Showing posts with label Zombology. Show all posts
Showing posts with label Zombology. Show all posts

Monday, February 19

Origin: Jack


I’ve always made games.

It started out as board games as a kid.

Then for a long time bits of computer games.

Then I had an epiphany.

Playing Mighty Empires. With Dunc and Tim. The best men at my wedding.

We played all weekend. Like 36 hours all weekend. Stopping only to sleep and eat.

A random event took the winner from 1st to 3rd place. He didn’t recover for the remaining 12 hours.

Then we ran out of time. And stopped.

“I can do better,” I thought.

So I did. Border Reivers. Took 20-45 mins to play.

Similar feel. Could be pretty swingy.

It sat unloved on a shelf for a couple of years.

Then I made 100 copies by hand.

And sold them all over the world.

Yehuda Berlinger sent me a game which I published as It’s Alive!

I made 300 copies by hand.

Sold them all over the world.

Then I won the lottery. Of sorts.

I got MS. My life insurance paid out. We paid off most of the mortgage on our tiny flat, and I went full time.

At times it was glorious. I made four games. Three professionally in factories. I had distribution on three continents. Sold thousands of games. Went to Essen twice and the first three UK Games Expos.

At times it was grim. The MS caused vision problems and I couldn’t drive for a while. It caused incredible fatigue. New symptoms every few months. I was glad I didn’t have a day job. And, once the 2009 financial crash hit, I watched my company die by a thousand cuts as overheads far outweighed sales.

Then I won the lottery again. Of sorts. I managed to get on a clinical trial for a new MS treatment. My MS has been in remission for fourteen years. Years!

I’m so lucky.

Three months after shutting down Reiver Games I started designing games again.

Then I co-founded Newcastle Playtest.

We played Zombology every month for years.

I decided to start another company to publish a small hand-made run of that.

Eurydice Games. Don’t look back.

Then Paul had the idea for FlickFleet.

We designed it together. He joined Eurydice Games. We kickstarted it (just).

The rest is history.

If I won the lottery a third time, with all that financial freedom I’d still make games. Ditch the day job and do what I love.

I spend a lot of my free time on Eurydice Games.

And I love it. The game design. The graphic design. Playtesting. Iterating. Demoing to people who love it. Even doing the books doesn’t sap my enthusiasm.

I’m lucky to be here. Doing this.

Tuesday, October 8

2018-19 Our First Yearly Report

We've just completed our first financial year as a limited company. Inspired by Stonemaier Games and Steve Jackson Games, here's a report of how we got on in our first* year, following Jamey's template mostly.

*I ran Eurydice Games as a sole trader in the previous year, we only became a limited company when Paul joined last summer.


2018-19 Revenue and Personnel

94% of our income came from the FlickFleet Kickstarter campaign.

  • Revenue: £12.8 thousand
  • Full-time employees: 0 (Paul and I both work about 10 hours a week in our spare time)
  • New games: 1
  • New expansions: 0
  • Kickstarter campaigns: 1


Total income £12,846.56 (~1/1000th of Stonemaier/Steve Jackson)

Last year (when I only had Zombology for sale), our income was £1,217.21, so we've grown ten-fold over my previous incarnation! We were profitable again, but only because we're not paying ourselves salaries or renting an office or warehouse space. We would need to be far bigger to support those costs. We have a small loan from me and cash got unbelievably tight as we finished fulfilling the Kickstarter (the pre-orders since then have given us a little wiggle room), but we will need to lend the company some more money to fund our next Kickstarter - this time we're actually going to properly advertise it, which costs money we don't currently have.

Games in Print

The numbers below are all as of the end of our financial year.

  • FlickFleet: 289 in circulation (BGG Average Rating: 8.4 from 29 ratings)
  • Zombology: 220 in circulation (BGG Average Rating: 7.1 from 22 ratings)


FlickFleet has been a huge success for us (both in terms of backer response, reviews and sales). Hence the plan to reprint it and an expansion through another Kickstarter. We've no idea how viable that will be, but with only 319 backers of the first Kickstarter we believe there are a lot more people who would really like it if they heard about it, hence the second Kickstarter and an actual advertising spend on this one!

Social Media and Other Metrics


  • Quarterly newsletter subscribers: 289 (58% open rate)
  • Twitter followers: 3,214
  • Instagram followers: 71
  • Facebook fans: 68


Most of Jamey's stats don't apply to us, and of those that do it's clear we're in a very different league! Our mailing list has more than doubled since the first FlickFleet Kickstarter, which is pretty good, and it's clear that I don't use Facebook or Instagram effectively :-(

Biggest Changes, Observations, and Mistakes


  • Kickstarter was a game-changer for us. It let us make a game that required almost £10,000 of investment without the capital to pull that off and also gave us access to a massive marketplace (over 1/3 of backers found us through Kickstarter).
  • The cashflow situation was incredibly tight - I need to be much better at estimating shipping prices and sizing print runs to avoid the same problem next year.
  • Retail was a channel I intended to avoid (our margins are way too tight for retail and distribution), but I ended up selling Zombology through a single UK retailer with four stores in the north of England. We delivered games by hand to avoid shipping costs and hiked the retail price so that it was just cheaper than buying it (including shipping) from our website. It was phenomenally successful. Those four stores bought 40% of the print run and have sold almost 60 copies. I'll bet there are a lot of professionally manufactured games that they haven't sold 10 of, let alone 60. Being able to interact with the teams personally and teach them the game made a huge difference.
  • Our hand-crafted runs let us make tiny print runs at a profit (but at a considerable cost in personal time). They let us get games out in small numbers and yet still be profitable and not end up with thousands of copies in a warehouse somewhere costing us money every week. It's not a scaleable method, but I'm hoping it'll let us get started and slowly scale up...


