We thought it would be good to describe the process that it takes to bring a game to life. When we speak with aspiring designers or people that have may have an idea for a game or desire to bring an old game back to life, many of them have no clue about how much effort it takes to make this happen.
Game Design
So if you have an idea for a game, working out all the mechanics is a good place to start. In this case one of the best partnerships you can establish. Work for Hire agreements with game designers are common. Even established games will sometimes bring in an outsider to handle an expansion or revision to core game mechanics.
We’ve seen a convergence in many of the collectible games core mechanics over the past year. 2023 is no exception – with several big titles being released. The most important part to remember when working on a new design is to have the core mechanics comfortable for players to learn the game, but also enable it to be expanded. Most successful collectible games release 2 or 3 expansions per year. So make sure your design is extendable, otherwise you may not be able to keep up with the latest gaming trends.
For each of our set designs, we prepare a detailed brief that is used with our game designers to guide some of these decisions.
Artwork
Unless you are planning on doing all the artwork yourself, its good to have a network of artists and graphic designers available to you. We met many of these artists at Gencon this year and there are so many great options in many different styles. If you are working with a licensed IP (which we are with our current project) you also have to consider the style and approval process – which may be extensive.
Manufacturing
Domestic or Import? This is probably one of the most important decisions you will make in your game design. There are advantages and disadvantages to each:
Imports – when working with an overseas manufacturer, you can often save on cost. Labor markets are lower than in domestic manufacturing locations. You often trade off cost for responsiveness, and time to market – as you have to deal with the complexities of overseas logistics and shipping. Many of the top producers with offshore manufacturing resources have North American or European based sales offices and project managers that help you navigate the complexities of working with an overseas operation. One thing to remember is that the QA process will take longer because even proofs and samples will need to be shipped across the ocean.
Domestic – local producers often make it easier to be responsive (speed to market) and address quality challenges. Every game has these issues and for this reason we favor domestic production where possible. Even if it costs a little bit more.
Another option to consider is the level of experience in the pieces of your game that the producers have. Many will promise the world, but you should be aware if they specialize in injection molding (ie minatures), printing (cards and boards), woodworking (game pieces) or assembly. Ask about what games they produce and request references. We are happy to share details about our experience with you.
Promotion
It used to be that most of your distribution agreements would include a portion of the payment dedicated to marketing. This enabled game publishers to focus more on making the games, and let their chosen channels promote it. Sometimes you would provide a store front kit or point-of-purchase marketing materials, but most of the promotions happened in concert with the sellers.
Unfortunately as time has gone on, the responsibility for creating demand for a game is falling back onto the publishers. Opinions on this are mixed, because the control about what is said about the game or brand remains with the publisher, however it means there will be additional costs. You can hire a marketing agency to help with this, but there aren’t many that focus on collectibles or gaming. We have found it’s better to do this in-house. You should plan to spend between 8-15% of your gross revenue on marketing activities.
Distribution
There are many distribution channels for collectible games. Traditional distributors deal with most of the independent gaming stores. Big box retailers usually prefer to cut out the middle man, but it can be difficult to compete for shelf space unless you have an extremely popular title. There are direct to consumer models and fulfillment companies that allow you to sell online. Crowdfunding fulfillment is also available.
If you are interested in partnering with Resurrection Games on a future project, let us know. We are always looking to expand our network!