4 Things Board Game Exhibitors Do Better Than Their Video Game Counterparts
Last week I attended Tabletop Gaming Live in Manchester. It was a small show but offered big fun for gamers getting to play the latest hotness and games still in development. It also gave me an excellent opportunity to flip the script from my previous blog and to look at four areas where tabletop game exhibitors excel against their videogame counterparts.
1. Making an introduction
Photo: Stone Sword Games
“Take a look at these two minis and then check the label on the bottom,” said the rep from Exit 23 Games. I checked and to my surprise, while both minis were very different colours, the label showed that they were painted the same colour. It was a simple and interesting hook and gave us something to immediately talk about. (Their Turbo Dork range was truly stunning to see up close, by the way!)
Video game exhibitors use sizzle and spectacle to draw in attendees: massive stands and giant screens with enticing video. Tabletop exhibitors instead leveraged a more personal approach to make attendees feel comfortable. There's something about a genuine smile that works to create a low-stakes experience and encourage attendees to take a look at your products.
While a memorable intro like Cake of Doom's “Do you like cake?” might not work for every exhibitor, being personable and friendly goes a long way to making the right first impression. And best of all: it costs nothing.
2. Fostering community
Photo: Minerva Tabletop Games
Without fail, the people that you meet working a board game stand are first and foremost gamers themselves. There's an authentic sense of community among board, card, rpg, and wargamers that you don't find at other trade shows or conventions.
When visiting the stands, I was frequently asked what games I'd played so far and if I'd seen anything at the show that caught my eye. The exhibitors were clearly gamers and were excited to see what others had on offer. This lends a certain shorthand when explaining games based on others that attendees have played, but more importantly, it builds trust. People want to spend their money with people and companies that they feel are just like themselves.
3. Customising the experience
Photo: Hachette Board Games UK
As with any game convention, Tabletop Gaming Live exhibitors encouraged the 'try before you buy' approach. Depending on time and interest levels, vendors made it easy to have their games meet each gamer's situation. Often this meant tailoring the length of the demo – playing a sample turn instead of a full round or game. It could also mean removing 'take that' cards or highlighting more advanced mechanisms depending on the attitude and aptitude of the participants. Most demos I played were against people who understood how to showcase their game and make sure I had a fun experience (as opposed to trying to win at all costs!), and sometimes this meant tailoring things as we went along. Hardcoded video game demos never deliver this kind of adaptability on the fly.
4. Openness to feedback
Photo: Fate of Witches
Those demo games I mentioned above were almost all played against the game's designer. Being able to talk directly with the creator is one of the great perks of game conventions. The best designers (such as Peter from Fate of Witches above) were using the demo games as another playtest session, taking notes and asking questions about what was working and what wasn't. Far from just going through the motions, these designers genuinely wanted feedback and to improve their game based on what they learned from the games they played at the show.
So there you have it. Not surprisingly, all four items on this list boil down to the personal touch. I hope our hobby industry takes stock in the unique advantages that we have and continues to lean into our strengths.
Like this post? Check out more tips from the convention floor.
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?
