Unboxed: A Board Game Industry Discussion

There's no understating it. Co-designed board games are making for some of the best new products to hit the market. We asked co-design wizard Sen-Foong Lim to share why he enjoys the co-design process and how that's helped him and his co-designers maximize their efforts. Special thanks to our episode contributors: Sen-Foong Lim Episode written and produced by Danni Loe & Jennifer Graham-Macht. Beats by Lukas Michas. If you liked this episode, support us further by treating us to a Ko-fi and following us on Twitter!

Is there a cozy game bubble? And if so, is it about to pop? We sure hope not! Jen and Danni are joined by Lysa Penrose, Head of New Games Marketing at Ravensburger, to dive into these questions. Special thanks to our episode contributors: Lysa PenroseRavensburger Episode written and produced by Danni Loe & Jennifer Graham-Macht. Beats by Lukas Michas. If you liked this episode, support us further by treating us to a Ko-fi and following us on Twitter!

Asking yourself the age-old question of how to balance information and entertainment in short form video content? Us too! So we asked social video content guru Ray Billings, Digital Content Coordinator at The Op, to share how her approach to maximizing the seconds on TikToks and Reels to support their growing audience on both platforms. Special thanks to our episode contributors: Ray BillingsThe Op Episode written and produced by Danni Loe & Jennifer Graham-Macht. Beats by Lukas Michas. If you liked this episode, support us further by treating us to a Ko-fi and following us on Twitter!

There is a lot of diverse talent required to make a game! Join Danni and Jen as they discuss how to highlight and celebrate all the different types of work being done in the industry, and why that's a good thing for your game. Episode written and produced by Danni Loe & Jennifer Graham-Macht Beats by Lukas Michas If you liked this episode, support us further by treating us to a Ko-fi and following us on Twitter!

How do you start building a new community - and where? AJ Porifio, founder of Van Ryder Games, joins Danni and Jen to share his innovative ways of building, broadening, and enriching Van Ryder's community of fans. Special thanks to our episode contributors: AJ Porifio / Van Ryder Games If you liked this episode, support us further by treating us to a Ko-fi and following us on Twitter!

How does a positive learning experience impact support of a product? Expert Rodney Smith, founder of Watch It Played, reflects on what success looks like while teaching a game, and how publishers and industry members can step up players’ learning experiences. Special thanks to our episode contributors: Rodney SmithWatch It Played If you liked this episode, support us further by treating us to a Ko-fi and following us on Twitter!

The board game industry is the Wild West when it comes to visual standards in our products. We’re a far cry from the mid-century Milton Bradley graphic design template that graces the nostalgic place we have in our hearts for the games that got us into gaming. But is that to the benefit of our products and players? Jen and Danni debate the future of art in modern board game product design! If you liked this episode, support us further by treating us to a Ko-fi and following us on Twitter!

Do rising tides really raise all ships? Brotherwise Games thought so when they created a free, fan-focused, publisher-driven magazine called Turn Order for Gen Con 2023. Danni and Jen ask Brotherwise Marketing Designer, Jillian Ross, to share their lessons learned from this creative marketing endeavor. Special thanks to our episode contributors: Jillian RossBrotherwise Games If you liked this episode, support us further by treating us to a Ko-fi and following us on Twitter!

Your game is designed, manufactured, and shipped. Now it's time to sell it, but where?! Matt Aiken, co-owner of Keymaster Games, joins Danni and Jen to share his experience diving into the world of omnichannel sales & marketing (OSM). Is omnichannel strategy right for you? Matt parses through the opportunities and challenges of selling your product across multiple platforms. Special thanks to our episode contributors: Matt Aiken If you liked this episode, support us further by treating us to a Ko-fi and following us on Twitter!

Box sizes: Who knew they could have such a powerful impact on product and sales strategy? The team at Allplay sure does! Danni and Jen tap Allplay COO, Joe Wiggins' knowledge bank about limiting the Allplay board game product catalog to two box sizes and the impact this decision has had on development and their relationship with customers. Special thanks to our episode contributors: Joe WigginsAllplay If you liked this episode, support us further by treating us to a Ko-fi and following us on Twitter!

Community building shares a common foundation with starting a cult. At least, that's what Danni and Jen think. They share insights on how to build a sustainable community around your games and brand by reflecting on your mission, onboarding new members, organizing outreach, establishing boundaries, and having a consistent schedule. Special thanks to our episode contributors: Scott AlmesElizabeth HargraveTravis D. HillCole Werhle Audio transcription available here! Episode timestamps: 0:00 - Experience at Tabletop Network7:33 - Remember the M.O.O.N.S.12:25 - M = Mission19:04 - O = Onboard24:10 - O = Outreach32:38 - N = No-Gos38:14 - S = Schedule If you liked this episode, support us further by treating us to a Ko-fi and following us on Twitter!

