How To Design A High-Converting Kickstarter Pre-Launch Page - Including Best Practices & Examples.

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. 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.

Specs:

• 1024 x 576 pixels

2. Project Title

• Create a concise and catchy title that accurately describes your game.

Specs:

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.

Specs:

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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1. Headlines / 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. 

Specs:

• 700 x 50 pixels

2. GIFs / 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 x 576 pixels (16:9)

• 1200 x 1200 pixel (1:1)

• 1350 x 1080 (5:4)

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1. 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. 

  • You can continue your community goals into the live campaign to keep your backers involved in achieving unlocks for your game. 

• Your rewards can be in-game extras such as unlocking new character skins, side quests, mini-games or free DLC.

2. 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.

3. Trailer

• Include trailers at the top of your page so visitors can see more of your game in action.

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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.