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Social features in hybrid board game marketing material

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review


Original languageEnglish
Title of host publicationProceedings of the 14th International Conference on the Foundations of Digital Games, FDG 2019
EditorsFoaad Khosmood, Johanna Pirker, Thomas Apperley, Sebastian Deterding
ISBN (Electronic)9781450372176
Publication statusPublished - 26 Aug 2019
Publication typeA4 Article in a conference publication
EventInternational Conference on the Foundations of Digital Games - San Luis Obispo, United States
Duration: 26 Aug 201930 Aug 2019


ConferenceInternational Conference on the Foundations of Digital Games
CountryUnited States
CitySan Luis Obispo


This paper identifies 7 key social features which appear in the marketing and promotional material of hybrid board games. The features are identified by exploring sources such as game websites and game boxes of 13 hybrid board game products. The material is analyzed in order to determine how social features related to hybrid game features are presented. As a result of the analysis, it became apparent that there are certain key social features which are presented as being important to players. The knowledge generated in this work acts as a view to how the industry sees hybridity in games as a tool for supporting social interaction, and how the industry wants to message it to consumers when they explore promotional material. The identified key social features can also be used as design knowledge for developing new games, as they give insight into popular social features in hybrid board games.


  • Board games, Design, Hybrid games, Marketing

Publication forum classification

Field of science, Statistics Finland