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HOW TO GET INTERNATIONAL SALES FOR YOUR BOARD GAME: 5 KEY TIPS

HOW TO GET INTERNATIONAL SALES FOR YOUR BOARD GAME: 5 KEY TIPS

One of the biggest areas of our work as a leading Board Games Expert Consultancy is facilitating Export Sales for Games companies of all shapes and sizes. We have worked on growing international Sales for major iconic Games, and we have represented individual Game authors.

There are some underlying success factors which don’t change that much:

  1. Ask Yourself If Your Games Are Ready For Export, And If Not Make Them So!

Board Games are a cultural expression. Some types of Games and some Game themes will not work outside your home market. So the start point for growing your International Sales is to objectively assess if you are producing products with international potential. Many Games companies say they want to sell more outside their own country, but their actions in terms of the type of products they produce say otherwise!

 

  1. Build Long Term Relationships With Games Distributors Around The World

The key to success is this business is persistently building relationships and trust in those relationships. If you just sell as many units as you can to a distributor and then run away until the next time you want them to sell your new Games, then you are unlikely to maximise your success. These are your partners, and good partners try to make sure things work for their colleagues. Maybe they need more attention, perhaps they need to tweak their pitches, perhaps they just need constant communication to avoid losing focus on your Games, but either way you need to invest time, energy and travel budget in nurturing these critical relationships.

 

  1. Attend Key Trade Shows & Always Try To Get To One More Show Than Your Competition

It’s a cliché, but people buy from people. It’s hard to understand why some people would rather sit in their offices firing out impersonal process driven emails versus truly engaging with their distribution network. How will you find out what’s hot, which of your Games fits the current market trends best and which of your competition are doing good things unless you get out of your office and go and talk to people?

 

  1. Drive Your Own Success On Amazon & Other E-Commerce Platforms First Before Seeking To Expand Distribution

In this day and age there is little to stop you launching your Game around the world via Amazon and other platforms. If your Sales are low and reviews are terrible on Amazon, then why would anyone want to distribute your Game to other distribution channels? BUT if you have strong reviews on Amazon and good Sale levels, then for sure local distributors and their retailers will grumble about having to compete with Amazon, but at least they can see that there is strong consumer demand for your Games and that they are not unproven.

 

  1. Engage Experts In International Sales For Board Games

This does not just apply to our company, there are other International Sales Reps out there for sure, but we have been selling Games since the turn of the millennium. It would be true to say that we have been there and done it. We advise our clients on how to make their Games more export ready, we help to present their Games to many more distributors than they can reach themselves, and we use our 25 years of investment in relationships across the world of Games to get better feedback and to push for more Sales. There is a lot of grind involved in selling anything, but especially in Games where there is so much product to choose from. The reality is that we need to make a lot of presentations to make Sales. For many creatively lead companies working with International Sales specialists like our company can take away the sometimes soul crushing grind of repeatedly pitching product and failing to make a sale. Aside from our strong contact networks across the world of Games, it’s our willingness to hear ‘No’ a hundred times or more in order to get a Yes which creates our effectiveness!

 

 If you’re interested in getting help with International Sales for your Board Games or Tabletop Games business, feel free to get in touch via the ‘Contact’ page on this website: https://www.boardgamebiz.com/index.php/contact-us/

 

 

A DAY IN THE LIFE OF A BOARD GAMES BUSINESS EXPERT – Steve Reece

A Day in the Life of a Board Games Business Expert – Steve Reece

When people think of the board games industry, they often envision colorful boxes, enjoyable game nights, and perhaps a group of designers brainstorming their next big hit. However, behind the scenes, a board games business expert leads a dynamic and multifaceted life. From managing client relationships to staying updated on industry trends, no two days are ever alike. Here’s a look into a typical day in the life of our very own board games business expert, Steve Reece.

