Consider this scenario: You’ve published a game, and you have multiple versions of the game in stock (standard, deluxe, Collectors, fancy add-ons, etc). You want to continue to market and support the game. Which version do you send to reviewers?
My short answer is: Showcase the deluxe components (clearly labeled as deluxe) with full transparency on your platform so people can decide if that’s what they want, but only send the standard version to reviewers.
The reason is customer-focused clarity. If a reviewer isn’t crystal clear (vocally and graphically) that the components they’re showing are deluxified, some customers will assume they’re looking at standard components and will be confused, dismayed, and frustrated when they buy the game and don’t find those components in the box.
The key for me is that the customer comes first. When I send games to reviewers, my goal is to help potential customers decide if the game is a good fit for them. As part of the unbiased nature of reviews, I have no control over the content that reviewers create, and if they’re not careful to delineate standard from deluxe components, a video showcasing deluxe components will inevitably mislead some of those potential customers.
I understand that like any other gamer, many reviewers like deluxe games. There is nothing stopping a reviewer from backing or buying the fancy version of a game and featuring it in their content. When they do, I really appreciate that some reviewers go out of their way to make it abundantly clear when they’re showcasing non-standard components:
- “Includes Deluxe Components” (or something to that effect) in the title of the video
- A timestamped and labeled section in the video when the deluxe components are highlighted (and otherwise they aren’t shown)
- Whenever deluxe components are shown, the reviewer mentions them out loud and adds a graphic to the screen (for those who are watching with the sound off) indicating that deluxe components are on display
Implementing those measures offers clarity to the audience a content creator is serving. I think these are great practices when showcasing any non-standard components (including those bought from third-parties)–a quick mention at the beginning of a video or post isn’t enough.
Keep in mind that video reviews aren’t just for right now: They’re online forever! Someone watching your review a few months or years in the future won’t have the context of backers closely following a current crowdfunding campaign.
What do you think? This topic is on my mind both because a reviewer recently asked for my thoughts on the topic and because we’re getting ready to send advance review copies of Expeditions–the standard version, not the Ironclad Edition–to reviewers!
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Also read:
- Our Current Approach to Board Game Reviewers and Content Creators (2023)
- The Deluxe Dilemma
- Lessons Learned from Simultaneously Printing a Collector’s Edition and a Standard Edition of Red Rising
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24 Comments on “Standard vs Deluxe: Which Version to Send to Reviewers?”
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[…] this year I clarified in an article the reasons that we only send content creators free copies of standard versions of our games (even […]
As a reviewer my focus is on the gameplay. I still cover components and their quality in a section and also mention if I am playing with non-standard components or with a specific edition.
Regarding Stonemaier Games I did review Red Rising (Collector’s Edition) and also Scythe and Libertalia with metal coins I bought in addition. In all cases, these components are clearly mentioned, but only in short sections.
The question for me would be what the focus of a review with different editions should be? Sure the components are part of the product and I will mention, both positive and negative aspects. If you as a publisher would expect more focus on components, I think the reviewer would need to have access to all editions or components, thus also putting more focus and these differences. With this also price would be something that needs mentioning. Are the deluxe components worth the added price?
I think it is easier to go to the stonemaier page and have a look at the description and photos presented here, than expecting to highlight these component differences in a review.
Another publisher recently offered me the choice between standard and delxue edition to review one of his games. After talking to them, that I would be perfectly happy with the standard edition, I only went with the deluxe edition, because it had components for a higher player count.
Bottom line for me: A deluxified edition is nice, but is not really necessary for me as a reviewer.
My wife and I enjoy delux versions on games we really play a lot. However, I don’t like looking at reviews of the deluxe versions. Only because I won’t be able to assess the quality of the components in the version I’m 80% likely to purchase.
I think it is lovely to see and play with delixe components but I think it is important to show gamers and potential purchasers that a game is an enjoyable and “full” experience without the upgraded parts. Red Rising is a great example: whilst the metal tokens and card stands and other enhancements are wonderful, the game works brilliantly and just as expected without them. There is nothing missing by playing the regular retail version – it is a complete and really satisfying play. Investing more in extras on top is personal preference and something that can be thought about after deciding if the game is right for you or not.
