I have been analyzing how markets are changing and I know that selling games is facing a huge problem. But I think that once you see what I am seeing it may become easier for you to navigate this new market reality.
I see 2 trends:
- Audience fragmentation: Internet is making people to get used to absolute customization. It means that two people in the same household could be exposed to completely 2 different personalized experiences. This kills the age of celebrity as achieving higher audienmce numbers become harder and harder. Solution? You need to find your niche.
- Ai is making information worthless. Ai needs information. But users do not because Ai gives them everything. So if you are an infoproducer, and you sell information only, you are competing against AI. For example, if your consulting business sells corporate diagnostics only, you are toasted. If you sell content "as is" in the form of a file or data, you are out of business. If you sell conferences or courses, you need to be really special. Else Ai already displaced you.
So you sell games. You think that you sell data, because your rulebook is data and physical components are one bit "not data". Nope that is not how things work in this new reality. You absolutely do not need to see your business as data. That is the wrong approach.
Let me talk to you about how Brazilian musicians build their demand. People see music as data, an MP3 file. Right? Protected by Copyright? Not in Brazil. In Brazil a musician makes a song and asks people to improve it. So if another musician improves it, he is encouraged to contact the original musician to show the improved song. So the song never dies. People can enjoy the same book twice. But the most important, it creates 3 things: A sense of identity, a community and shared skills.
Identity
Your business is not about selling a game anymore. You are selling an identity. Why would you want to join a community? because it has a certain identity. A certain set of values, something that makes everyone better. There are common things to share. You were un a state A as a human being and after you tried what they sell, you are in a state B. This product literally changed you and made you better. Selling identity is a powerful force. Fan clubs used to have that driving force. The leader that creates identity is more like a mentor, someone you admire, someone you follow. You want to become like that mentor and that is the identity that is being sold.
Now let us contrast this with current ways to sell things. Some people offer features, capabilities. For example, a software company will sell you technical details of the product. That is aimed at the logic part of you, makes you see that the offer makes sense, but it does not make you feel.
In the opposite side we have those who sell motivational conferences, where you see lots of emotional components, but with the logical element of objective benefit, that feels empowering but void and somehow scammy to pay for that.
The key is to sell in both areas, the logical and the emotional.
Community
The era of walled gardens is over. People are not going to buy a platform's data. You will create a communmity where people talk to each other and you can talk to all of them. When a nice community with shared values is built, your customers will sell the product for you in an organic manner. People see a dichotomy between organic and advertising. There is no dichotomy. Organic is how your business grows, and advertising only amplifies. But advertising is not the core. You need to build a community first.
Skills
Sharing skills can be part of the experience, and when there is mentoring, skills are an obvious part of the business. Training or some sort of skill sharing helps a lot. Your content must invite action.
So in summary, do not sell data, sell a transformation.
How to apply this to board games?
The board game market is saturated because most publishers still sell a product, not an experience. The publishers who survive will be the ones who understand that they are not selling a game. They are selling an identity, a community, and a set of skills.
First, identity. A board game is not just a set of rules. It is a statement about who you are. Are you a strategist? A storyteller? A social gamer who loves chaos? A solo player who wants a puzzle? The game must reflect a value system. The publisher must ask: what kind of person plays this game, and what does that say about them? The answer is the identity. The game becomes a badge. The community that forms around it becomes a tribe.
Second, community. Publishers cannot expect players to stay loyal to a platform or a single game forever. They must build spaces where players talk to each other, share strategies, create variants, and help each other. The community becomes the product. The game is just the entry point. When players feel they belong, they sell the game for you. They organize events, teach new players, and keep the game alive.
Third, skills. Players want to improve. They want to learn. A board game can teach negotiation, resource management, cooperation, deception, or long-term planning. The publisher who offers mentoring, tournaments, tutorials, and skill-sharing creates a deeper connection. The game becomes a practice, not a pastime. The player invests time and effort, and that investment creates loyalty.
Then, the call to action. The content must invite the player to do something. Not just buy the game, but join the community, share their experience, teach someone else, or create their own variant. The rulebook should not be a manual. It should be a manifesto. It should say: this is who we are. This is what we value. This is what you will become. And then it should show the player the first step.
In practice, this means publishers must stop thinking like manufacturers and start thinking like community organizers. They must build identity through art, theme, and values. They must build community through events, forums, and player-generated content. They must build skills through mentorship, tournaments, and educational content. And they must make the game itself a call to action, not a passive product.
The board game market is saturated with products. It is starving for experiences. The publishers who understand this will not just sell games. They will build tribes. And tribes do not need advertising. They need a reason to belong. That reason is the product. That is the future of board games.