“Selling games? Cover art is one of the most important parts.” says Amigo’s Alessandro Montingelli

Alessandro, welcome back. We spoke earlier in the year about how you like people to pitch ideas to you at Amigo. People can read that here. I also wanted to discuss, however briefly, your thoughts on game packaging. It’s something about which you feel passionately?
Yes, definitely! I think cover art is one of the most important parts of a game when you’re selling it. At Amigo, we take cover art very seriously. When board gamers walk into a store, they usually have a clear idea of what they want to buy. Maybe they’ve played a game at a friend’s house, or heard about it from a fellow gamer, or seen it online…

Right. Watched a review show or seen it advertised…
Exactly. They might even have seen it at a game fair. So board gamers tend to know something about the game before they buy. For Amigo, however, we’re more interested in families that walk into a store. They probably don’t know the words ‘set-collection’ or ‘worker placement’… They’re just looking for a fun, easy-to-learn game that everyone in the family can enjoy at home or at the beach or on vacation.

So they’re not shopping with product knowledge; they’re just looking for something that they hope will be fun. And that means that the way the game cover looks becomes extremely important. Even before they pick up the box, we want them to see the cover and immediately be curious. We want them to think, ‘That looks interesting’ or ‘That looks cool’ or ‘That looks cute’. Ideally, the customer will think, ‘That’s exactly what I’m looking for!’ even if they have no idea what the game’s about… Maybe the kids will literally point and actually say, “Mum! Get that one with the cute beaver!” or whatever.

That’s my kind of level! So the cover art in store is like the first part of a sales pitch…
Exactly. And in the same way that game designers shouldn’t waste their shot when they give a sales pitch, we shouldn’t waste our shot in the store! When someone walks by, we have only a moment to grab their attention. That’s what the right cover art does; it starts to sell something to people in the right way and right away! I’ve learned in my product-design studies just how important that first impression is.

And that’s worth mentioning, isn’t it? That you’ve done enough sales to have some insight?
I think that I’m pretty good when it comes to selling things to people. It’s definitely a skill you can learn – and I continue to learn every day. If you can sell well, you can sell people anything – but I only want to sell things that I’m sure will bring value to the people who buy. I want them to enjoy the entire experience: from purchasing the game and opening it up to learning it and playing it. Cover art plays a big role in the overall enjoyment and so does the overall aesthetic of the game. I’d say titles like Everdell sell well partly because of the art – which is not to downplay the mechanics of the game. Everything hits the right spot.

Fantastic… I’ll put a picture of Everdell in here so people know what we’re talking about. Sounds like we’re on the same page, though: I often say the front of the box should grab attention, the back should sell the game and the rules should explain it. I’m curious then, Alessandro: do you have input into this at Amigo?
I do have some input at Amigo. As game developers, we’re in charge of the entire project management. We’re the people talking to the illustrator, and the conduit between the illustrator and the graphics department. So there’s a lot of information going back-and-forth; a lot of opinions flowing into one bowl! That’s where balance becomes really important.

I say “balance” because every department has its own perspective of what the cover has to transport and be like. I do feel that publishers should consider how the art for a game is finalised. There has to be a reason behind it… It can’t just be random artwork thrown on a box; it has to support the game’s identity and purpose.

Right! In fact, you might be interested to hear about something that Courtney Wood does that really intrigues me…
Courtney Wood?

Sorry, Courtney Wood: Bubblegum Stuff… A gift company that does some interesting games. People can read interviews with Courtney here and here. Courtney sometimes has two or three game-packaging options on his stand. He’ll use a consumer show to canvas opinion and help him make a final decision!
Interesting! I find that approach to be quite innovative…

Right?! I’ve got a lot of time for Courtney. And for you, Alessandro! Thanks for joining me for another chat.
My pleasure. Thanks for having me back.

Not for the last time, I hope! Thanks again.

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