Marketing / Promotions

Promoting a product successfully means telling a story that grabs people’s attention, finding the right audience, and using the right online tools and platforms that focus on it.

When you are trying to reach an audience to attract them to a crowd-funding campaign, you will also face some unique challenges.

This guide outlines some best practices to promote your product and reach the people who will love it the most.

Start by generating interest well before your game is ready for sale or crowdfunding. Create a landing page to collect email addresses, tease gameplay details on social media, and participate in board game forums to establish a presence.

Best Practices:

1. Offer exclusive print-and-play versions for email signups.
2. Share behind-the-scenes content (design sketches, prototyping updates).
3. Host polls and questions to involve your audience in the process.

You have 3 options for a landing page:

• Kickstarter's Landing Page. In summer 2025, Kickstarter implemented the option to create a pre-campaign landing page on their platform. You should definitely set this up as soon as possible. Your goal is to dive as many people as you can to become "Followers" of your Kickstarter project. But, this should not be the only thing you use.
• Custom Website. You can hire a web-developer or an online service and create your own website. Nowadays there are many options out there to do so on a budget. You can add tracking (Google Adwords, Facebook Pixel, etc), and you can find really cool templates that showcase your product. But, keep in mind that pre-campaign is also the time to test your assets and the way you present your product. Using a custom template, you will most definitely have way more features and cool components to showcase your product, than what you will have available during the Kickstarter campaign! This is something you need to be aware. If your landing page works, then it doesn't mean that your Kickstarter campaign will work, as the second will not have the same display capabilities than the first.
• Hive's Landing Page. You can create a landing page for your project in Hive for free! Our template simulates the one Kickstarter has, so if the assets work on Hive, they will most likely work for your Kickstarter campaign as well. At the same time you can offer special VIP Rewards, gather email addresses and start building a community. Our landing page also comes with tools to send the followers to Kickstarter so that they can follow there too. Read this article for more information about the differences between our landing page and Kickstarter, and how you should be using both to maximize your effectiveness!

Focus on platforms like Instagram and Facebook, where visual storytelling thrives. Showcase your product's components, customer interactions, and unique features. These platforms excel at targeting niche audiences. Use ads to drive traffic to your pre-launch page or Kickstarter campaign.

Ad Tips:

• Use carousel ads to showcase components and content of your product.
• Retarget people who visited your website but didn’t sign up. If you are using Hive's landing page, you can add your Google Analytics Pixel and/or your Facebook Pixel, and then retarget all those visitors!
• Include strong calls-to-action like “Sign Up for Exclusive Previews.”

Google Ads are ideal for capturing intent from people searching for new games/gadgets/products or crowdfunding campaigns.

Best Practices:

• Target keywords like “best Kickstarter gadgets” or “new tabletop games 2025.”
• Use YouTube ads to promote gameplay trailers, product real-life usage and/or unboxings.

Below is a lost of agencies that can help you run advertising campaigns. These have all been used at some point from creators that have used Hive.

Please note that it is important to understand that not all agencies provide the same type of service, and not all services work for all types of projects. You should talk with more than one agency, and try and figure out what best works for your project. You may even end up working with more than one of them for the same project.

CrowdFunding Nerds

Projects that fund quickly make a lot more money than projects that slowly cross the finish line. Our rate of success for all clients funding on day 1 is above 90%. We've been trusted to handle some of the most prominent IPs in the industry, and our wealth of experience is available to you.

Jellop

Digital advertising powerhouse behind top Kickstarter projects. Helped 7,500+ campaigns raise over $1.6B through performance marketing.

LaunchBoom

We've helped creators raise $200M+ on Kickstarter. Our marketing experts build your pre-launch funnel, grow your audience, and ensure you have a massive day one launch.

Wayfinder

Most Kickstarter campaigns don’t fail because of the game, they fail because no one sees it (or cares when they do). Wayfinder builds the ad engines that turn cold traffic into obsessed backers, using proven creative, launch strategy, and relentless testing to drive real funding. If you want more than a “hope it works” launch, see how our campaigns actually get funded (and scaled beyond it).

Collaborating with established voices in your community can significantly elevate your product's visibility and credibility. Influencers help your product stand out by providing honest feedback, engaging presentations, and trusted recommendations that resonate with their audiences. Their impact goes beyond visibility—they inspire trust and excitement among potential backers.

Popular Choices:

1. Man vs Meeple: Known for Kickstarter previews.
2. Rahdo Runs Through: Focuses on in-depth playthroughs.
3. Quackalope: Offers high-quality, narrative-driven reviews.
4. Tantrum House: Ideal for family-friendly games.

What to Offer Influencers:

1. Free review copies of your game.
2. Exclusive content to share with their audience.
3. Opportunities to host giveaways or live playthroughs.

Read this article on how you can use our robust coupons system to handle all of the above types of promotion.