I agree with a lot of what has been said. As a consumer I want someone else’s opinion on the deluxe version to know how “deluxe” it really is! Then as a reviewer, I want to make sure that my audience knows what they should expect if they got the standard and what specifically is different with the deluxe version.
Again as a consumer if I watch a video and they have the deluxe version I am unsure what exactly is the deluxe part and what is the standard. So I could see a benefit of sending both versions to a few creators so they can present the differences.
But this is a hard line to walk, I agree because it’s so easy to get confused if everything is presented up front!
Hi Jamey :)
As a collector, I would say that it is always better to have a collection with games with the best and most improved components. As a reviewer, I do not understand that this is the case, otherwise we would be favoring a position that, in itself, should be considered a privilege. It is thanks to board game analysis that I have the collection I have today and the possibility of trying so many and varied games. The experience that a reviewer must have must be acquired through vast experience in the game and not by the game components that he has on the shelf, because knowledge does not come with improving the components. In my opinion, improved components is just a bonus. I won’t say the opposite if the deluxe content is game components (one more board; more cards; different rules…). In this case, I am of the opinion that the reviewer should give all the information to the future buyer so that he can also analyze this content, emphasizing that it is not found in the base version of the game.
I think it would make sense to send out the deluxe version if the game included addtional material that would add to the gameplay. In the case of Explorers, the deluxe version only alters the visual experience of the game, through the metal mechs and the numbered box. I don´t think that not getting a deluxe version of the game, would prevent the reviewer from having a full experience of the game and make a difference in producing a quality review of the game.
On the other hand, nog being a board game reviewer myself, I don’t know how crowded the market is for reviewers. I am not sure if you send out unsollicited copies of a game, but for a product like Expeditions you might plan to do that. If a board game reviewer does get a large amount of board games to review each month, sending out a deluxe version version of a game might create more interest in the game. (the metal mechs might intrigue the reviewer so he would prioritize it to put it on the table). It could reinforce the fact that this is one of the most important titles that are released this year and they lose out by not reviewing this game.
I think there is a relational element that you could benefit from with your reviewers, if you send them the deluxe version of the game as a way of thanking them for their continued support.
I think there is a real sweet spot by creating a situation that not only puts the customer first, but builds great relationships with your reviewers as well. This is where you go from ‘good’ to ‘great’.
Jan: I agree with what you said about the gameplay experience being the same.
We actually don’t send out solicited reviews at all–rather, I reach out to reviewers when I have copies available, and they can either accept the copies or say they’re not interested/available.
For Red Rising, I think I did send out a few Collector’s Editions to reviewers, and I asked them to make it very clear that they were showcasing an enhanced version of the game. That did actually seem to go over fine.
I don’t like deluxe versions in the first place. They seem to be yet another upselling technique. They’re also available during short period of time and unavailable for those that did not catch it in the first run(s) or often also not localised into other langs (yes, I’m looking at you, Expeditions Ironclad ;-)). I prefer eg Frostpunk way, you have a base game and then premium content available via extensions/add-ons. Also, comparing what different versions contain – especially if they’re crowdfunded and you have separate retail versions – is sometimes a nightmare.
Interesting flipside of this is that sometimes I am watching an early playthrough / preview / review and have heard “this is an early version or prototype of the game and the shipped game may look different.” This is generally present on kickstarter games but I follow very few of them. I generally don’t mind that what is being shown doesn’t look like what I would get because look and feel is not the most important factor in my decision (though it is still a factor, I am only human after all). However in this case the shipped game looks better than what I previewed so it’s easy to say that.
The only time I’ve been thrown off by media of a deluxe game was “In the Hall of the Mountain King.” I bought it much later than it came out and all the pictures I saw were of the kickstarter edition, so I was a little surprised when I saw the retail version’s components. But it was only a very brief knee-jerk disappointment that quickly wore off because it occurred to me I was probably seeing kickstarter pieces and I was so happy with the game it didn’t bother me whether I was using cubes or shaped pieces.
Incidentally I now have the upgraded pieces after backing the game’s sequel on kickstarter, but it was the tray I really wanted, the rest is just nice.
