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Analytics: Kickstarter July 2014




With the increased interest in crowd-funded playing card projects particularly on Kickstarter, we are publishing a monthly tracking report as part of our popular Analytics series. The goal is to give an analytical insight into the month-on-month performance of projects and how these numbers are tracking cumulatively year-to-date.

July was a relatively slow month, carrying on the momentum from the previous month. Backers continue to be cautious on their spending, with a lower total pledged across all playing card projects this month. The number of successful projects remained largely unchanged. The year-to-date (YTD) numbers continue to surpass 2013 numbers. The chart below describes how 2014 is tracking against the numbers from 2013 as benchmark.



Playing Card Projects 


The number of unsuccessful projects increased slightly to 23% in July while % of successful projects ended close to last months number (31%).

Here is what July looks like in numbers:



Projects launched in July were predominantly in the first half of the month.



Here's a look at how projects performed over the month, largely unchanged from last month.


Funding


A total of $533k was raised by all projects in July, significantly lower from June's number of $765k.



Here is a look at the top 5 most funded playing cards:


The top 5 successful playing cards projects for the month contributed 59% to the overall funding of successful projects!

The average YTD funding goal of successful project remained stable at $10.5k.


Backers 


This month, approximately 13.5k backers were recorded across all projects. The average pledge per backer for successful projects continue to decrease. This month it stands at $43.3.

Line chart below is a month-on-month comparison for 2014 with the 2013 curve used as benchmark. It is interesting to note that there is an uptick in the average spent per backer in July considering that $/backer have softened last month. Backers continue to be conservative in their pledging patterns. This will change slightly when projects by well known designers are scheduled to launch in August, King's Wild Army Deck, JPPlaying Card's LUXX, Alex Chin's Seasons and the exquisite Mana Decks by Erik Mana.



Top 5 funded Projects by backer numbers below:



Launched Projects 


Here are the top 10 most funded projects launched in July:



From the numbers this month, it is obvious that backers are in a holding pattern with the news of the alternative crowd-funding platform, CardLauncher launching in August and some of the major project coming out next month. We expect the numbers to pick up and perform better in August.


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