Stellar Jockeys' Merchandise Journey: Lessons Learned from Brigador's Developer

The indie game boom has led to a surge in developers creating merchandise to support their games and build a community. Stellar Jockeys, the developer of the Brigador series, began selling merchandise in 2018. Initially, they turned to third-party companies but eventually decided to handle it themselves. One of the first items they created was T-shirts, which proved to be a complicated and challenging product to manage. According to Monahan, the studio head, creating clothing requires a deep understanding of fabrics, printing techniques, and sizing, making it a daunting task for newcomers. In contrast, simpler items like enamel pins have been more successful, with Monahan citing the Pinny Arcade program as a valuable learning experience. The studio has since expanded its merchandise line to include items like pewter figures and branded lighters, learning valuable lessons about pricing, audience expectations, and logistics along the way. However, the team has also faced challenges, such as changes in legislation affecting international sales and the complexities of managing a global merchandise operation. Monahan advises indie studios to approach merchandise as a long-term commitment, focusing on a single item and expanding gradually, rather than trying to launch a full range at once. He also stresses the importance of understanding the target audience, surveying fans, and being committed to the process to avoid damaging one's reputation. Despite the challenges, Monahan believes that creating merchandise has been worth it for Stellar Jockeys, providing a unique way to connect with fans and build a community around their game.