Tabletop and Board Game Kickstarter Marketing and Strategy

Experienced Crowdfunding Strategy, Copywriting, Design, and Funnel Development

So Independent Board Games, TTRPGs, and Other Tabletop Materials

Can Reach and Exceed Their Crowdfunding Goals

“I have been absolutely blown away by what Riley was able to do for my company. He has literally brought me to tears from the insights and vision that he helped me see for my own brand all while coming up with creative ideas and engaging writing. He is professional, but also feels like a friend at the same time, He get’s it!”

— Alan, The Dungeon Coach

Introduction to Board Game Kickstarter Marketing Strategy

Basics first…

A crowdfunding campaign is a method of raising money from a large number of people, typically through the internet, to fund a project, product, cause, or venture. Instead of seeking large sums from a few investors, crowdfunding gathers small contributions from many individuals.

Kickstarter is one of the largest crowdfunding platforms, known for its ability to connect creators with their target audience. If the industry's community thinks an idea is good, they can offer money to bring the project to life. If the goal is met, the offerings become donations and givers become backers. It is expected that any creator that uses Kickstarter keep in constant contact with their backers at the very least, and it is encouraged that they play a role in the creative process and development of the board game. It is effective for e-commerce, as well as brick-and-mortar stores (go to my FLGS page here).

  1. Kickstarter offers a dedicated community of creative enthusiasts who actively back projects they find interesting.

  2. Unlike other crowdfunding platforms, crowdfunding is known for its social proof, which means that successful campaigns attract more backers, creating a virtuous cycle of support.

  3. The interactive and community-driven nature of crowdfunding aligns perfectly with the board gaming culture.

  4. Board game enthusiasts are often keen to be part of the creation process, providing feedback and support to projects they believe in.

  5. Crowdfunding allows you to capitalize on the support and community you have already built. It is the ultimate customer conversion tool for board game creators.

Five Reasons Crowdfunding is So Popular for Board Game Designers…

Crowdfunding platforms like Kickstarter or Backerkit are their only way for many tabletop games creators to bring their vision to life.

And while it presents a great opportunity, the truth is only 10% of crowdfunding campaigns bring sustainable funding and 61% fail outright. If you aren’t prepared, don’t have the right team, or can’t properly fund marketing…

Crowdfunding is becomes a risky gamble.

That’s because a successful campaign requires a textbook kickstarter marketing strategy, crystal clear branding, and months of preparation. You not only need a flawless landing page that captivates visitors, but also the ecommerce infrastructure in place to leverage your new passionate backers into long-term supporters. The comprehensive nature of Kickstarters can make them overwhelming projects.

Which is exactly why you shouldn’t do it all by yourself.

That’s when I enter the picture. I come alongside and familiarize myself with your game to form a consistent strategy that promises to bring backers. Through engaging graphics, compelling offers, and persuasive messaging, you’re campaign will have the widest reach and biggest support possible.

Board game marketing professionals (like myself!) are what you are looking for.

“Copywriting” refers to the words on ads and promotional material, both physical and digital. Things like Kickstarter landing pages are 80% copywriting; strategic messaging designed to inform and persuade curious visitors to become devoted backers.

See Some Examples of My Work

Essential Pre-Launch Checklist

Board Game Kickstarter Marketing Strategy

Before “roll the dice” with crowdfunding and initiate the your campaign, it's important that you prepare accordingly. At a bare minimum you need to address each of the following:

Decide what percentage of your board game needs to be completed before or after you receive funding

Understand EXACTLY who your target audience is… creating avatars you can refer to as you create your campaign

Identify a clear, unique branding of your game and company that is honest and appeals to your target audience

Define specific, achievable funding goals and specify where the funding will go.

An obvious sales funnel with different levels of engagement and rewards to turn visitors into supporters into fans

Have a copywriter write a compelling landing page that takes visitors on a journey to becoming a supporter

Organize your marketing channels so your campaign will receive enough diverse traffic

Use your email addresses before launch to support the campaign kick-off and provide a foundation for the new emails you will receive

  • The brand shouldn't be clickbait. Whatever you communicate, reflect the intention and values of your board game or tabletop-related product/service. Remember: CLARITY is more important than being persuasive!

  • Your brand cannot just connect with you, it needs to connect with the people you are trying to reach. Find the shared middle ground between you and everyone you think would back your tabletop Kickstarter. Make that be the message you communicate.

  • Consistency is key when it comes to branding. Use your brand's logo, graphics, colors, and messaging consistently across all campaign materials, social media accounts, and marketing collaterals. Everything backers see should support or directly communicate the brand.

