12 July 2018
A few days ago, like on many Tuesdays this year, there were 4 huge Kickstarter tabletop game launches (by my count):
- Jetpack Joyride
- Rurik: Dawn of Kiev
- Eclipse: Second Dawn for the Galaxy
- Cthulhu: Death May Die
I’ve noticed this pattern for a while now: A disproportionate number of splashy game projects seem to launch on Tuesday compared to other days of the week. Why is this happening? Are these creators not aware of each other? Or maybe they’re aware, but they don’t care? And why Tuesday, of all days?
These questions are somewhat hypothetical, but I’m going to do my best to explore them in today’s blog post.
I’ll start with a confession: Back in my days as a Kickstarter creator, I launched every project on a Tuesday or Wednesday. My reasoning, as mentioned in this article, was, “My perception of those days is that people have some downtime at work after catching up on accumulated tasks on Monday and frantically finishing all their work on Friday.”
That said, even if other people agree with that reasoning, it still seems like the majority of big launches are on Tuesday instead of spread out over Tuesday-Wednesday-Thursday. I’m guessing that creators feel like Tuesday is the first viable day of the week to launch a project, and they’d rather be first than “last” (in a race to backers’ wallets). Honestly, I get that. I wish it weren’t the case, but I get it.
Perhaps these creators simply aren’t aware of each other. If that’s the case, this is a good time for me to remind tabletop game creators (and people who follow the game industry) of this Google Doc. If you know a project is launching or ending on a specific date, please add it here.
Maybe, as I mentioned above, these creators are aware of the overlap and don’t think it will impact them to launch on the same day. As I wrote about here in detail, I think it’s at least worth considering so as to not hurt the buzz and momentum for your project, especially if your project might appeal to the exact same backers as another project.
I remember earlier this year when The Reckoners and Aeon’s End: Legacy launched on the same day. Both were fairly expensive games, and I felt like I had to make a choice between the two. In the end, I backed both, but that decision point wouldn’t be a factor–or, at least, a psychological factor–if they were separated by a day or two.
If you’re a creator trying to figure out when to launch, I would seriously consider a Thursday launch. That way, even if your project is likely to attract backers who already backed a project on Tuesday morning, those backers have had a few days to “recharge.”
[Update: After reading some of the comments, I’m starting to think that Monday could also be a great day to launch a Kickstarter campaign. One comment mentions that backers have been conditioned to scour Kickstarter for projects on Tuesday, so they’re going to discover recently launched projects (and it’s handy to show those backers that your project is already moving towards funding, if not already there). Also, Brett Sobol pointed out some data about online buying habits on Monday.]
What’s your take on the influx of Tuesday launches, whether you’re a backer or creator?
- Kickstarter Lesson #9: Timing and Length
- Kickstarter Lesson #84: Coordinating Staggered Launch and End Dates
- Kickstarter Lesson #68: You Don’t Need to Launch Today
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