by Justin Bell

Yep, I get it—two new interview series across back-to-back weeks! (Don’t worry, I’ll be back to sharing random musings with next week’s column.)

I love the work that our team here at BGG puts into Designer Diaries, much of which is driven by the game designers themselves. I especially love reading Designer Diaries after I have played a game that recently got the Diary treatment, to get a sense of why the designers made certain choices during the journey from concept to final production.

In that spirit, I will conduct interviews with the people involved with every other part of the development cycle. A great deal of work goes into making a board game, well beyond just the game’s design. The business of tabletop is fascinating to me, so much so that I count more people behind the scenes (marketing, art, production) as a part of my network than designers, fellow content creators, and gamers. I still meet fans who give the lion’s share of the credit to a game designer for a product making it to market, without realizing how many people collaborate to make those dreams a reality…even in cases where a designer self-publishes a game. It’s quite rare that a game makes it all the way to your hands when only one or two people were involved. It takes a village!

So, let’s talk marketing. Our inaugural piece on the marketing process of prepping a tabletop game features Eveline Foubert, the Marketing & Events Manager at Mighty Boards. I met Eveline a few years ago at a show and we hit it off right away, mainly because of her willingness to talk smack almost nonstop.

We recently had a back-and-forth online, about Eveline’s background, the core audience for Mighty Boards titles, and the upcoming campaign for Yotei, launching on crowdfunding this week.

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Justin Bell (JB): I’m always curious to learn how people even find a marketing job in tabletop. How did you get your start with Mighty Boards?

Eveline Foubert (EF): Well actually, I scored my first marketing and PR job in the video game industry about 12 years ago. I was an avid Borderlands gamer, dressed up as CL4P-TP at a local expo (yes, there are photos), and ran into the marketing director of 2K Games! He loved the cosplay so much that we started chatting and eventually he offered me my first internship. From there, I eventually moved on to Electronic Arts, where I worked for a year or two before taking a short break from games. I travelled a bit, worked in the affiliate marketing and tech industry for a while, and eventually ended up in Malta. Five years ago, a mutual friend let me know Mighty Boards was looking for a marketing manager, and it just felt right to get back into the gaming industry!

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JB: Mighty Boards has been around for a while now. How do you and the team define your core audience? I know that Mighty Boards makes a range of game types, but for this particular campaign, what kinds of players are you going after?

EF: We’ve come to see our core audience as players who appreciate beautiful illustrations, interesting themes, solid game mechanics and strategy. They might not always play on a weekly basis and aren’t necessarily looking for the heaviest games, but they do want something that feels engaging and memorable every time they play. A collaboration with a famous game designer doesn’t hurt either. With Yotei specifically, we’re aiming to reach an even wider audience, including people who are just getting into the hobby, and people who love Japanese games and experiences. Yotei is a game that works really well for both hobby gamers and those who might be newer to modern board games. It sits right at that intersection between accessibility and depth, which is a space we always aim to claim.

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JB: I know the team works in a glamorous, floor-to-ceiling glass structure similar to a museum like the Louvre. (I’m kidding.) But I do know you sit with the team in Malta. How does that influence the point at which you learn about upcoming titles and begin to get involved in building ideas for your next campaign?

EF: Our office is even better: this little rock in the Mediterranean offers 300+ days of sun per year, so we get to go swim after work and play games on the beach! That being said, the rock is little (compared to mainland Europe), so we get most of our board game news online, through industry connections or at fairs we attend. We spotted Yotei at SPIEL Essen last year and completely fell in love with it. The team at Kumagera put their heart and soul into turning their local town into a board game and it’s hard not to appreciate the charm of Yotei and its people. In fact, Gordon Calleja and David Chircop (two of the principals at Mighty Boards) are in Japan right now, experiencing Hokkaido first hand!

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JB: I know that a lot of your games go straight to crowdfunding. What success have you had going direct to retail? Is that an option at this stage?

EF: Retail is definitely an important part of our strategy, and we’ve seen solid success bringing some of our games to retail. Art Society was our first big retail project, which became the Game of the Year at Barnes & Noble! This year, Tenby definitely takes the cake. Deciding whether a game goes to crowdfunding or not depends on various factors, like community demand, funding needs and timeline. Crowdfunding is definitely a very big part of our strategy. It plays a key role in building awareness and creating demand early on. It also allows us to build stronger relationships with our community, as we often invite backers to help create a project by deciding on certain components or graphic design used in the games, and gather feedback. For Yotei, we felt a crowdfunding campaign was the right choice, as we can help the Kumagera team reach a bigger audience, and offer a Deluxe Edition that contains exclusive components made with actual Hokkaido wood, locally sourced and produced!

