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As Gen Con 2024 approaches, we can't contain our excitement to see what's new in tabletop gaming. Game Brands is going to be in Indianapolis for Gen Con Indy from August 1-4, 2024, and this year's convention promises a fantastic lineup of events, presenters, and activities. Here's a detailed preview of what we're looking forward to at Gen Con 2024.

Key Events and Highlights

Game Sessions and Tournaments

Gen Con 2024 will feature thousands of game sessions across a wide variety of genres. Highlights include:

1. Dungeons & Dragons Epic Events: There are multiple large-scale one-shot D&D sessions, including a special adventure written exclusively for Gen Con 2024. If you're in, make sure to roll up a character!
2. Magic: The Gathering Tournaments: Competitive play will include a Grand Prix event and draft tournaments. There will also be casual play opportunities; Game Brands is looking forward to bringing some EDH decks and getting some good spellslinging in.
3. Board Game Marathons: Popular titles such as "Gloomhaven," "Wingspan," and "Terraforming Mars" will have dedicated play areas, with special sessions for new expansions and releases. If you've been looking to try these out before getting your hands on a copy, now's the perfect time!
4. Other Sanctioned Tournaments: MTG and D&D aren't the only official tournament events to look forward to. If you're into Fantasy Flight Games' Star Wars Unlimited or Restoration Games' Unmatched, Gen Con is hosting official tournaments for those as well.

Workshops and Panels

The convention will host numerous workshops and panels led by industry experts. Notable sessions include:

1. Game Design Workshops: Led by renowned designers such as Rob Daviau (creator of "Pandemic Legacy") and Elizabeth Hargrave (designer of "Wingspan"), these workshops will cover topics from game mechanics to narrative development. If you're a newbie game developer, sign up for these ahead of time to find out what you need to know!
2. Publishing and Marketing Panels: The hardest part of getting a new board game out into the world is the marketing. At this panel, industry leaders from publishers like Wizards of the Coast and Asmodee will discuss the latest trends in game publishing and effective marketing strategies.
3. Diversity in Gaming: As tabletop gaming's audience expands, so too do its designers. Gen Con 2024 features panels addressing inclusivity and representation in the gaming industry, featuring speakers like Tanya DePass (founder of I Need Diverse Games) and Ajit George (co-writer of "Journey Through the Radiant Citadel").

Special Presentations and Keynotes

Gen Con 2024 will feature special presentations and keynote addresses, including:

1. Opening Keynote: Given by Gen Con founder Peter Adkison, reflecting on the convention’s history and future.
2. Industry Trends: A keynote by Eric Lang, an influential game designer, discussing the future of tabletop gaming and emerging trends.
3. Game Announcements: Major publishers will reveal new game titles and expansions during exclusive presentations. Be sure to check out Restoration Games' keynote for an announcement of their newest license!

Notable Presenters and Guests

Game Designers and Developers

1. Matt Mercer: The renowned Dungeon Master of "Critical Role" will host several live-play sessions and panels. If you're looking to learn to DM, these are events you won't want to miss.
2. Isaac Childres: The designer of "Gloomhaven" will lead discussions on complex game design and the development of the "Gloomhaven" universe.
3. Jamey Stegmaier: The founder of Stonemaier Games will present on crowdfunding strategies and community engagement. Stonemaier is renowned for their pioneering work in digital marketing, so if you're struggling with getting traction online, you'll need this presentation.

Authors and Artists

1. R.A. Salvatore: Yes, that R.A. Salvatore. The acclaimed author will discuss his work on "The Legend of Drizzt" series and his contributions to D&D lore and the Forgotten Realms.
2. Lena Richter: An artist known for her work in games like "Root" and "Fort," will showcase her artwork and participate in a live art demonstration which should be a treat for all artists and art fans.

Industry Professionals

1. Rosie Games Panel: Representatives from Rosie Games, known for innovative board game publishing, will discuss new projects and industry innovations.
2. Kickstarter Experts: A panel featuring successful Kickstarter campaigners sharing insights on running effective crowdfunding campaigns. If you're new to digital marketing, this one is a must.

Interactive Experiences

Exhibitor Hall

The exhibitor hall this year will feature over 500 exhibitors, offering a mix of well-established publishers and indie developers. Highlights include:

1. Game Demos: Attendees can try out new and upcoming games at demo booths. This is where I first tried out Ares Games' Sword and Sorcery last year, and I'm eager to see what else is up for trying!
2. Exclusive Merch: Limited edition items, including game expansions, collectibles, and apparel, will be available. If you're a Funko Pop collector, you won't want to miss their booth!
3. Meet-and-Greets: Opportunities to meet designers, artists, and authors for signings and photo ops. Fan of Ginny Di, or want to get some signed art from Naomi Vandoren? This is your chance!

