Board Game Marketing and Copywriting
Attract More Players to Support Your Board Games
Spend Time and Money At Your FLGS
Or Order Your TTRPG/DnD Homebrew and Accessories
Wait a minute… what is copywriting?”
“Copy” refers to the words on ads and promotional material, both physical and digital. Copywriting is the sales part of marketing: written emails, webpages, social media, ads, and content that engage with customers in order to increase traffic, brand engagement, and sales.
Good copywriting is necessary for succeeding in the board game industry.
As a copywriter, I can provide…
Strategy Custom Tailored to Your Business
Proposals That Fit Your Budget
Messaging that Engages Your Target Audience
Freedom to Choose to Go Full Time
More Control Over How Your Business Grows
Confidence to Use Marketing Tools
Clarity on What Went Wrong Before
Time and Energy to Focus Elsewhere
An Authoritative Brand That Earns Respect
New Visitors and More Repeat Customers
“Fairy tales do not tell children the dragons exist. Children already know that dragons exist. Fairy tales tell us dragons can be killed”.
— G.K. Chesterton
Corporations like Hasbro, Target, and Amazon don’t actually care about their games or players. Yet they wield their immense resources and budget to seize customer’s attention, dominate the board game industry, and keep new board games from getting noticed. You may have the greatest FLGS, DnD homebrew/material, TTRPG, card game, or tabletop game ever… but to stand a chance against these ‘dragons’ you need the right weapon: a clear, proven, well written marketing strategy focused on your target audience.
But if you don’t have a marketing background, you’ll quickly find that DIY is time consuming, confusing, and exhausting. Agencies reach out with dream-come-true offers, but few understand the nuances of the tabletop community and are P-R-I-C-E-Y… way outside most tabletop company’s budgets. With few options, your tabletop games business risks remaining stuck, unknown, and unseen.
I know how defeating it feels to pour your heart and soul into something and not see anything change. Deep down, you know people care about what you’ve made, they just need to know new board game exists. However, the additional effort it would take to make a difference looks overwhelming.
Your passion deserves a fair shot, I’m here to provide the marketing and copywriting help you need. We’ll create a custom marketing strategy you can rely on, outline steps within your control, and put the materials in place to capture all the new potential customers headed your way. Instead of watching your dream barely scrape by, others will enjoy your tabletop creation as it becomes a classic game in their collection.
DnD, TTRPG, and Board Game Businesses I Write For…
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Kickstarter Board Game Designers
Companies like Hasbro use their vast marketing budget do dominate shelf space and crowd out competition in the board game industry. Most people don’t know any better and continue to buy their classic, but outdated, board games. For many developers, Kickstarter is their only way to bring their vision to life, but only 10% of crowd funding campaigns bring sustainable funding and 61% fail outright. If you aren’t prepared it can be an uncertain and anxiety inducing gamble.
With the right landing pages you can stop struggling to get backers and blow past your kickstarter goals. Not only that, you’ll be able to leverage your new email list into passionate supporters and encourage use generated content.
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Board Game Store Owners
Big box stores like Walmart and Target are universally recognized, offer every classic game at discount prices, and sell hundreds of thousands of board games to random shoppers. I can feel helpless trying to go up against massive corporations especially when you have limited free time and budget.
I care about seeing FLGS everywhere succeed and with the right brand message spread across your website, social media platforms, and storefront, you can do more than increase your daily foot traffic: you can convince local families and hobbyists to make your FLGS a place to build relationships, their preferred place to purchase new board games, and a home away from home.
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Tabletop Ecommerce Brands
Ad agencies promising lucrative results from social media will fail to mention that traffic and conversion rates have plummeted the past 5 years. If you want to advertise board games, you have to do more than a google ad. Random companies across the world can use Amazon’s low ball prices, fleets of trucks, and multi-million dollar algorithm to sell cheap, crappy versions of your tabletop accessories and a crazy discount.
But with SEO optimized blogs and webpages that rank , you can build a virtual presence that players discover organically, increasing site traffic with customers ready-to-purchase now, pulling them away from Amazon… all without paying per click!
Board Games, Tabletop War Games, Collectible Trading Card Games,Tabletop Role Playing Games, Friendly Local Game Store Events…
A simple google campaign is never going to be enough for you to advertise your board game. Successful game publishers always use multiple platforms… from blogs to social media… to introduce their other games to a broader audience. And once you generate buzz and have their attention, you build relationships with your target audience so the user generated content begins to work for you.
Case Studies: Evidence for Making a Difference
Everyone trying to find their place in the board game industry gravitates towards the exciting, dynamic forms of marketing: contests that encourage user generated content… facebook groups discussing game design… posts across social media platforms that generates buzz… all of which can be good and effective!
But it’s a steep climb to get to get to that place. To fill up those chat rooms you need your tabletop games to be seen, heard, and known by more people in the gaming community. And to get more people, you have to understand your target audience and put a noticeable message in front of them. And to get noticed, you need to be in the right place communicating exactly why you are special.
There isn’t just one important part; real, effective board games marketing is “multi-step process”. It’s already time consuming, but if you don’t find the best way for YOU, it can mean the difference as to whether or not your new board game ever being seen by the gaming community. When that is the reality, the financial risk for game publishers skyrockets.
I believe my board game publisher’s long-time dedication matters and that their board gaming contributions deserve to be enjoyed by others. Read each case study to see how I worked within my client’s budget to deliver actionable strategy, higher SEO rankings, attract potential customers, and reach a broader audience through their board game website.
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Awesome dice wished to maintain high keyword rankings and increase organic traffic to the site without spending money on advertisements. My blog posts enabled them to drive 35% more traffic while maintaining their keyword domination
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Catmage Dice wanted to direct visitors to his homepage to individual commissions, his highest paid product. With his new landing page, he not only had a backlog of commission requests, but he also continued to sell out of his auctioned items.
"Email Marketing has an ROI of at least $36:$1" - Campaign Monitor
"Brands that encourage user generated content experience a 28% higher engagement rate than those that don't" - Linearity
"Email Marketing has an ROI of at least $36:$1" - Campaign Monitor "Brands that encourage user generated content experience a 28% higher engagement rate than those that don't" - Linearity
"75% of people judge the credibility of a business based on its website" - Stanford University
"Board Games raised $272 million on Kickstarter in 2022" - Dicebreaker
"75% of people judge the credibility of a business based on its website" - Stanford University "Board Games raised $272 million on Kickstarter in 2022" - Dicebreaker
"SEO leads close 1300% better than ad leads" - OptinMonster
"Investing in SEO can result in a 20% increase in revenue" - Moz
"SEO leads close 1300% better than ad leads" - OptinMonster "Investing in SEO can result in a 20% increase in revenue" - Moz
"A 5% increase in customer retention increases overall revenue by 25%-95%" - Hubspot
"Companies lose an estimated $400 billion in lost productivity due to bad writing" - Inc.com
"A 5% increase in customer retention increases overall revenue by 25%-95%" - Hubspot "Companies lose an estimated $400 billion in lost productivity due to bad writing" - Inc.com
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Jaimie and Kelle
AWESOME DICE
“"I could swear that I once read a review for Riley that stated his work felt human. This has stuck with me as it is certainly true. Riley provides quality content well suited to our brand in a professional manner lacking any of the usual stiff and stuffy, excessive formality. We've come to think of him as part of the team."
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Alister
CATMAGE DICE
"I'm so glad to have worked with Riley when redesigning my site's homepage with a clear story-driven message. I've already seen a steady increase in signups in the first month of having the new homepage live, and can't even begin to imagine working with another copywriter besides Riley on future projects!"
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Kasey
FIRELIGHT FABLES
"Working with Riley has been an absolute pleasure! The landing page he developed for me has not only brought in new customers, but has also allowed me to focus on the other important aspects of my business. He is always professional and quick to respond to my questions, and I love his enthusiasm for storytelling".
Typical Board Game Marketing and Copywriting Projects
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Web and Landing Pages
A “pretty” board game site is worthless if it isn’t clear and SEO optimized. Bad website copy loses ready customers and repels curious visitors, even if they match your target audience. If its not ranking on google, then no one in the board game community will ever find out about your site.
I can make sure your website works with search engines so you show up on national or local searches. And with my customer-centric copy, you can communicate your distinct value, raise your credibility, and lead them to sign up or purchase.
Range: $5000 - $500
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Kickstarter and Emails
For many board game developers, crowd funding is the best way to bring their vision to reality. But a good kickstarter requires a textbook strategy, crystal clear branding, and months of preparation.
Because to be successful and become a kickstarter favorite, you not only need a flawless page that captivates visitors, but also thorough email campaigns to turn those backers into long-time supporters. Connect with the board game community… sell more tabletop games!
$2500-$250
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SEO Blog Posts
Every year FB and google ads become less and less effective, while blogs continue to dominate (see how mine rank…) but there is a catch. Blogging is a zero sum game; if you aren’t in the top 5 results for their target keyword, then it’s basically a waste of time and money.
It takes time and fresh content that beats out competition, but the result is one of the most proven forms of e-commerce marketing: a strong, customer acquisition funnel that resilient to seasons and trends. A blog establishes authority, attracts your target audience, and results in lead generation!
Range: $1500 - $300
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Branding and Strategy
If you are an independent creator or small team, you may know the in’s and out’s of board games or TTRPGs. But when it comes to choosing how to advertise board games, you need to know what makes your offering truly distinct? And how do you decide between social media platforms like Patreon, a Facebook group, or Instagram... or showcasing via Kickstarter or Conventions?
I can sit down with you one on one help you identify the important, one thing you need: a unique board game brand message. After I research, we’ll strategize the next steps you need to take in order for you to stand out and clear your inventory every quarter.
Range: $2000 - $150
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Social Media Marketing
Platforms like Tik Tok, Instagram, and Twitter allow board game publishers to engage directly with their target audience. Regular posts on a facebook group can allow you to draw players into a gaming community centered around your brand. By sharing updates, sneak peeks, and behind-the-scenes content, game publishers can generate buzz for their games and foster excitement.
As copywriter, I can write your captions to provide the clear context and guide your target audience to the correct emotions. And that is on top of the brand personality and motivation to take action!
Price: $500 - $15
What My Help Will Look Like
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1. Free Discovery Call
First thing we do is sit down for a 15 min discovery call. I’ll learn about your board game business, hear your goals, and what you have tried to reach them. I’ll share my initial thoughts and what kind opportunities I envision. If we both like talking to each other and sense it’s a good fit, we select a time the following week for a more thorough conversation.
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2. Pick a Project
We will meet again for a 30 minute video call the following week . Because I care about not wasting your limited free time, I will send you a questionnaire on branding, your target audience, and available resources to fill out beforehand. At the meeting I will ask clarifying questions before presenting 1-3 proposals and explaining why they will work for you. Each proposal will fit within your budget and marketing resources.
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3. Rest While I Write
Once the invoice is paid I’ll get to work. It can feel overwhelming to add new board game marketing onto an already packed schedule, so I will strive to take as much of the marketing burden off your back as possible. Apart from a periodic email with a question, you can take a break from marketing and focus elsewhere. Most projects are completed between 2-4 weeks after a proposal is selected.
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4. Review, Approve, and Track Results
Before publishing/implementation, the last thing is to present a near-complete draft for you to review. You have the last word and I’ll make final edits based on your observations. Once approved, will set the copy, content, or strategy in motion and watch what happens. Good marketing is always tested against reality; so it is important that we track results and make any necessary adjustments to reach your goals.
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5. $$$ Back Guarantee
And while all marketing carries some risk, it is unacceptable to work to advertise board games and see no results after 6 months. If after the that time has passed, I will offer my services for free until we see desired change. But if you would rather just recoup your losses, I promise to refund your payments 100%.
Sliding Scale with 100% Money Back Guarantee
My clients come from various industries with different budgets, target audiences, and expectations.
You can’t expect someone on “Baltic Ave” to pay “Park Place” rates to advertise board games.
But I love working closely with e-commerce brands passionate about board game design and play,
And care about finding the right marketing strategy and brand voice for you.
So instead of pricing out those most in need, I offer my services on a sliding scale.
Initial consultation is free, and if you are unsatisfied I promise a 100% money back guarantee.
Frequently Asked Questions
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Payments are completed over Paypal. In order to protect us both, the first thing I require 50% of the project’s payment up front before I begin. This is a standard freelance practice. Once I deliver the final draft, there will be a second invoice for the other 50%.
Other payment structures can be explored in the discovery and proposal process.
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My goal is for the initial project to take as little of your time as possible. You should spend no more than 3 hours total filling out questionnaires, meeting over video with me, and responding my any follow up emails of mine. Subsequent requests for follow up projects would take no more than an hour of your time each.
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Depends on the project, but usually I deliver a Google Doc that you or your team would publish. I include formatting instructions in the Google Doc. But if you would like me to save you more time, I can implement it myself onto your site/email platform. That work is billed at an hourly rate and will be factored into the invoice.
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Anything project needed within 10 business days will incur a 25% rush fee increase to the over all price.
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As a rule I make all client requested edits free… I don’t want to leave you unless you are happy and confident in my work.
However, sometimes a client requests an “edit” that is really a completely new project. If that is the case, we will work out a new proposal at a discount.
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I am partners with several qualitifed and accomplished freelancers. They include FB and google ad, email deliverability, and graphic design specialists. If the best marketing strategy for your business requires their talents, I will factor that into the proposal or arrange a meeting and pass you along.
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For your site, you will need some type of web software for monitoring traffic, SEO, and visitor interactions (ex: Semrush, Ahrefs). For emails you will need an email automation platform like Mailchimp or Klaviyo, and a plan that tracks subscriber engagement and allows for for both drip and trigger emails. For blog posts you merely need a blog, I have all the software on my end.
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I will make unlimited edits to any draft until you are satisfied. I also offer a round of free edits within 6 months of the projects completion. If y work did not generate buzz like you hoped and you are still not satisfied, I offer a 100% money back guarantee.
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1) I am much more affordable. No employee benefits or office space are being factored into my price; you are paying for my work and my work alone
2) Most agencies suffer from internal and external distractions that prevent them from putting the client first. With me, you get hands on, one-on-one fixed attention, resulting in copy that is tailor-fit to your brand and needs.
3) I LOVE tabletop games. I have been immersed in them as my favorite hobby for over 13 years. I have intimate knowledge of the culture , mechanics, and… most importantly… the target audience.
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If you want to make an immediate impact on your bottom line, you will need to have your branding in place. That means having a clear vision, mission, values, unique sales proposition, target audience avatars, social media platforms.
If those aren't present, it will be the first project before we explore your marketing options.
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Group Silly: Super Fight
Simple: Azul
Complex: Terra Mystica
Niche: Space Alert!
If you are a board game publisher, trapped in obscurity,
then you need to stop:
spending time writing content that will never rank
burning money running ads that yield minimal returns
wasting downtime figuring out social media platforms
chasing away customers with an confusing or boring website
misusing software and tools that don’t align with your strategy
stressing your sanity trying to learn marketing on your own
watching your natural joy for new board games fade
But with the right help, your FLGS, board game, or TTRPG accessory can not only survive, but thrive:
drawing more traffic from the board game community
becoming more popular through socials and word of mouth
converting more website visitors into board game customers
developing a brand that is an authority in the board game industry
moving your inventory faster than you can restock
enjoying a crowd of tabletop gaming fans that love everything you offer