> Your company is in “stealth mode” only if people would
> otherwise care to know what you’re working on. Otherwise,
> you’re in “obscurity mode.”
Alex Taussig on twitter

Randy Hoyt found that great tweet and quoted it in the comment wall last August on Kelsey’s “One Tip” Kickstarter post-mortem, advocating outside feedback. Randy added his advice on showing your KS preview early:

It’s not the end of the world if people see your project and it is not completely ready; maybe it won’t wow them like you want, but you can get feedback and at least they know about. The worst thing that can happen to a tiny project creator is obscurity.
Randy Hoyt Fox Trot Games

Obscurity Mode and Squirmy Beast

This topic really resonated with me. Thank you Randy for that truth! Ok, so I admit my tiny company is in obscurity mode. How did I get here?

Well, first I traded being an obscure designer for being an obscure self-publisher. I launched a 2013 Kickstarter that was successful. What the Food?! We managed to nearly double our goal, and made dream come true for me. I think to some degree this was against odds for an unknown card game with no network. I only started speaking about What the Food?! on Facebook 3 months prior to launch. (If I knew then what I know now, I might not have launched). I worked my butt off every day for months prior to launch and I believe I have done that every day since. (Pro tip: game making is forever!).

Squirmy Beast chibi

At the end of the campaign, I started what is now my second small indie game company, Squirmy Beast. The name, by the way, comes from my son (now 5), who yelled these words on a boat one early morning at a passing canoeist. Random, I know. Too many pirate books/shows.

Anyway, if we look at the time of the article cited, my company was a year old, and the social media surrounding What the Food?! had faded. The KS comment wall was long done, the twitter account (for WTF) was on a low simmer and I was now working feverishly as a unknown publisher to attend conventions, demo the game, design or look for new games, run this blog and interact with the community. (which I have realized, is the most important part).

But nobody knew who Squirmy Beast was. Including, I believe, myself.

Causes for Obscurity Mode

Randy added a comment a week later, nudging me. Where’s your KS preview site for your next game, Letter Tycoon? Are you still in obscurity mode? Yes, I had to admit I was.

But I had great excuses! I was doing all the art for Letter Tycoon see, and I didn’t want to post until I had a cover image. And I was calling manufacturers every week, and the price wasn’t working, so I didn’t even know when we could launch. And so on.

This has led me to ponder some of what causes Obscurity Mode. Here are some top contenders:

  • Procrastination/Perfectionism
  • Too many tasks for one person. Improper delegation.
  • Fear that nobody cares
  • Fear that someone will steal your idea
  • Fear that people will reject/criticize
  • You don’t actually know what to do

There may be other factors, but I’m here to tell you that whatever it is, you need to fight it. It’s not really a level 10 dragon, it’s more like a level 2 duck of doom, or your own phantom demons.

It’s the same thing that makes ppl hesitant to share an idea without an NDA or not post their game’s rules before print. Make a print and play, and get it out there. You can and should share your projects early and often. It’s critical to make sure that both your small kindling of community grows AND bonus – it makes you the best game with the best rules for your market.

Goodbye Obscurity Mode

So, what are some tangible ways you can actively get out of Obscurity mode? Inquiring blog authors and game developers want to know. Let’s all help each other out of it.

Tell People

“Tell people,” might seem obvious, but I assure you it’s not. I’m not naming names, but literally fellow leaguers have launched projects on Kickstarter and I did not know it was happening. Seriously. How did that happen? Well, you might assume that everyone knows what you’re up to. But keep in mind – tweets go by in the blink of an eye. Facebook posts go to something like 4% of your audience. I’ll do the math for you. That’s 4 ppl of your 100 total. (your friend Joe, your Aunt, and 2 ppl who don’t even really like you). How many will back you? Your aunt… maybe.

Telling people also has a super powerful side effect. It keeps you on task. Case in point, I told Randy about my game, and he called me on it. Now I’ve spent months driven to push it out there. Finally, with this post, I can relax! (ok, not really).

Other ways to share: If you’re Kickstarting, share that project page months ahead. A BGG page is needed, as soon as you have a firm game description and rules. (if you’re not on there, your game doesn’t exist). Get in local testing groups, attend local cons. Play other games and give back first.


