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How-To Publish Games, The Tasty Minstrel Way

Tasty Minstrel Games was started in early 2009 with initial releases (Homesteaders and Terra Prime) coming out in January 2010. Despite many problems to overcome, TMG quickly grew in popularity. This blog is meant to make some of TMG's business practices open source.
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Anatomy Of A Hit, An Intro

Michael Mindes
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The ultimate goal of any publisher is to produce a hit. A hit game will bring in more revenue and profits than you could imagine. I won't go into the obvious examples again.

A hit game will keep you in business if you treat it right. STARFOX... Now that was a hit video game... Let's apply the letters:

S = Shorter game play
T = Theme
A = Accessibility
R = Reach
F = Fun
O = Obsession
X = X-Factor

As of right now, Tasty Minstrel Games has 3 games which are poised to become potential hits, Eminent Domain, Belfort, and Martian Dice. While I feel that I do not yet have a great example of a hit created, I do have a good understanding of what it takes.

I will now go over a brief overview of each of these 7 characteristics and then follow up with more detail about each on in subsequent blog posts. Until all 8 of these posts are released, my blog will post on Thursdays in addition to the normal Mondays.

Shorter Game Play

A game cannot become a hit without the inherent virality of playing a game. With a shorter game play, the game in question will be played more often which should boost its ability to spread quickly.

Theme

I hear arguments to the contrary sometimes, but theme is essential. Having a well integrated theme that people can fall in love with will be a boon to any game's sales.

Accessibility

The more people that can play a game and enjoy it, the more likely it can become a hit. Also, it means that it will be played with more types of people that can go out into the world and further spread the word. A good concise and clear rulebook is important here.

Reach

With the exception of early adopters, people want to try before they buy. Therefore it follows that more reach will allow for more sales. However there is more depth than that. It matters who you can reach, the total numbers you reach, and your purchaser's likelihood to play the game after a purchase.

The Settlers of Catan sells tons of copies because it is mainstream. There are plenty of people out there who have the option of playing Settlers or many of the "worse" games from the past. So they play Settlers, and those that they play with in turn love the game!

Fun

I think this one is obvious. After all, it is a game!

Obsession

Obsession is what will lead from your early adopters into a greater total reach. If there are reasons for early adopters to love a game, obsess about it, and continually evangelize it, then you will be more likely to produce a hit.

Eminent Domain accomplishes this. Prior to its release there are plenty of people that played the Print and Play version dozens of times.

X-Factor

What is there that sets this game apart from the other 500+ published in any given year? Is it an innovative mechanic? Amazing artwork? Incredible humor? Or just the tactile enjoyment of rolling 13 dice like in Martian Dice?

Conclusion

Ultimately, Tasty Minstrel Games is publishing games in an effort to provide quality play at a great value. This and much that is outside the direct control of the publisher will determine what will become a hit.

If you want to be a board game publisher, then commit to bringing more value to the table then other publishers. If you do this, then eventually the customers and fans will find you.
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Subscribe sub options Thu Aug 25, 2011 1:00 pm
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Kenny VenOsdel
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Quote:
Eminent Domain accomplishes this. Prior to its release there are plenty of people that played the Print and Play version dozens of times.


Really? Name one Michael, seriously.

I'd also like to point out that a hit doesn't mean a hit on BGG. The community here is a good starting point but you need much broader reach to be a true hit.
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  • Posted Thu Aug 25, 2011 1:05 pm
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Joseph Anderson
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kvenosdel wrote:
Quote:
Eminent Domain accomplishes this. Prior to its release there are plenty of people that played the Print and Play version dozens of times.


Really? Name one Michael, seriously.

I'd also like to point out that a hit doesn't mean a hit on BGG. The community here is a good starting point but you need much broader reach to be a true hit.

soblue I must admit that I am not one of those people as I found out about the game during the kickstarter campaign. But your statement is utterly ingenuous. There were plenty of people on the forums that were very vocal and I think Michaels statement is potentially an understatement.

A hit on BGG is a hit because the people who make waves on BGG also make waves in their local gaming group. It could often take about a year for convention buzz and BGG buzz to reach gamers that aren't active on BGG but it does reach them.

