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Our Unplanned $1,750,000 (and Counting!) Giveaway

This week, we launched Loom. The last 48 hours have been an amazing ride, and we want to share the experience with you, because you made it possible.

The timeline is fun - a cool insight into an unexpectedly successful launch. We got a ton of new users and visibility. But here’s what is really exciting: Every one of our new users got a free Loom Indie License. The total value of those licenses is hovering near $1,750,000. Of course, not every user who signed up would have paid. But we feel that giving out $1.75M in software licenses is a solid expression of how much we value Loom being in the hands of developers.

And with that - on with the tale of launch!

5:47pm PST, Feb 25 2013

The scene: our small office in Eugene, OR. We soft launched our 1.0 site update after a long day’s work. The day had included hail and sunny skies, and our tasks had included everything from website development to build system debugging to last minute bug and documentation fixes. We only accidentally queued builds on all 200 branches in our repo once…

With the site quietly launched, the team broke for dinner. Nate and Ben agreed to catch up later that night to prepare an e-mail blast for 8am the next day (Feb 26). The plan was to announce that the Loom Game Engine is free until the Game Developers Conference at the end of March in order to help us build a thriving community for our new game engine.

8:06pm PST, Feb 25 2013

However, our plans to rest up and prepare were foiled a little more than two hours later by Ben Burbank, who caught us in the act and tweeted this to the world.

8:08pm PST, Feb 25 2013

Since we’d been announced after all, Ben Garney (our Chief Engineer) caved and started talking about Loom on Facebook and Twitter.

Soon after, the whole team joins in on the fun.

9:00pm PST, Feb 25 2013

Less than an hour in, George Broussard of 3D Realms fame picked us up… as did several members of Adobe’s current and former product evangelism team (@__ted__, @renaun, @ryanstewart). That exposure was enough to get us picked up by the global Twitter cycle. At this point, the cat was thoroughly out of the bag.

12:00am PST, Feb 26 2013

We see a huge growth in our traffic. What followed exceeded everyone’s expectations. We began to see our concurrent vistor count rising. Fans of Loom posted stories to Hacker News, Reddit, SomethingAwful, and Digg, all without our involvement.

Friend of Loom, Ted Patrick (@__ted__) starts a series of tweets endorsing Loom to his 6,000 followers.

3:02am PST, Feb 26 2013

By 3am, after seven hours of excitement, Ben and Josh (while estatic about the pickup), decide they should get some sleep so they could be fresh and ready to answer questions and work with the newly growing community.

3:25am PST, Feb 26 2013

Records are set and Nate sends Ben a text waking him up because we surpassed 250 concurrent vistors on the website.

Signups are streaming in non-stop.

5:00am PST, Feb 26 2013

Nine hours in, Ben finally tears himself away and heads to bed. Nate continues to be glued to the computer, monitoring the site using New Relic and watching the Google Analytics Real-Time Dashboard as the East Coast begins to wake up and come on board.

Jeremy comes online to start answering questions after a refreshing night of sleep.

6:07am PST, Feb 26 2013

We hit our peak of 325 concurrent vistors on the website.

8:00am PST, Feb 26 2013

Twelve hours after Ben Burbank outed us, our scheduled email blast goes out to everyone who was on the mailing list.

We have our site post every time a user signs up. It plays the Zelda “you found a key” noise! As the team met for our first live chat, we had to move the box into its own room due to the sheer volume of signups. We just couldn’t hear each other as the notifications poured in.

11:00am PST, Feb 26 2013

After less than six hours of downtime, Ben comes back online and allows Nate to go get some sleep.

1:00pm PST, Feb 26 2013

The whole team is back online. It’s all answering forum posts, chatting with licensees and fixing bugs from here.

5:00pm PST, Feb 27 2013

Now, two days after launch, we’re still staying steady at 50 concurrent vistors. The dust is settling.

This is only the beginning, we’re glad you’re here!

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