I designed and self published Alpenglow including the execution of a go-to-market plan that achieved a ROAS of 8x and raised over $100k (340% of goal) in crowdfunding for the game. Currently overseeing printing, logistics, fulfillment and distribution to retail worldwide.
Waterworks Games
Alpenglow: The Ski Resort Board Game
Game Design, Product Design, GTM Strategy, Web Development2023 (Live
Go to Market Strategy
I took a chapter out of Founding Sales and Traction to design a plan to establish awareness and acquire prospective customers. I used n8n and Mailchimp to optimize ad delivery and ran concurrent A/B tests on ads, webpages, and emails in an intense 2 month period to maximize the number of email subscribers.
The website was designed to cater the playful nature of board games and to utilize the game art to bring people in. Our landing page evolved based on performance metrics and had a single call to action keeping users moving forward on their user journey towards subscription and Kickstarter purchase.
Goals:
Building a Community
I didn’t consider myself a hardcore board gamer until I started to launch the campaign. The community is full of passionate and helpful hobbiests who didn’t hold back their advice and feedback. I wanted to do the same as I joined groups including the Stumptown Gamecrafters Guild. I can be found at their weekly meetups in Portland. I’ve presented on marketing, game design, and the economics of publishing sharing stories from my journey with Alpenglow.