For over nine months, we at Warp Zoned have been doing our best to support crowdfunded game projects by promoting a small selection of them in our monthly Kickstart This! feature. We have trawled through a wide variety of game-related projects, including novels, films, and peripheral devices. While some ideas prove worthy with the public and receive the necessary donations, others have fallen short of their mark, unable to give shape and form to their ambitious plans. Although we celebrate the former, we feel there is more we could do to aid those who have been, or fear they will be, in the latter category. To that end, we thought it might be useful to potential Kickstarters, whether they be large companies or bedroom hobbyists, to provide some general pointers on the various aspects of a successful campaign, using examples from our past editions.
Kickstarter: An Overview
You have an idea, a dream born from the creative spirit waltzing inside your brain. Since you are reading Warp Zoned, let’s go ahead and assume it is game related. It does not have to be an actual video game, it could be a novel, a web-series, a companion app, an epic Tokyo-style arcade, or an entirely new console altogether. You want to make this dream of yours a reality. It’s your life’s mission… your sole purpose in the present moment!
Only you have no money.
Enter crowdfunding. In a nutshell, you ask people for money to fund your project, in exchange for “rewards.” There are various crowdfunding sites out there, and while Kickstarter is the most popular, it may not be right for you. Another site you may wish to consider is Indiegogo, which unlike Kickstarter pays out even if you do not meet your target (although you will pay a 9% fee on these donations, as opposed to 4% if you reach your specified goal, so I suggest aiming low). Rockethub is yet another option, and operates in a very similar way to Indiegogo.
In a perfect world, every project would receive their necessary budget. Spoiler alert – they don’t. Why are some great ideas passed over while some questionable projects thrive? Let’s have a look at some of the factors that make up a crowdfunding campaign.
The Hook
If someone is going to give up their hard-earned cash to support your endeavour, it should inspire them, excite them, and do so immediately. In show business they call this instant attraction “the hook.” Before looking at the actual project page, which is where direct traffic will be sent, think about those casual donors who flick through Kickstarter, seeking something worthy of their spare change. If your browse the website just now, you will see rows and rows of game related projects. There are currently over 300, and all offer the same three key pieces of information to reel potential investors in. A title, a picture, and a summary paragraph roughly the size of a tweet.
Let’s start with the title. As with films, the title will normally be descriptive, expressing the story, themes or content of the game, such as Kahuna Surfer or Dungeon Wars. It could be something as simple as the name of the main character, as with Shovel Knight or Brave Bit. Maybe you want to try something something cool and mysterious, like Pray for Dark or A Small Favor. The flipside of that bitcoin is to make it unusual and quirky, like Super Bunny Insurrection or Monsters Ate My Birthday Cake. There is no right or wrong answer here, it is how you best think you can express what your game is (or isn’t) in a title. Personally I would avoid generic titles, such as Eternal Fate. Also, be wary of the marketplace; at the moment “zombie” games have been flogged to death, but then again, you might have a great title, like “Zombie Cauliflower,” which could catch someone’s eye.
Note: “Zombie Cauliflower” is not actually a game, just a random title I made up. Feel free to use it.
So you have your title, and now you need a thumbnail picture to accompany it and further underline not only the content and genre of the game, but also the mood. Let’s take
Distance for example. While the title suggests it may be a racer, the artwork defines it in our mind. A car racing on a road upside down, a futuristic city in the backdrop, a crack of blue energy. The game’s title in a clean sci-fi font reinforces what the picture immediately conveys; this is an exciting, futuristic racing game
Let’s look at unsuccessful example, Rack n Ruin, which featured in the August 2012 edition of Kickstart This! The initial image is the title merging into a half-destroyed planet, conjuring up thoughts of spacefaring or some sort of pool game involving planets as balls. It is in fact a top-down action-adventure game, with some incredible hand-drawn animation. It is a tragedy that Rack n Ruin only received half of the $30,000 goal set by creator Tyler Hunter. Was the choice of thumbnail entirely to blame? Of course not, but if you look down the Kickstarter page to “What is Rack n Ruin?” you will see a great image of the devilish main character Rack setting a gorgeously drawn planet alight with purple flames. That to me is the superior image and one that could have been used to promote the game; not only is it more aesthetically pleasing, but it also conveys a greater sense of what genre the game is in, and how it is played.
