, and it's essential to be realistic about the popularity of the IP and gauge venue size accordingly. Determining ticket prices is crucial to ensure profitability while keeping prices fair for customers. Adding a video element to the production can increase costs, but it's not always necessary. Creative production elements, such as mood lighting, can still deliver an immersive performance in smaller venues. Insurance policies, including workers' compensation, all-risk property insurance, and commercial general liability insurance, are necessary to protect all parties involved. Budgeting for marketing and advertising is also vital, with a focus on local marketing campaigns and partnerships with video game influencers. While creating video game concerts requires a lot of work, many responsibilities can be outsourced to a specialist production partner or packaged in a licensing deal. This can generate significant revenue from licensing fees and additional revenue streams, such as merchandise sales and concert recordings. A survey of video game concert fans found that the vast majority would replay the game, buy merchandise, or listen to the soundtrack after attending a show. Running surveys like this can help gauge fan reception and provide ideas for future concerts. Making the concert appearance feel 'extra special' for attendees can be achieved through guest appearances, in-jokes, and narrative elements from the franchise. Ultimately, video game concerts are a fantastic way to generate positive sentiment around a game franchise and provide a unique experience for fans.