Jackson Pope has made the leap that many of us only think about: he’s quit his regular job to work full-time on games. His company, Reiver Games, is a publisher of board and card games and is based in the UK. Jack was nice enough to take time out of his busy schedule to talk about what he’s facing as a games publisher.
If you have a board game design and are looking for a publisher, check out Reiver Games’ submission guidelines near the bottom of their Games page.
Jason (Gamesizing): You have recently written on your blog about your decision and justification to work on your game publishing company as your full-time job. What are some of the activities you’re focused on right now?
Jack (Reiver Games): First, thanks for taking the time to interview me. At the moment I’m really busy wrapping up my current job, but once that’s finished, I’ll be able to devote more time to Reiver Games. The first things I need to do are get as much advice as possible, make contact with distributors, shops and manufacturers, start publicising my next game (Codename: Network) and fill my games pipeline so I’ve plenty to keep me busy.
Jason: What is your process of deciding what game to publish? What makes you favor one game over another?
Jack: First I ask for a couple of paragraphs describing the game, major mechanics and components. At this stage I can rule out types of games I’m not interested in (wargames, party games, etc.) and games that will be too expensive to manufacture (e.g. lots of plastic pieces). If the game still piques my interest I ask for a copy of the rules. This lets me check out how well tested the game is (I get rules of very different qualities), and also whether there’s anything interesting about the game. It also gives me an idea of overly complicated games – I like simple and fun. If I’m still interested I ask for a prototype, this gives me a chance to play it, and get a good idea about how well it works, whether it’s fun in practice and a chance to find weaknesses. Games I select will be playtested extensively before publishing.
Jason: If you find that a game has potential through playtesting but you believe it needs refinement before it becomes publishable, what is your process for implementing those changes? Do you tend to work with the original designer or do everything in-house?
Jack: It varies, I don’t have a process per se. My next game I’ve worked with the designer, others I’ve asked them to make the changes.
Jason: During your time as a publisher, would you say you have en established network of game designers that you work with? How are you going about developing new relationships?
Jack: I’d say I’m at the very beginning of that journey. Ted Cheatham, co-designer of my next game Carpe Astra – Seize the Stars and I hope to work together again in the future, and I hope Yehuda Berlinger (designer of It’s Alive!) will consider me as a publisher for his future ideas. At the moment I’m focussed on getting Carpe Astra out, but at the same time I’m working through a large number of submissions – hopefully some of those will see the light of day under the Reiver Games brand, and I’ll form good relationships with those designers.
Jason: Being a fairly new publisher in a competitive market, what is your vision for differentiating yourself?
Jack: I think there’s a couple of things. First I aim for great, fun games, probably at the lighter end of the spectrum. It’s Alive! is the yardstick for that, fun game, fun theme and simple enough that it is popular with non-gamers. Artwork is another differentiator, so many German games have terrible artwork, and while the big American companies have good artwork, it’s very samey – I want my games to stand out.
Jason: All the things you mentioned are important for making a great product. Do you have any specific strategies for attracting first time customers?
Jack: I think there’s two types of first time customers: bricks and mortar shoppers and online shoppers. For the Bricks and Mortar guys and attractive/intriguing box is the only tool you have to attract new customers. Online it’s even harder. Then all you’ve really got is a photo of the front of the box and maybe a review. The combination of good games that sell by word of mouth and attractive boxes are all I’ve got until I can build some brand recognition.
Jason: What would you say were some of the biggest resources (either online or off) that’s helped you with your business?
Jack: Without a doubt the best resource I’ve come across has been BoardGameGeek, most of my sales come through BGG either directly or indirectly, and it has allowed me to reach customers in America, Canada, Australia, Brazil and all of Europe. I’ve also found speaking to a Small Business Advisor to be really useful too.
Jason: In closing, what would you say was your biggest insight about being a games publisher up to this point?
Jack: My biggest insight has to be that with today’s technologies (the internet, digital printing, etc.) it is possible to make a game yourself, and sell it. Border Reivers was an experiment as much as anything, but It’s Alive! has just confirmed to me that there are loads of people out there who will support the hobby publishers. It’s a great time to be in the industry.
Jason: Thanks again for your time and best of luck with your business!