Playtesting and Prototyping

1. Playtest Hall: A dedicated area where attendees can playtest prototypes from emerging designers and provide feedback. This was my favorite part of the Con last year, and I'm eager to see what's new this year!
2. Prototype Presentations: Sessions where designers present their upcoming projects and receive live feedback from industry experts and attendees. If you're a game designer, this is your chance to get professional feedback, so sign up now!

Community Events

1. Cosplay Contest: Featuring elaborate costumes from various games, judged by a panel of professional cosplayers. As avid cosplayers ourselves, we can't wait to see what makes it onto the floor this year.
2. Gen Con Dance: An after-hours event with themed music and entertainment. Make friends, network, and just hang out!
3. Charity Events: This year includes a charity auction with rare and unique gaming items, and a charity game night supporting local organizations for the Indianapolis area.

Are You Excited Yet?

We are! Gen Con 2024 promises to deliver an exceptional experience, with a massive lineup of game sessions, workshops, and presentations. That's not even speaking about the incredible guests and the industry professionals offering valuable insights and networking opportunities. Whether you're a seasoned gamer, a budding designer, or a curious newcomer, Gen Con 2024 is sure to be an event you won't forget.

Brunswick Billiards

Strengths:

• Heritage and Expertise: With over 175 years of experience, Brunswick has honed its production techniques, ensuring high standards of quality and consistency.
• Innovative Design: The company regularly introduces new designs that blend traditional aesthetics with modern functionality, appealing to a broad customer base.
• Comprehensive Product Line: Brunswick offers a wide range of products, including pool tables, foosball tables, shuffleboard tables, and accessories, catering to various customer needs and preferences.

Imperial International

Strengths:

• Diverse Offerings: Imperial International provides a broad array of game tables, including pool, foosball, air hockey, and multi-game tables, as well as a variety of accessories.
• Strategic Partnerships: The company collaborates with major brands and distributors, enhancing its market reach and product availability.
• Quality and Value: Imperial International balances quality with affordability, making their products accessible to a wide range of consumers without compromising on performance.

Joola

Strengths:

• Professional Endorsements: Joola’s products are frequently used in international competitions, underscoring their quality and reliability.
• Research and Development: The company invests significantly in R&D, continually improving its products to meet the evolving needs of players.
• Customer Focus: Joola caters to both professional athletes and recreational players, offering products that range from entry-level to professional-grade tables and accessories.

Venture Shuffleboard

Strengths:

• Artisanal Craftsmanship: Venture emphasizes hand-crafted quality, using high-grade materials and meticulous production techniques to ensure superior product performance.
• Customization: The company offers extensive customization options, allowing customers to tailor tables to their specific preferences and decor.
• Specialized Focus: By focusing solely on shuffleboard tables, Venture has developed deep expertise and a strong reputation in this niche market.

Stiga

Strengths:

• Innovation: Stiga regularly introduces new technologies and designs that enhance the playing experience, such as advanced playing surfaces and robust table frames.
• Global Reach: The company has a strong international presence, supplying products to a global market and participating in numerous international sporting events.
• Broad Product Range: Stiga offers a wide variety of table tennis tables, from compact models for small spaces to professional-grade tables for competitive play.

Fat Cat by GLD Products

Strengths:

1. Market Saturation and Competition

The Challenge:

Strategic Response:

1. Innovation and Differentiation: Investing in R&D to create unique features, such as advanced materials, ergonomic designs, or smart technology integration, can help products stand out.
2. Brand Positioning: Focusing on branding strategies that highlight quality, heritage, or unique selling propositions (USPs) can create a stronger market presence.
3. Niche Markets: Identifying and targeting niche segments, such as luxury home markets, professional tournaments, or educational institutions, can open new avenues for growth.

2. Rising Production Costs

Challenge:

Strategic Response:

• Supply Chain Optimization: Building relationships with reliable suppliers and exploring bulk purchasing agreements can mitigate raw material costs. Diversifying suppliers to include international options may also provide cost benefits.
• Lean Manufacturing: Implementing lean manufacturing principles to reduce waste and improve efficiency can help control production costs. Automation and advanced manufacturing technologies can also play a crucial role.
• Cost-Effective Materials: Researching alternative materials that offer similar quality at lower costs can provide a competitive edge without compromising product standards.

3. Changing Consumer Preferences

Challenge:

Strategic Response:

• Product Diversification: Developing multi-functional pool tables that double as dining tables or desks can appeal to space-conscious consumers. Compact and modular designs can also cater to this trend.
• Customization: Offering customizable options that allow consumers to choose colors, finishes, and additional features can attract a broader audience. Personalization adds perceived value and can justify higher price points.
• Digital Integration: Incorporating technology, such as app-controlled lighting or scoring systems, can attract tech-savvy consumers and provide a modern twist to traditional pool tables.

