The Game Maker's Toolkit for Kickstarter Success

The Game Maker’s Toolkit for Kickstarter Success THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS

Crowdfunding is an excellent way to get your game funded, build a list of pre-orders, and take your game to market. We know the process can be overwhelming for first-time creators, though, so we’ve put together resources to help you plan, launch, and execute your campaign.

Most of these resources focus on Kickstarter because it’s a strong marketplace for new games—games attract more money on Kickstarter than any other category. But choosing a platform is an important decision, and it’s not one-size-fits-all. Before you get started, this article from The Crowdfunding Formula offers a helpful breakdown of the differences between Kickstarter and Indigogo. We recommend reading it and considering the options carefully before making a final decision.

All right, ready to get started? We will guide you every step of the way, from calculating your funding goals through delivering your final product.

2 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS

Table of Contents

Determine Your Funding Goal ��3 Figure Out Your Reward Tiers �� 7 Do You Need Stretch Goals? �� 16 Designing Your Kickstarter Page ��23 Marketing Basics ��30 After Your Campaign Closes �� 41 Selling Your Game After Kickstarter ��49

3 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Determine Your Funding Goal

Determine Your Funding Goal

Calculating your Kickstarter budget can be one of the most difficult parts of crowdfunding. To succeed, you need to set a funding goal that will cover your expenses. Without an accurate estimate of all of your budget, unforeseen costs could sabotage your success.

We’re here to share our expertise on planning project costs and help you estimate your Kickstarter funding goal step by step.

4 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Determine Your Funding Goal

Use our Kickstarter Calculator

Get a head start on actualizing your budget using our handy Kickstarter Calculator. You can input your estimated production costs, reward tiers, shipping costs, and other details as you go. We’ll combine that information with other resources, like the average distribution of backers and Budget Your Kickstarter > the average number of international backers, to estimate your total goal.

Collect quotes–lots of your price for your custom game from copies, plus the additional costs of quotes our quote form. shipping, other rewards, and everything else you’ll need (don’t worry, we’ll go The first step in estimation is finding A smaller order will have a higher per- over each one of those in detail!), out how much your game will cost. unit cost, and a larger order will have a Determine what components your lower per-unit cost. Let’s say the 500- When you request a game quote game includes, whether it’s cards, unit cost is $19.50 per game, while the from PrintNinja, your quote is broken a game board, or other pieces. 2,000-unit cost is $10 per game. Your down by component. Take a look at Then ask for quotes with a variety game will be much easier to sell at the what pieces are most expensive, and of units—500, 1,500, 2,000—to lower cost, and knowing your minimum decide whether you need to adjust. For determine the breaking point at manufacturing quantity will help you set example, if a single piece is driving up which your per-game cost is feasible your overall campaign goal: you’ll need the cost too much, you might swap it for your customer. Start by getting $20,000 to cover manufacturing 2,000 out for another material.

5 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Determine Your Funding Goal

be printed on the box itself will significantly cut shipping costs. Inexpensive to ship ideas include art posters, extra cards, extra miniatures, specialty printing (like foil or glow-in-the-dark), or working the backer’s likeness into the game as a character.

Make a list of the packing supplies you’ll need and their costs: boxes, bubble wrap, packing tape, labels, stickers, and anything else you may need.

Estimate Shipping Costs Start with the most expensive item to Then, look at shipping costs. If ship, and calculate that cost: possible, assemble a sample box It’s easy to forget, but shipping for each reward tier. Pack them adds up fast. You can always select up, weigh them, and calculate to have the backer pay shipping, Packaging + your postage costs using the but most of our creators prefer to Handling Fee + USPS postage calculator. Be sure advertise free shipping and work Postage = to double check whether postage the shipping cost into the overall Total Shipping Cost rates are set to increase within price of the reward. Backers like your production timetable and seeing the total number upfront, factor that in. If you’re interested rather than being surprised by Weight is the biggest factor, working with an external fulfillment a shipping cost after they’ve followed by size. Rewards that partner, continue reading in our selected their reward. can fit into your game box or even shipping to backers section.

6 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Determine Your Funding Goal

Find Your Magic Number

Subtract the money Add it all up you’ll never see Add up the cost of producing your Kickstarter applies a fee of 5% board game and bonus rewards, of the funds you raise, plus a the cost of packing materials, payment processing fee of a your estimated shipping costs, little over 3%. Depending on your and Kickstarter fees, and you’ll location and what you raise, there have a rough total for your funding may be taxes to factor in as well. goal. Again, this is where our To be safe, assume that roughly Kickstarter Calculator can help 10% of the money you raise will ensure you’re not missing any never reach your bank account. costs.

Once you have a rough estimate, continue to research. Look at similar Kickstarters, including successful and unsuccessful campaigns. How does your goal compare? If your calculated goal seems reasonable, it never hurts to round up for a little extra padding. If your goal is higher than what similar campaigns tend to achieve, you may need to consider finding ways to lower costs and recalculate. It’s important to be flexible and focus on what will make your campaign most likely to succeed.

7 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Figure Out Your Reward Tiers Figure Out Your Reward Tiers

If you look at the most successful Science has shown that too many tabletop game campaigns on Kickstarter, choices paralyze buyers and make you’ll find the common denominator is them less likely to make a purchase. well-executed reward tiers. We recommend limiting your rewards to about five relevant, low- Creators who are new to Kickstarter maintenance options. often believe they’ll see better results by offering as many reward tiers as possible: if there’s an option that exactly suits every potential backer, you’ll maximize the number of backers you get, right?

8 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Figure Out Your Reward Tiers

Learn from the Best

Now that you have a rough estimate of your production cost for the game itself, you need to determine the structure of your reward tiers. We looked at 20 successful board and card game Kickstarter campaigns to get a sense of the average distribution of tiers. This is a small sample, but it’s a good way to get started. We encourage you to research successful campaigns for games similar to yours to get a sense of how backers in your category tend to spend.

