33 – First Convention Booths

A big decision has been made! I’ve booked convention booths for Magical Friends at both BerlinCon and SPIEL in Essen this year. Together with my two wonderful illustrators, Nessi and Hannah, we won’t just be attending the conventions — you’ll actually be able to meet us there!

17. - 19. September
Station Berlin
https://berlin-con.de/

The decision wasn’t an easy one. As I’ve mentioned before, convention booths are very expensive when you don’t yet have anything to sell at the booth. The most interesting aspect of conventions, however, is the long‑term connections you can build. Back in 2019, I was able to connect with 19 board‑game manufacturers. That helped me tremendously in understanding how factories operate and what to expect in contracts.

The plan is for the Kickstarter campaign to launch at the beginning of October. That means at BerlinCon (mid‑September), the campaign will be prepared and announced. We’ll also use the event to test the booth decorations for SPIEL. During SPIEL, our campaign will already be running — in fact, it will be right around the halfway point, which is usually a quieter phase in a Kickstarter. I’m very curious to see what impact SPIEL will have on the campaign!

https://www.spiel-messe.com/de/

I might be able to build interesting connections with publishers we could work with after the Kickstarter campaign. There will certainly be reviewers there as well who may want to promote the game on-site or before the campaign ends. And hopefully we’ll meet lots of wonderful fans at the conventions who will accompany us a bit on our journey. For Hannah and Nessi, there may even be new clients for future projects.

We’re definitely already super excited and really looking forward to the conventions. We also have a few exciting ideas for how we can make our booth interesting. It’s sure to be a lot of fun!

Will we see you at the convention? Is there anything—besides the current prototype—that we should definitely show at our booth?

32 – Kickstarter Preparations

There’s naturally a lot to prepare for the Kickstarter launch. Above all: marketing. Review prototypes are on their way, and social media posts are starting up again. But the Kickstarter page itself also needs to look great and requires banners, GIFs, and videos.

For the introduction of the Kickstarter video, I came up with three short clips that each tell a little bit about what Magical Friends is all about. Why three clips? Each one is only about 20 seconds long, which also makes them perfect for Facebook ads. We’ll try our luck on TikTok as well.

In the first clip, viewers will learn something about the goal of the game; the second clip focuses on one of the main tasks in the game; and the third is meant to reflect the action and chaos that unfold during play.

First, I created storyboards together with my illustrators, Hannah and Nessi. I explained to them that in the first clip, I’d like the wizards to learn about the Midsommar competition at the marketplace, a rivalry breaks out between them, and they immediately set off to prepare for the contest.

The clips shouldn’t contain much more than five images, because the more images there are, the more time‑consuming the whole project becomes. With five images and various animatable layers, you can already create a lovely little video.

This is what the final concept looked like:

Its also a nice comic!

With this, we can create our own video clip, have a piece of a larger intro, and at the same time a cute little comic.

At the moment, we’re working on sound and text for the video. It already looks very cool. More on that as soon as it’s finished.

Of course, there are many different approaches to creating videos like this — some simpler, some much more elaborate. What do you think of our plan? Leave us a comment.

31 – Reviews and Previews

… are extremely important for introducing an unknown game to the world. There are a huge number of great reviewers on various social media platforms, magazines, podcasts, and of course on YouTube. Today I’d like to give you a look at what goes on behind the scenes. One thing to keep in mind is that many of the larger channels only create reviews — meaning they only cover games that are already on the market and accessible to everyone. But there are also some who create previews for games that haven’t been released yet, like my prototype.

Previews, especially in video format, are very time‑consuming. To build a YouTube channel, you need regular uploads so you show up in the search algorithm. Naturally, you also want to play the game a few times beforehand. And to produce a video with the quality people expect on YouTube, you need some equipment, preparation, and often quite a bit of editing. Since you know how many games are released on the market or on Kickstarter, you can imagine how much work there is. Many do it out of passion, but for some it becomes a profession. That’s why some of the larger channels charge a fee for reviews/previews — and that’s completely understandable.

But there are also many people who create previews as a hobby and are simply excited to have a prototype on their table and support designers. The feedback from the board‑gaming community has been incredibly positive. So many people responded to my call for previewers that my few prototypes probably won’t reach everyone before the Kickstarter begins. I just hope they make it to several people at all, since they’re being passed from one player to the next. With so much shipping, something can easily happen to a game. Two English prototypes are now on their way to the USA, one to England, and two within the EU — and three German prototypes are traveling around Germany and Austria. I’m very curious to see how far their journey will take them.

