Crowdfunding Nerds: Kickstarter Marketing, Business, & Beyond!

Crowdfunding Nerds: Kickstarter Marketing For Board Games & Beyond!
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Crowdfunding Nerds is a practical, behind-the-scenes podcast for creators looking to launch and scale successful crowdfunding campaigns. Since 2019, the Crowdfunding Nerds team has helped creators raise over $40M on Kickstarter and Gamefound while generating more than $100M in ecommerce sales. From pre-launch strategy to post-campaign growth, the show delivers real-world marketing insights, campaign breakdowns, and lessons from both first-time creators and major IPs like Avatar: The Last Airbender, Fallout, Dune, and Star Trek. Whether you're preparing for your first Kickstarter or optimizing your next launch, this podcast helps you do it smarter.

  1. 4d ago

    Diversifying Revenue Streams | Ep. 307

    What if your board game could make money long after your Kickstarter campaign ends? In this episode of Crowdfunding Nerds, Andrew and Sean explore how tabletop game creators can diversify their revenue streams, increase average pledge values, and turn a single game into a growing business. From premium add-ons and strategic bundles to merchandise, music, and expanding your game's universe, they break down what actually adds value for backers—and what might just be wasting your time and money. Andrew shares real-world examples from Deliverance, including a bundling strategy that helped sell through hundreds of play mats, while the guys examine how one Kickstarter campaign generated approximately $47,000 in additional pledges through a premium bundle. They also discuss why launching too many products too early can backfire, how to validate new ideas with real customer data, and why listening to your community is essential for long-term success. If you're looking to build a profitable tabletop gaming brand without losing focus on what makes your game great, this episode is for you. Resources: Deliverance: https://playdeliverance.com/ Excursions / Galactic Cruise: https://www.kickstarter.com/projects/kinsonkeygames/excursions-a-galactic-cruise-game Genius Games: https://www.geniusgames.org/?srsltid=AU7gw4VSNnhVRz7GT0CW7UA-Qj7ndTaESt-Eoo9nrGMiHJ0OBlUtLAv6 TableTone: https://www.tabletone.app/ Crowdfunding Nerds Pledge Manager: https://pledgemanager.crowdfundingnerds.com/pledgemanager Connect with Crowdfunding Nerds: Website: https://crowdfundingnerds.com/ Facebook: https://www.facebook.com/groups/crowdfundingnerds/ YouTube: https://www.youtube.com/@crowdfundingnerdspodcast

  2. Oct 19

    Challenges of Expansion/Reprint Kickstarter Projects | Scott Pease | Ep. 306

    Your Kickstarter has thousands of followers, but what’s keeping them from backing? Scott Pease returns for Part Two of our Snap Ships Tactics Kickstarter case study, joining Andrew and Sean to unpack the marketing decisions, backer conversations, and unexpected complications behind the campaign. Scott shares how a simple follower poll revealed what potential backers needed to hear, and how an update focused on reviews generated several thousand dollars in pledges. We also dig into prelaunch versus live advertising, tracking results with referral links, and why a cheaper pledge didn’t deliver the backer boost Scott expected. Plus, we explore payment plans, pledge managers, and how offering a seemingly simple color choice created a fulfillment headache. Thinking about your next campaign? Grab your notebook, Nerds. These are lessons worth learning before launch.   Guest Bio: Scott Pease is a game creator with a background in video games and a creator behind Snap Ships Tactics, a tabletop spaceship combat game featuring customizable ships. Drawing on experience from two Kickstarter campaigns for the game, Scott shares practical lessons in audience building, advertising, backer communication, and managing complex pledge offerings. His candid approach explores both the decisions that helped his campaigns succeed and the mistakes he would avoid next time.   Resources: - Snap Ships Tactics website and Kickstarter campaign: snapshipstactics.com   Chapters For YouTube:  00:00 Snap Ships Tactics Case Study: Part Two 00:36 Prelaunch Marketing: Was the Budget Big Enough? 04:50 Balancing Advertising Risk and Backer Value 06:28 Why a Cheaper Pledge Didn’t Attract More Backers 10:51 Simplifying Pledges for New and Returning Players 13:49 Preparing Your Kickstarter Page Before Launch 16:31 Tracking Your Marketing With Referral Links 18:00 Advertising Across Multiple Platforms 21:37 Scott’s Performance Marketing Experience 29:25 Using Your Own Customer Data to Improve Ads 32:08 Engaging Your Community During the Campaign 34:45 Creating Updates for Different Audiences 36:30 Asking Followers Why They Haven’t Backed 38:08 Turning Backer Objections Into Pledges 41:24 Pledge Over Time: Benefits and Complications 48:27 What Scott Would Do Differently Next Time 50:00 How Color Choices Complicated Fulfillment 54:13 Prepacking Bundles to Simplify Shipping 55:50 Keeping Your Email List Engaged Between Campaigns 57:48 Choosing a Pledge Manager and Planning Late Pledges   Connect with Crowdfunding Nerds: Website: https://crowdfundingnerds.com/ Facebook: https://www.facebook.com/groups/crowdfundingnerds/ YouTube: https://www.youtube.com/@crowdfundingnerdspodcast