18 ➀ 2017 15 You don’t need a huge number ie r

of rewards tiers. The average T

campaign offers five, but three or rd 1four are plenty. Focus on quality 9 of reward, not quantity of tiers. 10 8

Campaigns 7 f ed Rewa o

➁ er 4 4 4 2 $25 is the most popular reward O ff 1 1 at

size on Kickstarter. There are a lot Number

of people willing to spend that Th 0 2much on a reward, and it’s a fair $1- $11- $21- $31- $41- $51- $61- $71- $81- $91- $101- $121- price for most games. $10 $20 $30 $40 $50 $60 $70 $80 $90 $100 $110 $130 Reward Tiers

9 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Figure Out Your Reward Tiers

Now, let’s dig a little deeper into what we found:

In the 20 board and tabletop games we looked at, 90% offered a tier between $21–$30, 75% offered a tier between $11–$20, and 85% offered a tier between $1–$10. This is a small sample of campaigns, but indicates that most rewards are on the less- expensive end of the scale.

Some campaigns also offered a higher tier reward in the $71–$80 range, and a few offered an even more expensive luxury tier.

Based on our (small sample of) data, we’d recommend four tiers in these ranges:

Do what makes sense for your data and insights from Kickstarter $1–$10 campaign and your audience. Most games similar to yours to predict $11–$20 $21–$30 backers are willing to spend $11– the distribution of backers you can $91–$100 $30 on a game, but not every game reasonably expect. can reasonably be manufactured and sold at that price. Use this

10 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Figure Out Your Reward Tiers

Costs to Consider Shipping It’s easy to come up with a long list of Try to limit yourself to rewards potential rewards for your campaign: that can ship inside of your t-shirts, patches, buttons, stickers, game box, or at least in the posters, bobbleheads. The difficult same package. If you need to ship two packages to the same part is narrowing down that list to address, you’re wasting time and rewards that will make sense for your resources. Get creative by offering campaign. There are two sides to the rewards that enhance the game’s problem: figuring out what rewards appearance, like specialty foil or people will want, and figuring out what glow-in-the-dark printed editions. rewards you can afford to produce. Next, estimate how much it will cost to ship each reward Product Cost based on the weight it will add to your package. You can keep Start by getting quotes from track of shipping costs using our custom printers or manufacturers. Kickstarter Calculator. Keep in mind that producing small quantities of any product will have a higher per-item price tag, but producing large quantities might leave you with leftovers. Time and Labor Keep your list of rewards short. Be realistic about how long it will As you plan, keep in mind that take to hand-make rewards. Limit each reward will need to sell in handmade rewards by quantity, or high enough quantities to cover price them in high enough tiers to production costs. justify the time investment.

11 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Figure Out Your Reward Tiers

Target Your Audience

Once you’ve got a sense of what rewards you can afford, consider your audience. Who are your backers? Depending on your game and target audience, your potential supporters will have different reasons for backing you. Come up with a strategy that satisfies each of those groups without overextending and offering too many rewards.

Don’t forget you created your campaign so you could make a game. Your game should be the backbone of your rewards structure, with the rest of the rewards designed around it.

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Five Reward Ideas

Ready for some specifics? These rewards will keep shipping costs low, keep your campaign simple, and cover all your bases with different groups of backers.

➀ ➁ ➂

Digital gratitude Your Game Access

Some friends will want to just Most backers who fund your Kickstarter backers tend to 1throw in a few bucks. Be sure you 2project will do so because they’re 3be early-adopters who like to have an inexpensive reward that interested in your game. Make it support artists and creators, shows your appreciation without your main reward, at an accessible and offering them exclusive too much work on your end, price that covers your production access can be a great incentive. whether it’s an email, a thank-you and shipping costs. A behind-the-scenes blog, list on your website, or a digital exclusive live stream, or private copy of your game which can be You can expand on this reward by event welcomes backers into your print and cut out to play. adding multi-packs, variations, or creative process and personalizes expansions as higher tier rewards. your game, making them more Some popular games offer exclusive likely to remember you and back Kickstarter editions, which urges your future projects. backers to act fast.

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➃ ➄

Original Art Carefully Considered Merchandise Original art can be powerful, 4incorporating your backers into your 5Creators often go straight to process and producing a unique merchandise, but it’s the most memento. Exclusive sketches and difficult type of reward to get drawings are a low-cost option, but right. Friends and family might be sure to estimate how much time buy and wear your t-shirts as a it will take. sign of support, but garnering the same kind of support from Creating a character based on a a wider audience may be tricky. backer is a popular top-tier reward On top of that, design, printing, in tabletop games. Battle Goats and shipping costs tend to be had great success with a $399 high, especially if you have to “Become a hero!” reward. If you’re order a smaller quantity. Include the artist, you pay for your material merchandise only if you’re and time. If you’re not the artist, confident that it’s well-designed, factor in paying your artist a fair won’t break the bank, and is Battle Goats offered backers the chance price for their additional work. something your backers will want. to become a hero in their game.

14 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Figure Out Your Reward Tiers

Our Sample Reward Structure $350 It’s tempting to create reward tiers that seem like your Your backer, in the game. A card backers are getting a lot for a small contribution, but reward or playing piece based on your tiers are designed to incentivize your backers and to help backer’s likeness included in the provide you money to fund your game. Be unapologetic base version of your game that all backers receive. about covering the cost of your game and rewards, and factor in packaging and shipping costs.

We’ve given you a lot to think about, but looking at a sample structure can help clarify your ideas. Remember, this is just a guideline, and your campaign should be customized based $80 on your costs, audience, and strengths. Special limited edition. Your game, with a glow in the dark box, foil- printed decks, or a limited edition board.

$1 $15 $25 Digital high-five. A digital-only Your game. A copy of your game Your game + an expansion pack. reward for people who are without all the bells and whistles. Maybe that’s an extra deck of interested in supporting you cards or extra character pieces. without the commitment.

15 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Figure Out Your Reward Tiers

Remember that you don’t want to overwhelm your backers. Depending on your game and skillset, you might swap out the limited edition for some custom artwork or behind-the-scenes access, but it’s best to limit your overall list to just a few items.

Remember, if you’re receiving exceptional support or a lot of special requests, you can always add more rewards as the campaign progresses.

16 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Do You Need Stretch Goals? Do You Need Stretch Goals?

