Der Musikclub TCG — Ideal Customer Profile #2
Social Strategist (Secondary Kickstarter Backer)
Status: Secondary Design Target
Campaign Priority: #2
Applies To: Kickstarter messaging, play experience framing, social proof
Non-Target For: High-tier exclusivity, all-in completionism
1. Profile Summary
The Social Strategist is the player who turns a game into a regular event.
They are deeply embedded in the local tabletop community, organize or anchor play groups, and care most about how a game feels at the table. While not every Social Strategist backs games on Kickstarter, those who do are highly influential: they determine whether a game actually gets played, taught, and talked about.
For Der Musikclub TCG, this player is critical not because of raw funding power, but because they validate the game as a shared experience worth returning to.
2. Core Motivation
The Social Strategist is motivated by group experience quality.
They value:
- Games that create visible tension and interaction
- Systems that reward reading the table, not just optimizing a build
- Clear states that everyone can follow
- Moments of drama, interruption, and recovery
They care less about owning everything and more about whether:
“This will hit the table again next week.”
3. Psychological Drivers (Kickstarter-Specific)
3.1 Curator Identity
The Social Strategist often acts as:
- The teacher
- The explainer
- The host
- The rules reference
Backing a game on Kickstarter is a statement of confidence:
“I believe this is worth bringing to my group.”
They back when they believe the game will:
- Be understandable at the table
- Create conversation and reactions
- Support repeated play without exhaustion
3.2 Social Risk Management
Unlike Collectors, Social Strategists feel social cost if a game falls flat.
They are sensitive to:
- Overly complex onboarding
- Games that stall or drag
- Systems that reward solitaire play
- Excessive bookkeeping or hidden information
They will tolerate incomplete rules if:
- The core loop is compelling
- The designer communicates clearly
- The intent of the experience is obvious
3.3 Experience over Exclusivity
Kickstarter exclusives are not a primary driver.
They respond better to:
- “This plays differently every time”
- “You can feel the tension building”
- “Everyone at the table matters”
They want assurance that:
- The game scales socially
- Players can meaningfully interfere with each other
- The shared space (the mixer) is always relevant
4. Spending Behavior
4.1 Typical Spend Profile
- Monthly hobby spend: $40–$100
- Kickstarter pledge comfort zone: $40–$80
- Will increase pledge if:
- Group play is clearly emphasized
- The game supports multiple play styles
- There is confidence it will actually ship and be playable
They are more price-sensitive than Collectors, but more play-sensitive.
4.2 Purchase Pattern
- Fewer Kickstarter campaigns overall
- Later decision-making (often mid-campaign)
- Heavily influenced by:
- Actual play videos
- Clear explanations
- Testimonials from other players
They back when uncertainty is reduced.
5. Relationship to Online / Digital Play
The Social Strategist values digital play as a support tool, not a replacement.
Digital appeal includes:
- Learning the game before teaching it
- Trying strategies asynchronously
- Keeping remote group members involved
They are less concerned with:
- Status markers
- Founder recognition
- Early exclusive access
Digital matters if it:
- Makes the game easier to bring to the table
- Reduces teaching friction
- Reinforces long-term engagement
6. What Breaks Trust With This Player
The Social Strategist disengages when they see:
- Overly abstract or opaque systems
- Campaigns that emphasize components over experience
- Lack of clarity about how players interact
- Too much focus on “meta” or competitive balance
They are skeptical of hype and allergic to jargon without explanation.
7. Required Signals in the Campaign
To convert the Social Strategist, the campaign must show:
7.1 Table Presence
- Clear visuals of shared game state
- Examples of interruption and response
- Moments where players directly affect each other
7.2 Teachability
- Concise explanations
- Honest complexity framing
- A sense that learning is part of the fun, not a barrier
7.3 Replay Confidence
- Variation without chaos
- Depth without memorization
- Sessions that feel complete in reasonable time
8. Table Assumption (Design Lens)
At the Der Musikclub TCG table:
- 2 Collector / Completionists funded the game
- 1 Social Strategist ensures it gets played
- 1 Selective Competitive Player pressures the system
The Social Strategist:
- Teaches the rules
- Sets expectations
- Decides whether the game becomes a regular fixture
If they disengage:
- The game fades from rotation
9. Design Consequences
Because this is a secondary Kickstarter target:
- Campaign copy must explain how it feels to play
- Visuals must prioritize state clarity over component glamour
- Stretch goals should enhance interaction, not complexity
- Digital tools should reduce friction, not replace play
This player needs confidence that Der Musikclub is a shared performance, not parallel solitaire.
10. Summary
The Social Strategist is:
- The table anchor
- The experience validator
- The bridge between collectors and casual players
They may not fund the campaign alone, but they determine whether it lives beyond unboxing.
Design for them second—and the game earns longevity.