Some time ago I read Derek Thompson’s MeepleTown post (part 1, part 2) where he interviews Dominic Crapuchettes about his games and breaking into mainstream. Here’s a quote:

After [listening to us pitch] Wits & Wagers, the [Target] buyer was very interested – he said, “This was probably the most unique game that has ever been pitched to me. This is something I would like to play. But here’s my problem: If I carry it, it won’t sell. Here are the only things that have sold, based on my experience: One, a Hollywood license. Two, a 2+ million dollar television advertising campaign. Three, a recognizable brand name, because it’s been built up for 3-5 years in other channels, and it’s sold at least 100,000 copies previously. Those are the only three types of games that sell at Target.”

So, does this mean that you can’t break into mainstream without being, well, mainstream? (more…)