Chairing the board: Why brands should get involved with board gaming

Lesley Singleton

By Lesley Singleton

June 7th 2017 at 11:39AM
UPDATED June 8th 2017 at 12:39PM
Chairing the board: Why brands should get involved with board gaming

The unstoppable rise of table top gaming is well underway. Board Game Club’s Lesley Singleton talks about the evolving space and how brands can join in.

When we launched Board Game Club three years ago, we couldn’t have predicted just how popular it would become with brands as well as press, influencers and members of the wider public.

Would our personal love for sociable gaming translate well to a regular event for grown-ups?

Well, it’s plain to see that it has, fuelled in no small part by the sector’s incredible, speedy growth in recent years.

Brands have fully embraced our offering, with Hasbro and John Adams using Board Game Club as a new product launch platform, and the likes of Cartamundi, Esdevium and others staging complete takeovers to showcase their wealth of fun and silly games.

We decided that 2017 would be the year for some serious evolution of the Board Game Club brand – with more opportunity for marketing teams to tap into our audiences and add another layer of activity to their comms programmes.

There’s a whole world of board game culture out there to celebrate, and we’re putting Board Game Club at the forefront of that. In May, we commenced a revamp of the website, adding a news section to tell all the fascinating stories stemming from the world of sociable board gaming.

There are plenty of opportunities for brands to use the site as a showcase for their games and news and our ambition is to become a really authentic hub for all things related to board game lifestyle and its culture.

This month also sees the launch of our first major brand partnership when we launch the brand new Blogger Board Game Club.

This subscription-box-style engagement programme sees us partner with Esdevium Games, to take 50 influential families across the UK on a board game journey every month for a year. We’re exploring further adaptations and incarnations of the Board Game Club brand with other games companies in the UK too, and we’re also happy to help brands and their marketing/PR agencies think creatively about how they might be able to use Board Game Club to add even more depth to their plans.

It’s not just a platform for our clients, as you can see if you read the testimonials from non-clients who’ve joined us in the past.