Then again if you are talking about being a mass market hit then that is something that is reserved for very few hobby games, I don't believe that is what Michael is talking about as even Catan is barely mass market let alone a mass market hit.
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  • Posted Thu Aug 25, 2011 1:53 pm
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Brent Lloyd
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Thanks again for the insights Michael, always a good read.

I also think Jab has a very good chance at being a hit. Fast engaging play and very time I see it hit a table it is usually out there for many games and others gather around and watch. It has many of the elements you outline in your article.

The Boxing theme is very appropriate to the mechanics, but unfortunately not a popular theme with the general populace.

Peace
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  • Posted Thu Aug 25, 2011 3:08 pm
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Michael Mindes
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kvenosdel wrote:
Quote:
Eminent Domain accomplishes this. Prior to its release there are plenty of people that played the Print and Play version dozens of times.


Really? Name one Michael, seriously.

I'd also like to point out that a hit doesn't mean a hit on BGG. The community here is a good starting point but you need much broader reach to be a true hit.


There are:

hits
hits...
Hits
HITS
HITS!!! Sweet!

Oh, and if I named people that did this, then I will miss a bunch of them, and I do not want to create any hurt feelings... ninja
 
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  • Posted Thu Aug 25, 2011 5:55 pm
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Michael Mindes
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knaves wrote:
kvenosdel wrote:
Quote:
Eminent Domain accomplishes this. Prior to its release there are plenty of people that played the Print and Play version dozens of times.


Really? Name one Michael, seriously.

I'd also like to point out that a hit doesn't mean a hit on BGG. The community here is a good starting point but you need much broader reach to be a true hit.

soblue I must admit that I am not one of those people as I found out about the game during the kickstarter campaign. But your statement is utterly ingenuous. There were plenty of people on the forums that were very vocal and I think Michaels statement is potentially an understatement.

A hit on BGG is a hit because the people who make waves on BGG also make waves in their local gaming group. It could often take about a year for convention buzz and BGG buzz to reach gamers that aren't active on BGG but it does reach them.

Then again if you are talking about being a mass market hit then that is something that is reserved for very few hobby games, I don't believe that is what Michael is talking about as even Catan is barely mass market let alone a mass market hit.


Kenny was one of the people that have been an extremely vocal supporter. He just wanted me to say "Kenny was a great help".

And we have, in the rulebook. I think...
 
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  • Posted Thu Aug 25, 2011 5:57 pm
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Kenny VenOsdel
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DrMayhem wrote:


Kenny was one of the people that have been an extremely vocal supporter. He just wanted me to say "Kenny was a great help".

And we have, in the rulebook. I think...


Oh aren't you kind. I wasn't really asking for you to say anything, as you said you did in the rulebook and I'm honored. More of a joke really that anyone who follows the ED forums, or looked at play counts, would instantly know that I am one of those people. I freaking love Eminent Domain.
 
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  • Posted Thu Aug 25, 2011 8:03 pm
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Joseph Anderson
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Sorry, sarcasm doesn't translate well to text. And I must admit that while I am terribly interested into the game, I wouldn't be able to name a single person from the ED forums, as I tend to spend most of my time in the Dice Tower forums.
 
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  • Posted Thu Aug 25, 2011 11:29 pm
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Jeff Warrender
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Interesting read, Michael. I'm looking forward to the series, but I disagree with the central argument. I think that if you look at the few bona fide "hits" that the hobby had produced, none have all of these qualities and few have most. Here's how I'd stack the hits that I can think of against these criteria:

Settlers: ARF (S is arguable)
Agricola: RFOX
Ticket to Ride: STARF
Dominion: SARFOX
Race for the Galaxy: SRFOX
Pandemic: TRFX (X = cooperative, still pretty new at the time it came out)
Through the Ages: TFX


Maybe there are other hits I'm failing to include (Puerto Rico? Carcassonne? Small World?). But other than fun, which is obvious, these games differ strongly with respect to your criteria. And they differ in more ways than that; some have great artwork, some not. Some had incredible pre-release buzz, some came out of nowhere. How, then, did they all become hits?

