Our experience with Backerkit advertising

We’ve been running TTRPG crowdfunding campaigns for almost a decade and we like to think we’re quite good at it. We’ve been gradually and organically growing our audience, but it gets harder and harder to connect with people as the TTRPG world fractures into zillions of little communities. We had dipped our toe in the water of advertising previously, but never had much success with it and viewed it as a waste of money. Enter Backerkit advertising – a service that proved very effective for us. In this article I’ll break down the experience and the outcomes we saw.

The TL;DR here is that we got a lot more money, both before and after taking out the cost of the ads. Wreck This Deck looks likely to have been unusually successful for a TTRPG zine even without the ads, but there’s clear evidence that the ads increased that.

I’m not affiliated with Backerkit, I’m not getting anything from them for doing it, I’m just sharing this because I think it might be helpful for fellow creators.

Backerkit’s advertising pitch is, they buy advertising on your behalf (mostly Facebook/Instagram ads) and improve the targeting using their presumably very impressive storehouse of data from all the millions of crowdfunding campaigns they’ve been involved with. You tell them a target return you want on your ads, and they then increase or decrease spend depending on how well they’re meeting that target. They charge you a commission on any resulting pledges. You don’t pay for anything until the campaign closes and you’ve received your pledge money.

By the way, this is in-campaign advertising. Backerkit (and others, probably) do pre-campaign advertising to build up followers on your launch page. We haven’t tried that, and it isn’t covered here.

We weren’t sure if this service was likely to work for us, but – spoiler alert – it absolutely did. We saw at least a 50% increase in our backers compared to our most optimistic expectations, and there’s very clear evidence to show that this was generated by the ads, as I’ll explain below.

Before going any further, let’s talk about the ick factor. If you’re like me, you probably don’t like the idea of advertising. It’s horrible, intrusive stuff that feels sort of spammy and slightly dirty. You just want to be left alone to enjoy the internet without this stuff, and you don’t want to be a part of it. You maybe feel like your product should be so good that it doesn’t need advertising.  There was a definite emotional barrier we had to push through to get started with this. But the truth is, well-targeted adverts for a quality product are a way of finding people who want something and helping them to find out about it. They’re gonna see some ads anyway, so it might as well be for a cool new game. Provided the things you promise in your pitch are accurate, and your game is good, you’re not hurting anyone by using it.

What we did

We were pretty wary of pouring a ton of money into something for no return. The Backerkit model – tell us a target return on your ad and we’ll spend like crazy as long as you’re meeting it – was kind of terrifying to us. We set up advertising early on in our campaign, saw some fairly middling results, and told them to switch the ads off.

Later on in the campaign, for no reason I can articulate, we decided to give them another go. We switched them on again, at a low level of spend, and saw an immediate increase in pledges. Bumping the spend up a bit, we saw even better results.

Throughout the periods where we were advertising, we set a target return on advertising spend (ROAS) of 3 – meaning the aim is for each £1 spent on adverts to yield £3 or more of pledges. This is the amount we’d worked out, after costs, should ensure we made extra money rather than a loss. Although the ROAS jumped around a lot over the course of the campaign, the final ROAS was 3.04.

The results

The graph below tracks our pledges each day of the campaign for Wreck This Deck.

The blue bit of the chart is pledges that Backerkit identify as not being ad driven. Orange is pledges that Backerkit identify as being ad driven. The tiny almost-invisible grey bit is pledges Backerkit identify as being driven by their newsletter.

You might ask: why should we trust Backerkit’s assessment of whether a pledge was ad-driven? They get a commission on the ad-driven pledges so it’s in their interests to round those up isn’t it? That is indeed an anxiety that we had. But in a way, the fact that we had a gap in the middle where we weren’t using ads was incredibly helpful, in that it clearly demonstrated that the ads were working. You can easily see the point that we turned the ads back on in the graph below, even without the big red arrows, and you could probably guess how much revenue was ad-driven even without the colour-coding.

Graph showing pledges each day for Wreck This Deck. On day 20 we restarted our ad spend and there's an immediate large increase in pledges, through to the end of the campaign on day 29.

