From the announcement:
We are going to use the project to trial the crowdfunding idea as a possible alternative funding stream. This means we can fund some of our side projects with out using traditional funding sources (bank loans etc) and those that support us in the projects get something cool in exchange including copies of the game in limited colours and even get to vote on which logo we will use!
So, expect to see the Fist Fight Club dice game project very soon and if you help by supporting it, you will have our gratitude and some cool stuff. Just think of the stories you can tell your grandchildren!