I’ll definitely keep you updated. If you have questions about this topic, I’d be happy to answer them in the comments — as long as I’ve already gained some experience with it.

15 – How Do You Become Part of a Community? Social Media (Part 2)

There are several social media platforms that allow you to create your own communities. Generally speaking, there are three key points to keep in mind:

• The content should be interesting to the community—otherwise, members have no incentive to stay.

• Content needs to be posted regularly, and inquiries should be answered promptly. If the channel is active, the chances of having active members increase significantly. Reach—meaning who sees your posts—is heavily influenced by activity on many platforms.

• The content should match the platform. Different platforms clearly target specific types of information.

Based on my personal experience, certain channels work particularly well when it comes to board games and Kickstarter. It’s also important to consider whether you want to build a community around a specific game/publisher or a broader topic. The effort required can vary greatly.

Facebook:
Best suited for discussions around specific topics. A large portion of the content is created by active members.
A Facebook page is mainly used to post information about a product or company. Posts here are mostly written by the owner, and followers are less involved.
Facebook Group: Facebook communities primarily operate through groups. If you want people to exchange ideas about a game, a Facebook group is a good idea. It’s important to post questions and spark discussions. It’s also recommended to allow members to post in the group, but keep an eye on things to ensure comments and posts don’t get out of hand. Facebook offers a wide range of excellent groups for topic-specific exchanges, and members tend to be very active.

Photo by dole777 on Unsplash

Instagram:
Ideal for posting images. Especially for board games, illustrations create a strong mood and atmosphere. Instagram favors frequent posting of images and stories (short posts that disappear after a while) to increase visibility. It’s a great platform for getting feedback on visuals. Don’t forget to add text to your images—questions tend to get more responses! Short videos have also become very popular and significantly increase your chances of being recommended to other users. Instagram also expects a lot of interaction beyond your own posts, such as liking and commenting on others’ content.

Blog:
A blog allows readers to get to know the author better. It’s a great way to share opinions, interests, and expertise, and to connect with like-minded individuals. As with all other channels, it’s important to engage with the community—so be sure to ask questions! Encourage readers to leave comments you can respond to. This boosts the channel’s relevance and motivates the writer. 😉

YouTube:
Like a blog, YouTube lets you share opinions, interests, and expertise. If the focus is solely on a board game or Kickstarter, a “making-of” video could be an option. However, keep in mind that a lot of material is needed to maintain community interest. If you’re creating a general board game channel, remember that producing videos is time-consuming—especially if you want them to look professional. You’ll need equipment and plenty of time.

Podcasts:
I don’t have much experience with podcasts yet, but I think they’re similar to blogs or YouTube. The main challenge is making episodes engaging through conversations with guests. So it’s not just a regular time commitment for you, but also for others. That said, board game podcasts are quite popular.

Twitter:
Seems to be less relevant for board games, since only short text posts are possible. Board games often require more explanation. While you can post images here too, Instagram offers much better options for that.

Foren:
BoardGameGeek and Reddit are examples of massive platforms. It’s definitely worth being an active part of these communities, as you can find people interested in your own community there. BoardGameGeek feels very open and helpful, though the platform is extensive and takes time to navigate. Reddit is a bit different—you should familiarize yourself with its social norms before diving in. The community is powerful, but not easily accessible.

There’s a lot to say on this topic. If you have questions or suggestions, feel free to share! Have you built your own community? How did it go? I’m really looking forward to your comments. There will definitely be more posts on this subject in the future.

14 – How Do You Become Part of a Community? Social Media (Part 1)

On social media platforms—whether it’s Facebook or online forums—it’s easy to follow a community. But does that mean you’re truly part of that group?

Even if you read every post and know exactly who writes the most interesting content, which inside jokes are common, and what social norms have developed there—you might feel like part of the group. But does the group actually recognize you as a member?

Unlike real life, just being there goes unnoticed on social media. You recognize others because they contribute—by posting or commenting. But no one notices if you’re just reading or occasionally liking something. You only become visible—and accepted—when you start contributing and interacting. That’s when the community starts to see you as one of their own.

Photo by George Pagan III on Unsplash

I personally consider myself very much a part of the board game community: I’ve introduced many people to games in Salzburg and organized events. I design a game for players and have poured time and resources into the project. That certainly makes me a board gamer—but unless I actually participate in specific board game communities, people there won’t know me.

This can especially be a problem when it comes to promotion. In many groups, it’s frowned upon if your first post is a game announcement. Sure, you’re sharing something the group might genuinely enjoy—something they wouldn’t have discovered otherwise. But to them, you’re still a stranger promoting a product.

