Rationale
Objectives paraph 1
1. Increase brand awareness and engagement through 40% increases on page visits for new board
games being released
2. Have a Minium of 8000 pre-orders for new board games releases
3. Have an increase of sales online for this year by 30percent out performing other years
Paragraph 2
Most people agree that Games can also be bad if they're boring, dull, just not fun, either due to lack
of theme or poor game design. Poorly written rules can also destroy the enjoyment of a game.
“71% of respondents say they hear about new games through word-of-mouth.”
Our survey asked respondents to list all of the places where they typically purchase games. While
323 out of 545 respondents said they purchase games through Amazon, the majority – 482 people –
said they shop at their local game store. In addition, 41% purchase games through Kickstarter.
What are Tabletop Games?
Table top games were originally from Egypt and the first game created was senet dated back to
3500bc - 3100bc
Table top games are normally played on a table or flat surfaces such as board games, card games,
dice games, miniatures wargames or tile-based games
Tabletop games have a wide variety consisting different games and mostly played by family
households or friends.
Market Size & Growth
According to Euromonitor, global board game sales increased to $9.6 billion in 2016 from $9.3 billion
in 2013.
In 2016, the global tabletop market was valued at approximately US$3.2 billion. The global market is
expected to grow to US$8.1 billion by 2021 (source: Technavio).
The overall UK games market is valued at £5.11 billion and grew by 12.4% in 2017.
According to the UK Games Expo exhibitor guide, in 2018 the UK tabletop gaming segment of this
market is worth £350 million.
According to the market research company NPD, sales of tabletop games in the UK rose 20 per cent
in 2016.
More than just a niche market - the UK market for tabletop games is worth hundreds of millions of
, pounds
Product Development
According to the Washington Post, in 2017 over 5,000 board games were introduced into the U.S.
market alone
Distribution: How Tabletop Games are Sold
Most table top games are sold at Amazon retailers of games such as Games Radar, Games Lore and
GamesQuest and wh smith and Argos
In 2009, there were 479 specialist games and toy stores in the UK. Since then, this number has
increased year-over-year, with figures reaching 901 in 2016. Specialist toy stores are also widening
the range of tabletop games they stock
A high percentage of tabletop games sold in the UK are English language versions of popular
European games
Promotion of Tabletop Gaming by Manufacturers
The barriers to entry in the tabletop gaming market are relatively low. For an investment of less than
£10-25k it is possible to get a game concept designed, trialled and launched.
Engaging with existing social media audiences specialising in tabletop gaming (e.g. getting feedback
from market experts)
Making use of tools such as Facebook groups, Instagram and Twitter to build an engagement
audience and generate interest and excitement
Using paid-for advertising on social media (the targeting capabilities of Facebook were particularly
cost-effective for many projects)
Another key promotional activity in this market is the use of exhibitions and conventions.
Whilst the target audience for tabletop gaming manufacturers is growing and becoming less
dominated by the so-called "nerds", there is still a very strong sense of community amongst the
gamer audience.
Attendance at gaming exhibitions and conventions has grown strongly in recent years, not just in
traditionally strong gaming countries like the US and Continental Europe, but also now in the UK.
As this promotional document for UK Games Expo (2019) illustrates, such conventions are now
spread over several days and attract tens of thousands of potential customers, stockists and other
relevant stakeholders. Also, they may put up stands as a way to promote their table top games as
you can see from the UK Games Expo details, attendance is significantly cheaper than attending the
longer-established international events such as GenCon 2019 which is a large tabletop gaming
convention running over 4 days in the US.
The largest board and card game convention in the world is Internationale Spiel Tage, usually just
called Spiel, held in Essen, Germany each October.
MARKETING CAMPAIGNS TO INCREASE AWARENESS OF TABLETOP GAMING
Here is an example of how a Manufacturer of Tabletop Games Might Budget for a Promotional
Campaign to Improve Market Awareness of Their Brand
Imagine a manufacturer of Tabletop Games wanted to invest in a promotional campaign to build
awareness of their brand.