Content Creation

It is important to have videos and photos that look professional and showcase your product as best as possible. Here are some professionals that have been used by several creators in Hive:

• boardgameshot.pl : Mateusz can take phots and videos for any of your needs. From clean webshop/Amazon photos, to staged concept photos that make your game come alive, to professional videos!

Community Engagement

The board game community thrives on interaction and authenticity. Be present in forums, social media groups, and conventions.

Where to Engage:

• BoardGameGeek (BGG): Create a game page, participate in forums, and list your game in geek lists.
• Facebook Groups: Join active communities like:
  - Crowdfunding Nerds
  - Tabletop Backer Party
  - Board Game Revolution
  - Board Game Design Lab
  
  
• Reddit: Subreddits like r/boardgames are great for sharing insights and updates.

Email marketing is one of the most effective tools for nurturing your audience and turning curiosity into commitment. It offers a direct line of communication to your most engaged supporters, allowing you to share updates, build excitement, and drive action at key moments in your campaign lifecycle. By tailoring your email strategy, you can keep your backers informed, involved, and enthusiastic.

Pre-Launch: Share sneak peeks, countdowns, and stretch goal teasers.

During Campaign: Send regular updates on milestones, unlocked rewards, and exclusive content.

Post-Campaign: Keep backers engaged with production updates and news about your next game.

• Invest in professional photography or renderings of your game’s components.
• Use high-quality videos that highlight gameplay, box contents, and player interactions.
• Create visually engaging social media posts, including animations or dynamic carousels, to showcase your game in action.

• Host regular playtesting sessions and actively solicit player input.
• Pay attention to comments on forums like BoardGameGeek, Reddit, or Facebook groups.
• Show your audience you’re listening by implementing changes or addressing concerns directly in updates or posts.

• Focus on one primary message per ad—whether it’s highlighting a stretch goal, showing off a unique mechanic, or promoting early-bird rewards.
• Use bold headlines and simple visuals that grab attention without overwhelming.
• A/B test your ads to determine what resonates best with your target audience.

• Build realistic timelines, factoring in potential delays for manufacturing, shipping, and customs.
• Keep backers informed with regular production updates and transparency about challenges.
• Under-promise and over-deliver—set achievable deadlines and aim to exceed expectations.

If you're a new creator, or your project is funded (or nearly funded) but struggling, beware—you will become a target for scammers.

As your campaign gains traction, you'll likely be approached by individuals or companies offering to promote your project in exchange for a fee. These scammers will promise to send thousands of emails, run ads on a small budget, or issue press releases, claiming they’ve helped many creators successfully fund their campaigns. They may even provide you with supposed examples of their success.

Don’t be fooled.

How to Protect Yourself:

1. Verify Their Claims

The first step in protecting yourself is to always verify their references. Ask the scammers to provide you with the contact details of creators they claim to have worked with, and then reach out to those creators directly. Send a private message asking if they were satisfied with the service. Most of the references you get will be fabricated. Taking the time to reach out and verify can save you a lot of money in the long run.

2. Understand Payment Structures

Scammers often request an upfront flat fee or a setup fee, sometimes claiming to also take a percentage of the profits. It’s crucial to understand that you should never pay anyone in advance without a clear, written commitment to specific performance metrics.

3. Get Results in Writing

Before making any payments, have the service provider agree in writing to measurable results. Don’t accept vague promises like “we will send an email to 100K recipients.” That means nothing. Instead, request specific goals such as, “We will bring you at least X backers,” or another measurable result. These clear metrics will protect you from empty promises and help you track whether you’re getting your money’s worth.

4. Use a Referral URL

Make sure that part of their process includes creating a referral URL inside Kickstarter. Provide them with this URL and instruct them to direct backers to it. You should make it clear that if the URL does not bring in at least 5 backers at your average pledge level, they are either required to refund you or you shouldn’t have to pay at all. This ensures you have measurable results and the ability to hold them accountable.

5. Choose Secure Payment Methods

When paying for services, use a PayPal payment method whenever possible. PayPal offers a secure dispute process, and you can use your emails and communication as evidence to prove that the service wasn’t delivered as promised. If you can’t use PayPal, consider using a credit card that allows you to dispute the transaction with your bank. This gives you another layer of protection in case the service provider fails to deliver as promised.

6. Stay Alert and Screen All Proposals

Not all proposals are scams—some are legitimate and can be valuable. However, many of the offers you’ll encounter will be fraudulent. It’s essential to carefully screen each proposal and only move forward with those that provide clear, measurable results and a secure payment method. Don’t let the fear of missing out on legitimate opportunities lead you to fall for a scam.

Final Thoughts

While many scammers target new creators, it’s important to stay vigilant and make informed decisions. By verifying claims, setting clear performance metrics, using secure payment methods, and requesting measurable results, you can protect yourself and your campaign from falling victim to fraud.

The crowdfunding space is full of opportunities—but it’s also full of scammers looking to take advantage of creators who aren’t careful. Stay informed, stay cautious, and most importantly, stay safe.