Generic Market Research for a drinking board game

This is a list of initial pointers that could be taken into account when setting up a drinking board game.

  1. Acquire insights from giveaways and Competitions, you may receive 100 followers but will those followers engage and ultimately buy your product?
  2. Do or Drink have a card in their box requesting to take a photo of the box and tag the Instagram account to be in a chance to win $1000 every month. Do or Drink have 300k+ followers on Instagram and have sold many games.
  3. Create meme posts, try to get larger accounts to repost your meme, tag your logo in the post if you can.
  4. Be the first to comment on larger accounts and try to acquire likes on that comment in the hope that you get some followers.
  5. Find influencers to play your game, an easy way to find these is by looking to other larger accounts to see who they have used.
  6. Ask for customers videos and photos to use as posts of gameplay.
  7. Use flash sales on events like the Queen’s birthday, put a countdown timer on to let people know.
  8. On competitions, try to get the audience involved in something fun. A bonus is if everyone wins something rather than one winner and 99% of losers. An example could be a competition to guess how many bottle caps, if the answer is guessed correctly a discount code of 50% your shop will be provided.

Instagram Techniques for a Drinking Board Game

Here is a list of Instagram Techniques I have picked up from my Drinking Board Game Save the Queen.

  1. Always do at least 2 photos on a post, this will give you double exposure. If the viewer does not swipe to second photo Instagram may resurface showing the second photo later down the homepage.

2. Comment on large accounts as soon as they post to try get top comment, you can choose to receive reminders when they post to ensure you get there first. You can acquire a large amount of likes on your comment and other people may engage on your comment which potentially opens up a conversation. The hope of this technique is for the accounts that like your comment to follow you. In my experience, you could acquire about 1% followers of the comments likers, so for a funny or insightful comment that gets you 1000 likes you may get 10 followers. A positive point about these particular followers is that you know they are engaging as they have looked at the comments section of a post and liked it rather than scrolled passed.

3. On Instagram stories, input an activity to gamify your account. You can play games like this or that or would you rather. Do this by splitting pictures relevant to your page, then put a poll and use emoji of arrows pointing up and down or left and right for your audience to vote. For board games you could ask if your audience prefers monopoly or scrabble. For drinking games you could ask if your audience prefers beer or wine. If you use particular businesses in the poll, make sure to tag them as they will receive a notification and it could open up a conversation. There are less formal versions of this, for example Save the Queen Drinking Game will do would you rather story polls like, ‘Would you rather lick the Queens feet or eat Charles’ bogeys’. The positive from this technique is the insights you can acquire, an Instagram Story with an action will provide you with your followers reactions, this helps you find out who is engaging with your account.

4. Be supportive to other creators, instead of thinking they are your competition, the best individuals to learn from are accounts within your own industry, they can show you what works and how to drive the best results. Look to a brand that is larger than yourself, watch their marketing strategy and copy what works for you. People are usually willing to chat so don’t be afraid to spark up a conversation.

Giveaway and Competition tips and ideas

A list of quick tips, tricks and ideas:

  1. Do giveaways Monday to Friday, 5 days is a short enough deadline to look forward to and encourages urgency.
  2. Insights indicate that weekends show low impression rate, potentially people are doing things and not scrolling Instagram.
  3. Put a deadline in the title, this clearly shows the giveaway/competition is time limited and helps any viewer know if they can apply or not, it also shows a time pressure.
  4. Utilise giveaways/competitions to acquire market research, e.g. tag a friend and say what your favourite drinking game is, favourite tea dunking biscuit etc.
  5. Partner with other drinking games to giveaway both games and follow both accounts, this helps to merge followers from each others accounts that have the same interest.
  6. Target direct audience with ads, for example targeting U.K. students, choose U.K, age range 18/22.

