Not every company that starts a Kickstarter needs to. Many could have attempted standard distribution channels and a smaller print run. The Kickstarter allows for larger print runs and increased word-of-mouth. But expansion through stretch goals and similar backer rewards. It replaces and expands on the classic RPG publisher pre-order reliance.
I've seen this sentiment come up a few times when folks are discussing Kickstarter. That certain companies (and/or certain projects) don't *need* to use Kickstarter, that they are somehow being disingenuous with their customers and unfairly competing with brick-and-mortar retailers by doing so.
I don't understand it.
Kickstarter is an excellent channel for products that would not otherwise get produced. It's also an excellent channel for products that *could* be brought to market in a different way (i.e. more traditional method), but Kickstarter provides certain marketing and cost-cutting advantages. Some Kickstarters push products that will only be available through that Kickstarter, or only available through online retailers. Who cares? Other Kickstarters push products that will eventually see sales through brick-and-mortar stores, and only get "kickstarted" on Kickstarter!
It is not a companies responsibility to have their products be available in brick-and-mortar FLGSs. Some companies feel that supporting FLGSs helps their own bottom line, but they are still under no obligation to support that retail pathway, it's a choice, neither *right* nor *wrong*. Kickstarter can be competitive with FLGSs, but so can Amazon and a whole host of other retail options. Who cares?
The only company that has an obligation to support brick-and-mortar retailers are the brick-and-mortar retailers. And changing business climates and new sources of competition are a part of life. FLGS owners can bemoan Amazon, Kickstarter, Paizo's subscription service, discount online retailers . . . . or they can find ways to be competitive.
I have supported many gaming-related Kickstarters, and will likely continue to do so. Most of my gaming purchases are made online, rather than at the FLGS. And it isn't because online is often cheaper and more convenient, although that bonus is nice. It's because I'm tired of the crappy customer service I have received at almost every FLGS I've ever patronized in several states across the USA. If my FLGS went under, I'd barely miss it.
When I walk into a store and overhear employees complaining about online competition, it doesn't sour me on online retail channels, it makes me not want to visit that FLGS again. Especially as the FLGS screwed up my last two orders and I'm waiting patiently to get helped while the employee is playing a game or visiting with friends rather than assisting the customer.
Hmmmm, I think I've gotten off-track a bit and devolved into a rant here, but . . . .
I love Kickstarter and the competition it brings to the marketplace! I'd totally love to see WotC do a D&D Kickstarter for a project that they wouldn't otherwise consider doing, like a giant 400-page Forgotten Realms Gazetter!