I think there are two qualities that all of them share, that are much more important than the ones you've listed (except fun, which again is obvious).

First, the games all have high Replayability. You can play each of these games many times, with many different groups, and never get sick of playing. This is important with respect to the "outreach" aspect you noted -- games that don't have staying power for a given player won't inspire that player to teach it to others. And this quality is important given the "cult of the new" mentality that pervades boardgaming: what makes you want to buy Settlers instead of the shiny new game that was just released? You're only going to do that if you're not sick of Settlers, and that only happens if Settlers has high replay value. What's interesting is the way the different hits achieve replay in such different ways; Settlers and TtR do it with strong player interaction; Dominion and Agricola, with lots of variability to the cards that allow players to explore many different card combos.

Second, these games all combine something familiar with something original. Games that are too derivative won't ultimately achieve standout status as hits, whereas games that don't have a touch point of familiarity that anchors the games contextually in players' experience may be successful, but will have a harder time becoming hits. Dominion has strong similarities to Magic; Race had strong similarities to Puerto Rico and San Juan; Through the Ages had strong similarities to Civilization (the computer game). Yet each also invested their source material with enough creative additions that something new and interesting was created as a result.

I don't think any of the qualities you've described will hurt a game's chances of becoming a hit, but I think the real reasons a game becomes a hit are not primarily to be found in STARFOX...
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  • Posted Fri Aug 26, 2011 12:47 am
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Michael Mindes
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jwarrend wrote:
Interesting read, Michael. I'm looking forward to the series, but I disagree with the central argument. I think that if you look at the few bona fide "hits" that the hobby had produced, none have all of these qualities and few have most. Here's how I'd stack the hits that I can think of against these criteria:

Settlers: ARF (S is arguable)
Agricola: RFOX
Ticket to Ride: STARF
Dominion: SARFOX
Race for the Galaxy: SRFOX
Pandemic: TRFX (X = cooperative, still pretty new at the time it came out)
Through the Ages: TFX


Maybe there are other hits I'm failing to include (Puerto Rico? Carcassonne? Small World?). But other than fun, which is obvious, these games differ strongly with respect to your criteria. And they differ in more ways than that; some have great artwork, some not. Some had incredible pre-release buzz, some came out of nowhere. How, then, did they all become hits?

I think there are two qualities that all of them share, that are much more important than the ones you've listed (except fun, which again is obvious).

First, the games all have high Replayability. You can play each of these games many times, with many different groups, and never get sick of playing. This is important with respect to the "outreach" aspect you noted -- games that don't have staying power for a given player won't inspire that player to teach it to others. And this quality is important given the "cult of the new" mentality that pervades boardgaming: what makes you want to buy Settlers instead of the shiny new game that was just released? You're only going to do that if you're not sick of Settlers, and that only happens if Settlers has high replay value. What's interesting is the way the different hits achieve replay in such different ways; Settlers and TtR do it with strong player interaction; Dominion and Agricola, with lots of variability to the cards that allow players to explore many different card combos.

Second, these games all combine something familiar with something original. Games that are too derivative won't ultimately achieve standout status as hits, whereas games that don't have a touch point of familiarity that anchors the games contextually in players' experience may be successful, but will have a harder time becoming hits. Dominion has strong similarities to Magic; Race had strong similarities to Puerto Rico and San Juan; Through the Ages had strong similarities to Civilization (the computer game). Yet each also invested their source material with enough creative additions that something new and interesting was created as a result.

I don't think any of the qualities you've described will hurt a game's chances of becoming a hit, but I think the real reasons a game becomes a hit are not primarily to be found in STARFOX...


Yes, certainly any one game does not need to have all of these aspects going for it, and replayability is essential. Replayability is so essential and foundational that I left it out in error.
 
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  • Posted Fri Aug 26, 2011 3:24 am
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Rob Bartel
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DrMayhem wrote:
Replayability is so essential and foundational that I left it out in error.


STARRFOX?
 
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  • Posted Sat Sep 3, 2011 12:50 am
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