Giveaway/Competition ideas for Save the Queen Drinking Game:

  • Competition idea: guess the coins in a stein.
  • Competition idea: guess the amount of beermats.
  • Participation idea, tag favourite alcohol brand, try to open get the other accounts attention as they will receive notifications.
  • Like, comment and share to story, sharing to story provides hundreds of views, tagging friends is more personal but targets a smaller audience.
  • Try a mystery giveaway and use insights to see if that acquires better engagement.

Giveaway/Competition prize ideas for Save the Queen Drinking Game:

  • Queen facemask
  • Save the Queen Board game
  • Full sized queen or any royal family cutout
  • Royalty printed mugs
  • Tiara
  • Chalice
  • U.K. party photo booth props
  • U.K. bunting
  • Royal face masks
  • Royal robes
  • Crown Jewels
  • Alcohol
  • Party kit bundle including items from the list above

20 tips on how to make a board game

  1. Know that you probably won’t make any money.
  2. Set a realistic timeframe then add 6 months to it.
  3. Form follows function.
  4. Buy what you need to make a prototype.
  5. Friends and family have skills and contacts.
  6. Get used to writing notes.
  7. Playtest your game constantly.
  8. Get open feedback.
  9. Listen to criticism and develop.
  10. Nail the rule book.
  11. Copy everyone else.
  12. Build a simple static website.
  13. Backlink to your website.
  14. Create all the social media channels.
  15. Like and follow board gamers on social media.
  16. Direct message for help.
  17. Research crowdfunding.
  18. Know the basics of Excel.
  19. Get worst case scenario quotes.
  20. Go to Helpful Links for more in depth information.

Know that you probably won’t make any money – but seriously it’s highly unlikely unless you become the next Cards Against Humanity or Pokémon. If you’re out to create a game and the end goal is to make money you are in the wrong trade.

Set a realistic timeframe then add 6 months to it – creating a game is most likely not your day job and there’s always other priorities that take over, add that to relying on others for their services and you have a growing project timeline. Setting a deadline may encourage you to work harder but it can also put unnecessary pressure on as well, if you are doing this for fun you shouldn’t have a deadline as you don’t need to make it into a full blown project.

Form follows function – get the functionality of your game right before things like theme and graphics. Mechanisms and rules that work will prosper overall, concentrate your time on those and get them right.

Buy what you need to make a prototype – don’t be afraid to invest in what you need, if you see this as a hobby you won’t mind spending the money. Buying the parts allows you to move forward in a more visual way which can help when coming up with additional ideas. There are also virtual creators available to build your game into for playtesting.

Friends and family have skills and contacts – utilise the people around you, they have many skills that are free for you to use. Don’t be shy to ask, once you do you might find a friend that knows a graphic designer, who knows people that are playtesters/reviewers etc.

Get used to writing notes – don’t sit on ideas, write them down. You may notice ideas come into your head at random moments, be sure to have your notepad ready to jot them in.

Playtest your game constantly – this is how iterations are built and how your game evolves. Different people have different opinions and play tactics so be sure to playtest with at least 5 different sets of people. Once the playtested games start giving back minimal feedback for changes you’re about good to go.

Get open feedback – receiving open feedback is the most useful part of playtesting, it would be counterproductive to have testers that didn’t speak freely about areas of the game that needed improving. Make sure to express you want and need the feedback and are happy to have it. Do not respond to any feedback with an answer back as this will most likely shut down any future conversation, instead say you’ll note it down and ask ‘what else?’.

Listen to criticism and develop – it’s great that you are now receiving open and honest feedback, what’s next is to not take any criticism to heart but do take the advice on board to improve. This project will have consumed you by this point so you may take offence if someone doesn’t like what you have done, note down the comments and ask others what they think to consider all the options.

Nail the rule book – you’ll have a good rule book if you’ve re-written it about 17 times. The rules are the most important part of the game, if you have a great game but no one knows how to play then it’s wasted. Spend a lot of time developing this area of your game and take specific attention when others are reading it. Remember the game makes sense to you because you designed it, you’ll need to be as concise as possible without wanting to write 10 pages of rules.

