31 March 2025
Imagine this: you’ve spent countless hours pouring your heart and soul into developing an amazing game. You’ve got a killer storyline, addictive gameplay, and a vision that could rival some of the best titles out there. Now, you’re ready to crowdfund your dream and bring it to life. But here’s the thing—while crowdfunding can be a fantastic way to secure funding, it’s not a guaranteed slam dunk. In fact, there are a few common pitfalls that could throw a wrench in your plans faster than you can say “stretch goal.”
Don’t worry, though—I’ve got your back. In this article, I’m going to break down the most common crowdfunding pitfalls that game developers fall into and, more importantly, how to avoid them. Whether you’re launching on Kickstarter, Indiegogo, or any other platform, these tips will help ensure your crowdfunding campaign doesn’t just survive but thrives.
1. Setting Unrealistic Funding Goals
Let’s start with the biggest red flag: setting a funding goal that’s either too low or too high. It’s tempting to dream big and shoot for the stars, but crowdfunding success often lies in finding that sweet spot.If your goal is too high, people might hesitate to back your project. They’ll think, “If no one else is pledging, why should I?” On the flip side, if your goal is too low, you could find yourself underfunded and unable to deliver on your promises. And trust me, disappointing backers is the last thing you want to do.
How to Avoid It
- Crunch the numbers: Take the time to calculate all your costs—development, marketing, shipping rewards, platform fees, and even unforeseen expenses.- Be transparent: Clearly explain why you need the amount you’re asking for. When backers see a well-thought-out plan, they’re more likely to trust you.
- Start small if needed: If this is your first campaign, consider starting with a smaller, achievable project to build credibility and trust.
2. Failing to Build an Audience Beforehand
Crowdfunding isn’t just a “build it, and they will come” scenario. If you launch your campaign without a pre-existing audience, you’re essentially shouting into the void and hoping someone hears you. Spoiler alert: they probably won’t.Think of it like throwing a party. You wouldn’t send out invites on the day of and expect a full house, right? The same rule applies to crowdfunding.
How to Avoid It
- Start early: Build hype for your game months before you launch your campaign. Use social media, forums, and gaming communities to get people talking.- Collect emails: Create a landing page where potential backers can sign up for updates. An engaged email list can work wonders when your campaign goes live.
- Involve your audience: Share behind-the-scenes updates, concept art, and gameplay teasers. People love feeling like they’re part of the process.
3. Offering Poorly Thought-Out Rewards
Here’s the deal: your rewards are what backers get in exchange for supporting your project. If they’re boring, overpriced, or impractical, you’ll end up turning potential backers away.For example, offering a $200 tier that only includes a digital wallpaper and a shoutout? Yeah, not exactly enticing. On the other hand, promising physical rewards without factoring in production and shipping costs can lead to some serious budget headaches.
How to Avoid It
- Get creative: Offer rewards that are fun, meaningful, and tie into your game. Think exclusive in-game content, limited-edition art, or even a chance to design a character.- Do your homework: Research production and shipping costs ahead of time. If you’re offering physical rewards, make sure they won’t eat up all your funding.
- Tier it wisely: Offer a variety of reward tiers at different price points so there’s something for everyone.
4. Underestimating the Importance of Marketing
You could have the coolest game concept ever, but if no one knows about your campaign, it’s game over. One of the biggest mistakes developers make is assuming that the platform itself (like Kickstarter) will do all the heavy lifting. Spoiler: it won’t.Your campaign needs a serious marketing push to stand out in a sea of other projects.
How to Avoid It
- Make a killer pitch video: Your video is often the first thing people see. Make it engaging, professional, and filled with personality—it’s your chance to make a great first impression.- Leverage social media: Post consistently on platforms like Twitter, Instagram, and TikTok. Don’t just promote—engage with your audience and other creators.
- Collaborate with influencers: Reach out to gaming YouTubers or streamers who might be interested in showcasing your game. Their endorsement can drive serious traffic to your campaign.
5. Ignoring Stretch Goals (or Overpromising Them)
Stretch goals are an awesome way to keep the momentum going once your initial funding goal is met. But here’s the catch: they need to be realistic. Overpromising stretch goals can lead to delays, stress, and angry backers.And let’s be real—no one wants to be the developer who’s scrambling to deliver on a long list of extras they never planned for.
How to Avoid It
- Be strategic: Only offer stretch goals you can realistically achieve without compromising the core project.- Add value, not fluff: Make sure your stretch goals enhance the game (e.g., new levels or features) rather than distract from it.
- Communicate clearly: Let backers know how stretch goals will impact development timelines. Transparency earns trust.
6. Poor Communication With Backers
Your backers are your biggest cheerleaders. They believe in your vision, and they want to see it succeed. That’s why it’s crucial to keep them in the loop throughout the campaign—and beyond.Ignoring comments, going silent, or failing to address issues can make even the most loyal backers lose faith. And trust me, nothing spreads faster than bad word of mouth.
How to Avoid It
- Post regular updates: Keep your backers updated on your progress, challenges, and victories. Even small updates can go a long way in maintaining their trust.- Respond to questions and concerns: Take the time to answer backers’ comments and messages. Show them you value their support.
- Own up to mistakes: If setbacks happen (and they probably will), be honest about what’s going on and how you’re addressing the issue.
7. Forgetting About Post-Campaign Planning
So, you’ve hit your funding goal. Congrats! But this isn’t the time to sit back and relax. If you don’t have a plan for what happens after the campaign ends, you could find yourself in trouble.From finalizing development to fulfilling rewards, there’s a lot to juggle post-campaign. And trust me, backers will be watching closely.
How to Avoid It
- Create a timeline: Map out what needs to happen after the campaign ends, including development milestones and reward fulfillment.- Budget for fulfillment: Set aside enough funds to cover production, shipping, and other post-campaign expenses.
- Keep backers involved: Continue updating your backers even after the campaign is over. Let them know how their support is helping bring your game to life.
Final Thoughts
Crowdfunding can be a game-changer (pun intended), but it’s not without its challenges. The key is to approach your campaign with a solid plan, clear communication, and a genuine connection to your audience. Avoid these common pitfalls, and you’ll be well on your way to turning your dream game into a reality.Remember, crowdfunding isn’t just about raising money—it’s about building a community of people who believe in your vision. Treat your backers with respect, keep the lines of communication open, and stay true to your passion. Trust me, the gaming world is ready for your masterpiece.
