Generally speaking, games that are under development are a very secretive affair. Only right before launch, marketing really come into play. That's different with Kickstarter. You have to create buzz beforehand, and generate excitement for your project in order to collect capital, which in turn further promotes your game. Then you start to build the game, while the community rallies around you. Kickstarted has a very different perspective on marketing. I think it makes it easier to communicate with the users in order to deliver the product that they desire. I think in the future, this method will become the standard in game design.