Try as you might, you can not do it all. Trust me. Oh, no – I’m a company of one! What do I do? You also delegate. Get others involved. I learned this the hard way. On game #1, I was designer, artist, programmer, project manager, etc. I was doing everything in Jeff’s post on system engineering roles. That nearly killed me, and took 2 years. How many people knew it existed though? Not very many.

On game 2, I managed to actually delegate a few things. My good friend Sebastien Duclos brought my characters to life with great art, my wife posted all our FB updates daily. Sebastien’s wife organized our external events. During the KS, I found a friend to tweet for us daily. Etc.

Now, for Letter Tycoon, I’ve brought in the big guns. I’m not the artist (we found an amazing illustrator – Mackenzie Schubert), AND I’m not the designer (it’s a great game by Brad Brooks) AND I’m even sharing the publishing tasks.

I’ve partnered with Shari Spiro of Ad Magic and her new division, Breaking Games. Trusting Shari’s long standing knowledge in the print business, and business savvy to do what it takes to bring indie games to new markets, has put Letter Tycoon in great shape.

Are you ready for an art break? Me too! Here’s some of our components for Letter Tycoon, by the way:

Letter Tycoon components


Progress forward. I think tangentially this ties back to some posts on design. As Stephen Debaun said in Choosing Your Design Landmark and Norv Brooks reiterated in Flexible, Not Indecisive – you need to make some strong, but flexible goals for yourself. Not just your games, for you. Wander plenty, but plant your flag in the ground, and take (loud?) steps toward your goal.

It can take 12 months to plan for a Kickstarter. Don’t be that person that says, “I’m launching next month, and I haven’t told anyone yet”. But do be the person who who plots out when your blind testing is happening, for how long, when reviewers will get copies, how you’ll grow your social networks, etc. It’s fine to make a plan and adjust as reality happens, but you’ll need a guide.

To Be Continued

Ok, enough of a starting post on this topic. You’ll hear more about all the games in the Squirmy Beast 2015 Tour, I promise. Kudos to my friend Blaise Sewell of Feels Right Design for this cool map idea:

We debuted Letter Tycoon last weekend at PAX South. Next stop: the New York Toy Fair!

Squirmy Beast 2015 events

A Call to Action

If you have enjoyed this post, I’d like to ask you to do 2 simple things!

1) Share your own game goal for this year in the comments, or share a KS preview that you’re working on. We as a community will help keep you on task, and help your game and your company grow.

2) I can use your help spreading the word on my games. I’d like to add anyone interested to the Squirmy Beast newsletter, which I also in turn, promise to begin writing. 🙂 Thank you! http://www.squirmybeast.com/sign-up/

Thanks for reading!

Peter Vaughan

Game Developer at Breaking Games

Peter eats games for breakfast! Founder of First Play LA, Squirmy Beast and League of Gamemakers, and Director of Development for Breaking Games. First published designs include What the Food?! and Nightmare Cove, and development credits include Letter Tycoon, Boomtown Bandits, Sparkle*Kitty and Rise of Tribes.

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  1. Norv Brooks on January 28, 2015

    Like the article! A question: is Game #2 Boomtown Bandits – sorry but Game #2 is still in obscurity for me.

    • Peter Vaughan Author on January 28, 2015

      LOL Norv. I was wondering if anyone would catch that. Indeed, Boomtown Bandits is slightly deeper in obscurity, but we’ll be changing that soon. It’s a fantastic card game with simultaneous dice rolling duels for 2-5 no good bandits. 🙂

  2. JR on January 28, 2015

    Great read! If you need a hand plugging into the community, I can help with that 🙂

    Letter Tycoon is gorgeous – I spent all weekend at PAX South wishing I’d designed it, or at least owned a copy 🙂

    • Peter Vaughan Author on January 28, 2015

      Thanks for that JR. I can definitely use your help and your many networks to get Letter Tycoon out there. I’m excited for your own word game, Twirk, as well. Cheers to new games in 2015!

  3. Jessica Berlin on January 28, 2015

    Great post Peter! Thanks for posting and good luck with your games this year. Very exciting!

    Galvanized Studios’ game goal for this year is to find a publisher for Micromanage, our corporate-themed social card game for 2-6 players. I know we’re still in obscurity mode, but we’re working on that! We’ll be play testing it at Strategicon next month (look for our partner, Ryan Beck, since I’ll be having a baby right about that time!). And we’ll be going to Gen Con this year. We’re hoping to make a lot of publisher contacts between now and then.

