A friend is currently running a kickstarter for his wild west roleplaying game Ballad of the Pistolero. Last time I looked the game was just over one third funded. By a strange coincidence I am also working on a wild west themed roleplaying game and the two of us produce games that are about as far apart as one could get. Mine is more fast paced cinematic action of Saturday morning Lone Ranger and Casey Jones. Ballad of the Pistolero is akin to the Old West of fiction from The Searchers, to The Good the Bad and the Ugly, and Red Dead Redemption.
On December 31st I pulled my Indiegogo crowdfunding project, a matter of hours before it went live. I had created all of the assets for it right down to video trailers. I decided that crowdfunding was not the way I wanted to go. What I have seen in 2019 has only reinforced by opinion that Kickstarters are not necessarily the ‘good thing’ for games that they are portrayed as.
If you had ambitions to write your own RPG and fund it through a kickstarter then you may be interested in my reservations. Maybe you will look at them, take them on board and address the concerns to your own satisfaction. At the very least your business plan will be a little bit better and stronger for having looked at potential problems, and thereafter having a solution in place should I be right.
1) Where Do Your Sales Come From?
The most basic kickstarter or crowdfunder is based on, pledge money and get advance access to the final game. In effect it is a pre-order system. There are normally tiers of rewards and the more you pledge the more you get. Lower tiers offer PDF copies of the final game and then higher tiers bundle in printed rules and even hardback editions. So why is this a problem? The problem is that if you have a large number of pre-orders, even if everyone you know, and everyone they know, that has any interest in your game has it on pre-order where are future sales going to come from?
2) You Don’t Get What You See
If you have a pledge target of $3,000 and you hit $3,000, you do not get $3,000. There are two big slices that get taken out before you get to spend your war chest. The first is the platform fees. Kickstarter and Indiegogo are not charities. They exist to make money and they are going to take a typical 8% of the total pledged. Then there is tax. The money pledged is taxable income and the tax man/woman is going to take their slice. After those two a $3,000 target leaves you with little over $2,000 to actually spend on finishing your game.
3) Fulfilled By Drivethru
This is not OneBookShelf’s fault in any way but a great number of kickstarters are fulfilled via Drivethrrpg.com. What this means is that they will handle sending out all the PDFs and eventual printed books for you. You upload your supporters list with what needs to be dispatched and they do the rest. You then just send them the money for any printing and delivery. So where is the problem you ask?
The problem as such is not with the fulfillment (that is a great service) but with the way that OneBookShelf and DriveThruRPG rank games. They only count the games that people pay money for. A game that sold one copy for a single cent will outrank a game that has a million free downloads. Therein lies the problem, all your sales were pre-orders and the money doesn’t go through the tills, so to speak. You could send out a thousand copies of your game and it will be nowhere on the popularity rankings.
4) The Real Cost Of Stretch Goals
Many kickstarters and Indiegogo campaigns have additional rewards if they exceed their initial goals. You may think you need $3,000 to finish your game, but what if you raise $5,000 or $10,000? You may think that it is a nice problem to have, and in some ways it is. Where the problems start is with the danger of over committing yourself and unforeseen expenses. Along with this is the sheer production time. You probably have your game already written before you even started your kickstarter, but what if you are now committed to producing a GM’s screen and ten adventures?
Your production queue now extends months further into the future and you will want to send out all these things at once to your backers to save on post and packaging. Suddenly, you have a big lag between completing your game and sending out the goods to your backers.
This also touches on that ‘future sales’ issue. If everyone already owns everything, do they need to buy more?
If there are unexpected expenses with any of these stretch goals, like your artist ups their rates as they didn’t realise the project was going to take up so much of their time, you cannot go back to the backers and ask for more money.
5) Natural Born Failure
In many respects Kickstarters are popularity contests. It is not the best games that get funded, it is the game designers with the most social muscle who can get the word out about the game. Sure, great art helps. A game trailer video helps. If no one thinks to search for you kickstarter though, no one is going to see or read about it. You need to shout it from the tree tops, figuratively speaking and for that you need a big audience.
If you kickstarter doesn’t succeed then your game has started life as a ‘failed’ kickstarter. If you try again, your profile shows how many campaigns you have tried and how many succeeded. Starting life as a failure is not exactly auspicious.
Trying to fund a new game is always going to involve an element of risk. At the time of writing there were 525 tabletop role playing games looking for funding and another 20 on Indiegogo all vying for your money and support.
If you can make it work for your game, that’s great, but that is against a backdrop of John Wick Presents, who raised $1.3M for 7th Sea 2nd Edition, being unable to deliver. The company laid off staff and push back delivery time but could not avoid the eventual death of John Wick Presents, in March, when it was gobbled up by Chaosium Inc. If that is what success looks like, it could be time to reevaluate one’s goals!
There are success stories out there. There must be or Kickstarters would never have caught on, but there is a vested interest to publicise the success stories to make pledgers trust the platform. Games publishers want to tell the world about their successful campaigns as it makes the game look popular and successful.
As for my little wild west game, it is out on Drivethrurpg as a free to download playtest edition and quickstart. So far it has had 325 downloads and more daily. Maybe, just maybe the number of people who have downloaded the game will be my audience and I may go for a kickstarter in the end but I probably won’t. I think I would rather take my chances in the general marketplace and avoid the worry.
Peter Rudin-Burgess is a gamer, game designer, and blogger. When not writing his own games he creates supplements for other peoples to sell on DriveThruRPG. His current obsessions are Shadow of the Demon Lord, 7th Sea 2nd Edition, and Zweihander.
Cover image copyright Peter Rudin-Burgess
All blog materials created and developed by the staff here at High Level Games