Kickstarter / Gamefound Board Game Asset Requirements


June 7, 2021

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



    221 Main Street, Suite 206 Vista, CA 92084

    (760) 691-3400

    *Note: We are working remote, so email is preferred!