This Stuff is Hard
Yesterday I posted about Stretch Goals and why we won't be using them for Hocus. The result was somewhat predictable and somewhat surprising.
Jamey Stegmaier, the guy who is publishing a book on Kickstarter, thinks we're making the wrong decision. Check his comments on the blog. He's not wrong! We will have a less successful Kickstarter. We will raise less money.
Some people don't like linen cards. Huh. I have people angry about tuck boxes. Not surprising. Some are quite angry there. That is surprising. I have suggestions to make art books or wooden boxes. All valid! Some we've looked into, some we'll research further.
I felt really good writing the post, and I felt good defending it, but I honestly feel pretty crummy right now at this moment. I don't know if it's work or life or publishing frustrations. Maybe all three?
The reality is that these are our first negative reviews. Every game will have its share of negative reviews. We have no brand loyalty, nobody with Hyperbole bicep tattoos, so we're going to have more negative reviews than an established company. We're going to get some 1s and some angry folks. This is just the first wave. It doesn't feel good, but we're entering a tough arena and it happens.
Everyone has an opinion. Some are right, some are wrong, but all will be offered. At some point you have to make a decision and deal with those consequences. But, we're stubborn, not (that) stupid. We're double checking the numbers. Making sure everything still aligns. We've been working on this for close to 15 months now -- decisions were made in different eras practically!
The reality is that we have to make decisions, with the information we have. Right now, that information is a scan of the competitive landscape, knowledge of our costs, a sobering appraisal of our status (it's low, we're first timers), and what we're willing to pay and lose out of our own pockets.
A part of our business plan is based around getting into distribution. That is very tough. Talk to a bunch of first time publishers and they'll tell you about a chicken and egg issue. You can only get in if you've sold enough, but how do you sell enough if you aren't in? How do we convince folks that our game is a quality game and no, no! We're not some idiots! If we don't enter distribution, quite frankly, Josh and I will lose a lot of money.
A few questions have come up, for which we have answers.
If your campaign fails, or is failing due to the tuck box, what will you do? We'll consider changing. Josh and I sincerely think it is the right move for us. But, if we utterly fall on our face because of a box, well, we'll need to think about it. We aren't inflexible. As I noted above, we're re-checking the numbers.
If your campaign fails due to a lack of stretch goals, what will you do? We'll figure out a different way to publish Hocus. We'll spend more out of pocket money and obtain a small business loan perhaps, or try to find a publishing partner, or just be sad about the thousands spent already and call it quits.
Let me step back briefly to talk about Stretch Goals philosophically.
I've worked in the digital game industry for 10 years now. A huge and tumultuous change has been the introduction of freemium games. Basically, games that are free to download, but are often lousy experiences whether you spend money or not. Ultimately, they are attached to the same psychology of slot machines. The goal, regardless of what anyone will tell you in Gamasutra or GDC speech, is to make more money from a very small percentage of people. If 2 or 3% spend thousands, it all pans out. At least for the business folks.
As a game designer, briefly, on freemium mobile games, I found myself constantly hurting the value and quality of the experience in favor of making more money. It felt dirty as a developer and it is a lousy experience as a customer. I've vowed to myself that I would rather work in another industry than make freemium games.
I look to Valve and Blizzard, who have offered great, polished games with honest business models. They may be dinosaurs according to the freemium folks, but I'm sure they are okay with that. I always liked dinosaurs. Tiffany said she'd love to draw them too!
At one point we were designing Hocus content specifically for Stretch Goals. It forced the question: do we think this isn't good enough to include for everyone? The answer was, no. It also felt strange to deliberately withhold something that made the game better in order to get more money from people. That's what we would have been doing: making the game less good to get more money from people.
Yes, we understand the psychology of Stretch Goals. Yes, we understand the ecosystem of Kickstarter. But, we'd rather say plainly, this is our offering. This is what we're selling and what we need help to create. It feels right and it feels honest. It's what we'd prefer as customers.
If your campaign makes less money due to a lack of stretch goals, what will you do? Our current goal is $6000. This is set deliberately low so that we fund quickly. Joshua and I are willing to spend money out of pocket to pay the rest, and it's not an insignificant rest.
If we hit this, it means about 400-500 people have backed us, which is also a decent indicator of demand. Based on other games on Kickstarter, I think we can raise $10,000 to $15,000 at the most. This is due to our reach as publishers and our lack of Stretch Goals. If we raise $15,000, I'll be dancing in the streets. That'll basically be a million dollars to me. If we raise $6000, I'll be nervous and it could lead to my first and last publishing effort.
I'll stop talking now
In the same way I've always tried to be transparent about my design efforts, I'm trying to do so with my publishing efforts. We've said many times that we're going to screw up. We don't know when, or where, but as this is our first time, I'm fairly certain it will happen. Maybe it'll be the Stretch Goals, or the tuck box, or there's a horrible strategy we've missed in our testing.
At the end of the day, we have to make decisions based around an approximately $15 product with the information we know. We're doing our best to reduce risk and make people as happy as we can for $15.
We appreciate your input and all of you sticking with us. This stuff is difficult, we're not sure we're very good at it, but we're doing our best.