Board Game Marketing Posts

Kickstarter / Gamefound Board Game Asset Requirements

From our experience, there are several kinds of assets that perform very well as Facebook board game ads.

Please see our following requirements:


  • 1080×1080 [Required]
  • Any large image that we can crop [no max resolution]
  • .jpg
  • Without Kickstarter / Gamefound insignias or logos
  • Without overlaid text on the image itself (apart from game logos)


  • 1920×1080 [Horizontal video – for desktop users]
  • 1080×1920 [Vertical video – for Facebook stories]
  • 1080×1080 [Square video – for mobile users]
  • Length: 10-30s
  • Loopable preferred (can reply seamlessly) 
  • Animated subtitles preferred (if your video has voice over / talking head)
  • Format H.264 (.mp4 / .mov)
  • Bitrate: Target 12Mbps, Variable Bit Rate (VBR) 1 pass
  • Framerate: 30fps
  • Audio: Stereo AAC @44,100Hz

Quantity Is Greater Than Quality 

We start your Facebook advertising using Dynamic Ads, which allows Facebook to test variations of assets against variations of copy at a rapid rate.

This allows us to quickly figure out which image/text combination is working the best.

As a result, it is always better to send us too much than too little as we curate the best performers using this system.

Often the counter initiative assets perform the best.

High Performing Image Examples

Box & Game Components

Either a 3D rendering or a photograph of your game box with some unique components around the base usually performs well.

Box Art

The box art can make a great ad or an art image that captures the theme or energy of your game.

The Less Polished iPhone Snapshot 

These “less polished” images tend to perform well because they don’t look like ads.

This could include any images of playtesting. Reactions work best.

The Purpose of Your Facebook Ads / Landing Page

Your ads and landing page are not designed to educate the customer about your product but rather to build intrigue.

  • The Facebook ad as one objective – Get relevant people to your landing page
  • Your landing page has one objective – capture an email 

Once this is done, it is through email marketing/social media engagement that you will dispense information about your product/answer questions. 

Leveraging Social Media With A/B Testing

A good place to start would be looking at the engagement of your existing social media posts. For example, an image on Instagram with a lot of heart reactions could make a good ad.

You can also ask your community or other communities which images they like best before sending us assets. This is a good way to know which image is likely to perform better without spending any money on ads!

 Example Facebook Group Post:

“I’m about to run some Facebook ads for my new board game! In your opinion, which image is better and why? Thanks!”

More Resources

Board Game Marketing Posts

2 Essential Concepts That You Need In Facebook Ads

TLDR – Redundancy & Inception

When it comes to the subject of the actual text we use in Facebook Ads, I frequently battle against my own clients’ preconceived notions about what needs to be there and what can be cut.

After all, as a board game publisher, one of their primary roles is to cut excess fluff so the fun shines through, free of any element that detracts from the core experience.

While you want to eliminate distraction from your end user in a board game, the primary goal of an ad is distraction of the end user.

I need to distract you from your browsing of Facebook or wherever else with my ad. I want you to stop what you’re doing and read my ad, then click on my ad, then sign up for the email list, and on it goes as you fall deeper into my evil clutches when you spend $90 on my client’s latest Kickstarter project!

The image/video’s purpose is what I call the SHINY ROCK philosophy — also known as something that grabs your attention — but it is the ad text that combines with the creative image to generate interest in your mind as to what more lay behind that link.

(If you need some examples of Facebook ads that converted well, I recently wrote an article showcasing some of my clients’ top performing Facebook ads[Link Here]) Let’s get into these two elements, and why they are so important to your success!


Redundancy is when you repeat yourself, and it is important to repeat yourself.

Let me illustrate with an example of a recent client’s ad (on the left).

In case you don’t see the redundancies, here are the things that are repeated multiple times: The “Call to Action” 4x– 3 different calls, repeated 4 times total (Crush your opponent, Check Out Thrones, Learn More x2)

The Game’s Name 3x

Thrones is repeated 3 times (the advertiser name at the top, the primary text above the image, and the headline below the image)

Kickstarter 2x

– Kickstarter is repeated 2x (the vanity URL and the headline)

Why is redundancy important?

Redundancy is when you repeat yourself, and it is important to repeat yourself.

If you fail to repeat yourself, I might miss your call to action, your game’s name, or other important details that are important for part 2…

When a user reads the text that surrounds this glorious image, it provides important context to the image and creates interest in what lay beyond the click of the mouse.