  • Once you have your brand identity in words, it’s time to find imagery that captures the message in the blink of an eye. You'll need a folder of high-quality images of the materials. You’ll also want images of people enjoying using your tabletop product. And it’s always good to have a video!

The Role of Branding in Kickstarter Marketing Strategy

Branding helps creators establish a unique identity for their board game crowdfunding campaign and builds credibility among potential backers. Here are some key factors to consider when it comes to branding:

The Importance of Defining Your Fundraising Goals…

Setting a clear and realistic fundraising goal is crucial for a successful Kickstarter campaign. Too much and you risk failure. Too little and you’ll succeed, but lose money in the process. Here are some tips for defining your Kickstarter fundraising goal:

  • Analyzing other campaigns that are a fair comparison. These will give you insights into backers' behavior and expectations when it comes to funding board games. Find other crowdfunding campaigns that sold a A) similar product, B) of similar quality, C) and similar scale, D) with silimar reach, and E) to a similar target audience.

  • Production and marketing are not cheap. And if you go cheap, you risk your game going nowhere. Talk with a marketer or someone who has run a crowdfunding campaign before and get the full list of expenses.

  • Define specific aspirations that align with your project, such as reaching a certain number of subscribers, followers, backers, and a minimum fundraising amount (key performance indicators). Then, select goals that are in your control. Reaching your controllable goals should result in meeting your aspirations. For example, you can’t control how many emails convert, but you can control how many emails you test, how trustworthy your address is, and the quality of your email list.

  • Good copywriting ensures that your campaign is crystal clear from start to finish. Confusion is the number one way to lose potential backers, so it's essential to communicate your project's unique value proposition, goals, and rewards concisely and effectively.

  • Compelling copywriting sets your board game crowdfunding campaign apart from the competition. It showcases what makes your game different, emphasizing the exciting gameplay, innovative mechanics, or immersive storytelling that makes your project stand out.

  • Copywriting tells the story of your board game, transforming potential backers into heroes who can be part of something bigger. By evoking emotions, storytelling creates a sense of connection and investment, encouraging potential backers to pledge their support.

  • Incorporating social proof through testimonials, reviews, and endorsements into your campaign page can significantly increase trust and credibility. Copywriting should highlight these social proof elements, strengthening the persuasiveness of your campaign.

What Does Copywriting Do For My Campaign?

How to Create a Sales Funnel

for Kickstarter

A well-defined sales funnel guides visitors through the Kickstarter campaign journey, from zero awareness to pledging their support.

Step 1: Driving Traffic

It starts with targeting your target audience with ads, organic social media, influencers, or an SEO content strategy to bring them to your website. This landing page educates them on the basics of your upcoming crowdfunding campaign. The goal is not to make them excited to back right away, but to spark their curiosity and excitement to learn more. This page may seem redundant to your Kickstarter page, but is is necessary for the following step AND is considered an essential form of proof, demonstrating your authority, seriousness, and trustworthiness as a creator.

Step 2: Nurturing Emails and Socials

Once the visitors are excited, you guide them to follow you on social media and subscribe to your emails. In the months leading up to your launch, you use email marketing campaigns and social media posts to educate them on the details of your campaign and build their anticipation. This is accomplished with updates, exclusive content, stories, etc. You take the time to explain each and every benefit and why they should care.

Step 3: Converting Landing Page

Your crowdfunding page is the pillar that holds up your Kickstarter marketing strategy. To be effective, it requires hours of copywriting, graphic design, keyword optimization, and strategic structure. It walks potential backers step by step until the only logical conclusion is to become a backer. Every possible question they could ask should be answered as they scroll, concluding with a call for them to back your project and giving them options to stay in contact. You can also revisit anyone who backed but hasn't pledged yet, and slowly remind them over and over of how they are missing out!

Kickstarter Marketing Philosophy

Click the Images to Learn More About

Kickstarter Instagram Ads (and what NOT to do…)

Kickstarter Advice + My Sister Hates Good Games (Specifically These Kinds… )

Fresh Tamales and “The Customer Journey”

Find the Right Influencers and Press

Not everyone who sees your ad will click

And not everyone who clicks will convert

To get the necessary backers and funding

You need help from people your backers trust.

But some influencers inflate their value

And other media are hard to reach.

You need the right voices to amplify your message.

I’ll help connect you with the influencers you need.

Let me know more about your campaign.

Hit submit.

And we’ll talk about what will work for you.

“What Does a Crowdfunding Page NEED to be Successful?”

