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!