Morning:

Communication The day usually starts with a review of ongoing projects and emails from clients around the globe. The board games market is highly international, with manufacturers in Asia, designers in Europe, and distributors in North America. This means our inbox is constantly buzzing with inquiries, updates, and opportunities. A

After a quick cuppa tea (or two), it’s time to dive into the first major task of the day: business development. This could involve assisting a new game designer in refining their concept, advising a publisher on how to enter new markets, or making Sales calls and emails to Game distributors around the world. Each client and project presents unique challenges, so adaptability and creativity are key.

By late morning, there’s often been a couple of calls with a factory, a client or Games distributors. Sometimes Steve works as an expert witness on Board Games, in which case he will spend many days head down researching and writing legal statements pertaining to particular areas of the business of Board Games (Steve has been an expert witness to the Royal Courts of Justice in London, The Courts of Hong Kong as well as acting as a secondary adviser to other Consultants on legal matters pertaining to Board Games.

Afternoon: Normally the second half of the day is for ideating our own Board Game creations, or for meeting new partners who are seeking our assistance in commercialising or expanding their Board Games businesses.

Once that process is complete, Steve then writes and records content relating to the business of Games via his two podcasts, including our Board Game Biz podcast 

We also have a broader podcast looking at all matters related to the business of both Toys AND Games called Playing At Business, Steve also publishes a newsletter on Linked In on all matters relating to Games.

After leaving work for the day, sometimes we we ill conduct Game play testing in the evenings or sit there with a glass of wine coming up with new and ever crazier game ideas!

 

 

INTRODUCING…The Board Game Biz podcast!

INTRODUCING…The Board Game Biz podcast!

We are massively excited to announce the launch of our new podcast all about the business of board games – Board Game Biz

EPISODE 1 – An Overview Of The Business Of Board Games 

Welcome to the first episode of The BOARD GAME BIZ podcast where we dive deep into the business of board games (also including Card Games, Tabletop Games and any other physical i.e. non-digital Game formats!). The host of the show is renowned Games industry veteran and expert on the commercial side of the world of Games, Steve Reece.

In this inaugural episode, we’re starting with a comprehensive overview of the Board Games business. We’ll explore the key components that drive the board game market,. Whether you’re an aspiring game creator, a Game entrepeneur, a seasoned professional, or simply a Board Game enthusiast, this episode will provide valuable insights into the commercial intricacies of the industry.

Stay tuned as we unpack the trends, challenges, and opportunities that define the dynamic business of Board Games. Let’s get started on this exciting journey together!

Click link below to listen to Episode 1: An Overview Of The Business Of Board Games

https://sites.libsyn.com/556277/an-overview-of-the-board-games-business

 

Episode 2 – Understanding How Board Games Retail Works

Welcome back to The BOARD GAME BIZ podcast where we delve into the intricacies of the board games industry. Host, and Board Games industry expert, Steve Reece, takes us through today’s episode – Understanding How Board Games Retail Works.

Navigating the retail landscape can be complex, but it’s essential for the success of any board game. From selecting the right distribution channels to understanding retail pricing strategies, we’ll cover it all. We’ll also discuss how to establish and maintain relationships with retailers, the importance of packaging and shelf appeal, and how to leverage retail data to boost your game’s performance.

Whether you’re a game developer looking to get your product on store shelves or a retailer wanting to enhance your board game offerings, this episode is packed with valuable insights to help you succeed. Let’s dive into the world of board games retail and uncover the strategies that can make your game a hit!

https://sites.libsyn.com/556277/episode-2-understanding-how-board-games-retail-works

 

Episode 3 – The Many Benefits Of Playing Board Games

Welcome back to The BOARD GAME BIZ Podcast, where we explore the fascinating business of (non-digital) Games. Our host is Board Games business expert Consultant, Steve Reece, and in today’s episode, we’re delving into The Many Benefits of Playing Board Games.

