Doesn't look like my style game, but I'll share a bit of how I pledge.
1) They've done this one: Firstly, there needs to be a video example of play-through. If I cannot SEE how the game plays I don't buy it, period. This is true of any game... I won't buy a game off a store shelf until I see a YouTube (or the like) video of the play. Now, in this case I'd like it if the video of the guys talking (doing the intro) was better, but I can forgive that - they are newbies at this and that's why they are on Kickstater. Ideally a better backdrop than their living room couch and a smoother spiel from each of the guys... I suspect they could have done another take. But again, that's getting a little nit-picky and not a deciding factor for me.
2) They've done an acceptable job of this one too: Next, they need a fairly complete mock up of the game. If you want me to buy your game you need to show me you've put some work into it. Even if you're using bits from other games and paper cards printed out at home on heavy paper/light card-stock.
3) I didn't see enough of this one for my tastes: They need to show how much research they've done on determining manufacturing costs and it's turnaround time frame. I'm not going to ask someone for money/funding until I've got almost everything else nailed down. What kind and how many places have they talked to? They mention this passingly, but not much. If that's because they are still in the process of that, then I think their KS is premature. Have they talked about different quality materials or more/less detailed end results? Etc.
4) While it's not a deciding factor, I also look to see how many projects the creator has backed. As I said, it's not a must, but the more they have the more some people will take them seriously. It means they aren't just another hack that decided "Hey, let's try one of those crowdfunding sites to pay for my idea!" It's a little bit, oh, shady I guess is how I would put it, but they could go do $1 pledges on other games to build this up a bit.
Their web page is decent, no complaints there. Better than a LOT of ones I see from other KS's. I think no web site is better than a crappy one.
If they can get someone that does an online game blog to try the game out and provide their feedback to them. If the feedback is good, ask them if they could do a formal review of it, then link it to the KS (might be too late for this).
A couple things to keep in mind, hopefully they already have...
Make sure that they are getting enough money to cover unexpected costs. While I don't think every Kickstarter needs to make a bunch of profit, they really should try to make sure they at least come close to breaking even. If they end up in a tough spot they'll have to go in the hole if they want to honor their pledgers pledges. A limited number of KS's have been sued for not doing so. This can be tough, because I will sometimes not pledge for something that I'm pretty sure will eventually show up on a game shelf for the same or less than I'm pledging for. It's a hard balance and I can't claim to know where the balance is.
They also need to assume there will be delays in the time frames provided by others producing things for them. Under-promise and over-deliver. Almost ALL Kickstarters miss their deadlines. Fortunately a lot of gamers, the ones that pay attention, know this is pretty much the norm in the gaming industry and most KS pledgers have come to learn almost all KS's don't meet their deadline.
There are some really jaded people on Kickstarter because, imo, they are not very careful about what they pledge for. They think they are ordering something off Amazon, but at the same time they think they should be able to ask for more for the same price. They think if your KS does REALLY well that you should give them more for the same pledge. They don't understand that all that money is coming from additional copies that need to be produced, just like theirs. If they have any difficulties there will, at least, me a small minority that pitch a fit over it. They need to prepare for that eventuality and make sure they approach it in a way that won't drive others off.
Thats all I can think of right now. Not like I didn't write a book already as usual...
