Say 'Ya!' To Board Games

Despite continued pressure from alternative activities including video games, the Internet and of course high definition TV, the classic board game lives on. For decades the tabletop game, made of cardboard and plastic, has seen its share of high-tech competition, ranging from the radio and recorded music to TV and electronic games, and now in this digital age the Internet. But while computer and video games draw players together from across the world thanks to the advent of broadband, the true multiplayer experience, say retailers can't be beaten when it comes to dice, cards and a colorful board.

More importantly thanks to a high-profile writer's strike the TV season is all but washed out for at least half of 2008, opening up more time with less to watch. This has been seen as a boon for some game retailers, and as the old adage says, “the family that plays together stays together.” Thanks to a continued resurgence in quality games there are a plethora of options.

While old time favorite family board games, including Monopoly, Risk and Clue maintain a “monopoly” at the large chain retailers; the specialty shops coast-to-coast still have their sights set on Europe for the most innovative titles. The Euro Game, sometimes called German-style board games, remain popular because these feature simple rules, quality artwork and can be played in a short amount of time. This Euro Game movement shows no sign of slowing down any time soon.

“The Euro gaming trend has not run its course, not even close,” says Bob Moog, co-founder of University Games. “The number of these games sold has probably doubled in the last five years, and the trend will continue because it is still a reasonably small market. More copies are sold of Monopoly in one year than all the strategy games sold in the last 10 years, but the market is continuing to grow.”

Among the most popular titles coming from across the deep blue sea are Settlers of Cataan, Puerto Rico and Ticket to Ride. Sales of titles from publisher Fantasy Flight, notably Arc of Horror and Twilight Imperium, have been seen as very strong across the country. Retailers have also reported strong sales of the company's World of Warcraft game, proving that this is one world that can continue to grow beyond its original digital realm. The strength of all of these European-styled titles is in the fact that most are still family friendly, can be played in a short time and offer a lot of re-playability. This all adds up to bigger sales for the traditional game stores

“We found that the board game market has increased, at least that's what we're seeing at the store,” says Mike Kilbert, co-owner of The Compleat Strategist. Located just a block away from the Empire State Building, the New York flagship store has seen a decline in interest over the years, but today board game sales are booming says Kilbert, and family game time is the reason for renewed interest. “Families want to get away from the computer and the TV. Board games offer that social interaction. And today gamers are looking for a higher level of game than Monopoly, Scrabble or Clue. Fortunately there are plenty of games that satisfy the need for better games.”

The strength of the new generation of board games is that these titles can offer unique experiences each time the game is played says Kilbert. “Monopoly is the same every time. You can play it blindfolded. Setters is a very different game each and every time you play it.”

Fortunately there are other domestically grown games that might satisfy those looking for something new and a bit different. “The family board game market is a large segment of the $2 billion gaming market, and it is an important segment,” says Moog, adding that his company had very good sales, and much of this can be credited to new games. “The kind of family game is changing a bit, this is after years of being focused on three or four big titles.”

And among the new innovations Moog is hoping to see take off for 2008 includes updated versions of class 3M titles including Facts in Five and Executive Decision, as well as a new title called Cro-Magnon. While this could be considered Civilization on a micro-level, the game combines elements of drawing games where players need to learn to communicate as they progress from the Stone Age to modern day. “At the beginning you can grunt and make hand movements,” says Moog, “and then learn to draw pictures and later one syllable ones.”

One area where European titles haven't broken through is online, and while it might seem that the Internet and board games don't play well with each other, sales tell another story. “Board games are simply irreplaceable despite the digital age,” says Andrew Beyfuss, president and CEO of BoardGames.com, an online retailer specializing in games. The site offers more than 3,000 items at any give time, and saw its ninth year of double-digit growth for the past holiday season.

