I’ve made my fair share of mistakes while building this business. I don’t sweep them under the rug. In fact, I even pulled apart the broken bits of my failed Kickstarter campaign for my understanding and published them online for public benefit. Being able to analyze and move forward after failure is critical to your success and a big part of getting your game from Start to Finish. This is part two of four in the Failure Recovery series.
Today, I’m going to be covering six really common ways board game Kickstarter campaigns fall apart. This is based primarily on my observation of Kickstarter as a market in 2018, not necessarily how it was in the past. The market is shifting and maturing, moving inexorably toward large companies with established intellectual properties. That’s not a bad thing – it brings more people into the hobby board game world we enjoy! It definitely changes how you have to approach the business, though.
Mistake 1: Emphasizing passion instead of the game.
Kickstarter started in 2009 as a way for people to fund their passion projects. That may not have been the intention of the company from the get-go, but that’s how the site was interpreted by the general public. For a long time, emphasizing your passion for the project while simultaneously pitching it was a reliable way to appear human and receive funding.
I’m not so sure about that anymore. Don’t get me wrong: passion is a beautiful thing. Passion will see you through difficult times, make you more charismatic, and give you a compelling story that people can rally behind. However: passion isn’t a pitch.
When you make a board game today, you’re on the same platform as CMON and other very high-profile publishers who can reliably pull more than one million dollars per campaign. These companies are very rarely mom-and-pop shops like old-school Kickstarter. They make a lot of money because their products are carefully crafted for the audience, their pitches are extremely strong, and the games are good.
Your game’s fit for the market is more important than your passion. So many indie creators, myself included, emphasize passion to the detriment of the product itself. Passion needs to be at the root of your product. It’s not a selling point.
Mistake 2: The game lacks a hook.
Because Kickstarter is so crowded these days, you need to catch each backer’s attention in a few seconds. The only way your game can survive in this environment is to be a good game and a good product. Good games have clever themes and mechanics. Good products are made for audiences using hard data to figure out what people like. If people like sci-fi and fantasy, you give them sci-fi and fantasy. If people like worker placement, you give them worker placement.
That’s only the beginning of making a good product, though. Even something as ideal for Kickstarter as a $20 fantasy worker placement small box game needs something to catch people’s eyes. It could be great components, a unique rule, or really special art. Your hook can be lots of different things, but it needs to be both tested with your intended audience and strong enough for people to identify your game as “the one with…”
Mistake 3: Poor price point.
An overpriced game won’t sell on Kickstarter. This concludes Economics 101, hope you enjoyed the blog, sign up for my mailing list and Discord…
But seriously: you need to pay attention to people’s purchasing patterns. A poor price point doesn’t necessarily mean you’re making your game too expensive. You can make games with an awkward price point that people aren’t buying at the moment. At the time that I am writing this, the campaigns I’ve seen succeed the most are expensive games or light games that are at or under $25. Much of what is in the middle is struggling.
Kickstarter is a giant open data set. Use hard data to figure out what price point core rewards are going for on successful campaigns. Try to match that price point.
Mistake 4: Poor components.
Lackluster components won’t necessarily sink a board game Kickstarter, but they won’t do it any favors. Having custom meeples, miniatures, or something creative and eye-catching helps a lot. In a lot of ways, it functions as a hook.
For better or worse, board gamers sometimes equate components with value. Do some research on Facebook or Board Game Geek to see what components gamers find valuable. You’d be surprised how often manufacturing price and perceived value don’t match up. I did one poll where wooden cubes scored higher than cards on value, despite cards costing three times as much to print and requiring extensive art creation.
Mistake 5: Poor art.
You have a few seconds to catch people’s attention. Art needs to not just be good in traditional artistic terms, but also good for product design. While there are a number of ways you can ensure your art is well-made from a tactical and technical standpoint, the most important thing to remember here is: test your art with your audience.
It’s impossible to know what art will resonate with people without running it by an audience. If you have a Twitter, Facebook, or Instagram account, try using those sites to see what people think of your art. If your art receives far higher engagement than your typical posts, that’s a very good sign. Every single art piece should ignite passion and interest in others. Otherwise, you could run into a situation where your game isn’t eye-catching enough to stand out in a crowded market.
Mistake 6: No reviews.
There are still some Kickstarters out there that go live without reviews. I don’t believe reviewers are the gatekeepers that they used to be, but it’s still a gigantic red flag when a campaign has no reviews. (Product-market fit, I believe, is more relevant than reviews, but I spent basically five points on that already.) You need social proof and reviewers act as testimonials to the quality of your product.
You need to print a few copies of your game from a print-on-demand supplier to send to reviewers. Thankfully, it’s easier than it’s ever been to get started with the actual printing process. For that matter, you can reach out to the majority of small reviewers by Twitter DM. The cost is relatively low compared to the rest of your project and the consequences of not having any reviews are too severe.
Mistake 7: Treating Kickstarter as the endgame.
Last but not least, one of the biggest strategic business errors you can make on Kickstarter is to only think about Kickstarter.
Sure, if you’re just making a single board game because you really want to see your name on a box, thinking about the Kickstarter campaign alone is fine. If you’re purely pursuing a passion project and don’t have your eye on distribution, designing other board games, or running a sustainable business, then you can treat Kickstarter as the endgame.
But if that’s not the case? Well, whether you’re trying to design a bunch of games, make passive income, or build an enterprise, your journey will not end with a single Kickstarter campaign. You won’t just fund and, POOF, all your dreams have come true.
Board game Kickstarters can be complicated to run. Hopefully by spelling these common pitfalls, you can avoid them and fund successfully. Recognizing pitfalls is a great way to avoid failure.
If you have any additions to what you see above, please let me know in the comments 🙂