It might be interesting, but sometimes I don’t have time to indulge that interest right now. Other times, I see an interesting ad, but I miss the very bold “Learn More” button (because I’m very busy spying on my Facebook friends and lurking in my Facebook groups).

The only chance you have of me remembering you without paying more for me to see your ad again is through a clever use of redundancy. The difference between an ad that uses redundancies can be as much as a 50% lower cost per click (from $0.30 to $0.20 for example). That number is a massive boost to your effective budget in your ad. That number means you create 50% more money out of thin air that you get to spend on ads. Don’t neglect redundancy. Don’t neglect redundancy.


Inception is when you tell your audience what they should think about a particular topic.

This term is a reference to that epic movie starring Leonardo Dicaprio, where he enters the subconscious mind to plant an idea that his “victim” will later agree with or act upon in a favorable manner.

Let me illustrate with a slightly altered example of that same ad from before (on the left).

There is only one subtle use of “inception” in this ad. Can you find it?

If you thought it was the on-the-nose “Game of Thrones” reference, you missed it!

The only use of this concept is the term “beautiful.”

Why is Inception important?

Beauty, as they say, is in the eye of the beholder. My reader is beholding my ad, so… (I know what you’re probably thinking — “I disagree!” Hold that objection for now, and let me address that later)

The phenomenon of “groupthink” is so powerful. We will agree with something if an influencer or group of peers agrees, as long as that thing isn’t against our fundamental beliefs. Often times, we are actively forming opinions about new things.

You need to help your audience form the right opinion! But be careful, because you can utterly botch this — it’s time to address the reader’s objection of… “I disagree.”

You might be disagreeing with my ad, because I went to great lengths to point out my attempt at inception to you. After all, I wrote an entire blog post on this and you’re reading it.

(…this is a great blog post that you want to share, by the way…)

If you’re still with me, pay attention to this: People like to disagree.

If you say something that can be argued with, you’re going to get argued with.

Most of the time, the objection may never come out in a comment. The objection will happen in the mind of the reader, and they will stop reading your ad.

Therefore, it is important to make statements that people should agree with, stopping just short of things that you *want* them to agree with…

…regardless of if the statement in question is true or not.

Several game-specific examples of things I disagree with all the time (whether or not they’re true):

“…a revolutionary/incredible/amazing/epic game…”

“…new mechanics…”

“…infinite replayability…”

90% of this can be summed up in the following statement: Be careful of the adjectives you use, but a creative use of descriptive words will improve your ad performance!


I hope you enjoyed this article! Please leave a comment with your #1 takeaway, and feel free to ask a follow-up question! Chances are that if you would benefit from the answer, others would as well.

If you’re looking for a marketing guy for your next Kickstarter project, view our Kickstarter Marketing page for details.

Board Game Marketing Posts

5 Pre-Kickstarter Board Game Facebook Ads With Great Conversion Rates

While the fundamentals of marketing don’t often change, the medium for effectively delivering a marketing message does. Facebook Ads are a mystery to many, but one thing is certain: They must work, because tons of people are using them.

I am one of those people that makes a living doing this — I have run Facebook Ads for dozens of industries, and specialize in Facebook Ads for board game Kickstarter projects.

One of my favorite things about the board game industry is that creators are very altruistic — people help each other, because that is the right thing to do!

This article is the first in a series of board game marketing articles, and probably the tip of the iceberg that I will no doubt produce over the years I work as a marketer in this industry and design board games on the side.

In the famous words of Earl Nightingale, “You become what you think about.”

Things You Need To Know First

Before you review the ads, know that there are actually 3 parts to this equation (to get an email signup): The ad, the audience, and the landing page.

The core of a great marketing campaign before a Kickstarter launch is your landing page. Without a great landing page to capture someone’s email address, you’re not going to get results.

The problem with landing pages is that they disappear once the campaign is live, so there aren’t many great examples that stay live (fortunately, I design them often, and will share examples of landing pages with great conversion rates in a future post).

The audience needs to be interested in the sort of product you’re selling. If you’re sending the right message to the wrong audience, your ad will seem like a dud.

My source for conversions is when a website visitor gives me an e-mail address. I never use Facebook Lead Ads, because I am not just looking for an email… I want to feed information to an interested person to get them excited about the project. I’ll also cover what system helps us do this, which I call the “virtuous cycle,” in a future blog post, but you can listen to me discuss this on a podcast here.

