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Five Nights At Freddy’s
Fazbear Audit Terminal
EXECUTIVE SUMMARY _
CONFIDENTIALTHE INDIE ANOMALY
FNAF utilized a "zero-marginal-cost" marketing strategy leveraging the influencer-industrial complex.
- ORIGIN: Scott Cawthon (2014)
- MKT BUDGET: $0.00
- VALUATION: $500M - $1B
KEY PERFORMANCE INDICATORS (2014-2025)
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Strategy Takeaways From FNAF
Scott Cawthon playbook of minimal viable product with maximum impact cannot be understated. The first 4 games in 1 year of each other, and also sticking to a consistent theme and allowing the mystique to build out was a massive reason for the success. You have your whole career for the first project, what’s the plan after that?
1.
Working with producers and merchandisers and IP augmenters that understand his market base. Books/Graphic Novels…genius go after the Goosebumps crowd, Funko/Youtooz partnership genius for the insatiable need to connect to the IP physically, working with a master budget miracle maker like Blumhouse extra genius, because they understand the money needs to be spent on the making the monsters look great and the marketing add to the legend and the rest will be taken care of. Popeyes partnership, also great, hits a key demo that overlaps with children and horror fans. BUT THE GRANDMASTER STROKE is not being hostile with IP. He understood it was the community that makes the magic, so let them create a mutually beneficial exchange versus hostile moat. They thanked him back with dollars spent!
2.
However the missing link is obvious, continued content generation in either short form or full on streaming show. Animated of course for the children, but also a future fully animated movie that can also go to someone like Peacock, Paramount, Amazon, Netflix etc… However take advantage of vertical screens, look at reel shorts, Youtube shorts or tiktok maybe a scripted short series that takes advantage of those platforms is best? Also in-person events would be great, look to the Sonic/Sega Team for how they roll out the character as a guide!
3.
This IP has been fun to watch grow over the years, Scott Cawthon inspires and we hope to walk in his footsteps. But any aspiring creator looking to retain control but also facilitate community in the modern world, look no further than Five Night’s At Freddy’s!
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