Survey results - Thank you 500!

Thank you to everyone that had helped out with the survey, nearly 500 people had responded within a week of it going live which is just amazing! Here is a breakdown of the data and key findings for you.


Considering how long people want to play games for is an important aspect of their preferences. The majority of participants stated that they prefer to play for 1-2 hours with the second most popular result being 30-59 minutes. This suggests that an ideal time frame would be around 45 minutes to 1 hour and 30 minutes. Referring back to the competition matrix from the last post, this falls right into the sort of playtime we would be aiming to take advantage of the gap in the market and therefore is a very positive outcome.

Players in the game

The highest frequency of people to play with is 4 with 3 players being next. This means that the average player amount should be 3-4 players with any concepts that would come up in ideation.


These two multiple-choice questions explored the type of game and features that are enjoyable. The key types would be Thematic, Abstract and Eurogame’s (a balance of strategy and luck). Regarding the main enjoyable features, it falls down to being competitive/challenging, having the option to play with anyone of any skill set and being a good Icebreaker. Most of these aspects fall in line with the points above, however, the top feature being about competitiveness/challenging is a surprise. With this in mind, it would be best to focus on competition and developing ways that players can interact, rather than relying on potentially difficult mechanics and rules to force that challenge.

Purchasing habits during Covid-19

Around one-third of participants had purchased a board game between march and December 2020. This had been more than expected considering the general difficulty to meet with people in person which suggests that they re being played within the same household. In addition to these purchases, nearly one third had been multiple buys showing that there could be room for more board games in every household. Finally, the purchase location shows a strong shift to an online presence with amazon taking up 53% of the market place. However, there is still an admirable 15% of purchases going through independent online sellers and there could be grounds to grow that figure with the right marketing tactics.

Current board game collection sizes

To add further evidence to the point about there being room for more than one board game in every household, it turns out that 26% of consumers already own between 1 to 5 board games. Only 8% of participants do not own any board games, this means it would not be worth trying to advertise/market to customers that have never purchased a board game as this is only a small percentage of households and there is already a large probability that another board game will be purchased after the original introductory one. This is backed up by the fact that 10% of participants own between 20 to 50 boardgames in total.

New technology

Considering the future of board games, the perspective of the participants had been very unsure. 59% indicated that they are unsure how to answer and of the remainder, 61% answered yes, emerging technologies such as Augmented Reality will improve board games. Given this response, it is clear that new technology is not expected to impact board games let alone whether it would improve them. However as this pole had been about opinions, it is still worth pursuing these technologies to look for opportunities for innovation. This could even convince the public that it would have a positive impact if executed correctly.

Consumer favourites

When asked for their favourite board game, there were lots of responses and some clear classics being mentioned the most and appearing quite large in the word cloud. One game that had not been considered but is not a surprise to see so popular is trivial pursuit. Despite the popularity of quiz games it is not an avenue that will be explored in depth. This is due to the fact that these types of games are built off of a lot of content rather than game play and mechanics. This does not mean that they are bad games (on the contrary with this example) but means that the creation of the game is based less on design and more on fact-finding.

Improving board gameplay experience

This data has been categorised from very quantitative data using an open-ended question. The largest category had been referring to situations that were out of a designers control as they were player dependant and would change depending on the social situation, examples have been included to show the randomness of these responses. Other than this, video instructions and AR/online tech ended up being mentioned the most in regards to improvements even though it contradicts with the data from the new technology survey.

Aspects that stop purchases

The main factors that stop customers from going through with a purchase would be price, the fact that a game is too complicated and if a game requires too many people to play. It is not surprising that price is the most complained about aspect of a board game. However this does not mean that a cheaper price is going to be better, instead this suggests that customers need to be shown the value in the pricing itself in order to be convinced that it is a purchase worth the price. Otherwise, the complexity and player count fall in line with other research conducted prior to this.

Improving board game purchasing experience

This data has been categorised from very quantitative data using an open-ended question. The most valued aspect of looking for new board games is having access to reviews. This makes sense as reviews are a clear and quick indication of quality and value. What had been unexcited is how many people were happy or wanted more advertisements of board games, whilst this is hard to theorise why this is the case, it is defiantly a good thing being able to promote to the target audience more than the rest of the market currently is.