Thoughts from a First-Time Self-Publisher: Part 1. 3 months from the Kickstarter.
Are you someone who is considering self-publishing? Or are you interested in what the process is actually like? There are a ton of great resources and blogs out there on these topics and it is not my claim or intention to compete with them. What I do intend to do though is to provide an honest and transparent look at what it’s like to actually be here. “Here” being about three months from launching my first Kickstarter.
Everything up until now:
In November of 2020 I first came up with a concept for a head-to-head dueling game that simulated setting up and taking a sniper shot. If you’re interested, I could talk through all the concepts that got thrown out on the way to arriving at a polyomino game. But, for now, suffice to say that I landed on what proved to be a unique hook for a game: using Tetris skills to kill your opponent. Shortly after arriving at this concept, Gabe Barrett announced his “Solo-Duo:” contest for the GameCrafter and I decided to pursue “finishing” Super Snipers in time for that contest. In one of the more fortunate coincidences of my life, Hwa Siang (Super Snipers’ Artist) put out a blanket offer to collaborate as an artist and graphic designer with anyone who wanted to make something for the contest. Initially, I didn’t reach out but one of my co-designers for another entry I was working on, Simon Beal, had contacted him and encouraged me to do the same.
The game developed quickly with the help of my wonderful playtesting group and willing friends. I made a rudimentary TTS mod and also created a physical prototype with the skills I picked up from the amazing Martin’s Print and Play Hideaway FB group. The art from Hwa really helped me “see” Super Snipers as a real game and I decided that it was far enough along to enter the Cardboard Edison Contest along the way to the finish of the GameCrafter contest. I honestly entered for the opportunity to get the feedback. I was completely blown away when I was selected as a Finalist. Shortly afterwards it was a semi-finalist in the GameCrafter contest.
As a new designer who was still figuring out where I fit and what I really wanted out of Game Design, this was a huge confidence boost. It also had the effect of me starting to fall in love with my vision for the game and start thinking about self-publishing. I began to research, read, and talk to experienced designers about the ins-and-outs of self-publishing. I remained undecided for a very long time.
The Numbers:
Let me start by saying something that anyone considering doing this should hear. This process requires a lot of money and a lot of time. The less you have of one, the more you will need of the other. There are absolutely some examples of folks who have been able to pull off Kickstarters on shoestring budgets. But that is definitely the exception to the rule. I wish it was just about having a great game, but it is not. When you read about people investing 20K, 40K, 100K, of their own money into running a Kickstarter, those numbers are not inflated and not high.
I am a game designer. At the end of that sentence is a “period”. I am not a graphic designer, artist, marketing specialist, shipping and logistics coordinator, manufacturer, licensing agent, etc. Anything you are not on that list (that very incomplete list) you will either need to learn how to do or pay for.
Most of the costs below have already been paid, but some are only partially paid. In no particular order, here’s where I am at so far:
Art and Graphic Design: $7,000.
This is insanely cheap for what I am getting because Hwa is just too good to me. I expect this number to increase and it should. My art for this game is absolutely top notch and easily the most sound investment I have made.
Tabletop Simulator Scripting: $600
I used Alexei Menardo. You need a way for people to play your game. I learned how to get games into TTS but adding scripting and special effects and other things that make the user experience fun and memorable takes additional skills. This would have been cheaper if I knew my full vision going in. Instead, I’ve had Alexei re-do the scripting about 4 times now and probably will again before the KS ends. This is also a really low number because Alexei is too kind. The TTS mod for Super Snipers is AMAZING and has done wonders for getting people I would never have been able to playtest with in-person really excited about the game.
Business Expenses: $500 (approximate) Getting an LLC is a vital part of all of this and it is not particularly fun in NY State.
Rulebook Editing: $250
I used Emily Willix (Small Furry Games) for this and she did a tremendous job. Of everything I will list here, this would be the one thing I would best be able to do myself. That said, DON’T. You should always have someone else take a look at your rulebook as you are incapable, as the designer, to see it how a player will. This only got me to a very good and functional rulebook. More will need to be invested to make the final, professional version.
Kickstarter Video: $5000
I’m using Ori Kagan of Kagan Productions. That’s a big number, I know. But a great KS video can do a lot for you and everyone is in for a serious treat with what Ori is doing for this one! You can go cheaper, but like most things, you get what you pay for.
Pre-Marketing (ads): $4,600
I’m using The Crowdfunding Nerds for this. That breaks down to $1000 for the initial set up of the Landing Page, initial consultation, and Marketing “funnel” and covers 3 months of managed ads ($600 management fee, $600 ad cost per month). These are big, big numbers, but the ability to fund quickly has huge implications for how well your project is going to do.
Prototypes: $1,000
Made these at the GameCrafter. This was for a total of 13 of them over the course of development (9 for reviewers).
Reviewers and Previewers: $1500
Most of my reviewers are free (still have to ship the games) but I am also paying to get playthrough videos and for coverage by some larger channels. This is a very conservative budget for this and I may add more.
Total: $20,450.00
I’m probably forgetting a few things, and we haven’t even begun manufacturing yet! I’ll be back with another blog discussing more about what’s involved in getting ready for a Kickstarter and how the pre-marketing is going. Let me know if you have any questions or comments!
-Galen-