Looking Ahead to 2019-20


  • Our second Kickstarter campaign launches in just under a week. We've set a lower target (we don't need another laser-cutter!), but I'm hoping with the advertising spend and additional very positive reviews we can do better than last time. I'm really proud of FlickFleet (is it too early to call it the best game I'll ever make?) and I think it has huge potential, the struggle will be reaching that potential with a very small marketing budget, against the wealth of competition on Kickstarter and elsewhere.


I'm happy to answer questions on any of this - I hope you find it interesting!

Monday, September 23

Zombology!

I started work in earnest on Zombology in November 2013 for NaGa DeMon, starting from an idea I’d had for a game for my employer to give away at trade shows. I worked hard on it for that month and then continued plugging away at it for a year and eventually decided to make 30 hand-crafted copies and sell them at cost for NaGa DeMon 2015. It took me 6 months to sell those, and then slowly over time I built up a short list of people who after playing we’re interested in getting their own copy.

boffin
Early Zombology card 'art'

In September 2017, six years after shutting down Reiver Games I started a second board games publishing company, Eurydice Games to make and sell a second print run - this time at a profit so I would have money to invest in other projects. My goal was to sell 200 copies within a year (I’d sold 100 copies of Border Reivers and then 300 copies of It’s Alive! within a year each at the beginning of Reiver Games). Conscious of the fact that Reiver Games went wrong due to trying to scale up from hobby hand-crafter to ‘professional’ publisher too soon, I was determined not to go into retail this time round.

Complete Zombology prototype
The 30 copy run

It’s taken two years to sell throughout Zombology, but this week the last few copies will go to our retail partner: Travelling Man. Remember how I said I didn’t want to go into retail? That didn’t last!

It’s just as well though. Travelling Man have bought 79 of the 200 copies and sold at least 57, 22 of which were through a single store. In the middle of restocking three of their stores with another 11 copies I told the small press coordinator that I only had nine left and they they took those too.


The final version

What with that and the 27 we sold through the first FlickFleet Kickstarter over half have gone through routes I didn’t expect to take - which shows how important being willing to change your mind is!

Zombology is now sold out. You can get the Print and Play files from our website, but we have no plans to reprint it, despite it selling well in the shops. It has a BGG average of 7.1 from 22 ratings, which is pretty good, but FlickFleet by comparison has an average of 8.4 from 28, which is my highest ranked game ever!

Monday, September 16

Yay! And Boo :-(

This weekend, in addition to successfully wrangling both kids unaided for 33 hours I finished the FlickFleet pre-orders and finished a couple more copies - FlickFleet is in stock! You can buy it from our website! Yay!


Of course, not everything runs smoothly, so we’ve had to push the Kickstarter back from the end of this month until mid-Oct because of the scheduling woes I mentioned last week. Boo :-(

The downside is it’s going to make things a bit tighter for finances and I’m going to end up sending a couple of quarterly newsletters within a month of each other which might annoy subscribers, but the good news is it gives me more time to get things in place for the Kickstarter which was looking very tight.

In other news, thanks to a couple more stocking orders from our only retail stockist, Zombology is almost sold out! They’ve sold at least 57 copies through their four stores and ordered a total of 73. Not bad sales for a game I’ve literally made by hand! Yay!

Monday, June 17

Hiatus II: Return of the Hiatus

After three months of living in limbo, it appears that we finally have a date for our house move: next Tuesday. So I have just over a week to sort our stuff out and get rid of as much finished stock as possible to avoid it getting damaged in the move. The good news is that I currently only have one finished copy of both FlickFleet and Zombology and three half-finished Zombology copies. I need to finish those by Thursday as I'll be restocking our only retailer, Travelling Man, in Manchester on my way home from a work trip.

I’m also going to meet Paul in York and pick up some more FlickFleet bits on my way through, though I’ll leave those under my desk at work until I get the move over with.

I’ve planned for a few weeks of no crafting as we settle into the new house and start sorting out all our stuff and yet still expect to get all the Kickstarter rewards in the Post by the end of August - several months ahead of schedule.

For now though my focus needs to be on sorting out our belongings for the move!

Monday, June 3

Doubling Up

Until now our focus has been wholly on making copies of FlickFleet as fast as we can and then getting them in the post to complete the FlickFleet Kickstarter fulfilment.

We’re now on the Bomber pledges (a copy of FlickFleet and one of Zombology), so Zombology is also required now too. We had a few of the earlier pledge levels get an additional Zombology, but that was a total of  seven copies over the months of Jan to May, now we need 20 copies of Zombology in fairly short order.
A blast from the past!

Because Paul does most of the FlickFleet crafting they're only take me about 19 minutes now, but Zombology is still 42 mins per copy so doing 20 will take me 14 hours - that’s several weeks’ crafting with another 20 copies of FlickFleet on top. It’s going well at the moment - I’ve made 12 FlickFleets and 11 Zombologys (and eight of those rewards are in the post, with the rest going in the post tomorrow). Next up will be the remaining eight FlickFleets and then it’ll be nine more Zombologys and the Bombers are done.

The final reward tier is 98 FlickFleets which we’ll do in July and August I hope.

The other thing that is splitting my focus is the next project. We’re planning to do a second FlickFleet Kickstarter once the first one is completed (i.e. all pledges in the post). There’s a ton of stuff that needs doing ahead of time (the KS page, video, photos of finished games and working out exactly what the Scenario Pack expansion will contain), but thankfully most of it can be done during lunchtime on a PC (on the days I don’t go to the Post Office!).

Busy, busy!

Monday, April 8

On Holiday!

A brief blog post this week as I’m away on holiday with my family at the moment.

Last week I finished the 100th FlickFleet box (that’s 1/4 of the print run and over 40% of the Kickstarter rewards completed). I also tested and posted the first FlickFleet scenario on the web. We’re hoping to build up a large collection of additional scenarios, so if you’ve designed one, please send it to us and we’ll get it up too.

