The kickstarter for Project Cassandra wrapped over the weekend, raising £1830 thanks to the support of 175 people. Having had a few days away from it all, but with everything still fresh in my mind I wanted to do an initial retrospective on the campaign. I’m going to try and avoid giving advice here based on that experience. Partially because I’ve yet to actually produce and release the game but primarily because datum does not equal data. I could try and draw conclusions from what I did but looking at it with my data analyst head on the vast majority of zinequest 3 projects succeeded and many of those took wildly different approaches to my own campaign. So I’m going to stick to observations only.
Project Cassandra is a game of Cold War psychics trying to prevent an apocalyptic vision from coming to pass. Unlike many of the ZineQuest offerings this is a complete game using its own system. The campaign ran for 2 weeks from 4pm 20th Feb to 4pm 6th March with an initial goal of £400. Besides myself there was only one other person involved, Emzy Wisker, who I’d hired as an editor.
After two weeks of hustle the campaign reached 457% funded, raising £1830 from 175 people. We hit the goal of £400 in the first four and a half hours. With a relatively modest goal I knew we had an excellent chance of funding but I honestly did not expect to reach it that quickly. Privately I’d set a target of hitting it within the first 48 hours, as it would turn out that was approximately how long it took to reach the first stretch goal.
As expected the number of pledges plateaued during the middle of the campaign before picking up again around 3 days before the end. The quiet middle wasn’t a surprise, it happens to most campaigns but the uptick 3, rather than 2, days prior to the end was surprising. Kickstarter sends a reminder email 48 and 8 hours before the end of a campaign if you’ve saved it but not backed it so I don’t know where this increase came from. At launch the project had ~150 followers, which increased to 252 by the end and a final conversion rate of 28%. It sat at around 18% until the final stretch and from talking to other creators a final rate in the 25-30% range is fairly normal.
Breaking the backers down by reward tier there were 63 at PDF only, 96 bought print copies (with 2/3 of those being international, non-UK backers), all 10 redacted editions sold out and 2 of the 3 online sessions went. The breakdown is roughly what I’d expected based on looking at other campaigns. I’m honestly surprised that the redacted editions not only sold out but did so within a matter of hours. I had included those as a special nod to the genre and didn’t foresee them being so popular.
Not knowing how well the game would do I waited a day before announcing the traditional stretch goals. The first was full colour printing, at £800. That was reached within 48 hours. I set the next two as multiples of the initial goal with targets of £1200 and £1600. Based on just watching other campaigns I thought £1200 was achievable and £1600 was a big push. Thankfully we hit both, the last with a day still to go.
During the run up to ZineQuest 3 I promoted the game pretty heavily on Twitter and discord but less heavily elsewhere. Those two sites are both where I’m most active and where there is a visible ZineQuest community. I should give special thanks to the other creators this year – there was substantial cross promotion and retweeting that got links in front of more people that I could have on my own. I also receive boosts from many people that follow me, which I’m very thankful for.
During the run up to the campaign I was offered the opportunity to do interviews with the Yes Indie’d and Effekt podcasts which again, anecdotally, boosted reach. I know for certain that a number of the Effekt listeners backed the campaign while Yes Indie’d reaches indie gamers I’d have otherwise missed.
The big thing I didn’t do with regards promotion was run the game much at conventions. I’ve had a hard time engaging with them following the shift online but it would have been a good way to get it in front of people I have no connection to. That I’ve also been missing having a regular group over the last year should have served as an additional push on that front.
I said I wasn’t going to give any advice in this post but I do want to talk a little about the bits I would do the same if I run another campaign in the future.
The first is plan ahead again. I started my planning for the campaign around November, well before I made a final decision about whether I would even run it. That gave me time to both play around with my budget and to prepare my campaign page without rushing. While I continued to tweak both right up until launch I had completed drafts by Christmas, significantly reducing my stress levels in the run up to launch.
Second, get the majority of the text written before launch. While the draft of Project Cassandra is only 90% complete I’ve been working on it for years. That meant I could present a clear estimate of the focus and goals of the game. It also meant I could include demo material that people could read over and try out. While I can’t be certain of the overall impact of that it did lead to somebody not only backing the game at the highest level but running a streamed playtest while the campaign was underway.
Third, use stock art. While I would love to be able to commission artwork in the future I cannot overstate the value of stock art. The only reason I could justify the £400 goal was because all of the art is stock, either freely available or costing £3-5 per piece. I had the advantage of producing a game set during recent history, so there is no shortage of era appropriate photos available through sites such as Unsplash. If I’d been producing a Dyson Eclipse game I’d have been severely constrained in terms of low cost choices and would have required a significantly higher goal. If I run a campaign again next year I suspect that I will budget for either a small number of commissioned interior pieces or a full colour cover.
That’s a lot of what I’d do the same, so what would I do differently? The big one is probably launch a little earlier. With ZineQuest growing over the last few years fatigue is definitely an issue. Anecdotally I saw a big drop in people talking about it during the final week of February / first week of March. I don’t know how that impacts on final numbers across the event but I wouldn’t be surprised if the biggest campaigns all launched during the first half of the month.
Ok, so this turned into a much longer post than I’d envisaged. The wrap-up is that as a campaign it was a far bigger success than I’d imagined and I think I did most things well. There are a few areas where I could definitely improve but as this one game has now blown past my total earnings from everything else I’ve ever released it’s a clear win. I’m planning to follow up with additional posts as milestones in production are reached and as I deal with the dreaded postage of the zines but for now I’ll leave it with one final thought.
Would I run another ZineQuest campaign? Yes.