While creators and backers alike you make, it’s critical that you generally celebrate Kickstarter’s all-or- decide before you launch so you can nothing funding model, there’s no clear accurately factor your stretch goals consensus on stretch goals. into your budget.

Some backers are excited to get a We’ll go over the most important “vote” in the final version of a product, considerations to help you decide while others see these additional whether you need stretch goals, how goals as greediness on the part of the to manage them, and how to plan your creator. From the creator’s side, some campaign. see stretch goals as an unpredictable factor that can disrupt a well-planned budget, while others view them as a useful marketing tool and an integral part of funding projects.

The truth is, whether or not you should use stretch goals depends on your campaign and how you want to manage it. Whatever decision

17 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Do You Need Stretch Goals?

How Do Stretch Goals expensive—allowing you to add though: if your stretch goal is just to Work? extra cards, higher-quality pieces, make more money, or to get more or a foil-stamped board. backers, you’re doing it for the wrong As you raise more money and reasons. Like everything else, stretch generate more pre-orders, the per- Unlike your funding goal, stretch goals goals need to be well-planned, unit printing cost for your game do not need to be met to produce thematically appropriate, and you need decreases. For example, let’s say your game. However, you’ll still need to to be invested in the idea. that your all-or-nothing goal is budget for design, manufacturing, and $20,000, which is the amount you shipping, because unlocked upgrades need to reach to produce your shouldn’t cost backers more money. game and rewards. But if you hit $30,000, you’ll be printing enough Stretch goals have a few different copies that each one is less purposes and benefits. Be careful,

18 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Do You Need Stretch Goals?

➀ ➂ ➃

Produce a Better Product Reduce Risk by Making Keep the Excitement Expensive Elements Going The main reason to add stretch Optional 1goals is to enhance the value 3 4Introducing a great upgrade can of your game by upgrading the Your primary goal is getting excite backers and potential materials, size, number of pieces, your game funded, and you backers, even if you’ve already or design of your game. may have eliminated expensive met your initial goal. That positive optional items in order to set an word-of-mouth translates into achievable all-or-nothing goal. For more backers and more funding. example, you may have always ➁ wanted foil-stamped cards, but didn’t want to risk the entire Motivate Backers to game’s success on an element Promote Your Game that won’t make or break the game experience. In this case, If your backers want those upgrades, foil-stamped cards are the perfect 2they’ll be motivated to give more stretch goal, which if funded, will or promote the campaign to their enhance the game overall, without friends to help you meet the goal. risking the entire game’s funding. This enthusiasm may even give you a better chance at reaching

your initial goal, whether or not goal. stretch as a box fur used a you reach the stretch goals. Bears vs vs Babies Bears

19 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Do You Need Stretch Goals?

When Should I Reveal How Should My Goals Be Unlocked? Stretch Goals? The most popular approach relies on the funding value of the campaign—when Again, this depends on your game the campaign reaches benchmark amounts, like $25,000, $50,000, and $75,000, and how you want to market it. new stretch goals are unlocked. This method gives you the greatest control If you choose to make the goals over the stretch goals and makes it easy to estimate funding and ensure that visible from the start, you’ll have a you can afford the included upgrades. better chance at getting backers to make higher donations the first time they reach your page.

On the other hand, if you wait to unveil your goals mid-way through your campaign, you may inspire existing backers to help promote your campaign or “top off” their contribution.

You may also consider sharing one stretch goal at a time to keep backers and visitors focused, versus making all goals and funding amount visible in case your larger stretch goals are more interesting to your audience than the first few.

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➀ ➁ ➂

Time-Based Stretch Backer Counts Social Media Goals Goals Unlock upgrades when the Set a goal to reach a certain 1Create a sense of urgency by 2project reaches a specific 3number of likes, shares, or retweets. unlocking upgrades if a funding number of backers rather than a This can be an effective marketing goal is reached within a certain dollar amount. It can be trickier to method, as it encourages your amount of time. For example, you estimate cost for these rewards, backers to share the campaign could announce that your foil- since you won’t know in advance with friends, but be careful not stamped card upgrade will only what funding level each backer to add anything that you won’t be unlocked if you reach $30,000 will choose, but it can work well be able to afford if those likes within five days after meeting for simple, inexpensive upgrades. don’t translate directly into your initial funding goal. contributions.

Monetary goals are the safest route, as you can calculate the exact price of the reward upgrades and know with certainty that you’ll be able to afford the upgrade. But using a mix of methods can also be effective, as each type of goal can be used for different marketing purposes to increase your total contributions.

21 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Do You Need Stretch Goals?

What Should I Give My Game Upgrades Backers?

Stretch goals come in two basic forms: - Upgraded artwork on game cards rewards that improve the quality of - Metal coins instead of wood the printed game by upgrading the - Miniatures instead of meeples game’s materials, or those that extend - Plastic tokens instead of wood gameplay with additional components. - Two-sided game board instead of standard - Increase size of tokens from 16 to 20mm We looked through the most funded - Game box covered in fur games on Kickstarter to put together a list of ideas:

Game Extensions

- Extra cards or other expansion packs - Specially designed dice bag - Book of game lore - Quick-reference guide

22 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Do You Need Stretch Goals?

A few words of caution here. First, don’t offer stretch goals that should be core components of your game. Backers don’t want to feel that if you don’t hit your stretch goals, they’ll get an incomplete, unplayable version of the game.

Second, approach stretch goals with the same careful planning as the rest of your budget. You’ll need to fully cover the fulfillment, Kickstarter fees, labor, and production time necessary to produce and ship more copies of your game than you initially expected, as well as bigger, fancier, or heavier versions of the core game.

So, Are Stretch Goals Right for Me?

While you shouldn’t shy away from asking be as well thought out as each of your for more money, stretch goals aren’t right rewards, even if will be announced for everyone. Skipping stretch goals can partway through the campaign. Adding a make your life simpler and less stressful, stretch goal impulsively can jeopardize as you can focus on promoting your the production of your game and the campaign and producing your game. fulfillment of your Kickstarter rewards.

To be effective, your stretch goals Now that you’ve got the nuts and bolts of have to be something your backers your campaign worked out, you’re ready will be excited about. to start designing your Kickstarter page.

