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How to create an engagement-friendly environment in reward-based crowdfunding? Cover

How to create an engagement-friendly environment in reward-based crowdfunding?

Central European Economic Journal
Volume 9 (2022): Issue 56 (January 2022)
By:
Open Access
|Mar 2022

Figures & Tables

Figure 1

Theoretical Model of Customer Engagement (Vivek et al., 2012)
Theoretical Model of Customer Engagement (Vivek et al., 2012)

Figure 2

Theoretical model of backer engagement (source: own model)
Theoretical model of backer engagement (source: own model)

Figure 3

Campaign end year vs campaign duration (in days) with linear trend line
Campaign end year vs campaign duration (in days) with linear trend line

Figure 4

Comments per day (during the campaign) vs the total number of backers with logarithmic trend line. (excluding campaigns two outliers – with the highest and lowest number of supporters)
Comments per day (during the campaign) vs the total number of backers with logarithmic trend line. (excluding campaigns two outliers – with the highest and lowest number of supporters)

Figure 5

Updates per day vs average pledge per backer (in USD) with logarithmic trend line
Updates per day vs average pledge per backer (in USD) with logarithmic trend line

Tactics arranged in the proposed four areas of an engagement-friendly environment

ChallengeFantasyCuriositySocial interactions

  • Stretch goals

  • Social goals

  • Voting

  • Contest

  • Storytelling

  • New add-ons

  • New rewards

  • Daily goals

  • AMA

  • Meetings live/online

  • Dedicated group

  • Social activities

Tactics’ impact on value and engagement

TacticImpact on valueImpact on engagement
Stretch goals (including social and daily goals)Increases the content or quality of the productIt is a form of challenge, reaching successive levels.Social goals increase social interactions.If the rewards for completing further goals are unknown then this affects curiosity.
VotingAllows tailoring the product to backers’ preferencesIt is a form of challenge: it allows backers to compete with others.
ContestIncreases value through content co-created by backersIt is a form of challenge: it allows backers to compete with others.If the new content is unknown, then it affects curiosity.
New add-onsNew game content that adds value to the game, often only available during the campaignMany of the add-ons do not appear until the campaign is already underway. This affects curiosity.
New rewardsNew game content that adds value to the game, often only available during the campaignIf the rewards are unknown, then this affects curiosity.
Dedicated groupThe groups are used, among other things, to exchange feedback on the game, thus correcting errors and generally improving the value of the product.This improves social interaction and a sense of shared purpose.

Summary of basic tactics founded in sample campaigns

NoTitleStretch goalsSocial goalsDaily goalsVotingContestNew add-onsNew rewardsDedicated groupOther
1Frosthavenx Xxxx x
2Kingdom Death: Monster 1.5x x xx x
3Exploding Kittensx x xx x
4THE 7th CONTINENTx X xx
5Nemesis Lockdown xX xxxx
6Tainted Grailx X xxxx
7Darkest Dungeon, the Board Gamex xxx
8Dark Souks, the Board Gamex x x
9Zombicide Green Hordex x x
10Etherfieldsx Xxxxxx
11Everdell: Newleaf, Mistwood, and the Complete Collection xxx x
12Batman: Gotham City Chroniclesx x xx
13Nemesis Board gamex x xxxx
14Rising Sunx x
15Zombicide: Black Plaguex x
16Return to Dark Towerx xxxx
17Bloodbornex x xx
18The 7th Citadelx xx x
19Massive Darkness 2: Hellscapex x xx
20Massive Darknessx xx
21Monster Hunter World: The Board Game x x x
22Trial by Trolleyxx x x
23Zombicide: 2nd Editionx
24Zombicide: Invaderxx x
25Conanx x
26Ankh: Gods of Egyptx xx
27Zombicide: Undead or Alivex x xx
28Joking Hazardxx x x
29Bears vs Babies – A Card Gamexx x x
30Here to Slayxx x x

Examples of engaged backers’ comments

TacticEngagement example
Stretch goals‘Can’t wait for the stretch goals. No hurry, no pressure: I’m just excited for the surprises!’ (Bear vs Babies)
Social goals‘YAY! One of my images was selected! Wooooo!’ (Trial by Trolley)‘Oooo, I love this! Can’t wait to design something!’ (Trial by Trolley)
Daily goals‘I do hope the Daily rewards equal the quality of other game's stretch goals: O’ (Monster Hunter World)‘Psyched for this and honestly I enjoy how their daily unlocks mimic the game. YES!’ (Monster Hunter World)
Voting‘Rusted Nomad, this creation has some human elements that fit in with the games concept.’ (Etherfields Board Game)‘My vote it for Funeral Witch. The reason being, I just suffered the loss of a beloved pet. (...)’(Etherfields Board Game)‘I really like these game Reports. They’re interesting to read and give a good impression how the gameplay could feel...what decisions the players have to handle with. I’m really excited for the next reports and how the decisions may change during the game. :)(Ankh: Gods of Egypt)
Contest‘Wow, wasn’t expecting results so soon. Over 250 submissions on the scenario design contest! Have you been evaluating things as they got posted, or do you have a very long week ahead of you?: O’ (Frosthaven)
New add-ons‘The only thing that makes me sad about this campaign is that the game won’t hit my table for over a year.’ (Return to Dark Tower)
New rewards‘I would love to see a truly all-in-gameplay without the miniature pack. It would be amazing if you could add this option, with corrected math ;)Either way, you guys do an incredible job. Simply stunning!Keep it up and thank you so much’ (Tainted Grail)
Dedicated group‘Please vote here and let's us delve Tainted Grails lore together with the LOCATION JOURNAL this addition will add huge immersion and replayability https://boardgamegeek.com/article/30724648#30724648’ (Tainted Grail)
Other‘I’ve supported plenty of KS campaigns but this have been the most entertaining one so far! You guys did something amazing and, if I had this fun just with the campaign, I cannot wait to play the game! Thanks for the ride!’ (Trial By Trolley)‘Yet another reason Exploding Kittens and the team behind it is so PAW-some. (See what I did there.) Not only are they celebrating how great we all are as backers (yeah, I went there) but getting us off our duffs to support animal shelters and their dedicated volunteers/staff too?! I literally can’t even. YAYEXPLODINGKITTENS!!!!! If I wasn’t working today I’d have on my party pants, but in lieu of that, I think it's time to find a rescue group to volunteer with ... you know, to help keep the kittens intact.’ (Exploding Kittens)‘Wow, what a lot of backers and money... I’m glad I backed this game. It gonna be great.’(Etherfields Board Game)‘I have just backed the project (was on vacation), but I would like to add some idea about new character (I know that has been decided already, but maybe there will be another one, or AR will re-evaluate existing ones). (...)Hope our community (along with AR) will find it interesting :)’ (Nemesis Lockdown)

