BoardGameGeek (BGG) is the world’s largest and most influential board game community. With millions of monthly visitors, thousands of active reviewers, and a huge library of user-generated content, BGG is the place where tabletop enthusiasts discover, discuss, rate, and buy board games.
For board game designers and publishers, successfully promoting a game on BGG can dramatically boost visibility, credibility, and sales.
Table of Contents
1. Why BoardGameGeek Matters for Game Promotion?
Before diving into tactics, it’s important to understand why BGG is such a powerful platform:
Massive Audience of Enthusiasts
BGG attracts dedicated tabletop gamers who actively seek new games, expansions, and recommendations. These are early adopters, influencers, and superfans.
High Trust and User-Generated Content
Players trust ratings, reviews, Q&A sections, and player photos. Positive engagement here can strongly influence consumer perception.
SEO Benefits
BGG pages often rank in the top Google results for game names, making your BGG presence a form of long-term organic marketing.
Community-Driven Discovery
Gamers use BGG lists, Hotness list, forums, and GeekLists as search tools. A well-optimized presence helps your game appear in these discovery channels.
2. Create a Strong Game Page
Your game’s BGG entry is the foundation of your promotional efforts. A complete, professional-looking page signals legitimacy and increases engagement. Key elements to include:
High-quality images
Upload box art, component photos, player shots, and clear iconography. Games with visually appealing images get more clicks and thumbs.
Accurate game details
Fill in:
- Player count
- Playtime
- Age range
- Mechanics
- Categories
- Designer, artist, and publisher
The more detail, the better the discoverability.
Clear, compelling description
Use a concise narrative explaining:
- What type of game it is
- Who it’s for
- What makes it unique
- Why players will love it
This is your pitch—make it memorable.
Rulebook PDF
Gamers love transparency. Upload final or draft rules to build confidence.
Videos and previews
You can add links to:
- Playthroughs
- Tutorials
- Kickstarter previews
- Promo videos
- Influencer reviews
The presence of multimedia immediately strengthens credibility.
Variants & Player Aids
If you include helpful extras like cheat sheets, player aids, or solo variants, users will bookmark and upvote your game.
3. Start with Pre-Launch Promotion
If your game is heading to crowdfunding or retail release, BGG is a perfect place to build momentum. What to do before launch:
1. Create a BGG Designer or Publisher Profile
People connect more with real designers. A profile helps build a long-term reputation.
2. Add Your Game Early
Even a prototype should have a listing. Early visibility helps you rank in BGG search and gives you a place to send early followers.
3. Use the “Coming Soon” Features
Upload teasers, playtest updates, and early art. You can even create a forum post for updates.
4. Follow and comment in relevant forums
Examples:
- Game design
- Specific genres (party games, heavy Euro, family games)
- Kickstarter discussion forums
Don’t spam—be helpful and authentic.
4. Engage the Community
Community engagement is one of the most powerful promotion tools on BGG. The key is to contribute value rather than self-promotion. Ways to engage effectively:
A. Participate in Existing Discussions
Answer questions about:
- Game design process
- Art direction
- Component quality
- Mechanics comparisons
- Balancing strategies
Never jump in only to sell your game. Instead, become a helpful voice. People will naturally check your profile and game.
B. Create a Designer Diary
Designer Diaries are hugely popular. They cover:
- Inspiration behind your game
- Challenges you faced
- Design iterations
- Behind-the-scenes stories
- Art and component previews
These are often featured by BGG and increase visibility.
C. Respond to Comments and Reviews Politely
Show appreciation. Don’t argue with negative reviews—thank users for feedback.
D. Upload Optional Promo Files
Player aids, 3D printable tokens, alternate card layouts—anything useful gets thumbed and shared.
5. Use GeekLists to Boost Discoverability
GeekLists are curated lists created by BGG users. They’re powerful because thousands of players browse them daily.
Types of lists to interact with:
- “Upcoming games I’m excited about”
- “Best artwork of 2025”
- “Top social party games”
- “Kickstarter campaigns launching soon”
How to use them:
- Add your game to relevant lists
- Write meaningful comments for each entry
- Ask fans gently to thumb your entry (without begging)
A well-thumbed GeekList entry can generate hundreds of profile visits.
