From the computer to the tabletop, this is all about games. Updated each week-end.
ICv2 has a feature called ‘Busines 3×3’ where they ask gaming store owners to talk about 3 things they do well, three things they wish they hadn’t done, and then some geenral outlook questions.
The latest one makes for interesting reading.
It has some good general tips such as selling what sells (something many retailer forget to do!), but I was really interested by the owner’s point about the lack of games industry conventions this year:
“I’ve always thought that publishers waste a lot of their money through conventions that could be better spent in promotions through the stores,” he says. “I think what we’re seeing in the COVID times is that sales are up, but there are no conventions. So I don’t know if conventions have been as effective a marketing tool for publishers as they might think.”
Does the industry need conventions? It’s an interesting question. Companies like Wizards of the Coast and Games Workshop are having a fine 2020, but they never really needed conventions anyway. I suspect if any companies are hurting it’s the lower or mid-tier companies who relied on conventions to help spread the word about their product to potential stockists.
I don’t know whether this is the case though. Perhaps in 2021 and beyond we will see fewer industry conventions as marketing budgets (which generally underwrite these things) are directed elsewhere. In-store events and promotions may be in for a boost.