You want to self publish your game… Well it isn’t just about putting your name on a box—it’s about taking charge of your vision and bringing your ideas to life. But don’t let that control you’ll gain fool you, it’s not going to be a walk in the park. Between designing, funding, manufacturing, and marketing, there’s a lot to juggle. If you’re wondering how to publish a board game and make it work, this guide will help you navigate the process, learn from real examples, and decide if self publishing is the right path for you.
Let’s break it all down. During the post we’ll be using Número Perdido, Alberto Aznar’s game, as a reference. Alberto recently self published his own game, designed with Tabletop Creator, so he’ll be a helpful example as we move along.
Why Self Publish Your Game? The positives.
Keep Full Creative Control
If there’s one thing that’s you’ll have for sure if you opt for the self publishing route is control. When you self publish your game, every decision is yours. From the mechanics and theme -which should be your’s to begin with, even though having another point of view can be useful- to the box art and marketing, you don’t have to answer to anyone else. This means you can take risks, explore niche ideas, or stick to the vision that made you excited about your game in the first place.
Self publishing generally allows creators to:
- Retain ownership of their intellectual property.
- Experiment with unique mechanics or niche themes that might not appeal to traditional publishers.
- Build a brand identity that is entirely their own.
Take Número Perdido, for example. Its creator, Alberto Aznar, wanted to design a simple, math-based game that was both educational and fun. He also wanted to keep the design very strait forward and minimalistic. By self publishing, he made sure the game stayed true to that goal without outside influences pushing for changes.
Get the Profits You Deserve
When you self publish your game, you keep a bigger slice of the pie. Sure, you’re taking on the financial risk upfront, but if your game takes off, the rewards are yours. Just be prepared to budget carefully—manufacturing, marketing, and distribution costs can add up quickly.
However, you’ll also have to have in mind that you’ll be reinvesting all that profit for future editions and re-prints. It may be a slower path to take to have a more stablished income or pure profit. So, while profit margins can be higher, self publishing a whole lot of financial planning, from production to shipping. Always account for unexpected costs, such as delays or additional prototypes.
Build a Direct Connection with Players
One of the best parts of self publishing is connecting with your audience. Whether it’s through playtesting, social media, or crowdfunding platforms like Kickstarter, you’ll be getting direct feedback from the people who care about your game.
Connecting with your audience can:
- Foster a loyal fan base.
- Provide valuable insights while playtesting or iterating.
- Build excitement and momentum for the game’s release.
Alberto used tools like Tabletop Creator to test Número Perdido with teachers, gamers, and friends, refining his design every step of the way. Not having anyone stopping you from showing off your game to others allows you to build a small stablished market of people that are likely going to purchase your game, mainly because they know you and want to support you as you self publish your game.
The Cons of Self Publishing a board game
The Money Question
Self publishing a board game isn’t cheap. Like we said, you have “full control”, which means more headaches. You’ll need to cover prototyping, manufacturing, shipping, and maybe even storage. For most creators, this means dipping into savings, taking out a loan, or launching a Kickstarter campaign to secure funding.
The issue with crowdfunding, or at least a possible barrier, are the rewards. Calculate those carefully as you don’t want them devouring your profits or gains, as that will hurt you in the long term if you want to re-print and produce more units using that income instead of crowdfinding.
Again, you could do what was done with Número Perdido, which is to mostly focus on self funding, although that can pose a risk.
Things you should look at:
- Plan for Stretch Goals: Crowdfunding campaigns with stretch goals can attract more backers and boost funding, but be careful—they also increase costs and complexity.
- Consider Pre-Orders: Use platforms like BackerKit to offer pre-orders once your Kickstarter campaign ends, providing additional funding for production.
- Research Manufacturing Quotes: Get multiple quotes from manufacturers early on to understand your production costs and avoid unexpected expenses later.
Time and Energy
Think of self publishing as running a small business. You’ll be handling everything from logistics and contracts to marketing and customer service. It’s rewarding, sure, but it’s also exhausting. From Alberto’s experience, the process is “tedious but worth it”; you’ll spent countless hours figuring out production timelines and legal requirements like barcodes and retail packaging.
- Outsource When Possible: Delegating tasks like art design or rulebook editing can save time and let you focus on core aspects like gameplay and logistics.
- Set Clear Timelines: Break down your project into manageable phases with deadlines to avoid burnout and keep the process on track.
- Invest in Tools: Platforms like Tabletop Creator simplify prototyping and playtesting, saving you hours of manual adjustments.
Getting Noticed
The hardest part? Standing out in a crowded market. Even if your game is amazing, it won’t sell itself. You’ll need a strategy to get it in front of players. Social media, email campaigns, industry events, and online ads can all help. Alberto partnered with Asmodee to handle distribution for Número Perdido, but only after pitching to multiple publishers and distributors.
- Collaborate with Influencers: Partnering with board game reviewers or streamers can introduce your game to a wider audience.
- Run Demos at Events: Organizing playtesting sessions at conventions or local game stores helps build word-of-mouth buzz.
- Offer Early Access: Allow select players to preview or beta-test your game to generate excitement and collect feedback.
The road to get noticed is long and difficult, often the best thing you can do is ask for help from an interested community, even if that is your friends and family, or folks you met at events, forums, discord servers or even Reddit.
Crowdfunding and Kickstarter: Should You Do It?
Platforms like Kickstarter are game-changers for self publishing. They let you validate your idea, raise funds, and build buzz all at once. But a great campaign takes more than just uploading your game and waiting for the money to roll in.
Here’s what works:
- A Clear Pitch: What makes your game special? Why should people care?
- Engaging Visuals: Show off your game with high-quality images and videos.
- Community Building: Start promoting your campaign early to create excitement.
Not every creator uses Kickstarter. Alberto didn’t for Número Perdido, but he recognized the importance of building a community around the game through tools like Tabletop Creator and engaging directly with playtesters.
What Are Your Other Options To Sell Your Game?
Traditional Publishing
If self publishing feels overwhelming, traditional publishing might be a better fit. Publishers handle manufacturing, marketing, and distribution, but you’ll give up some control—and a chunk of the profits. Still, it’s worth considering if you’d rather focus on design than logistics.
Hybrid Models
You don’t have to go all-in on self publishing. Some creators choose a hybrid approach, working with distributors while handling production themselves. Alberto did this with Asmodee, balancing creative control with professional support.
¿Why is this a good way to go about it? Both you and the distributors win. You get your game into shops, and the distributor feels safer investing into new designers or new games.
Learn From Those Who’ve Done It
Alberto Aznar and Número Perdido
Check out our interview with Alberto. The video has english subtitles. If you rather read about it, we have a blog post about his experience here!
Ready To Start Your Journey And Self Publish Your Game?
Self publishing board games isn’t for everyone, but if you’re ready to dive in, it can be one of the most rewarding ways to bring your ideas to life. Whether you’re navigating how to publish a board game or planning your first Kickstarter board game campaign, having the right tools and mindset makes all the difference.