The first additional FlickFleet scenario

I’ll be taking this week off, with the possible exception of some more scenario design as I play it with my family.

When I get back I'll be making more Zombology copies as we have another stocking order from our single retail supplier.

Monday, April 1

Change of Gear

For the last several weeks our focus has been on making games - Paul has been flat out laser-cutting ships and bagging bits and I’ve been spending several evenings a week making games and then most of my lunch breaks taking the week’s batch of completed games to the Post Office.

Paul is now way ahead of (even our accelerated) schedule and I’ve used up and posted the last of the bits I got from Paul at the end of February, so I can’t post any more games until we meet up and exchange bits again. I’m still making boxes and cutting dashboards, but those are now stockpiling ready for our next exchange of bits.

This frees up my lunch breaks this week, so I’m planning to try out some new scenario ideas so I can get them up on the website - now that 75 people have the game I want to ensure there’s plenty of scenarios available to keep them entertained.

Next week I’ll be on holiday with my family (16 of us!), so I’ll not be making any games, but I’m betting we’ll play some FlickFleet as I’ll be hand delivering my brother’s and sister’s copies and I think my nephew and nieces in particular are very keen to play.

Until then, I'll be crafting another batch of boxes, etc. that will take us to over 100 completed games - that's a quarter of the run! I've also done a little Zombology this week too - I've still got 49 of those to make (20 of which are for Kickstarter backers).

Back to Zombology crafting as well this week

Monday, February 11

Off to Snowy Boston!

Last week was spent delivering Zombology copies to Travelling Man for another stocking order (they are our only retail stockist: a chain of four games stores in the north of England - but they have single-handedly sold a quarter of the print run!), starting to make a few more to replenish our stock pile which has just been cleaned out, and trying to get ahead of the game on FlickFleet stock.

Meanwhile Paul has been completely redoing the laser-cutting files I sent him to support the etching mode on our laser cutter  and then doing the test cut so we could go ahead and order the bulk acrylic.

A deluxe fleet

I’m in America all week this week for work (I’m posting this from an airport coffee shop on the way to Boston), so I wanted to get some stock stacked up to stay on track of fulfillment despite taking this week off crafting. Our accelerated plan had 26 finished last week and 35 this week, but I only managed to get 30 boxes and 12 games' worth of dashboards done before I left - I’ll be catching up slowly over forthcoming weeks. 

This week I was planning to go to The Castle Board Game cafe in Beverly, MA on Tuesday night to demo FlickFleet and Zombology, but the weather tomorrow is now looking like we’d be better heading to our next stop as early as possible as they are expecting heavy snow on Tuesday - we don’t want to get snowed in to the wrong city!

When I get back I’ll have just under a week to get some more FlickFleets made up before we go away for a long weekend with Paul and his family. The plan is to swap the boxes, dashboards and rulebooks that I’ve made with laser-cut ships and wooden pieces that he has bagged so we can both start shipping copies on our return!

After a few weeks of frantic crafting, my hands could do with a break this week!

Monday, January 7

And So It Begins...

This week we are placing the orders for the wooden bits, the dice, the baggies, a proof of the printing and the laser cutter. FlickFleet is off to the races!

We've got to make 273 of these in the next 12 months!

We hit our deadline for the last pledge level (the Print and Play files by the end of December), now we need to make 50 deluxe copies of FlickFleet, 2 standard copies of FlickFleet and 3 copies of Zombology by the end of March. I’m hoping we can do more than that, as I’d like to get ahead of things and ideally deliver all the rewards before the deadlines (the December one is currently the most work, so the more we can do to get ahead of things early the better).

I’ve finished off the box art and I’m now re-jigging the laser cutting files again to fit everything on the laser bed (which is slightly smaller than I was expecting).

I’ll get a proof of printing before the end of the week and then, assuming that’s all ok, I can go ahead and order the rest of the printing.

In the meantime I finished two of the three Zombology copies we need by March last night and will be doing the third tonight. Then I'll build a few for stock in case of website orders or another stocking order from our retailer (singular!).

The next few months are going to be pretty busy!

Monday, October 29

What Have I Got to Show for 15 Months?

I’m shutting down the Sole Trading company ‘Jackson Pope trading as Eurydice Games’ and transferring my assets to Eurydice Games Ltd. ahead of the FlickFleet Kickstarter in a couple of weeks time. It seems like a good time to take stock of the first 15 months of Eurydice Games.


I started the company in August 2017 with a £1,000 ‘investment’. I say investment in quotes because it was money I was putting into the company and at risk, but I wasn’t expecting a great return from it, I certainly wasn’t treating this like a stock market investment - but I didn’t want it to be a vanity project where I threw money at games that no one wanted to buy or play.

Fifteen months in and I have just under £600 in the company, so from a cash flow point of view it’s been unsuccessful. if you consider the £355 of Zombology materials I still have in stock then the company has made a loss - I’ve spent a year turning £1,000 into £930. Oh, and I’ve worked probably 150 hours of my free time for no recompense either. So woefully unsuccessful.

So why on earth am I carrying on? The one thing those numbers don’t take account of is FlickFleet. I’ve spent nearly £500 getting FlickFleet ready for market, and obviously FlickFleet hasn’t yet had a chance to recoup any of that. If you treat that as value (R&D investment?) then things look a little rosier: £1,000 to £1,420 in fifteen months, which is a pretty reasonable rate of return. Of course, if FlickFleet fails to fund and we pull the plug on it then that's wasted money, so I can't rely on it.

We're now 10 days from FlickFleet arriving on Kickstarter, so I don't have long to wait to find out...