Summary of basic information about sample campaigns’ performance

NoTitleCreatorBeginning of campaignEnd of campaignUpdates (during campaign)BackersComments per day (during campaign)Pledge level
1FrosthavenIsaac Childres31.03.202001.05.20203383,193446$ 12,969,608
2Kingdom Death: Monster 1.5Kingdom Death25.11.201608.01.20175019,2643491$ 12,393,139
3Exploding KittensExploding Kittens20.01.201520.02.201515219,3821,845$ 8,782,571
4THE 7th CONTINENTSerious Poulp26.09.201719.10.20175443,7331,184$ 7,072,757
5Nemesis LockdownAwaken Realms28.05.202018.06.20201141,907972£ 5,174,153
6Tainted GrailAwaken Realms5.12.201928.12.20192341,9391,782£ 4,940,030
7Darkest Dungeon The Board GameMythic Games, Inc.20.10.202006.11.20206228,842731$ 5,657,479
8Dark Souks The Board GameSteamforged Games Ltd19.04.201616.05.20166331,1782,519£ 3,771,474
9Zombicide Green HordeCMON30.05.201728.06.20175127,2363,548$ 5,004,614
10EtherfieldsAwaken Realms16.06.201908.08.20192232,582981£ 3,974,362
11Everdell: Newleaf, Mistwood, and The Complete CollectionStarling Games09.03.202125.03.20211231,463604$ 4,831,975
12Batman: Gotham City ChroniclesMonolith Board Games LLC27.02.201831.03.20187419,3031,429$ 4,403,197
13Nemesis Board gameAwaken Realms17.01.201807.02.20182330,5531,482£ 3,080,833
14Rising SunCMON07.03.201704.04.20173631,2621,083$ 4,228,060
15Zombicide: Black PlagueCMON08.06.201507.07.20154920,915N/A$ 4,079,204
16Return to Dark TowerRestoration Games14.01.202004.02.20201523,661381$ 4,054,744
17BloodborneCMON23.04.201914.05.20195723,9861,593$ 4,013,731
18The 7th CitadelSerious Poulp22.09.202015.10.20204333,353349€ 3,289,904
19Massive Darkness 2: HellscapeCMON04.08.202026.08.20206321,7632,243$ 3,813,274
20Massive DarknessCMON07.06.201608.07.20165422,3612,353$ 3,560,642
21Monster Hunter World: The Board GameSteamforged Games Ltd20.04.202130.04.20212320,398387£ 3,448,262
22Trial by TrolleyCyanide And Happiness08.07.201908.08.20193055,024115$ 3,538,065
23Zombicide: 2nd EditionCMON16.10.20197.11.20197221,7351,639$ 3,410,084
24Zombicide: InvaderCMON10.04.201804.05.20186018,4862,087$ 3,352,208
25ConanMonolith Board Games LLC12.01.201511.02.20159416 0381,134$ 3,327,757
26Ankh: Gods of EgyptCMON14.04.202005.05.20204123,3861,494$ 3,320,196
27Zombicide: Undead or AliveCMON17.02.202111.03.2021852,1161,540$ 3,310,872
28Joking HazardCyanide And Happiness09.02.201610.03.20162963,75861$ 3,246 588
29Bears vs Babies - A Card GameExploding Kittens18.10.201618.11.20161185,581400$ 3,215,679
30Here to SlayRamy Badie21.01.202011.02.20202338,922463$ 3,077,536
DOI: https://doi.org/10.2478/ceej-2022-0003 | Journal eISSN: 2543-6821 | Journal ISSN: 2544-9001
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Language: English
Page range: 38 - 55
Published on: Mar 1, 2022
Published by: Faculty of Economic Sciences, University of Warsaw
In partnership with: Paradigm Publishing Services
Publication frequency: 1 times per year
Keywords:
crowdfunding,
entrepreneurship,
involvement,
crowdsourcing,
engagement
Related subjects:
Business and economics,
Political economics,
Economic theory, systems and structures,
Microeconomics,
Macroeconomics,
Economic policy

© 2022 Marcin Bielicki, Rafał Rydzewski, published by Faculty of Economic Sciences, University of Warsaw
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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