{"id":3997,"date":"2017-03-20T15:24:13","date_gmt":"2017-03-20T22:24:13","guid":{"rendered":"https:\/\/www.backerkit.com\/blog\/?page_id=3997"},"modified":"2021-04-14T14:57:57","modified_gmt":"2021-04-14T21:57:57","slug":"getting-product-reviews","status":"publish","type":"page","link":"https:\/\/www.backerkit.com\/blog\/guides\/crowdfunding-strategy-how-to-get-more-backers\/getting-reviewed\/","title":{"rendered":"Chapter 6: Getting Product Reviews"},"content":{"rendered":"

David Fooden\u2019s Yukon Salon<\/a> is an unconventional card game. Its cast of characters include lumberjacks, grizzly bears, and dueling hairstylists. With over two weeks to go before its Kickstarter campaign\u2019s completion, the project had met its funding target and unlocked one stretch goal.<\/p>\n

It has also managed to net plenty of blog coverage in the process, with mentions in gaming podcasts For All Intents and Purposes<\/a> and Going Last<\/a>, and reviews in blogs such as Junk Spirit Games<\/a>, GeekDad<\/a>, Indie Game Report<\/a>, the Board Game Vault<\/a>, among many others.<\/p>\n

\"\"<\/p>\n

Securing reviews boost a creator\u2019s credibility, and are a handy way to generate publicity and expose the game to a wider audience and new backers. However, getting your game in front of a blogger or publication can be challenging for first-time creators. Fooden and GeekDad senior editor Jonathan Liu share some wisdom from both sides of the divide.<\/p>\n

Priming Your Product For Reviews<\/h2>\n

Liu\u2019s inbox is inundated with pitches and requests for GeekDad reviews on a daily basis. He chooses which games to feature by considering its suitability for the GeekDad readership. \u201cEven if it\u2019s a game that I don\u2019t personally think I would like, we do circulate the pitches among our team of writers to see if anyone else is interested,\u201d he says.<\/p>\n

Taste is subjective; what appeals to one reviewer might revile the next. Nevertheless, there are some general ideas on what constitutes an engaging game-playing experience. \u201cGenerally what I\u2019m looking for in a prototype is the gameplay,\u201d Liu says. \u201cAre there interesting mechanics at work? Is there an interesting story? Is it fun to play?\u201d<\/p>\n

For game creators, extensive playtesting can provide invaluable feedback and ensure the game is ready for public consumption. Yukon Salon underwent many revisions in the lead up to its launch.<\/p><\/blockquote>\n

\u201cThe first prototype had a rule set and went through many rounds of playtesting and iteration. I would playtest it and find out what worked and what didn\u2019t and make changes,\u201d Fooden says. \u201cRefining the graphic design and the look of it was very important as well.\u201d<\/p>\n

Fooden asked for playtesting feedback from his friends in the gaming community as well as creators he\u2019d met through events like the PAX South Indie Showcase, where was able to demo his game and generate buzz for his crowdfunding campaign. He also took it to Mox Boarding House for Playtest NW<\/a>, where prototypes from Seattle game designers are playtested by the gaming community and the general public.<\/p>\n

The Best Way to Approach Bloggers<\/h2>\n

Getting reviewed on an industry-specific blog can help generate publicity and momentum, but timing is of the essence. Sending a press release about your game well ahead of your launch date (and following up via email) can increase the likelihood that it will be reviewed. Liu recommends that game creators get in touch with publications well in advance of their launch to give them a chance to playtest their prototype. \u201cWe get a lot of pitches where the project has already launched,\u201d he says. \u201cOr maybe it has launched a week ago or it\u2019s launching tomorrow.\u201d By that time, he says, it\u2019s too late.<\/p>\n

Liu urges game creators to budget enough time to make their prototype and send them to reviewers ahead of the campaign. \u201cArrange for a prototype about a month in advance of the launch if possible,\u201d Liu says.<\/p>\n

\u201cWe typically say we want to arrange enough time for us to receive the prototype, be able to understand the rules in case there are any questions, play it a couple of times, and have time to write a review by the time the project launches.\u201d<\/p><\/blockquote>\n