Monday, October 1

Tabletop Gaming Live: Fears Unrealised

Back in June I ran a Hand-Crafting Games seminar at the UK Games Expo. I'd pitched it as a chance to watch me make a copy of Zombology live while I talked about my experiences running two games companies, but it became apparent before the event that I wouldn't be able to finish making a game in time (it takes 40 minutes when I'm focussing and I only had an hour, but that was only 50 minutes once 5 minutes had been shaved off either end to allow people coming and going). On the day I gave people the choice of watching me frantically crafting in an attempt to finish or to focus more on the talking and they chose the latter, so that's what I did and in the 50 minutes I managed to make half a box and cut out a few cards. I waffle a lot it turns out.


Alexandra Palace is pretty!

Shortly afterwards, the guys from Tabletop Gaming Magazine approached me about repeating my seminar at Tabletop Gaming Live, a new convention they were running in London in September. I leapt at the chance.

As we liaised via email in the run up to the show I told them I'd struggled to get much done in the hour at the Expo, so they gave me two whole hours of their single seminar track! Wow!

The show was on the last couple of days, so I've spent most of my weekend there. London, it turns out, is a long way from Newcastle, so first I arranged with Paul (my FlickFleet co-designer) to stay at his Saturday night. So after The Toddler was asleep I set off, arriving at Paul's just before 10pm. We had a brief chat and then I headed off to bed as we'd set our alarms for 5am. On a Sunday. Joy.

Up, showered and breakfasted we set off at 6am for the 3.5 drive from York to north London (did I mention it's a long way?). The first differences I noticed between this and the Expo were the little things. As a speaker I had a parking pass for free parking in a secure car park abutting the venue (my car was literally 10 feet from the venue wall). This was great. At the Expo I'd ended up parked a good distance from the venue, so I'd carted my bag of tricks (which weighed a ton!) around all day - no fun at all. My hand was killing me before I'd even started the cutting. Yesterday however, we went in blissfully unencumbered - safe in the knowledge that it would only take a few minutes to get all my stuff from the car before my seminar at 2pm.

I spent a few hours wandering round the trade hall, chatting to people I'd previously only met online, introducing myself and my games to a few shops who were there and having a chat with Caezar from Alley Cat Games about the Kickstarter consulting he does. It was all good. Plus it was a great opportunity to hang out with Paul, who I don't see anywhere near as much as I'd like any more (we used to live just round the corner from each other, now we're 100 miles apart).

But the time for my seminar was approaching and I had some concerns.

At the Expo (a much bigger show) I'd managed to get nine people to my seminar. Two of those were mates I'd know for years, one was a Zombology customer and another a guy I knew from twitter. Tabletop Gaming Live was clearly a much smaller show and Sunday was apparently much quieter than the day before. Would anyone come to my seminar at all? The seminar space was in a massive room, of which about a quarter was set aside for the seminars - the rest was open gaming and a cafe. Would I be stood up there, mic'd up, chatting to Paul as the sole audience member while loads of uninterested people around the room were wondering what on earth was going on? A serious risk.

I was also beginning to regret the two hours slot. 2 hours is a long time. A very long time. Especially when you're at a convention looking to try and play and buy games. If an audience turned up, how long would I be able to hold their attention? 30 mins? An hour?

As it turned out I needn't have worried. There must have been 30-40 people at the start and even at the 1.5 hour mark when I finished making the game (I actually finished it!), there were probably 15-20 people still there. A good proportion of those subscribed to our mailing list and I sold seven copies of Zombology (I only sold one at the Expo seminar - to the guy I knew from twitter) - so it was a huge success.

Then I had the 6 hour drive home, via York to drop Paul off. A great, but very tiring day!

Monday, September 17

An Unconventional Kickstarter

If you've been a reader of this blog for a while you'll know I'm very wary of Kickstarter. So why exactly are we Kickstarting FlickFleet?

The short answer is we can't afford not to. Zombology has broken even now, but I've still a decent stock pile to sell through, and a large chunk of the money I've recouped on Zombology sales has been invested in FlickFleet development - I have less cash on hand now than I started with. And FlickFleet is a far more expensive game to manufacturing than Zombology. Zombology is just a card game with a box, 108 cards and a rules sheet. FlickFleet has acrylic ships, wooden bits, ship dashboards, dice, a rulebook and a box.

I think FlickFleet is the most fun and approachable of the six games I've published, but if there's one thing Reiver Games taught me, it's that I don't want to be getting a bank loan to fund a large print run of FlickFleet to find out I've judged it wrong again and I'm left with a big pile of stock and little money coming in while we haemorrhage money through warehousing costs and bank loan repayments.

A photo for the box back

Kickstarter gives us a chance to judge the size of the market for FlickFleet and size our print run accordingly. It also lets us change the shape of the print run as the campaign becomes more successful.

I'm hopeless at marketing, so my best guess is that we'll fund somewhere between 50% and 125% of our target. We're setting that low in an attempt to increase our chances of success - but that brings other challenges. To reduce the target to the minimum, we're aiming for a hand-crafted run of 500 copies (half the minimum order of our professional manufacturer). So to do this we'll need to pay the kickstarter cut, then buy the raw materials for 500 games and we'll need to do the laser-cutting ourselves, so we also need a laser-cutter.

In the unlikely event that something miraculous happens and we're much more successful, the Stretch Goals are aimed at improving components for everyone (not adding in expansions and extra bits we haven't had time to properly test). And at some point the time and effort it would take us to make the hand-crafted boxes and dashboards, plus bag all the wooden components and laser cut the ships would be prohibitive - so we'll have to switch over to professional manufacturing (of at least the box, dashboards, rules and wooden bits - the status of the laser-cutting is still under investigation).

Have you seen a kickstarter that switches from hand-crafted to professionally manufactured as a Stretch Goal?

Monday, July 16

FlickFleet Status Report

Things have been pretty busy again this week, mostly FlickFleet focused, but also starting to build up some Zombology stock again (I ran out at the end of June).

