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Kickstarter Advice – Regions of the world

Kickstarter is a global platform which allows anyone, wherever they are in the world to back projects and create their dreams.

It is easy to see Kickstarter as a platform with a single audience but it is important to remember where potential backers come from. We all know a large percentage of backers will come from the United States, followed by Western Europe and then the other regions, but do they all think the same way?

THE REGIONS

I have analysed all the responses and categorised them into one of 8 groups:

REGION RESPONSES
United States 355
Western Europe 276
Canada 52
None 29
Australia / New Zealand 24
Asia 12
Central Europe 12
Other 9

For the purpose of this page I will be ignoring the 29 people who did not enter a location.

HOW I MEASURED IT

As the largest group of people was from the United States, I have treated them as the base line and have compared the level of importance of each item, for each region, to that of the US as a %.

Regions showing a positive percent against an item view it as more important than the US, and regions with a negative percent view it as less important.

THE PROJECT VIDEO

REGION SCORE
Asia 9.28%
Australia / New Zealand 0.95%
Other -2.07%
Canada -2.90%
Central Europe -3.22%
Western Europe -4.76%

THE ARTWORK

REGION SCORE
Asia 10.89%
Australia / New Zealand 2.56%
Western Europe 0.02%
Canada -0.97%
Central Europe -3.69%
Other -4.91%

A BREAKDOWN OF WHAT’S IN THE BOX

REGION SCORE
Asia 10.20%
Canada -1.02%
Western Europe -1.21%
Australia / New Zealand -1.26%
Other -2.88%
Central Europe -10.63%

ORIGINAL GAME MECHANICS

REGION SCORE
Asia 5.69%
Canada -0.08%
Other -2.29%
Central Europe -2.65%
Western Europe -3.91%
Australia / New Zealand -7.86%

A SHORT OVERVIEW OF THE GAME

REGION SCORE
Asia -0.04%
Western Europe -1.21%
Canada -2.92%
Other -4.78%
Australia / New Zealand -6.29%
Central Europe -8.37%

A DETAILED EXPLANATION OF THE GAME

REGION SCORE
Canada 7.85%
Asia 6.57%
Central Europe 0.32%
Other -0.04%
Australia / New Zealand -0.72%
Western Europe -2.58%

STRETCH GOALS

REGION SCORE
Canada 0.67%
Asia 1.95%
Central Europe -2.22%
Western Europe -2.67%
Other -3.51%
Australia / New Zealand -4.30%

SOCIAL GOALS

REGION SCORE
Asia 7.11%
Western Europe 2.03%
Canada 0.54%
Other -2.45%
Central Europe -5.39%
Australia / New Zealand -5.39%

THIRD PARTY REVIEWS

REGION SCORE
Central Europe 10.77%
Canada 6.45%
Other 3.88%
Australia / New Zealand 1.40%
Western Europe 0.72%
Asia -7.98%

RECOGNISING THE THIRD PARTY REVIEWERS

REGION SCORE
Australia / New Zealand 7.23%
Canada 0.18%
Western Europe -0.83%
Central Europe -1.10%
Asia -3.19%
Other -4.26%

MINIATURES

REGION SCORE
Asia 27.58%
Central Europe 4.67%
Other 1.43%
Western Europe 1.40%
Australia / New Zealand -0.54%
Canada -1.58%

ACCESS TO THE RULEBOOK

REGION SCORE
Asia 12.49%
Canada 4.64%
Central Europe 4.15%
Australia / New Zealand 2.07%
Other -4.47%
Western Europe -5.27%

THE CREATOR HAS RUN PREVIOUS KICKSTARTERS

REGION SCORE
Asia 2.75%
Central Europe 2.75%
Canada -0.29%
Australia / New Zealand -0.37%
Other -5.80%
Western Europe -6.85%

THE CREATOR HAS A SOCIAL FOLLOWING

REGION SCORE
Asia 11.65%
Central Europe 9.57%
Western Europe 2.05%
Canada 0.75%
Other -0.06%
Australia / New Zealand -0.85%

