The Client 

Game Mania is a popular games retail store known for its extensive collection of video games, consoles, and gaming accessories catering to gamers of all ages and preferences. With a strong presence in the Netherlands and Belgium, Game Mania provides a welcoming space to explore the latest releases, classic titles, and exclusive merchandise. 

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The Project

As a games store, Game Mania wanted to extend their reach to Trading Card Games (TCG) communities. Their goal was to organise and host Pokémon TCG tournaments in their stores and position themselves as a community hub for TCG fans, attracting new customers, and expanding the experience at their stores. By introducing in-store TCG tournaments, Game Mania hoped to provide a new layer of engagement for customers while driving foot traffic and strengthening its brand in the hobbyist space. As such, Game Mania reached out to us for consultation and training. 

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Our Role

We worked closely with Game Mania’s staff and management to prepare for in-store TCG events by focusing on key areas:

Training Store Staff: We equipped store teams with the knowledge and skills to organise, run, and report TCG events confidently.‍

Setting Up Publisher Connections: Our team facilitated Game Mania’s registration with publisher programs, ensuring they met all requirements for event sanctioning. We provided insights and tools necessary to develop an in-store gaming community.

Community Building Insights: Drawing from our experience in organised play, we provided guidance on creating an inclusive and welcoming community that fosters long-term customer loyalty.

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Goal: At the end of the project, the selected stores would be able to sanction, run, and

report organised play in their store and Game Mania could guide all

stores in their organisation from novice, to expert in the running of in-store events.

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Implementation

Through a series of online consultations and in-person training sessions, we helped Game Mania establish a foundation for successful TCG events. Our support included:

Onboarding and Registration: Guided Game Mania’s management through the setup of publisher programs, streamlining the process with our industry connections and expertise.‍

Staff Training and Support: Organised hands-on training and store visits, where staff members learned the ins and outs of event management, from logistical setup to customer interaction.

Event Execution: We provided real-time support during initial TCG events, ensuring staff felt confident in their roles and had access to immediate guidance.

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In-store and Event Training

To help store staff offer the best experience to TCG enthusiasts, our training emphasised:

• Establishing Knowledge Base: Building a base of important know-how about the community, organised play program, and best practices of successful stores as examples of how to run high-quality TCG events.
  
  
• Customer Engagement: Staff learned to confidently introduce new customers to the TCG experience, establishing themselves as a reliable point of contact for customers’ TCG needs and providing a positive experience they want to return to in the future.
  
  
• Community Insight: Understanding the unique needs of TCG players and their mindset, particularly how they differ from video game communities, was essential for staff to build rapport and become trusted points of contact for TCG fans.
  
  
• Event Best Practices: We trained staff to manage events seamlessly, including customer support, logistics, and post-event follow-up, setting a high standard for in-store TCG experiences.
  
  
• Product Knowledge and Upselling: We provided clear guides on relevant products and upselling techniques during events to enhance the customer experience while boosting sales.
  
  
• Hobby Game Basics and Support: We helped outline the basics of hobby game events and supported Game Mania staff with questions arising during the first month of their in-store events.
  
  
• Building an Effective Events Team: We explained how to build an effective team of “Professors”/judges through screening, training, and providing insights into what makes the difference between a good and an outstanding judge.

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Results and Future Impact

Game Mania successfully integrated TCG events into their stores, with trained staff capable of running organised play confidently. They were prepared to support ongoing TCG events across all locations, ensuring continuity as the program expands. Game Mania thus positioned itself as a TCG destination, offering a new community experience that attracts both newcomers and veteran players alike.

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