Balancing high-enthusiasm with low- cost is tricky. By the time you start your campaign, your stretch goals should

23 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Designing Your Kickstarter Page Designing Your Kickstarter Page

You’ve put a lot of work into your game, countless hours playtesting, tweaking elements, and getting every piece of art just right. However, if your Kickstarter page doesn’t reflect how great your game is, you won’t be able to share it with the world.

The main goal of your Kickstarter page is to communicate to potential backers what your game is and why they should help fund it. Just like your game, your page design should be cohesive, captivating, and concise.

24 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Designing Your Kickstarter Page

Make it Memorable

Your page header should feature a simple, concrete message front and center. Write a clear value proposition that shows what makes your game unique and helps you stand out from the crowd. Here are a few headers that draw us in and make us want to learn more:

- Pyramid Arcade - 90 Pyramids, 22 Games, Endless Fun! - Mint Works - The pocket-sized worker placement game - SANTORINI - Learn it in 30 seconds, play it for life! - Machine of Death - The Game of Creative Assassination - Burgle Bros. - A Cooperative Heist Board Game - Coup - Bluff & deception in the world of The Resistance - Someone Has Died - A silly game about serious business

Other games have names so unique they stand alone:

- Bears vs Babies - Joking Hazard - Pretending to Grownup

25 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Designing Your Kickstarter Page

Tell Your Story

The introductory paragraph on your Kickstarter page is where you need to tell your story to make an impact on your backer. Why did you create this game? What inspired it? Why will people enjoy playing it? Be genuine, and don’t be a salesman. Now that you have your backer’s Kit Hickey of Ministry of Supply offers some great advice: attention, the rest of your content should meet two goals:

➀

“Spend a LOT of time thinking about what Help backers understand your story is. For example, we spoke to over your project. 150 people about how our Apollo shirt would improve their life. This enabled us to tell our 1 story in a way that showed this wasn’t just a shirt: instead, it is something that really would ➁ make you feel more confident throughout your day, enable you to perform better and become Instill confidence that a part of your daily life.” you’ll follow through 2with your project.

26 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Designing Your Kickstarter Page

There are some elements that you’ll want to include:

Describe gameplay in detail, Concise descriptions A realistic budget and an and add a demo video to help of rewards make backers honest assessment of risks readers learn how to play your comfortable that they show that you’ve put thought and game. Be sure to describe your understand what they’ll get by effort into developing both your characters and, if possible, supporting your project. game and your campaign. include a downloadable rule booklet —even if it’s a prototype— so your reader can get a holistic understanding.

Keep in mind that you show the Grammatically correct, Bold sub-headers that outline quality of your project through how well-articulated copy, that each section of your page and you write as much as through what describes who you are, break up large blocks of text. you write. Carefully review and your background, and your revise your text, spending at least commitment to your project will as much time editing as you did instill confidence in your ability to writing the first draft. When you deliver as a game designer. have a polished, high-quality draft, get a second opinion to provide feedback.

27 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Designing Your Kickstarter Page

Your Photos and Video quality photo of the game itself. For Images on Kickstarter automatically Matter more ideas, check out Kickstarter’s resize to fit the width of the How to Make a Great Project Image. “campaign” column, and tall images Imagery can easily fill your screen from top Just as with your text, photos should support to bottom—which can be just as The first thing backers see is your the goals of helping backers understand overwhelming as a sprawling block project image, both at the top of your what they’re buying and instilling of text. Try to choose images that are page and as your project’s thumbnail confidence in you as a creator. Show off wider than they are tall. throughout Kickstarter. It should your cards, dice miniatures, and other represent your game and look good as components. Show those images side-by- Video both a large image and a thumbnail. side with your test versions or playtesting If you’re stuck, it’s never a bad idea groups to show the evolution of your game You don’t technically have to add a to use art from your game or a high- and the time you’ve put into development. video, but you really should: projects with video are much more likely to succeed than those without, according to Kickstarter’s analysis.

If you’re not a video production expert, don’t be afraid. You can produce a perfectly good video with a little planning and a few hours on the weekend. Check out Kickstarter’s simple tips for creating a budget- friendly video. Even if you don’t have professional equipment, the following tips can help you make a good first impression.

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Camera Audio Lighting The camera on the back of your An external audio-recording Good lighting makes your video phone or tablet is perfectly device can improve audio quality, look more professional, which acceptable to use, and you can but if you can’t afford one, just in turn makes your project look take it a step further with an make sure you record indoors in a trustworthy. If outside, film inexpensive video-enhancing quiet room. outside on a sunny day with the app. While filming, stabilize your sun behind the camera. Indoors, elbow or use a tripod to ensure a try using the three-point lighting smooth image. method with house lamps.

Location Length Editing Choose a clean space with Keep your video to 1.5 to 2 Edit your video using free few distractions and tidy up minutes to increase the odds that programs like iMovie or Windows before you hit record. A white someone browsing the page will Movie Maker, and avoid using background can work, but you watch the whole thing. You can distracting cuts like dissolves or may want to film in your creative always add a second video further wipes. If your video shows photos workspace with some of your down the page, like gameplay of your artwork, make these more artwork or collectibles in the demo. interesting by zooming in or out or background to show off your panning across the image. passion and personality.

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Music Be Yourself! Get Inspired Music isn’t a necessity, but if Get your face in front of the Before you film,watch as many you want to, consider adding camera. It’s the easiest way Kickstarter videos as possible. Pay music that matches the mood to make an impression on the attention to which ones you like and message of your project and viewer. Introduce yourself and tell and don’t like, and apply them to won’t be too distracting. Don’t your story, describe gameplay, your efforts. use any songs that you don’t have and explain where the money will the license; instead, use Creative go. Most of all, be you! Commons music or purchase stock music for your project.

Finishing Touches

Be meticulous about the visual layout of your campaign. Read and reread your page’s content and visual flow, and ask a friend to review it as well. If you’re successful, potential backers will have all the information they need to decide to contribute. More importantly, you’ll have communicated your project’s quality and credibility.

Still need more advice? Stonemaier Games has successfully run several Kickstarter campaigns, and they have an extensive and detailed list of tips on the anatomy of a great Kickstarter project page.