    My question is about setting up a BGG page for your game if you want to get a publisher (not self-publishing). I’ve seen publishers say they want games not on BGG yet, so we haven’t done that, but I also feel like we need more people to be aware of our game. Any suggestions?

    • Peter Vaughan Author on January 28, 2015

      Thanks Jessica, and thanks for your update. Wow, so many congrats are in order for you this year! Exciting 2015.

      We’ll have a league booth at Strategicon, run in the Demo Hall by Tom Jolly and Christina & Mark Major. Be sure to tell Ryan to say hello, introduce himself. We are happy to help Micromanage in any way we can.

      As for the BGG page, I have too heard mixed advice, but I would lean towards NOT making a page if you don’t intend to self-publish. Thinking more about it this morning, I see the BGG page as something the publisher usually does. Some companies don’t care if it has a popular thread already, but some might. A designer should have their name in BGG of course, and be talking about their game in BGG design forums, but perhaps wait on the official page, so that the publisher can own that. If you’re self-publishing, then don’t delay!

      • Jessica Berlin on January 28, 2015

        Thanks Peter! I’ll tell Ryan to go say hi to them! And yes, that’s kind of the impression we got too about the BGG page. Thanks for your advice.

  4. Teale Fristoe on January 28, 2015

    Congrats on emerging from obscurity Peter! I’m really looking forward to what this year brings for Squirmy Beast!

    1. My goal for this year is to run two successful Kickstarters. The first, Birds of a Feather, will run March 10-April 2, and I hope the game hits store shelves by the end of the year! I don’t have a KS page for people to check out yet, but a bit more info can be found here: http://birdsofafeathergame.com

    2. Done!

    • Peter Vaughan Author on January 28, 2015

      Thank you Teale! Great to hear from you not only here but also in my mailbox. I have heard there’s a copy of Shadow Throne waiting for me at home today!! Woot. Congrats on the KS news about a March KS – be sure to share the KS page when you have it. Feel free to come on the blog and talk about this game. We look forward to it.

      Thanks for the sign-up! Cheers

      • Norv Brooks on January 28, 2015

        I watch a good Tom Vasel review of Shadow Throne recently.

        • Teale Fristoe on January 28, 2015

          Yeah, he really liked the game, which is awesome. Here’s hoping he helps a lot of people who would enjoy it find it! That would definitely help me justify my ambitious plans for next year 🙂

  5. Jeff on January 28, 2015

    This is what I have been saying for years, since my brother and I started Cosmic Wombat Games. This is why I wrote How To Be Bigger Than You Are. You need to get your name out there. You need to make sure people see your products as much as is possible.
    Here is our preview link to Campaign Trail. It doesn’t start till May and it has really nothing to it at this point, but it’s out there and available for people to see. Because I lose nothing by having it out there and I gain nothing by hiding it.

    • Peter Vaughan Author on January 28, 2015

      Jeff, you inspire me. Belatedly, I realize how many of your publishing posts tie in to this topic, and I’m just following your great example. Your booth at Gen Con owned it.

      Thanks for sharing the Campaign Trail page. I’ll go check it out and give some feedback as you go. I’m excited for that one

  6. Royce Banuelos on January 28, 2015

    Fantastic article! Reads well and tells a good story. Thanks for sharing your experiences and here’s to a new great year for gaming!

    My game goal is to keep pushing on game designs and making games.

    • Peter Vaughan Author on January 29, 2015

      Thank you Royce! You’ve been so supportive of the League of Gamemakers, and we all appreciate it. Let us know what we can do for you, when you’re ready!

  7. Chris Henderson on January 28, 2015

    Great post! The art for Letter Tycoon is looking incredible! I am excited to play it.

    My own goals include:

    1) Finally engaging my Games Without Strings email list from my previous Kickstarter.
    2) Running a second Kickstarter for either an thematic expansion for What?!? Oh.. or a second game I am currently working on about building giant robots, limb by limb, and then battling with them. My facebook page and email list will be my initial path out of obscurity mode.
    3) More blog posts!

    • Peter Vaughan Author on January 29, 2015

      Thanks Chris!