4. Distribution and Logistics Challenges

Challenge:

Strategic Response:

• Logistics Partnerships: Partnering with logistics companies that specialize in handling large, delicate items can ensure efficient and safe transportation. These partnerships can also offer better rates and service consistency.
• Local Manufacturing and Assembly: Establishing local assembly plants or partnering with regional manufacturers can reduce shipping distances and costs. This approach also allows for quicker delivery times and better customer service.
• Enhanced Packaging Solutions: Investing in robust, sustainable packaging solutions can protect products during transit and reduce damage rates, thereby lowering return and replacement costs.

5. Economic Fluctuations

Challenge:

Strategic Response:

• Flexible Pricing Strategies: Implementing flexible pricing models, such as financing options or seasonal discounts, can make products more accessible during economic downturns.
• Product Line Diversification: Developing a range of products at different price points can cater to both budget-conscious consumers and those looking for premium options.
• Targeting B2B Markets: Focusing on business-to-business (B2B) markets, such as hotels, bars, and corporate offices, can provide a steadier revenue stream. These entities may continue to invest in entertainment amenities regardless of broader economic conditions.

6. Sustainability Concerns

Challenge:

Strategic Response:

• Sustainable Materials: Sourcing sustainable and certified materials, such as FSC-certified wood or recycled metals, can appeal to eco-conscious consumers.
• Eco-Friendly Manufacturing: Implementing eco-friendly manufacturing processes, including energy-efficient production and waste reduction practices, can enhance brand reputation and comply with regulatory standards.
• Transparent Practices: Communicating sustainability efforts transparently through marketing and product labeling can build trust and loyalty among consumers who prioritize environmental responsibility.

What Does This Mean for You?

Changing Consumer Behavior

Impact:

• Visibility: Digital marketing ensures that businesses are visible where their customers spend a considerable amount of time—online. Without a strong online presence, family entertainment businesses risk being overlooked.
• Engagement: Engaging with customers through social media, blogs, and other digital channels allows businesses to build relationships, foster loyalty, and drive word-of-mouth promotion.

Cost-Effectiveness and Measurability

Impact:

• Budget Efficiency: Digital marketing campaigns can be scaled according to budget constraints, allowing smaller businesses to compete with larger ones. Pay-per-click (PPC) advertising, social media promotions, and email marketing are cost-effective methods to reach a broad audience.
• Analytics: Tools like Google Analytics, social media insights, and email marketing metrics provide detailed data on campaign performance. This data-driven approach enables businesses to refine their strategies, optimize spending, and improve return on investment (ROI).

Targeted Marketing and Personalization

Impact:

• Relevance: Targeted marketing ensures that promotional messages are relevant to the audience, increasing the likelihood of engagement and conversion. For example, amusement parks can target families with young children during school holidays, while laser tag companies can reach out to corporate groups for team-building exercises.
• Customer Experience: Personalization enhances the customer experience by delivering content and offers that resonate with individual preferences. This can lead to higher satisfaction and loyalty.

Enhanced Customer Interaction and Feedback

Impact:

• Customer Insights: Regular interaction with customers allows businesses to gain valuable insights into their preferences, needs, and pain points. This information can guide product development, service improvements, and marketing strategies.
• Reputation Management: Actively managing online reviews and social media comments helps businesses build and maintain a positive reputation. Responding to feedback, both positive and negative, demonstrates commitment to customer satisfaction and transparency.

Adapting to Mobile Usage

Impact

• User Experience: A mobile-optimized website provides a seamless user experience, which is essential for attracting and retaining customers. Slow-loading pages or difficult navigation can lead to high bounce rates and lost opportunities.
• Accessibility: Mobile-friendly booking and payment systems make it easier for customers to make reservations, purchase tickets, and access services on-the-go, increasing convenience and sales.

Leveraging Social Media Influence

Impact:

• Brand Awareness: Social media presence increases brand visibility and helps attract new customers. Engaging content, such as behind-the-scenes videos, customer testimonials, and interactive posts, can boost brand awareness and interest.
• Community Building: Social media allows businesses to build a community around their brand. Encouraging customers to share their experiences and participate in online discussions fosters a sense of belonging and loyalty.

Future-Proofing the Business

Impact:

• Innovation: Staying updated with digital marketing trends encourages innovation and keeps businesses ahead of the competition. Embracing new technologies, such as augmented reality (AR) experiences or AI-driven customer service, can enhance the overall customer experience.
• Sustainability: A strong digital presence ensures long-term sustainability by reaching new generations of tech-savvy consumers who prioritize digital interactions.

What Does This Mean for My Business?