30 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Marketing Basics Marketing Basics: How to Drive Traffic to Your Campaign

After you launch your campaign, you’ll Kickstarter visitors. Additionally, early have just a matter of days to hit your backers will stay engaged through your goal. Attracting backers, convincing updates and share your campaign with them to donate, trying to get media their friends and communities. attention and social media shares will take a lot of upfront work. Marketing your campaign begins months before the launch itself, and Most of your marketing work should we’ll walk you through the important be done well in advance of your launch steps you should take. date. A successful start increases your chances of being promoted by Kickstarter as a popular campaign, which is free advertising to other

31 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Marketing Basics

Create a Landing Page Tips for Landing Page Design

A landing page is a website where Above all, keep it simple. The more unnecessary clutter is on your landing page, you can direct traffic during your the less likely it is that visitors will do what you want them to do: join your campaign’s lifespan. Your landing page mailing list or contribute to your Kickstarter. is essential for building excitement before you launch, and selling after No matter what your brand, style, or experience level is, try these top tips to your campaign finishes. make an effective landing page:

There are plenty of inexpensive, no- code-required website building tools with beautiful landing page templates, Keep your page as simple White space (empty space including Wix, Squarespace, as possible. Usability is more on the page) helps visitors stay Launchrock, and Shopify. Choose a important than the look of your focused and highlights your most short, easy-to-remember domain website. A single, scrolling page important content. is plenty and will keep visitors name, like yourgame.com. Get your from getting lost in complicated landing page running as early as navigation. possible, ideally at least three months before launching your campaign. That Choose a maximum of two way, as you tell friends, family, and fonts, one for your headers and strangers about your game, you have one for the rest of your text. A somewhere to send them. Simple color schemes work good rule of thumb is to have one serif font, and the other sans serif. best, and a white background You can also just trust the designer always looks great. of your site template and use the default fonts they’ve chosen

32 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Marketing Basics

Let’s look at a real-world example, Utter nonsense!, and break down their page elements:

➀ ➁ ➂

Catchy Header Product Description Call-to-Action

“Utter Nonsense” is a card game Each version of the game gets Because the game is already on 1where players combine silly 2a concise description, and the 3the market, the primary CTAs are accents with even sillier phrases game rules are listed near the all for purchasing: “Shop!” in the to create sayings that are just plain bottom of the page to give a top menu bar, and “Buy Now” ridiculous.” It tells you what the sense of gameplay. next to each game edition. game is, gives a general sense of gameplay, and makes you want to learn more.

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Maximize Your Email before your launch. Remember, once you Sign-Up have your landing page you are ready ➃ to market as much as possible, to get Until your Kickstarter launches, the people interested and signed up well Design number one goal of your landing before your campaign launches. page is to capture email addresses. The entire page matches the design Incentivize visitors to join by offering a Gaming Communities 4of the game itself, with the game free downloadable copy of the game, an illustrations worked into the page. early-bird special, insider access to your If you’re involved in a gaming community, The simple color scheme—white, creative process, or entry for a chance whether online or in person, use it as a grey, and yellow—and uncluttered to win your game after it launches. After platform to bolster both financial and design make it easy to find they sign up, give them a chance to promotional support. As a general rule of important information and CTAs. share the page on social media or email thumb, don’t join a gaming community it to a friend. Remember, the easier it solely to promote your game, and don’t is, the more likely it is that they’ll do ask for anything you wouldn’t give to it. The more emails you collect, the another member of the community. ➄ more people you can reach out to when you’re ready to launch. Local hobby stores often have board Other elements game nights where you can meet Getting the Word Out people who love games and learn what Links to reviews, press their tastes are. Online communities 5information, events, and social Once you have a landing page, you’re like Indie Game Alliance are another media, are all included but ready to start spreading the word about great option. Ask group members to less prominent than the game your game. There are plenty of avenues playtest your game and give feedback: description and CTAs. The page content and game descriptions to get your game in front of different getting people involved early may make are irreverent, reinforcing the audiences, and you should have a them feel invested in your game and more character of the game. strategy in place and the work done well likely to give or help promote it later.

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Treat Kickstarter as a community as Twitter well, and spend time getting to know other Kickstarters and donating to Tweets have short lifespans: within a your favorites. When people look at few minutes, your tweet may not be your campaign, they’ll see that you’ve visible on a follower’s feed without been active, and it’s also a great way scrolling down. Post frequently, but to get to know what other successful make sure your content is interesting campaigns are doing right. enough that followers won’t get annoyed and unfollow you. Aim for at Social Media least one original tweet per day and always include a photo if applicable. Social media is a great promotional tool for getting organic, unpaid interest, as well as Here are some examples of game reaching strangers with similar interests makers with great Twitter content: through paid advertising. Just like your landing page, your game pages and posts - Stonemaier Games should be succinct and eye-catching. - League of GameMakers - Bastiaan Reinink These platforms work best if you’re already active and have built a following. If not, providing consistently high-quality Facebook content is important for attracting and engaging followers. Don’t promote your It can be difficult to generate reach game with every post; instead, use the on Facebook without paid advertising. 7:1 rule. For every seven third-party The algorithm that creates Facebook posts (retweets or article shares), you newsfeeds for your followers prioritizes can have one promotional post. the content that they’re most likely to

35 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Marketing Basics

interact with, so a new post might thought leaders—those authoritative of getting their attention when you not reach them if they’re not already people in your market who have large do pitch. Blog comments and social liking or sharing your content. The individual followings. media are great options, as are trade rule on Facebook is quality over shows, events, and networking parties. quantity. You want to get as much No matter what, they should be Meeting face-to-face sets you apart engagement as possible on each relevant to your project and have a from the crowd. post—likes, comments, and shares— high readership. This includes gaming to increase the likelihood that more sites, but you should also think Make an Offer of your fans will see it. outside the box. If your game has a theme, try to find sources that aren’t The best way to get noticed is to If you want to dive deeper into gaming specific, but are obsessed with provide the journalist with something Facebook marketing, start with this zombies, cats, dwarfs, or whatever else that will help them. Instead of article on boosting your organic reach. your game is about. simply pitching your game, present a newsworthy topic that fits the Media and Press Always read the sources you’re journalist’s interest. For example, if you interested in to understand what consider yourself an expert in making Media attention can be helpful, but stories they find newsworthy and what games, offer your time for an interview it requires a lot of work. Be ready to their perspective is. Follow them on on a specific part of the process that invest time to find the right media social media and engage with them in a might be interesting to them. outlets, establish a connection, and genuine way—instead of writing “Great then leverage that press coverage. post!”, contribute to the conversation. You should also offer anything you have that they might want. Do you have a Research Build a Relationship large following who you could share the article with? Do you have a website First, pinpoint the outlets you want to Journalists get plenty of pitches every where you can link to the author’s reach out to. They might be a mix of day. Try to connect with them outside page? Do you have a blog where you traditional media outlets, blogs, and of the inbox to maximize your chances could trade a post for a post?