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This was coming from my (admittedly) limited exposure to kickstarter and the fact I had some hobby experience. There are a bunch of pitfalls for someone outside the hobby mindset. For example if I put Ares Expedition on my wish list I need to make it very clear that I want the real deal, not the Target version without the dual layered boards. I imagine if there was a deluxe version of Wingspan some of the deluxe bits could get mixed up in mainstream media which for a game that has a lot of wide appeal could lead to some confusion.
This is a tricky situation.
I think I might have a high-quality picture taken of all the different deluxe components….one each. A close up Maybe each deluxe piece is positioned next to the standard counterpart. Maybe not.
But, I would have written at the bottom whatever wording would relay the message that “YOU ARE WATCHING THE STANDARD VERSION BEING PLAYED, BUT THERE IS A DELUXE OPTION.”
Each reviewer usually have a corner of the screen where they place pictures…and you could ask that they include this in their review….at the beginning of the video and maybe the end. If they can verbally highlight the point, as well, all the better.
Other than this, I would never send a deluxe version. I would gladly lose deluxe sales before upsetting one customer due to a misunderstanding.
Just my initial thoughts…
karl
😀
I agree that you should showcase your deluxe version. Promote your game that has a higher price point. This will increase your sales revenue.
It depends on one’s goal, Robert. My goal isn’t to increase sales revenue–my goal is to serve customers in the best way possible.
What if you sent some of each? Default to the standard version, but make one or two copies of the deluxe version available by request to reviewers you have a history/relationship with and that you really trust to make it clear to viewers?
Would this make some reviewers mad or feel like favoritism? Maybe – do they have to send the review copies back to you when they are done? If not, maybe you could send one of each to some reviewers and they can showcase the deluxe version but have to send it back and can only keep the standard edition. Just brainstorming here.
I think it could be valuable for sales to have someone showing off the deluxe version, but you’re right about avoiding confusion.
It’s certainly possible to do that, but it’s just very difficult to avoid confusion unless a reviewer is fully committed to avoiding it (doing things like what I suggest in the post above).
I got annoyed when I see a review of a game with deluxe components that are not part of the standard edition, even if the reviewer is clear about that. Even worse is when it is a Kickstarter edition that is not available at retail. It is fine if they show the different components side by side, but in some cases they don’t have the standard components or they are unsure what comes in the standard edition.
I can understand that frustration, Kenneth, especially if the deluxe version of the game is no longer available.
Hey Jamey! I’d agree and say that typically a standard edition is a good fit for review sake. Most reviews you want to have focus on gameplay and, if at all production, the production of the standard (serving most of your customers). I do think intentionally connecting with a few creators and making both standard and deluxe components accessible, with a clear goal for a review showcasing in part standard vs deluxe can be nice as well, as some customers would like to be able to see both together in deciding which product is for them (or even being made aware a fancy schmancy product exists). I don’t think this in any way needs to be standard practice for all reviewers, but on a limited scale with inention is beneficial to both you and customer.
Thanks for sharing your perspective, Carley! If content creators are willing to be really careful and intentional about the difference between standard and deluxe components, I’m open to that as a publisher.
I am not sure if it is possible, but another option for this might be sending a sample of the deluxe components to those few specially-chosen reviewers (such as one of the metal minis.)
This isn’t a great solution for all scenarios and can still lead to questions like “what is the box size difference?” and “how is the insert?”
That’s a good point, Jamie–sometimes that is an option.
I think this is good to think about. I appreciate how thorough and clear you are with information but the same can’t be said for other designers and publishers in a world of kickstarter with many editions and add-ons. Sometimes I’ll watch a review with deluxe components and even if they mention that they have a deluxe copy and it may be different, they never really go into detail beyond that so I never to what is advanced, what isn’t, etc. The base game should stand on it’s own in a review and your games look beautiful regardless of which version it is so I would stick with the regular and hope they direct the viewer back to yo website which clearly explains the other versions available.
Justin: I agree that it’s a lot of information for customers to juggle, even for those looking at our website.
I think that some campaigns are so complex that even reviewers don’t really know what belongs where. Different levels, retails versions, non-exclusive stretch goals, exclusive stretch goals, free add-ons, paid add-ons, etc etc It’s sometimes crazy.