Board games are not just about fun and entertainment—they offer a multitude of benefits that can enrich people’s lives in various ways. From fostering social connections and improving cognitive skills to reducing stress and enhancing creativity, the impact of board games goes far beyond the gaming table. We’ll uncover how playing board games can strengthen family bonds, develop strategic thinking, and even boost mental health.

Whether you’re a casual player, a dedicated gamer, or someone interested in the positive effects of board games, this episode is packed with insights that will make you appreciate the true value of this timeless hobby. We feel it’s important to run through these very many benefits of Games so that you feel real motivation to sell more Games, the more Games you sell and the more Games people play, the more good we do for humanity!

https://sites.libsyn.com/556277/episode-3-the-many-benefits-of-playing-board-games

 

Episode 4 – 5 Common Reasons Why People Fail To Get Their Game To Market

Welcome back to The BOARD GAME BIZ Podcast where we delve into the fascinating intricacies of the board games industry. In this episode, host (and well known Board Games Industry Expert) Steve Reece, talks us through “5 Common Reasons Why People Fail To Get Their Game To Market.”

Bringing a board game to market can be an exciting yet challenging journey. Many aspiring game designers face obstacles that prevent their game from reaching store shelves. Today, we’ll explore the top five reasons why these efforts often fall short. From common pitfalls in game design and production issues to marketing mistakes and distribution challenges, we’ll provide valuable insights to help you avoid these traps and successfully launch your game.

https://sites.libsyn.com/556277/episode-4-5-common-reasons-why-people-fail-to-get-their-game-to-market

 

Episode 5 – How To Sell Board Games

Welcome back to The BOARD GAME BIZ Podcast your go-to source for insights into the board games industry. In this episode, renowned expert in the commercialisation of Board Games, Steve Reece, takes us through How To Sell Board Games.

Today, we’ll explore the essential steps to successfully market and sell your board game. From understanding your target audience and crafting compelling pitches to leveraging social media and maximizing retail opportunities, we’ll cover all the bases. We’ll also discuss common pitfalls and how to avoid them, ensuring that your game not only reaches the market but thrives.

Whether you’re a newcomer eager to launch your first game or a seasoned pro looking to boost your sales, this episode is packed with valuable tips and tactics to help you succeed. Let’s get started and unlock the secrets to selling board games!

https://sites.libsyn.com/556277/episode-5-how-to-sell-board-games

Board Games – In Store Demonstrations: A Powerful Tool For Increasing Game Sales

Board Games – In Store Demonstrations: A Powerful Tool For Increasing Game Sales

 

This video features Board Games expert (and our Managing Director) Steve Reece, outlining the benefits of running in store demonstration to drive board game sales. The basic premise is this: board games spread like a virus, good games get recommended, and get played with in social groups, which then leads to more sales. The challenge though is how you get that viral effect started, and demonstrating how a game plays at the point of sale i.e. in retail is a powerful way to show people how much fun a game is & to use marketing to drive sell through on a fully tangibly measured way.

 

SO YOU INVENTED A BOARD GAME, NOW WHAT?

SO YOU INVENTED A BOARD GAME, NOW WHAT?

One of the best features of the Board Game business is that the barriers to entry are fairly low. You can come up with a new gameplay mechanic, get some graphic design done, or potentially do it yourself. You then find a factory, send them the specifications and the artwork files, and then you are ready to place an order and get your Game manufactured.

Sounds easy right…? Well we may have summarised a lot of different steps and difficult decisions and creative developments here for the sake of brevity, but the point is this – from a commercial perspective, developing the Game is the easy part!

The easiest thing to do in the business of Board Games is to press the button & write a purchase order for inventory of your Game – that’s what so many Board Game startups do. The hard part is to actually sell it.

Number one point here – please think very carefully about manufacturing your Game. You can easily create a mock up, or prototype of your Game, you can even today produce a more or less final looking and working version of your Game at a comparatively affordable cost. You may want to go and try to sell that sample to potential customers first before you even think about starting a manufacturing run.

