1 May 2014 | 44 Comments
Just like I did for Euphoria last July, I’m here with full statistics from the Tuscany Kickstarter campaign. My hope is that you will find these statistics useful when planning your Kickstarter project. Please keep in mind that these totals are probably going to be very different from a first-time campaign, but the percentages might still apply. Also, I’ll dig deeper into the numbers in the commentary after each graphic–while hard data is helpful, it can also be misleading.
Let’s start off with a quick overview of the final numbers from Tuscany, according to Kickstarter:
In comparison, Euphoria raised $309,495 (2,063% of the goal) from 4,765 backers in the same amount of time. So the total funding went up, largely because the key entry point for Tuscany was $79 or $99 (both of which gave backers Viticulture and Tuscany since Viticulture is needed to play the Tuscany expansion pack), whereas the price points for Euphoria were $49 and $59. The average pledge amount for Tuscany was $103, while the average for Euphoria was $65.
Next I’d like to share some overall backer data by location. I’m able to offer this for the majority of backers because I sent out the backer survey on the same night that the Tuscany campaign ended. Generally I would discourage doing that, but I like to start working with that data right away. It’s been 3 weeks since the campaign ended, and out of 4,333 backers, only 38 remain who haven’t filled out the survey.
Also, I let backers continue to add onto their pledge at Kickstarter prices through the end of April (yesterday), and I also let non-backers pre-order the limited editions of the games at higher prices through that date. All of that data is included in the chart below.
I compiled this a little differently than Euphoria because there were a lot more options on Tuscany–it’s simpler to calculate the total pledge amount.
If you compare these to the Euphoria stats, you can see some key differences. The first is the number of backers in Asia. For Euphoria, the total percentage of backers in Asia was 1%. It’s up to 4.5% for Tuscany, which I correlate to the decrease in cost for shipping to Asia thanks to 4px (see this post about shipping).
I also have a new arrangement with a fulfillment company in Australia that helped me dropped the shipping price there, increasing the percentage of backers in Australia/New Zealand from 1.15% to 3.39%. I’ll write more about that after I can truly vouch for it, but I’m confident it will work smoothly.
The percentage of backers in Western EU went down from 12.59% to 8.9%. Again, I attribute to shipping costs. Shipping to the EU for Euphoria was “free,” but in reality, I should have charged a little bit for backers not in Great Britain and Germany. I did that for Tuscany, and the numbers went down. That’s a bit of a dramatic drop for $9 in shipping and no customs costs–perhaps I spoiled those backers the first time around. :)
At the bottom of the chart you can see a comparison in number of backers in the US, Canada, and other international locations between Viticulture, Euphoria, and Tuscany. I’m glad to see that we continue to trend towards a 50/50 split between the US and the rest of the world–shipping makes a big difference. Perhaps if our games were more language-independent, we might attract even more international backers.
Thanks to Kicktraq, we have some great daily data to share:
This data is really interesting to me because it shows a new type of bell curve: It’s heavily weighted towards the front of the project because we had such a huge outpouring of support on Day 1. I’d much rather have backers support the project from Day 1 instead of waiting for the reminder e-mail at the tail end of the project, but it’s good to know that we should expect lower numbers of backers in the final 48 hours.
I think this data also shows that we probably could have run a shorter campaign. Based on the flow of the project (surveys, updates, etc), I think it could have been a 3-week campaign instead of a 4-week process. We might explore that in the future. I would continue to recommend 30-40 day campaigns for first-time creators, because it’s going to be quite a learning process.
Our Euphoria project video had 19,235 plays, with 43.34% of those plays completed. Tuscany’s video had a significant decrease in plays, as well as a decrease in plays completed (which is a shame, because my cat has an awesome cameo at the end).
So what’s going on here? I think part of it is that Euphoria tells a story, and it was a brand-new commodity. A lot of people know what Viticulture is and they know who we are, so they didn’t need to watch a video to back the project.
But I do wonder if there’s something else in play here. The video was short–just over 2 minutes–which I think is the right length. Any ideas on why the video stats were down?
I didn’t do this for Euphoria, but I asked Tuscany backers to share with me their connection to Stonemaier Games. The results are really interesting to me, and I appreciate that so many backers took the time to answer this question.
Notable is that there are a large number of return backers. This is a good thing–it tells me that our backers/customers are happy with their Stonemaier Games experience, and they’re returning for more.
It’s also great to see that there are quite a few backers who backer the project partially based on reputation even though they haven’t backed our projects in the past. And it’s equally good to see that we’re still attracting new backers who had never heard of us before.
Last, it means a lot to me personally that people who have found value in my Kickstarter Lessons blog or my consultation decided to support the project in some way. As you know, this is all free content, but it takes a lot of time to write three entries a week, so seeing some level of reciprocation was nice to see.
Last we have Kickstarter’s breakdown of where backers came from. I’ll highlight some key points/contrasts here, and you can see the full chart below that. Note that all rows highlighted in green cite Kickstarter as the primary referrer:
- For Euphoria, approximately 66% of backers discovered the project through Kickstarter. For Tuscany, that number dropped to 48%. That’s a very, very good thing–that means that we are less reliant on Kickstarter as a marketing platform than ever before (unlike our first two projects, Kickstarter never mentioned Tuscany in any of their publications or staff/featured lists).
- I waited a little over 2 weeks into the Tuscany campaign before I put any advertising on Board Game Geek (BGG). Up until that point, exactly 179 people backed Tuscany after clicking through the Tuscany page on BGG (i.e., not advertising) for a total of about $18,000 in funding. Then I launched an ad on BGG for $700 and attracted the other $12,500 in funding. That’s a great return on investment.
- An increasingly important site you should be aware of is Shut Up & Sit Down. Though we didn’t ask for it, SUSD reviewed Viticulture during the Tuscany campaign, resulting in $5,841 in pledges. That’s significant. It also happens to be a great website. As I mentioned before, Kicktraq is also a major site for Kickstarter discovery–many would say that it’s actually easier to find Kickstarter projects on Kicktraq than on Kickstarter.
- It’s hard to find the impact of Tuscany’s prototype reviewers on the campaign, but I’m confident that quite a few backers discovered Tuscany through those reviewers or at least were able to make an informed decision thanks to those reviewers. Third party reviewers are incredibly important to the Kickstarter ecosystem.
- Last, the Miniature Market line item is intriguing to me. Miniature Market is an online retailer located in St. Louis, and they’re one of the bigger online retailers (their Alexa ranking is 129,890, compared to Cool Stuff’s 64,415 or BGG’s 4,788 [the lower, the better]). We had a big ad on their homepage for most of the campaign, so I’m a little surprised that it only brought in 15 backers based on the Kickstarter data.
If you have any questions about this data, feel free to ask. I’d love to hear your thoughts about this data, and if you’re a project creator, feel free to compare these percentages to your project if it might help other creators.