Ross Thompson—Real-World Marketing, Influencer Strategy, and Building Community That Lasts (#102)
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In this episode of Think Like a Game Designer, host Justin Gary sits down with Ross Thompson, a veteran in the tabletop game industry with over 15 years of experience in community building, event leadership, and marketing. Ross shares his deep insights on creating meaningful, intentional gatherings—both online and in-person—that foster genuine connection and professional growth. From organizing the popular Tabletop Games Jobs Board to hosting large-scale industry parties at Comic-Con, Ross emphasizes the power of purpose-driven events, inclusive environments, and the importance of moving beyond digital noise to prioritize real-world interaction. He also discusses the critical role of discoverability in today’s saturated market, advocating for a strategic blend of educational and entertainment content, influencer partnerships, and brand pillars to build authentic marketing campaigns. As a member of the Gamma board, Ross highlights how professional organizations can serve as vital hubs for networking, mentorship, and resource sharing. The conversation culminates in a powerful reflection on the enduring value of physical spaces, human connection, and brand authenticity in an increasingly digital world.
Intentional, purpose-driven events—whether in-person or online—build stronger communities than passive social media engagement.
Discoverability is the biggest challenge in the tabletop industry; success comes from strategic content mix (education + entertainment), brand pillars, and authentic influencer partnerships.
Physical spaces like game stores and conventions remain vital for connection, especially as digital fatigue grows and people crave real human interaction.
Marketing success isn’t about budget—it’s about alignment: knowing your brand, your audience, and what’s authentic to you.
Professional organizations like Gamma offer invaluable tools (directories, forums, events) that help creators and companies navigate the industry with greater visibility and support.
Introduction to Ross Thompson and the Power of Community
“I just like bringing people together. I think it's very fun.”
Building In-Person Events with Purpose and Structure
“Having it at a brewery is cool because the Ballast Point Little Italy... is disconnected from the swirl of downtown. So if you're there, you are present and you are there.”
The Role of Sponsorship and Professionalism in Community Events
Ross explains how to balance sponsorships with event integrity, using examples from his Comic-Con party. He stresses clear communication with sponsors, maintaining community trust, and using sponsorships to support the event without compromising its purpose.
Gamma: A Hub for Industry Connection and Growth
“Being a part of that directory is great. Instead of just going on social media and shooting your shot... you can actually reach the right person.”
Solving the Discoverability Challenge with Strategic Marketing
“The most important part of marketing is that the beginning when it comes to product. It’s word of mouth.”
“In-person interactions are going to double down... this ability to get together and have like physical gaming and connections. And, you know, just the human interaction that is irreplaceable is going to become more and more valuable.”
“The most important part of marketing is that the beginning when it comes to product. It’s word of mouth.”
“Having it at a brewery is cool because the Ballast Point Little Italy... is disconnected from the swirl of downtown. So if you're there, you are present and you are there.”
Host
Guest
Ross Thompson
person
Justin Gary
person
Gamma
organization
Comic-Con
other
Atomic Mass Games
organization
Tabletop Games Jobs Board
organization
Ascension
media
Gen Con
other
Exploding Kittens
media
Ballast Point Little Italy
other
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