"I learnt a tonne about enamel pin manufacturing" – Brigador developer Stellar Jockeys on the secrets of selling video game merchandise

Since the indie game boom in the 2010s, smaller studios have been advised to consider selling merchandise. The reasoning behind this is that while developing games is risky, merchandise can provide a steady revenue stream separate from game releases. Stellar Jockeys, the developer behind the Brigador series of isometric mech tactical shooters, began selling merchandise in 2018, inspired by initiatives like Pinny Arcade, where enamel pins are collected at convention booths.

Initially, Stellar Jockeys turned to third-party merchandise specialists like Fangamer and Indiebox, but these partnerships did not work out. The studio needed to manufacture merchandise in-house to control costs and maintain quality. One of their first products was T-shirts, but they quickly learned that creating clothing is a complex and costly undertaking with multiple variables to consider, such as fabric types, printing methods, and sizes. They also noted a male-heavy audience for Brigador, leading to limited inventory of women's shirts.

In contrast, enamel pins were an ideal first piece of merchandise for Stellar Jockeys. They partnered with Pinny Arcade through the Pinny Arcade program at PAX, which provided a streamlined process for designing and manufacturing pins. This partnership proved successful, as the pins sold well and reduced the complexity of managing a merch operation.

Stellar Jockeys later expanded their product line to include a branded lighter produced by Zippo. Although manufacturing lighters was more expensive than producing pins, the lighter sold exceptionally well, demonstrating that fans are willing to pay a premium for tangible merchandise with broader appeal. This experience highlighted the importance of understanding pricing expectations for physical goods versus digital games.

Stellar Jockeys producer Benjamin Glover noted that people are often willing to pay more for physical items, as seen by the price gaps between their $5 game and $25-$35 merch packs.

However, running a merchandise business has been challenging, particularly given the evolving geopolitical landscape. New legislation has complicated shipping logistics, with restrictions on sending certain items, such as flammable lighters, internationally. Despite these hurdles, Stellar Jockeys has found that merchandise sales provide a valuable revenue source and deepen fan engagement with their games.