Trio of board game industry veterans launch full-service agency Best in Play

A trio of veteran board game industry professionals have launched a new tabletop gaming agency, with the aim of helping businesses within the hobby get their games developed and into the market.

Hues and Cues designer Scott Brady, Sagrada co-creator Daryl Andrews and Friendly Skeleton CEO Jacob Way said Best in Play will offer everything from interim executive leadership and designer representation to publisher submission management and crowdfunding strategy.

Brady said, “Best in Play was created to bring together people and opportunities that should already be working with one another.

“Great intellectual properties need the right designers and publishing partners, designers need better access to decision-makers, and companies sometimes need experienced leadership without the time or resources required to build an entire department.”

Best in Play says its five core service areas comprise IP matchmaking, crowdfunding consultation, interim replacement of key personnel, publisher-inventor relations and identifying publishers and licensing opportunities for individual games, multiple projects or designer catalogues.

The company announced at launch that it has already been hired as a consultant for an unspecified US-based “creator-brand merchandising and e-commerce company”, providing senior-level leadership and games-industry expertise while the client continues its search for a permanent head of games.

Best in Play said that project will run the gamut of product development, licensing, publishing, production, crowdfunding and portfolio strategy.

Andrews said of the assignment, “An important initiative should not lose six months of momentum because a key role is temporarily vacant.

“Our model gives clients access to an experienced team that can step in quickly, evaluate the situation and keep products, partnerships and internal teams moving forward.”

The company is also working on a tabletop project based on an unnamed “major video game intellectual property”, with a crowdfunding launch planned for early 2027.

Way said, “A recognizable property may attract attention, but a successful crowdfunding campaign still needs the right product, positioning, audience strategy and operational plan.

“Our goal is to build campaigns that respect the fans, communicate value clearly and create a foundation for success beyond the initial launch.”

As well as the founding trio of managing directors, the Best in Play team also includes strategic contributors David Gordon, the co-creator of Finspan, Eastar Game Manufacturing founder and CEO David Du, Legend of the Five Rings: The Card Game co-designer Erik Dahlman and Daniel Pesante.

The launch comes hot on the heels of Brady having unveiling his new publishing initiative Proof-of-Play late last month, which is designed to tackle one of the tabletop industry’s growing challenges: promising games sitting unpublished because publisher release schedules are already full.

Brady previously launched his development studio A Game Studio at the start of 2024, following the 2020 release of the big-selling Hues and Cues and the success of his cat-themed abstract strategy Boop in 2022.

He is also the co-founder of Play to Z, the publishing house led by former Z-Man Games founder Zev Shlasinger launched by a host of board game industry veterans in 2023.

Fellow Best in Play managing director Daryl Andrews is best known as the co-creator of award-winning tabletop game Sagrada, while his other co-designs include Batman: The Dark Knight Returns – The Game, Donald Duck in Happy Camper and Mistwind.

He previously spent two years as head of talent acquisition at Maestro Media, following several months working in investor relations, before leaving the company in early 2025.

Jacob Way, meanwhile, began his board game career as COO and co-founder of Deep Water Games, which for several years operated as a subsidiary of Ox Eye Media.

Deep Water, which is best known for sketching game MonsDRAWsity, spun out from Ox Eye as an independent business in 2022 under Way before rebranding as Friendly Skeleton.

The publisher is currently in the process of delivering the heavily delayed crowdfunding campaign for Monsdrawsity: Unusual Suspects, created in collaboration with renowned board game review site Shut Up and Sit Down, which was initially estimated to reach backers in May of 2022.

Anyone interested in getting in touch with the team can visit the Best in Play website or email info@thebestinplay.com.