The Len's Island Launch Failed? | Behind the Studio

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Build, fight, farm and explore. Experience your own path. Whether it's building the home of your dreams, tending to your crops and watching the sun go down; or explore the mysteries of the Island and the darkness underneath, but you may want to take a sword with you.
www.lensisland...
Created by Flow Studio

[@CodeMonkeyUnity]

I must say I was very surprised when I saw your tweet on how the launch "failed", I follow Steam indie releases very closely and based on the number of reviews it looks to me like the launch was a huge success. It's not on the level of Valheim or Fall Guys but you're on the top 1% of Indie games which is awesome! Can you share what were your expectations? How much you expected to sell in the first week/month/year? Right now it has 650 reviews which I would guesstimate as 20k-30k copies sold at a nice base price which should end up around 60k-100k copies for the first year, that's a huge success! So I don't know what numbers you were looking for but I can tell you it's a huge success and you should be very happy with the excellent work you did! The game looks excellent, reviews are extremely good and being in Early Access the future looks very bright. Make sure you participate in the Steam Weekly sales every 2 months and you will sell a ton of copies throughout Early Access. Congrats on the launch!

[@kingbling7571]

Code daddy here!

[@alir8zana635]

It's so nice to come to your favorite youtubers and find them commenting on each other's videos

[@noodletree]

The Code -father himself has spoken. It is final, you were successful.

[@FlowStudio]

I'll make a video explaining all the nitty gritty details and stats at some point soon, although we launched with 230,000 wishlists and essentially only had 1 day of proper launch numbers before it went down to a slow dribble. As I said in the video it was technically a success in the most basline means, though at the end of the day we still sold a fraction of what we should have/could have if it was shown on Steam as per usual. What you quoted as what could be our first year sales would of been a lot closer to our first month sales if we had the appropriate coverage, and that's the difference of millions of dollars. I'll explain it all soon in a lot more depth :) Though we are very proud, and I do have what I need to start Flow Studio, though it was still a very expensive lesson in how Steam sales work.

[@harborned]

I think they answered this in the video? The "failure" was not capitalising on the full potential they had due to the confusion about launching during the festival. Obviously by many metrics they did great! But as explained in the video - this was the stepping stone to the next big era of Flow Studio... and I can completely empathise with how bad it could feel if you felt like you had a lot more potential and one mistake hurt that vision. On the plus side - I think if players think the game is good - it now has enough of a player base that if decent new content comes out and there's a "big update" with marketing behind it... they'll be a big boost then and hopefully the snowball can start at that point.

[@coreysonofander]

I live in a small town in canada. My son came home from school last week and told me he heard his friends talking about Len's Island. That's pretty cool considering how small our town is. Good things are coming for you guys!

[@williamtpenningtonart]

I enjoy hearing this content. There aren't a lot of people out there talking about their experience with all of the steps of the process. I'm an animator/motion graphics artist I hope one day to get proficient enough at game engines to make a game.

[@kaustichaze8870]

Same bro same

[@MichaelKocha]

Would love to see a video on how the heck you went about marketing your game to do so well even with such a big oof during launch. Our game's been out over a year and we're still miles behind you in reviews and traction. Love the game by the way. Can't wait to see what you guy do during Early Access. Congrats on the still extremely impressive launch!

[@FireallyXTheories]

I beg you and your studio to watch the LevelHead GDC talk about how to avoid the crunch and 2 hours of sleep a day for 2-3 weeks. Crunch isn't healthy and I want you guys to be both healthy and successful if possible! 🙏

[@DevDennis]

Totally agree, I get so sad when I hear how you guys crunch, it's just not worth it ! Please reconsider your work / life balance. If you do game dev stuff for 14 hours a day you are bound to burn out.

[@rawls101]

I'm interested in this... do you have a link to the video?

[@fleeb]

Completely agree here. As a software engineer with over 20 years experience, I can confidently say your best work will come not from crunching, but from a steady pace. Our efforts are very mental in nature, and if your brain can't work properly because of fatigue, you'll make more mistakes that you will need to correct. You are literally throwing money away when you crunch, particularly for extended periods of time.

[@sounakbera6579]

I wish you success in all your endeavors. I hope Len's Island becomes "Overwhelmingly Positive" soon. Also, please do take care of your health.

