Board game marketing agency

Board games have proper barcodes and consistent names, so Shopping works well once the campaign structure matches how people buy. Titles carry publisher, game name, edition and language, because an edition mismatch is the most common return. Campaigns are split by price band and by role: known titles in one, gift and occasion terms in another, expansions in a third so their bids are not dragged around by base game competition. Publisher pricing policies limit how far below the recommended price an item can be advertised, so promotions are built on bundles and shipping rather than headline discounts on individual boxes. Preorders carry the availability date in the feed and are capped at confirmed allocation. Budget follows the calendar hard: convention release waves during the year, then a long climb from October into the gift season, with a cut-off date for delivery before the holidays built into the ad copy.

Board game creative has to show the table. An overhead shot of a game set up, components spread out, tells a shopper more about whether they want it than any headline. Short teach clips that explain the core turn in under a minute sell heavy games to people who were unsure they could learn them. We split ad sets by group type: two player couples, families with young children, party hosts and the strategy crowd, because a single ad cannot speak to all four. Expansion creative goes only to people who bought or viewed the base game, with the compatibility stated on screen. In the last quarter, gift guides carry the campaign, sorted by the recipient rather than the mechanic, since gift buyers do not know what a worker placement game is. Community posts and playthrough partnerships are treated as content, with no claims about how a game will make anyone feel.

The feed decides whether a board game store makes money on postage. Real box dimensions and weights go into the feed and the shipping settings, because a big box priced on a small parcel rate loses on every order. Barcodes are supplied for almost everything, with the publisher as brand and the game name plus edition in the title. Language editions are variants under one item group id with the material attribute of language handled in the title, so the same game in two languages does not read as duplicate content. Expansions carry the word expansion in the title and state the base game they require, which prevents both returns and disapprovals for mismatched images. Preorders use availability preorder with a date. Out of print titles are marked out of stock rather than deleted, so the restock page keeps its history. Custom labels tag player count, complexity and price band.

Shoppers ask assistants for the best games for two players, something a group of eight can play in half an hour, whether an expansion is standalone, which sleeve size a game needs, how long a game really takes with new players, and what to buy for someone who only plays one game a year. Those are all answerable with pages that give a specific answer, so we write curated lists by player count, playing time and occasion with the reason each title is on the list, a sleeve size index that matches card dimensions to games you stock, and an expansion compatibility page per major line. Product pages state players, time, age, weight, language dependency and component list in text. Reprint and restock pages catch the searches that come from a game being unavailable everywhere else.

The email programme follows a game from delivery to the next purchase. A post-purchase message carries the rules link and a short teach video, because a game that gets taught badly never hits the table again and never earns an expansion sale. A few weeks later, once the group has played it, the expansion prompt goes out with the compatibility spelled out. Restock alerts are the highest-intent mail this store sends: reprint windows are short and shoppers have often waited months, so a same-day notice sells the allocation. Preorder waves get an announcement, a reminder before the window closes and a ship confirmation. From October the gift programme segments by who the customer bought for last year, with a delivery cut-off reminder. SMS is used only for restock and preorder openings.