“Hot sellers proved to be the heavily promoted items from Hasbro using their strongest brands to bring new looks and gaming experiences,” says Beyfuss. While the sales were familiar names these included new twists on Monopoly, Life and Scrabble. Other hot titles this past holiday season included Apples to Apples (“It really stood out here,” he says), Sequence and game show DVD games. “Some surprises were the successes of Ruk Shuk, Bananagrams, Khet, and Are You Smarter Than a 5th Grader.” Beyfuss added. “We also noticed that tried and true get together games like Pictionary, Taboo and Cranium have been supplemented by games like Loaded Questions, Zobmondo and Quelf. Other popular adult purchases include TV Game Shows in the DVD game format as they are economical, efficient and sometimes nostalgic.”

He added that, “We've seen younger shoppers really get behind brands like HeroScape, Axis and Allies and Warcraft.”

Given the nature of e-commerce it doesn't take being as smart as a fifth grader to suspect that BoardGames.com sales tend to be made by adults, and adds Beyfuss, many of the purchases are adults buying gifts for other adults. “On the rise are a number of great party and get together games that have found their way into many social gatherings.”

Anyone who has ever played a board game knows that for every winner there is bound to be a loser. While the Euro trend, as well as traditional family favorites clearly deserves a spot at the winner's table, publishers of collectible card games may see it wise to fold.

Retailers are reporting that the sales of card games have dropped substantially in recent years, and the down turn looks to continue for 2008. Kilbert of The Compleat Strategist says that the one surprise break out for 2007 was the World of Warcraft card game. “It was popular because the online computer game is really popular, and the cards can be used with that game.”

Magic: The Gathering, the grand daddy of the collectible card games looks like it will continue to cast a few more spells, but even this long time favorite is starting to show its age.

“Magic still sells by the pack when it comes out, but before we used to have sales by the box,” says Andrew Parros of The Last Grenadier. The Burbank, California store has seen sales dip in recent months due, ironically because of the same TV writer's strike that has been credited with possibly helping push family games. Explains Parros, “Many of our regulars are TV writers.”

But with or without the writer's paychecks coming in, card games are falling off, as are sales of other old brands. “People thought card games were the wave of the future. And who could blame them, Magic was a huge phenomenon, and we had sales of the Magic Legends cards of over $20,000 in one day. But for many of the companies it just didn't pan out.”

Also not moving as well are role-playing games. Old favorite Dungeons & Dragons remained the biggest of the RPGs, but gamers are continuing to find other adventures from the likes of publishers such as White Wolf, and D&D sales have started to go a bit soft. However, it is do-it-all GURPS gaming system from Steve Jackson's Games that has seen a substantial decrease in sales. Kilbert noted that the new fourth edition rules, which transformed everything to hard cover books really wasn't embraced by the game's traditional and hardcore players – many of whom may just be sticking with the older books. “The new books are $34.95, and you need two to get playing. That's $70 just to play,” says Kilbert. “I think the market for role-playing games is aging and while the aged players can afford it, they're not buying as much. Also the cost is not helping in bringing in new gamers.”

Retailers are also reporting seeing sales drop for many of the Games Workshop products as well. Parros says that the books and magazines do reasonably well, but the figures aren't selling as well as they once had. Part of the down turn is no doubt over saturation of products, and Parros is quick to point out that even with legions of fans there are only so many Space Marines that fill the ranks of a miniature army. More importantly he says the price increase has certainly played a factor as well. “The pricing jump really caused a decrease in sales in our store. You can't afford your normal life and miniatures.”

“If they play it, they may buy it,” that's the message from many specialty shops. Giving players the opportunity to try before buying can add up in sales, not only in games but also in other products. Having a table or spot where regulars can play, and even organized game nights and tournaments can help build a sense of community.

“We don't have game nights, but we have tables available for free play instead,” says Parros, noting that The Last Grenadier provides permanent space available during regular store hours. “Most of us live a bit away from the store, so we can't stay open late. This way we let the locals game all day. We have terrain for the miniatures and it has become rather popular.”

Unlike the large chain retailers the traditional brick and mortar board game shop remains the best place to find new games. The sense of community is what really drives sales say many retailers. Giving the players a chance to play, and learn about games really does make the sale. “We're more flexible in terms of what we can do,” says Kilbert. The New York store continues Thursday night miniatures games, and these remain popular events. “We can do this because we don't get into the 'legaleaze' and everything. The big stores are afraid of the potential in negative public relations. But for us this is just gaming.”