Clarity: The visitor should know what you are offering, who it is for, and why they should care within 5 seconds of loading the page.

Length: Your main crowdfunding page should be as long as possible while still being interesting to read.

Relevance: Each section should matter to the potential backer and help them make an informed decision

Skimmable: Every word matters, but the headers and banners matter more. Someone skimming should learn all the most important details.

Story: Don’t just spew out details at them. Tell a compelling story where THEY are the hero.

Answers: The page needs to anticipate and answer all the questions potential backers might have

Options: Your page needs multiple pledge levels, stretch goals, and add-ons to create urgency, personalization, and exclusivity.

Persuasive: You have their attention and are offering your best, most compelling pitch for someone to give you money.

Visuals: Written content should be broken up with images, videos, and gifs. These images should complement, not add to or contradict, the copy.

Repetition: Whatever you communicate, it needs to be repeated in diverse ways.

Consistency: Anything you communicate needs to match your ads, emails, and website. Confusion repels customers.

What are Common Kickstarter Marketing Strategy Pitfalls?

  • Most creators spend the bulk of their time, money, and energy on creating a great Kickstarter page. But once you have a Kickstarter page and launch, you can’t expect backers to magically arrive there ready to pick their pledge level. The job of the page is to convert traffic, not create it. You need reliable methods of driving people to the site.

  • Notice that, in the above section, I said “methods”… as in PLURAL. The traffic to your crowdfunding page needs to come from multiple sources. Which means you need multiple marketing channels to nurture potential customers. You cannot rely on Instagram ads alone. And you cannot bank everything on your influencer buddies driving their legions of followers to your Kickstarter.

  • On the one hand, this is obvious. If you are investing $1000 on marketing but set the goal at $100,000, then you are creating an impossible obstacle for yourself! A board game crowdfunding campaign needs a realistic, achievable funding goal. One that doesn’t require everything going perfectly your way to be successful. But this is a double-edged sword. While it is true that you want to have your game funded in the first day, you need to set a goal that is high enough to compensate you for the development, marketing, and distribution. A $10k Kickstarter is still a failure if you spent $50k on everything else

  • I cannot stress this enough: you cannot begin and end a crowdfunding campaign in less than 60 days. Unless you have already spent years building up your social media platform and marketing channels, you need to spend many months establishing yourself in the space and gathering your biggest supporters. It doesn’t matter if “experts say February -April is the best time to launch a crowdfunding campaign”. The best time to launch is when you have done the right preparations and are ready. That way, your investment of time and money will not be in vain.

  • Email can feel old-fashioned, especially when dealing with younger generations. But the opposite has been proven time and time agan: email is here to stay. In fact, it is the best “bang for your buck” marketing channel at your disposal, with ROI ranging from $52-$36:$1. You should plan to reach your funding goal from email conversions alone.

  • Your particular campaign may not lend itself easily to options and bonuses. I get it, but unfortunately it doesn’t matter. Not only do backers expect you to have numerous pledge levels and stretch goals, but bonuses are essential to the bottom line of your crowdfunding campaign. They create personalization, urgency, scarcity, and exclusivity… all things that drive sales in your favor.

Long story short…

There are a lot of ways to a crowdfunding campaign can fail

Assuming that a good product alone guarantees success is risky, as is underestimating the amount of work required for successful crowdfunding. Backers won't easily find a campaign without marketing efforts, and misconceptions about backers' readiness to pledge without clear benefit statements can be damaging.

Running a successful Kickstarter campaign requires a lot of work, and having a dedicated team will maximize your chance of success

Project Manager

A skilled project manager is necessary to coordinate all aspects of your Kickstarter campaign, ensuring tasks are completed on time and goals are met.

Marketing Expert

A marketing expert will devise and implement a targeted outreach strategy to reach potential backers, leveraging social media, email marketing, and influencer partnerships.

Graphic Designer

A graphic designer will create visually appealing campaign page layouts, eye-catching visuals, and promotional graphics, grabbing potential backers' attention.

Social Media Manager

A social media manager will develop engaging content strategies, manage facebook, twitter, and instagram, and foster community engagement, increasing campaign visibility and traction.

Copywriter

A copywriter will write everything for the marketing expert, crafting compelling campaign narratives, email marketing campaigns, and persuasive messaging to inspire potential backers.

Whether your team is 3 people or 30, keeping everyone on the same page is critical. All elements of the campaign must work together seamlessly!

Professional Work or Experienced Consulting?

Not every project hopes to surpass $1,000,000.

