Tell us a bit about yourself and GROWL.
GROWL is like Werewolf (aka Mafia), but as a quick 10-15 minute card game for 4-10 players of all ages that doesn’t require a moderator or app. The cards in your hand reveal whether you are a human or a werewolf. Humans turn into werewolves if they get bitten 3 times and everyone gets to bite, stab, heal, and give gold, so we all have power, not just the loud people.
I used to play werewolf in college and I always try to incorporate psychological dynamics into my board games. GROWL started as a much more complex game, and then I realized, at it’s core was a very simple little system that excited me greatly.
How did you build your crowd before you launched Growl?
I went to a bunch of meetup groups, and I collected emails. I also created a landing page and directed all facebook traffic to that page. I started my pre-launch about 6 months ago.
When did you launch and why did you choose that exact moment?
I launched at 10AM PST on a Wednesday (4/18), because I wanted midweek (so there weren’t bigger news items taking attention away from it). 10AM PST is morning on the west coast, and lunch time on the east coast.
You have a pretty unique referral system. Can you talk about that?
I had the idea a few months ago, and I always knew I wanted to work with my friend Roger on it. Roger did the programming, and I came up with the concept and the name “KickRockit”.
How has the response been regarding the system?
Over 600 people have shared so far, and more than 200 are getting free shipping.
Why did you give away free copies of the game for the first 500 backers?
I needed my launch to be newsworthy. It doesn’t cost that much money to make a very simple version of the game. It was worth the cost to make a newsworthy event.
If there was one thing you wish you knew before you launched Growl, what would it be?
I wish I knew how much art I needed during the campaign. A lot of people didn’t realize the different kinds of cards there are in the game because I didn’t have the art to show them.
If you could change one thing with Kickstarter. What would it be?
I wish I could see the demographics of my backers before the end of the campaign. I don’t know who my backers are, and what countries they are in (aside from the top 10).
What’s the best kickstarter advice you ever received?
That all the work is done in the pre-launch. If you’re exhausted during the Kickstarter, you didn’t do enough work in the pre-launch.
What do you think is the most important element of a Kickstarter page?
Clarity and simplicity. Especially on what the backer gets for their money.
What´s your thoughts regarding stretch goals?
Stretch goals are a way to excite the backers into sharing the project more, but it’s not just a marketing gimmick because I literally can’t include some of those bonuses unless the project is quite successful. I think social goals and social objectives are actually better than financial goals.
Do you have any role models in the board gaming industry?
The EON team behind Cosmic Encounter and Dune (Olotka, Kittredge and Eberle) failed to sell Cosmic in 1977, but instead of giving up, they self published and 40 years later, people are still playing their games, and they are all still active in the community.
Where can people reach you?
joeyvigour.com is my blog, @joeyvigour is my Twitter, or search for “VigourInc” on Youtube.