Navigating Challenges in the Board Game Industry
In an age dominated by virtual entertainment, the enduring appeal of board games might seem unexpected. Yet, despite these challenges the board game industry not only survives, but thrives, driven by a renewed interest in tangible, social experiences post-pandemic.
However, this renaissance has its own hurdles, and with the number of new games released every day, each hurdle can trip even the most experienced game maker. From supply chain complexities to shifting consumer expectations, the board game sector has to navigate a number of challenges.
Supply Chain and Manufacturing Challenges
One of the biggest obstacles for board game publishers is managing the necessary intricate supply chains and manufacturing processes. Unlike digital products, board games require physical components that can require services including:
- Printing
- Plastic and metal sculpting
- Painting
All of these need to be sourced globally, manufactured, and then distributed to retailers and customers worldwide. Issues such as material shortages, production delays, and shipping disruptions can significantly impact timelines and costs.
Overcoming these challenges demands proactive planning and adaptable strategies—you can't just assume that everything in the process will go right. This often creates higher manufacturing costs, which you may have to end up passing on to the product pricing.
Aggressively Competitive Markets
The resurgence of board games has led to a massive number of new titles entering the market every year. According to Board Game Geek, 2019 saw over 4.5 thousand new games published, and that number is only climbing.
Standing out in a such a crowded marketplace requires more than a compelling game concept; you need effective marketing, robust distribution channels, and substantial investments in artwork and production quality.
Established publishers may have the most shelf space at Target or Toys 'R' Us, but the still have to continuously innovate to just to keep their share of the market. Meanwhile, indie developers have to figure out how to get noticed among giants like Hasbro or Parker Bros. Crowdfunding platforms like Kickstarter have made funding access available to everybody, but that funding is dependent on its own form of marketing..
Hybrid Digital/Board Games
Though the board game industry traditionally screams "analog," many publishers have embraced digital transformation. Digital adaptations through apps or online platforms, such as online versions of Settlers of Catan, Magic the Gathering, and the advent of Roll20 offer new revenue streams and global accessibility. However, these adaptations blur the lines between traditional board games and video games, challenging the industry's identity and forcing less-established designers or publishers to make painful choices.
Then there's the hybrid models, which combining physical games with digital components. Formerly reserved for included DVD players, these new innovations are much more accessible than before, but fraught with issues. While these companion-app games can enhance gameplay and attract tech-savvy consumers or explain complicated rulesets, executing them effectively still requires you to market to board game consumers who may not want to need to download an app, or may be thinking, "can I still play the game if the company goes down and the app stops being maintained?"
Adapting to Evolving Consumer Preferences
Where before it was easy to sell new games as simply "Monopoly but the rules are slightly different," consumer preferences are evolving. Modern consumers seek diverse gaming experiences, from quick, casual games card-matching games to more immersive Euro-style simulation games. Publishers have to balance innovation with tradition to cater to both old guard players and people seeking a brand new board game experience.
The Influencer Experience
The influence of social media and online influencers has permanently reshaped game discovery and promotion. Getting on game shelves isn't enough; potential customers are going to be looking at their favorite board game reviewers or rankings lists on Board Game Geek. Positive reviews and endorsements can propel a game to success, while negative publicity spreads rapidly. Managing your company's online reputation and fostering community engagement are now integral to maintaining relevance and success in an industry where media personalities are increasingly a necessary part of sales and marketing.
What Does This Mean for Publishers?
Though more people are buying board games than ever before, the industry itself now faces formidable challenges. With those challenges, however, come opportunities for growth and innovation.
By embracing technological advancements, diversifying offerings, and nurturing inclusive communities, the industry can build on its legacy while paving the way for an exciting future. As publishers, developers, and players collaborate, the future promises a vibrant landscape where creativity thrives and tabletop experiences continue to captivate enthusiasts worldwide.