When most beer brands think of event marketing, their minds go straight to stadiums, tailgates, or music festivals. Voodoo Ranger, the craft beer line from New Belgium Brewing, decided to roll the dice differently. Instead of competing for attention at football games or car races, the brand leaned into the booming popularity of board games.
Board games have seen an incredible resurgence over the past decade, with the global market expected to reach nearly $40 billion by 2030. Conventions like Gen Con in Indianapolis attract tens of thousands, 72,000 in 2025 alone, showing that this community is not just passionate but highly engaged. For Voodoo Ranger, this was a chance to connect authentically with fans through board game marketing.
How a raid group sparked a strategy
Voodoo Ranger didn’t dive into tabletop culture overnight. The seeds were planted when brewery employees formed a World of Warcraft raid group, showing how gaming naturally intersected with the brand’s playful personality. From sponsoring a Counter-Strike tournament years ago to appearing steadily at comic and tabletop conventions, the brand’s path was gradual and rooted in genuine enthusiasm.
The real breakthrough came with a partnership with Rollacrit, a lifestyle brand for tabletop fans. Together, they released an expansion for Heroes of Barcadia, a board game where pint glasses double as pawns and the beer inside acts as your health bar. Clever, humorous, and perfectly on-brand, it felt like something fans would proudly bring to the table. That sense of authenticity is exactly what gives board game marketing its power.
Board game marketing as community building
At conventions, Voodoo Ranger creates more than beer stations; they design spaces where fans can sit, play, and connect. This is marketing strategy at its most human: less about pushing a product, more about enabling shared experiences.
By showing up consistently at events like Gen Con or PAX Unplugged, the brand reinforces its commitment. Attendees begin to expect Voodoo Ranger’s presence, which over time turns into loyalty. Regional sales show noticeable bumps during event weeks, proving that personal connections can translate into tangible results.
For entrepreneurs, this is a reminder that board game marketing, or any niche-driven strategy, is not just about visibility. It’s about becoming part of a community’s culture.
Why it works and what others can learn
So why does this strategy succeed where others fail? Voodoo Ranger doesn’t parachute in with a loud sponsorship and vanish. They listen, adapt, and participate in a way that feels natural. Fans see the brand not as an outsider, but as a player in the fun.
Other brands can apply the same principle: find where your audience gathers, and show up authentically. For some, it may be esports or local maker fairs. For others, hobbyist clubs or niche conventions. The core idea is the same: meet people where their passion is strongest, and respect that space.
The genius of board game marketing lies in blending on-site presence with storytelling. Every pint glass pawn in Heroes of Barcadia, every branded booth at Gen Con, tells a story fans remember long after the event ends.
Building brand loyalty one roll at a time
Marketing often focuses on impressions, clicks, and conversions. Voodoo Ranger demonstrates that relationships built in real spaces can carry more weight than digital impressions. A fan laughing with friends over a branded expansion pack is far more likely to buy that six-pack later. Repeated appearances of the mascot at multiple conventions make the brand part of personal memories.
For entrepreneurs, the lesson is long-term thinking. Consistency matters. Even small moves, a monthly meetup or a playful niche tie-in can leave lasting impressions. Done well, the community will remember and reward your presence.
As Voodoo Ranger prepares for another year of tabletop activations, from local meetups to December’s PAX Unplugged, one thing is clear: the dice are rolling in their favor. The broader takeaway? Don’t just advertise to your audience, play alongside them.
FAQ’s
How do I give my brand a quirky voice that people connect with?
Make your brand feel like a living, breathing person with opinions, even humor, so people invite it into their world rather than just using it.
Is it better to go big with flashy ads or small, clever moves?
Sometimes a tiny, clever move captures more attention than a giant billboard.
How can digital channels feel authentic instead of templated?
Tell a story, even a small one, across platforms. Make it human and let people feel part of it.