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No matter how strong your offer is, be sure that you make it as easy as possible for the journalist to follow up. Send them a concise media kit that answers all the basic questions they may ask about your game and your campaign, including key dates, goals, and website links.

Four Hour Work Week has a handy Kickstarter prep article about reaching the press, including the free templates that helped make their Kickstarter successful.

Game Reviewers

Game reviews can be a great way to promote your game. Find sites that are reviewing games similar to yours, then request a review, hopefully timed to support your Kickstarter launch: on launch day, or, if you have multiple reviewers, spaced throughout the campaign. You’ll need to send a prototype, so be sure you have enough on hand to accommodate all of your reviewers.

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Written Reviews Video Reviews Paid Reviews

All Us Geeks - A podcast, YouTube, Undead Viking - Everything Board Game Quest - This and blog dedicated to gaming with a board games, an educational and group charges $100 to review an special focus on Kickstarter projects. entertaining approach. unpublished game.

Board Gaming - Very well rounded Shut Up & Sit Down - A Father Geek - This group reviews that discuss every aspect of a humorous channel with very charges $200 to review an game (components, gameplay, storyline, genuine reviews that cover the unpublished game. personal thoughts) along with photos. mechanics of games.

I Slay the Dragon - The site Drive Thru Review - Board functions as a board game and card game reviews that community. Reviews are written get into the gritty of the stories with one main thing in mind, how within the game, how to play your game works. The community and a final opinion. also writes reviews. Board Game Brawl - Modern GeekDad & GeekMom - Great card and board game reviews. for kid-friendly games as these are parents writing for other parents. The Dice Tower - Board and card game review channel that talks Cardboard Republic - A card about game mechanics, and does and board game playing group that many close-ups of the game. focuses on ‘gaming archetypes’ and the idea that not everyone plays the same game for the same reasons in the same way.

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Friends & Family

You shouldn’t feel shy to ask family and friends for help. Send an email letting them know that you’re about to launch and why you’re excited about your project. Instead of asking for pledges, ask them to help promote your campaign. Make it easy for them by including a sample post, a link to your landing page, and a great photo of the game.

Kickstarter Updates

If you’ve successfully built up your mailing list and social media presence, you’ll get a lot of backers in the first few days of your campaign. After that, activity can drop off quickly, and updates will remind your backers about your campaign and encourage them to promote it to their social networks, friends, and communities.

Your updates will go out after your campaign launches, but should mostly be planned before you begin. Kickstarter shared a list of 50 ideas to get you thinking. Create a calendar of updates that you’ll want to send in the first few days, middle, and end of your campaign, as well as when you approach specific goals: certain percentage marks, your funding goal, and your stretch goals. Then write them out, add photos, and proofread. In the middle of the campaign, you’ll only have to copy and paste them into Kickstarter and hit send, freeing you up to focus on answering messages and promoting on social media.

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Are you ready to launch? Your traffic checklist

By the time you launch, you should have already done a lot of homework. These steps don’t just make your life easier, they increase the chances that you’ll hit your goal.

Landing Page Social Media Media

➀ ➀ ➀ Live landing page, for at least three Active social media accounts, for List of media outlets and months at least three months journalists that fit your game’s theme ➁ ➁ Clear “join mailing list” call-to-action Pre-written social posts you plan ➁ to share during your campaign Actively engage with your list ➂ through social media and “Thank you for subscribing” auto- ➂ attending events email and social media share button Active engagement with media and thought leaders ➂ ➃ Personalized written message to Curated email list from everyone send far in advance of your launch who signed up on your landing page

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Reviewers Pre-Written Updates

➀ ➀ List of reviewers that fit your Basic Kickstarter updates to keep game’s theme backers excited and in the loop

➁ Personalized email to send to Other each reviewer far in advance of your launch ➀ ➂ Email to send to your team with Game prototype(s) instructions on how to promote the Kickstarter and of course ➃ thanking them for all their help! Calendar to make sure all your reviewers get a chance to interact ➁ with your prototype Press Release

➄ Calendar of your ideal dates for each reviewer to publish their review

41 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS After Your Campaign Closes After Your Campaign Closes: Staying in Touch and Shipping Rewards

Once your campaign wraps up, it’s time to produce your game and fulfill your rewards! Despite the best of intentions, only 65% of Kickstarter projects ship on time. Plan for on-time delivery with the following important steps and turn first-time backers into lifelong fans.

42 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS After Your Campaign Closes

Welcome Latecomers

After your campaign closes, there’s still an opportunity to get more backers. Interested supporters might arrive to the party a little too late, so be sure to add a buy now button to your Kickstarter page and your landing page to capture latecomers.

Keep in Touch

After your campaign, invested backers want to know how your project is progressing. Stay active and engaged, responding to comments and posting on social media. Some good ideas are to post a thank-you video on Kickstarter or to send monthly updates about your production schedule.

If you’re overwhelmed by questions about the production schedule or reward details, add an FAQ section to your website where you can direct backers for more information.

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How to Deliver Bad News

As your expected fulfillment date approaches, you’ll need to tell your backers whether they’ll receive their rewards on time. If you’ve been sending regular updates on your progress, this information—good or bad—shouldn’t come as a surprise.

Backers understand that you’re an independent creator, using Kickstarter to produce a brand new game. They’ll be patient with unexpected delays as long as you’re transparent about the cause of the delay, how you’re addressing it, and when they can expect to receive their rewards.

