How Game Retailers Decide Which Games to Stock

How does a retailer predict what customers will want six months before the customers even know they want it?

It's a fascinating question, and one that every game retailer wrestles with.

If you walk into any game store, you'll probably see hundreds f games for sale. There are board games, miniature games, collectible card games, roleplaying games, and more. Every single box sitting on those shelves represents a decision. At some point, the buyer for that store decided that game deserved a place on the shelf.

The challenge is that retailers can't stock everything.

Shelf space is limited. Cash flow matters. If they fill their shelves with games that don't sell, they've tied up money that could have been invested elsewhere. Every game they choose to stock means another game didn't make the cut.

Choosing which games to carry is equal parts research, instinct, and experience.

So how do retailers actually make those decisions?

In many ways, they're trying to predict the future.

Humans aren't particularly good at predicting the future, yet that's exactly what game retailers are asked to do. They're trying to figure out what tomorrow's bestsellers will be months before those games are released.

Retailers need to know what's coming well in advance, which is why it's so important for them to get information about upcoming releases. Trade shows play a huge role in this. Buyers often place orders for games before most consumers have even heard they exist.

With limited shelf space and limited dollars to spend, every purchasing decision carries risk.

One of the biggest goals for a retailer is avoiding dead stock.

Dead inventory doesn't pay the bills. It doesn't help keep the lights on or pay employees. Every game sitting on the shelf collecting dust represents money that can't be used somewhere else.

Experienced retailers become surprisingly good at spotting warning signs.

One thing they often learn to avoid is that little "Spidey sense" that someone is trying too hard to sell them something. If a publisher or salesperson has to rely on an overly aggressive sales pitch, it can sometimes be a warning sign. Great games usually don't require that kind of hard sell. It's perfectly fine to be excited about a game and share that enthusiasm, but retailers ultimately want to buy games they genuinely believe customers will purchase.

That raises the big question:

How do experienced retailers separate future hits from future shelf warmers?

One of the first things they look at is shelf appeal.

It all starts with the box cover.

Does the cover stand out? Is it evocative? Does it make someone stop walking and pick up the box?

There are certainly exceptions, but for most games, that first impression matters. Once someone picks up the box, the back of the package has to do its job. It should be easy to understand, explain why the game is fun, and help customers imagine themselves playing it.

Even the overall quality of the packaging contributes to that first impression.

Retailers also pay close attention to the publisher.

Has this publisher delivered successful games in the past? What's their reputation? Have previous games from this company sold well?

Some publishers have built loyal followings, and retailers know that customers trust them. Others have earned a reputation for marketing and supporting their games well after release, which gives retailers more confidence that the game will continue generating interest.

Trade shows often reinforce these impressions.

Retailers pay attention to which publisher booths look professional. They notice which booths are creating excitement, drawing crowds, and generating conversations. A busy booth doesn't guarantee a successful game, but it's another clue that helps retailers evaluate what might happen once the game reaches store shelves.

Community buzz is another major indicator.

Are people talking about the game online? Is it showing up on Reddit? Are people discussing it on BoardGameGeek? Is it being mentioned on podcasts? Have reviewers and influencers started getting excited about it?

A surprising amount of momentum builds before a game is ever released, and retailers pay close attention to those conversations.

Trade shows provide another opportunity to observe what people are genuinely excited about.

Retailers notice which games are constantly being demoed. They hear conversations happening throughout the convention hall. They watch to see which publisher booths have long lines and which shopping bags people are carrying around after making purchases.

Energy is difficult to measure, but experienced retailers know it when they see it.

Price also matters.

Does the MSRP make sense? Does the game offer good value for the price? Does that price align with what customers expect?

Sometimes an excellent game struggles simply because it's priced higher than its audience is willing to pay.

The people behind the game can influence buying decisions as well.

Some designers have built loyal followings. There are gamers who will try almost anything designed by a particular creator.

The same is true for publishers. A strong publisher brand can create confidence among hobby gamers, even before they know much about the game itself.

Now, the average customer probably doesn't know who designed a game, and many couldn't tell you who published it either. But among hobby gamers, those names can absolutely move the needle.

Retailers also pay attention to innovation.

Is the game doing something new? Is it breaking new ground? Does it offer an experience players haven't seen before?

Innovation creates curiosity, and curiosity often drives sales. Some of the biggest breakout hits in the hobby started because they introduced something fresh that players couldn't wait to experience.

Of course, predicting success is never an exact science.

There isn't a magic formula.

Some games generate tremendous buzz before release and end up disappointing everyone. Other games quietly appear with very little attention and become runaway successes. There are always diamonds in the rough that nobody sees coming.

Experience certainly helps, but even experienced buyers are wrong sometimes.

Often, they simply trust their instincts.

The best retail buyers develop a feel for their customers. They understand what excites their local community and become surprisingly good at matching games with the people who will enjoy them.

Sometimes the signs are obvious. Customers are asking about a game. The community can't stop talking about it. Excitement builds naturally and organically.

Other times, it's simply an educated guess.

That's what makes game buying such an interesting art form.

Retailers spend their time predicting trends, managing risk, following conversations in the gaming community, evaluating publishers, and making the best decisions they can with the information they have.

They're constantly asking themselves one question:

"Will my customers love this game?"

The next time you walk into a game store and see a brand-new game sitting on the shelf, remember that someone believed it deserved to be there. Someone decided it was worth giving that game a chance.

And just maybe...

...they're looking at the next big hit.