Woohoo!

This is cool...

Just played an awesome puzzle game, Doctor Esker's Notebook from Plankton Games . Full review to come soon. You can find it here. https://t.co/xotXbuT120 pic.twitter.com/BLADPOAmje

— Opinionated Gamers (@OpinionatedGmrs) February 14, 2019

On the efficacy of Facebook ads

Here are the results from my ad campaign. It ran for about ten days.

So, did it work? Well, assuming Facebook isn't just making up numbers, they showed my ads 129,118 times to 31,662 people. Some people must have seen them a lot more than once, so I guess I'm kind of the MeUndies of puzzle card games. That's a lot of potential views. However, there were only 37 clicks on the ad, which is a fraction of a percent of the people who saw it.

Was it worth it? Well, I spent a little over $50, which means that I need to sell six games to cover the costs. I likely didn't. At this point, I have sold about eight games to people to whom I don't have a known personal connection. All but one of those were on Amazon, which wasn't where Facebook pointed. So, I can't possibly have made back my investment, unless all eight of these sales came from Facebook click-throughs that somehow ended up on Amazon, which is really unlikely. It's far more likely that I have zero sales from Facebook. My Google Analytics aren't really robust enough to track sales yet, because I handle the transactions on my site through PayPal, and I lose the thread of connectivity once they go shopping. I'm working on that, but it isn't really an issue with only one PayPal sale so far that I don't know the source for.

Caveats:

• People may have seen the ad, become interested, but intend to buy later.
• People may have seen the ad, stored a scrap of brand awareness in their subconscious memories, and have a vague positive association if they encounter it later.

Conclusion: 

For me, Facebook ads seem to have a return on investment value near zero.

Jury's still out on Google ads (the numbers are a lot lower), but I suspect it's similar. My guess at this point is that most of the sales for which I don't know the origin come from Amazon searches.

Fixing errors

Here's what fixing a printing error looks like. This is four cases of 11 games each laid out with the eleven cards I needed to replace in each box next to them. This set took me about an hour and fifteen minutes. I did 12 cases total today (132 games) for a total of about four hours work. The hardest task is cutting the shrinkwrap carefully on each box, although opening each box and finding and replacing the badly printed cards takes some time too. I elected not to invest the time or money in re-shrinkwrapping. No complaints so far, but I imagine if I sold in game stores I might need to rewrap them.

I really wish I didn't face this problem, but it's not insurmountable. In about four hours work today, I fixed about 12% of my print run. I have 79% of the print run (860 games) left to fix, so another 27 or so hours of boring labor to get them all done.

Esker net revenue so far

I'm going to add a graph here for folks interested in the business of self-publishing a game. I'll update this over the next year or so as the project continues.

The graph here shows all my expenses to date (all the stuff below zero) and all my net revenue from sales (the stuff above zero). The sales income already has the fees deducted (for sales on my site, that's credit card processing and shipping; for sales on Amazon, that's their fees). I'll break even when the stuff above the line matches the stuff below the line.

Note that the dates here aren't evenly spaced, so while time advances to the right, its speed isn't even. The net revenue (income minus expenses) figure now is -$3,109, so I have a lot of ground to cover to break even. Here's a representation of that.

At my current price of $14.99, which is the same on my site and on Amazon, I net the following:

PlanktonGames.com: about $10.99
Amazon.com: $9.54

In both places, the shipping is free to customers, meaning that I pay for it. Initially, I was going to charge shipping on my site, but I changed it once I learned that even non-Prime Amazon sales had shipping included when you do fulfillment by Amazon. I thought (a) people might resent the extra shipping charge, since folks are getting used to free shipping, and (b) it was nice to have the same price on my site and Amazon.

At those prices, I'll need to sell a bit more than 300 more games to break even, although I'll obviously incur more expenses as I go if I continue to do advertising, send out review copies, and run into other stuff such as NC sales tax.