[@thomasbrush]

Congrats on launch bud, very talented.

[@SpeedTutor]

I think you can be proud no matter what may or may not have happened, Julian. I understand certain decisions can be pinnacle to release. You live and learn from such experiences but do remember that you have update rounds (Do you get 4 per year or 4 for your games entire lifetime) which count as big update milestones, which usually get advertised more heavily by Steam. You can use those as big marketing tools, as well as the usual sales. You will get a huge amount of traffic when you game does go on sale (It doesn't always have to be a massive discount). The moral of this story is as I would have advised you, never release during any kind of steam sale or major other title releases -as you'll come up against too much competition and/or broken systems. You guys have created a beautifully, polished title and it will continue to expand I'm sure. You WILL ultimately see further success from it. You're a young whipper snapper too. Only good things to come! :)

[@jackdoolan1788]

Man I'm So proud of you guys. I always knew you would get to this point. sucks the launch wasn't as big as it could have been but I know you will push through and make it happen, you always had the talent and drive to succeed.

[@vorsadelta7752]

And of course Martin looking as sexy as ever, you two deserve more than just a pat on the back well done guys :) -Jono

[@dracovaca2519]

I bought the game on the first day and I have been enjoying every hour of it. I keep pestering my friends to buy it as well especially because I think it would be an amazing co op experience. I am saddened that steam keeps screwing over indie devs. I will soon post a proper review on the game’s page. I hope all the best to you guys!

[@ChrisHansonDev]

I remember watching these videos last year and couldn’t wait to play the game. I’m going to buy it later when I get back home. Good game and studio to support.

[@realmchat6665]

I've been seeing multiple positive youtube video reviews, picked the game up yesterday - it is a great game and very enjoyable ni its current state, with so much potential ahead - thanks for making the game and for your community interaction, these videos are great insights.

[@Ben_Green]

I love Len's Island! Thank you for all your hard work and don't let the set back discourage you. We need more developers like you and your team to innovate. I look forward to all that ya'll build onto your amazing game! God bless

[@slimebud]

Y’all are an inspiration for both new and existing indie game devs, so keep up the hard work and dedication. Also try and make some dlc’s in the future

[@Helthurian]

I was certainly worried when I saw you were launching during a big sale, didn't know about the snapshot bit though, that's brutal. That said, regardless you should be very proud. Your foundation is extremely solid for the studio and with every big update leading to full launch, money should flow in. Live and learn.

[@PaperWolfe]

This is a really insightful video. Thanks for sharing your launch day experience

[@bertconnell]

You guys motivated me to keep working on my game. And even though recently I had a potentially huge setback I’m going to push through and get the project done. Thanks for all the videos.

[@sort3x_]

thanks for the update and im looking forward to watch more of your progress as a team! very informative and pleasent to watch :)

[@Joshua_Pratt]

Dude, Congrats. 🎉 Just purchased and so pumped to give it a crack! You're gonna smash this!

[@Joshua_Pratt]

Also, I'm brisbane based and love to see a local making some big moves for games around here!

[@corvinm]

Regardless of early access performance, you should be DAMN PROUD of what you've put out as a small team. The game has a GORGEOUS art style, calming/relaxing music, inspires a sense of wonder/discovery, is very polished, the weapons have different move sets (which reminded me a bit of the Dark Souls weapons), and I love the fact the "Underworld" seems much more massive than the island "Overworld". Bravo, gentlemen!

[@RawFrequency]

The quality of the game you've made will shine through - it's such a shame things didn't go to plan with the launch, but it will become less relevant in the long term success of the game. Huge fan of Len's Island and backing it all the way!

[@Molenkof]

Just bought the game off steam. I know I'm going to enjoy it. Keep on keeping on Flow Studio.

[@aaronsomek]

Great video, it's refreshing to see developers talking so candidly about the process. I was on the fence about buying the game until I saw your have a Greyhound as well. Just bought it!

[@Husmanmusic]

Such a massive achievement! Inspirational!

[@ClearCustoms]

Been subscribed since you made me a banner around 9 years ago. REALLY looking forward to this launch man, and congrats to all of your future success!!!!

[@AntQF]

Can't wait to play the early access, the demo was amazing and I loved it. Haven't bought it yet purely because of money with Christmas around the corner. Well done on launching, looking forward to the future!

