How To Design A High-Converting Kickstarter Pre-Launch Page

Launching a successful video game on Kickstarter begins long before the campaign goes live, and it all starts with designing a high-converting pre-launch page to attract followers to your project.

Key takeaways to a high converting page

• Create a strong first impression with clear branding and visuals

• Use GIFs, trailers and banners to showcase your game’s unique hook

• Build engagement early with demos, community goals and wishlists

• Turn pre-launch followers into day-one Kickstarter backers

Launching a successful video game on Kickstarter begins long before the campaign goes live, and it all starts with designing a high-converting pre-launch page to attract followers to your project.

This crucial yet often overlooked step can build early momentum, attract engaged backers, and signal credibility to the Kickstarter algorithm. In this post, we’ll break down exactly how to design a high-converting pre-launch page that gains followers and sets your campaign up for success, complete with actionable best practices and real-world examples from standout video game projects.

Following these examples will help you create a high-converting Kickstarter pre-launch page that gets viewers hooked and interested in your game through a mix of key visuals and text.

1. Capture Attention With Your Capsule Art / Hero Image

• Include game logo & platform icons to show visitors the platforms available at launch. 

• If you have plans for additional platforms with a stretch goal, include them; however, ensure that it’s clearly mentioned in the image or tease them with a silhouette.

• Have a clear focal point to guide the viewer's eye. You can use the F reading pattern as a visual guide.

• Include dominant elements, such as brand colours, important characters or weapons. Add depth with layering a mix of background and foreground elements.

Image specs: 1024 × 576 pixels

2. Project Title

• Concise, catchy, and descriptive of your game

• You have 60 characters — use all of them

Spec: 60-character limit

3. Subtitle

• Expand on your project title with more information on what your game is, what you do and the core aspect of your game.

  
  

Spec: 135-character limit

If you're looking for examples on how to create a catchy project title, check out this blog here.

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4. Headlines and Banners

• Use graphic headlines to highlight new sections and communicate quickly what the viewer is reading or what you want them to know.

• Use the banners to highlight USPs (unique selling points) that make your game different to others.

• Have your banners match your brand to keep everything synced throughout. 

Spec: 700 × 50 pixels

5. GIFs And Images

Gifs help you showcase your game in short clips and are a great way to create engaging edits that relate to your headlines and banners.

• Use GIFs to highlight your USPs. 

• Use websites like ezgif.com to convert videos into GIFs.

• Only use Images when you want to communicate more detailed parts of your Kickstarter, such as Rewards or Characters.

Specs: 1024×576 (16:9) | 1200×1200 (1:1) | 1350×1080 (5:4)

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6. Community Goals

Community Goals are a great way to get your core followers and new followers engaged in your Kickstarter.

• Use a point-based system where, when you reach certain milestones such as Kickstarter Followers, Steam Wishlists, Discord Members or Social Media following, to unlock rewards. 

• Rewards can be in-game extras: skins, side quests, DLC

• Carry goals into the live campaign to keep backers engaged

7. Demo

Give potential followers or backers easy access to your demo. It allows them to experience your game first-hand and if they like it enough, become a support of your game.

If you're demo is not up to a high standard yet, don't post your demo as a bad demo can ruin the experience of your game. You can also use your demo midway through your campaign to get more interest.

8. Trailer

• Place your best trailer near the top of the page

• Aim for 2–3 minutes; hook viewers in the first 30 seconds

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Conclusion: Set the Stage for a Successful Kickstarter Launch

Creating a high-converting Kickstarter pre-launch page isn’t just about collecting email addresses or building hype — it’s about laying the groundwork for a strong, confident campaign launch. From choosing the right type of landing page to driving targeted traffic and managing realistic conversion expectations, every step should support one clear goal: turning interest into backers on day one.

By applying the best practices outlined in this guide — and consistently nurturing your audience through email, ads, and content — you can dramatically increase your chances of hitting that critical 30–40% funding milestone early. That early momentum is often what separates funded campaigns from those that fall short.

Take the time to plan your pre-launch strategy with intention, and you’ll give your game the best possible shot at success when your Kickstarter goes live.