Are You Game? The Power of Tabletop Games as a Marketing Strategy

Discover effective marketing strategies to attract clients interested in leveraging tabletop games for business development. Build your brand and reach a wider audience with these proven techniques.

As a strategy consulting firm specialising in innovative approaches, we at LGP have seen firsthand how leveraging the power of play through tabletop games can be a game-changer (pun fully intended) for companies looking to level up their biz dev efforts.

First off, let's set the stage by discussing why tabletop games are such a potent tool for building relationships and driving business growth. Unlike traditional networking events or bland corporate icebreakers, tabletop games provide an engaging, interactive experience that breaks down barriers, sparks creativity, and forges genuine connections. They tap into our innate love of play, competition, and storytelling, creating a memorable shared experience that can be the foundation for lasting business partnerships.

But of course, just having a stack of games in your office isn't enough – you need to strategically incorporate them into your business development efforts and effectively market your unique offerings. Here are some key strategies and channels we've found to be highly effective:

Develop signature game-based workshops and events.

Rather than just pulling any old game off the shelf, work with game designers or use your in-house expertise to create custom tabletop experiences that are tailored to your target industries and business objectives. For example, we worked with a financial services client to create a resource management game that simulated market dynamics and risk assessment scenarios. The game was a hit with clients and prospects, providing a fun and memorable way to showcase the firm's expertise while building rapport.

To market these signature events, consider channels like targeted LinkedIn ads and personalized email invites that tease the unique experience and business benefits. You could also host public workshops or sponsor industry conferences to give a taste of your offerings and attract new leads.

Host a game jam hackathon.

To really showcase your firm's creativity and expertise, consider hosting a game jam hackathon where teams of clients, prospects, and industry partners compete to design and prototype a tabletop game around a specific business challenge or theme. Not only does this provide a unique networking and team-building opportunity, but it also positions your firm as an innovative leader in the space.

To market the event, reach out to local game design communities, startup incubators, and industry associations with a compelling event page and social media campaign. You could also partner with a relevant charity or cause to give the event a social impact angle and expand your reach.

Get active in game-related communities.
Finally, to really walk the talk and immerse yourself in the world of tabletop games, get involved in relevant online and offline communities. This could include sponsoring or speaking at game conventions, hosting game nights at local game stores, or participating in game design forums and social media groups.

By authentically engaging with the gaming community, you'll not only stay up to date on the latest trends and best practices, but you'll also build relationships with potential partners, collaborators, and clients who share your passion for games.

So there you have it – some effective marketing strategies and channels for building your brand and attracting clients with tabletop games. Of course, the key is to experiment, iterate, and find the right mix that works for your unique business and target audience.

But as we've seen time and again at LGP, when done right, leveraging the power of play can be an absolute game-changer for driving business development and standing out in a crowded market. So go ahead, roll the dice and let the games begin!

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