How to Sell Your Board Game: Self-Publishing vs. Publishers and More

Bringing a board game idea to life is no small feat—but once your game is designed and tested, the next big question is: How do I actually sell this thing? Whether you want to maintain full control or offload production and marketing, there are several options to consider. Here’s a breakdown of the most common ways to sell your board game—and the pros and cons of each.


1. Self-Publishing Your Board Game

What it is: You take full ownership of producing, marketing, and selling your game.

Pros:

  • Total creative and financial control

  • Potential for higher profit margins

  • Build a brand or business around your game

Cons:

  • High upfront costs (manufacturing, shipping, warehousing)

  • Requires time, skills, and money to market and distribute

  • Harder to get into retail without established relationships

Best for: Designers who want full autonomy, have marketing experience, or are creating a product line of games.


2. Crowdfunding (Kickstarter or Gamefound are most popular)

What it is: Use platforms like Kickstarter or Gamefound to fund production through preorders from backers.

Pros:

Cons:

Best for: First-time designers looking to launch a game without a big budget, and those who want to test demand before committing to a print run.

(Also Read: Making Your Own Board Game Prototype)


3. Pitching to a Board Game Publisher

What it is: You license your game to a publisher who handles production, marketing, and distribution.

Pros:

  • No upfront costs for you

  • Leverages publisher’s connections and experience

  • Allows you to focus on design, not logistics

Cons:

  • Less control over art, theme, and pricing

  • Royalties are small (typically 5–8% of MSRP)

  • Can be hard to get a deal—publishers get a lot of submissions

Best for: Designers who want to focus on creating games and not run a business.


4. Licensing to a Toy or Entertainment Company

What it is: Similar to working with a publisher, but often with companies focused on mass-market retail (e.g., Hasbro, Mattel).

Pros:

  • Potential for large-scale exposure and high volume sales

  • Professional production and marketing teams

Cons:

  • Very competitive and hard to break into

  • Lower per-unit royalties

  • Less personal brand recognition for the designer

Best for: Games with broad, family-friendly appeal and strong retail potential.


5. Print-on-Demand Platforms

What it is: Services like The Game Crafter or Print & Play Games let customers order copies on demand.

Pros:

  • No inventory risk or upfront costs

  • Great for prototypes or niche titles

  • Fast to market

Cons:

  • Higher cost per unit (lower profit margins)

  • Limited customizability

  • Not suitable for large-scale distribution

Best for: Small projects, testing interest, or selling niche games to a dedicated audience.

(You May Also Like: Printing Card Games at Home)


So Which Option Should You Choose for Your Own Board Game?

It depends on your goals:

  • Want full control and are ready to learn business skills? Self-publish.

  • *Want to test demand and reduce risk? Try crowdfunding (Most Popular for 1st Timers).

  • Want to focus on game design and let someone else handle the rest? Pitch to publishers.

  • Want a low-cost way to test the market or offer print-and-play versions? Use print-on-demand.

Whichever route you choose, make sure your game is well-playtested, your pitch is polished, and your passion shines through. The board game industry is competitive—but there’s room for creators with great ideas and persistence.


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