Zombology and FlickFleet both taking shape

I’m hoping to get FlickFleet on Kickstarter in September, but to do that there’s a number things I need to get sorted first. Last week I finished off the FlickFleet preview copies and posted three of them to the US. I also made two upgrade kits that turn blind playtesting prototypes into preview copies. I’ll be getting an upgrade kit and the last two preview copies in the post on Tuesday. That’s the last FlickFleet crafting I have to do for a while.

The other things I need to do are to do the Kickstarter page and the video (which my mate Wilka is going to help with) and some company stuff.

Until now Eurydice Games has been a trading name for me. Legally the company is me as an individual. Paul, my FlickFleet co-designer and one of my main Reiver Games playtesters wants in, so he and I will be forming a limited company in the next few weeks.

From a marketing point of view I need to properly ‘launch’ FlickFleet on BGG, and in a few other places and then the last two things are to finish the box design and get some more info up on the website.

In other news, next week I'll be in Travelling Man in Manchester demoing (and selling!) Zombology. I'll be there from 6:30pm on Tuesday 24th July. If that's local to you come down meet me!

Seven weeks to go! I’d better crack on...

Monday, July 9

The Scale of Retail

In these days of wall-to-wall Kickstarters it’s easy to forget how critical retail (both online and through FLGSs) is to the success of a game.

Back when I ran Reiver Games I started off with small hand-crafted runs (like I’m doing once again with Eurydice Games). When my Multiple Sclerosis diagnosis led to a life insurance payout I decided I wanted to be a ‘professional’ publisher selling through shops and distributors. I went from selling 100-300 copy print runs to 2,000-3,000 copy runs - which in fairness I didn’t sell out of and I ended up getting rid of a load to liquidators.

With large print runs comes economies of scale, which is just as well since selling through proper channels means more people take a cut: Shops want to buy at half retail plus tax (they have to fund staff, expensive retail locations, absorb the sales tax and want to make a profit), so distributors want to pay 40%. The ideal manufacturing cost is hence 20% of retail (so a game that retails for £50 should cost you £10 to make).

With small print runs you can’t afford to sell to distributors and even selling to retail is a stretch so my whole business plan this time round was based on selling through my website and at clubs and conventions.

As feared, it’s difficult to get people’s attention in the age of Kickstarter and sales have been slower than I would have liked via my website. Sales face-to-face have been pretty good, but I don’t have a lot of time to go to conventions since weekends are my family time and I don’t want to be skipping loads of them to attend conventions. I’ve tried to make it to clubs when I can (sales have been great at Newcastle Gamers) and where possible I’ve tried to include a trip to a local club during my work trips.

But sales are slow.

A couple of months ago I popped into my FLGS, Travelling Man, and spoke to the staff about my game. They have a small press section that is full of hand-drawn comics that are printed at home and thought Zombology would be a good fit for it. By pricing the game at £13 we found a price where it was cheaper than buying it from my website including UK shipping and my cut after they had taken theirs was not too low. They took them on Sale or Return, so I only invoice them for copies sold - so there’s no risk for them of unsold stock and hence lost investment.

Zombology in retail!

In the first month they sold two of their three copies and in the second another two (I’d restocked them back up to three). Last month I met them at the UK Games Expo (I knew several guys from the chain from my Reiver Game days) and their MD wanted to take another 12 copies - four each for the remaining three shops in the chain. That month across the four stores they sold five.

It helps that I’m the only game in the section and that the box design is strong (thanks to advice on BGG), but still this is off to a great start.

Over the last ten months I’ve sold 83 copies of Zombology. Nine of those (over 10%!) have been through retail in the last three months. Despite not wanting to go into retail this time round - it just goes to show that you need to be able to adapt your plans as you gain more data.

FlickFleet is another case in point of adaptability - I was adamant I didn’t want to use Kickstarter, but the only way FlickFleet will see the light of day at a reasonable price is through Kickstarter funding of the laser-cutter so that I can do the laser cutting myself.

What changes have you made to make your game a reality or more successful?

Monday, July 2

A Successful week in America

I spent most of last week in America for work, what little time I had in the UK was spent with my family and my parents who had come up for the weekend to help with the kids while I was away.

Monday I had an hour in Newcastle airport which I spent writing last week’s blog post and then an hour’s flight to Amsterdam where I was delayed for an hour and a half. I used my layover to work on the FlickFleet box illustration, starting with the smallest ship, trying to come up with a style that I though would scale up well to the larger ships. I do most of my game art as vector art (in InDesign and Illustrator) which is more forgiving as you can constantly tweak the vectors until you’re happy with them. Consequently I’m not very au fait with Photoshop - the pixel art part of Adobe’s Creative Cloud suite. As such I spent a large part of that time referring to Google or online tutorial videos to work out how to use the tools which are all subtly different from the other apps.

My flight was delayed and then my taxi to the office broke down, which meant that I missed the meetings I was supposed to attend on arrival, but to be honest that was a blessing as I’d been up since 10pm Sunday (US time) and been travelling for 16 hours, instead I could have a quick dinner and go straight to bed at 7pm!

I expected that, so I had booked a podcast interview with Jack Eddy of The Cardboard Herald for 2am on Tuesday (which felt like 7am to me and was 10pm for him in Alaska! We’d done the same thing on my previous trip in January and it was great to have a catch up chat covering a wide range of topics. Jack says the interview will be released in a couple of weeks, so keep an eye out for that.

