You won't find any SimplyFun games in local stores or even at online retailers. Instead, SimplyFun is taking the path Pampered Chef has taken with cooking utensils -- in-home parties hosted by SimplyFun's consultants, who are paid a commission on games sold.
Run by Gail DeGiulio -- a former vice-president at Wizards of the Coast -- and affiliated with Uberplay -- publisher of games like New England, Hoity Toity, High Society and Desert Oasis -- SimplyFun is company to watch for.
DeGiulio's experience and enthusiasm are as strong as the business model is unorthodox for the game industry.
SimplyFun, which officially launched on Dec. 13, 2004, has consultants in more than 18 states and an aggressive plan to grow quickly. Recently, DeBiulio took some time to answer a few questions for us.
You're a former vice-president for Wizards of the Coast. When and why did you decide to leave Wizards?
I joined Wizards of the Coast in 1996 as vice-president of marketing. After being at Wizards for 10 months, I advocated for a mass market product group to expand the Wizards brand, and moved into the role of vice-president of mass market games in 1997. I left the company in the Fall of 1998. I thoroughly enjoyed working at Wizards, but I wanted to spend more time with my children.
How long had you been thinking about the concept underlying SimplyFun?
Since 1998.
What are the biggest challenges you see in implementing an entirely new way of distributing games?
The biggest challenge in any new business is to stay focused and execute well. We have so many creative ideas, to ensure our consultants are successful in reaching their personal and professional goals through a plethora of unique original games from leading designers.
As long as we stay focused and true to our mission to promote the importance of play, our SimplyFun consultants will be successful.
You started with six exclusive games, and have announced plans for another dozen games to be published by August 2005. That's a very aggressive schedule. Are you concerned about biting off too much too quickly?
You're right, it's a very ambitious plan. Our head of product development, Jeremy Young, has practically been living at our offices!
Many traditional game companies release only one new game a year -- if even that many, and we plan to increase our product offerings by 300 percent in six months. And not just games, but a complete product assortment ranging from card, board and party games, puzzles and other products for ages 3 and up.
Our consultants are our number one priority and their customers are asking for these products. And we aim to deliver!
What market are you trying to tap into with SimplyFun's distribution model?
The human race. :) Seriously, our company is all about mission. Did you know that the United States has less leisure or vacation time than any other industrial country? Amazing. We want to encourage people everywhere to build into their daily or weekly routine time to just play. To turn off the distractions and tune into 30 minutes a day (or week) to purely reconnect with some good old fashioned fun, game entertainment that does not require electricity.
Plato said, "You can discover more about a person in an hour of play than in a year of conversation." How true! We really are inviting families, couples, and friends to rediscover the people in their life and together through a SimplyFun party and our great games.
Some Uberplay games -- specifically, Manga Manga, Oh Pharaoh and Spy -- are now listed on SimplyFun's web site. Do you expect to offer more non-exclusive games through SimplyFun in the future?
Manga Manga, Oh Pharaoh and Spy are no longer offered in retail distribution from Uberplay. With these games, there are only a few of each left at retail distribution.
As you pointed out in your previous question, producing heirloom quality games that have great play value takes time. Our consultants wanted new products in March. These three games were perfect for SimplyFun, as they are simple to learn and fun to play.
How many consultants have signed up so far? Has that number met your expectations?
SimplyFun launched on December 13, 2004. We have a great group of consultants who believe in our mission. As a private company we do not disclose our sales, revenue or consultant numbers. I can tell you that our consultant numbers have exceed our expectations and we have consultants now in 21 states.
This interview continues with DeGiulio's thoughts on SimplyFun's parties, choosing games to publish, and more.