Imagine if the feedback you get is a). that might work, but here’s some things you need to change or b). That product has no chance of working, we would never buy it. If you get this feedback, you will feel silly to have run manufacturing and to be sat on thousands of copies of a Game that nobody wants to buy, or which could have been saleable if you had presented it to the market first and then taken on board the market feedback to tweak your product to make it a much more compelling proposition.

We have advised plenty of companies who have run production and then failed to secure any Sales for the Game. Over the decade and a half we have been in this business of Consulting on the Board Games business, we have had plenty of people pay us to run, in effect, a post mortem for their Game. And routinely within seconds of looking at the Game we spot various critical flaws or misconceptions which make the product commercially unviable.

But that’s not just us, we aren’t saying that we know everything – far from it! But ANY industry person can tell you if your packaging size/format is a problem, if your theme is off, if your gameplay has fundamental flaws, if your product is likely to have any commercial appeal or not. You don’t have to come to us for (paid for) advice and feedback on your product, although you can if you want, but there are many industry source you can validate your Game with first before you start incurring major costs and ordering inventory.

The bottom line then is this: the answer to the question of ‘So you invented a Board Game, Now What?’ is that you need to validate the potential for the Game and seek feedback from the market – both consumers and where relevant to your proposed business model, from Retailers as well. The ‘Now What’ should not lightly be the fact that YOU like your Game so much that you’re going to order 5,000 units of it, at least not until you find out if other people share your enthusiasm for your Game! Please don’t make the same avoidable mistake that so many Board Game startups make…

 

If you want to check our Board Games Business Consultancy services, just click here: https://www.boardgamebiz.com/index.php/board-game-business-consultancy-services/

BOARD GAMES PACKAGING – 5 KEY THINGS TO GET RIGHT FOR A SUCCESSFUL GAME

BOARD GAMES PACKAGING – 5 KEY THINGS TO GET RIGHT FOR A SUCCESSFUL GAME

Sign up to our Free Toy Industry Journal e-newsletter for the latest articles, podcasts, trends and insights into what’s going on in the Global Toy & Games business, just click here to sign up: https://forms.aweber.com/form/54/1325077854.htm

BOARD GAMES PACKAGING – 5 KEY THINGS TO GET RIGHT FOR A SUCCESSFUL GAME

There are a couple of major drivers of board games sales. Arguably the most important is the quality of the game experience itself, because a good game, or even better, a great game, will eventually start to sell itself when enough people have played it. Games are innately sociable, so you are automatically sharing a good experience with other people, which will therefore beget a ‘viral’ effect. The second most important driver of board games sales (arguably) is the packaging. Unlike a Toy, where the functionality (and therefore the fun) of the game is the critical factor, game packaging needs to do something more complicated – it needs to communicate the basic game concept of course, as well as the theme, but most importantly it needs to communicate how & why the resultant social experience will be better than all the other games around it in retail. It’s quite difficult to be certain of why one pack design is more effective than the other, as there are so many subjective factors. But after years of working on Games, research testing them with Gamers and listening to (often firmly delivered!) retail feedback, the key factors I believe are:

1. Clarity– on one level, mystique can be very successful in marketing products. But for Games, you definitely need to overtly or covertly communicate the type of game, a basic but clear idea of the theme or game concept, who it is for and why they should buy it.

2. Graphic design style that fits the genre of the Game, the consumer target and the retail channels. For example, a ‘Hobby’ or ‘Gamers’ Game which is heavy on instructions and strategy, and primarily, or at least initially, targeting the German market, will have a very different illustration style to a mass market game launching in the USA. This factor is not difficult…look around at other Games in the same space and you will usually find it easy to identify the prevailing style. For sure you can try to make the mould if you want to, but just have a good reason for doing that – if every other Game in your genre has a particular pack design style, how do you deliver what the standard approach delivers while doing something different? My creative colleagues may (and many times have!) berated this mindset as they naturally want to innovate & break the rules, but in that case, there should be a clear rationale, and not just a vague desire to do something different. Something different requires consumer education, because purchase habits in the Games space are fairly habitual, and if you break the habit, you need to work much harder to educate and incentivise people than you do when you just feed an existing habit!

