Rob Trounce of Zatu Games talks recent wins, new launches and future expansion

How has the past year been for you and Zatu?
We have an established fulfilment team which delivers Kickstarters, Gamefound campaigns and more to your door – but we’ve also supported the set-up of a brand-new distribution channel. Zatu Distribution launched at UK Games Expo and has rapidly grown to a product range of approximately 300 games.

What made now the right time to launch Zatu Distribution?
Zatu is a decade old, focused on retail through its e-commerce channel. The fulfilment division has really started gaining traction over the last two years. These areas give us access to unparalleled levels of data about what people are buying, why they’re shopping and how they choose to spend – combined with a state-of-the-art logistics and warehousing platform for supplying games all over the world. This put us in a prime position to build a distribution channel.

We understand the consumer, we understand which games fit which segments, and we’ve built a range that’s primed for them. We leverage our existing B2C marketing channels to drive hype and interest around the games we bring into distribution. We then supply stores with the games they want, when they want them, through our fulfilment channels.

What types of games do you look to distribute?
We’re working with a whole range of titles – from amazing children’s games through to heavyweight hobby hits. We’re looking to work with publishers who are as ambitious as we are: those putting out games with heart and meaning. A key thing for us is a curated, boutique range. We only work with exclusive titles and we intend to keep a range of 300-500 games. This means we can give exceptional levels of attention to those titles – driving their B2C marketing efforts, media opportunities and more.

What have been some early wins for this division?
It’s safe to say we’ve achieved things in six months that we thought would take us three years. We’ve secured our first Game of the Month with Waterstones for A Gentle Rain: Bloom Edition. We’ve sold out of a number of titles in their first print runs – often even in pre-order – such as The Old King’s Crown, The Voynich Puzzle, Racing Line and more. And we’re completing our first international distribution agreements for some of our titles… Watch this space.

Toy Fair season is upon us. What new titles are you guys excited about?
First up, we have a feast of licensed titles on the way. We’ve got games based on licences such as Clash of Clans, Tomb Raider, Elden Ring, The Smurfs, NASA and Disney properties. However, these aren’t cash grabs! We’re working with publishers such as Iconiq, Maestro Media and Steamforged Games who bring top-tier tabletop talent to the space.

We’re also bringing brilliant titles into the space for toy shops and younger audiences… Catapult Feud is just the kind of tabletop combat game every household needs. Players build their own castle from a variety of blocks, then position troops, grab a trebuchet and fire at each other’s creations. The last one standing wins! A series of expansions bring new twists – including a giant T-rex with a cannon on its back roaming the battlefield and blowing up castles… Who doesn’t want to play with that?

No one I know – we’re all in!
Adding to the toy-shop oriented fun, we have Racing Line Junior. Racing Line has proven to be one of the biggest hits of our distribution catalogue – a streamlined, easy-to-learn racing game for the whole family. Racing Line Junior brings all that excitement to an audience as young as four years old. Next, YUBIBO. The Japanese dexterity game that’s been a breakout hit is now coming to the UK…

Would I be right to describe that as a bit like cooperative Jenga?
Yes! Players use wooden dowels to connect structure pieces between their hands, following instructions from a deck of cards… The construction grows bigger and more precarious, evoking all the quaking, shaking tension of the best dexterity games in a format unlike anything else. It’s loved by everyone who tries it.

On top of that, we’ll have our full core range on show. From accessible entry points into gaming such as Aspens, to meditative solitaire mega hit A Gentle Rain, and our beloved heavyweight strategy titles such as The Old King’s Crown, Kelp, the Kinfire series and Inferno. We’ll also be showcasing new games for the year such as Recall, Night Soil and The Voynich Puzzle.

And beyond the game launches, what else is Zatu planning for this year?
Our groundbreaking new Buyback Scheme is launching – an industry first! Retailers simply let us know about any board game, trading card or tabletop product that’s not moving for them… We’ll make them an offer to purchase it. In exchange, they get credit to spend on Zatu Distribution titles. This helps them replace dead or slow-moving stock with hit titles from our range instead.

We’re also launching international distribution. Our first titles have now reached international markets, and we’re opening up further distribution channels to publishers within our range. Finally: how does Zatu Publishing sound? That’s all I’ll say for now!

Nicely teased! Always a pleasure Rob. Let’s chat again soon.

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