I’ve been thinking about this part of the problem for a long time, now. I’m sure I’ve mentioned it before, probably several times if you also follow me on Facebook, Facebook, and/or Twitter. I need to know what my goals are for this project. What I’m trying to achieve. How I’ll define success. (How I’ll know when I’m done.) I still don’t have it all nailed down.
Barring selling the game to a publisher, which is an avenue down which I am not likely to travel very far, I certainly have no intentions of pursuing traditional distribution into retail. The complications, expenses, frustrations, and challenges of dealing with distributors, retailers, or even with the scale of manufacturing (above and beyond any pre-sales/KS-sales) required to satisfy a supply chain are not something I want in my life. At most, I intend to have a POD version of the game remain available at DriveThruCards (with downloadable/printable instructions, and no box; DriveThru only prints cards), and (assuming a successful Kickstarter) to offer a small inventory of copies directly through modernevil.com—something in the range of: I’ll have to order ten or fifteen percent more copies than are backed for, in case of damage/loss/etc; any which remain after all copies have been shipped will be available for direct sales.
So why do a Kickstarter, at all? Well, because I’d like to include printed rules, and I’d like to package the game in a nice box, preferably printed. If I raise (at least) $1,000 I can afford to have 50 copies (read: At least 60 copies, in case of damage/loss/etc) of the cards, custom boxes, and nice rule sheets printed, I can assemble them myself, and I can afford to package and ship them (via USPS) to 50 different backers. For any number of copies sold between 50 and about 1,000 I’d be using the same suppliers/printers, doing the game-assembly (& shipping) personally, and have roughly the same (almost zero) profit margins. Since all but the most-popular new games (the top 15% or 20%) sell fewer than 500 copies, even with a wildly-successful Kickstarter that’s the range I expect to be in; the ‘hand-assembled craft-product with little-or-no profit’ range.
Since a key point I keep trying to explain to other people when they ask about how to succeed (or why they’re failing) at Kickstarting their projects is that you must bring the crowd with you to Kickstarter (they don’t provide the crowd, just the platform for transferring money from fans to creators), and I know that I don’t have an appropriately-large ‘crowd’/audience to know with any certainty that my project will fund at even as low as 50 copies, it is actually against my own advice to attempt to Kickstart Teratozoic.
At least, not now.
Not with 43 Facebook ‘Likes’ on my professional Page. Not with a mere 33 people opening the last email I sent my (still quite small, at 156 people) mailing list. If I saw someone posting about their failing/failed Kickstarter with numbers like those, I’d tell ’em the same thing. You have to do something to reach enough* people, and you ought to do it before the Kickstarter goes live. Based on my Kickstarter history and my current reach, I wouldn’t expect Teratozoic to find more than 10 or 20 backers; 50 is an almost-ridiculous stretch, and the 1,000+ required to have a financially-profitable venture is genuinely-ridiculous. Ludicrous.
*Enough people to have no doubt you’ll reach your goal with only the people you bring on Day 1.
Which is why I’ve been planning on sending out dozens of preview copies to board/card-game reviewers; to put my game in front of their audiences, which are orders of magnitude larger than my own, and hope some percentage of those viewers decides to back Teratozoic based on what they see in the reviews. Which is, theoretically, an excellent idea, and a good way to ‘cast a wider net’. It’s also why I’ve been planning to demo the game at Phoenix Comicon, with as many people as I can wrangle into coming over, and at game stores around town over the next few months, to build ‘buzz’ and let more people know of the game’s existence. It’s why I’ve been planning on ordering and assembling dozens of additional promo copies, to give them away to people who would be willing to teach their own friends & gaming groups how to play, further spreading the word.
Except fuck me if the cost of the preview copies doesn’t push the costs so high my new break-even point is around 250 copies, instead of 50. (Or ~$750 to $1k in patronage, in advance of the Kickstarter. Don’t ask me to explain the math, but suffice it to say that $800 from 2 or 3 people who mostly want to support me (but maybe also want a painting) is worth a lot more than $4,000 from 200 people who each want a copy of the game.) Which means those reviews had better be good, and had better reach many thousands of people, because there’s no way at all my own network (even with as much local promotion as I could stand) would ever reach those numbers.
Which leads me, perhaps, to the idea of running a pre-Kickstarter Kickstarter (or off-KS crowdfunding campaign), to raise $800+ to pay for marketing of Teratozoic. Because if I could raise funds to cover the costs of marketing and development, then the actual Kickstarter for the game is much closer to reachable, at possibly as low as a $200 (instead of $5,000) goal without threatening the project’s viability. Hmm… Interesting thought. I could put up two or three tiers, say $50 in marketing support gets you a preview copy of the game, $100 gets you a preview copy of the game and a Plus Subscription, and $400 gets you a monster painting*, a preview copy of the game, and a Patron Plus Subscription. (Yeah, yeah, the last two are basically just the regular subscription prices.) If I run it through Gumroad on my own site I pay half as much in fees (~5%) to get the funds, and I get the funds whether or not I hit the goal, and I get them immediately, which would all be benefits over running an actual pre-Kickstarter. If successful, that would relieve a lot of the stress I’ve been under, in planning this thing.
*One of my planned tiers for the Teratozoic Kickstarter is $400 (plus Shipping) to have an original painting (up to ~24×36″) made of your favorite monster (from multiple cards, assembled) or monster part (from one card) from Teratozoic.
So. I think part of why I don’t drop the plans/hope to get reviews done & reach a wider-than-my-own audience with the Kickstarter is that I don’t just want to get the game made, and I don’t just want to get the game made with the nicest version I’m able to produce, but I want that nicest-version of the game to be bought and enjoyed by as many people as will/could enjoy it. Not just those among my 30 to 300 fans who would enjoy it, but as many as I can imagine and afford to reach. With a book, it’s cheap and easy to get it in the hands of thousands or tens of thousands of readers/listeners, by giving the digital versions away for free. And I plan to offer the digital/PnP version of Teratozoic for free, but there’s so much expense and effort in turning a PDF into a playable card game that it doesn’t reach nearly as many people. I write my books to be read and enjoyed, and I (apparently) design my games to be played and enjoyed. So I guess that’s an important part of my goals: Not to make money, or to have brick-and-mortar distribution (the reach is not worth the effort, to me; the only reason I can see to go that way is money, which I don’t directly desire), but to have a nice, complete version of my game made, and to get it into the hands of as many gamers as possible without going to too much trouble or getting too stressed. Success will be delivering those nice copies of the game to players, without having had too many anxiety attacks in the process, or going into more debt.
I think the pre-Kickstarter fundraiser may be the answer to that. I’ll start working on it, now.
Update: You can now directly and easily financially support the marketing efforts of Teratozoic, as described; links are up at modernevil.com/teratozoic/.
Update x2: The fundraiser has now concluded. I was able to raise $550 of my $850 goal.