The first few days of a crowdfunding campaign always see lots of pledges as existing fans and highly enthusiastic backers jump in. After day 3 or so, things naturally quieten down, and you see a trickle of pledges from folk who have only just heard about the campaign. During this mid-campaign period – days 4-20 on the graph – we saw about £200 of new pledges per day. Once we turned the advertising on this leapt up by a factor of 4, even excluding the last few days when, again, you always see a big increase in pledges.

Interestingly even the organic pledges increased by about 75% during the period we were advertising. Presumably some people were seeing the ads and then pledging on a different device or similar, hiding them from Backerkit’s tracking algorithm.

It’s a lot harder to feel confident about the impact of the ads during the last few days, because you’d expect a big spike anyway. Look at any successful crowdfunding campaign, there’s always a rush of pledges at the end. But it is possible to estimate the effect of advertising here. I looked at our previous campaigns and a few carefully-chosen third-party campaigns that I deemed to be similar to Wreck This Deck. The difference is fairly obvious.

Table showing the percentage share of revenue taken in the last 3 days of various crowdfunding campaigns. The figure ranges from 16-29%, except for Wreck This Deck where 66% of revenue came in the last 3 days.

We also asked our backers in the post-campaign survey whether they’d seen ads. Obviously the data here is subject to the caveat that people might not remember correctly, or might have thought something was an ad when it wasn’t, and so forth. With that said:

  • 35.2% said they didn’t see any ads
  • 13.2% said they saw an ad after they’d already backed
  • 5.7% said they saw an ad after they’d already heard about the campaign
  • 9.5% said they saw an ad but probably would have heard about the campaign anyway
  • 32.9% said they came to the campaign because they’d seen an ad

Backerkit’s marketing stats claim that 57% of our pledges came from advertising. That matches reasonably well to the 61% above who said they’d seen an ad, though just under half of these had already heard of the campaign or think they would have done so anyway.

Did it pay off?

The above analysis seems to pretty clearly indicate that we raised a large amount of revenue from advertising. But of course, that’s before costs.

Based on Backerkit’s own analysis, the fees we paid them for the advertising – covering the cost of the ads themselves and Backerkit’s commission – added up to 39.8% of what the pledges that they identified as being ad-generated. So we got to keep 60.2% of what we raised.

Once you take out our own costs, that number comes down, but because we’d already paid off a lot of our costs (art etc) from organic pledges alone, it still leaves a decent % of money left over for paying ourselves for the work on the project.

The possible fly in the ointment here is what I term “wasted ad spend”. This is essentially my attempt to work out how many ad-driven pledges would have happened anyway, and are therefore wasted money. This is really really hard to know.

The survey data above suggest that only about half of our advertising driven pledges were people who hadn’t already pledged, hadn’t yet heard of the campaign and wouldn’t have likely done so anyway. If all that is counted as “wasted ad spend” then we came in very close to break-even – probably making a small amount of extra money, but just possibly making a small loss once all costs have been counted.

However, if you’d heard about the campaign before but not backed, maybe the ad was what tipped the balance, reminding you about this cool game and getting you to pledge. Only those who already backed can be considered definitely as “wasted ad spend”. If you only count these as waste, that’s only a 21.5% rate of wasted ad spend. That might seem over-optimistic, but if you compare what we made in the late stages of the campaign with what we would have expected, based on comparison with other campaigns, you’d guess that only about 19% of the ad-driven pledges were “wasted ad spend”. At any rate, at a 21.5% rate of wasted spend, the ads would have driven a healthy amount of extra money – meaning we would have kept about 23.5% of the ad-driven revenue after costs.

So we can’t ever really know how effective the ads were taking into account wasted spend. Indeed, there are other unknowns: could it be that the ad-driven folks would eventually have bought the game after the campaign closed? Might we be robbing our future selves? Conversely, might ad-driven backers have reshared the campaign a generated more organic sales from people who would never have heard of it otherwise? It’s all pretty hard to estimate.

What we do know is that this was our most successful campaign, in terms of number of backers, ever. Even though it was a small zine project, it was the most revenue we’ve ever raised from a crowdfunding campaign. And even if we can’t quite prove it, the overall trend in the data suggests that the advertising was well worth it for us.