      The ‘finally engaging my email list’ is one that I am firmly going to work on as well. In fact, I also need to work on my “how to get said list’, because the last thing I remember and want to do is make sure someone has signed on a clipboard at a con.

      Love the idea for your next game. I have had some similar ideas, and would want to play it. Please keep us posted on your blogs and Kickstarters, and we’ll definitely have to get some of those blogs on this site!

  8. Luke Laurie on January 28, 2015

    I don’t have much in obscurity. Quite the contrary – much of my work is publicly visible! But I’m excited that Stones of Fate will be released very soon. Minion games is publishing a game I designed with fellow Leaguer Tom Jolly: “The Manhattan Project – Energy Empire.” – likely next year. I’m also working on Dwellings of Eldervale with Peter Vaughan. On my own, I’ve also got Henges of Stone, Saturn Rising, Replicant, and possibly more. I’m unsure how far I’ll get with each, but most I’ll likely be pitching to publishers. No self-publishing for me!

    • Peter Vaughan Author on January 29, 2015

      Luke Laurie, you are an inspiration in clarity mode. I remember getting your design email newsletters. I see it when you take game prototype pics out in the wild, tweeting about the development. And you’ve shown it here in posts like your Henges of Stone post – get the ideas out there! Cheers

  9. BoardGameAuthority.com on January 28, 2015

    Is it worth it for small publishers to attend the NY Toy Fair? How much does it costs to be an exhibitor versus what do you get out of it? What is your goal for going and what would be the best outcome?

    As far as my goals go: I hope to launch a KS in 6 – 9 months.

    You mentioned that a BGG page is needed. I agree with this 100%, but I have continued to postpone setting it up. I wanted the box art and things like that all accounted for before submitting the game to the database. However, the more I talk to people the more the consensus is to just get the name and description added. Would you agree that one should submit a minimal amount of info and have the game listed as soon as possible?

    • Peter Vaughan Author on January 29, 2015

      Thanks for asking this question! I should have clarified a line like that. No, Toy Fair is not normally possible and/or a suggested course of action for an indie publisher. It’s made possible in this case because of Ad Magic and their already established position.

      Gen Con isn’t necessarily recommended either, although it has huge networking potential, so it’s better at first for that as a player/designer, if the travel is within your budget.

      There isn’t a formula that is right for everyone. I did consider budgeting the funds for Letter Tycoon for Chicago Toy Fair (2 days prior is industry only, and I have also considered the GAMA Trade Show in March, and who knows – it may have worked. But it’s a huge risk for no more guarantee than some of your other hard work. I recommend that small publishers work first on their local shows and online networking as much as possible. If you’re doing a KS in 6-9 months, you do need to get out there. What conventions are you considering?

      • www.boardgameauthority.com on January 29, 2015

        Peter, thank you for clarifying.

        Last year I attended three local Cons as a publisher and one as both a spectator and publisher. This allowed for multiple rounds of play testing, which was certainly needed. Because of the delay in between those Cons and the KS, I’m not sure they did anything to actually build awareness though. I also attended Gen Con last year, but solely as BGA, so for press and entertainment mainly. Although I also just scoped out everything so I wouldn’t be too overwhelmed when attending as a publisher.

        This year I will attend Origins and Gen Con, but currently there aren’t any plans to obtain a table/booth.

        Is Ad Magic a lot more expensive than using an overseas manufacturer or because of shipping, customs fees, etc they are actually comparable?

        • Peter Vaughan Author on January 29, 2015

          Great to hear. I just checked out the BGA site and there’s so much I want to chat with you about Richard. Like can the League be on your friends list?

          Also, do you have a site for your personal projects? I gather that BGA is separate. I see that you speak about your project in a Gen Con update (saying you were playing with the designer Peter Wocken), but I’ll admit as a new reader, where I can find out more info about your project is obscured from view. 🙂 Do you have a company site/twitter. Let’s help you talk about your project!

          I look forward to meeting you and chatting further at both Origins and Gen Con, but let’s talk on FB on ways to work together in blog space.

          • www.BoardGameAuthority.com on January 29, 2015

            Hey Peter, of course the League can be added to the BGA friend’s list. Consider it done. Thanks for this post and all of your answers. I’ll move the convo over to Facebook so as not to hog up the comments section here. Thanks again.