Board Game Geek Listing for Dr. Esker's Notebook

I got approved and listed on Boardgamegeek.com:

Doctor Esker's Notebook on BGG

Still waiting on approval for the game images, although they've approved one of my videos. Getting there.

I also listed the game on the Geek Market within BGG - we'll see if that goes anywhere.

Videos for Doctor Esker's Notebook

I've created two short videos showing the game. That was fun - lots of filming and editing and learning new software.

The first video here is a sample puzzle (not one from the game, just one that's similar to the game's puzzles to show how it works).

I did that one straight and to the point. I worry that it might be a little dull, but it definitely shows what the game is like.

The other one I did more creatively. I imagined two game podcasters, both aliens, doing an unboxing video for my game. I really don't know if this is a good idea, but I had a lot of fun with it.

Doctor Esker's Notebook: One week in

OK, I've had a published game out there for one week. Yay! Here are some numbers:

• I started with 1080 copies; I've sold 24. 
• After shipping (which I'm offering free and covering from sales revenue) and payment processing fees, I've cleared about $220 in net revenue. I'll owe a little bit of North Carolina sales tax on in-state sales.
• Of the 24 sales, at least 22 are to people who have a personal connection to me. One of them I don't have a name for yet, and one of them (purchased on Amazon) seems to have found me in another way, but I don't know how. 
• I really need to expand my sales beyond just people who know me, because I don't have 1080 friends.
• I've spent about $3300 on this so far, as broken down in the chart here:
• That comes to about $3 per game in costs. After the selling and fulfillment fees on Amazon (I'm having them ship the product), I clear about $7.50 per game. For the ones I've sold on my site via PayPal and shipped myself, I clear a little under $10 per game. So, I have to sell somewhere between 500-700 of my print run to make back what I've spent so far. 
• I've done small ad campaigns with Facebook affinity ads and Google search ads directed to my site. They've both produced about the same (small) number of clicks, but Facebook has about 400 times the impressions (showings) as Google. That suggests that Google search results are much more efficient (i.e. clickable) than  Facebook ads. Neither of them have (as far as I can tell) resulted in any sales. Not sure I'll continue with those.
• Board Game Geek's minimum ad package is $500, which would mean it would have to produce at least 50 sales to pay for itself. If reports from Kickstarter campaigns (which don't even have real games yet) who've advertised on BGG can be believed, that might be possible.
• I do have a bit of a secret weapon, although I have no idea how strong it is. Although I no longer have an ownership stake in the Snood corporation, my partner there has said he would be amenable to advertising Doctor Esker's Notebook to their mailing list. The audience between Snood and a puzzle card game probably doesn't have a strong overlap, but it might have some, and there may be some residual Snood customer goodwill there.
• I've sent the game out to several reviewers. I'm hoping to get some reviews up, either from those review sites, or from Amazon customers, or Board Game Geek users, before I do too much more marketing, because right now, there is no way for a potential buyer to know if the game is any good or not.

I'll update more later, but it's been a really exciting week.

Amazon product titles

I visited Board Game Geek to see if they'd approved my listing request for Doctor Esker's Notebook, and I was excited to see an Amazon ad for it. I hope that other folks are seeing the ad, as I don't need to buy a copy myself, but it was still cool to see it.

I noticed that the other products have long names that include descriptive text, and I thought that might be a good thing to try. In an ad like this, people wouldn't really know what the game was. So, I changed the name on Amazon to "Doctor Esker's Notebook, a Puzzle Card Game in The Style of Escape Rooms." I hope that will give people a better idea of what they're looking at, and it might make the game's discovery via search a little better too.

Doctor Esker's Notebook - released now!

I've got my new puzzle card game, Doctor Esker's Notebook, printed and ready to sell (well, I already sold the first copy). It's up on my website above and also on Amazon, which is really neat to see. I shipped them 44 copies, and they went live on Sunday night. Come have a look!

