Ever since the conclusion (actually long before the conclusion), of our recent Kickstarter campaign for The Doom That Came to Atlantic City, I’ve been receiving congratulations of one type and another. When I seemed momentarily startled by their kindness, people asked me why. And when I came out of my fugue state, I told them the simple truth: “Mistakes were made”.
With a little prompting, I went on to explain some of these mistakes. And I told all my friends to please let me know before they began their own Kickstarter campaigns, to help them better prevent the mistakes we made. But I soon realized that rather than repeat myself over and over, I should simply write a white paper on the subject, so that I could more easily disseminate the facts without forgetting crucial information with each repetition.
Before I get to practical matters however, there is no shortage of more diffuse and impractical thoughts to get out of the way from my month-long addiction to Kickstarter.
1. Kickstarter is the best thing ever.
2. It’s Kickstarter’s world. We just live in it.
Kickstarter is an amazing font of crowd-sourced capital, yes. But where does that crowd come from? Our first supporters had already supported between 2 and 178 other Kickstarter projects. In short, they were already “of the body”. They knew and loved Kickstarter for allowing them to help create products they wanted, for helping to change the playing field, for telling them about projects they would never otherwise have even heard of, and perhaps most important of all, for changing, deepening, and strengthening the relationship between Creator and consumer. They understood the paradigm and paid attention to the site’s many categories and recommendations.
As our month went on and we got stellar press, Kickstarter habitués gave way to people who’d never used, or in some cases even heard of, Kickstarter. I don’t know what the workers at Kickstarter Central call these wonderful people – Newcomers? Virgins? Noobs? Lambs to the slaughter? But this was the most surprising point to me. Not only were we using Kickstarter to fund this game project that no game publisher would touch, Kickstarter was using us to bring them more users. And the larger the user base grows, the better for everyone involved. Especially, Kickstarter shareholders.
Because Kickstarter makes its money on the success of projects, it is deeply incentivized to assist clever campaigns. As a result, we were featured on Kickstarter in a couple places: as Portland, Oregon’s top campaign for most of the month, and as a top pick in the Games category. In fact, during our tenure in Kickstarter’s Staff Picks, they restructured the “Games” category to include both “Board & Card Games” and “Video Games”, ensuring Doom’s status as a top pick for an even longer period of time.
I had initially guessed that our project was getting love from Kickstarter because it was graphic, we presented it well enough, and that the resumes of the 3 creators were pretty impressive. That may be true. But were we also a likelier candidate for success by virtue of the creators’ pre-existing social networks? Was our old-school board game meets HP Lovecraft vibe more likely to ensnare Kickstarter Virgins? I don’t know, but what I do know is by the end, few if any of our new backers had supported even 1 other Kickstarter project, and that may have been the really important part for Kickstarter.
3. Kickstarter is the best PR other people’s money can buy.
I had never heard of the Pebble watch until masses of our backers proved to be supporting their Kickstarter. The word of mouth and feeling of involvement a strong Kickstarter campaign can generate is phenomenal, and all without traditional Venture Capital or Angel Investors to pay off! It’s a funding platform that sells you rather than one that buys you. Sure, you’re giving them some of your supporters in perpetuity, but isn’t that transaction more agreeable than selling them a whopping percent of your company? And besides, each backer can use the wonders of the Internet to get you more backers! To get Kickstarter more! To get your next project more! To… well, looking forward, things get mighty interesting.
Does the current boom go bust as all the cool kids exceed their Kickstarter budgets and the whole thing shuts down? Or do projects get better and better the way evolution should work? This is an interesting point to me as I’ve watched actual capitalism wither and die in some parts of the economy. Yes, there’s been no shortage of shoddy product on Kickstarter – projects born of pity or in reaction to the dominant paradigms, et al. – but will such campaigns continue?
Will they be allowed to?
Will the marketplace of ideas become more discerning, and the bar for projects that Kickstarter will even approve be set much much higher?
Will Kickstarter self-censor strongly and effectively?
What will make them leverage their power more specifically, and control access more tightly?
Will some projects be so successful that Kickstarter finds itself paying for their virgins?
We can’t know at this juncture, but it’ll be fascinating to find out.
4. All the cool kids are doing it.
As 2012 dawned, I had never done a Kickstarter project. By the end of the year, I’ll have done half a dozen. A few with young, largely untested talent, but the vast majority with award-winning authors like M. K. Hobson, sculptors like Paul Komoda, and top-tier game designers like Keith Baker, Rob Heinsoo and Jonathan Tweet. And that’s just a hint of what I’m doing. Most of the Creators I know are currently working on some level of campaign (thus the white paper to follow)!
5. Creatives and Corporations – why can’t they all just get along?
I worried a little before Doom that ours would be the project with which Kickstarter would officially jump the shark. But that was apparently just nerves. It had, however, happened once before. The wonderful Z-Man Games (publishers of Pandemic, see above) purchased Doom, but then Z-Man was sold to a European game company right before our publication date, and the new owners didn’t want our game. And neither did anyone else. How is that working out for those publishers now I wonder?
When we took in 122k in a month, an old colleague suggested that, “The market was clearly ready for your game.” Maybe so, but the game companies were not. At all. The Creators’ willingness to market their game, the public’s desire to see Lovecraftian Gods trash Atlantic City, the pedigree of the creative team (games, novels, films, posters): none of that mattered one whit. They didn’t see a return that showed any kind of clear profit for them, and they passed.
In the decline of the working and creative class that we’ve all weathered these last 30 years, major monopolist corporations have intentionally made Creators the lowest people on their totem poles.
The odious work-for-hire contracts, the hierarchical apple-polishing, the constant cancellations of green-lit projects to protect their jobs at the expense of others and to “bolster” their bottom line: it’s all been designed to maximize their profits and strip Creators of their chance for licensure, and the passive streams of income Creators might otherwise have enjoyed. There are still plenty of artists who need corporate paychecks, but many artists are viewing this as a long-overdue sea change. In Portland, many people suggest that the only way to move up the ranks at Nike is to go to Adidas. And vice versa. In New York, people leave DC for Marvel. And vice versa. Does Kickstarter mean that Creatives will be getting more respect from the big players now that they can set their own terms elsewhere? Or will the big companies simply ignore them when they ask for more respect? As exciting as Kickstarter is now, what will it be in the future? Will it morph over time like the massive powerhouse whose informal corporate motto was “Don’t be evil”? We shall see.
6. Make no mistake. This is an addiction.
The shots of dopamine that accompany every new dollar the Refresh button reveals are the most obvious example. But the fact is, we Creators are on the line here. Every mistake or miscue is now on us. And that’s not the sort of responsibility that leads one to sleep like a baby. Kickstarter is not for the faint of heart. Can you imagine working a month or more (more really, even for a “30 day” campaign) only to have that campaign stall and fail? Many of the best and brightest Creators have already experienced that very thing. Sobering. Kickstarter will take every ounce of energy you can give it and want more. Believe it.
Every mistake we made weighs on me, and I suspect it’s the same for many others. So, with this prologue, I hope you’ll enjoy (and be informed by) the paper to come.
Part 1 of Kickstarter White Paper