[@get258]

You've done amazing so far and thanks for the raw honesty man. Its so nice to see and I'm enjoying your game nearly every day so far since Launch! Big shout out to the rest of the team and looking forward to what comes next! From another Brizzy Brother! Peace

[@Niko_3D]

You did good, I'm really proud of you and honestly you are in place where most of indie devs dream of to be. With your insane dedication, and care for your own product and passion you share behind it. Trust me in year from now you will be really happy with your sales.

[@whiitehead]

Super excited for the game. I'm the type that waits until full launch and I know that there's many more like me so keep it up!

[@benjaminschmidt2507]

I've absolutely loved playing Len's Island. I played it when u released it to try on steam and ive now started playing now that you have officially released it and im loving it!!

[@TheSpidermint]

Thanks for sharing the journey. At the end of the day people love the game and that is the most important thing. That is why you do what you do. You will always be chasing money, but the games are what matter. Looking forward to seeing the new studio. Going to be a good 2022 for you. Keep up the good work.

[@AstonJay]

Some great lessons here. Thank you for sharing! I'm learning game dev at the moment especially the programming side.

[@B4NTO]

Best wishes and get that winter holidays to relax with family and come back strong :D

[@TheAmazinRaven]

It’s going to be okay. Please don’t worry yourself sick again & get some rest.

[@IsMeHype]

Such a great look into the backend of game development and I'm looking forward to seeing what the future of Flow Studio holds!

[@indieprogress7170]

Keep up the good work. It definitely shows!!

[@RichieRicardo801]

Been along for the ride for 2 years, looking forward to watching where this all goes! Exciting times man.

[@TheSkuami]

That's a sad story - I am going to buy your game right now to support you guys!! I wish you all the best with your studio dream - I hope it works out fine!

[@KaskadeHD]

How exiting! Ups and downs. Wild ride. Long journey gentlemen. CONGRATS on getting it out, holy shit!

[@Herf18]

Taking my computer to get fixed tomorrow so once I have my gaming rig back i'll be buying.

[@sarmy3d]

This is invaluable information. Thank you and good luck. Seems like you all are on the path.

[@marekvanhelden262]

Respect. Great Job. Fuck what others say and fuck the negative reviews. Do your thing. Please continue we wait for Updates. 👍

[@foreducation408]

Long story short this is such a helpful video for any indie game developers

[@AlienXtream1]

love the transparency. be sure to keep for up in the future :)

[@jst_booi]

I'm really excited that you gonna be doing more vlogs

[@harvesterindiegames]

I'm about to publish my own game in the next year. Thanks for the heads up on this! And good luck with your game guys ;)

[@Lex8P]

Picked up the game yesterday and enjoying it. Loving it.

[@darkroy610]

But, this was only the early-access release. You still got a second chance - >The real release! :D I'm guessing that quite a lot people do wait for a full release (like me, lol - tho I'll definitely buy it immediately if it gets local Co-op + family building) ^^

[@casualdutchman]

As a developer myself I sympathize with the rough launch. It sucks to have just missed 1 email and then to be ignored by the Steam algorithm. It must suck. But, since I am a developer (with no launched game on steam I might add) I also have a different look on the things you're saying. First of all, I think it's good that you are saying it's your mistake. When I read your first tweet I interpreted your message as saying Steam screwed you over, which is not the case. I know it's hard but you missed the email. Kudos for you owning the mistake. I think that is really good. Secondly, You said a failure could mean millions of dollars. I hope you are not talking about this rough launch being a failure for which Flow Studio missed out on millions of dollars, cause that just doesn't sound right. Somewhere in the middle of the video you said "being on the front page might turn 10k sales into 20k to 50k sales". This sounds very reasonable but that does not translate to millions. (plural) With 50k sales, you would still not end up with a million after Steam's cut, taxes, refunds, etc. I just hope you were not expecting millions of dollars because that does not sound reasonable. If SteamSpy is to be believed, 20k to 50k units sold at of 12/12/2021, that sounds pretty good to me. I keep my expectations low but maybe I should also aim a little higher, otherwise there is nothing for me to strive towards maybe? Thirdly, I love the positive spin you put on the whole thing. With having fewer people playing the game right now, more people will play a better version of the game later on. I think that is suck a great attitude to continue building Flow Studio upon. It's awesome and very inspirational! Fifth. 'We'll be working on it tirelessly'? Please also rest. I would rather play multiplayer knowing you guys took your time and still have some sanity than to play it in 2 months knowing you guys have sold your soul to the devil. Sixth. I don't know why I'm numbering these. But don't forget the massive income spike you will get after going out of Early Access. I've seen numbers where that actual Out-Of-Early-Access day would outnumber the initial EA launch by 10 times. I can't wait to see where Flow Studio is going, you guys are a great inspiration to me. Let's hope the next updates will fix the rough start and remember, it's your first game out there on an over-saturated marketplace. The amount of sales you got still beats the average sales for a beginner's indie studio. Massive kudos to Flow studio for launching such an amazing game!