The bowling lane industry, once a staple of American recreational culture, has faced significant challenges over the past few decades, which only intensified in the last four years with the advent of the COVID-19 pandemic. There are a lot of reasons for these issues, including:

• Shifting consumer preferences
• Economic pressures
• The need for modernization

In this post, Game Brands explores these key challenges and considers strategies that industry members might want to try to help boost their revenues.

1. Shifting Consumer Preferences

One of the biggest issues for bowling lanes, and indeed the entire family entertainment industry, is the shift in consumer preferences towards digital entertainment options. With video games and streaming services now more available than ever (and usually much less expensive than a day out), the appeal of traditional physical activities like bowling has begun to drop. Millenials, Gen Z, and Gen Alpha in particular tend to prefer activities that offer quicker gratification and social connectivity, which they can get easily through digital platforms.

Strategic Response:

To address this challenge, bowling alleys need to innovate and diversify their offerings. Incorporating modern entertainment elements such as arcades, VR experiences, and social gaming can attract younger customers. Additionally, integrating technology within the bowling experience, like automated scoring systems and interactive lanes, can enhance engagement.

2. Economic Pressures

Economic fluctuations have a significant impact on consumer's discretionary spending, which in turn affects the bowling industry. During economic downturns, consumers often cut back on non-essential spending, including leisure activities like bowling, while the aforementioned streaming services tend not to take as much of a hit. Moreover, the high operational costs associated with maintaining bowling alleys, such as real estate, equipment maintenance, and labor, exacerbate these pressures.

Strategic Response:

Bowling alley operators should focus on cost management and operational efficiency. Implementing energy-efficient systems, optimizing staffing levels, and exploring bulk purchasing agreements for supplies can help reduce costs. Additionally, offering flexible pricing models, such as off-peak discounts and membership programs, can encourage consistent patronage even during economic downturns.

3. Aging Infrastructure

Many bowling alleys were established several decades ago and now face the issue outdated facilities and equipment, which not only detract from the customer experience but also lead to higher maintenance costs. Without significant investment in modernization, these facilities risk becoming obsolete.

Strategic Response:

Investment in upgrading facilities is crucial. This includes:

• Refurbishing bowling lanes
• Updating scoring systems
• Enhancing the overall aesthetic appeal of the alleys

Seeking funding through loans, grants, or partnerships can provide the necessary capital for these upgrades. Moreover, modernizing facilities can be positioned as a long-term investment, potentially increasing customer satisfaction and repeat business.

4. Competition from Alternative Entertainment

The rise of alternative family entertainment options, such as escape rooms, trampoline parks, and immersive cinema experiences, has intensified competition. These alternatives often offer novel and exciting experiences that can overshadow traditional or "less cool" activities like bowling.

Strategic Response:

The solution here is much the same as the solution to the preference for digital experience: bowling alleys should consider diversifying their entertainment options to remain competitive and creating multi-entertainment complexes that include a variety of attractions can draw in a wider audience.

However, in terms of remaining competitive with other family entertainment options specifically, you'd want to expand in a different direction: lean into the things that only a bowling alley can do. Hosting themed events, leagues, and tournaments can differentiate bowling alleys from other entertainment venues, as an escape room can't exactly have a "league."

Furthermore, partnering with local businesses and community organizations for joint promotions and events can help drive traffic.

5. Marketing and Engagement

Traditional marketing approaches may no longer be sufficient to attract new customers and retain existing ones. The rise of social media and digital marketing has transformed how businesses reach and engage with their audience. Bowling alleys that fail to adapt to these changes may struggle to maintain visibility and relevance.

Strategic Response:

Developing a robust digital marketing strategy is essential. This includes maintaining an active presence on social media platforms, engaging with customers through targeted campaigns, and utilizing data analytics to understand customer preferences and behaviors. Additionally, creating compelling content, such as videos and blogs showcasing the unique aspects of the bowling experience, can enhance online engagement.

6. Health and Safety Concerns

The COVID-19 pandemic has heightened awareness of health and safety concerns in public spaces, concerns which persist even as the pandemic becomes less immediate in the minds of patrons. Bowling alleys, with their high-touch surfaces and shared equipment, need to implement stringent health protocols to reassure customers and comply with regulatory requirements.

Strategic Response:

Adopting comprehensive health and safety measures is critical. This includes regular sanitation of equipment, enforcing social distancing guidelines, and providing hand sanitizing stations. Communicating these measures clearly to customers can build trust and confidence. Additionally, exploring options for contactless payment and online booking systems can minimize physical interactions.

What Does This Mean for my Bowling Alley?

The bowling lane industry faces a range of significant challenges, but these challenges aren't insurmountable. By diversifying entertainment offerings, modernizing facilities, optimizing operational efficiency, and leveraging digital marketing, lane owners can navigate these challenges effectively. Proactive adaptation and innovation are essential for the bowling lane industry to sustain its relevance and appeal in the evolving recreational landscape.

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.