  3. Oct 12

    Crowdfunding Success Case Study: Snap Ships Tactics | Scott Pease | Ep. 305

    What does it take to come back to Kickstarter and nearly double your first campaign’s funding? Bigger spaceships help, but there’s a lot more going on behind the scenes! Scott Pease returns to Crowdfunding Nerds to unpack the Snap Ships Tactics expansion and reprint campaign, which raised over $550,000 in just 24 days. Andrew and Sean dig into the six-month pre-launch, the switch from collecting email leads to driving Kickstarter followers, and why a messy Gen Con photo outperformed polished advertising. We also explore how a $349 all-in pledge became the campaign’s most popular option, why Scott sometimes encouraged backers to buy less, and how scheduled unlocks kept people coming back without the scramble of traditional stretch goals. From Kickstarter promotion to responding to tough comments, this case study is packed with practical lessons for your next launch. And we’re not done yet! Part two will dig deeper into campaign numbers, referrals, payment options, and communicating with different audiences.  Guest Bio: Scott Pease is the co-inventor of Snap Ships and a driving force behind Snap Ships Tactics, a tabletop miniatures game that lets players build and battle their own modular spacecraft. A veteran game developer, Scott spent 15 years at Neversoft as Studio Development Director, helping shape titles in the Tony Hawk’s Pro Skater, Guitar Hero, and Call of Duty franchises. He brings that experience in product development and audience engagement to tabletop gaming, including the Snap Ships Tactics expansion and reprint Kickstarter campaign that raised over $550,000.   Resources: Snap Ships Tactics: https://www.snapshipstactics.com/ Kickstarter: https://www.kickstarter.com/ Gamefound: https://gamefound.com/ Gen Con: https://www.gencon.com/ Mailchimp: https://mailchimp.com/

  4. Oct 5

    Catch Up & Random Marketing Thoughts | Ep. 304

    More pledges don’t always mean more money in your pocket. Andrew is back, and between welcoming baby number eight and catching up with Sean, he’s got a few things to say about crowdfunding marketing fees. In this episode of Crowdfunding Nerds, we unpack Andrew’s experience with commission-based marketing, why a bigger campaign total isn’t the same as a healthier bottom line, and when it makes sense to spread your ad budget beyond Meta. Sean shares a recent Reddit ads success, his “delegate or die” approach to a busy season, and why copying your pitch into every Facebook group is a terrible marketing strategy. We also introduce the Crowdfunding Essentials course, discuss why the holidays can be an opportunity for prelaunch marketing, and explore a social platform that rewards useful contributions. Over 300 episodes in, we’re still talking marketing, making games, and occasionally getting interrupted by a reminder to take out the trash.   Connect with Crowdfunding Nerds: Website: https://crowdfundingnerds.com/ Facebook: https://www.facebook.com/groups/crowdfundingnerds/ YouTube: https://www.youtube.com/@crowdfundingnerdspodcast

