SiteAbout page where you'll see some familiar faces.
So what makes this one different from Kickstarter or IndieGoGo:
1) It's only for videogames
2) Not just anyone will be able to put up a project
3) Actual investment is an option, where you can get a return if the game does well
You can read a nice writeup
here for more details. Unless you're rich, you won't be investing. But you can still back projects like you would on KS or whatever.