Board game influencer agency | Midnight Agency
We get your games played by creators whose communities actually listen to them. Publishers, distributors, emerging studios: we support you from selecting the right profiles to reviewing sales results.
Midnight Agency, your board game influencer agency
Midnight Agency is a board game influencer agency based in Lyon. We work with publishers such as Gigamic (Lumios, Ipso) and Flip 7 to raise awareness of their games online and drive purchase intent.
A board game is best understood when you see it being played. Our job is to find the creators who can show it off — with family, friends, as a couple, or at a games night.
Our influence
Influence strategy for game publishers
We start by getting to know your game: who it’s for, how long a session lasts, and what sets it apart from the rest. A party game calls for a very different approach than a family game or a hobby game.
We then align the campaign with your calendar. In the board game world, a large share of sales happens between October and December. Launches, trade shows, and award nominations are also prime moments to get your game noticed.
Influencer campaign management
We handle everything: creator sourcing, negotiation, contracts, box shipping, and publication tracking.
We give creators time to actually play the game before they post. A video filmed after several sessions is more authentic — and more persuasive — than an unboxing shot on the day of delivery.
Content creation and UGC
The formats that perform best are straightforward: rules explained in 30 seconds, a session filmed with real reactions around the table, a challenge thrown out to the community.
We also produce UGC videos you can repurpose in your ads, on your product pages, or with your retailers.
Analytics and reporting
We track the metrics that matter to you: views, engagement, clicks to your points of sale, and promo codes redeemed. You receive regular updates throughout the campaign.
At the end, a clear summary: which creators drove sales, which formats performed best, and what we would do differently for your next release.
Our methodology
We assess your game, your audience, your competitors, and your current social media presence. Together, we set measurable goals: brand awareness, online sales, and retail sales.
We identify creators whose audience matches the players you're targeting: families, friend groups, couples, and passionate gamers. We verify their statistics and the quality of their community, then handle negotiations and contracts.
Each creator receives the game, a clear brief, and the time to play it. They keep their own voice. We review the content before publication and align the dates with your key milestones.
We monitor results throughout the campaign and adjust as needed. At the end, you receive a detailed performance report and our recommendations for your next launch.
Our Work
FLIP 7
Objective:
Brand Awareness – Sales
Influencer marketing
Family and lifestyle creators
LUMIOS (GIGAMIC)
Objective:
Brand Awareness – Sales
Influencer marketing
Launch campaign
IPSO (GIGAMIC)
Objective:
Brand Awareness – Sales
Influencer marketing
Launch campaign
Our influencer campaigns for board games
Brand awareness campaigns
To introduce your game or publishing house to players who don’t know you yet. We work with family, lifestyle and humor creators, using formats that travel well such as TikTok challenges.
This is the right option for a game that’s launching or a publisher arriving in France.
Game launches
For a release, we send the game as an exclusive preview to a selection of creators. They have time to test it, and the videos go live the day the game hits store shelves.
We can complement this with gaming evenings among creators or a presence at trade shows, to gather content filmed on location.
Engagement and conversions
When the goal is to drive sales, especially before Christmas, we set up promo codes, tracked links to your retailers and contests with games to be won.
We select creators whose community actually buys, not just those with the most followers. You know exactly how many sales each creator generated.
Why choose Midnight Agency as your board game influencer agency?
Because we know the industry. We have supported several publishers, and we know that a board game doesn’t sell like a beauty product: you need to show a game in progress, genuine reactions, and the atmosphere around the table.
We also know that the best creators aren’t necessarily those with the most followers. A family that plays every Sunday with a small, loyal community can drive more sales than a large account. Our briefing method gives each creator the freedom to present the game in their own way.
Midnight Agency is a small team. You speak directly with the people running your campaign, and you see all the results — good and less good.
