How to launch a board game: 7 proven steps

An independent game creator contacted us in 2023 with a lucid observation: "I have a concept that my friends love. I really want to take it out, not leave it on the shelf. What do I start with?" Three years later, his game sold to 8,500 copies on Kickstarter + distributors and he is preparing its extension.

Launching a board game is a process that is repeated on almost all successful creators. 7 structured steps, with for each of the risks, measurable costs and critical decisions that guide the project.

Here is the complete method, illustrated by 3 concrete cases of creators that we have accompanied, with initial investment, duration, success rates and practical tips not to lose 6 months on avoidable arbitrations.

Step 1 : Setting the concept and user target

The concept is defined in 3 elements: main mechanical (What's going on?) theme (universe, narrative), Target (occasional players, hardcore, families, B2B). Without these 3 frame elements, everything else becomes blurred.

Common error : start with theme ("I want to play a game on pirates") without framing the mechanics. The theme alone does not carry a game: the mechanics wear it.

Ask yourself 3 questions: (1) What does my game do that others don't do? (2) Who plays my prototypes 3 times without getting tired? (3) How much are willing to pay the average public price of a game for that? If you don't have a clear answer, go back to concept phase.

Step 2 : Paper prototype and first playtests

The paper prototype costs little (carton, paper, scissors, markers) but reveals everything. No need to invest in a graphics before 5-10 playtests that validate the mechanics.

Play strangers, not just his friends. Friends love you and will round the corners. Unknown people say what doesn't work. Minimum goal: 10 sessions test with representative players.

Our guide prototyping game details the method: materials, format, feedback tracking, metrics to measure (duration, engagement, re-game intent).

Step 3 : Iterations and balancing of mechanics

Between prototype 1 and final prototype, count 15 to 30 iterations. It's normal. The best games are not genius flashes but accumulations of small adjustments.

Documenting each iteration: what we've changed, what it has changed in the game, back from the testers. Without documentation, we turn around in circles or degrade functional elements.

Balance: ensure that no strategy dominates systematically, that all players have interesting decisions, that the end of the game has a real tension. Standard game design criteria applied without complacency.

Step 4 : Artistic direction and finalisation game design

The artistic direction involves 2 skills: a graphic designer (page layout, readability, visual hierarchy) and an illustrator (universe, ambiance). Budget artistic direction according to the ambition of the project (on estimate).

Critical choices: colour palette (daltonism compatibility), consistent iconography, map layout (remote readability vs. rich details). The graphic designer orientates, the editor slices.

Preparation of template files For the manufacturer: cutting margins, text space, standard compliance. This technical step avoids 80% of subsequent manufacturing errors.

Step 5 : Limited series manufacturing (50-500 copies)

First choice: French or foreign manufacturer? French manufacture (like ours in Fléac, Charente) guarantees EN71-1/2/3, FSC/PEFC papers, vegetable inks, partnership ESAT Foreign manufacturing can offer a lower unit cost on large series (>5000 copies).

For the launch (50 to 500 copies), French manufacturing is almost always preferable: MOQ accessible, short time (8-12 weeks), direct communication, documentary compliance. guide to the 7 factors that influence pricing details the mechanic.

Good to Shoot (BAT): a critical step where you validate the game manufactured before launching the series. Carefully review each component, text, and alignment. Once the BAT is validated, you pay for the errors if there are any.

Step 6 : Distribution: Kickstarter, Direct Sales, Distributors

3 dominant channels for distribution. Kickstarter or Ulule : community pre-sale that finances production. Advantage: cash available before manufacture. Disadvantage: intense communication during the campaign, management of counterparties.

Direct sale via your website and marketplaces (Philibert, BGG store). Upper margin but limited initial volume. Recommended for cases where the creator wants to master the customer relationship.

Specialized distributors (Asmodee, Iello, Black Rock for France). Potentially high volumes but reduced margin (50-60%). To consider after a successful first live edition, when you have market evidence.

Stage 7 : Community marketing and agreements

The gamer community (BoardGameGeek, specialized forums, Facebook groups) is the #1 channel of the board game. Cultivate an authentic presence 6 months before launch, not an aggressive promotional presence.

The conventions (Cannes, Essen, GenCon, Paris Est Ludique) are major accelerators. Present the game in real life, make it play, collect qualified returns. Budget convention varies according to the size of the stand.

Critical reviews Send prototypes or copies to 20-30 recognized board game reviews ( YouTube channels, blogs, podcasts). An influential reviewer who loves your game = 500 to 5000 additional sales.