A small further addendum to the above is that obviously a % of our ad-driven backers will come back and support future projects. We can’t know what this is worth to us, but in the scenario where we actually had very high wasted ad spend, and made a small loss overall, this would be the silver lining to the cloud.

What about you?

Before closing out, I want to pile in some caveats to the above.

First off, this was just one example. Wreck This Deck appears to already have been fairly unusual as zine projects go, with nearly 600 backers before the ads kicked in. It had low overheads, and indeed once you’ve got 600 backers the extra cost of delivering additional copies of the game is very low. This makes it easier for ads to be cost-effective. This might not be a representative example.

Second, we’re a relatively mature gaming company. We’re still absolutely tiny in the scheme of things, but we knew we could afford to take some risks with a relatively small project and if we made a loss then it wouldn’t destroy us. It’s wonderful that Backerkit don’t charge you until after the campaign, but they do charge you, and the bill can be quite high. You have to decide your own appetite for risk.

Third, your costs are an absolutely vital part of the calculation here. Not just the cost of the ads, but the cost of providing your product to all those extra people, including shipping and all the other horrible costs that notoriously turn out to be higher than you expected. We made a spreadsheet to add all these costs up, and work out how high a % return on advertising spend we’d need to turn a profit. We looked at nightmare scenarios where that % turned out to be too low, and how much that would cost us. I strongly recommend you do that too, if you’re thinking about using ads.

Fourth, advertising can be a bit anxiety-inducing. You get real-time data about advertising spend, including how effective it’s been today, and sometimes the numbers can be quite alarming. Returns on spend zigzag around. If you’re in the UK like us, it’s doubly alarming as you can’t communicate with West Cost US-based Backerkit until they get to work in your late afternoon. This goes back to your risk appetite – are you comfortable watching your money being spent, and sometimes feeling unsure if it’s worth it?

Obviously I wouldn’t think to tell anyone “go and spend a pile of money on ads” – that has to be your decision, based on your particular circumstances. All I can say is: it worked well for us, and we will likely be doing more of it.

Why we’re using Backerkit for Wreck This Deck

We’ve done four TTRPG crowdfunding campaigns, starting with Lovecraftesque (first edition) in 2015, then Flotsam, Bite Marks and Last Fleet. All four were on Kickstarter. We’ve had some great success with Kickstarter. But for Wreck This Deck, we’ve decided to go with Backerkit, and I want to talk about why.

First a brief plug for Wreck This Deck. It’s a solo journaling game of demon summoning and deck crafting, where you trap demons in ordinary playing cards by defacing the cards: paint them, stitch them, burn them, scrawl on them. It had some great success when we first released it during lockdown and we’re now ready to give it a print edition. If you like the sound of that then you can pledge on our Backerkit crowdfunding page.

When we first started crowdfunding, Kickstarter was more-or-less the only game in town. Indiegogo was there, but it just didn’t look as attractive, and the campaigns on there didn’t seem to do as well. Kickstarter was an accessible, simple way to get into crowdfunding – and it rewarded its users with what seemed to be a pretty good throughput from people who were just browsing the site.

But Kickstarter has made some weird moves recently. From the resistance to recognising the union, to the flirtation with crypto, it’s simply not been presenting an attractive face to ethical publishers and backers. And for a long time, Kickstarter has seemed complacent: for years it wasn’t even possible to put alt text on images, despite us writing to them to complain about the accessibility implications. (This now appears to have been fixed, thankfully.)

Perhaps in response to the diminished reputation of Kickstarter, there has been a growing set of rivals. Projects using these rivals have seen mixed success. It’s always a risk to move from a popular marketplace into somewhere new. And so there’s a risk of a vicious cycle, with alternative platforms seeing poor outcomes, putting off creators from using them.

Enter Backerkit. This is a platform that already has a lot of understanding of the crowdfunding market. We’ve been using them since our first campaign to provide post-campaign support, tracking our backers, generating helpful post-campaign surveys, managing our digital rewards and so on. Their customer service is second to none: when I’ve had problems working out how to do something they will send me a custom-recorded video by one of their staff made just for me, showing me how to do the specific thing I wanted. Where our Kickstarter campaign pages have always been approved without ceremony, Backerkit actually sent us detailed feedback on the Wreck This Deck campaign page, enabling us to improve it. And their functionality is great.

