No Stretching for Hocus
and Joshua Buergel
A large part of our efforts the past year, beyond designing and developing Hocus, have been spent figuring out how we want to conduct business. For our first game, we’ve decided to use Kickstarter. The primary reason is that Kickstarter is a good platform by which to gauge demand and for many consumers it’s a known quantity. It’s worth the 10% cost and various efforts involved in a Kickstarter to use it versus building an online platform ourselves at this moment.
One of the most complicated elements of Kickstarter projects are Stretch Goals. As of now, when Hocus launches on Kickstarter in the latter half of June, we will feature no Stretch Goals. We have none planned at this time, and have no plans to add more.
This may be problematic for us, but we want to discuss the decision. We’ll surely be asked about it countless times during the campaign.
Fundamentally, the purpose of Stretch Goals is to increase revenue brought in via Kickstarter, ideally through additional backers. By that, I mean most backers don’t increase their pledges. Notice I said revenue! In many cases, it increases the money coming in, but most Stretch Goals also increase costs, so it isn't free money for the publisher. One can argue that it lets backers steer the course of the product and such, but fundamentally, I believe it’s about additional revenue.
The presence of Stretch Goals means a few things to backers:
- “This project has funded and will succeed. It is a thing.” People want to back a winner and be a part of the winning team.
- “The project will be more exciting. I can’t wait to see what else we get!” It’s fun to be a part of “But wait, there’s more!”
- “This is a good deal!” More stuff, at the same price, definitely feels like a good deal.
I’m not made of stone. I’ll tell you honestly I have jumped in on a handful of Kickstarters because, well, look at that deal! Fief came with 5 full expansions I’d have to otherwise pay for. It was tough resisting Space Cadets: Away Missions with so much content there.
But, Stretch Goals are not appropriate for Hocus. Our goals for the publication of Hocus are to learn about publishing a card game in a way that builds on our reputation, does not incur an undue amount of risk, and leads to a positive relationship with a small pool of customers. Oh, and we want to make a good game!
These goals must steer our execution. We need to keep our costs low, reduce delays as much as possible, and really nail what we think we can nail. The more complications we add, the higher our chances of failure or missteps. We’re new at this -- it’s likely we’re going to botch something, so we need to keep it simple. The stupid is implied. That means remove anything else.
Before I go into some more philosophical points, I want to detail the things that will be included with a pledge for a copy of Hocus. Things that are often withheld as Stretch Goals will be included at the start for us.
- Linen Cards: We will have linen cards from the outset. We’ve paid a great deal of money for the art in Hocus and this will be a game that’s heavily shuffled. It’d be wrong to not go with linen.
- Fifth Player Support: Although the game was strictly 2-4 players for the longest time, we found a clever solution and five player is actually a phenomenal way to play. Five player does come at a cost - it requires 14 cards: 8 for the deck, 3 for the Spell Book, and 3 reference/tracking cards.
- 8 Spell Books: We could ship only the number of books to facilitate a game at our max player count, but we've included 3 extras. Many games add promo content, or micro-expansions. We’re including everything from the start.
- Rule Sheet: We have card budget to simply put the rules on cards and save a little money on the printing. But, we think the rule sheet is the best thing for the product.
Now, let’s discuss some of the specific reasons we think Stretch Goals are wrong for us and Hocus. Firstly, Hocus is a very small game with a very small price. The final game will be 99 cards, tuck box, rule sheet, and we believe it’ll have an MSRP of $15.99. The total cost for backers to receive a copy of the game will be, we believe, $13. We’re basically slashing the MSRP and backers will cover shipping. The margins are already low in a low margin business. Every dime we add in to the box hurts our ability to move towards a more fiscally responsible state. We aren't going to get rich on Hocus, but we would like to cover our operating costs as soon as possible.
Secondly, we want to have no delays...that we can control. We want to begin printing as soon as possible, which means all art and graphic design needs to be finished soon. Let’s say our 3 additional Spell Books were Stretch Goals. Do we pay for the art now, and hold onto them hoping we fund? Or do we wait until we hit the goal, hoping we can still schedule our artist? Our artists have quite a bit of lead time. That second option seems dangerous for the project.
Thirdly, it did not make sense to balance test content we weren't confident we would ship. We have spent months and hundreds of tests just spinning on a small subset of Spells. Why would we spend that time if we aren't sure we’re going to use it? It’s difficult to test against possibilities. It’s a pain to gain manufacturing quotes against 85 cards, 88 cards, 89 cards, and so forth. Yes, our manufacturing partners can do that, but it seems like a waste of their time, no?
You can see a few cases above where I mention the thought of paying for/developing a thing that we then don’t use if the goal isn't hit. There seems to be a game of chicken where you can say “we will do this if we meet this Stretch Goal.” But, if you’re below it at all, do you not do it? Even if it makes the game better, you've paid for it, and it doesn't fundamentally alter your costs, do you withhold it? If you don’t, then were you lying all along about needing the money? It’s a strange choice we didn't want to have to make. We thought the game needed linen cards, and 8 Spell Books, and 5 players, and we were willing to pay for that up front.
We think of this game as pre-Stretched for everybody, with everything we wanted for Stretch Goals already included at day one. It's a more honest approach to this game.
If we’re wildly successful, I’m sure we’ll hear about areas we could add things to improve the game. Such as shifting from a tuck box to a 2 piece box. Adding tokens for everyone. Or, promising or developing an expansion. But, all of these have been considered and set aside due to costs, cost and complexity, and risk, respectfully.
We will undoubtedly lose some momentum from this. Stretch Goals are an expectation and part of the ecosystem. But, we’re curious if we can succeed without them. Thanks for reading. If you have any thoughts, email us or share them below. We’re quite interested to see how this pans out!