Author: Mark McKinnon ·
Filed under: Developer diary
Topics: Campaigns, help, Kickstarter
I’m a positive, motivated person who tries to do what he says. This advice comes from a wish to help: I’d love to see every project reach its goal and bring more games into the world. The reality, though, is that some projects aren’t ready, and even a well-prepared campaign can be overshadowed by fierce competition.
Kickstarter isn’t a get-rich-quick scheme. I’m no expert and don’t have every answer, but these pointers may help you avoid some common mistakes.
No checklist can guarantee that a project will fund, and ignoring one of these suggestions doesn’t automatically mean failure. There are exceptions, but they’re exceptions—not the rule. Here are ten pitfalls to consider, in no particular order.
1. Launching without backing other projects
Being a first-time creator is challenging enough. If you haven’t used the platform as a backer, it can make a poor impression—and backers can see that information on your project page. Support a few projects first. Pay attention to how their campaigns work, learn what makes them effective, and take part in the community.
2. Setting an unrealistic funding goal
Backers can do the maths. A goal that is too low may make people doubt that you can deliver; one that is too high invites questions about how many pledges you need. Set a target that covers manufacturing and allows for unexpected costs.
Don’t try to recover every previous expense, such as artwork, through the goal. Making a profit would be welcome, but it shouldn’t be the purpose of the target, and building yourself a wage into it is unwise. If you’re contributing your own funds, say so on the campaign page; it can help explain a lower goal.
3. Making the campaign page hard to follow
You may have less than 30 seconds to persuade someone to back your project—or at least keep reading. Lead with your strongest material: a short explanation of how the game plays and images showing what’s included. Break up long passages with visuals and make the information easy to scan. A thorough page is useful only if people can manage it, so vary the media and keep the presentation engaging.
4. Leaving out a video
Many visitors won’t watch a video, and some who do won’t watch to the end. Still, having no video can put potential backers off. It’s a chance to show that you’re serious and give a simple introduction to the game. It doesn’t need awards or a large budget: use it as an elevator pitch and show the artwork and components.
5. Building no audience before launch
With so many social platforms available, there’s little reason to wait until launch to tell people about your project. Build interest in advance using the channels you can manage, such as Facebook, Twitter, Instagram or YouTube.
Playtests and convention demos are opportunities to invite interested people to join your mailing list. Set one up so that people who want to hear from you can be there when the campaign launches.
6. Skipping reviews and previews
People want to know that the game exists, that it can be played and what others think of it. Many reviewers are willing to consider a game without charging, and may pass it on to another reviewer. Start well before launch so they have time to make their content. Where possible, embed their coverage on your campaign page rather than sending visitors elsewhere.
7. Getting the price or pledge levels wrong
Backers compare what your game includes with products of a similar size and weight. They have expectations about the cost of things such as a deck of cards, so don’t get greedy. If your price is justified, explain why, and be prepared for questions.
If you can’t make the game for an appropriate amount, rethink your approach. Add-ons should improve the value of a pledge, and too many pledge levels can leave people confused.
8. Underestimating shipping costs
Shipping costs money, and heavier or larger parcels cost more to send. But charging close to the pledge price again for delivery is unlikely to go down well. Keep the game streamlined and research shipping carefully so you can find a suitable deal.
9. Making the theme too niche
It’s your project and the game you want to make. At the same time, the more unusual you make the theme or artwork, the narrower your potential audience may be. That can work in your favour, but make sure you understand how to use that appeal.
10. Ignoring repeated feedback
This may seem irrelevant if you’ve read the other points, but listen when the same concern comes up in advice groups or during demos. If several people raise it, there’s probably a reason. Find the underlying issue and address it.
Get ready before you launch
There’s no magic formula that guarantees success, but these steps can help you prepare. Ask people to review your page, spellcheck everything and keep your audience engaged. You don’t have to launch until the pieces are in place, so don’t let yourself feel pressured to go too soon.
And take it from me: there’s no shame in failing. A third of projects do. Stay positive, learn what you can and don’t be afraid to ask for help.
Good luck!