Launching a board game through crowdfunding can be a thrilling experience, but it’s also a complex process that involves more than just getting backers. You’ll need a solid plan for everything from maximizing visibility to managing manufacturing. Here are some tips to help make your campaign successful from start to finish.
1. Maximize Your Visibility
Visibility is key for any crowdfunding campaign. Here are a few things you can do to get noticed:
- Build a following before you launch. Whether through social media, newsletters, or game design communities, you want to build interest before your campaign goes live. Get people talking about your game months in advance. Share sneak peeks, teaser art, and prototypes—anything that gets potential backers involved early. Make sure all of your websites and profiles are up to date.
- Collaborate with influencers. Board game reviewers, bloggers, and YouTubers can be invaluable for getting your game in front of an established audience. Send them a prototype, get them to review or play your game, and ask them to promote your campaign.
- Use social media ads. Target ads to audiences who love board games or specific genres like strategy or party games. It might take some upfront investment, but the exposure can make a huge difference.
- Post updates regularly. Keep your backers engaged once your campaign is live by posting regular updates. Show the progress you’re making, address any questions, and share cool behind-the-scenes content.
2. Timing is Everything
Picking the right time of year can make a huge difference in your campaign’s success. Ideally, you want to avoid periods when people are distracted by holidays or other major events.
- Best times of the year: February to April and September to early November are generally considered sweet spots for crowdfunding campaigns. People are settling into routines after holidays and vacations, and they have a bit of disposable income to spend.
- Avoid December and January. The holiday season is full of distractions, and by January, people are recovering from holiday spending. Your campaign could get lost in the noise during these months.
- Consider the lifespan of your campaign. Most campaigns run for 30-45 days, and the last few days can be a big push as people rush to back before it ends. Plan it so your campaign ends at a time when people are more likely to be engaged.
3. Perfect Your Campaign Page
Your campaign page is your game’s storefront. It’s where potential backers will decide whether or not they want to support your game, so it needs to be polished and enticing.
- Clear, captivating visuals. People are drawn to visuals, especially when it comes to games. Make sure you have high-quality photos and graphics, including your game components, box art, and any stretch goals. A professional-looking video can also do wonders to get people excited.
- Tell your story. Why did you create this game? What makes it special? Share the inspiration behind your design. People are more likely to back your game if they connect with the story and passion behind it.
- Break down your game’s features. Make sure your page clearly explains how to play, what makes it fun, and why backers should care. Include examples of gameplay, cool mechanics, and the unique theme that sets your game apart.
- Be transparent about funding. Let backers know where the money is going. Whether it’s for manufacturing, artwork, or shipping, break down the costs so people can see how their contribution is being spent.
- Offer compelling rewards. Tiers with fun, exclusive rewards—like limited-edition artwork, expansions, or custom components—are a great way to encourage people to pledge more. Be realistic with what you can deliver, though, and don’t promise too much.
4. Manufacturing Tips and Timelines
Once your crowdfunding campaign is funded, the next big hurdle is manufacturing your game and delivering it to your backers. Here are some tips and a rough timeline to help you stay on track:
- Start contacting manufacturers early. Don’t wait until your campaign is over to start reaching out to manufacturers. Get quotes and discuss timelines before the campaign so you know how to price your product and manage your backer’s expectations. Ideally, you should have a manufacturer lined up before you launch.
- Budget for manufacturing costs (and shipping costs). Manufacturing costs for board games can vary greatly depending on the components, number of units, and quality. Typically, you’ll need to factor in the cost of tooling, which can be in the thousands, as well as the per-unit cost of production (which drops as your order quantity increases). Aim to have enough funds to produce at least 5,000 units, as lower quantities can significantly increase costs. Sometimes, making your campaign a bust.
- Plan for 6-9 months of production time. It can take 6-9 months from placing the manufacturing order to receiving the final product. This timeline includes time for finalizing artwork, approving proofs, manufacturing, and shipping. Be sure to communicate this timeline clearly to your backers so they know when to expect their games.
- Shipping and fulfillment can be tricky. After manufacturing, shipping is the next big challenge. Consider partnering with a fulfillment center that has experience with board games to help handle logistics once the product arrives at their warehouse. Plan for international shipping challenges, including potential delays and customs fees. Your fulfillment center is not your freight forwarder. You’ll need a trusted freight forwarder to get the product to the fulfillment center.
Manufacturing Timeline Breakdown:
- Prepare for manufacturing (Month 0): Begin finalizing artwork, components, and any stretch goal items.
- Finalize manufacturing specs (Month 1-2): Work closely with your manufacturer to approve the final specifications, materials, and proofs.
- Manufacturing begins (Month 2-4): This process can take several months, depending on the complexity of the game and components.
- Shipping to fulfillment centers (Month 5-7): After manufacturing is completed, your games will need to be shipped, which can take several weeks.
- Fulfillment and delivery (Month 8-9): Depending on where your backers are located, it could take another month or two to get all the games delivered.
5. Engage with Your Community
Backers want to feel like they’re part of the process, not just buyers. Engage with them, answer their questions, and take their feedback seriously. Consider setting up a forum or using social media to encourage discussions about your game. This will not only help improve your product but also build a loyal fan base.
6. Prepare for the Post-Launch Phase
Once your campaign is over, the real work begins. Stay in constant communication with your backers about timelines, production updates, and any potential delays. Transparency is key—if something goes wrong, let your backers know right away. They’ll appreciate your honesty and will likely support you in the future.
Crowdfunding your board game can be incredibly rewarding, but it takes planning, effort, and a strong connection with your audience. With the right timing, visibility, and a well-organized plan for manufacturing, you’ll be well on your way to a successful launch!
Good luck, and may your game hit the tabletop sooner than you expect!