If possible, include a silver lining along with any bad news. ReVault nailed the bad news sandwich—good news, bad news, good news—in this update about their manufacturing issues.

44 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS After Your Campaign Closes

Send a Survey

Use Kickstarter’s survey after your campaign ends to collect information you need to ship rewards. For example, if one tier includes a t-shirt, you’ll need to ask what size the backer wears. Keep it simple and direct. You cannot use surveys to collect marketing information, like “How did you hear about us?” If you’d like to do that, you’ll need to use a third-party survey tool and send it via a thank-you email, campaign update, or email list message.

Measure Twice, Send Once

You can only send one survey to each tier, and there are no do-overs, so be sure you’re getting exactly the details you need. Start by making a list of all of the information you’ll need to collect for each reward item: shipping address, t-shirt size, preferred sticker color, etc. Then, create and send your surveys one tier at a time, adding the exact questions you need to ask for the included reward items.

Tackle the simplest tier first, so you can get the hang of it before sending more complicated surveys. If you accidentally leave something out, you can always send a message to the backers of that tier through the Backer Report.

Enable Address Changes

Allow backers to update their address information after submitting in case they move between filling out the survey and receiving their reward. You’ll save time, and you’ll avoid losing money on returned packages. When you start shipping, you can always disable address changes to prevent last-minute confusion.

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When to Send Your Survey

Timing surveys can be complicated. Too early, and it’s possible backers will move. Too late, and you might not have enough responses to start shipping on time. A good rule of thumb is to send backer surveys when you’re confident in your shipping schedule, and at least a week before shipping will start.

Avoid the Holiday Season

It can seem like a great idea to deliver your rewards during the holiday season, but while it might generate excitement, it can make fulfillment and shipping unnecessarily complicated and delays more likely.

During the holiday season, it can be difficult for shipments from the manufacturer to get through the clog of products entering ports, putting them behind schedule before they even get to UPS or FedEx. Additionally, because backers may be relying on them as holiday gifts, they’ll be more frustrated and less understanding about delays, putting you in a very unpleasant position. Especially for a first campaign, we recommend taking the easier route and targeting fulfillment in another part of the year.

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Should You Handle Fulfillment, or Outsource It?

Professional fulfillment companies specialize in shipping, receiving, packing, inventory, warehousing, and customer service. Taking that on by yourself is a viable option, and many creators have success with that route. However, it’s worth noting that you don’t have to go it alone and that external partners can offer important advantages.

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Why Fulfillment Companies Might Save Of course, doing it yourself doesn’t mean you have to do You Money it alone. Have friends over for packing parties—complete with pizza and beer—where you stuff boxes and apply Companies that ship large volumes of items receive special labels. Handle one tier at a time, so you don’t lose track, postage deals with UPS and FedEx that cut shipping costs and try to get it all done as quickly as possible. by as much as 50%. While you’re paying for their services to package and ship your orders, you’re saving on shipping Choosing Shipping and Packaging costs as well as saving time. Options

If you go this route, ship your items directly to the The packaging material and shipment method you fulfillment warehouse. You can save on international orders select for your rewards are closely linked because the by finding afulfillment company that has an international choice you make for one will influence the price of the warehouse location so that you don’t have to pay customs other. No matter what, pick packaging that will protect duties on packages that are just going to leave the country your game and get it to your backers undamaged. Make again. PrintNinja partners with a fulfillment company that these decisions as early as possible, using the weight can help you pack and ship your orders. and dimensions of your prototype or proof copy as a guide, so that you can build these costs into your Do It Yourself reward structure.

If you decide to handle fulfillment yourself, remember USPS flat shipping is easy to calculate, and there are that you’ll never have full control over every aspect of the no surprises, no matter the weight or distance. . For process. You’ll be depending on the shipping services of other shipping card games or small board games domestically, companies, and there can be unexpected delays at any point the padded flat rate envelope (12-1/2" x 9-1/2") is great. in the process, so leave yourself some breathing room when If you have a larger game, the small flat rate box (5-3/8" estimating timelines. Backerkit has great tips on DIY fulfillment, x 8-5/8" x 1-5/8") may work, or they even have a board and we’ll break down the process step-by-step here. game flat rate box (23-11/16"x 11-¾" x 3").

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Flat rate shipping works best for heavier items, but there are plenty of other options out there. Depending on weight and size, it may be less expensive to purchase boxes and shipping separately, so do your research to choose the method that will work best overall. Stamps.com has a comparison guide for USPS options, and UPS and FedEx also offer shipping estimate tools

Shipping Labels

Now that you have packing materials squared away, you’ll need to print out labels for each package. Get a free USPS account or use a third-party service like Stamps.com to purchase postage and generate the shipping labels you’ll need. Then print them on sticky labels or clear packing envelope inserts from your home printer.

Free Pick-Ups

USPS allows you to schedule a free pick up at your residence. Try to have each tiered rewards packaged and picked up together so you can better keep track of when your backers should be receiving their items.

Now that your games have been packed up tight, shipped to your backers, and are being enjoyed by players around the world, it’s time to talk next steps. Where does your game go after Kickstarter?

49 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Selling Your Game After Kickstarter

Selling Your Game After Kickstarter

You put a lot of work into your Kickstarter campaign, and it paid off! You met your funding goal, but now it’s time to make sure your game gets into the hands of new audiences. Depending on your goals and strengths, you can take direct sales into your own hands, find partnerships with other companies to sell for you, or both. Here are things to consider when planning your game’s post-Kickstarter life.

