adminVideo game merchandise can give an independent studio income between releases and offer fans a tangible way to support a game they love. But choosing products, managing inventory and shipping orders can take more work than developers expect. Stellar Jockeys, the studio behind the Brigador series, has learned these lessons through years of selling physical goods.
Image credit: Stellar Jockeys
The studio began selling merchandise in 2018, partly inspired by collectible enamel pins sold at gaming conventions. Studio head and co-founder Hugh Monahan saw merchandise as a way to build supplementary income: the studio’s first game took five years to make, while its second took ten. Fans had also asked for more ways to support the team beyond buying games.
Stellar Jockeys initially explored working with specialist merchandise companies, but eventually decided to manage production itself. Merchandise also helped offset the expense of attending trade shows. Monahan had noticed that studios with strong product sales could use that revenue to cover exhibition costs, and sometimes earn a profit.
Video game merchandise: choose a manageable first product
One of Stellar Jockeys’ early products was a T-shirt. In hindsight, Monahan advises other studios not to make clothing their first merchandise project. Apparel involves decisions about fabric, garment styles, printing methods and a range of sizes. Each combination adds another inventory item to track.
Audience preferences make sizing more complicated. The studio expected to sell both unisex and women’s shirts, but demand did not match that assumption, leaving stock from the original women’s-shirt run unsold. Before ordering apparel, studios can survey fans and use what they learn to plan a cautious first production run.
Image credit: Stellar Jockeys
By comparison, a single-design item such as an enamel pin can be easier to manage. Stellar Jockeys learned about pin production after joining a convention pin program. The team supplied a design, which was approved before production and backend logistics were handled by the program. Monahan says this straightforward process reduced potential problems and helped the pins sell well.
Practical tip: Start with one product that suits the audience and is simple to produce, store and ship. Expand only after there is evidence of demand.
Price physical goods for their own value
Stellar Jockeys later developed a broader range, including a branded lighter that sold particularly well despite higher manufacturing costs than the pins. The response helped the team see that some products can appeal beyond a game’s most dedicated fans. A useful design or practical item may attract buyers who are not looking for a direct reference to a specific title.
The studio also found that customers can have different price expectations for merchandise and games. In 2023, it began selling pewter figures based on vehicles from Brigador. Some merchandise packs cost between $25 and $35, while the original game could be bought on sale for $5. Physical products may command a higher price because they are tangible objects, but studios still need to account for production, labor, packaging and fulfillment costs.
Image credit: Stellar Jockeys
Shipping rules and international sales
Regulations can limit where certain items may be shipped. Stellar Jockeys says changes to US Department of Transportation rules prevented it from sending its lighters overseas by air, because the lighter’s sparker was treated as a restricted feature. As a result, those sales were limited to domestic customers.
Brexit also created new challenges for selling directly to customers in the UK. An import agent can help, but the added expense may be difficult for a small studio to absorb. Establishing a local distribution centre is another possibility, though it brings its own operational demands. Before offering international shipping, check current carrier and customs requirements for each product and destination.
Common merchandise mistakes to avoid
Posters can seem simple, but their dimensions need to work with standard packaging. Stellar Jockeys’ first poster was too large for available shipping tubes, so it had to be folded. That damaged the appeal of the product and affected much of the initial run. Choosing a standard size from the outset can make packaging and delivery easier.
For clothing, plan size quantities using actual audience feedback rather than relying only on a general sizing distribution. A studio’s customers may not follow typical sales patterns, and unsold sizes tie up money and storage space.
- Check production, packaging and shipping requirements before placing an order.
- Keep the first launch focused on one product instead of building a large range immediately.
- Ask the community what it would realistically buy, then use responses to guide quantities.
- Describe products accurately and make fulfillment a priority; poor execution can damage trust.
Make video game merchandise a long-term commitment
Selling a small item at a convention is different from running an ongoing online merchandise operation. A few lightweight products may be manageable at an event, but in-house sales require continued attention to stock, orders, customer communication and delivery. Monahan’s advice is to treat the work as a real commitment rather than something to start and abandon when development gets busy.
Stellar Jockeys regrets some early choices, including starting with T-shirts and producing posters in an unsuitable format. Even so, the studio considers merchandise worthwhile. It can generate revenue, help cover event costs and keep a game visible in fans’ homes. For studios considering video game merchandise, the most practical approach is to begin with one well-planned product, learn from customer response and grow only when the operation can support it.
Image credit: Stellar Jockeys
