It's really cool (and I'll totally be backing it) but I think they could do with adding an estimated page count to that campaign, or at least giving a better idea of how much text they'll be for each game. The video and description creates an impression of a book that's 10 pages long (1 spread per game). Granted those spreads will be awesome with a great pop-up model but for £35 I hope there's more to it.
Jesus. If it's such a good idea, go to a bloody publisher. It's what they do.
If no publisher will touch it with a large pole, it's probably not a good idea.