        • Peter Vaughan Author on January 29, 2015

          Just to reply to the AdMagic pricing question, I’ll admit that Ad Magic was not the cheapest quote for What the Food?! or Letter Tycoon – but only in strict component cost, their door-to-door freight (from my experience) is much much more affordable than competitors and might include more, which lessons your hassles as a self-publisher. PLUS, they go above and beyond what any manufacturer out there is doing for indie clients. There isn’t anyone else in my opinion offering such high level of communication, customer satisfaction and post-publishing perks? At Gen Con 2014, the booth hosted at least 10 indie developers for free, for example…

          So it’s comparable price, and great benefits in my book.

      • Joey V on January 29, 2015

        Gen Con is great to run playtests slash get email addresses before a launch. It blows my mind that hundreds of people seem to think launching their KS during Gen Con is somehow a good idea. Talk about obscurity!

  10. Matthew T Bivens on January 28, 2015

    Art flag for DNAC by February Con, I am looking to refine the play this year as time provides. Summer 2016 is when I will start moving towards campaign planning

    • Peter Vaughan Author on January 29, 2015

      Hey Matthew – thanks for chiming in. I think you’ve been doing it right for DNAC – getting it out to the table at design nights, local cons – talking it up AND getting into a solid game. When ready, you’re going to rock KS after all that hard work.

  11. Thom on January 29, 2015

    Came here from Reddit.

    Thank you for the article! My situation is even worse than obscurity- there’s no company, no company name, no game name, just some interesting card game mechanic ideas with a robot theme and a whole bunch of detail. Honestly, organizing it all seems very, very daunting. I’m hoping to have a prototype together by International Tabletop Day in April of this year, and your article has inspired me to start working towards documenting my ideas and progress in a visible place where friends and strangers alike can learn more.

    Cheers to you for your inspiration, invigoration, and information!

    • Peter Vaughan Author on January 29, 2015

      Thom – from reddit? That’s awesome. Talk about a place where I have total obscurity. So thankful someone posted there. And welcome!

      I understand how daunting this whole process can be. As I said, if someone had detailed out what I needed to do (or do better) prior to that nervous moment when I launched the Kickstarter, I might not have done it. And somewhere around 4 months prior to the Kickstarter, my game unraveled and was bombing in playtests where it had succeeded before. It wasn’t working. I hit super low. I was painting all the cards in the wee hours of the night, and I actually charted 3 months to finish. 🙂

      Because I set the plan in motion, and I had people I did not want to let down, I pushed through and made the plan happen. Game design is no easy feat. But you can do it. We’ll help! Share your robot game with us when you are ready!

  12. Kim on January 29, 2015

    Great post Peter. you got another subscription here.

    I’ll start blogging about Kickstarter from a non US designers point of view next month, and ramp up promotion for my MONSTROUS kickstarter campaign which starts in April. I’ll also try to get (p)review copies of Monstrous into US cons via either the Envoy program or Indie Game Alliance. See sneak previews of Monstrous at http://secretbasegames.com/

    • Peter Vaughan Author on January 29, 2015

      Thank you KIM! I really appreciate the email sign up! It means so much.

      I’m excited for your project MONSTROUS. (I like how you always capitalize the title). Seeing how much time you’ve been putting in forums and feeling out the process is not only going to give you great insight, but it’s definitely what I mean about saying goodbye to obscurity mode. Nice job!

      • Norv Brooks on January 29, 2015

        Kim – great artwork. I think I’d like to see a little more info in how the game is played. I wonder if you will be able to really deliver on this statement: “MONSTROUS is coming to Kickstarter in early 2015 and retail stores in mid 2015.”

        • Kim on February 1, 2015

          Ha – thanks for the compliment Norv and for reminding me. Gameplay descriptions and video are coming soon (certainly pre-KS) The KS is now looking like second half of April so you are right; I need to push back delivery promises on my website. Our production and fulfillment will be fast though because I’m deliberately not using PandaGM and I’ll be doing limited stretch goals and simple ‘free global shipping’ direct from China by airmail to everywhere. Nice and fast 🙂

  13. Matthias Bonnici on January 29, 2015

    This is a great article Peter and I am really glad you posted it. For a few years I have been teetering on both sides of Obscurity Mode.

