I'm a Gamer, not a Businessman: How Do I Sell my new game?

When I first plunged into the abyss of game design, I dreamed of worlds built on dice rolls, cardboard, and imagination. I certainly didn’t dream of spreadsheets. But here we are, creators, navigating the churning waters of both art and commerce. The question of “How do I price my designs?” looms larger than a dragon guarding its hoard.

Perhaps pricing your game isn’t just math; it’s storytelling. It’s telling your audience that your creation is worth their time and money, while also whispering to yourself, "Yes, this can sustain me." And let me tell you, it’s not as easy as setting a price to cover the cost of materials and walking away with a pocketful of gold coins.

Step 1: Know Your Costs

Before setting a price, you need to know what it takes to bring your game to life. This means accounting for manufacturing costs (cards, boards, dice, and fancy tokens if you're feeling ambitious), shipping, artwork, and any other expenses that creep up like a wandering monster. For indie designers like us, these costs can add up quickly, especially if you're producing small print runs.

Lesson Learned: When you think you've tallied everything, add another 10~15% for the unexpected because, like any good dungeon, there’s always something unexpected.

Step 2: Consider Your Value

Here’s where the soul of your design comes into play. What experience does your game offer? Is it an epic journey worth hours of engagement? A quick party game that promises barrels of laughs? The value isn’t just in the components but in the experience your game delivers. Pricing too low might undermine its perceived worth; pricing too high might scare off potential adventurers. Like most things in life, there is a balancing point, the trick is finding it.

Step 3: Check Out the Competition

Your game is one-of-a-kind, but it exists in a bustling market of creative contenders. Take a good look at similar games: their prices, components, and overall value proposition. If your price is significantly higher, you’ll need a compelling reason to back, and even then, convincing buyers will be an uphill battle. On the flip side, pricing too low can undervalue not just your game but your entire brand, signaling potential quality issues and leaving hard-earned treasure untouched in the chest. Striking the right balance is key to winning the confidence of players and making your game stand out for all the right reasons.

Step 4: Leave Room for Growth

You’re not just pricing this game; you’re pricing your future. A sustainable price allows for expansions, reprints, or new projects. Remember, if you barely break even, it’s hard to fund your next big idea, and let’s be honest, you’ve already got at least three more games in mind.

Step 5: Listen to Feedback

Your initial price is just the starting point of an evolving journey. Test the waters by sharing your pricing with gamers, fellow designers, and playtesters, and pay close attention to their reactions. As you analyze and weigh options before your next game purchase, so do your potential customers. Pricing is a dynamic process, don’t be afraid to adjust and refine as you gather insights. The sweet spot lies where value and affordability meet, and finding it often requires reevaluating and iterating along the way.

Final Thoughts

At the end of the day, pricing your game is a balance between artistry and practicality. We may be gamers first, but if we want to keep creating, we must embrace the challenge of thinking like businesspeople, too. So, sharpen your pencils, study your spreadsheets, and don’t be afraid to ask for help.

After all, no hero ever conquered the dungeon alone.