Kickstarter is a way for developers to raise fund for their games besides getting investors, publishers, or private funds. Some Indonesian developers tried Kickstarter and succeeded.
For example, there are Touchten (Target Acquired), Tinker Games (Pale Blue), Ekuator Games (Celestian Tales: Old North), Anantarupa Studio (Boma Naraka Sura), and Artoncode (Winterflame). There are not few shortcomings though, some of Indonesian (and other countries’) developers failed to raise enough fund in their Kickstarter campaign.
So how do you prepare for a successful Kickstarter campaign? Ian Gregory from Witching Hour Studio has some insights about this. He and his team successfully launched their Kickstarter campaign for the critically acclaimed game, Masquerada: Songs and Shadow. They achieved 130 percent of their campaign goal.
This is a note from his speech at Unity 2016, titled “Kickstart Yourself!”. And these are 14 tips and guidelines to prepare a Kickstarter project:
In his speech, Ian said that “Google is your friend.” It means that if you are designing the contents of your Kickstarter campaign page, seek contents that are now relevant and popular on the internet. Use that to attract more people to visit your Kickstarter campaign page.
Have a Product
For some people, Kickstarter is a way to materialize an idea. But Ian said having a product prototype is very helpful to convince people to back your project. With this, potential backers can have a little taste to what they will get. If they like it, they could back you more than when you have no prototype at all.
[Related article: Celestian Tales Sequel: Realms Beyond Started Its Kickstarter Campaign]
Having a Kickstarter campaign is the same as a full-time job, that was Ian’s message at this point. You have a dedicated team to manage and run your Kickstarter campaign, which the roles will be explained later. Beside of that, Ian said you need at least one year to prepare the campaign. You have a tight time if you only have six-month preparation.
Have Humans to Do It
Ian divides some important roles in a Kickstarter campaign team:
- Writing Human: a person who is capable to produce a great written content for the Kickstarter campaign page.
- Drawing Human: this person is in charge of making the arts on the Kickstarter campaign page or any designs needed.
- Organized Human: in charge of making schedules, deadlines, and organize everything.
- Human Human: this person works as a community manager who handles the backers. Must have a good communication skill.
- Dancing Monkey: Ian’s role in his team. He is the “face” of Witching Hour to interact with the outside world. A camera person with a good speaking skill.
Do the Legal and Tax Things
This one is crucial for those who want to run a Kickstarter campaign from outside Kickstarter supported countries. Seek people who understand about this matter and include legal and tax stuff into your budget calculation. If your team doesn’t calculate this, there will be a high amount of budget that will be sucked into the legal and tax stuff.
When Ian and team do their campaign for Masquerada, Singapore hasn’t been on the Kickstarter’s list yet. So they have been there before.
Adequate Campaign Duration
There are few options for Kickstarter campaign duration. Ian advised to never pick a 14-day time frame because there’s a high chance of that goal won’t be accomplished. Pick the 30 or 40-day time frame instead.
Set Up Your Goal
There are some points that you have to pay attention if you want to determine your Kickstarter goal. Those are rewards, legal fee, public relations & marketing, fund sharing with Kickstarter, and backup fund. Ian said you must prepare for backup fund approximately 30 percent of your total budget. This is important because there will be many sudden things popping up which will need extra expenditure.
All the factors above should be your minimum goal when you start a Kickstarter campaign.
Go to the next page for more tips on preparing a Kickstarter campaign!