[@3Doode]

Hey Man follow you. since you started the Project and I am already impressed by your efford. Keep on doing your stuff and I whish you and your studio a great Future

[@PanaraStudios]

Everything happens for good cause! You will realise this in the 2022 after Christmas 🎄

[@NextLevelAnonymity]

Played through the first dungeon and got most of the weapons in ~25 hours, looking forward to the next wave of content!

[@ibuymeow]

Found this game quite by accident on a streamer, and THIS GAME IS WHAT I WAS LOOKING FOR FOR A LONG TIME! I look forward to the development of the project, you are the best! I would love to see a Russian translation. I also hope for an increase in content, if this happens this game will drag me in for a long time...

[@theindiediary5950]

Love seeing youtuber Raptor on the screen lol. Love that guy. The most relaxed dude on youtube.

[@ExiledTraitor]

About to buy the soundtrack to support more. Besides soundtrack is amazing.

[@Skeffles]

It's a shame it didn't go as you had planned planned but I am so glad you made enough to keep the studio going, improve the game and make more!

[@rjsiii3]

I've suspected it would make it tougher. I've followed the dev and expected a bigger launch as well. It was cool seeing you take the responsibility and learning from it. I'm sure it hurt to go through and appreciate the honesty feedback of how it went vs what you hoped. I'm sure there is much more to it in the future.

[@Doobalins]

shame man, just know that the sales arent comprised entirely of the first week of sales, like you said, the reviews are overwhelmingly positive, this should be enough to give the game a sufficient life and many further sales down the line, and at the end of the day, you can go home with the profit you have and be proud of yourself for making a truly amazing game

[@dreamteckstudio]

Damn, would've killed to have a launch as successful as yours O__O You've done super great!

[@markomofardin3185]

I'm so happy with this game and I believe you will add so much stuff that will make it even beter!

[@strollingstickgames6407]

I am so sorry to hear this, Steam should really be more supportive, especially after doing so well on the platform. After following your devlogs for a long time I was super excited to buy your game on launch day. I have had lots of fun playing it, you guys did a great job and I tell all I know about it. Thanks for sharing your experience, it will be of great help when launching my game next year.

[@thomasr1051]

Yeah I don’t know how much steam should be there for devs but obviously steam benefits from more sale's. I think getting some sort of contact at steam would make a big difference. Understanding of the platform will definitely benefit further game releases. I’m excited to follow along on this journey

[@lugubriousmoron8996]

As someone who dumps an absurd amount of their personal income into early access games, I really appreciate your earnest self-reflection in this video. I admire your resolve to focus on the positive aspects of the launch despite the missteps, which honestly could happen to anyone launching their first game. Also, Steam has no excuse for their lack of support and slow response times. It's pretty disgusting how they shifted all blame on to you. No dev should have to suffer due to Steam's draconian policies and outright refusal to help. I'm going to leave my positive review right now to help push you guys over into the Overwhelmingly Positive zone. Congrats!

[@yolo5390]

I FORGOT, is finallllyyy outt imma buy right now!!!

[@bakumanga.5872]

Nice job bro

[@cslocker2697]

Multiplayer would be awesome

[@harborned]

I'm curious about the decision not to go for the sale once steam said it was the only way to get on the festival page. I haven't looked at any data (so this could be wrong) but knowing the habits of me and my friends, we mainly buy games when they're on sale (even if it's just 20%) and I think a launch celebration sale is an easy to market thing that doesn't damage price perception too much?

[@sideshow4463]

The game is very very good. But I play a lot so I don't have much to grind for because I almost bought everything already :) Looking forward for more content. I have spread the word and will continue to do so.

[@OfficialMemeStream]

Keep it up and never give up

[@homevideos.]

appreciate the transparency

[@UnburntStudios]

Thank you for this, very honest and informative

[@thomasr1051]

Looks like a really cool game. Want to buy it

[@aneskatzaev9152]

I am sry that I can’t support you but I plan on buying the game later on I am sure that some other people will thing the same think and also dw about the festival more chances will come your way

[@mahee1931]

Very informative. Thank you. Best wishes.

[@xanderwill8237]

Congratulations on all of the hard work you've put into your game, it really shows. On that note, you're the second indie team that I've seen say that their "launch failed" but you haven't launched the game yet. Aren't early access games considered unfinished and in a beta phase so I didn't think Steam promoted them as heavily as a fully launched title. Please correct me if I'm wrong as I'd like to understand better for when I release my own game.

[@matthewtull]

It is a great game so far. It needs a level system to make Len stronger and have more hit points and more defensive items.

[@zanarkandmusic]

You have more launch opportunities if you port to PS5 or XBox. That could give you the proper launch you wanted!

[@zanarkandmusic]

I'm not a PC gamer, could never get my head around using the keyboard and mouse haha! But I've been watching this journey for the past year and you're an inspiration. I'd buy the game for sure if it hits the console market! Either way, keep your head up. And all things considered, congratulations on the launch!!! 99.9% of indies give up without ever launching anything. You've done well 👏

[@dh8203]

It didn't seem like a failed launch to me, could have been rougher, ask the guys doing Breakwaters. I was surprised at having it launch during a big sale, and at a $25 price point, that seemed like a bad strategy since you would be competing with a lot of big titles that cost less. It sounds like you did really well, all things considered.

[@uhavemooface]

Just bought the game on steam today. I can't wait to play the game. I have been watching your videos about the demo gameplay of the game. I know it will be a lot different then the demo. I am expecting it to be a lot of fun. Nice casual adventure rpg style game.

[@WinclarkYT]

I haven't kept up to date with this game much, but after playing during the festival I assumed the game would release fully when it did and had it wishlisted. I'm assuming other people are in the same boat as me thinking it would be a full game and that is holding people off from buying it. I didn't buy it because I am not playing many games currently and didn't even know it released, but I am assuming some people do have this mindset

[@derekmchenry8224]

I enjoyed the game throughly! It is awesome and funny i enjoyed the game more than most triple A titles! Keep up the good work yall

[@calendulaprox2155]

Valuable content for us small developers. heard of your game everywhere, but that was definetely a critical mistake unfortunately. Lot of support! ❤️

[@marcelcroul5360]

damn that really sucks. the game is really good. I can see it becoming absolutely huge once more content is added. for what its worth, I think this game will still make a lot of money despite the "failed" launch. it's exactly the kind of game that I have been craving and I think a lot of people are in the same boat. with just a bit more replayability and the multiplayer features you're wanting to add, there's nothing stopping this game from becoming the next Rust, Minecraft, etc. (well not quite the same but personally I think Len's Island is better than those games anyway). even if the game wasnt featured on steam in the most ideal way, its still gonna show up for anyone looking to find a game of this style in future, and based on the positive reviews and incredible appeal, it will continue to sell. this is how I myself found it, a couple weeks after release - without a steam festival feature. would definitely love to see some more enemies and survival elements. the foundation you guys have built for this game is rock solid. thanks for keeping us updated, and I look forward to supporting this game for the foreseeable future.

[@kazekageno7711]

Keep trying, man! It is people like you that encourage me to pursue my dream game. Prove those naysayers wrong and succeed! 😁

[@ethanbristowe]

I appreciate you sharing your mistake for all of us to learn from! Here's some food for thought as a fellow game dev. Working 18 hours a day for extended periods of time was your first mistake, working for too long without resting affects the quality of your work greatly, and operating on too little sleep will cause you to make stupid mistakes. Like this steam launch for example, as you said yourself, you used to be a highly paid Marketer, and you ended up making an expensive marketing mistake. If you plan to start a professional studio where multiple people will rely on you, you need to start working smarter and not harder, and it is your responsibility as the CEO to protect your employees from crunch. Proper scheduling, planning, and project management is a priority as it keeps you from needing to make yourself and your employees work 18 hour days, which is incredibly irresponsible.