  5. Sep 28

    Should AI Be Used In Your Game Design? | Ep. 303

    What happens when AI can create artwork that’s almost impossible to distinguish from something made by a human? Sean, Donnie, and Jacob dive into the increasingly complicated relationship between AI-generated art and the board game industry. They discuss why publishers are tempted by AI’s speed and lower costs, why portions of the tabletop community remain strongly opposed to it, and whether human-made artwork could actually become more valuable as AI-generated content becomes commonplace. Ultimately, this episode isn't about handing publishers a simple yes-or-no answer on AI. It’s about asking better questions: What role should AI have in your workflow? What do you want your art to communicate? And what kind of creative process do you want behind the product you're asking people to support?    Resources: Exit Through the Gift Shop: https://www.youtube.com/watch?v=4VmHFp6AkWo Wendell Berry: https://www.poetryfoundation.org/poets/wendell-berry Marshall McLuhan / Hot and Cold Media: https://en.wikipedia.org/wiki/Understanding_Media Chapters For YouTube:  00:00 – AI Art and the Board Game Industry  00:53 – Why This AI Conversation Matters  03:22 – Jacob’s Background as an Artist  05:56 – How Fast Is AI Art Improving?  08:31 – Will Human-Made Art Become More Valuable?  12:12 – The Return to Physical Experiences  17:04 – Why Handmade Art Feels Different  17:58 – The Risk of Mixing AI and Human Art  20:24 – Why the Creative Struggle Matters  20:51 – AI Art in Board Game Design  23:47 – The Problem With “AI Slop”  24:42 – What Actually Makes Something Art?  28:41 – Art, Craft, and Creative Value  33:25 – Are We Losing Ownership?  37:26 – Convenience vs. the Creative Process  40:18 – AI, Creativity, and Human Identity  44:32 – Why Your Game’s Art Matters  46:26 – Hot vs. Cold Media  49:18 – Creativity Is a Muscle  52:19 – What’s Your Policy on AI?   Connect with Crowdfunding Nerds: Website: https://crowdfundingnerds.com/ Facebook: https://www.facebook.com/groups/crowdfundingnerds/ YouTube: https://www.youtube.com/@crowdfundingnerdspodcast

  6. Sep 21

    Performance Based Marketing Is A Scam? | Ep. 302

    Performance-based marketing sounds like an easy win: no big agency fee upfront, someone else handles the ads, and they only get paid when they generate results. But is the deal actually as aligned with publishers as it sounds? In this episode, Sean and Donnie break down the realities of performance-based marketing for crowdfunding campaigns. They discuss the challenges of accurately attributing sales, how commission-based incentives can encourage aggressive ad spending, and why publishers need to understand exactly who owns their pixel, ad account, targeting data, and audience information. They also explore one of the biggest long-term considerations: data ownership. Your crowdfunding campaign shouldn't just generate pledges; it should help build an audience you can reach for your next campaign, your e-commerce store, and future releases.  Guest Bio: Donnie is part of the Crowdfunding Nerds team, where he works alongside publishers and creators navigating the marketing side of crowdfunding. Through his work with Crowdfunding Nerds, he has developed firsthand insight into advertising strategy, audience development, data ownership, and the challenges creators face when turning a great game into a sustainable business. Resources: Crowdfunding Nerds Community:  https://crowdfundingnerds.com/academy/ Board Game Design Lab: https://boardgamedesignlab.com/ Hive Interactive / Hive Pledge Manager: https://www.hiveinteractive.net/pledgemanager Meta Ads Library: https://transparency.meta.com/researchtools/ad-library-tools/ Meta Ads: https://www.facebookblueprint.com/student/path/219703-ads-manager-basics Kickstarter: https://www.kickstarter.com/ Gamefound: https://gamefound.com/en Reddit / Subreddits & Facebook Groups BoardGameGeek: https://boardgamegeek.com/  Google Ads: https://business.google.com/us/google-ads/  Connect with Crowdfunding Nerds: Website: https://crowdfundingnerds.com/ Facebook: https://www.facebook.com/groups/crowdfundingnerds/ YouTube: https://www.youtube.com/@crowdfundingnerdspodcast

