I’m incredibly grateful for my coworkers (Dave, Susannah, and Alex) for traveling across the world to Essen for the Spiel festival this past week, along with the many incredible members of our demo team who made the trip from Iceland, England, Belgium, and a variety of other locations. Huge thanks to everyone who stopped by our booth to learn about our newest products: Vantage, Origin Story, Wyrmspan: Dragon Academy, and more.

Last year we tried a secret experiment at Essen that resulted in some fun for the team and customers; I think a variation of it was implemented this year as well. I asked my coworkers if they tried anything new at Essen Spiel this year that other creators and publishers might be interested in, and Alex shared the following:

1. Combined Sales Counter at a Shared Booth: While Stonemaier and Inside Up have shared a booth the two previous years, this is the first time we had a single combined sales counter. It was really cool how the intermingling of stock led to people coming to the booth looking for games from one company and walking away with games from both. It really exemplified the synergy we’ve built up with the partnership between the two companies.

2. Great Lighting: It’s really amazing what good lighting does to make a space feel friendly and welcoming. I’ve personally experienced this in the difference between retail stores as well but at Essen we add quite a bit of extra lightning to our booth and it makes the space quite literally shine as a standout beacon next to the booths around it.

3. Quick Pitch Tables: This year we added a row of “pitch tables” at the front of the booth, with demo tables to do full playthroughs in the space behind it. This is similar to the tables at the Gen Con booth. It’s really cool to be able to have different ways to share our games depending on the different needs of the people coming by. We also had lots of people coming up to the game shelves, picking up the boxes and reading the backs. I was really glad for the sheet on Origin Story for this and it was fun to see people pick up Vantage and realize just how heavy that box is!

All three of these are about trying to serve customers. If you’re buying products from two companies at the same booth, it’s more effective for your time to check out once instead of twice. Great lighting is crucial for inviting people into a booth and encouraging them to hang out for a while. And not everyone wants to sit down for an extended demo–they might prefer just to briefly look at a game.

If you’ve attended a convention recently, what have you seen (or implemented) that makes the experience welcoming and memorable?

Also read:

• A Secret Experiment at Essen 2024
• 5 Hours at Gen Con for the First Time Since 2018

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