Backerkit has launched a full-blown crowdfunding platform of its own and it’s shown some pretty good success stories. But much more important, they’ve shown that they know how to run a crowdfunding platform. Their setup is flexible, functional, and well integrated with the kind of tools you need to manage a campaign. And as previously remarked, they have great customer service – both for us as the publisher and you the customer.

It felt like a risky move. We are all too aware of the potential for our campaign to lose visibility because Backerkit is still a relatively small player, with less “passing traffic”. But we think it’s the right move at this time. And early results from the campaign suggest we’ve made a good call. Of course we’ll never know how it would have gone if we’d used Kickstarter, but for a zine campaign Wreck This Deck is doing incredibly well at nearly 350 backers after 1 week, and that’s included a fair bit of people coming from within Backerkit’s website.

Of course, we’re not saying Kickstarter is evil, and we may well use them in the future. So far the crypto flirtation hasn’t come to anything, and they’ve shown they can improve by (eventually) recognising the union and offering alt text on their images. This isn’t some kind of principle-driven rupture. But we do hope that we can be part of a greater move to diversify the crowdfunding market so we’re not all dependent on one big provider. Having that competition will likely be better for Kickstarter too, in the long run.

So anyway, that’s a little insight into why we’re doing this. We’ll be watching closely how well Wreck This Deck does with a view to deciding what to do with our next big project: Lovecraftesque second edition. Watch this space!

How can we get more people playing RPGs?

This is the #RPGaDay2018 topic for day 8. I’ve answered most of these as simple social media posts, but felt like I had quite a bit to say on this one, so it’s getting its own blog post.

Let’s start by saying that “we” means a lot of different groups of people, who have different opportunities to bring new people into the hobby. I’m going to go through some of these groups and how I think they could help to expand the hobby.

Game publishers. Ok, so obviously game publishers have succeeded handily in creating games that attract plenty of gamers. But an awful lot of those games have been presented and pitched in a fairly similar way. They cover fairly similar territory in terms of genre and approach. To brutally oversimplify, most RPGs are about action and adventure, with sword/gun-toting heroes as the central (though not exclusive) focus. The art and style have a particular look. There’s historically been a focus on white male characters. Now, this is all fine and dandy. There’s nothing wrong with such games. (Ok, maybe not nothing, but I’m not saying “get rid of games like this”, is my point.) They’ve succeeded in attracting a particular audience; but if you want more people, one way to do that is to broaden your audience. Bring in groups who aren’t attracted by the usual formula.

The good news is, we’re pretty much seeing this happen. Games are increasingly stepping outside the boundaries of those usual approaches, focussing on other genres, other types of story, other characters, different art styles, and so on. Of course, by their nature these games are different to the ones that attracted the existing core market. They may not immediately be as popular as the old stalwarts, or even as popular as new games within the traditional genres. This is because the existing (large) audience that is paying attention to RPGs and willing to spend money and time on them need to be persuaded to consider something different, and the existing (even larger) group of people who aren’t paying attention or willing to spend money need to be persuaded to even take a look. So these games can struggle a bit. They are, as some people put it, “a niche within a niche”. But just as Vampire: the Masquerade opened the doors of the hobby to an entirely new audience, these games can do the same.

Meanwhile, the more traditional approach is also adapting itself to expand its audience. More inclusive art, more innovative approaches to the game – D&D and others are changing. And this is at least partly influenced by the less commercially successful games mentioned above. In other words, the hobby is growing and changing and that’s a good thing.

Game retailers. So guess what? It’s the same message again. Game retailers, by and large, present a particular look to the world. To caricature, it’s a seedy comic store look. Giant cardboard cutouts of muscular barbarians or armoured space marines. Model tanks and dragons. Boxes of cards and dice. Again, this is all fine. But what it does is attract the existing audience. The people who like those things, of course, are drawn in. If you want to expand the audience, you have to go beyond that. And in particular you have to project an image that is welcoming to other groups.

