Sälenspelet: From idea to 2,500 games sold

01 CONTEXT

A local card game idea had to move from prototype to a product people would pick up, understand and bring home from Sälen.

02 INSIGHT

The strongest advantage was not complexity. It was recognition: the shared places, rituals and stories that make a destination personal.

03 IDEA & RATIONALE

We positioned the game as a piece of Sälen to take home: easy to understand, social by design and rooted in local culture.

04 PRODUCTION

I led positioning, launch communication, content, retailer outreach and the practical sales materials needed to move from attention to shelf space.

05 RESULT & LEARNINGS

2,500 games sold and 265,000 SEK in revenue through direct channels and around ten retailers. A specific story can create broad demand when distribution and brand reinforce each other.