Stonemaier Streams - Blog Post: Our Current Approach to Board Game Reviewers and Content Creators (2025)
Stonemaier Games continues to prioritize sending free review copies to board game reviewers and content creators as a significant part of their marketing strategy. In 2024, they sent over 1,000 free units for review. The selection process for reviewers has evolved, and they now maintain a list of active reviewers, removing those who have not posted content in months. This ensures accuracy and efficiency in their outreach. Reviewers are contacted when review copies are available, allowing them to choose if the timing works for them. Stonemaier Games also provides guidelines for reviewers, such as not having an existing review copy and being able to feature the product soon. They send out review copies at various stages, including advanced, early, and first-run copies, and sometimes damaged games. The company encourages feedback and interaction through their Facebook and website posts.
Key Points:
- Stonemaier Games sent over 1,000 free units for review in 2024.
- They maintain an active list of reviewers, removing inactive ones.
- Reviewers are contacted when copies are available, allowing self-selection.
- Guidelines for reviewers include not having an existing copy and timely posting.
- Review copies are sent at various stages, including advanced and early copies.
Details:
1. 🎲 Introduction to Board Game Marketing in 2025
- Focus on building long-term relationships with board game reviewers and content creators.
- Leverage social media platforms such as Instagram and TikTok for targeted marketing campaigns.
- Implement data-driven strategies to identify key influencers in the board game community.
- Utilize personalized outreach to engage potential reviewers and creators, enhancing collaboration opportunities.
- Track engagement metrics to optimize campaign effectiveness, aiming for a 20% increase in reach.
- Incorporate feedback from reviewers to improve product development cycles, reducing time to market.
2. 🛍️ Sending Review Copies: A Key Marketing Strategy
- Sending games to reviewers and content creators is a crucial component of Stonemaier Games' marketing plan, helping to increase visibility and credibility.
- This approach constitutes a significant marketing expense, indicating its importance in the overall strategy.
- At least 1,000 free units of Stonemaier products were distributed as review copies, demonstrating a substantial investment in this tactic.
- The strategy is complemented by other marketing expenses, but sending review copies remains a key focus due to its direct impact on customer engagement and brand reputation.
3. 🔍 Current Process for Selecting Reviewers
- The methods for selecting reviewers have evolved over time, indicating a refinement strategy that seeks better outcomes and efficiencies.
- Sharing the current process is beneficial for fellow publishers and content creators, offering a model to improve their selection strategies.
- Specific methods include allowing individuals to sign up for potential free review copies, thereby engaging with a broader audience and increasing participation.
- The process involves evaluating reviewer history and expertise to ensure alignment with content topics, enhancing review quality.
- Examples of successful implementations include increased engagement and more diverse feedback when utilizing a sign-up strategy for reviewers.
4. 📣 Encouragement for Content Creators in 2025
4.1. General Encouragement for Content Creators
4.2. Specific Advice for New Creators
5. ✨ Focus on Fun and Value in Content Creation
- Content creators should prioritize joy and personal enjoyment in selecting games, aiming to feature products that genuinely interest them rather than treating it as a chore.
- The focus should be on providing value and entertainment to the audience, rather than merely seeking to increase views or likes.
- Acknowledgment and gratitude towards content creators who featured Stillmeyer products highlight the importance of mutual support and appreciation in the content creation community.
- Creators can balance enjoyment with audience engagement by selecting content that aligns with both their interests and audience preferences, leading to more authentic and compelling presentations.
- Emphasizing enjoyment and value can enhance audience growth and retention by fostering a more genuine connection and trust between creators and viewers.
6. 📅 Weekly Roundups and Sharing Reviews
- In 2024, weekly roundups were systematically conducted every Friday, compiling all Stilmaio review links received that week.
- These review links were actively shared via Facebook and included in game-specific newsletters, maximizing visibility and engagement.
- The strategy enhanced engagement by regularly updating followers and supporting reviewers, though specific metrics on engagement improvement were not provided.
7. 🔄 Updating the Reviewer List
- To ensure the accuracy of the reviewer list, inactive reviewers were identified and removed.
- Inactivity was defined based on a lack of posts over several months, acknowledging that content creation is time-intensive.
- The process of identifying inactivity involved engaging with Stonemaier ambassadors, who provided insights into which reviewers were no longer active.
- By refining the list, the aim was to have a more current and engaged pool of reviewers.
8. 📧 Efficient Communication with Reviewers
- Implementing a centralized contact method significantly reduces the burden of handling individual solicitations from hundreds of reviewers, improving efficiency by allowing bulk communication.
- Reviewers receive notifications when review copies are available, enabling them to self-select based on their availability, leading to higher engagement and timely reviews.
- The system allows reviewers flexibility to choose products that fit their schedule, increasing satisfaction and participation rates.
- An open communication channel is maintained, allowing reviewers to express interest in specific products if they haven't been contacted, ensuring inclusivity and opportunities for all interested parties.
- This strategy not only reduces administrative overhead but also fosters a more collaborative relationship with reviewers, enhancing the overall review process efficiency.
9. 📜 Guidelines for Receiving Review Copies
- Reviewers must not have an existing unreviewed copy from Stonemaier Games to ensure accountability and timely reviews.
- Applicants should be able to feature the product within the next few months, aligning with marketing timelines.
- Reviewers must not already have easy access to the product, ensuring fair distribution of review copies.
- For reviewing an expansion, having access to the core game is necessary to provide a comprehensive review.
10. 📦 Different Stages of Sending Review Copies
- Review copies are sent at various stages: advanced copies for early feedback, early copies to create initial buzz, first run for immediate post-launch exposure, reprints to renew interest, in-stock games for ongoing promotion, newly discovered reviewers to expand reach, and sometimes damaged games to minimize waste.
- Each stage targets different reviewer demographics, optimizing timing and impact: advanced copies for influencers who can shape initial perceptions, early copies for established reviewers to build anticipation, first run for broad media coverage, reprints for maintaining interest, in-stock games for continuous engagement, new reviewers for fresh perspectives, and damaged games to ensure no opportunity is wasted.
- Considerations for reviewers include clear communication about the stage of the copy they are receiving, setting appropriate expectations, and understanding the strategic intent behind each stage.
- Metrics for success include increased media coverage, heightened social media activity, and improved sales post-launch, driven by effective engagement with reviewers at each stage.
11. 💬 Invitation for Feedback
- Encourage engagement by inviting questions or comments on both Facebook and the website version of the post.
- Utilize social media platforms and website for community interaction and feedback collection.