But what if you don’t have any artistic skills, and know as much about Photoshop as Scottish people know about sobriety? Top priority is to find someone that does, as you will need their help later on (in exchange for your eternal gratitude – see REWARDS below). Like films, games are very much a visual medium. In order to sell a project that only exists on paper to utter strangers (who may not even speak the same language as you), images offer a universal currency for ideas. It does not have to resemble the finished game, although if you have a strong idea about how the style and aesthetics of the game will appear, perhaps try and translate that into your artwork (or to your new BFF artist). One of the best examples of simple yet effective, almost infectious, artwork is Justin Baldwin’s Monsters Ate My Birthday Cake, which received nearly double the $15,000 in donations he was asking for. Not only does the project have eye-catching, colourful creature designs for the game itself, but Baldwin was able to adapt them into the Kickstarter page and reward merchandise.
Last but not least, we have the summary paragraph. While the title and thumbnail image may be enough to drive someone to the project page, the summary should persuade them to look. It could be a descriptive. For example, Refract Studios mention its previous racing hit Nitronic Rush in the summary for Distance. The summary for Monsters Ate My Birthday Cake is given as “an environmental puzzle game, akin to nostalgic style puzzle games like The Legend of Zelda, for iOS and Desktop.” In four lines they have told us the genre, a game that it is like, and the platforms it is being developed for. A word of warning, do not liken your game to a popular, high selling game if the comparison will not hold up.
The summary could also come in the form of a question, enticing them in to find the answer. “Can one guinea pig survive when an army of bunny rabbits equipped with futuristic technology rain down upon him?” In the case of Super Bunny Insurrection, the answer was unfortunately no.
The Sales Pitch
Once someone has landed on your page, either through browsing, social networking (see NETWORKING below) or some stroke of fate, you have to sell your idea to them completely, and make them believe you need every nickel and dime of the big, bold goal on the right hand side of the screen. What tools can you utilise? As well as expanding on the words and art from the hook, you are now able to upload a video. In addition, many gaming projects include a link to a demo, so that players can see the potential first hand.
Before we delve into the nitty gritty, a cautious word on setting your goal. We are beginning to see a backlash against large scale projects set up by large companies that often ask for upwards of $500,000. The highest we have covered on Kickstart This! was Gas Powered Games’ Wildman. The studio was seeking $1.1 million, and to their credit managed to raise half that amount, just over $500,000, but ultimately chose to cancel the campaign. If you do believe that you require this level of funding, perhaps crowdfunding is not the way to go.
Words
Your sales pitch can be as short or as long as you wish. Like Goldilocks, you are looking for the sweet middle spot that is just right. Too long and it looks as if you are an egotistical maniac boasting about how awesome a non-existent game is. Too short, and it will appear that the idea has not had enough time to gestate and full form, or that you have no passion for the project. Don’t over explain every single gaming feature you plan to include. Instead, pick out key points to highlight why your game is different and unique.
Ultimately games are sponsored by gamers, so try to keep it informal and positive. It is not a question of if you get the donations, but when. While you are waxing lyrical, be weary not to forget any vital information. Things to remember to include are:
- What is the game? (genre, characters, settings, unique features)
- How does it play? (the gaming mechanics)
- What platform(s) is it going to be developed for?
- What do you need the money for?
- Who you are or who your team is?
The last two are vitally important. Remember, people are giving you their hard earned cash, which is a miracle in itself given the ever-present economic crisis. It is important that you have budgeted for exactly what you need, and not conjured a number out of thin air. Gamers are savvy, they know how much time goes into development and how much engine licenses are, so be specific about where the money is going.
Gaming is an interactive affair, and players may be more interested in your concept if they know about you as a person and how you came up with the concept. In this digital world of constant media, it is difficult to think of an industry where consumers and product developers connect more than video games.
But what if you are not a budding Shakespeare or Aaron Sorkin? What if your words cannot persuade fans to throw themselves naked at you, or countries to give up their nuclear arms? Your best bet is to find a friend who can write well and for free (or for your eternal gratitude – see REWARDS below). If you are confident in your writing, there is no shame in having someone read over and suggest edits to your finely chosen words. Trust me, this article will have been scrutinised by two editors to remove all my ridiculous mistakes and British spelling before it hits the interwebbything.