This is a much trickier job for retailers. They only have so much window space, and so much shelf space, and so many tables for your games night. You can either put a space marine in that spot by the door, or make space for something else. You can’t really do both. I don’t really have an easy fix for that. But I think the whole can be made attractive to other audiences without sidelining the things that the existing audience like.

There’s another issue, which is about how welcoming the space of the retail store is once you’re in the door. There’s something here about whether new customers feel safe and comfortable in your store. I’m not an expert in this at all, so I’m not going to sound off in detail, except to say that this is not something RPG stores have always been good at. But it is something that we can do. Just take a look at a typical modern Games Workshop store for an idea about one way to do it: they look like proper, professional shops. Yes, they still have marines and tanks and so on, yes (nearly) all the staff and customers are men and might project a slightly unwelcoming “who is this alien” look at women who walk in the store, so yes there’s still work to do. But they don’t look scary. They’re well-lit, well presented, places you’d feel comfortable leaving your eleven-year-old (which is the main GW audience, in case you hadn’t noticed).

Apart from, like, the playground, the RPG store is the primary way into games for new people. It is the literal shop window. So retailers can help get new people in by making it look good, and not just to people who already like RPGs.

Conventions and clubs. Can I say more of the same? Offer games that aren’t monolithic, create spaces that look attractive and welcoming. This is difficult stuff though – the games are mostly offered by volunteers who are already in the hobby,  and the room is mostly filled with those people. Sure, it would be nice if every club had a game of Monsterhearts (or whatever) and some women and PoC, and a welcoming atmosphere, but the reality is that you’ve got the attendees that you’ve got, and they want to play the games that they want to play.

So what can convention and club organisers do? Think about what would make spaces more welcoming. Tackle harassment. Have a decent welcome for newcomers in the form of a smiling, helpful human being who can help direct new attendees to a game they’d like or just find their way to the toilets. Have readily identifiable convention staff who are ready to help people in the same way, and who actively look out for newcomers looking lost, and not just chat to their mates. And project that same ethos to other attendees: tell them what a welcoming space you’re looking to create, how you want them to be friendly to newcomers. Choose a venue that looks clean and has space to move around, space to sit and take a quiet breather. Support new GMs/facilitators and new players, make space for them on the schedule. Support different ways of gaming, like Games on Demand for example.

Once again, at least some conventions are getting this stuff and doing it. More would be better.

Ordinary roleplayers. Nine times out of ten, a new gamer is introduced to the hobby by a friend. (I have no evidence to back this up, but I think it’s true.) So what can we do to help?

The absolute number one thing in my view is to talk about our hobby unashamedly and enthusiastically. Because we don’t do this, roleplaying has a stigma that has been hard to shake. People don’t know that roleplaying is fairly popular, and that normal people do it. It seems alien and sort of shameful or weird. We are the ambassadors for the hobby, more than anyone, and for the most part we shirk that role. Friendly, engaged people with an interesting hobby that they’re clearly interested in is what gets other people interested.

The next thing we can do is to treat each other decently, watch out for each other and come down hard on people in our social circle who don’t do those things. The hobby is plagued by, if not bad behaviour and social awfulness, at the very least the perception of those things. We have a reputation. And if we want to beat that reputation, we have to not just not be like that, but rise so far above that reputation that we break it. This will mean people are more likely to stay in the hobby, and more likely to join.

I absolutely think we can do this. I think many of us are already doing this. And we have a golden opportunity, because popular media is opening the door to our hobby as never before, whether it’s blockbuster fantasy TV shows, widespread superhero movies, or D&D featuring on popular TV. Let’s grab it with both hands.

PS I could have talked about gaming media. There’s great stuff going on here. The AP movement just won the Diana Jones award. I really am not an expert on this, and don’t have a lot to say about it right now, but it’s important and could be key to expanding the hobby.

List of UK game designers

For those who haven’t seen it elsewhere – I have created a list of UK game designers. I have mostly done this because I intend to try and play and run more games by UK designers, and then… well, I got sucked into being completist.

Here it is:

List of UK RPG designers

Something tells me this list is neither complete nor 100% accurate, but it’s a good start. Let me know if there’s gaps or errors in comments!