Tips for video game Kickstarters... From Kickstarter!

OK, OK, I know I've not done proper updates in a while. Soon!

But I attended a great live talk from Michael Liebe and Maria Burns Ortiz on their top tips for successful Kickstarters for Video Games, and it was actually great! Good data, clear tips, with why they work, and really actionable stuff.

A few people asked me to share my own notes (handwritten, not AI generated!), so here they are, with a link to the video:

https://www.youtube.com/watch?v=jz8k8mWYByM

Kickstarter is not dead! They would say that, but….

2024 had highest number of successful game projects and money since 2015

General video game success rate is around 25% (much lower than other categories)

BUT if you have more than 25 backers, the success rate is 75%. Most are 0 backed projects that ‘didn’t do their homework’

Mobile/$1 or freemium games just don’t work well on Kickstarter

Use the pre-launch signup thing up to 6 months before, and make that a key call to action (in socials, events etc) this only needs a image, title and tag, all of which you can change.

You need to build an audience before launch, otherwise it’s not worth doing. Multiple successful Kickstarters build from each other, as you can add the previous audience.

Launch

The conversion rate for followers is 20%, so this should set your funding goal just before launch. Aim to get fully funded in 48hrs or 7 days max to be featured: people don’t want to back a dead looking project.

Launch on a Tuesday/Wednesday, most people view on the way to work or on breaks, if in the EU, make it look hot before the USA wakes up.

December, January and August are the slowest months for pledges – avoid these times if you can

Only do 30 day periods for games, the first and last weeks are the only ones that matter, so extra time in the middle doesn’t help. Can always add ‘late pledge’ tiers.

Spending money on targeted ads has a better return than on press/PR, do this in the slow middle section.

Facebook and Instagram have the highest conversion rates.

Do updates on Kickstarter every 2-4 days during the campaign: can write these ahead of time, keep doing ~monthly after end of project.

More than 50% of backers of all types are in the USA.

If offering Steam keys, make sure it’s not cheaper at launch on Steam than for your early backers! :( factor in that 10% launch discount.

First image on page is important, especially that it looks enticing on mobile, which makes up 50% of views

You need to have a good looking demo before launch, even if you choose not to make it public, so you can source in-game footage for the trailer, make gifs (essential) and share with streamers etc. Start preparing this 6 months before pledge launch.

Trailer should be short 2-3 minutes, start with gameplay, show the people making it.

‘Your Story’ and the team story should be a key part of this – people back people. Make this a focus of your social media before launch, even if it’s trivial updates, people like to feel involved and get exclusive info

Pledges

Average project pledge is $25, 3-7 pledges, and the ~$100 pledge makes the most money.

Have a low entry point – people might add extra later if it goes well

Have a basic digital key reward, and a deluxe digital (eg with OST for $20 more)

Consider physical rewards carefully! Can be a lot of work. Posters and T-shirts don’t work, books, vinyl OST, mousepads do and are easier to post.

Have limited numbers of physical rewards – can always add extra batches, but ovoids ‘dead’ looking rewards, and can control the effort to send out.

Adding people to credits, or names in game is an easy addon that people like

Superbackers always want to be the first to get rewards, or comment on things, make them happy!

Make sure you have high end pledges too!