A Surprising Opinion About Promos (and Game Store Customers)

Дата публикации: 06-08-2026 19:27:12

I follow Games Unlimited PGH (@gamesunlimitedpgh) on Instagram, and Kylie frequently offers really helpful retailer perspectives for publishers to consider. One of his recent videos (actually a repost from a few years ago) was both surprising and insightful in a few different ways, as Kylie reveals that he–a very successful retailer–does not like promos. Even […]

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I follow Games Unlimited PGH (@gamesunlimitedpgh) on Instagram, and Kylie frequently offers really helpful retailer perspectives for publishers to consider.

One of his recent videos (actually a repost from a few years ago) was both surprising and insightful in a few different ways, as Kylie reveals that he–a very successful retailer–does not like promos.

Even as a publisher that doesn’t make promos (it was something we tried up through Scythe’s release in 2016 and then stopped pursuing), I was really curious to hear his reasons. Especially since a survey I ran of retailers in 2017 indicated that 79% of friendly local game store (FLGS) owners liked promos at the time.

Kylie’s reasons are:

• A lot of publishers send promos to his store, but it takes a lot of work to match them with the game (stores juggle a lot of different games, and promos aren’t always labeled well).
• Many promos just end up in a general bin, making them hard to find and difficult for store employees to remember to pair with a game.
• “A large part of our customers are not actually gamers,” so the idea of a promo is confusing to them. (This revelation was particularly interesting to me. Who are the majority of people who shop at local game stores, if they’re not into games?)
• Even a well-meaning, FLGS-focused publisher who tries to encourage customers to go to a game store using promos as an incentive can actually create an awkward situation if the retailer doesn’t have or can’t find the promo for the customers.

Kylie concludes by simply asking publishers to put promos inside the game box. This seems viable in most cases: Even if you make a special promo card for an existing game to offer at a convention, a content creator, or any circumstance, you can include it in future printings of the game.

I really like that Kylie ends with this: “We’ll do the work of selling your game because it’s awesome, not because we have some rare or exclusive promo.” That 100% echoes my beliefs about actively welcoming people into our games instead of using FOMO/exclusivity tactics.

What do you think about this opinion about promos?

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Also read:

• The Current State of How We Work with Local Retailers (2025)
• Evergreen Games: What Do They Have in Common?
• How We Sell Some Inventory Directly to Local Retailers
• What Do Retailers Really Want?

If you gain value from the 100 articles Jamey publishes on this blog each year, please consider championing this content! You can also listen to posts like this in the audio version of the blog. 

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