Meet the Games Outreach Lead at Kickstarter!

I had the privilege of interviewing Nicole Amato, the Games Outreach Lead at Kickstarter! They are a gamer and game designer themselves, which is always welcome to see in big companies!

They were able to share some insight on launching games on Kickstarter more effectively, the use of AI on campaigns, a revamped text editor, plus upcoming features that will be valuable to game content creators!

About Nicole Amato:

For our readers who may not have heard of you yet, what got you into tabletop games?

I’ve been playing tabletop games since I was a kid, starting with the usual family game nights (Pictionary and Trivial Pursuit) and moving to games with friends (Taboo and Balderdash) to games I played just out of college (Munchkin was the biggest one there!). I also started playing D&D when I was in elementary school with a group of friends - we played the Dragonlance campaigns all the way through and had a blast!


Beyond RESISTOR_ and Lazer Ryderz, can we expect any new games designed from you?

You can! I have a game with Smirk and Dagger that is unannounced, and I’m working on an RPG with 9th Level Games that I’m really excited about! I’m also writing adventures for Wet Ink’s Never Going Home and Garbage & Glory. And I have a few more that I’ve been working on with other creators!


Currently, what are your 2 personal favorite tabletop games to get to the table?

Right now, one of our favorites is Chicken by Keymaster Games, which we’ve just been having so much fun with. I also really love Flamecraft - it’s just such a chill, beautiful game.


What's your favorite game night snack?

That’s a tough one! I have a sweet tooth so I love ice cream - Jeni’s High Five Candy Bar is what’s in my freezer right now.


And lastly, what is one Kickstarter campaign you wish you had been the designer of? And why?

Just one?!?! That’s so hard to say. Most recently I’d probably have to say Panic Roll’s Townsfolk Tussle. The art direction is amazing. The game looks like it’s a blast, and the team is SO nice!


Sometimes we have over 700 games projects live at once
— Nicole Amato, Kickstarter Games Outreach Lead

About Kickstarter:

In regards to Kickstarter, what does a typical day look like for the Games Outreach Lead?

I don’t really think any day is the same for me! Some days I spend a lot of time in meetings with creators and other members of the games team, as well as members of our partnerships. My inbox is always bursting, so I also try to spend as much time getting back to those as I can! And I do spend a good amount of time looking at campaigns on the site. Sometimes we have over 700 games projects live at once, and it’s impossible to get eyes on every single one, but I do my best to see as many as possible!


You joined the KS team back in the summer of 2022. Since then, what do you think is the biggest new feature that will benefit tabletop game campaign creators?

The one I’m most excited about is our revamped text editor. The way that creators build their campaign and build their project page and their story on the back end is through this editor where you can include text, images, and rich media. Our revamped text editor, which rolled out last week, is more intuitive and efficient. The changes give creators more ways to make their project story pop and create a strong first impression with backers.

I’ve already had so many creators email me in delight when it went live, and it makes me really happy to see something that makes their lives so much easier!


If you were launching a new game on Kickstarter as a first-time creator, what new features would you utilize that weren’t available when you successfully launched yours back in 2015-2016?

This is something I think about all the time! Back then, we didn’t even consider pledge management, because we were so new to the scene that we didn’t know about - or couldn’t afford - all the tools that were available. If I ran my own Kickstarter today, I’d definitely tap into the pledge management services we offer through our partnership with PledgeManager. And I’d also look into marketing my project through the digital marketing services we offer through our partnership with Jellop


We originally connected on Facebook over a discussion about the coveted “Project We Love” tag that some games get, but others do not. You advised people to email games [at] kickstarter [dot] com to help them see through the literal mountain of new games that are launched month after month. What other pieces of advice would you give those launching their first (or umpteenth) tabletop game campaign? And how does one land in the coveted “Projects We Love” newsletter?

Make the best campaign page you can, ask us for feedback and advice (and definitely ask other experienced game designers for their feedback and advice as well!), and send it along to us so that we can pass it on to our curation/editorial team. In terms of what can help you stand out: a well-organized and readable project page with a compelling story, compelling visuals and a bold vision.


Now onto a touchy subject, do you know if Kickstarter has any plans to address the use of A.I. generated art, especially on board games? The community is seeing more and more games being made using it, while going through great strides to cover it up on their campaign so as not to raise suspicion.

Our new AI policy just went into effect August 29th. The policy was designed to address what backers and creators on Kickstarter told us they wanted most: transparency and the opportunity to be clear about how a project uses AI so that backers can make the decision on whether or not to support it. As AI technology continues to evolve and we continue conversations with our community, we’ll revisit how this policy is working and how we can iterate and strengthen it over time. 


Community Questions:

Will Kickstarter provide the email list of those who sign up to be notified of a project launch? Would they allow a second (or multiple) email call out to those who signed up to be notified of the project launch - possibly removing those emails that have pledged? [Question submitted by PJ Parent in the Board Game Design Lab Facebook Group]

No, we don’t provide email addresses for people who have signed up to be notified that your project is launching. But there are a few ways that we help creators drive interested/engaged backers to support their project. When someone clicks “Notify me on Launch” on your project’s pre-launch page, we’ll send them an email about your project when it goes live, in the last 48 hours of your funding period, and in the final 8 hours of your funding period. When someone has “Saved” your project, we also email them in the final 48 hours and final 8 hours of your campaign. It’s our way of helping you convert backers who have already signaled interest in your project into backers who will back your project. 


We’re working with the biggest gaming companies in the world to find new ways to support independent creators.
— Nicole Amato, Kickstarter Games Outreach Lead

How does Kickstarter plan to remain competitive now that other platforms have become available to game designers, such as Gamefound and BackerKit? [Question submitted by Gonzalo Javier Campana Paez in the Board Game Design Lab Facebook Group]

We’re doing a lot to improve the core needs of the creators in our community when it comes to features and functionality on the site. Quality of life improvements that will make creators’ lives easier: access to digital marketing tools, better page editors, better analytics tools, access to pledge management tools. We recognize that it takes more than just funds to bring an idea to life and we’re being thoughtful about how to create more opportunities for us to support creators across their entire creative journey.

We’re working with the biggest gaming companies in the world to find new ways to support independent creators. Our Games team is also actively working on building out digital spaces for creators to collaborate and talk directly with Kickstarter. We care about Games deeply and want it to grow, thrive, and inspire other communities to create.

Thanks so much for the interview and insight Nicole! Looking forward to many more great years of crowdfunding in the board gaming space!

  • Vaughn Reynolds