Furthermore, things that matter change a bit after a campaign goes live (mainly because the landing page changes to Kickstarter, campaign goals change from email signup to backing your project on Kickstarter, and the ability to track stats change due to Kickstarter not allowing Facebook to track data on their platform. That is a whole other can of worms we’ll address in small parts later, but what I can say is that the information you’re about to read translates very well to what works post-Kickstarter launch!

Lastly, there are benchmark figures you should be looking for that mean an ad does well or poorly. I will definitely cover this in a future post as well, but you can listen to me discuss some of these numbers on a podcast here!

So without further ado, here are 5 ads that I have developed that are very effective for their respective campaigns along with why I think they were effective:

Example 1: Die! In The Dungeon

The audience:

Board gamers that are also interested in RPGs.

Result summary:

This ad raised 491 email subscribers for $1.55 per lead average. The campaign funded over $73,000 CAD.

What the ad did well:

RPG players absolutely love beholders. I cannot think of a more iconic character in all of D&D to use in an ad, so my angle was to relate the monster that everyone knows to how the game is played. We also made a clever use of puns that were complemented with highly relevant emojis in the ad text. I almost always use emojis!

Key takeaway:

Relate your ad to something that people already know and love.

Example 2: Backwoods

The audience:

Board gamers interested in Outdoor Activities.

Result summary:

This ad raised 286 email subscribers for $1.70 per lead average over 5 days.

What the ad did well:

Of all the ads I have designed, this one probably pulls people into the theme better than any of them. In order to really get into a theme, a player needs to know who they are, and why they are doing this” (aka what is motivating their characters in the game). In addition, the ad makes clear who would like this — co-op players that enjoy survival games.

Key takeaway:

Highly thematic text that explains the “hook” of the game combined with a simple explanation of game mechanics is a powerful combo!

Example 3: Ascension Tactics

The audience:

Board gamers that are also interested in minis, collectible card games, and other related interests.

Result summary:

This ad raised 411 e-mail subscribers for $0.61 per lead average.

What the ad did well:

We kept the message simple, and relied on introducing a new twist on a well-known franchise to an existing fanbase. We used many variations of images and text, but this was our top performer by far. People knew that logo, and when we kept the message all about the brand, we performed better than when we made it about the components, the art, or the mechanics.

Key takeaway:

Don’t be afraid to let the audience fill in the gaps of how the game actually works. Lead with a teaser, and let the reader’s imagination do the rest of the work!

Example 4: Deliverance

The audience:

Board gamers that are also Christians of any denomination.

Result summary:

This ad raised 537 e-mail subscribers for $0.94 per lead average.

What the ad did well:

The focus on one of the primary characters kept the ad simple to understand and focused on showing theme. Other tests showed equivalent value when using other characters as long as they were zoomed in. This also used “introduction” language like Example #3 above, but is unfamiliar as it is a new product. The appeal of the ad was all about the theme, which is quite unique among board games.

Key takeaway:

Don’t be afraid to target very specific niches with your ad text. When doing this, make sure your audience lines up with your message!

Example 5: Protectors of the Rainbow

The audience:

Board gamers with families that are interested in Unicorns.

Result summary:

This ad raised 393 e-mail subscribers for $1.89 per lead average.

What the ad did well:

While we had other ads that performed even better, I wanted to focus on what this ad did very well that you should take not about — we actually lead with creative emojis. The text took advantage of a very popular culture phenomenon, which is Unicorns, and was rewarded well for it.

Key takeaway:

You should always try an ad creative that is dominated by emojis. Browse for ideas!

BONUS: Deliverance (Revisited)

The audience:

Secular board gamers (as opposed to “Christians” in the first Deliverance example).

Result summary:

This ad raised 457 email subscribers for $1.03 per lead average.

What the ad did well:

This ad also focused on a primary character in the game, but the different image performed especially well when tested with secular audiences. The appeal of the ad was all about the theme, which is quite unique among board games.

Key takeaway:

Make sure to test ads using different images with different customer groups, because each ad creative will often appeal to one group more than another!


I hope you enjoyed this article! Please leave a comment with your #1 takeaway, and feel free to ask a follow-up question! Chances are if you would benefit from the answer, others would as well. 

If you’re looking for a Facebook ad guy for your next Kickstarter project, view our Kickstarter Marketing page for details.