Gaming the market: Research provides insights for board game industry
Anyone who has ever damaged a friendship over a supposedly friendly game of Monopoly knows the allure of board games.
Board game producers often believe their creations are more distinctive than consumers perceive them to be, leading to a disconnect between expectations and reality. This misalignment is the focus of research by Matthew Barlow, a management professor at Montana State University, and his colleagues.
The study, published in the Journal of Business Venturing Insights, interviewed 28 board game designers and surveyed 127 experienced players. It revealed that the perceived distinctiveness of board games is often mismatched, with producers thinking their games are more unique than players do.
Barlow emphasizes that entrepreneurs, including board game producers, should ensure customers understand their products and recognize that consumer perceptions heavily influence success. The researchers propose that achieving "optimal distinctiveness" can maximize success—balancing similarity to make products understandable and novelty to avoid competition.
Strategies to bridge the perceived distinctiveness gap include early consumer testing and using reference point games to guide comparisons. Board game producers have different motivations—some seek profit while others create as a creative outlet. Regardless, ensuring consumers receive the intended message is crucial. Further research could explore effective messaging strategies to enhance consumer understanding.
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