What’s in Store is a column focusing on game store ownership and the challenges of thriving in a unique retail environment, written by Jay Mason-Grant, owner of Black Knight Games in Hamilton, Ontario (Canada).  This week Mason-Grant talks about how to utilize your gaming space.
 
Store owners always struggle with how much space to dedicate to gaming.  It’s a tough question because commercial space is expensive, and every inch you dedicate to gaming tables is space that you could stock with product.  So, when you have dedicated a space to gaming, it’s important that it be utilized well.
 
Before deciding how to utilize your gaming space, understand your purpose.  The main reason for any gaming space is to encourage customers to play games, resulting in sales and excitement.
 
Demo Game Space takes up very little room, and is often set right in the shopping area.  This space can be used to demonstrate how to play, to set up short and fun games to occupy customers, and to showcase new games. 
 
Tournament Space tends to take up much more room because to run a good tournament you need at least enough room for 16 players, hopefully even more.  Tournament space is ideally separated somehow from the shopping area in order to prevent the players and shoppers from feeling like they are stepping on each other’s toes, although this is not always possible.  Tournament Space will result in players hanging out longer, provide room to run events, and can result in secondary sales on things like drinks and snacks.
 
Private Gaming Space takes the form of separate rooms for smaller gaming groups.  Private gaming space can be a nice addition, as it keeps the noise from the shopping area and that of the gamers apart.  It tends to be favored by those playing RPGs, but is also useful for board gaming and miniature gaming.
 
But, How Do I Choose?
Even if it is only at your front counter I highly recommend demo gaming space in any store.  It takes up little room, and provides an unparalleled opportunity to show off the product.  It is an excellent tool for staff to use when attempting to engage customers, as nothing breaks down barriers like playing a game.
 
Tournament Space can be one of the most important aspects of a store.  If you are prepared to run gaming events regularly, and have the capacity, tournament space can be extremely beneficial.  However, if you just leave it as ‘open play’ it is unlikely to ever pay for itself.  If you create a space of tables to run tournaments, make certain to schedule as many events and game nights as possible.  There shouldn’t be a single evening off in your schedule if you want to maximize the return on the space.
 
Private gaming space is the hardest of the three to use effectively.  It can be nice to have but unless you have several rooms, or additional tournament space, it won’t allow you to run many events.  Some stores charge for private rooms, which works only if you create demand for it.
 
Regardless, Make it Nice!
Ultimately it comes down to what you can afford, and what your goals for the shop are.  Regardless of which types of gaming space, if any, you choose to dedicate make sure they are visually appealing.  Don’t just throw some old folding tables and chairs into a dingy room.  Remember that this gaming space is where customers will be spending their time learning to love games.  Whatever you do, remember to make it comfortable and clean.  Throw some paint on the walls, have cool gaming-art posters plaque-mounted or framed, or decorate in some other unique way.  It won’t be overly expensive to do a decent job decorating the place, and it will go a long way towards making your store feel like a place people want to spend their time (and eventually money) in.
 
Gaming space can be a wonderful and profitable addition to a store.  It generates excitement in your products, which results in more sales.  It draws customers when you host events.  It can result in direct income in the form of membership fees or event entry fees, and indirect income from the secondary sale of snacks, drinks, and gaming materials like dice and templates to be used that day.  But, space needs to pay for itself, either directly or indirectly.  Make certain to choose the best space for your store, utilize that space well, make it look nice, and you will have the Perfect Gaming Space.
 
The opinions expressed in this column are solely those of the writer, and do not necessarily reflect the views of the editorial staff of ICv2.com.

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