He doesn\u2019t expect to get a firm grasp of component quality from a prototype, although he says more games appear to have finished artwork by the time of launch. In any case, Liu says, he\u2019s willing to overlook artwork or components if the gameplay is compelling.<\/p>\n

\"\"<\/p>\n

Fooden sent out review copies of Yukon Salon two weeks before its Kickstarter launch, although he says games with more complexity should be sent out farther in advance. Card games are typically easier to playtest. \u201cBefore I launched the Kickstarter, I was mostly reaching people at conventions and going to events at local games stores,\u201d Fooden says. \u201cI reached out to other gamers and blogs, and secured some game reviews from bloggers of various levels of followings online.\u201d<\/p>\n

Fooden drafted a form letter that he sent to prospective game reviewers and kept track of his outreach via a \u201csizable spreadsheet\u201d, and cast the net pretty wide. \u201cI sent out press releases to any place that seemed like it might possibly cover it,\u201d he says. A lot of local news outlets, blogs \u2014 anyone with anything to do with board games or card games, or websites that covered funny, quirky stuff.\u201d Fooden reached out to approximately 22 reviewers, most of whom responded; he ended up getting 16 reviews. He notes that \u201cit helped to have a how-to-play video to send them featuring the game artwork\u201d.<\/p>\n

Liu concurs, adding that it\u2019s important to keep a blog\u2019s readership in mind. \u201cI always have to pay attention to whether or not it is something people are going to be able to play with their kids. It\u2019s not our primary criteria \u2026 but that\u2019s a bonus for our readers.\u201d<\/p>\n

Suitability should be front of mind for game creators when they\u2019re pitching publications \u2014 for instance, don\u2019t pitch an adults-only game to a family-friendly website. He urges aspiring game creators to read GeekDad\u2019s comprehensive guidelines<\/a> on how to pitch the publication.<\/p>\n

Liu encourages creators to contact GeekDad via email. \u201cWe don\u2019t do as much \u2018discovery\u2019, where we look for a game on Kickstarter and say, \u2018Oh, this looks good \u2014 I would like to review it,\u2019\u201d he says. This puts the onus on game creators to be proactive in their outreach strategies. \u201cFor new creators or first-time projects, we wouldn\u2019t know about them unless they contact us. Once they\u2019ve launched, it\u2019s too late.\u201d<\/p>\n

Case Study: Pascal Press<\/h2>\n

We asked Pascal Press<\/a> creator Alan Kalbfleisch how he was able to raise 33% of his funding goal on the first day of the campaign and he shared his story with us.\"\"<\/p>\n

Finding Your Audience Online<\/h2>\n

Online forums are a great place to find communities that might be receptive to your product. Alan participated in several tea, coffee and camping-related reddit<\/a> subreddits to get feedback on his early prototypes. The posts proved popular generating plenty of upvotes and comments and \u201csome of these posts can still be seen in the \u2018top\u2019 section for the most popular posts of all time on those subreddits.\u201d<\/p>\n

Posting about products on reddit is tricky because you don\u2019t want to get banned for advertising. The larger subreddits are constant targets for astro-turf marketers that try to covertly drop brand mentions into the conversation, so community members are always on the hunt and actively call out any posts or comments that smell of self-promotion.<\/p>\n

Alan advises creators to \u201cmake sure they do their research and participate in the subreddit before posting their own projects.\u201d<\/p>\n

Navigating reddit<\/h2>\n

Each subreddit will have different rules and tolerance levels for product-focused posts depending on the moderators and the purpose of the subreddit.<\/p>\n

Alan\u2019s first post on the \/r\/coffee<\/a> subreddit was popular but the moderators asked him to stop posting there because \u201cthey wanted their forum to remain as just a place for coffee discussion and not a place for inventors or product developers to market their product.\u201d<\/p>\n

Learning from his experience with the coffee mods, Alan made sure to reach out to the mods of the other subreddits he wanted to post on \u201cto let them know of my intentions and to ask what I should or should not say in any of my posts.\u201d<\/p>\n

After figuring out which subreddits were most excited about his coffee press and working out what\u2019s acceptable to post with the moderators, Alan started posting prototype updates asking for advice. \u201cThis built a sense of community around my product and got people very engaged and attached.\u201d<\/p><\/blockquote>\n

