Tumblbug Launch Strategist

Plan successful Tumblbug crowdfunding campaigns for indie games based on proven Korean success cases.

Purpose

This skill provides crowdfunding strategies for:

• Tumblbug project page design
• Reward tier structure optimization
• 90-day pre-launch marketing plan
• Community building (Discord, social media)
• Crisis management (slow funding, negative feedback)

When to Use This Skill

Use this skill when:

• Planning Tumblbug crowdfunding campaign for games
• Designing reward tiers and pricing
• Creating pre-launch marketing strategy
• Building beta tester community
• Responding to funding challenges

Success Case Analysis

Skul (2021): 72M KRW

Key Success Factors:

• 70-80% game completion before funding
• Demo version provided (transparency)
• Clear development timeline
• Active community engagement
• Streamer marketing (YouTube/Twitch)

Funding Pattern:

• Day 1: 30% of total
• Week 1: 60% of total
• Final week: Remaining 40%

Sannabi (2024): 143M KRW

Key Success Factors:

• Existing IP (game already successful on Steam)
• Premium goods strategy (70% chose high-tier rewards)
• Average pledge: 97,800 KRW (vs 15,000 KRW for new games)
• Community demand (proven fanbase)

Lesson: IP matters enormously (10× multiplier)

Typical New Game: 3-8M KRW

Realistic Targets for first-time developers:

• Goal: 10-20M KRW (conservative)
• Expected: 15-30M KRW if executed well
• Outlier: 50M+ KRW (requires viral moment)

Reward Tier Design

Optimal Structure (5 tiers)

Tier	Price	Content	Margin	Expected Sales
Early Bird	8,000 KRW	Game access (20% discount)	100%	100 (sell out)
Standard	10,000 KRW	Game access	100%	500
Premium	15,000 KRW	Game + artbook + OST	95%	300
Supporter	18,000 KRW	Premium + credit name	95%	80
Collector	30,000 KRW	All + dev commentary	90%	20

Revenue Calculation:

100 × 8,000 = 800,000
500 × 10,000 = 5,000,000
300 × 15,000 = 4,500,000
80 × 18,000 = 1,440,000
20 × 30,000 = 600,000

Total: 12,340,000 KRW (1,000 backers)
Platform fee (8%): -987,200
Net: 11,352,800 KRW

Avg pledge: 12,340 KRW (healthy for digital game)

Reward Design Principles

✅ Do:

• Offer digital-only rewards (no shipping costs)
• Include "supporter" tier (pay more to support)
• Limit early bird (creates urgency)
• Make Standard tier attractive (most sales)

❌ Don't:

• Promise physical goods (shipping nightmare)
• Make tiers confusing (too many options)
• Undervalue base tier (devalues game)
• Over-promise (delay/cancellation risk)

90-Day Marketing Plan

Phase 1: Pre-Campaign (D-90 to D-30)

Goal: Build 300-person community

Week -12 to -8: Foundation
- [ ] Create Discord server (channels: announcements, feedback, general)
- [ ] Open social media (Instagram, Twitter, TikTok)
- [ ] Post dev logs (2-3× per week)
- [ ] Recruit beta testers (50 people)
- Target: 100 Discord members

Week -7 to -4: Content Creation
- [ ] Record gameplay video (30-60 sec teaser)
- [ ] Create hero image (1920×1080)
- [ ] Write project description (2,000 words)
- [ ] Design reward tiers
- [ ] Prepare FAQ (10+ questions)
- Target: 200 Discord members

Week -3 to -1: Teaser Campaign
- [ ] Release teaser video (TikTok, YouTube)
- [ ] Influencer outreach (3-5 game streamers)
- [ ] "Coming soon" on Tumblbug
- [ ] Email list signup (embedded in demo)
- Target: 300 Discord members, 500 email signups

Phase 2: Campaign Launch (D-Day to D+30)

Day 1 (Critical):

Timeline:
00:00 - Campaign goes live (midnight for early birds)
06:00 - Team social media blast (all channels)
09:00 - Influencer wave 1 (YouTube streamers)
12:00 - Discord live Q&A (dev team)
18:00 - Influencer wave 2 (post-work audience)
21:00 - Day 1 progress update ("4 hours, 5M raised!")
23:59 - Day 1 wrap-up (thank backers, set Week 1 goal)

Target: 30-40% of goal (6-8M KRW for 20M goal)

Week 1:

• Daily updates (progress, dev logs, backer thanks)
• Engage all comments within 2 hours
• Influencer wave 3-5 (extend reach)
• Target: 50% of goal (10M KRW)

Week 2-3:

• 2-3 updates per week
• Community events (fan art contest, Q&A sessions)
• Press releases to gaming media
• Target: 80% of goal (16M KRW)

Week 4:

• Daily countdown ("7 days left!", "3 days left!")
• Final push marketing
• Unlock stretch goals if exceeded 100%
• Target: 100%+ of goal (20M+ KRW)

Phase 3: Post-Campaign (D+30 onwards)

Week 1-2 after close:

• Thank you video (dev team)
• Backer survey (feature preferences)
• Development timeline update

Week 3-12 (Development):

