Making New Players Is Easy
In February, two women stopped into Logigames in Carcassonne, France.
They'd first encountered the store at a comic fair four months prior. Owner Laurent Pecal gave them a warm welcome and a smile, and suggested they try Magic. They sat down in the learn-to-play area, played their first games, and left with their Welcome Decks and an invitation to return.
It may not be the most thrilling story, but everything you need to know about drawing new players and keeping them is contained in those four sentences, and Logigames is proof: any player that joins their first event at Laurent's store has a 70% chance of returning for a second.
Let's break it down:
They'd first encountered the store at a Comic Fair four months prior.
Creating new players starts with creating opportunities to do so. These new players' first step in Magic's direction wasn't when they sat down to play; it wasn't when they walked into the store. It was when Laurent joined a local comic fair.
Community outreach is challenging, resource intensive, and time-consuming. But it's crucial if you’re going to maintain and grow your Magic community over time.
Owner Laurent Pecal gave them a warm welcome and a smile, and suggested they try Magic.
For those of us who've been around Magic for years, it's easy to forget how arcane it can appear to the uninitiated—especially in-store Magic. If we're going to acclimate new players to the game and the in-store experience, we'll need to do some hand-holding.
A little basic customer service—a pleasant greeting and some direction—can make all the difference.
They sat down in the learn-to-play area …
Acquisition is a priority for Laurent, and rightfully so. To guarantee the smoothest possible introduction to the game, he has a designated learn-to-play area at the ready with playmats, dice, tokens, and simple instructions with notes on the parts of a turn.
If you don't have Welcome Decks on hand for tutorials, please reach out.
…and left with just their new Welcome Decks and an invitation to return.
In other words, this wasn't a sale. But Laurent isn't sweating it. If he did his job, they'll be back.
All the time spent with a customer is valuable time. It’s an investment. It doesn’t always pay off straight away, but it can in the long term. So long as he keeps creating opportunities, guiding new players toward Magic, and offering a smooth introduction to the game, Laurent expects to continue his success.
It's a simple model, but a powerful one, and well worth emulating.
Store Stats: Cybercafé Logigames
- Location: Carcassonne, France (pop. 47,000)
- WPN Level: Advanced
- Age: 6 years
- Size: 900 sq. ft.
- Website: Logigames on Facebook