Successful Kickstarter board game France: method 12 weeks

An independent creator contacted us in 2022 for his first game: "I've read 50 Kickstarter articles, I want your method concrete." 30 days campaign: tens of thousands of euros raised, 850 backers. Game released in 2024, second edition in progress.

Kickstarter France is very different from Kickstarter US (smaller audience, different expectations, less developed social game ecosystem). But it is a viable channel for a first project when the method is rigorous.

Here is the 12 week method, with checklist week by week, and 3 encrypted feedbacks. Also applicable to Ulule and GameFound with minor adaptations.

Weeks 12-9 : Strategic preparation

Setting the Kickstarter concept: backers prices, matching levels (early bird, standard, deluxe, collector), stretch goals if applicable. A campaign without third parties of well calibrated counterparties systematically sub-perform.

Estimated total cost: production + flulfillment + Kickstarter fees + payment fees + margin. The Kickstarter selling price must cover all these costs + 30-40% margin to absorb unforeseen events.

Market study: analysis of 30+ similar campaigns completed. What prices did they practice? What ratios early bird/standard? What stretch goals? This analysis saves costly mistakes.

Prepare the list of reviewers and board game influencers (BoardGameGeek, YouTube specialized, podcasts). List of 30-50 priority contacts for prototype shipments.

Weeks 8-5 : Content Production

Presentation video Ideal = minimum rules + demonstration gameplay + visible creators. Pro-controlled video budget, self-production if video skills.

Visuals campaign page 15-30 visuals show the game from all angles. Maps, board, pawns, box, player situation. Recommended studio photos (average budget) or good well lit personal photos.

Copywriting page campaign : proven structure : hang-up, creative history, game presentation, matching levels, stretch goals, FAQ, planning manufacture, about creator. Count 8-15 k characters. Make 5+ people read again before publication.

Pre-launch lists : build an email list of 500-2000 prospects 8 weeks before launch. Sources : your site, events, exchanges on BGG forums, Facebook ads targeted on game enthusiasts.

Weeks 4-0 : Pre-campaign activation

Send prototypes to the 30-50 reviewers identified in weeks 12-9. Minimum 4 weeks to test and prepare their review.

Progressive social media communication: announce the launch date, visual teasing, latest public playtests. Objective: generate 1000-3000 minimum followers on Twitter/Instagram/Facebook.

Prepare the launch newsletter (day J) and day J+15 (relaunching mid-campaign). Newsletters must contain video + main visuals + call for clear action.

Check technical details: Kickstarter account validated, full bank KYC, exchange rates, shipping conditions per zone. These checks avoid 2-3 weeks delays in the middle of the campaign.

30 days of campaign

Day 1 The campaign has been set to 30-50% of the target within 48 hours. Without this initial momentum, the campaign has been staggered. Maximum activation: newsletter, social networks, ads, calls to friends and family to start.

Days 2-15 : stage plateau. Objective: to maintain the commitment with daily updates (promotion, behind-the-stages, meetings reviewers). Launch the first stretch goals achieved.

Days 16-25 : low phase. Communication targeted on the remaining early birds, on deluxe or collector levels. Reactivation of prospectes that visited without backer.

Days 26-30 : final sprint. Countdown, emergency created, emphasis on limited-time levels. Statistically, 25-35% of funds are raised over the last week.

Backers management in real time : answer all questions within 24 hours. Moderate comments. Keep promises (time, delivery). Any violation detects by the community = public bashing on BGG and drastic decrease of the campaign.