Copy everyone else – if you need help on anything you’ll be able to find it done by someone else, so copy them. Take in the information on other board games, read and compare them, make a list of what your direct competition has done, copy it and make it better.

Build a simple static website – a website is a good link for your social media sites, it makes you look authentic and it’s your own piece of the web. Start with a one page static website so you can get used to the builder and get your brand out quickly then build from there.

Backlink to your website – if you are hoping for someone to see your website when they type your game name you’ll need to use backlinks which show Google you are a legible data source. A backlink is when your website has been input into someone else’s website, for example if you set up a page on Board Game Geek and put your website on it that would be 1 backlink.

Create all social media channels – set up and try all social media channels, one may show more engagement than others. Personally Instagram has been the most receptive for Save the Queen Drinking Game however there has been a huge uptake in TikTok users due to their randomised For You Page meaning pretty much anyone can become viral overnight.

Like and follow board gamers on social media – the board gaming community is extremely helpful and warming (even for a drinking game). Definitely like and follow as many board game pages as possible and follow the hashtags #boardgames #boardgamegeek etc.

Direct message for help – some of the best outcomes will come from a writing a quick message. You are most likely on their page because something has caught your eye so start by complimenting that, then ask your question, you can create some great social media relationships from having a chat.

Research crowdfunding – this is likely the most popular way to get a board game out, you don’t have to have a finished product, you receive money upfront and the backers know the timescales are long and appreciate the project. The best bit about these campaigns are that you set the target goals and if they aren’t hit everyone gets there money back and you don’t undercut yourself.

Know the basics of Excel – you are going to need some basic excel skills, especially when it comes to costs/shipping/fulfillment etc. Adding all the costs up allows you to make a decent judgement on your product price.

Get worst case scenario quotes – be realistic, many Kickstarter campaigns have said that they came away not knowing about this or that cost which eroded their profit. With this in mind, it’s best to have a worst case scenario to work to, if you aren’t making a profit from that scenario it may be wise to rethink some parts to the game.

Go to Helpful Links for more in depth information – there are some great links on this page that go into great detail what to expect when setting up a game, to starting a crowd funding campaign to a free OU course on The Fundamentals of Digital Marketing by Google.

Setting up a Social Media Calendar

*Update: I now post daily to TikTok, I redistribute that video to Instagram Reels and YouTube Shorts to cover those areas. I will post one Instagram Story a day and will create an Instagram post once a week.

A calendar that helps you schedule your posts in advance. This is what I use for weekly reminders and annual events to keep me on track.

Weekly basis reminders – I have created the below in my phone using the free reminders app. Setting reminders helps you remain organised creating a notification that prompts you to take action. The reminders you create dictate what you do and when, in my reminders below you can see I have planned out the week so that I complete a different task on different days.

Annual Reminders for specific events work in the same way, you can set these via your phones calendar app or create a social media calendar. There are plenty of templates with one quick Google search, alternatively you can use a pre-created sheet on Excel named ‘Social Media Content Manager’.

Here are examples of dates Save The Queen Drinking Game uses to schedule posts throughout the year:

  • Queen’s birthday/Trooping the Colour – a Saturday in June
  • Queen’s actual birthday – 21st April
  • The Duke of Edinburgh birthday – 10th June
  • The Prince of Wales birthday – 14th November
  • The Duchess of Cornwall birthday – 17th July
  • The Duke of Cambridge birthday – 21st June
  • The Duchess of Cambridge birthday – 9th January
  • The Duke of Sussex birthday – 15th September
  • Duchess of Sussex – 4th August
  • Royal events and ceremonies
  • National Drink Beer Day – 3rd December
  • National Drink Wine Day – 18th February
  • Board game events

Save The Queen Kickstarter Pledge Tiers

List of potential ideas for Save the Queen, Kickstarter ideas:

  • Raffle Ticket – Lowest tier instead of asking for a donation if you believe in the project, auction raffle tickets at £1 per ticket for the chance to win the first made prototype with a copy of the most up to date game inside both signed
  • The Game – Standard game with all stretch goals included
  • 3 for 2 – 3 Games for the price of 2

Save the Queen Kickstarter Stretch Goals

List of potential ideas for Kickstarter Stretch Goals:

  • Quality of material upgrade, waterproof cards
  • Addition of a branded Queens Cup
  • Purple Dice instead of white
  • Addition of branded Beermats
  • Addition of bunting/flag
  • Addition of Queen mask
  • Addition branded bottle opener
  • Addition of branded coaster bottle opener

TikTok Ideas for a Drinking Board Game

A list of potential videos to create on TikTok:

  1. Showing the game, unboxing – use tripod, stop motion,
  2. Board game tests alcohol proof cards and board
  3. how to play match box drinking game – explain this game
  4. how to play save the queen drinking game – explain game
  5. how to play ride the bus drinking game
  6. how to play ring of fire with card rules
  7. how to play drink as you think
  8. creating a full blown drinking game – show both old and new boards and cards as the start of vid, create a list 1. Pen and paper, 2. Play test 3. Design 4. Templates 5. Prototype 6. Print
  9. Alcohol tactics for drinking games
  10. How to get drunk playing drinking games
  11. Royal facts UK letterboxes, Royal favourite drinks, random facts, Rex/Regina etc
  12. Giveaway and competitions
  13. Lockdown Lingo, tiered, tiery, quarantini, tierdom,
  14. Polls, ‘have a quess’ after 3 seconds show a countdown timer and reveal the answer
  15. How to make a board game
  16. What’s a message you’ve sent to the wrong person (not drink related?)
  17. E G explanation (tapping on chest after downing a drink)
  18. How to play matchbox
  19. How to play save the queen
  20. How to play mushroom
  21. PPE product testing, like a science experiment
  22. Choose your fighter but they are the royals

Instagram Competition or Giveaway Template

‘Name’ is giving away one ‘Product’ – How to enter:

  1. Make sure to follow us ‘@name’ (utilise this for follower increase
  2. Like & share this post to your story and make sure to tag us ‘@name’ so we get a message (utilise for account reach)
  3. Comment your favourite ‘XYZ’ (utilise this for primary research of your audience & to boost content interactions)

UK residents only (if needed). Giveaway is in no way endorsed or sponsored by Instagram. Giveaway ends ‘time & timezone’.

Example 1:

Save the Queen is giving away one of the drinking games, let’s brighten up this Monday! Here’s how to enter:

1. Make sure to follow us @savethedrinkinggame

2. Tag a fellow drinker in the comments

It would be amazing if you share this to help me get the word out! I’ll pop the names into a randomiser and share the winner next Monday 18th 🍻

U.K. residents only. Giveaway is in no way endorsed or sponsored by Instagram.

Example 2.

🍻DRINKING GAME GIVEAWAY🍻

We are super excited to be giving away this massive bundle of 10 drinking games worth £. (may or may not have worth)

TO WIN:

* TAG your friends (each tag is one entry)

* FOLLOW the game accounts below

* Optional: Share for 5 entries, tag me in the story

🔵 @savethedrinkinggame

⚫️ @crunkcards

🟣@drinkdrankdrunkthegame

⚫️ @gutterheadgame

🟢 @gibbosgames

The prizes are:

1 x Say What?!

1 x Card Abuse

1 x Dirty Hunters

1 x Sick Stories

1 x Save the Queen

1 x Crunkcards

1 x Gutterhead

1 x Truth or Drunk

1 x Beat That

1 x Drinkdrankdrunk

Giveaway ends X of X. UK only.

Get liking, tagging and sharing!

Giveaway is in no way endorsed or sponsored by Instagram.