Alan actively participated in the community, asking for feedback, responding to comments and incorporating suggestions into the product prototypes such as adding a leakproof lid, which helped him earn several early fans. \u201cLuckily, I had enough people following my posts that they began posting my website in the comments sections to get others to sign up for my email list.\u201c<\/p>\n

Moving up the Ladder<\/h2>\n

Alan\u2019s success on reddit allowed him to get a few blogs to write about the Pascal Press. Approaching the press is a lot easier when you can tell editors that you have popular posts on \/r\/coffee<\/a> or \/r\/campinggear<\/a>. \u201cThis made it a very easy sell to get an article written as there was already proof that the product was popular.\u201d<\/p>\n

Each blog post linked back to the product website<\/a> which his team had set up to make it easy for visitors to navigate and sign up for the email list to be notified when the campaign starts.<\/p>\n

The reddit community and the blog press coverage helped Alan build a sizable list of people interested in the Pascal Press and several ended up backing the project: \u201cLeading up to our campaign, we had an email list of about 1,000 people. We were able to convert 20% of those to sales within the first 48 hours of our campaign.\u201d<\/p>\n

Building an email list of interested people ahead of launch is essential for any campaign that needs to extend beyond the friends and family network to get fully funded. To build this list, you need to have a website with an effective email sign-up form, and then find the right audience for your product.<\/p><\/blockquote>\n

Alan from Pascal Press was able to find an audience on niche subreddits and leveraged those discussions into blog coverage that helped get his product in front of even more people.<\/p>\n

Venturing onto reddit isn\u2019t for everyone. Subreddit communities are full of knowledgeable members that will challenge you on every single detail. You can win over a lot of people if you can answer thoughtfully<\/a> and use each challenge as an opportunity to demonstrate the care you put into every single design decision.<\/p>\n

Case Study:\u00a0Kings of India Playing Cards<\/h2>\n

The Kings of India Playing Cards<\/a> project leaped from $23,111 to $28,230 in funding in just two days in the middle of the campaign. The project update<\/a> posted just prior to the jump revealed the joker card and additional details on the deck upgrades stretch reward.<\/p>\n

Project co-creator Reena Mistry offered insight into the cause for the rise: \u201cWhen we released that update for the stretch goal, we noticed that we had caught the attention of Mark Frauenfelder, who had posted a message<\/a> about our update on his site Boingboing.net<\/a>. That drew a lot of attention to our campaign, which explains that spike in backers.\u201d<\/p>\n

\"\"<\/p>\n

Mistry had not contacted BoingBoing about her project. BackerKit contacted Frauenfelder and he told us that he found the project organically and wrote a story about it.<\/p>\n

It certainly helped that the campaign page and project updates featured tons of beautiful image assets. The Boingboing write-up is just two sentences along side a video and images directly from the campaign.<\/p>\n

The main takeaway here is to continue contacting people that can share your campaign and fill your page with nice image assets that the press can use for their stories.<\/p>\n

If you have a compelling product with great media assets, getting a single mention in the right spot can spark a chain reaction of media coverage.<\/p>\n","protected":false},"excerpt":{"rendered":"

David Fooden\u2019s Yukon Salon is an unconventional card game. Its cast of characters include lumberjacks, grizzly bears, and dueling hairstylists. With over two weeks to go before its Kickstarter campaign\u2019s completion, the project had met its funding target and unlocked one stretch goal. It has also managed to net plenty of blog coverage in the […]<\/p>\n","protected":false},"author":4,"featured_media":0,"parent":3967,"menu_order":5,"comment_status":"closed","ping_status":"closed","template":"page-guide-chapter.php","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-3997","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"\nChapter 6: Getting Product Reviews | BackerKit<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.backerkit.com\/blog\/guides\/crowdfunding-strategy-how-to-get-more-backers\/getting-reviewed\/\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Chapter 6: Getting Product Reviews | BackerKit\" \/>\n<meta name=\"twitter:description\" content=\"David Fooden\u2019s Yukon Salon is an unconventional card game. 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