THE GAME IS ON BOARD GAME GEEK

REGION SCORE
Central Europe 18.28%
Asia 12.03%
Australia / New Zealand 9.95%
Other 4.13%
Canada 3.22%
Western Europe 1.80%

THERE IS AN EARLY BIRD OPTION

REGION SCORE
Asia 7.15%
Australia / New Zealand 0.90%
Western Europe -0.46%
Canada -1.99%
Other -2.77%
Central Europe -13.69%

THE KS PRICE IS LESS THAN THE MSRP

REGION SCORE
Asia 7.55%
Australia / New Zealand 4.42%
Canada 1.46%
Western Europe -1.15%
Other -2.65%
Central Europe -9.12%

KICKSTARTER EXCLUSIVES

REGION SCORE
Asia 25.07%
Western Europe 3.24%
Australia / New Zealand -6.18%
Other -8.55%
Canada -9.54%
Central Europe -14.51%

PHOTOS OF PLAYTESTS

REGION SCORE
Asia 18.44%
Central Europe 5.94%
Other 1.92%
Western Europe 1.86%
Canada 0.97%
Australia / New Zealand -3.44%

INFORMATION ABOUT THE TEAM CREATING THE GAME

REGION SCORE
Asia 2.98%
Other 2.41%
Canada 0.90%
Western Europe 0.81%
Central Europe -1.19%
Australia / New Zealand -2.23%

ACCESS TO A DIGITAL PROTOTYPE

REGION SCORE
Central Europe 11.04%
Canada 1.90%
Australia / New Zealand 0.62%
Asia -1.46%
Western Europe -2.37%
Other -2.97%

It is important to keep in mind the sample sizes for this vary in size a lot, whilst the US and Western Europe have large sample sizes the other regions have much less. I think Canada (with 54) and Australia/New Zealand (with 24) are still a good sample but Asia, Central Europe and Other are fairly small.

ASIA

Overall Asia seemed to have the biggest difference of opinion to the rest of the world, with exclusives, the project video, artwork and what’s in the box being of great importance.

Miniatures were nearly 30% more important to them than the rest of the world.

CANADA

Canada was fairly mutual throughout and their views didn’t vary much from the average. They saw the detailed explanation of the game and third party reviews being much more important, with Kickstarter exclusives being much less important to them.

AUSTRALIA / NEW ZEALAND

The views from AU/NZ were a little stronger than that of Canada but still didn’t vary much from the average overall.

They view original game mechanics as being less important but seeing a game on Board Game Geek and recognising 3rd party reviews was more important to them.

WESTERN EUROPE

When first looking at the sample sizes I took the Western Europe vs United States data to be the most important, how would they compare? Are we all really looking for the same things when viewing a Kickstarter page?

Going through the different items you can see there is less than a 4% variance on most of the results, the few which vary more are:

  • Western Europe viewed “Has the creator run previous kickstarters” as 6.85% less important than the US.
  • Western Europe viewed “Access to the rulebook” as 5.27% less important than the US.
  • Western Europe viewed “The project video” as 4.76% less important than the US.

So overall I would say the views aren’t that different.

CENTRAL EUROPE

Central Europe had a few more disagreements than some of the other regions, showing a breakdown of what’s in the box, a short overview, Kickstarter exclusives and early bird options as over 10% less important than it is for the US.

With third party reviews, the creators social following, digital prototypes and the game being on Board Game Geek being much more important.

BIGGEST DIFFERENCE

Some of the stand out differences are:

  • Kickstarter exclusives are nearly 40% more important for Asia than they are for Central Europe.
  • Miniatures are nearly 30% more important for Asia than they are for Canada.
  • Photos of playtests are over 20% more important for Asia than Australia / New Zealand.

SUMMARY

There is a huge amount of data on this page and you could spend hours looking over it all wondering what it means. Perhaps if you are creating a region-specific campaign that might be valuable, if not then maybe it’s just worthwhile remembering that Kickstarter is a global platform and we all see it differently.