Spider-Man for PS4

Here's my nickel review of Spider-Man for PS4. My Spider-Man is seen here overlooking Washington Square Park, near where my son Nick goes to school. Here's my nickel review of Spider-Man for PS4. My Spider-Man is seen here overlooking Washington Square Park, near where my son Nick goes to school. I generally don't like superhero stories much, unless they're played for laughs and acknowledge how ridiculous the situations are (c.f. Deadpool, Guardians, Avengers I, Thor: Ragnarok). I haven't found their stories compelling, their settings or cultures realistic, or their heroes human and interesting, and I have come to hate that they nearly all end with one side with arbitrary superpowers battling another side with arbitrary superpowers, leading to an arbitrary-squared resolution that I really don't care much about. I love video games, but I don't see them usually as a great way to tell stories. There are some exceptions (e.g. Mass Effect I, Gone Home), but most of the stories, even the engaging ones, are pretty bland. So, my expectations for a superhero videogame were pretty low, so much so that I wasn't even going to buy it. But the reviews were good, and I'm on sabbatical, so it seemed like I had time to try it. In a word, wow. The gameplay is enjoyable. It's really fun swinging around, and the fighting and the powers and gadgets are fun, if a little repetitive. I'm not terribly familiar with the Spiderverse, although I know the main players well enough to recognize most of them in broad strokes (e.g. I'd never heard of most of the supervillains). New York City is presented at a condensed but real-seeming scale, and with many places I've been to represented with great geometric precision. What elevates the game way above this is the story and the voice acting. It's far beyond the cardboardy quest-chain stuff of most games. Peter is human, funny, sincere, and a good soul. His human counterparts are deeply constructed and well-portrayed. You get to play as some of them, as a brave but normal person, for many parts of the game, which is great as a change of perspective and character. The plot is tainted by the usual super-silliness, but the non-silly parts are really, really well done, and even the silly parts are good. Definitely worth a look. Even if you think superheroes are dumb and played out, which I totally still do. I really liked this one.

Doctor Esker's Notebook is on the way to being real

I just took a huge step on what's been a slow, twisty, often stalled journey toward publishing a game. I sent art for my puzzle card game, Doctor Esker's Notebook, to a printer.

I'll talk more as I get up and running with sales about the finances that went into this and the process of starting up this venture, but for now, it's just exciting.

Esker card game quotes and pricing

Getting some quotes back from manufacturers. A big variety in price points and discounts. The game is at a minimum 72 cards in a tuckbox, although I have considered extras like a two-piece box and an instructions sheet. I already have an instructions card, but it might be cool to have that be more obvious.

Here's what I have so far for quotes.  Tuck = tuckbox, 2P = two-piece box, I = small instructions sheet.

Some notes:

• Ace (aka PlayingCardsIndia) is coming in at the most economical. They only bid for one print run, so they may have even steeper discounts at higher orders - I just extended their line so that I could see them relative to others. 
• A two-piece box is way more (+$1-2) for some companies and not much more (+$0.50) for others. 
• At a potential retail price point of $12 or $13, assuming I use my own art and don't get it redone, I'd probably be able to cover other costs (advertising, equipment, my time) at the Ace bid, but not necessarily too far above that. I don't want to order too many to start, because it's an unproven product in an industry that I know well as a customer but in which I have very limited experience as a seller. 
• I've checked into selling at Amazon, and for something like this, they'd take about a $3.40 commission per order for just providing a purchase link and collecting orders for me to fulfill, and $7.00 if I have them do the whole fulfillment thing (they warehouse and ship the game, including via Amazon Prime). I'd like a presence on Amazon, but I don't know which option to go with. If I'm paying $5 per game to print, there's almost no margin for the Amazon fulfillment, but if I'm at $2 per game, then I could still make a few bucks that way. If I do the packing and shipping, then the margin is considerably larger, but I lose the Amazon Prime advantage and have to do the work myself, which may include equipment and will include my time (though not likely too much).