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:
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Total creative and financial control
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Potential for higher profit margins
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Build a brand or business around your game
Cons:
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High upfront costs (manufacturing, shipping, warehousing)
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Requires time, skills, and money to market and distribute
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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:
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Validates market demand before manufacturing
-
Reduces financial risk
Cons:
-
Crowdfunding success requires a lot of prep (video, marketing, graphics)
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Fulfilling rewards is a logistical challenge
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You still need to self-publish afterward
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:
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No upfront costs for you
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Leverages publisher’s connections and experience
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Allows you to focus on design, not logistics
Cons:
-
Less control over art, theme, and pricing
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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
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Professional production and marketing teams
Cons:
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Very competitive and hard to break into
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Lower per-unit royalties
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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:
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No inventory risk or upfront costs
-
Great for prototypes or niche titles
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Fast to market
Cons:
-
Higher cost per unit (lower profit margins)
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Limited customizability
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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:
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Want full control and are ready to learn business skills? Self-publish.
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*Want to test demand and reduce risk? Try crowdfunding (Most Popular for 1st Timers).
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Want to focus on game design and let someone else handle the rest? Pitch to publishers.
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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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