When was the last time you evaluated how your publisher/media relationships are going? Danni and Jen connect with some of their longest running media partnerships to see what's working, and how we can continue to grow those relationships long into the future. Investment here is about way more than money! Special thanks to our episode contributors: Suzanne Sheldon Danielle Standring Grant Lyons Audio transcription available here! Episode timestamps: 0:00 - Publisher-creator relationships in the board game industry5:31 - Media categories and their roles14:57 - Publisher goals for successful game marketing19:37 - Content creator goals and approaches27:30 - Best practices for publishers and creators If you liked this episode, support us further by treating us to a Ko-fi and following us on Twitter!

How do we effectively use content to drive demand for our products? Danni and Jen share some observations from major campaigns both outside and inside the board game industry to inspire your own content marketing strategies. Special thanks to our episode contributors: Van Ryder Games Wyrmwood Gaming Audio transcription available here. If you liked this episode, support us further by treating us to a Ko-fi and following us on Twitter!

How do we work greener in gaming? Guest T. Caires joins Danni and Jen to talk about the Green Games Guide and the future of making and marketing games greener. Audio transcription available here. Episode timestamps: 0:00 - Introducing T. Caires1:41 - What is the Green Games Guide3:23 - What does it mean to be green?7:49 - How to be more green in your life?12:38 - Thoughtful and intentional production17:52 - Hidden costs of replacements21:53 - Is paper marketing green?30:00 - Small changes to existing products33:16 - Think like the end-user If you liked this episode, support us further by treating us to a Ko-fi and following us on Twitter!

Danni and Jen discuss three essential questions that have helped them find success in crowdfunding games.  Audio transcription available here. Episode timestamps: 0:00 - What is the threshold you need to hit in order for a product to have long-term success?13:18 - How crowdfunding is not the end all, be all18:38 - Crowdfunding is like a floating holiday23:33 - When you have a crowdfunding campaign, you’re creating instant gratification29:41 - The importance of making it as easy as possible for backers35:30 - Kickstarter campaigns as a marketing tool for games40:06 - Launch dates are a powerful day of marketing If you liked this episode, support us further by treating us to a Ko-fi and following us on Twitter!

Danni and Jen outline the basics of lifestyle photography and videography, how to get the most bang for your buck, and challenge listeners to think critically about visual needs for their specific product.   Audio transcription available here.   Originally aired on Twitter Spaces on January 26, 2023. Episode timestamps: 0:00 - Why do we take lifestyle photos and videos?4:24 - What types of video content can you create?8:33 - Deciding on and asking for aspect ratio ahead of time..14:04 - How do lifestyle visuals play a role on Amazon?17:01 - What to consider when you’re asking for that content.21:19 - How storyboards are used with specific types of video.25:12 - Turing white photos into transparent assets.31:25 - Pricing and packaging considerations. If you liked this episode, support us further by treating us to a Ko-fi and following us on Twitter!

Danni and Jen recap fun, engaging marketing trends they saw and tested during the 2022 holiday season. From gift guides to giving back to the community, let these marketing ideas inspire your holiday planning in 2023.   Audio transcription available here.   Originally aired on Twitter Spaces on December 6, 2022. Episode timestamps: 0:00 - When did you start seeing holiday messaging this year?13:08 - How to segment your audience?18:15 - Gift Guides21:42 - Importance of consistency in sales32:14 - Using social media during holiday36:16 - Following trends and changes40:22 - Environmental giving and charity50:00 - How to inspire confidence and increase sales If you liked this episode, support us further by treating us to a Ko-fi and following us on Twitter!

Danni and Jen zoom in on strategies for announcement day for a new product. Who builds the hype train best, and the differences between digital announcements and in-person event opportunities. Audio transcription available here. Originally aired on Twitter Spaces on August 25, 2022. Episode timestamps: 0:00 - What is a product announcement?7:38 - What are some key ways to announce a new product?12:0 - How do you quantify success?17:29 - Importance of tone in marketing24:53 - What's happening at Gen Con33:27 - Expectations with convention announcements45:35 - Frosthaven's "big scoop" moment54:12 - How to leverage conventions If you liked this episode, support us further by treating us to a Ko-fi and following us on Twitter!

Danni and Jen discuss D2C communication through email, learned best practices on email platforms like Mailchimp and Klaviyo, and how we can and should start building communication strategies with SMS. Audio transcription available here. Originally aired on Twitter Spaces on June 30, 2022. Episode timestamps: 0:00 - Newsletters in the board game industry8:53 - Importance of driving traffic to your site23:58 - Best days to send emails34:11 - Using email to connect with audience47:22 - Using tag functions52:50 - Cleaning your list57:31 - The future of SMS marketing If you liked this episode, support us further by treating us to a Ko-fi and following us on Twitter!

Danni and Jen discuss how to plan your communications surrounding pre-order launch all the up to (and after) release of your product in a three month time period. Audio transcription available here. Originally aired on Twitter Spaces on May 20, 2022. Episode timestamps: 0:00 - Different audiences to consider for your messaging14:40 - Three primary communication channels they use19:47 - Using conventions as launching point23:34 - Difference between shotgun versus drip-feed of info33:25 - Preparing for six week countdown to announcement42:36 - How fans use social media to engage with product48:28 - Promos with pre-orders If you liked this episode, support us further by treating us to a Ko-fi and following us on Twitter!