A cost-effective campaign of £10,000 over 12 months might include:
Objectives paraph 1
1. Increase brand awareness and engagement through 40% increases on page visits for new board
games being released
2. Have a Minium of 8000 pre-orders for new board games releases
3. Have an increase of sales online for this year by 30percent out performing other years
Paragraph 2
Most people agree that Games can also be bad if they're boring, dull, just not fun, either due to lack
of theme or poor game design. Poorly written rules can also destroy the enjoyment of a game.
“71% of respondents say they hear about new games through word-of-mouth.”
Our survey asked respondents to list all of the places where they typically purchase games. While
323 out of 545 respondents said they purchase games through Amazon, the majority – 482 people –
said they shop at their local game store. In addition, 41% purchase games through Kickstarter.
What are Tabletop Games?
Table top games were originally from Egypt and the first game created was senet dated back to
3500bc - 3100bc
Table top games are normally played on a table or flat surfaces such as board games, card games,
dice games, miniatures wargames or tile-based games
Tabletop games have a wide variety consisting different games and mostly played by family
households or friends.
Market Size & Growth
According to Euromonitor, global board game sales increased to $9.6 billion in 2016 from $9.3 billion
in 2013.
In 2016, the global tabletop market was valued at approximately US$3.2 billion. The global market is
expected to grow to US$8.1 billion by 2021 (source: Technavio).
The overall UK games market is valued at £5.11 billion and grew by 12.4% in 2017.
According to the UK Games Expo exhibitor guide, in 2018 the UK tabletop gaming segment of this
market is worth £350 million.
According to the market research company NPD, sales of tabletop games in the UK rose 20 per cent
in 2016.
More than just a niche market - the UK market for tabletop games is worth hundreds of millions of
, pounds
Product Development
According to the Washington Post, in 2017 over 5,000 board games were introduced into the U.S.
market alone
Distribution: How Tabletop Games are Sold
Most table top games are sold at Amazon retailers of games such as Games Radar, Games Lore and
GamesQuest and wh smith and Argos
In 2009, there were 479 specialist games and toy stores in the UK. Since then, this number has
increased year-over-year, with figures reaching 901 in 2016. Specialist toy stores are also widening
the range of tabletop games they stock
A high percentage of tabletop games sold in the UK are English language versions of popular
European games
Promotion of Tabletop Gaming by Manufacturers
The barriers to entry in the tabletop gaming market are relatively low. For an investment of less than
£10-25k it is possible to get a game concept designed, trialled and launched.
Engaging with existing social media audiences specialising in tabletop gaming (e.g. getting feedback
from market experts)
Making use of tools such as Facebook groups, Instagram and Twitter to build an engagement
audience and generate interest and excitement
Using paid-for advertising on social media (the targeting capabilities of Facebook were particularly
cost-effective for many projects)
Another key promotional activity in this market is the use of exhibitions and conventions.
Whilst the target audience for tabletop gaming manufacturers is growing and becoming less
dominated by the so-called "nerds", there is still a very strong sense of community amongst the
gamer audience.
Attendance at gaming exhibitions and conventions has grown strongly in recent years, not just in
traditionally strong gaming countries like the US and Continental Europe, but also now in the UK.
As this promotional document for UK Games Expo (2019) illustrates, such conventions are now
spread over several days and attract tens of thousands of potential customers, stockists and other
relevant stakeholders. Also, they may put up stands as a way to promote their table top games as
you can see from the UK Games Expo details, attendance is significantly cheaper than attending the
longer-established international events such as GenCon 2019 which is a large tabletop gaming
convention running over 4 days in the US.
The largest board and card game convention in the world is Internationale Spiel Tage, usually just
called Spiel, held in Essen, Germany each October.
MARKETING CAMPAIGNS TO INCREASE AWARENESS OF TABLETOP GAMING
Here is an example of how a Manufacturer of Tabletop Games Might Budget for a Promotional
Campaign to Improve Market Awareness of Their Brand
Imagine a manufacturer of Tabletop Games wanted to invest in a promotional campaign to build
awareness of their brand.
A cost-effective campaign of £10,000 over 12 months might include:
