Become the Premier Local Gaming Destination For Players, Hobbyists, and Families
Strategy - Branding - Messaging - Marketing - Promotions
For FLGS, Game Shops, and Game Cafes
Which Type of Game Store Are You?
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E-commerce refers to businesses that primarily sell their goods and services online. While they sometimes operate out of a physical location, their online sales allow them to sell and ship nationally (if not globally). They will have massive inventories and search functions for site visitors to find specific games. Such a model demands a reliance on digital marketing over traditional marketing strategies.
If you are looking to boost online sales or do not have a physical location, then please visit my “Board Game Marketing” page.
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Often referred to as a “Friendly Local Game Store”, these kind of game stores have a physical location that serve a specific population. They benefit from both digital and traditional marketing strategies. In particular, referral marketing and partnering with other local businesses and with community leadership. And rather than the website being the primary sales agent, the employees in the store are the ones who close the sale. As a result the ads, website, content, and overall strategy are all adjusted in order to increase foot traffic and prepare store visitors to make a perchase in person.
Are You a Tabletop Games E-commerce Business? I Can Help You on my Main Page (click here)
But this Page is Game Store Marketing For Physical Tabletop Game Businesses Wanting to Attract More Foot Traffic
If that’s you, then read on :)
Examples of Different Kinds of FLGS
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Whether it be cards, war miniatures, TTRPGs, or board games, I am using “hobby game shop” to refer to any game store that caters primarily to the hardcore enthusiasts. Their target audience are individuals who have devoted inordinate amounts of time to specific games.
The customer base hobby shops is going to come to the game store to buy supplies and even just chat. But organized and ranked tournaments are going to be particularly attractive. Every time you promote these events, there is an opportunity to sell the latest cards, maps, terrain, minis, dice… or anything else needed for their game.
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Since they started popping up around 2010, there are more and more game cafes and bars dedicated specifically to tabletop games. Most have games to rent or purchase and open playing tables. Rather than competitive special events, game cafes try to create a warm and welcoming space for hanging out, playing, and talking with friends.
But they are called “cafes” for a reason. The ability to grab some food and either coffee and/or beer when you get up to pick a game is what sets them apart from the normal game store. To promote a game cafe is to promote its food and drink as much as the games themselves!
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Any game stores that do not ft in the other two categories likely belong in this one. In which case, “family game stores” are local stores and toy shops that provide tabletop games to everyone, not just dedicated fans.
More often than not, that means families. Many parents want something fun to play and spend time as a family away from screens. And most don’t want to navigate a website to find something for family game night or walk into a dark and intimidating hobby shop. They need help from an employee to sort through all the overwhelming options in the store and find some options that will interest everyone at home.
I have two niches: healthcare and tabletop games. And while there is some overlap between the target audiences of board games and video games, I have not yet dabbled in video game marketing. Any project for a client this industry would require some additional research on the video game market and video game marketing strategies.
"What About Video Game Stores?"
Each FLGS is a Special Place
There Are a Lot of Reasons People Still Love Game Stores and Cafes
The Bes Game Stores Offer the Following Benefits That Cannot Be Found Anywhere Else
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The FLGS and board game cafe is a place where the whole community can meet to play. Whether it be life-long hobbyists or families looking to reduce screen time and connect, the game store can be a welcoming and safe place to have fun.
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A game store is the easiest place to meet like-minded gamers. You do not just sell games… you play them. And when people play together, they laugh, compete, and befriend one another. That simply does not happen at the aisle of Target.
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More often than not, everyone who works at a game store is an expert on tabletop games. Sure, they have their passions and areas of expertise. But regardless of who walks through the door, all they need to do is ask the potential customer a few questions before they can curate a personalized selection that is guaranteed to deliver a great time!
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It is always good to have the old and new classics on the shelves. But a game store has the latest releases from up-and-coming businesses, as well as niche game designs that require detailed searches to even be found online. So many great games get a chance because of FLGS.
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All these amazing, unique benefits aside… what really separates a FLGS is its ability to host events. Whether they be beginner nights to introduce more to TTRPGs or cut-throat, ranked MTG competitions, it is the events that turn a game store from a business to something indispensable.
Confidence to Use Marketing Channels and Tools
Clarity on What Went Wrong Before
Time and Energy to Focus on The Hobbies
An Authoritative Brand That Earns Respect
New Visitors and More Repeat Customers
A Position of Leadership in Your Community
Strategy Custom Tailored to Your Business
Proposals That Fit Your Budget
Messaging that Engages Your Target Audience
Better and More Effective Event Promotion
More Control Over How Your Business Grows
The Ability to Expand Your Customer Base
As a tabletop games marketer and copywriter, I can deliver…
The Three Marketing Mistakes
Most FLGS Make
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Tabletop games players tend to really, REALLY like what they do. They rank obscure games on Board Game Geek, spend hours meticulously painting their Space Marines, and debate the realism of currencies in the world of their DnD campaign.
And that is all great :) And maybe that is why you now run a friendly local game store. And while many visitors are ready to geek out immediately after introductions… many others don’t.
Tabletop games are for everyone, which means you need to be available to everyone if you want to grow. Learning to listen to a customer’s or partner’s needs, understand and sympathize, and then sell how your FLGS can be a solution is CRUCIAL.
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Other businesses
events
stuff
Way too many FLGS keep to themselves. For many it comes naturally; tabletop games are a beloved hobby of the “nerd community”, and in high school nerds try to hang out in the library, not the quad. There is a social conditioning to keep to themselves.
But as a business owner striving for success, that tendency needs to be resisted at all costs. Business means dealing with suppliers, partners, and customers… PEOPLE… which means a game store that is reaching its potential will be connecting with other businesses in the neighborhood and community. Whether you parter up with local eateries and host events for the local elementary school, put yourself out there!
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This is a problem with most businesses, and unfortunately game stores are no exception. Bottom line: if you want to sell more, than you need to position yourself as the GUIDE… not the hero.
Your customers, players, even first time visitors, are the heroes. And it is your job to equip them (sell them games, minis, cards, space, etc.) so that they can achieve their goals (have fun!).
These seems so minor but it is a MASSIVE perspective shift for your marketing efforts. Once you view your store from the perspective of your customers needs, your tone, message, and strategies will pivot in a more effective and lucerative direction.
Failure to do FLGS marketing means potential customers never find out about the exciting board game, tabletop, and hobby offerings you have in store.
Why Marketing is Essential
for Friendly Local Game Stores
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With the increasing surge in popularity of trading card games, TTRPG's (investigate my TTRPG marketing page here), tabletop war games, and board games, Friendly Local Game Store owners have the chance to not only permanently increase their revenue, but also establish their place in their local community. It is a golden opportunity for tabletop game businesses, and one that cannot be missed!
But this once in a generation chance will slip through each of our hands if we do not put some time and energy into marketing. By implementing targeted marketing efforts, game store owners can increase visibility, reach a wider audience, and ultimately drive sales.
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Tabletop Games store owners face unique challenges when it comes to marketing their stores. Customer are already familiar with big box stores like Target and Walmart... the big dawgs are their "go to" options. Someway, somehow, you have to grab their attention and use that moment to say: "Hey! We are a WAY better option for buying and playing tabletop games!!!".
While online and big box store purchasing is convenient, FLGS owners have the advantage of offering a more personal shopping guidance and immersive gaming experience. They can garner support from the community with kickstarter campaigns. And by emphasizing the unique aspects of visiting a local game store, such as game demos, events, and community engagement, FLGS owners can differentiate themselves from online retailers... in a VERY Good way.
Without effective marketing and messaging , your FLGS may go unnoticed, especially when customers are already familiar with larger retailers like Target and Walmart. But unless they are in a high traffic downtown area, there is a good chance you will need to increase your visibility and overcome the huge advantage big box stores and their million dollar marketing budgets.
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Not going to say that there are "dire consequences"... but skipping marketing comes with some undeniable risks. While word-of-mouth plays a role, an absence of marketing efforts makes it challenging to generate new customer interest. Additionally, overlooking search engine optimization (SEO) can be detrimental to your game store's online visibility. In today's digital age, players often turn to search engines like Google to find local businesses, and an un-optimizing website can mean you never rank for the right keywords and never attract the right new customers to your store. Bottom line: marketing is as simple as having more people know about you (increasing brand awareness), getting more buyers (customer acquisition), and those buyers coming back again (customer retention).
A Timeless, Proven Marketing Strategy
Any FLGS Can Implement
By implementing the following time and cost effective strategies,
FLGS owners can maximize their marketing efforts and reach potential customers.
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You need to create a distinct brand. Don't worry, this does not mean hiring some expensive celebrity or becoming a black turtleneck wearing narcissist. Branding is about creating a unique, clear, value-packed identity that not only is immediately recognizable, but also becomes more and more true as gamers spend more time and money at your Friendly Local Game Store. It needs to be consistent across anything everything your game store touches.
After a questionnaire and some research, I’ll create and outline brand messaging and strategy that will be consistent across your marketing channels. It will include everything from unique sales proposition to features and benefits; all the stuff that sets you and your offering apart from everything and everyone else. If necessary, I will also strategize your sales funnel; each step you need to take to transform a site visitor into a customer you can count on years down the road.
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If you have a physical store, it is just a matter of time before you need to invest in local SEO. Why? Because searching online is how people find places. And if they cannot find you in the top results, then new customer will never find you.
SEO strategy includes both on-page and off-page work. It takes time to create blogs and/or videos content that beats out competition. And it costs money to build up the authority of your website.
But the result is one of the most proven forms of e-commerce marketing: a strong, customer acquisition funnel that is resilient to seasons and trends. Every given post becomes a new opportunity to attract a customer.
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And apart from the store, the most important piece of your FLGS marketing is your website... it serves as a central hub for your outreach efforts, showcasing everything your store has to offer. It is an absolute MUST for any serious FLGS marketing. And it needs to be geared towards two groups: 1) people and 2) google. For customers, it is often the first point of contact for potential customers, so it's crucial to make a positive first impression with an attractive, user-friendly design. And you need to have the right keywords and structure so Google can direct the right people in your area who are searching for board games or tabletop gaming. And that's not to mention its potential as a second store for online purchases, a source of information as they research games, and a billboard for promoting upcoming promotions and events!
I will make sure your website works with search engines so you show up on national or local searches. And with my customer-centric copy paired with pleasing and engaging graphic design, your site will communicate your distinct value, raise your credibility, and any site visitors to sign up or purchase.
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Community events are the heartbeat of any friendly local game store (FLGS). They turn a simple retail space into a gathering hub where players meet, laugh, compete, and connect over shared interests. Events like weekly game nights, tournaments, and learn-to-play sessions help cultivate loyal regulars who return not just for the products, but for the experience. These gatherings create a sense of belonging and transform casual shoppers into community members—people who feel invested in the store’s success and more likely to support it with repeat purchases.
From a business standpoint, community events drive steady foot traffic and organic word-of-mouth marketing. Players who attend an event are more likely to bring friends, try new games, and make impulse buys while they’re in the store. Regular events also help game stores stay top of mind in a crowded market by offering something online retailers never can: human connection. The energy of a packed table, the excitement of a new campaign, and the friendships that form around shared hobbies all make community events one of the most powerful tools an FLGS has for building long-term sustainability.
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When it comes to running paid ads, it depends entirely on who your regular customer are, who your brand appeals to, and who your regulars are. Because it doesn't matter if its Facebook, Twitter, Tik Tok, or Instagram.... the right social media channel is whichever one THOSE people use the most! Wherever their interest is, that is where you go.
But if you are a FLGS on the smaller side then organic social media marketing is going to be your best way to gain new customers. My suggestion: "picking and sticking" with a single social media outlet for a few months and seeing how it goes.
Each day you can social media posts related to board games, upcoming events, new game releases, and discounts. You can generate excitement with giveaways and contests.
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It doesn’t matter that it’s 2025… email remains the most efficient, cost-effective, and essential marketing channel out there. No other tool at your disposal helps you achieve so many different aims, track different metrics, personalize to each subscriber, and communicate so relationally with your target audience. Which means your email list is your #1 selling tool.
Now... some members of the tabletop game community will scream "SIC SEMPER TYRANNIS" if they even sense that you want their email. But the majority, particularly parents looking for activities that can bring the whole family together, are like the general population: they VASTLY prefer email to all other channels for marketing. Yep... with an ROI of $36:$1, email marketing remains a powerful tool for targeting potential customers and nurturing relationships with existing ones. But it can be tricky and has many steps:
Common Game Store Marketing Goals
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Your game store needs to be a place where people can play their games (obviously). But if you can create community and camaraderie, then people have another, even more motivating reason to gather at your store. Your marketing not only needs to gather people, but instill a sense of identity and camaraderie.
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If your marketing brings in people that have no interest in buying, then it is not working, even if it is creating foot traffic. You want to attract NEW PLAYERS, because players are customers.
But the right marketing depends on who your target audience is. If you want families looking for something for game night, then your markeing will look one way. If you want lifelong gamers where every night is game night, then your marketing will look another way. Regardless, a successful game store marketing strategy will bring the right people through your doors.
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But even building community, attracting your target audience, and customer engagement are still means to an end. At the end of the day, it is all about turning potential players into paying customers.
One way or another, game store marketing is about yielding better financial results. If that means a lower cost per click, or selling more products, or selling more expensive products… marketing is about selling so you can not only stay in business, but thrive.
Frequently Asked Questions
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Copywriting is the sales part of marketing; “copy” refers to the words on ads and other promotional material.
It is through copy that brands engage with customers to increase engagement, traffic, and sales.
For e-commerce board game businesses, expert copywriting is required for effective emails, webpages, social media, ads, and content. You cannot do effective board game marketing without it.
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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.
If you are referring to copy editing existing work, then it is an hourly rate.
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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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Apart from being a copywriter who focuses on board game marketing…
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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Board game marketing is a step by step process; you cannot move onto the next step until you have laid a foundation.
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.
Establishing your brand is necessary to make board game copywriting reliable and effective. 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!
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First of all, it entirely depends on what you mean by “fail”. If failure means not achieving stated goals, then the most common reason for failure is not devoting the necessary financial resources to reach those goals. An exaggerated example would be hoping for $100,000 promotional event and only sending out a single email to 100 subscribers.
Another common reason board game marketing fails is when there is a lack of understanding or a misunderstanding of the target audience. Marketing is specific communication that is intended to resonate with a particular group of people. If you do not know who that group of people is, or know what they care about, then your marketing will either be directed at the wrong people or fall on deaf ears.
Finally, marketing often fails when a produce/service either doesn’t solve a painful problem or fill an important need. Making something good isn’t good enough; it needs to be so good that the perceived value is worth 4x the cost.
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I have no experience in mobile game development, app store optimization, or promoting a video game or mobile board game on google play. If this is what you are looking for, I am sure I can help you find a copywriter and marketer that specializes in working with game developers.
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Game cafe marketing is different because their revenue comes primarily from selling food and drink rather than games, cards, and accessories. Yes, they can sell those things too, but what makes a game cafe attractive is not that they have every tabletop product under the sun, but that they always have a space where friends can gather to get a bite to eat and play a game.
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Easy:
Call up a distributor or production company.
Ask if they have any upcoming releases they want to promote
Negotiate some sort of profit share or mutually beneficial deal
Wait for their promotional materials to be delivered
Organize and promote your event
Host the event!
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Marketing for a physical location comes with different priorities than digital marketing for ecommerce. Specifically is the emphasis on the local market rather than regional or national. Which means a google business profile, local seo, and locally targeted google ads are MASSIVELY important and effective for a FLGS. But all of those resources can be a money drain unless planned and executed by a professional, so it is a good idea to hire a professional that is familiarity with the tabletop community.
Matt
“After implementing marketing strategies paired with his insightful writing my online sales tripled in a month!”
Long -Term, Effective, Board Game Store Marketing, Strategy, and Copywritng
Game cafes, hobby shops, and FLGS can establish themselves in their community…
Build a customer base that will be present rain or shine…
And use customer service and live events to prove they are a great place to support…