Joking aside, the words and sentences you use must be able to express to potential donors the game’s premise, its mechanics, and above all else, your passion for it. If you are making this game because you love gaming, and have spent eons programming or drawing out what you believe is going to be the most amazing video game in the entire universe, then let the audience feel your joie de vivre through your words. For example, look at Christopher Cencirulo’s campaign for Reflux: The New World, which was featured in the March 2013 edition of Kickstart This! this year. I have spoken to Cenciruol, and his passion for the game is absolute, but his paragraphs appeared muddled and at times incoherent, while spelling and grammar takes a back seat.
Art
As the graphics of video games have evolved from pixelated characters to a growing state of realism, the need for artwork and illustrations of the game has dwindled. If you have a fantastic looking game, perhaps you do not need additional material, as you can use screenshots. However, some form of artwork, whether it be hand-drawn stencils or 3D rendered models, illustrate the level of thought that has gone into your project. They are also pretty damn cool.
For example, have a look at ClickShake Games title A Small Favor. Not only does the Kickstarter page feature beautiful hand-drawn sketches of some of the characters and locations, but ClickShake has also included a number of propaganda posters that helps explain the backstory.
For another amazing example of scintillating illustrations, check out Moonbot Studios’ Golem, especially the updates. Despite a video appearance by film director Guillermo Del Toro, the project failed to reach its lofty goal of $750,000; in fact it barely made it past the 10% mark. However, the company did not see this as a failure; it got the game out there, and in part because of the great artwork, they secured Del Toro as a creative partner and are determined to make the game through more traditional means.
Video
According to Kickstarter’s own statistics, a video can boost your chance of success from 30% up to 50%. You don’t have to be a budding Spielberg, Nolan or Abrams to clip videos together, nor do you need a high-end camera. Hell, the video quality of some smartphones and webcams is more than enough to produce a short movie. It can be as simple as one person talking about why they want to make the project. If you have some sort of pre-alpha build or working demo, this could also be used. However, be wary of just showing this and nothing else. Edit it down so it is fun and intriguing to watch. Add titles or a voice/over to give it some context. The best videos will often utilise all of these elements. They can introduce the team, who will hopefully be able to discuss the game over pre-alpha footage or artwork, as well as revealing what has driven them to make or join this particular project.
As with writing, if you know a filmmaker and/or editor, try and enlist their services (once again, for your eternal gratitude – see REWARDS below). The difference between filming yourself, and having someone direct you (essentially, pushing you to perform) with proper lighting and lenses is night and day. Likewise, an editor will be able to cut and hopefully grade the video to lift the production values.
Also, I cannot stress enough the importance of sound. Where possible, use a decent microphone. If recording a voice-over, try not to read the script straight from the page, as it will sound flat and monotone. Rope in a friend to help direct your delivery. If you know a sound engineer, offer your first-born child to them for their services (as well as your eternal gratitude – see REWARDS below).
Here are videos for two different projects. The first is for the unsuccessful Echoes of Aeons, while the second is for the previously mentioned Monsters Ate My Birthday Cake. Both are of a similar length, and feature the developers speaking direct to camera, as well as narrating a voice-over alongside gameplay and art work. See if you can spot the differences.
Demo
Solely for those who have a working build of their game. The key word here is “working.” While offering people a taste of the future is a smart strategy, be wary of excitedly releasing a hurried demo that you have been slaving away at for months. As eager as you may be for the world to see some version of what you wish to make, take a step back, and ask yourself, does the demo do the full game justice? If not, there is no shame in holding back. For example, Swift Creek Games released a demo for underwater tower defense title Fish vs. Crabs, which they stated was for “the purposes of testing the camera and obtaining user feedback.” Not only does it give the impression the designers are unsure of the controls, but the description sucks the fun out of a demo. It suggests that it is not ready at all, especially as it is a pre-beta build. The campaign raised just over $1,200 out of the goal of $35,000.