You don’t have to be part of every community. But it’s worth becoming active in key groups, especially the larger ones where conversations happen. Just be aware—it takes time and effort. Don’t expect to be well-known after just a few weeks. Post meaningful content. Engage in conversations. Offer the community something of value. That’s what builds interest in you—and eventually, in your game too.

On top of that, regular activity boosts your visibility. Many social media platforms reduce your reach if there’s little interaction. But that’s a topic for another post.

If you’re part of a board game community yourself, I’d be thrilled to receive an invite. I’d love to introduce myself and my game, and I’d be happy to answer your questions—if I’m welcome and invited, of course. I’d truly appreciate it.

13 – Why Are Newsletters So Important for Crowdfunding Projects?

When I looked into marketing for crowdfunding campaigns—at least in the board game world—the most common question I heard was: “How big is your email list? You need newsletter subscribers.”

There are several reasons for this. I’ve already mentioned that it’s good to start marketing early. But the earlier I begin, the longer interested people have to wait for the game. A newsletter gives me a way to stay in touch with very little interaction. You only have to sign up once, and from then on, you’ll stay updated with almost no effort. You can read the email and catch up when you have time—unlike social media posts, which quickly disappear into the feed.

That said, it’s really important that the newsletter is well-crafted. I want my readers to benefit from it—not feel annoyed. That starts with the subject line: it shouldn’t feel like spam. After all, the recipient signed up and showed interest in the game. So it should be clear that it’s about the game, and it shouldn’t sound like a sales pitch.

I now divide my newsletters into 4 to 5 short sections on different topics. They’re not long and are usually illustrated with images. I make sure the newsletter is concise yet informative—so readers learn something new or get a glimpse of the game. I vary the content too:

• Information about the game mechanics for those who just want to understand how it plays

• Insights about the team to build trust with the creator

• Artwork to capture the game’s atmosphere

• What’s coming next—so readers have something to look forward to

• Occasional updates on special events

With this mix, I hope to cover at least two areas of interest for each subscriber, keeping the excitement alive. I also ask questions to spark conversations with my readers—these interactions are incredibly valuable. Even later on, they help gather key feedback or rally support for your Kickstarter.

To grow your email list, mention the newsletter subscription at every opportunity. Ask people if they’d like to be added. Be transparent about how their email will be used. And definitely set up a landing page—a simple site focused on getting people to subscribe. That’s what I did for Magical Friends.

I used Mailchimp.com to send my newsletters. I'm happy with how easy it was to create and distribute them, and the site also offers great analytics tools. It even lets you create a landing page—though I’m not fully sold on those options yet. The Landing Page is still there, but now I got the Publishers site for new things to come.

Overall, I found marketing pretty challenging. I wasn’t able to grow my subscriber list as much as I’d hoped. It really takes a lot of time and persistence!

12 - How to Get Noticed

To sell a game in a meaningful quantity, friends and acquaintances alone aren’t enough—you also need to attract strangers. That’s not possible without advertising.

In this post, I’ll share some experiences from others in the industry, as well as my own journey. There are several major topics I’ll likely cover in separate posts:

• Social Media

• Newsletters

• Reviewers

• Trade Show Appearances

• Paid Advertising

But before diving into those points: When should you start advertising?

The general consensus is pretty clear—the earlier, the better. Naturally, you might wonder whether people will lose interest in the game over time. That’s true, which is why it’s crucial to keep them regularly (!) engaged with interesting updates. While some people will inevitably drop off, others will join in—and especially those who stick with your game all the way to Kickstarter are likely your most valuable fans. Those fans not only tend to support your game on Kickstarter but also often contribute to spreading the word ahead of time.

That said, there's a lot to keep in mind. Once you start telling people about your game, they should also have a way to follow you. If you don’t have a social media channel, website, or newsletter set up, the information you share will quickly be forgotten. Even worse, someone who’s genuinely excited about your project won’t be able to help spread the word.

Zeigt euch!

If you decide to launch a promotional campaign, be prepared—it marks the beginning of a larger, ongoing effort. You’ll only be able to sustain a certain level of excitement if you provide regular updates. That also means preparing enough interesting content for the weeks ahead. There's no turning back from here.

For the initial promotional effort, a Landingpage is highly recommended. It's a simple website that gives a brief overview of the game and, most importantly, offers visitors the chance to sign up for a newsletter.

More on that in the next post.

Have you had any experience with this topic? What’s your take on it? How long can you stay excited about a product? What do you enjoy supporting? Leave us a comment—we’d love to hear from you!