50 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Selling Your Game After Kickstarter

Your Kickstarter Page There are a number of simple, Spread the Word inexpensive online e-commerce solutions Your Kickstarter page continues to exist you can use to set up your store: After your Kickstarter closes, you still after your campaign ends, and will rank need a way to keep getting the word high in Google results for your game’s Shopify is known as the best out about your game. title. Be sure that any new visitors will e-commerce platform for know where they can find your game independent sellers. Most site- Keep soliciting reviews from game building tools have Shopify after the campaign has closed. review websites and keep looking plugins, or you can use Shopify’s for opportunities to work with tools to build an entire website. Once you hit your funding deadline, bloggers and journalists. List your though, you won’t be able to edit your If you’re already using product on sites that showcase Kickstarter page. Update it on the last Squarespace for your landing crowdfunded products, like day of your campaign to include a link page, it’s simple to add a Outgrow.me and Amazon Launchpad. to your online store and landing page store with their built-in Remember that your story doesn’t so that that future visitors can find your e-commerce tools. stop after the Kickstarter ends, game and updated information anytime. and you can keep pitching articles WooCommerce is a WordPress to local journalists and bloggers plugin that can transform any Setting Up a Web Store WordPress website into a selling on your game, your Kickstarter machine. Like WordPress, campaign, and new projects. Make your game available on your WooCommerce itself is free website as soon as your campaign to use, but you may need to Get Your Game Into Stores ends via a web store. Even if you pay for crucial plug-ins for can’t begin selling copies of your payment processing. Online sales are great, but they’re game immediately, set it up to not the only channel available to you. accept pre-orders, and link to it To find the solution right for you, If you have a healthy stock of games, from your landing page, Kickstarter, check out Ecommerce-Platforms.com’s you’ll want to get them into stores and social media. comparison chart. and in front of potential players.

51 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Get Your Game Into Stores

Retail Packaging Standards Pricing your MSRP is $50, a retailer will purchase it from you for $25 and sell it for $50. Retailers have packaging standards Stores have limited shelf space, and You’ll make a profit of $15, and the that your game needs to meet. Make they want to make a reasonable retailer will make a profit of $25. sure your packaging includes: profit on any game they stock. You need to set an MSRP (Manufacturer’s Trial Periods Suggested Retail Price) that will work for both you and the stores. Most retailers will offer you a trial period - Barcode to see how well your game does in their Set it carefully, because a too-low MSRP store. When your game hits the shelves, - Icons for play time, can make it hard to turn a profit or announce to your fans (or friends and number of players, and recoup your investment. Conversely, a family) asking them to purchase your ages too-high MSRP can make it challenging game at these locations to reduce the to sell copies. Research similar games in risk that the retailer will reject your game. - Game designer’s name your category to make sure your MSRP is reasonable and be sure you know exactly Preparing to Pitch Your Game - Licensing and credits how much money you need to make on each copy. Because you’ve already gone through - Images of all pieces a successful Kickstarter campaign, For most board games, the MSRP is you’re well-armed to pitch your game - included in the game box priced at five times the manufacturing to retailers and distributors. Practice cost. So, if your game costs $10 to print, giving a short pitch that incorporates - Legal Information your MSRP will be $50. Distributors and your selling features, details about your (Copyrights, Made in retailers will then purchase your game at game, and the positive feedback you’ve China, Child Safety) a percentage of the MSRP—40% of MSRP gotten from players. Know the key for distributors, 50% for retailers—and statistics, including MSRP and current sell the game at MSRP. For example, if sales, like the back of your hand.

52 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Get Your Game Into Stores

It can’t hurt to get your name in their head before you pitch. Encourage your fans to ask for your game at local retailers.

Find a Distributor

There are two ways to get your game into stores: working directly with stores, or going through a distributor. Distributors like Southern Hobby and Alliance Game Distributors have relationships with retailers across the country, and take care of warehousing, packing, shipping, and invoicing orders. Stores like working with them because they’re reliable and professional, and game makers like working with them because they can get games into more stores in more locations.

Read as much information as you can about a distributor before approaching them. Make sure that your game is an appropriate fit with other games that they carry and that you can meet all of their terms. For example, if they have a required minimum of available units that you can’t meet, they won’t be interested in carrying your game.

53 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Get Your Game Into Stores

Work Directly with Retailers possible with your sales pitch. Contact stores by email, then follow up with a phone call or a handwritten postcard— You don’t have to go through a distributor to get your game perhaps one with your game’s art printed on the front? on shelves. By working with retailers directly, you may have to work harder for each sale, but you can build relationships If you have fans or friends in other cities, enlist them that are both emotionally and financially rewarding. as your street team. Mail them a stack of promotional postcards or fact sheets about your game, and ask them to Local Game Stores visit their local game stores. Instruct them on the key points you want them to convey, and be sure to incentivize them Start with local game stores. Connecting with your local game with something special like a signed piece of original art. shop builds community and can cut down on shipping costs if Follow up with the stores via email or over the phone. you deliver copies in person. If you’re not already familiar with the store, visit first to make sure it’s the right fit for your game.

Either in person or over the phone, ask to schedule an appointment with the store’s buyer to show them your game. When meeting with the buyer, be sure to have your elevator pitch down, be professional and polite, and be ready to leave a copy of your game with them. If they don’t say yes on the spot, ask them if you can follow up in a week. Keep in mind that store owners and managers are very busy. Try to be direct about your needs while being respectful of theirs.

Not-so-local Game Stores

You can’t walk into every store in the country, so it’s important to do background research and be as personal as

54 THE GAME MAKER'S TOOLKIT FOR KICKSTARTER SUCCESS Get Your Game Into Stores

Events and Conventions Game Publishers and Beyond

Stores and distributors like it when you Some crowdfunded games have take an active role in promoting your been picked up by game publishers game, because it shows that you’re for the next phase of their life. committed to making sure it sells. Fully-realized games save publishers time and money, and they feel Audiences like meeting game creators, secure knowing there’s already an and are more likely to buy a game audience for the game. from a member of their community. Schedule a demo day at your local Like distributors, publishers each have game store, or if you’re planning their own interests and guidelines for on visiting a city, contact shops in submitting your game, so be sure to advance and schedule a demo or two. research them well. Randy Hoyt from Foxtrot Games looks for these ten Gaming conventions like Gen Con elements in game submissions. are great places to spread the word about your game, whether you’re Selling your game can be hard work, going as an attendee or paying for a but it’s worth the investment to get booth. Most conventions devote some your game out into the world. With space to open gaming tables where creativity, planning, and dedication, you you can demonstrate your game. You can build a network of fans, partners, can also meet other game makers, and businesses who help your game game publishers, and distributors. find its way into homes far and wide. Come stocked with business cards, fact sheets, copies of your game, and your elevator pitch.

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