3. Clear communication of mandatories– if you look at Games from major players in the industries, they tend to have some mandatory communications which appear as a visual callout. Think about the classic MB Games stripe down which used to appear down the left hand side of all classic MB products like Guess Who, Connect 4, Operation et all each have a very different theme and game play, but yet the consistent communication of age target, maybe even typical game play length. In short, this approach to communicating mandatories in a clear and repetitive format, in a way which is visually distinctive from the creative graphic elements of the pack is a proven part of successful games packaging design. But you don’t have to literally carve out a distinct mandatories space on the front of pack, you can deliver the necessary information in many ways as long as it leaps out to the eye quickly & clearly.

4. Details belong on the back of pack– it is definitely possible to over complicate a front of pack design. So normal practise is to put details, as well as actual vs idealised visuals on the back of pack. There is debate over whether you should show people playing the Game on back of pack or not. Showing people of a particular demographic gives a clear signal of who you are aiming the Game at. Not doing that potentially makes your audience broader. I have worked on many of the best-selling (as well as some of the worst-selling) Games of all time in some way or another, and some fd those Games featured images of people playing on the back, and some didn’t.

5. Don’t forget the sides of the packaging – in some retail formats (especially in some European countries), Games are stacked on top of each other instead of side by side. This makes the communication on the sides of the packaging critical therefore. Some Games feature only the Game logo on the side of the pack, which seems like a lack of thoughtfulness does it not? Surely you would also add in any critical mandatories (like age target), a position strap line & and an intriguing image, character or illustration to get the shopper to take the game of shelf?

Our Consultancy call service offers you the chance to ask any questions you have about your business, your products, export markets, manufacturing – pretty much anything about how to get ahead in the Toy business or in the world of Games, We can also give you some additional contacts of key people across the business from distributors to factories to product developers. If you want to find out more on how this service works, just click here: https://www.kidsbrandinsight.com/services

Sign up to our Free Toy Industry Journal e-newsletter for the latest articles, podcasts, trends and insights into what’s going on in the Global Toy & Games business, just click here to sign up: https://forms.aweber.com/form/54/1325077854.htm

Make the Board Game of a TV Gameshow – 51/55 Features Of Best-Selling Board Games

Make the Board Game of a TV Gameshow – 51/55 Features Of Best-Selling Board Games

Mass market TV Gameshows are often THE best-selling Board Games, because millions of people sit through the gameplay pattern regularly and can thus understand and connect with the Board Game when released. Who Wants To Be A Millionaire, Deal or No Deal & others were massive smash hits. Bear in mind the creators and TV companies know how hot Gameshows can be, so expect to spend big to get the rights.

One of the biggest barriers to game playing is the general apathy towards reading rules. People want to play games for fun, and while there is a significant minority who find fun in learning a gameplay and then explaining it, the biggest sellers are usually either a). simple and quick to understand gameplays i.e. Dobble/Spot It or b). the gameplay is already known. The latter of these is of course one of the primary drivers of sales of gameshow-based board games – people already know (more or less) how the game plays from watching the TV. You also in effect get an extended TV commercial for your gameshow board game every time the TV show airs.

 

Our Managing Director, Steve Reece, works with a limited number of companies as a non-executive director, independent board director and as a board adviser. If you are interested in finding out more about this, just click here:

https://www.kidsbrandinsight.com/services/board-advisory-service/

Have you checked out our PLAYING AT BUSINESS podcast? We talk all things toy & game business & interview interesting people from across the business: https://playingatbusiness.libsyn.com/