They haven't specified how much they will raise the price or at what intervals so it's hard to say how it will go but for sure I think this ICO is worth 5 million+

The starting price for SHDW will be $0.05 across all pairs on August 1st at 9am EDT. It's a free market, so we will raise the price with demand and others are free to buy/sell at whatever price they want or can.

The ICO is not to raise money for development, but rather to transition from a single owner to community-driven development led by a board of directors. 100% of the profit from the Shadow Era game, physical cards, and IP will go to the token holders!