4 Things Video Game Exhibitors Do Better Than Their Board Game Counterparts
Last week I attended the world's largest gaming event - Gamescom - in Cologne, Germany. This was the triumphant return of the video game trade fair following the pandemic, and while it was a smaller show than previous years, it remained a massive show with 265,000 attendees from over 100 countries.
We in the board game industry are often envious of our counterparts in video games. Let's face it: they do it big. Big projects, big audiences, and of course, big budgets. Exhibiting at Gamescom with a modest presence could easily cost tens of thousands of pounds.
While most board game companies won't ever exhibit at this scale, there's still a lot that we can learn from our counterparts in the digital realm when it comes to having a great convention. With that in mind, here are four (and a half!) things video game exhibitors are doing better than board games at trade shows.
1. Managing people flow
Photo: team 17 stand, Hall 7 Koelnmesse / gamescom / © Koelnmesse GmbH, Harald Fleissner
At the heart of the convention experience is playing games. For us, this involves multiple attendees at a time gathered around demo tables to try our latest or in-development games. Attendees come and go, navigating around each other, tables, and booth staff teaching the games. Board game booths are usually filled with gaming, product displays, and retail space. Some are fortunate to have a back area for stock or additional tables for meetings, but even the best board game booths can feel cramped.
At Gamescom, exhibitors had a similar goal -- to get gamers in the booth to play their titles and turn them over smoothly. While video games don't require the personal instruction of a board game, they take up significant space with a screen, console, and desk area for each participant. Despite the space required, people flow rarely seemed to be an issue within the exhibitor spaces (notwithstanding long queues that sometimes stretched out into the convention floor).
This success is as much a function of organisation as it is of staff resources. Attendees at video game booths know how long they have to play a game (often hard-coded into the demo itself), and staff are there not to teach games, but rather to get people seated and to reset for the next batch of gamers. Staff also use the waiting experience to talk players up about the game, to hype them up and sell them on the experience. Video game exhibitors also allotted more room for people flow, particularly around getting to and from the gaming area.
I'm not suggesting that board game publishers cut down on their gaming space or staff complement, but having a more focused presentation will help attendees know what's important and increase sales. Old titles shouldn't be given the same amount of space as your new hot game. Make it clear to gamers what you really want them to engage with, and provide the room to do so. Keeping less stock on the booth helps alleviate claustrophobia when attendees visit your booth. And if you have the resources, booking a booth even one size up to allow more people to flow in and out can lead to a better experience and increased sales.
1.5 Bonus - Making use of vertical space
Photo: SEGA stand, Hall 9 Koelnmesse / gamescom / © Koelnmesse GmbH, Harald Fleissner
Another way to clear floor space in your booth is to look up. Gamescom exhibitors made good use of the vertical space above their booth to attract attention from a distance or extend their brand assets. At board game conventions, you tend to see only the largest exhibitors use vertical space for things like hanging banners. While it adds another logistical layer, it's a great way to free up space and stand out from other booths in your area. Even some simple shelving helps clear floor space for foot traffic and gets your products up at eye level where they will attract the most attention.
2. Integrating brand assets into booth space
Photo: Bandai Namco stand, Hall 7 Koelnmesse / gamescom / © Koelnmesse GmbH, Thomas Klerx
From live wrestling matches to a giant farm tractor, Gamescom had no shortage of over-the-top ways to grab attention and bring game assets into a physical space. Perhaps the best executed, though, were the smaller-scale and simpler approaches.
Two Point Campus' presence had gamers seated at retro school desks, like the ones from the game, for instance. Company of Heroes wrapped its gaming desks in a sandbag graphic to put players in the game environment. These little things bring the game's feel to the space where the attendees are playing it.
Tabletop game exhibitors are already doing good work in this area - particularly those who put booth staff in costume (the days of black t-shirts should be over). There's more to be done to bring your titles to life, though. Think about decorating your space using enlarged game assets like statues or having a cabinet to display painted game miniatures. Match your floor colour to your box art (or to your brand colours so you can reuse it year after year), or use custom mats on the game tables. All of these come with increased cost and effort, but go a long way to stand out in a sea of pop-up roller banners.
3. Engaging attendees beyond a demo or sale
Photo: THQ Nordic stand, Hall 8 Koelnmesse / gamescom / © Koelnmesse GmbH, Thomas Klerx
In an ideal world, you've got a great game, and when people play it, it sells itself. Video and board games are aligned here -- get bums in chairs to play games and hopefully convert them in to a customer. But what happens when your game isn't available for purchase yet?
At Gamescom, most games are either new releases or are still in development. With thousands of games being shown, publishers want their titles to be remembered. Indie devs all had QR codes so that their game could easily be added to a Steam wishlist. Big publishers gave out t-shirts and convention-specific merch or had something unique to engage with or take a photo of. All of this was to make their game 'stick' to gamers after the convention was over.
Board game exhibitors can (and do) lift a lot of this - such as QR codes to direct to crowdfunding launch pages or email sign-up forms. While you might not have a big budget for swag or contests, consider printed materials that con-goers can take with them (ideally with a code or incentive to have them take future action). Maybe you can create something truly special on your stand that people will want to take a photo of and share on their social media. Having someone take time to learn your game and play a turn, only to walk away and forget about it forever is a huge waste.
4. Content creator consideration
Photo: © Two Point Studios
Gamescom was filled with influencers. You couldn't take a few steps without seeing someone with a GoPro or a ring light. From cosplay set-ups to TikTok and Twitch integrations, the convention was an ideal setting for compelling content creation. Many exhibitors leaned into this, setting aside special areas for influencers to play their game where lighting and cameras were already installed, making it easy for influencers to do their thing.
The quick takeaway for board game exhibitors should be to welcome content creators with open arms. Invite them to your booth ahead of time and make it easy for them to create content while they are there. While you might not have room for lights and cameras, having a unique backdrop or giving them some unique 'share-worthy' items can go a long way to make them feel special and included.
Like this post? Check out more of my show floor tips.
Travis Smith | Board Game Marketer | Gundalow Games
I’m a marketing communicator with a drive to help other passionate people succeed. With 20 years of marketing, public relations, and sales experience to share with you, I’m an ideal partner for your game project. So why not get in touch today?
