The Art of the Matter: How a Game's Production Values Impact your Sales

(from Comics & Games Retailer #172)

There’s nothing like a game with high production values. Gorgeous art, full-color graphics, and intricate playing pieces all make for a satisfying gaming experience.

But is it the best thing for your store? Production quality is one thing games have to distinguish themselves from the competition, and you should be taking it into account before making every purchasing decision. But you need to look carefully at how a game’s packaging affects its sales.

Here’s a process you can use to evaluate any new game you consider bringing in. We’ll look at the features of a game’s production values, convert them into benefits, and examine associated downsides.

Feature #1: High-End Games Cost More to Make

Role-playing games with full-color interiors and board games with mounted game boards are not cheap to manufacture. You can bet when you see these kinds of graphics that the publisher dropped a good chunk of cash on the game.

Benefit: The publisher is likely more committed to the game’s success. You don’t invest that kind of money if you don’t think you can make it sell. Such a publisher probably has more retail support available, organized play, or supplements planned. There’s a level of commitment in a high-end game that isn’t there in a lower-end one.

Downside: The cost of those graphics are going to be passed on to you. The publisher can’t afford to spend all that money and then sell cheaply. It will tie up more of your capital resources to stock this game.

Feature #2: Higher Retail Price Point

Of course, you’re not the only one who’s going to be paying more for this game. The customer is too.

Benefit: Your profit margin will be pretty good. Selling one of these products will make you more money than selling several cheaper ones.

Downside: Price resistance by consumers may mean fewer sales. Your average patron may balk at paying $40 for an RPG or $75 for a board game. Beautiful though that product may be, not every interested party is going to pony up. So while you may make more money per unit, the number sold may well be fewer than competing games with lower production values.

Feature #3: Production Values May Make It More Fun to Play

This is especially true for board and card games. The more pleasing to the eye a game is, the more enjoyable it can be to play. Good rules can’t be beat, but if they’re packaged with lots of color and fantastic art, the enjoyment goes way up.

Benefit: Customers are likely to have greater satisfaction with the product. If they think it’s nice to look at, if the pieces feel good in their hands, if they comment on the craftsmanship, they’re much more likely to play the game more often and recommend it to their friends.

Downside: Satisfaction doesn’t necessarily turn to sales. Someone may love a game but not be able to afford it, choosing to play a friend’s copy instead. Good production values create opportunities for coattail sales, but the satisfaction they bring may not be enough alone.

It may sound as though I’m arguing against stocking high-end games. Quite the contrary. I think you’re much more likely to sell well packaged, graphically beautiful games than you will low-end ones. But you have to weigh the pros and cons of each product against what your clientele is likely to buy. Price resistance and higher capital investment by you are dangers you need to consider.

But look at the features from the low-end angle. A low-production-value game costs less to make and therefore less for you to stock. But is the publisher as committed to its success? A cheap-looking game is probably published by a very small company without as good a support network for you.

It may cost less for the consumer to buy, and that means you may be able to sell more. But how many do you need to sell for it to be worth the shelf space you’re giving it?

Will customers be satisfied with low-end graphics or mediocre art? Can the game play overcome that, or will the production values turn a buyer away?

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