[@revelation_jeff2951]

It's sad to see that he has not learned from his previous health issues at all. He's setting a bad example of unhealthy work habits to his future staff and I can't imagine working for such a person who has become obsessed with success. Working 18 hour days is beyond irresponsible towards your own health, spouse and family. But it's even more sad that his own partner won't correct the problem either for his friend....

[@Kim-ft6cx]

@@revelation_jeff2951 I think when you have a dream, you don't care about the rest. And I think launching the game certainly was one of his dreams.

[@revelation_jeff2951]

@@Kim-ft6cx "Don't care about the rest" is the problem. It's just sad, its his choice but it won't end well for him.

[@ethanbristowe]

@@revelation_jeff2951 I think he'll be fine, he's clearly aware when he makes mistakes and even publicly owns up to them so that others can learn from it too. Which is more than what most people do. There are things I'd like him to be mindful of as he moves forward with his business, but like Kim said, he cares a lot about this, I believe he has the passion to be successful, and things will go well for him if he continues to love what he does. I'm just concerned for the people that will work for him, cause they should never be expected to overwork themselves for someone else's business.

[@jaketandurella2227]

Would you ever consider a relaunch at some point? Maybe when you have a next major update ? I really think you guys will go far with this game. If you somehow got this on the Nintendo switch it would sell like hotcakes

[@T0mT4yl0r]

Some things have to start small to become special.

[@pzuko89]

My channels not big enough to make much of a difference but I have been trying to play it, not many views tho which is so sad because this game is tons of fun! Just keep at it the game does have fans! ❤

[@jargo3814]

Keep at it. Your game looks great!

[@javadragon7475]

When you've watched a certain amount of videos on KZbin, you get a feel for how much of a video you can skip and for how long you'll want to watch something. With this video, it felt like I could watch all of it. And I did and I don't regret it. Even though the whole situation is sad, I got good vibes from this.

[@samsmells50]

I love it so far

[@camzxlegendary9649]

You can do it !

[@danmay1374]

Bought for my friend and I

[@Gameoneer]

I have a Twitter profile where I share survival game news. I normally get 5-15 likes when I share game trailers but when I shared the Len's Island trailer, it got only 1 like. I was kinda surprised because your game does not look bad. It just did not get attention. I have to be honest, I think Len's Island has the Sims game vibe. Maybe it's the reason why guys from my community could not relate to it. One way or another, thanks for sharing your honest thoughts. I wish you good luck with your game. I will promote your game again once you announce/release a new content update.

[@4gottenMyth]

This is what I like, A man who's not afraid to say that " I fucked up, my bad " Big companies COE like AGS COE can learn a thing or two from you man! Also, I love the game so far. Bought it on the first day, no regrets! Really looking forward to multiplayer mode!

[@xantishayde-walker4593]

Well, I had it on my Steam Wishlist, saw this and said, welp, I got the money, I'm getting it. So far it's pretty good. Just got into town and started exploring there. Gotta get me that gold and such so I can get all the things and stuff. Also flowers apparently. *shrugs* Sure, I can do some flower picking. ;)

[@serialcrusher2244]

Thank you for sharing this. Not a lot of people share 'failures'. However, I don't look at this as a failure. Maybe lesson learned. You successfully completed a game. Which is what I would consider a failure. I think you are making a good decision expanding your KZbin presence. To be honest I hadn't heard about Len's Island. I don't pay a lot of attention to steam. I rarely look for games through steam and I probably wouldn't have even considered looking at Len's Island otherwise. I only saw this because I was looking for information on developing my own games. However, Like I said I view your game as a success. Which is going to lead me to look in to further. Not to steal design elements but to get an idea of on what scale I should stick with for my own games.

[@brandonjacksoon]

Interesting! Thanks!

[@LeDuddu]

I don't believe I've ever seen a video with no dislikes, moreso one from a game developer. You must be doing something right, mate. :) Also, the biggest question in my mind is related to the message at the end of the corridor, after killing the voidboar: When is "soon?" Kudos for what you've accomplished! As I've said in the Steam review, it's one of the few games without a story that I play joyfully. Keep it up!

[@Malitor]

I'm excited for this game and it is on my wishlist, BUT I simply do not buy early access games anymore. I want to play the final game "when it's done".