Re-rolling: Conventions and Trade Shows

Welcome back to Re-Rolling: A Journey Through Game Design and Self-Publishing! I’m Michael, and in today’s entry I will be chatting about conventions and trade shows—those magical (and sometimes overwhelming) spaces where your game goes from a whiteboard scribble to a table full of enthusiastic players and finally product worth selling. Ready to go? Let’s dive in!

Our First Foray into the Big Leagues
As a new publisher stepping into the wild unknown, we were lucky to have a seasoned convention go-er like Josh. Sure, we’ve been to conventions as wide-eyed game enthusiasts, but this time was different. This time, we were walking in as business owners and self-publishers. Scary? Absolutely. Exciting? You bet!

We had previously attended Origins to demo our games casually, but with Sugarworks edging closer to its Kickstarter launch, we knew it was time to step up our game (pun intended). So, we registered for the First Exposure Playtest Hall at Gen Con—our first big step into the industry spotlight.
And let me tell you, Double Exposure did an amazing job. They brought players to our table who fit our target demographic like a glove—families, casual gamers, and enthusiasts from all walks of life. Watching them enjoy Sugarworks was beyond satisfying. Less than a year ago, Sugarworks was just a scribble on a whiteboard, and now we had people genuinely excited to take it home to play with their own families. Talk about food for the soul!

For Businesses: Why Bother with Conventions?
If you’re a creator, here’s the million-dollar question: Why should you invest time (and money) in conventions? Here are a few reasons that will keep us going back:

Hands-On Feedback
There’s no substitute for in-person playtesting. You get immediate reactions—joy, frustration, excitement—all in real time. At Gen Con, we gained invaluable insights on how people interact with Sugarworks, from rules to pacing. It’s one thing to hear about a problem over email or a survey, but seeing it play out in front of you helps pinpoint exactly what needs fixing.

Networking
Conventions are a gold mine for making connections. Whether you’re talking to publishers, fellow designers, or potential collaborators, there’s an energy in face-to-face conversations that just doesn’t translate online. These chance meetings could lead to partnerships, distribution deals, or even just advice that reshapes your approach. And yes, you will hand out more business cards or flyers than you think.

Exposure
For indie designers, exposure is everything. The chance to showcase your game to thousands of potential fans is irreplaceable. At Gen Con, a lot of people who had never heard of Sugarworks signed up to play and left with plans to back it on Kickstarter. Conventions are the best way to get in front of new players who might otherwise never come across your game.

Marketing Magic
There’s something about being able to physically touch, play, and interact with a game that brings it to life in a way no social media post or virtual tabletop can. Conventions are prime real estate for creating lifelong fans. Whether it’s through an amazing demo, a killer booth design, or just spending quality time with attendees, you can leave a lasting impression. We’ve seen how much buzz a single well-run demo can create, and there’s always post-convention chatter about favorite games, which can be invaluable for creators like us.

For Businesses: The Downsides
It’s not all fun and games, though. Here are a few downsides to consider:

Standing Out is Tough: With hundreds of games debuting simultaneously, it’s easy for your game to get overlooked. Even if you’ve invested a lot of passion and effort, generating post-convention excitement can be incredibly challenging.

Rising Costs: Booth fees, accommodations, travel, meals, and demo teams—it all adds up quickly. For smaller publishers, breaking even, let alone turning a profit, can feel like an uphill battle. Plus, the amount of energy required to make every moment count can be exhausting.

Convention Launch Pressure: Launching at a convention can be intense, especially at major events like Gen Con (70,000+ attendees) or Essen (190,000+ attendees). While large crowds mean potential customers, they also mean more vendors, making it easy for your game to go unnoticed.

For Attendees: Why Should You Go?
Let’s flip the script—what’s in it for the attendees? Why shell out cash for a ticket, travel, and all the headaches that come with crowds? For starters:

It’s About the People
Conventions are social playgrounds. Whether you’re reconnecting with distant friends or bonding over games with new ones, the camaraderie is real. Being surrounded by fellow gamers who share your passion is an experience that’s hard to match.

Feel the Energy
There’s something magical about being part of a community where everyone’s excited about the same thing—games. You’ll see it in the crowded halls, hear it in the buzz around certain booths, and feel it in the joy of discovering new games.

Games, Games, Games
For many, conventions are an escape from the everyday grind—a few days to just play games, guilt-free. Whether you’re diving into demos, joining tournaments, or just exploring the latest releases, it’s a break from reality that we all deserve from time to time and who knows you may just meet the designers themselves.

For Attendees: The Downsides
Let’s not sugarcoat it—there can be a few cons to the convention experience:

Lines: Long lines can be a pain, but they’re often unavoidable. Arrive early or schedule around peak times if possible.

Crowds: The bigger the convention, the more crowded it gets, especially on weekends. If you’re not a fan of large crowds, consider attending during off-peak hours.

Harassment: Unfortunately, conventions can sometimes attract negative behavior. Be kind to everyone you meet, and don’t hesitate to report any harassment. Let’s make sure these events remain fun and welcoming for all.

Re-Rolling

In this section we reflect our past actions, decisions and what we may have done differently for better results.

Plan ahead
Reflecting on our experience at Gen Con, there are a few things we’d do differently next time. For instance, we had extra GM badges but didn’t plan well enough to use them effectively. We ended up giving them to friends, but in hindsight, we should’ve brought in demo staff to handle teaching Sugarworks, freeing us up for more networking.
One crucial takeaway? Always leave room for spontaneous opportunities. I missed a potential connection with a high-level exec from a major company because I was busy answering a question at the wrong moment. Build flexibility into your schedule—you never know when lightning will strike.

Plan for Some Downtime
Conventions are a sensory overload, so give yourself time to recharge. Whether it’s finding a quiet spot or even scheduling some tech-free breaks, make sure you’re not running on empty.

More Tips:
Don’t be like me and wear New Shoes: Seriously, you’ll be walking a lot. Comfortable feet make for happy networking.
Plan Your Schedule: Plot out the must-see booths and sessions ahead of time. Convention apps are lifesavers.
Stay Hydrated: It sounds simple but trust me—you’ll forget. Drink water!
Be Social: Whether you’re a creator or an attendee, conventions are about connecting. Say hi, ask questions, and share your passion.

Final Thoughts
Conventions are equal parts exhilarating and exhausting. They can be the perfect way to showcase your game, meet your audience, and connect with the broader gaming world. Just make sure you have a solid plan, a budget, and most importantly, a sense of humor—because you never know what might happen next!

Join us next time on Re-Rolling as we explore more insights and adventures in the world of board gaming & entrepreneurship.
Until then, keep rolling those dice and embracing the journey!