Some are just starting to get off the ground.

Others have goals that fit their limited budgets.

Consulting is for creators with more time than money

For certain aspects of your Kickstarter marketing,

My associates and I can guide, rather than work.

Providing the insight and direction you need,

So you can write, design, and manage effectively.

Jaimie and Kelle

AWESOME DICE

"I could swear that I once read a review for Riley that stated his work felt human. This has stuck with me as it is certainly true. Riley provides quality content well suited to our brand in a professional manner lacking any of the usual stiff and stuffy, excessive formality. We've come to think of him as part of the team." 

Alan, The Dungeon Coach

DC20 TTRPG

"I have been absolutely blown away by what Riley was able to do for my company. He has literally brought me to tears from the insights and vision that he helped me see for my own brand all while coming up with creative ideas and engaging writing. He is professional, but also feels like a friend at the same time. He gets it!" 

Kasey

FIRELIGHT FABLES

"Working with Riley has been an absolute pleasure! The landing page he developed for me has not only brought in new customers, but has also allowed me to focus on the other important aspects of my business. He is always professional and quick to respond to my questions, and I love his enthusiasm for storytelling". 

Frequently Asked Questions

  • Payments are completed over Paypal. In order to protect us both, the first thing I require 50% of the project’s payment up front before I begin. This is a standard freelance practice. Once I deliver the final draft, there will be a second invoice for the other 50%.

    Other payment structures can be explored in the discovery and proposal process.

  • I will make unlimited edits to any draft until you are satisfied. I also offer a round of free edits within 6 months of the projects completion. If y work did not generate buzz like you hoped and you are still not satisfied, I offer a 100% money back guarantee.

  • 1) I am much more affordable. No employee benefits or office space are being factored into my price; you are paying for my work and my work alone

    2) Most agencies suffer from internal and external distractions that prevent them from putting the client first. With me, you get hands on, one-on-one fixed attention, resulting in copy that is tailor-fit to your brand and needs.

    3) I LOVE tabletop games. I have been immersed in them as my favorite hobby for over 13 years. I have intimate knowledge of the culture , mechanics, and… most importantly… the target audience.

    4) I’m one-on-one: An agency may have dozens of clients dividing their attention. I only work with a handful at any given time, allowing me to always deliver my best work.

  • Long story short: no. That said... your kickstarter page is only effective if people see it, and facebook ads and google ads will do that. But the best way is to pay for Kickstarter to promote your campaign, or get a natural boost by becoming a "Project We Love".

  • It couldn't hurt! If you are already reaching out to potential customers via social media platforms, a press release is sure to get the attention of anyone on the fringes. But many successful crowdfunding campaigns did not involve major media outlets.

    A safer bet is to find blogs that your target audience frequents and offer to provide a free guest post in exchange for a link to your kickstarter page. Bloggers may charge a small fee, but are usually happy to be saving hours of writing and formatting. Of course, for the blog post to be effective you will need to do keyword research so that google's algorithm knows who to send your way.

  • Incentivizing support and nurturing a feeling of gratitude and exclusivity among backers is pivotal to the success of your crowdfunding campaign. Tailoring rewards to match their inclinations enhances the allure of your project, increasing its potential for success. Additionally, expressing appreciation through backer rewards helps establish enduring relationships with your supporters.

  • You might be tired of hearing this... but... it depends! Where do the players that would LOVE your particular game hang out? Where do they chat with one another or scroll to kill time? THAT is the social media platform you need to devote your time to?

  • Yes, yes, and YES. It is the single greatest marketing tool at your disposal. Not only is building your mailing list one of the first steps for your kickstarter marketing strategy, but expanding on your email list is one of the best benefits and goals of a campaign! It has NOT gone out of style, and at the bare minimum you need to be sending weekly emails and having trigger emails based on interaction with your website/kickstarter page.

  • Email allows creators to communicate DIRECTLY (that is the key word here) with potential backers, nurture relationships, and provide updates throughout the campaign. With email marketing, board game creators can target specific audience segments, maintain consistent communication, and optimize engagement. From sharing campaign milestones to offering exclusive discounts, email marketing plays a crucial role in converting potential backers into loyal supporters.

You’ve Already Invested So Much…

This passion has already consumed so much time, energy, and money.

You are almost there, but if you phone it in, half ass it, or do the bare minimum…

You risk all the effort being in vain.

You are in the home stretch.

All you need is someone to direct your talents…

And an expert to execute what you cannot.

I’d be delighted to offer my services and insight…

And help your Kickstarter THRIVE.