There are a few things that make a successful deck launch successful.
1. Famous/Good cardists behind it.
Look at Mano Santo's deck. They are relatively new but have managed to gather quite some cash with their kickstarter. Why? Luis Mecalco is killing it and even made it to the Finals of CCC. Artists support artists who push the art forward, hence the deck being a success.
As an added bonus they also made the AD Card a Tutorial and the back design different in 3 ways, which brings me to point 2.
2. Innovation.
What makes your deck special? Is it the card box, like the Lunar Playing Cards (which opens up like the phases of the moon), is it the back design that blends in nicely when fanned, sprung or displayed?
Mr. Slevin had a Marble Deck launch quite recently which was a success. All the backs of the cards had different marble designs. Innovative. No one did it before him, or if they did, they didn't do it the way he did.
He is also relatively known in the card scene, so he reached out to players like Kevin Ho and other known individuals to promote his campaign, which brings me to point 3.
3. Target Audience
Who do you want to buy your deck? If you want cardists to buy your deck, get someone that is known in the community to promote it for you on Instagram. Get more people to put it as their story. Send prototype decks and have people use it in their video.
Do you want collectors to buy it? Make it artsy, amazing face drawings - maybe even go over the top with the design. Make it tell a story.
Do you want magicians to buy your deck? Put a marking system on the back. Include a short card, a double backer and a gaff card.
4. Performance Video
If the flourishes are well executed, it will come across as good. Even if you do well known mainstream flourishes, they will do the job. Look up Deck Trailers from Dan and Dave, Theory11 and TheVirts. Learn from each.
That was my 4 cents.
Love,
Biz