    For the last 4 years I have been going to my local cons to promote our games Rampaging Jotunn and Dragon Chess. Two years ago we took a big step forward and went to Gencon and took part in the First Exposure Play Test Hall (highly recommended) and played Rampaging Jotunn over 80 times that weekend and Dragon Chess close to 20 times.

    We received a decent word of mouth from it and it was the push we needed to really try and get our act together. We have been trying to get the game published by another company because honestly, Kickstarter and what happens after Kickstarter scares the living hell out of me.

    We have garnered some interest and when we have a solid deal I am going to push hard on all media so we get the most attention. And I admit that I have a hard time delegating responsibility and I really should open it up for other fine folk to help us get the word out.

    This article gives me a lot of hope and ideas on moving forward with our projects. And I’ll happily sign up on your website and spread the word.

    Here’s a sneak peak of our two games: http://knighthawkgames.wix.com/play#!games/c9qb

  14. Evan on January 29, 2015

    Counterpoint: As a consumer, I do not want to hear about something until I can do something with that knowledge. If it’s a product release, I don’t want to hear about it until it’s almost out. Kickstarter? Don’t care until I can contribute. I absolutely hate companies like Fantasy Flight that promote a game for a year before it comes out. I realize this makes me odd.

  15. Joey V on January 29, 2015

    Congrats Peter! I’m caught between a film career and making games. I want to launch three projects this year but not sure if they will be KS projects or not. I think you might include more video game content on the blog and build your blog network across larger a larger video game maker and player social network in addition to table top.

    • Peter Vaughan Author on January 29, 2015

      Great idea Joey!

      Does anyone know a mirror “league of gamemakers” in the video game space we can reach out to and coordinate with. I admit I have been to GDC and Indiecade, but I don’t know much about the indie scene in video games. I’d love to have someone cover that at the League. Anyone who knows someone – contact me. peter@squirmybeast.com

  16. Max Games Seidman on January 29, 2015

    Great tips, and I realize my upcoming kickstarter (two weeks) is going to fall into the obscurity trap. Is there no benefit to keeping the campaign secret until it’s fully functional with good art, etc.?

    I would love feedback on our campaign… here’s the preview link: https://www.kickstarter.com/projects/1657830473/1712068287?token=e34f38da

    • Peter Vaughan Author on January 29, 2015

      Hi Max!

      There’s really no benefit to keeping it secret, although you’re not shouting it to the public, you’re talking up the link on board game forums. Here’s one on FB that you should get feedback from. They can be brutally honest, but a lot of people in that group with collective KS wisdom: https://www.facebook.com/groups/TabletopKickstarters/

      I checked out the campaign and left my 2 cents – hope it helps. Thank you very much for sharing! It’s the first step out of obscurity

  17. Kim on January 29, 2015

    Evan Im not sure that it makes you that odd at all. I think you might be in a relatively silent but significant minority who will at least ignore stuff until they can actively do something significant like lay down their money. The challenge for creators is that so much rides on the initial post launch 3 to 5 day period that we really have no choice but to prepublicise and design somewhat in public. Having said that I absolutely understand that trivial promotion in public done by many creators just contributes noise for many people who just want to game now. Its a conundrum. ive been contributing and promoting mainly in game design spaces online where I think the tolerance is high and minds are actively looking for points of difference to consider. But I plan to ramp up my public publicity in the 6 weeks leading up to my april kickstarter launch to try to have the best few days I can to build from in the rest of my campaign.

  18. Jon Gill on February 9, 2015

    Great article! I feel like our little self-publisher is doing most of the things that you suggest (telling everyone we know as frequently as we can, attending local events, sharing our BGG page, etc.) but are still laboring in relative obscurity mode. Hopefully when we launch our KS and have an actionable request for our limited following (‘back and share us like there’s no tomorrow!’) we will be able to break through that ceiling.

    My goal for 2015: Launch the Kickstarter for our first game Skulldug! (www.skulldug.com), get a few people interested in who the heck we are, and keep that momentum going into our next release!

  19. Adam Blinkinsop on April 15, 2015

    My own game goal for this year: I’m working on The Rise and Fall of Galactic Empires (Rise for short), a civilization-investment game (think Concordia meets Imperial).


    Marketing is hard! I’ve got a lively local playtest group, but no experience getting the word out. The 2015 goal we’re shooting for is a Kickstarter launch; hopefully by Gencon Prime. Wish us luck!

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