A few weeks ago, I learned about a new game via a podcast. I then saw several people post photos from the publisher on Instagram after the game’s crowdfunding project launched. The price was quite high, though, so I didn’t back it at first. For several days after that, I found myself drawn into early reviews of the game and interviews with the creator. I finally admitted to myself that I was fascinated by the game despite the price, and I backed it.

This isn’t the first time that repetition has resulted in a purchase for me, and it won’t be the last. It’s not just games: I’ve experienced the impact of repetition with books, movies, TV shows, music, and other forms of media too. If I repeatedly hear people talking about a specific piece of media, I’m much more likely to investigate further and give it a try.

Here are a few ways I try to create this type of repetition at Stonemaier Games for potential customers:

daily design diaries: Whenever I reveal a new product, I do so day by day for 7-10 days, focusing on a different element every day. You can see this on my recent Tapestry: Arts & Architecture posts. I’ve seen other creators do this week to week or even month to month.
project updates: Back in my Kickstarter days, the project updates themselves served as a way to keep the product on people’s minds during the campaign. It’s one of the reasons I still think a foot-in-the-door pledge level (or Gamefound’s “follow” feature) is really impactful for backers who are on the fence.
interviews: I have general rule that I’m happy to say yes to every interview offer, as each appearance on a blog, podcast, or Youtube channel is an opportunity to connect with a few more people (or the same people multiple times).
reviews: In the tabletop game industry, reviews are probably the biggest way that we create this sense of repetition. Publishers don’t control when reviewers post their thoughts, so the repetition is more sporadic, but that’s why I send out review copies in waves over many months and years.
social media: When I scroll through Instagram and see the same game photographed and discussed in several ways by multiple people, I’m intrigued to learn more. Creators can boost these posts by adding them to their stories, and I occasionally post about Stonemaier products too.
community: As powerful as external repetition is, I think internal repetition can be just as powerful. Check out the constant chatter in the Scythe and Wingspan Facebook groups–I think that level of engagement draws people into those communities and makes them excited to get those games to the table.
internal variety: Some of the above approaches are somewhat out of my control–I can tell the media that I’m happy to join them for a chat at any time, but that doesn’t mean they’ll take me up on it. But for the elements I can control, I try to mention our games on various media to create that sense of repetition. The focus here is the variety–YouTube, Instagram, this blog, BoardGameGeek, Facebook page & groups, etc. I try to space things out so it isn’t a giant wave one day and nothing the next.

When have you seen the impact of repetition as a consumer or creator?


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