When that finished at 3am I spent a few more hours on the box illustration before heading into the office. Tuesday and Wednesday were a customer meeting with dinner on Tuesday evening, but I had Wednesday evening off, so I had arranged to nip into Cambridge (just across the river from Boston, where I had lived in the winter of 2000-01). I managed to get a lift from the office into Boston with a colleague after work and on the way in we chatted and I explained I was going to a games club. When we arrived at her house she invited me in to wait for my Uber over to Cambridge and as I waited she introduced me to her husband - a gamer! We chatted about games and the club I was attending for a few minutes and then I got the Uber to Pandemonium Books in Cambridge. After a brief stroll round the store I ambled over to the games club and grabbed some dinner in a cafe next door.

The club was a spin off of Beantown Gamers, specifically comprised of people who like lighter games - what an awesome fit for Zombology (10 minutes) and FlickFleet (10-20 minutes). It was an unusually busy session with about 25 attendees so we quick split into multiple groups. We started with Crossfire a super quick social deduction game that was alright, and then since I’d posted a comment in the meetup page that I was there to demo games we played Zombology, which we had a full team of eight players for. After a couple of games we split up again but not before I’d sold a couple of the six games I’d brought with me.

A second group of six wanted to play, so we played again, this time four times, and I made a couple more sales. Then another shuffle and a final group of five, one of whom bought a copy. At that point someone wanted to play FlickFleet, but it was 10pm and I was shattered and faced a long ride back to my hotel, so I called it a night. Five sales in an evening - what a great outcome!

Thursday morning I did another early morning podcast, this time with Brian Schneider of Behind the Indies. Fortunately Brian and I were both in the same time zone, so we chatted at the much more reasonable time of 6am, which was good after a late night and continued jet lag. Brian’s podcast will apparently be available tonight!

When I reached the office I told the colleague who’d given me a lift that I’d survived the evening (we’d joked about meeting internet strangers and the associated risks!) and that I’d had a great evening and sold all but one copy. Which she promptly snapped up as a birthday gift for her husband! I went home empty-handed :-)

With the large Sale or Return stocking order I got from Travelling Man at the Expo and now this I only had 1.5 finished copies of Zombology in stock. I sold two via twitter on Friday evening, so Sunday night I had to finish the second one so I could post them both at lunchtime today. Saturday I rang round the Travelling Man stores to find out how many they'd sold so I could invoice them for the sales. They'd sold five (including two in a store that had only received their stock that week!). So June (which was looking rubbish for sales when I went to the US) ended up being my best month for sales since I finished fulfilling the pre-orders!


The Zombology stockpile is empty!

I'm now completely out of Zombology stock - so crafting is called for! I also need to finish the FlickFleet preview copies and get those in the post to give the reviewers as long as possible to form an opinion and review it ahead of our Kickstarter.

Monday, June 25

Meet Me in Cambridge, MA!

It's been a busy week, but a productive and slightly ill one. I finally heard back from my printer on Monday and was able to send him the files for the FlickFleet preview copies. I sent them on Tuesday (after a bit more work on them in my lunch breaks on Monday and Tuesday).

The art for the ship dashboards is potentially final (pending any negative feedback!) and the rules are mostly there apart from the illustration - which is the one from the box. The box still needs quite a lot of work - the illustration on the front is essentially a sketch at this point, there's no photo on the back and the players/age/time icons are all text at this point. At some point you need to just push the button though, and with my short-notice trip to the US this week I needed to get the art to the printers as soon as possible so that the previewers could get their hands on the game with plenty of time to review it ahead of the Kickstarter I've currently got planned for September. I've run the stuff I've done so far past The Wife, who has a good eye for these things, and my dad, who was an art teacher for 35 years) and they both think it looks good, so I'm reasonably happy at this point:


The first preview copy of FlickFleet

With the files out of the way I could join lunchtime games club in the office on Thursday (for the first time in months!) and then Thursday evening was Games Night - I played eight games on Thursday!

Friday evening I swung by the printers on my way home and collected the printed files. My plan was to spend Friday evening cutting out all the ship dashboards and wrapping a few of the preview copy boxes with their labels. Instead I felt a bit rough all the way home and then was sick while The Wife was getting the girls to bed. I went to be early myself having done nothing - not even cleaned up the house.

Saturday my parents were due to arrive in the afternoon and thanks to my laziness the night before the house was a tip. The Wife took the girls out for the morning and I (still feeling pretty rough) pootled round gently tidying up (pausing only to cut out the ship dashboards for and wrap the box of my personal FlickFleet copy - ready to take to America). My parents arrived in the evening and by that point I was starting to feel a bit less ill, though by 7:45pm I was so shattered I went to bed!

Sunday was a perfect day. I felt fine, and my parents and the four of us went to the beach for the day. It was glorious weather, hot but not too hot and sunny with a light breeze - we spent four or five hours on the beach, building sandcastles, playing in the (rather cold) sea, lounging around and eating ice cream. It was awesome.

Then I was up at 3am this morning (I'm writing this at 5am in an airport cafe!) for my trip to the US. I'll be in the US all week, getting home on Friday. The good thing about this is as a terrible traveller I'll be on UK time all week (until the day I come home of course), so I'll have the jet lag hours of 2-6am every day to work on the box illustration or the kickstarter. It should be a productive week!

While in the US I'm heading to Beantown Light Gamers evening at the Cambridge Center Foyer, 345 Main St, Cambridge, MA on Wednesday (27th) evening. I should be there no later than 7pm, so if you're Boston-based please come along and say hi - I'll be demoing Zombology (I'll also have a few copies for sale at $13 which saves $8 on international shipping) and FlickFleet - now's you chance to try it out ahead of the Kickstarter!

Monday, May 28

A Day in the Life

I’m currently on holiday for a week, touring the UK, in car with a baby and a five year old. For reference, no we not ‘nearly there yet’. This blog post was written before we left and then scheduled to go live on Monday morning as usual. Hopefully it worked.

I thought people might be interested in a day in the life of a games designer, self publisher and parent in full time employment, so that the subject of this week’s blog.

