Lovecraftesque – a kickstarter retrospective

Just over 2 years ago, we launched the Lovecraftesque kickstarter. If you didn’t follow it at the time, it was a success – we raised £15000, over triple our funding goal. As we’re slowly moving towards a position where we might kickstart some more games[*], it seems timely to talk a bit about what went well, and what went less well.

It turns out there’s quite a lot to say, so this is part one in a multi-part series. Part two is here.

Design phase

We started writing the game a good year before the kickstarter. We had a clear concept, and clear design goals.

We were very fortunate to get a lot of interest from potential playtesters, many of whom actually playtested the game. We asked clear, focused playtest questions. As a result, we got great feedback which allowed us to refine and streamline the game. I think this is visible in the quality of the design.

We already had a completed draft ready when we launched the kickstarter. I suspect that knowing the game was written was a selling point, for a debut project. It also meant that we had one less thing to worry about in the delivery phase.

Planning phase – printing and shipping costs

We put a great deal of thought into planning the kickstarter.

We identified potential printers, and took quotes from a few.  We plumped for delivery through Drivethru‘s printer, Lightning Source aka Ingram Spark. (We went direct to the printer rather than through Drivethru because the prices were slightly lower.) We’ve been delighted by the quality of the books they produced, and the price was reasonable – albeit a lot higher than if we had done a print run. They ship directly to customers, which is keeps things simple for us logistically.

In retrospect, however, we may have got this wrong. We now know that we could have got a significantly lower price per unit than we actually got if we had gone with a print run instead of POD. The sample of non-POD printers we looked at didn’t appear competitive, but perhaps our sample was too small, or maybe we should have asked for recommendations. I don’t want anyone to get the wrong idea; for smaller numbers, which is what we had anticipated, Print On Demand makes a lot of sense. It reduced our exposure to the risks entailed by up-front expenditure. It allowed us to produce as many copies as we wanted after the Kickstarter, because we didn’t have to decide on a number of copies in advance. However, knowing what we know now, we probably could have saved £1000s with a print run. This would be particularly true if we had gone for a single format rather than offering both softcover and hardcover.

Specifically: we priced our initial funding goal for just over 100 physical copies. In practice, we funded at triple our goal, including 400 physical copies. But perhaps more importantly, we underestimated the number of copies we might sell after the campaign. As of now, we’ve sold 1100 copies, and are still selling a steady stream. That’s easily enough for a print run. This would have entailed an up-front cost. But the cost reduction per unit (excluding shipping) would have been huge, at around a £5 saving per unit. A print run of 1500 would not have been much more expensive than producing 400 copies by POD. This excludes shipping, so may overestimate the benefits of a print run: but the lesson is that you should think ahead and at least consider whether a print run might work out better for you.

On which subject: the huge plus of using Lightning Source was that their shipping costs were very, very low. We had done our research and got the message: shipping can be expensive, especially international shipping. Lightning Source delivered to anywhere in the world (with a very small number of exceptions) for about £2-3. If we had a comparably successful product in future, this would be the one factor that might decide in favour of POD over a print run.

Planning phase – art and layout costs

For both art and layout, we researched and selected a shortlist of 3-4 individuals to approach for a quote, based on work they’d done before. We actively solicited a diverse pool of artists to shortlist from – something I’ll cover in more detail later on. For layout artists, this was based on looking at games we owned; for illustrators, we looked at the artist’s online portfolio. We selected partly based on price, and partly based on how much we liked the artist’s work. They were all great, or we wouldn’t have looked at them. We are really happy with the work our artists did.

One of the illustrations for Lovecraftesque: three children and their dog swim in a deep blue waterhole. A massive alien eye lurks at the very bottom of the picture.
I love commissioning art SO MUCH.

We set specific goals for book length, and number of illustrations, for our basic funding goal and each of our stretch goals. took into account the extra printing costs that this would mean, and got specific quotes for each goal, including for extra illustrations, scenarios and so on, from our artists, so that we knew in advance exactly how much we would be paying, even for stretch goals that we hadn’t set at the start of the project.

Planning phase – other stuff

We had looked at a dozen other (completed) RPG kickstarters of a range of types, to get an idea of what the likely distribution of rewards chosen would be. We had a good idea of what percentage would be PDF-only, softcover, hardcover and so on: and these predictions were largely right. This helped us to ensure we were setting the correct funding goal, because the amount of money you keep varies by reward level (simply put, PDF has no print or shipping costs, so you keep 100% of the money, while physical copies vary in their costs).

We sought advice and views from lots of people in the run-up to the campaign. The biggest source of advice was Google Plus, where people generously gave their views on a wide range of issues we were worrying about – including many experienced people sharing their knowledge of how to run a kickstarter. We were super-grateful for all the advice we got, which hugely enhanced the research we ourselves had done.

We approached a handful of designers we knew and admired to write scenarios and essays for our stretch goals. We were gratified by the response – almost all said yes. We had set ourselves a goal to offer rates that would be significantly above the market rate for RPG writing, which may have been a factor in people accepting work from a couple of randos they’d never heard of. We set a word limit for our stretch goal materials, and stuck very closely to it, which meant that again, we knew in advance how much we would be paying for this work.

Finally, we had a contingency fund of 10% of our total funds raised, to cover stuff that might go wrong. This was a very good decision that we took early on, and – by fluke – we spent it almost exactly. (I’ll mention here that we’d planned to give an equal share of any remaining contingency money to ourselves and our artists. It didn’t happen, because there was nothing left, but we still think it was a pretty good idea, and will likely take the same approach in future campaigns.)

Next: How we ran the campaign itself – and how we supported diversity and inclusion.

[*] Yes, plural.