• Weekly dev log (Friday)
• Monthly newsletter (email)
• Backer-exclusive beta access

Community Building

Discord Server Structure

📢 Announcements (read-only)
   - Campaign updates
   - Dev milestones

💬 General Chat
   - Backer discussion
   - Questions

🎮 Beta Testing
   - Test feedback
   - Bug reports

🎨 Fan Creations
   - Fan art, theories
   - Community engagement

❓ FAQ
   - Pinned answers

Management: Respond within 24 hours, pin important Q&A

Social Media Strategy

Platform	Content Type	Frequency	Target Metric
TikTok	15-sec gameplay clips	3-5×/week	1,000 followers
Instagram	Screenshots, character art	3×/week	500 followers
Twitter/X	Dev updates, GIFs	Daily	300 followers
YouTube	Dev vlogs, trailers	1×/week	200 subscribers

Content Calendar in references/social-media-calendar.md.

Crisis Response Protocols

Scenario 1: Slow Funding (<30% by Week 1)

Response:

Immediate (24 hours):
- [ ] Analyze traffic sources (where are backers from?)
- [ ] Additional early bird release (50 slots)
- [ ] Flash sale (10% extra discount for 48 hours)
- [ ] Influencer emergency outreach (pay if needed)

Week 2:
- [ ] Adjust goal (if too ambitious)
- [ ] Revise rewards (make Standard more attractive)
- [ ] Major promotional push (paid ads)

Scenario 2: Negative Feedback

Response Template:

"[Backer name]님, 소중한 의견 감사합니다!

[지적하신 문제]에 대해 [구체적 대응 방안]을 진행하고 있습니다.

[개선 전후 비교 이미지/영상]

앞으로도 피드백 부탁드립니다!"

Key Principles:

• Respond within 24 hours
• Never defensive
• Show concrete action (not just words)
• Update progress publicly

Scenario 3: Development Delay

Response:

Transparency (immediate announcement):
- Explain delay reason honestly
- Provide new timeline
- Offer compensation (extra DLC, beta access)
- Allow refunds (no questions asked)

Rebuild Trust:
- Weekly dev logs (prove work continues)
- Backer-exclusive content
- Prioritize quality over speed

Tumblbug Project Page Template

Structure (see references/project-page-template.md for full version):

1. Hero Section (first impression)

   • Hero image (1920×1080, dramatic scene)
   • 30-60 sec video (hook + gameplay + CTA)
   • One-sentence pitch

2. Story Section (emotional connection)

   • "Who was killed? Why should you care?"
   • Victim backstory (humanize)
   • Stakes (what happens if truth hidden?)

3. Features Section (value proposition)

   • AI NPC dialogue
   • 3-act structure
   • 5 endings
   • Mobile optimized

4. Demo Section (trust building)

   • Playable web demo link
   • Gameplay video (3 min)
   • Screenshot gallery (10 images)

5. Team Section (credibility)

   • Developer bio
   • Previous work
   • Development progress (70%+ recommended)

6. Timeline Section (transparency)

   • Funding period
   • Development phases
   • Expected delivery date
   • Risk mitigation

7. FAQ Section (objection handling)

   • "What if funding fails?"
   • "When will I receive the game?"
   • "Can I play on mobile?"
   • "Is it in English?"

Budget Allocation

For 20M KRW Campaign:

Item	Cost	%
Platform fee (8%)	1,600,000	8%
Digital rewards (artbook, OST)	800,000	4%
Marketing (influencers, ads)	2,000,000	10%
Development (Act 3 completion)	3,000,000	15%
Taxes (income tax est.)	2,000,000	10%
Reserve	1,600,000	8%
Net profit	9,000,000	45%

Healthy campaign: 45-55% net profit margin

Success Metrics

Funding Phase:

• Day 1: 30% funded (6M KRW)
• Week 1: 50% funded (10M KRW)
• Week 2-3: 80% funded (16M KRW)
• Final week: 100%+ funded (20M+ KRW)
• Total backers: 800-1,500 people
• Avg pledge: 13,000-15,000 KRW

Post-Funding:

• Update frequency: Weekly minimum
• Response time: <24 hours
• Delivery on time: 95%+ (late = trust damage)
• Final rating: 4.5+/5 stars

Resources

Templates: references/project-page-template.md - Complete Tumblbug page Rewards: references/reward-tier-templates.md - 10 pricing strategies Marketing: references/90-day-marketing-plan.md - Day-by-day calendar Crisis: references/crisis-response-playbook.md - 10 scenarios + responses Budget: references/budget-calculator.md - Spreadsheet template

Success Criteria

Successful Tumblbug campaign should:

• ✅ Reach 100% funding (20M KRW minimum)
• ✅ Build 300+ community members pre-launch
• ✅ Achieve 30% funding in first 24 hours
• ✅ Maintain 4.5+ backer satisfaction
• ✅ Deliver rewards on time (no delays)
• ✅ Build email list (500+ for future launches)
• ✅ Create reusable marketing assets (for Steam launch)
• ✅ Establish brand (foundation for sequel games)

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Version: 1.0 Last Updated: 2025-01-04 Author: Crowdfunding Strategy Specialist