What has surprised you most about running a crowdfunding campaign? If you can raise enough support to reach about 20% of your goal in the first day, you might just attract the attention of Kickstarter staff and get featured. You won’t need years to build a pre-launch crowd around your campaign but you should build up your network for at least three months. You’ll have to build your follower network mostly from scratch, building from your personal network and pre-launch crowdfunding hacks described in our earlier post. Most crowdfunding campaigns will not have a ready-made army of followers to tap. The answer hides a lot of the detail and history behind the team’s pre-launch activities. Logistically speaking we had created a schedule of stretch goals and social media boosts as well as creating FAQs and sending out press releases to key news outlets. It had to play to satisfaction before any concrete date to launch could ever be considered. We’ve spent the bulk of the time designing and developing the game. We did a lot! First, we had to have a game to Kickstart! That in itself is a significant piece of the puzzle. What did you do before starting the campaign to get ready? Can you take us through your process?
Check out an earlier article on how to get people to visit your crowdfunding campaign blog. You won’t need an army of active gamers to make your crowdfunding campaign a success but you will need a strategy for crowdfunding outreach and marketing. The team’s YouTube channel alone, up since 2011, has more than 600,000 views. How did the team build such a huge following? Check out the website and you’ll see years of online presence through a blog, YouTube, conventions and magazine articles. While the average backer pledge of $129 is above the average in most crowdfunding campaigns, it is the sheer number of backers that is really driving success for Cryptozoic Entertainment. We raised $2.3 million for the online MMOTCG from 17,765 backers, more than seven times our original goal. We had done one before, HEX: Shards of Fate. Have you ever done a crowdfunding campaign before? The idea works in general crowdfunding as well. It helps to really get into the game and feel a part of the story. Gamers love customizable features in their games. I think Sara drops a hint to the group’s crowdfunding campaign success here. With Kickstarter, backers can customize and tailor their game above and beyond the base game to their personal tastes and budget which at this time is unique to Kickstarter. Our campaign is about putting out a comprehensive and inclusive Ghostbusters board game featuring lots of custom miniatures for fans of all ages, regardless of skill level.
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