My days usually start between 5 and 5:30 when The Baby finally ‘wakes up’. I say this in quotes because, like her sister before her, she’s a terrible sleeper and wakes hourly from about 11pm. I help out with a few of those, but The Wife bears the brunt of it, so come 5am it is definitely my turn. My day doesn’t start with meditation, a quick workout and then blitzing emails and a brainstorming session like most internet business gurus, instead it starts with 30-60 minutes of passing a series of soft toys to a baby who is far more conscious than I am while I stagger blearily into wakefulness.

At 6 the day begins as we shower, have a family breakfast and get the girls ready before I head off to work around 8. I walk to work (it’s just over 2.5 miles each way which I do at a breakneck pace as it’s my only exercise). The walks in and home are a great opportunity to think about the games I’m designing, graphic design and art ideas and company stuff in general.

Most days I spend my 30 minute lunch break on something games related: updating the website, graphic design, art or playtesting, or something similar.

I leave work between 5 and 5:30 most days and usually get home from work around six and get to spend 30-60 minutes with the girls before bedtimes begin. This sometimes includes a family dinner, but often The Wife and I will eat once they are down as the girls will have eaten earlier.

At seven, while The Wife gets The Baby to sleep, I get Daughter the First ready for bed and read her stories. Once The Baby is asleep she takes over and I head downstairs to clean up. The cleaning and dinner take until 8:30-9 most nights, then we have some free time!

Now as I’ve mentioned already, The Baby sleeps really badly, and The Wife takes the brunt of it, so I help out where I can in the night. If I go to bed at 10 I’ll get 7-7.5 hours of broken sleep. I’m one of those guys who needs eight hours, so I’m never really functioning on all cylinders. But ten pm is doable as long as I get one or two earlier nights a week (Games Night on Thursday usually means getting to bed after 11, which hurts).

So I get 1-1.5 hours a night for fun. I want to spend several of these with The Wife, Games Night takes up one most weeks, so I get 2-4.5 hours a week for Eurydice Games! A batch of six copies of Zombology takes 4.5 hours to make, so with a following wind I can make one batch a week (it’s been one a month for the last few months as I’ve been focussing on FlickFleet instead).

I’m looking forward to The Baby sleeping better, so I can extend my evenings later and get more done in fewer evenings so I can spend more time with The Wife too.

Hopefully we’ve less than a year to wait!

Monday, May 14

How To: Craft a Tray and Lid Box

Last week on Google+ long time reader Derek asked for more details on how to make game boxes. So here's a detailed tutorial on how I made the boxes for Border Reivers, It's Alive 1st Edition and the two hand-crafted versions of Zombology I've done. It's quite long, but there's lots of pictures to break it up!

If you found this interesting and are planning on attending the UK Games Expo at the beginnging of June in Birmingham you can see me hand-craft a copy of Zombology from scratch in front of a live audience! My Made by Hand seminar is 1-2pm on Sunday 3rd June in the Piazza Small.

For this tutorial you'll need a good ruler with a steel cutting edge (ideally that lies flat with the cutting surface) and a clear scale for measuring, a self-healing cutting mat and a sharp knife (I use an Xacto-style knife with snap off blades).

So, let's get started. The first thing you'll need to do is choose a box size. For this I strongly recommend choosing a game you own and making your box that size. There's three good reasons for this:

  • You can empty that game's box and check the bits fit in ok


  • Games look cool on the shelf if they are all the same size - it's easier to store them and stores to stock them


  • If you want your game to go into manufacturing, using a standard box size saves you the cost of tooling new dies for the box blanks and labels, shipping crates, etc.



  • My personal philosophy is that the game box should be the smallest one that the components can comfortably fit in, but if you're hoping to go into retail your box needs to reflect your MSRP. Being the only £25 game on the small games shelf really hurt sales of Sumeria. Once you know your manufacturing cost, times that by five and go into a game store - how big are the boxes for games that cost that much?

    Once you've picked a box size, measure the width (W), height (H) and depth (D - the distance between the lid opening and the top of the lid) of the box lid. The dimensions of your box blank (BW and BH) are W+2*D by H+2*D. You need two rectangles of greyboard (chipboard I think in the US and Canada) that size. I usually use 750micron (0.75 millimetres thick) greyboard for a small box or light game and 1250micron (1.25 millimetres thick) for heavy or larger games.


    On that greyboard measure out two rectangles that are BW by BH. Then draw lines that are D in from every edge on one of them (this is your box lid). For the tray the lines need to be further in, for a 750micron thick box you can draw them D + 1mm in, for 1.25micron greyboard you'll need D + 2mm. Making the box blanks the same total size means that the tray is smaller, but taller than the lid - this means you have a small amount of tray showing when the lid is on, so it's easier to open the box.


    The next step is to cut the small squares out from each corner of the tray and lid blanks, and to score (gently scratch with a knife - not all the way through) the remaining bits of the lines you drew.


    Now turn the blanks over so the drawn and scored lines are underneath and fold the sides of the tray and lid up along the scored lines.


    The final step of making the blanks is to tape the box corners. I use Scotch Magic Tape for this as it has a nice matt surface that the label sticks to nicely.


    For a prototype I'll often stop there:


    But for a hand-crafted game you want this to look like a real game that's been professionally manufactured. So you need labels. In the old days I used to get these printed onto paper (and then professionally laminated for durability) and then glue them on by coating them in watered down PVA glue. This is an awful idea - don't do that! For a smaller game where high fidelity isn't critical you can print onto label paper (I think you can get it in up to A4/Letter size), but I've started using Vinyl labels (also professionally laminated) for Zombology which are awesome (if expensive). Your box art will need to be W+2*D+30mm by H+2*H+30mm so that there's 15mm of label on each side to wrap over the box into the inside. Do the box label art (and getting it all the right way up!) is enough content for another post, needless to say you'll have to get this right!


