What the Creator Economy Can Teach the Tabletop Industry
I recently read an article titled The Attention Stack: Building Durable Consumer Brands in the Creator Economy. While it focuses on creator-led brands, I couldn't help but see striking parallels with the tabletop industry.
For years, many of us have approached marketing with a simple goal: launch the next game.
But perhaps that's the wrong goal.
Instead of building an audience for a game, we should be building an audience that follows everything we create.
Here are my biggest takeaways from the article and how I think they apply to our industry.
1. Build a Point of View Before You Build Products
The article argues that the strongest brands aren't defined by their products—they're defined by what they stand for.
The same applies to tabletop creators.
People should know what you represent before they know your next game.
Maybe you're known for:
- Indian stories and culture
- Family-friendly gateway games
- Heavy strategy experiences
- Educational games
- Beautiful production
- Community-first events
Your point of view is what connects every game you publish.
2. Build an Audience Before You Need One
One of the article's strongest messages is that attention compounds over time.
Don't appear only when your Kickstarter, Gamefound campaign or preorder goes live.
Share your:
- Design process
- Playtests
- Artwork
- Manufacturing journey
- Successes and failures
- Lessons from conventions
When launch day arrives, you're not introducing yourself—you've already brought people along on the journey.
3. Turn Followers into a Community
The article distinguishes between having an audience and having a community.
Followers consume.
Communities participate.
For tabletop creators, that could mean:
- WhatsApp or Discord groups
- Local playtesting circles
- Regular game nights
- Convention communities
- Online tournaments
- Design discussions
The goal isn't more followers.
It's more people who feel like they're part of what you're building.
4. Own Your Relationship with Your Audience
Algorithms change.
Platforms come and go.
The article highlights the importance of owning your customer relationships rather than relying entirely on social media.
For tabletop creators, that means investing in:
- Email newsletters
- WhatsApp communities
- Discord servers
- Events and conventions
- Local gaming groups
Social media is great for discovery.
Owned communities are where long-term relationships are built.
5. Let Your Community Become Your Marketing Team
One of the most powerful ideas in the article is that creators shouldn't produce all the content themselves.
The best marketing often comes from the community.
In tabletop, that means encouraging:
- Photos from game nights
- Playthrough videos
- Reviews
- Tournament stories
- Convention experiences
- House rules and variants
People trust other players far more than advertisements.
6. Collaborate Instead of Competing
The creator economy thrives on collaboration.
The tabletop industry should too.
Publishers, designers, reviewers, cafés, stores, conventions and content creators all benefit when the ecosystem grows.
Collaboration doesn't divide attention.
It expands it.
7. Build a Flywheel, Not Campaigns
Perhaps my favourite takeaway from the article is the idea of creating systems instead of isolated marketing campaigns.
For tabletop creators, the flywheel looks something like this:
Design → Share → Playtest → Community shares experiences → More people discover your work → Bigger launch → Bigger community → Better next launch.
Every event, prototype and game should make the next one easier to launch.
8. Convert Attention into Participation
Views are nice.
Participation is better.
Instead of asking, "How many people saw this post?", ask:
- How many people played the game?
- Joined the community?
- Signed up for updates?
- Came to the meetup?
- Brought a friend?
- Shared their experience?
Attention is only valuable when it becomes action.
9. Build Trust That Outlives Any Single Game
The article's core message is that durable brands are built on trust, not individual products.
That feels especially relevant to tabletop.
Games will come and go.
Crowdfunding campaigns will end.
Algorithms will change.
But if people trust your taste, your design philosophy and the experiences you create, they'll be excited for whatever comes next.
10. The Biggest Lesson
The tabletop industry often treats every game as a fresh start.
It doesn't have to be.
Every playtest, convention, podcast, review, prototype and conversation should make the next launch easier than the last.
The real product isn't just the game.
It's the relationship you build with the people who love playing it.
If there's one mindset shift I'd encourage every tabletop creator to make, it's this:
Don't optimise for the success of your next game. Build an audience, a community and a reputation that make every future game easier to launch.
