After a lot of hard work, I relaunched the Kickstarter project for Polyversal, a science fiction miniatures game I’m publishing from designer Ken Whitehurst. I’ve tried to implement my own advice and the advice of others for the relaunch, incorporating a ton of feedback from fans and other publishers. Jamey’s blog helped reshape the relaunch in particular, and I believe the second time around, Polyversal will be successful. After less than a week, we’re already in less than $9k away from funding a $30k goal, and we’re about to reveal the first stretch goal.
“I know we’ve got a great game, that’s not the issue- the issue boils down to how well we presented it.”
So why did Polyversal require cancellation when originally launched in January? I know we’ve got a great game, that’s not the issue- the issue boils down to how well we presented it. Here are some thoughts in hindsight that could have contributed to an unsuccessful initial campaign:
- Issue 1: We needed a lower goal. $80k was the initial goal and was very kitchen-sink based. In other words, we put everything into the campaign we wanted to see for the game- that included a web-based design tool which is expensive to do, a set of terrain for which we were paying for the molds, and a production estimate of 1000 units minimum, which was too much to start.
- Answer 1: We scaled back production estimates, broke the terrain out into its own Kickstarter, and for now, eliminated the web-based tool opting for templates instead which will accomplish the same thing. In addition, shipping is not included in the Kickstarter pledges, removing unpredictability, a buffer for that unpredictability, and allowing a lesser goal that would be the shipping portion of the campaign- which is ultimately a guess. This allowed the goal to be further reduced since it is all going to the product, not shipping and fulfilment. Notice the 4 shipping icons in the project image above.
- Issue 2: The project video was too long. Even at 5 minutes, we included a story portion which was good and still useful, but, we never really pitched what the game is or does for players. It needed to be 2 minutes and include a pitch.
- Answer 2: The project video was re-done completely, shortened to less than 2 minutes, and focused entirely on the pitch. The story video was embedded elsewhere in the page, but, the project video was not the place for it. Here’s a detailed blog post on the video changes.
- Issue 3: The miniatures we presented in our boxed games are from 5 different manufacturers. We used their images to present those miniatures, which led to less cohesion in the overall presentation. Each company had their own photographic background and their own paint scheme for these miniatures, so, it looked like a hodgepodge.
- Answer 3: Ken Whitehurst, the designer, painted all of the miniatures we needed in several distinct patterns for a much better presentation. I then photographed them very carefully to present them as “battlegroups” which better communicated their cohesion and purpose in the game. Here is an example of 1 of 4 battlegroup images:
- Issue 4: The pledge levels were all over the place. Too many pledge levels were presented, they were unnecessarily confusing, adjusted after the project start, and provided too many options.
- Answer 4: Less is more. Pledges in the new campaign were simplified to just a handful of the most important options for the game. Since shipping is handled externally from the pledges (post-KS invoicing for actual shipping costs), this allowed simple pledge options applicable to everyone regardless of location. Breaking out the terrain eliminated all of the terrain-based bundles.
- Issue 5: We made a lot of adjustments and additions after the original campaign started. This is a problem because we should have had some of our embedded videos, explanations, and strategies for the game presented initially, not through updates mid-campaign. How many people were turned off at first glance due to too little information to never return for a second look after the information was added?
- Answer 5: Gameplay videos, print-and-play demos, story elements, reviews, well-thought-out shipping strategies, all pledge options, and fully-explained game contents were all presented up front from day 1 in the new campaign. This ensures all of the information is there at the beginning, not added piecemeal throughout the campaign. It’s important. It’s all there. And it eliminates a lot of stressful work once the campaign is active- responding to questions, confusion, and adding content that should have been there to begin with.