    My next step is to cut out the labels. You want the long edges to go from the corners of the box top/bottom straight out to the edge of the label (you can make them 2 or 3mm narrower at the label edge if you want - this makes the wrap slightly smoother on the inside, but it slows down cutting a bit as you can't do both cuts at the same time without moving the ruler). The shorter edges need to go from the corners of the box tray/lid 45° to the depth of the box, before going straight out to the label edge - see below:


    Once you've cut out the labels, take the box lid label and the box lid blank (be careful at this point - the box blank lid and tray look almost identical!). Remove the label backing and place it face down. Place the box blank on top, being very careful to line up all four corners of the box blank with the corners cut into the label. Press down firmly across the whole blank surface to get a good adhesion to the label.


    The next step is to do the shorter sides. Roll the blank onto one short side, pressing firmly along the blank to make sure it adheres well to the label. Now cut from just inside the corner of the box to the label edge (so the cut goes slightly towards the middle of label edge), and then again towards the corner of the label where the 45° cut turns towards the label edge. You want to err towards the 45° cut at this point, you don't want any label ending above the blank edge when you wrap the label over the corners.


    Now starting in the middle and working out towards the corners, pinch the label over the edge of the blank. Make sure the label sticks really well both on the inside and the outside of the box edge.


    You can now wrap the two diagonally cut pieces round the corners of the box - this strengthens the box corners and also ensures that none of the greyboard will be visible on the corners. Repeat the last four steps on the other short side.


    Next up are the long edges. Roll the box blank onto one of the long edges and press down firmly along the edge to ensure the label sticks well across the whole edge.


    Starting in the middle again and working out towards the corners, pinch the label over the edge of the blank. Make sure the label sticks really well both on the inside and the outside of the box edge. If you cut the long edge straight out to the label edge you might need to pay attention to pressing the label into the corners on the inside, which is less of a problem if you cut the label slightly in towards the middle. Repeat this process on the other long edge.


    Repeat this process on the box tray and Hey Presto! you have a professional looking tray and lid box!


    I hope this was helpful - let me know in the comments if you'd like any more details or another How To post on something else (e.g. box art layout).

    Monday, March 5

    A Busy Week

    It's been a very busy week this week. I've shipped the first two blind playtesting copies of FlickFleet, made my first batch of Zombology in ages (I've been focussing on FlickFleet for the last couple of months), had a UK Games Expo seminar accepted and then spent the weekend with Paul (my FlickFleet co-designer) doing some gaming, some playtesting and attending Beyond Monopoly, the club in York, for the first time in probably nine years. Finally, I found out that FlickFleet is not a finalist in the Cardboard Edison Award - despite really positive feedback from the judges.

    The blind playtesting is a crucial step in the development of a game. You're sending a copy of the game, complete with rulebook to strangers for their feedback. They will have to learn the game from the rulebook, as if they'd bought it in a shop and then play it - rightly or wrongly based on their reading of your rulebook. You will then get feedback on the quality of the rulebook, what wasn't clear or was missing and their opinions of the game. From strangers. Who unlike the people you will have mostly been testing with, are not your friends and are less inclined to go easy on you to protect your feelings. It's an invaluable opportunity to find the weak spots in your rulebook (writing rules well is very hard, and invariably you will have missing things or made statements that can be interpreted in different ways), and to get a better idea how a random punter would experience and feel about your game - it's also a great opportunity to get a better idea of what the market reception of your game might be.
    A blind playtest copy ready to go in the post

    Zombology has suffered a bit over the last couple of months. I'd built up a decent stock in December, and while I intended to keep cranking out copies in January and February, sales were not fast enough to demand it (though on track!) and I spent what little time I had (The Baby has been sleeping terribly since Christmas, so I've been going to bed early and Eurydice time is between kids' bedtime and mine, a time period that has been heavily squeezed!) on FlickFleet instead. In January I was trying to get a Cardboard Edison Award submission done (more on that later) and then this month it's been upgrading my copy, getting a copy to Paul and then working on the blind playtesting copies. With a trip to Beyond Monopoly last weekend though I needed to boost my slowly diminishing stock a bit - I'd rather take far more than I need than have fewer than I could have sold. I got six boxes and three games made during the week, which meant I had 15 copies to take with me to Beyond Monopoly.

    On Monday I also heard that the seminar idea I had pitched to the UK Games Expo in Birmingham in June (me hand-crafting a copy of Zombology live in front of an audience while talking about my experiences running Reiver and Eurydice Games and the many tips and tricks I've picked up over 16 years of hand-crafting games). It's going to be 1-2pm on Sunday 3rd June and spaces are limited to 50 people, so if you're interested I'd get there early!

    Friday evening we braved the snow and drove down to York to see Paul and his family again. I was too tired in the evenings for our usual playtesting and gaming (baby-related sleep deprivation again!), but Paul and I made it along to Beyond Monopoly on Saturday afternoon - the big games club in York I used to attend when I lived there. While there I spent the afternoon demoing Zombology and playtesting FlickFleet and I sold two copies of Zombology :-) It was also great to catch up with some old gaming buddies. There was a lot of interest in FlickFleet too - several people signed up to my mailing list to be kept in the loop.

    The week ended with the news that FlickFleet had not made the cut for the Cardboard Edison Awards finalists. From a field of 192 the judges had to pick approximately fifteen based on a video introduction, a rulebook and a brief overview. My video (done the night before submission) was spectacularly uninspiring - I sounded terribly dull and not at all excited about my game, and the rulebook was pretty poor too - it was also last minute, and had no examples and not enough diagrams. I could really have done with getting the new rulebook (finished last week) done in time for the submission at the end of January.

    This week I'm hoping to make it to Newcastle Playtest on Tuesday to show off the latest FlickFleet changes and get peoples' opinions on them.