If you’ve ever shipped a game you poured your heart into, you already know, fulfillment is where the dream can quietly bleed money. It’s not flashy. It’s not the part you post Instagram stories about. But it is the part that decides whether your Kickstarter backers and retail buyers come back for your next release… or never again.

This isn’t about horror stories for the sake of drama. It’s about the mistakes indie publishers actually make, often without realizing it, until the invoices, chargebacks, or damaged shipments start rolling in.

In this guide, we’re going to talk through the big five missteps and, more importantly, the fixes. Every one of these can be prevented with planning, testing, and a little industry know-how. Whether you run fulfillment yourself or work with a third-party logistics (3PL) provider like eFulfillment Service, you’ll walk away knowing exactly what to watch for.

Jump right in: 5 Fulfillment Mistakes Indie Game Publishers Make

• Mistake #1: Underestimating Packaging and DIM Weight
• Mistake #2: SKU Explosion and Kitting Chaos After Stretch Goals
• Mistake #3: Guessing at International Shipping Rates
• Mistake #4: Going Quiet Until There’s a Problem
• Mistake #5: Not Auditing Fulfillment Costs Mid-Campaign
• Summary

Mistake #1: Underestimating Packaging and DIM Weight

Why it happens

It’s easy to get swept up in how the box will look on a shelf and forget that it also needs to survive freight trucks, sorting conveyors, and last-mile delivery. Manufacturers may recommend a standard box size, but that doesn’t mean it’s optimized for shipping costs, or that it will protect heavy boards, miniatures, or metal coins in transit.

Common causes:

• Designing packaging late in the process, after manufacturing is locked in

   

• Ignoring dimensional (DIM) weight pricing

   

• Not testing cartons for real-world shipping conditions

Red Flags

• Higher-than-average returns for crushed or dented boxes

• Surprises on carrier invoices because billable weight is higher than actual weight

• Retailers or Amazon FBA issuing chargebacks for incorrect carton size, weight, or labeling

The Fix: Packaging That Protects Margins and Products

1. Finalize specs before manufacturing

• Lock in unit dimensions and weight early 
• Design master cartons and pallet layouts before mass production 
• Create a packaging spec sheet for manufacturers, freight forwarders, and your 3PL 

2. Master carton best practices

3. Test before shipping

• Use ISTA 3A transit testing if possible 
• Do drop tests from ~3 feet and shake tests 
• Adjust inserts and cushioning based on results 

4. Check DIM weight early

DIM Weight Formula: (Length × Width × Height) ÷ 166 (in inches for most carriers)
Compare to actual weight, billable weight is whichever is higher.

5. Label correctly

• Unique scannable barcode on each unit 
• Master carton labels with SKU, quantity, and handling instructions 
• Safety labels for polybags and fragile items

Metrics to Watch

• Damage rate (target: under 1–2%)
• DIM surcharge frequency
• Chargeback fees (target: near zero)
• Shipping cost per unit

Pro Tip: One publisher cut shipping costs by 25% by resizing from 15″ × 15″ × 5″ to 13″ × 13″ × 4″ and adding corner foam, reducing DIM weight and damage rates.

Assets to Prepare

• Packaging diagrams
• Dimension and weight records
• Test shipment photos
• Label templates

Mistake #2: SKU Explosion and Kitting Chaos After Stretch Goals

Why it happens

Stretch goals are great for excitement… until they turn your clean pick-and-pack plan into a logistical puzzle. Suddenly you’ve got dozens of combinations to assemble, and warehouse labor costs spike.

Common causes:

• Offering too many variants or exclusive SKUs

• Adding last-minute stretch goals that require special handling

• No pre-assembly before mass shipping

Chaos Indicators

• Warehouse invoices full of “special handling” fees

• Orders taking much longer to pick and pack

• Increased mispacks and wrong item complaints

The Fix: Keep SKUs Under Control

1. Limit SKU complexity

• Cap pledge tiers and bundles

   

• Consolidate SKUs when possible

   

2. Pre-kit components

• Bundle common combinations ahead of time

   

• Store as single units in inventory

   

3. Create kitting guides

4. Use your 3PL’s strengths

If you work with a board game fulfillment partner, share your full SKU map early so they can prep labor and storage space.