6. Run a BoardGameGeek Contest
BGG Contests are one of the most effective paid promotional tools on the platform.
Benefits:
- Thousands of participants
- The contest requires players to answer questions after reading your page
- Drives deep engagement and learning
- The contest page link stays permanently on your game entry
Typical format:
- 5–10 multiple-choice questions about your game
- Players read your website, watch your video, or browse your BGG page to find answers
- Participants earn entries to win a copy of your game
- BGG features your contest in their daily newsletter
This is one of the fastest ways to spike traffic and followers.
7. Leverage BoardGameGeek Advertising
BGG offers several types of ads that can fit different budgets. Ad types include:
A. Banner Ads
Displayed on:
- Game pages
- GeekLists
- Forums
- Home page
Good for awareness and broad reach.
B. Spotlight Ads
Appear next to the Hotness list. Great for visibility during crowdfunding campaigns.
C. Newsletter Ads
BGG newsletters go to tens of thousands of subscribers.
When to use ads:
- During a Kickstarter launch
- During a retail release
- When building awareness for your brand
- When running a contest or giveaway
Ads work best when paired with strong organic promotion.
8. Encourage Ratings, Comments, and Photos
One of the strongest signals of a game’s popularity is user engagement. A game with high ratings, photos, and thumbs gains momentum in the Hotness list.
What you can encourage players to do:
Rate your game
Even a small number of ratings can make a big difference.
Post photos
Photos appear in “recent images,” boosting visibility.
Write short reviews
Honest experiences help other players trust the game.
Upload session reports
Session reports are story-style descriptions of gameplay. They’re highly valued on BGG.
How to encourage this (ethically):
- Ask playtesters to share their experiences
- Add reminders in your rulebook or website
- Offer a small giveaway for players who upload photos or reviews
- Include QR codes linking to your BGG page
Never offer rewards specifically for favorable ratings—you can only incentivize participation, not positivity.
9. Use BGG Forums Strategically
BGG has hundreds of niche forums. Posting in the right places can generate targeted attention.
Popular forum categories:
- Game Design
- News Board
- Crowdfunding
- Specific categories (e.g., miniatures, card games, abstract games)
- Solo Gamer forum
- Print-and-Play forum
Good ways to use forums:
- Sharing updates on game development
- Announcing print-and-play versions
- Asking for feedback on mechanics
- Posting about launch dates or expansions
- Hosting designer Q&A threads
Avoid overly promotional posts. Always include value, insights, or resources.
10. Offer a Print-and-Play (PnP) Version
Print-and-Play games perform well on BGG because:
- Many users love trying prototypes
- PnP builds early hype
- Players post photos, reviews, and recommendations
- BGG has an entire PnP community
Your PnP doesn’t need to be final quality—just playable.
11. Collaborate With BGG Users and Influencers
Some of the biggest influencers in the tabletop space are active on BGG. Ways to collaborate include:
Send out preview copies
Many reviewers are active on BGG and will post mirrored reviews.
Create promo items
Special cards, mini-expansions, and tokens get lots of attention.
Participate in Geek Previews
During conventions like Essen or GenCon, BGG hosts previews for upcoming games.
Use the “GeekUp Bits” program
If your game becomes popular, you might be eligible for upgraded components sold through BGG’s store.
12. Track Analytics and Improve Over Time
Monitor your game’s:
- Page views
- Wishlists
- Ratings
- Comments
- Forum engagement
- Hotness ranking
Look for patterns:
- Which images attract more clicks?
- Do diary posts increase followers?
- Did a GeekList entry spike visits?
Use this data to refine your strategy.
13. After Launch: Keep Your Game Alive on BGG
Even after your game is released, continued activity keeps it visible.
Post-expansion content:
- Variants
- New modes
- Expansion teasers
- Designer notes
Community involvement:
- Answer rule questions
- Share fan-created content
- Post updates about tournaments or events
Consistency is key. Games that stay active stay visible.