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JB: I know the Yotei campaign is going live soon after this article goes up. In advance of the launch, what can you tell us about the campaign? And is this another one of those campaigns where there will be stretch goals every 15 minutes, every day, just once, not at all?

EF: Yotei is a Machi building game for 2 to 4 players where you use potatoes as a currency to build the most enchanting Hokkaido town. The game truly brings the charm of northern Japan to your table with gorgeous illustrations by Maria Kato based on real life locations, game design by Huy Pham, and locally sourced wooden components by Kumagera. You’ll buy or bid on fields, forest and mountain plots, and harvest potatoes. You then use your resources to serve ramen, host a potato festival, open a ski resort or a serene hot spring! The game offers a perfect blend of tactics and strategy that gives players a satisfying peek into life in Hokkaido.

We always aim to deliver a strong, complete experience from the start. Of course, there will be some surprises along the way, but the goal is to keep the campaign clear and enjoyable rather than overwhelming. We want backers to immediately understand what the game is and why it’s special. A big part of the campaign will highlight the real-world inspiration behind it, especially the connection to Hokkaido and the people involved in its creation. For Yotei, we will be offering some surprises and limited exclusives in the campaign, made of real Hokkaido wood! You’ll find a schedule of the planned drops and surprises on the campaign page, so you know exactly when to check the campaign page for news!

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JB: I’m sure you’ve defined the profile for the types of gamers who regularly buy Mighty Boards products. But for the “normie”, the “muggle”, the casual gamer who might be new to crowdfunding…how do you draw them in?

EF: For new players, it’s key to make the experience feel inviting rather than intimidating. Of course visuals play a big role, but clear communication and instructions make backing a game more approachable. From explaining the gameplay, to a step-by-step guide on how to back a game, we aim to lower the barrier to entry so everyone can jump on the crowdfunding train.

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JB: I remember when you were driving the campaign for one of the Vengeance: Roll & Fight titles, tying it in with the release of a John Wick film. I thought the parallels were perfect for the game alongside the flick, and in a world where thousands of games come out each year, you’ve gotta find a way to stand out. With Yotei and other games you have releasing in 2026, what plans do you have to get creative with spreading the word?

EF: Standing out is definitely one of the biggest challenges right now, as so many great games come out every year! I believe the key is always to try to focus on what makes each game genuinely unique. With Yotei, that’s very much the connection to a real place and the people behind it, which gives us a lot of authentic storytelling opportunities. We’re working closely with the team in Japan to capture that through video, photos, and behind-the-scenes content.

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JB: For the casual fan—heck, even for the hardcore junkie—what do you wish more players understood when it comes to the ways games are marketed and sold?

EF: A thing people don’t always see or know is how much work goes into bringing a game to life beyond just the design itself. The designers start the magic spark, but the whole team—development, art and graphic design, production, logistics, marketing, sales, events, support etc. all play a huge role in shaping the final product and making sure the players get a great gaming experience. From when a game pitch comes in, based on the amount of work the game and graphic design needs, the fastest turnaround time is usually a full year. Bigger projects, like Fateforge: Chronicles of Kaan, took more than three years to make!

What some people might not realise is that marketing isn’t just about selling a game—it’s about helping the right people discover something they’ll genuinely enjoy. With so many games releasing each year, even great designs can go completely unnoticed without strong storytelling and visibility. A big part of marketing is testing—different messages, visuals, and audiences—to understand what actually resonates. I believe good marketing helps the right players find what they like in a very crowded industry.

Wait a minute…the Enchantress character from the first Fateforge expansion looks…just…like…

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JB: Be honest: do you play a lot of games? Not Mighty Boards games, but other titles? Or do you separate church and state by not playing games much at all?

EF: I’m a big fan of competitive two-player games, and will never say no to playing Dune: Imperium. I’ve even been dragged into a full day of Twilight Imperium and actually enjoyed it! Last year’s favorites that hit the table on a regular basis were Compile, Cyclades, and Lord of the Rings: Duel for Middle-earth. I try to play on a weekly basis, but I do have to balance my time with other hobbies and outdoor adventures!

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JB: I have questions about the playlist for this year’s SPIEL Essen booth party…assuming I’m still invited (a major question mark), who do I need to speak with to ensure more hip-hop makes the list in 2026?

EF: … That being said – we’re bringing some exciting stuff to SPIEL this year! You’ll see For the Gods!, Yotei and the new Art Society expansion, Friends in High Places, on our demo tables, as well as two (!) brand new projects. Trust me, you’re gonna want to keep an eye out 😉