Metrics to Watch

• Labor cost per order
• Mispack rate (target: under 0.5%)
• Orders shipped per labor hour

Case Example: A miniatures game campaign pre-kitted its most common pledge tier before launch, cutting pick time by 60% and avoiding a $4,500 labor overrun.

Assets to Prepare

• SKU master list
• Assembly diagrams
• Pre-kitting inventory plan

Mistake #3: Guessing at International Shipping Rates

Why it happens

International backers are valuable, but shipping to them without solid rates is a gamble. Costs can double between campaign planning and fulfillment if you don’t get current quotes, or worse, you guess based on outdated numbers.

Common causes:

• No up-to-date quotes from carriers or 3PLs
  
• Not factoring in VAT, duties, or customs brokerage
• Using one-size-fits-all rates for all countries

Trouble Signs

• You’re losing money on every international shipment

• Delays at customs because paperwork isn’t correct

• Backers hit with unexpected fees

The Fix: Get Real Numbers Before You Launch

1. Get country-specific quotes

• Use current rates from your 3PL’s international shipping services
• Factor in last-mile carriers for each region

2. Understand VAT and duties

3. Use regional hubs when needed

Ship in bulk to a fulfillment center in-region to lower last-mile costs.

4. Show total landed cost at checkout

Avoid surprise charges for backers.

Metrics to Watch

• Average cost per international order
• Customs delay rate
• Refunds due to unexpected fees

Pro Tip: A card game publisher avoided $7,000 in losses by switching to EU/UK regional fulfillment mid-campaign after rates rose.

Assets to Prepare

• Current international rate tables
• Customs documentation templates
• VAT/GST registration info

Mistake #4: Going Quiet Until There’s a Problem

Why it happens

When fulfillment gets busy, communication slips. Silence makes backers and customers nervous, and nervous people flood your inbox.

Common causes:

• No set communication schedule after funding

• Relying on one big update instead of smaller check-ins

• Avoiding updates until there’s good news

Under-Communication Signs

• Backers turn to forums for info first
  
• Spikes in “where’s my order?” emails
• Social media rumors replace facts

The Fix: Communicate Early, Often, and Honestly

1. Make a simple update calendar

• Post every 2–3 weeks during production and fulfillment

2. Break updates into sections

3. Use the right channels

• Kickstarter for backers
• Email for preorder customers
• Social media for broader updates

4. Address issues head-on

• Explain cause, impact, and fix
• Give revised ETA ranges

Metrics to Watch

• Response time to inquiries (<48 hrs)
• Inbound “where’s my order?” messages
• Update engagement

Case Example: A TTRPG publisher kept updates steady during a 6-week customs delay, sharing photos and clear timelines, earning support instead of backlash.

Assets to Prepare

• Update templates
• Regional fulfillment contacts
• Backup channels

Mistake #5: Not Auditing Fulfillment Costs Mid-Campaign

Why it happens

You budgeted for fulfillment early, but rates, surcharges, or complexity changed. Without checking midstream, overruns sneak up.

Common causes:

• Treating quotes as final

   

• Not tracking labor separately from shipping

   

• Ignoring currency exchange impacts

Cost Trouble Signs

• Invoices higher than quotes

   

• Shrinking profit margins

   

• Covering overages from other budgets

The Fix: Build Cost Audits into Your Plan

1. Check invoices monthly

• Watch for spikes in labor, freight, or materials
  

2. Track all costs together

3. Have a contingency budget

• 5–10% of fulfillment budget for emergencies
  

4. Renegotiate if needed

• Higher volume can earn better per-unit rates
  

Metrics to Watch

• Fulfillment cost % of revenue

   

• Labor cost per order

   

• Shipping cost trends

   

Case Example: A card game creator paused shipping to pre-kit orders, cutting labor fees in half and avoiding a $3,000 overrun.

Assets to Prepare

• Monthly cost tracking sheet

   

• Original quotes

   

• Contingency budget notes

   

If you handle these five areas, packaging, SKU control, international shipping, communication, and cost auditing, your next campaign will be smoother, more profitable, and far less stressful for you and your backers.