  7. Sep 14

    Assets Needed For Killer Ads | Donnie Chase and Jacob Cecil | Ep. 301

    What assets do you actually need to create a bangarang crowdfunding landing page—and ads that convert? Sean is joined by Crowdfunding Nerds team members Jacob Cecil and Donnie to break down the creative assets every board game and RPG creator should have ready before launching a marketing campaign. They explain why a 3D box render is practically non-negotiable, what types of artwork and component shots make landing pages more compelling, and why some of the simplest ad creatives can outperform highly polished productions. They also dig into what they've learned from running and testing crowdfunding ads: thematic artwork, lifestyle photos, quick unboxing videos, GIFs, simple product shots, and even images taken straight from Tabletop Simulator can all have a place in your campaign. They discuss how to design assets for mobile scrolling, why vertical, square, and horizontal formats matter, and how layered Photoshop files can give marketers much more flexibility when creating ads and landing pages. Guest Bios: Jacob Cecil is a member of the Crowdfunding Nerds team who specializes in developing crowdfunding landing pages and turning a game's creative assets into compelling marketing experiences. His work focuses on communicating what a game is, immersing potential backers in its world, and structuring landing pages that turn ad traffic into interested leads. In this episode, Jacob shares practical guidance on box renders, component photography, layered artwork, thematic storytelling, image formats, and even using Tabletop Simulator when a physical prototype isn't available. Donnie Chase is part of the Crowdfunding Nerds team with hands-on experience developing and testing advertising creatives for tabletop crowdfunding campaigns. Through working across board game and RPG campaigns, he's seen firsthand which creative formats consistently attract attention—from box renders and thematic artwork to GIFs, lifestyle photography and simple unboxing videos. In this episode, Donnie breaks down why authentic creative can sometimes outperform polished advertising and how creators can develop assets that better match what board gamers and RPG players naturally respond to. Resources: https://kaganproductions.com/tutorials/ https://stonemaiergames.com/a-new-twist-on-showcasing-our-games-on-facebook/ Connect with Crowdfunding Nerds: Website: https://crowdfundingnerds.com/ Facebook: https://www.facebook.com/groups/crowdfundingnerds/ YouTube: https://www.youtube.com/@crowdfundingnerdspodcast

  8. Sep 7

    Game Design & Marketing With Stephen Glicker | Ep. 300

    What actually makes a tabletop game successful? According to Roll for Combat publisher Stephen Glicker, creating a great game is only one piece of a much bigger puzzle. Sean sits down with Stephen to unpack nearly five decades of gaming experience and the lessons he’s learned building Roll for Combat and Battlezoo into major third-party publishers for Pathfinder, D&D, Shadowdark, and now Deathbringer. Stephen shares how his background in publishing, advertising, video games, and even studying casino psychology shaped the way he approaches game design and marketing. They also dig into the realities of running a tabletop publishing business—from printers, fulfillment, NDAs, and structured playtesting to the growing challenge of proving artwork wasn't AI-generated. Stephen explains why understanding the mechanics behind a game matters more than simply playing hundreds of games, and why designers need to learn how to deconstruct what makes games work. Guest Bio: Stephen Glicker is the publisher of Roll for Combat and the creator behind the Battlezoo line of tabletop roleplaying products. Roll for Combat publishes material across multiple systems, including Pathfinder, D&D 5E, Shadowdark, and Deathbringer. Stephen has been playing tabletop RPGs since 1977 and brings decades of experience across gaming, publishing, design, and marketing. Before working full-time in tabletop publishing, he ran Skyscraper Studios, producing websites and interactive projects for Fortune 500 companies, and studied print publication and design at Carnegie Mellon. Roll for Combat originally began as an actual-play podcast before Stephen experimented with publishing his first Battlezoo Bestiary. When COVID disrupted his original plans to sell the book at conventions, he took it to Kickstarter instead—where the first campaign raised more than $300,000. Today, Stephen works alongside game designers and creators on products including Battlezoo Bestiary, Eldamon, Battlezoo ancestries, adventures, dragon-focused products, and Deathbringer with Professor Dungeon Master. He also co-hosts Roll for Combat's weekly show, discussing tabletop game design, publishing, crowdfunding, fulfillment, and the business behind the industry. Connect with Crowdfunding Nerds: Website: https://crowdfundingnerds.com/ Facebook: https://www.facebook.com/groups/crowdfundingnerds/ YouTube: https://www.youtube.com/@crowdfundingnerdspodcast

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Crowdfunding Nerds is a practical, behind-the-scenes podcast for creators looking to launch and scale successful crowdfunding campaigns. Since 2019, the Crowdfunding Nerds team has helped creators raise over $40M on Kickstarter and Gamefound while generating more than $100M in ecommerce sales. From pre-launch strategy to post-campaign growth, the show delivers real-world marketing insights, campaign breakdowns, and lessons from both first-time creators and major IPs like Avatar: The Last Airbender, Fallout, Dune, and Star Trek. Whether you're preparing for your first Kickstarter or optimizing your next launch, this podcast helps you do it smarter.

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