The Rewards
Of course, many donors do not simply give their money away as if you are a busking on the street with your ukulele or accordion. They expect some form of reward, even if it is your eternal gratitude in exchange for a couple of dollars. The most common reward system is incremental, meaning the more you donate, the more you will receive. The top reward tiers are often limited in number, normally five or ten, primarily to entice backers with the exclusivity. However, for his project Brave Bit, developer Rakesh Ram turned the conventional method on its head. He limited the smallest tiers of £1 to 100 people, in exchange for a copy of the game. Once the 100 places are used up, donors would then have to pledge a minimum of £2 to receive a copy of the game. It seems to have been a clever choice, as nearly all of the lowest tier placements have been taken.
But what else can you offer besides a free copy of the game? Some choose to offer special in-game items, including credits or digital versions of people within the game itself. Digital products such as wallpapers, icons, music tracks and eBooks, often an “Art of” or “Making of” title, are very popular giveaways, as they have the benefit of being cheap to produce and easier to distribute than physical items. However, people are magpies, especially for “free stuff.” If you have great artwork (and after reading this guide you should have) you could reproduce it on a vast array of merchandise (T-shirts, mugs, Frisbees, caps, etc.). You could make a poster or comic, and have it signed by the development team. If you have a celebrity on board, such as actor Thomas Jane, who wanted to turn his comic Bad Planet, into a game, play that up; for $10,000 you could have had a VIP dinner with The Punisher!
Of course, this is the higher end spectrum, where developers often have to be inventive if they want to win those really big donations should they require them. Often it involves a visit to the development studio (although many ask you to pay for your own travel and accommodation), as well as an important credit such as “Executive Producer.” The title often brings with it certain perks, such as input on the design of the game itself, or perhaps part of it (a level, a character, a weapon etc). However, developers and studios will often put a unique spin on these high ranking rewards. For example, donating $5000 or more to Shovel Knight by
Yacht Club Games meant you would be joining the team for an all-night party on (you guessed it) a yacht! For those pledging $5000 or more to help develop his novel PWNED: A Gamers Novel, writer Matt Vancil decided that rather than have someone pay to fly out to him, he would fly to them and hand deliver all the goodies they were entitled to. This may not work for everyone (as a writer Vancil has a small fan base), but the underlying point is to be bold and creative with the rewards and the tiers. Often it can be confusing as to what each tier offers, especially if the next tier up receives all previous rewards. Ask your talented artist if they can composite an illustration for every reward level for simplicity’s sake, like BetaDwarf did with Forced.
Networking
So you have your Kickstarter page all set up. It is beautiful. Your Oscar-winning video performance brings a tear to your eye. The artwork for the game radiates with passion. The rewards are cheesy and generous.
Yet nobody is visiting your page.
Managing a media campaign on top of designing a video game is a lot of effort. The first and most accessible resource you have are your friends via social media sites such as Facebook, Google+, and Twitter. Those with large groups of followers may retweet on your behalf if you ask nicely. While those within the games industry are the obvious targets, think outside of the box. Another social media site to consider is Pinterest, where you can keep a folder of your artwork and screenshots. If you have video footage, load it up to sites like YouTube and Vimeo. Take it to gaming forums or user generated news sites such as Reddit, and look for opportunities to link conversations to your Kickstarter page (although please try not to troll sites and paste the link everywhere).
Beyond social media, why not try and have your project promoted on a gaming website or magazine. These sites require lots of content to boost viewing figures and therefore ad revenue. As mentioned, we at Warp Zoned have our monthly Kickstart This! feature. Many other gaming websites now have a similar column (although ours is the best), or will do a separate article on crowdfunded games. As the old saying goes, “if you don’t ask, you don’t get.”
The Last Word
This brings us to the end of this guide. If your brain has melted from the meanderings of this Kickstarter compendium, I would like to leave you with two pieces of advice.
The first is be passionate for your project. It’s a long slog, but if you can communicate your enthusiasm to others, then hopefully this will translate into more funding. The second is do not be afraid to ask for help. An extra pair of eyes, ears, or hands might be the difference between a successful campaign and an unfulfilled dream.
Which leaves me just to say good luck, and if you want to be featured in a future edition of Kickstart This! drop me an email at andrew [at] warpzoned [dot] com.
