{"id":7115,"date":"2026-08-12T11:41:00","date_gmt":"2026-08-12T10:41:00","guid":{"rendered":"https:\/\/boardgamewire.com\/?p=7115"},"modified":"2026-08-12T11:52:58","modified_gmt":"2026-08-12T10:52:58","slug":"weve-been-ready-for-this-step-allplays-joe-wiggins-on-its-striking-push-into-heavier-games-bigger-productions-and-new-audiences","status":"publish","type":"post","link":"https:\/\/boardgamewire.com\/index.php\/2026\/08\/12\/weve-been-ready-for-this-step-allplays-joe-wiggins-on-its-striking-push-into-heavier-games-bigger-productions-and-new-audiences\/","title":{"rendered":"\u201cWe\u2019ve been ready for this step!\u201d: Allplay\u2019s Joe Wiggins on its striking push into heavier games, bigger productions and new audiences"},"content":{"rendered":"\n

Allplay<\/a> is making its biggest strategic shift since its predecessor Boardgametables.com entered publishing in 2018 – launching a trio of new product lines aimed at markets well beyond the accessible, smaller-box strategy games that have defined it to date.<\/p>\n\n\n\n

The publisher’s newly-announced Masterworks, Epics and Creations lines mark its expansion into heavyweight eurogames, large-scale adventure titles and licensed or fandom-driven games respectively – beginning with a remake of highly-regarded Chad Jensen design Dominant Species<\/a>.<\/p>\n\n\n\n

Allplay’s decision to broaden its portfolio into larger, more expensive productions stands out as one of the more ambitious publisher expansion plans announced this year – especially given many have been shifting towards smaller-box, lower risk releases amid ongoing cost pressures such as tariffs and rising manufacturing expenses.<\/p>\n\n\n\n

The move represents a notable evolution for a company that has built its reputation around approachable strategy games with consistent box sizes and accessible price points, alongside carefully-produced new editions of established hobby titles such as Container<\/a>. Notable titles from the publisher to date have included releases like River Valley Glassworks<\/a>, Mountain Goats<\/a> and Things in Rings<\/a>.<\/p>\n\n\n\n

\u201cWe\u2019ve always made games with constraints – on principle”, Allplay COO Joe Wiggins said. “We\u2019re proud of what we\u2019ve been able to make with these constraints. <\/p>\n\n\n\n

“The consistent box sizes, accessible price points, and simpler rulesets are great for families and gamers who want strategy without rules overhead.<\/p>\n\n\n\n

“Those core products aren’t going away. But now that we’re eight years into publishing games, we’re ready to show what else we can do.”<\/p>\n\n\n\n

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Allplay began life as boardgametables.com in 2014, specialising in high-end, custom-built wooden gaming tables manufactured in the US, before dipping its toes into board game publishing four years later. <\/p>\n\n\n\n

The business rebranded as Allplay at the beginning on 2023 to better reflect its expansion, having reached the point where it was also providing bags, playmats and shelves, in addition to having published 17 board games and eight expansions.<\/p>\n\n\n\n

When asked what gave Allplay the confidence to expand its remit again given the current challenges in the hobby games environment, Wiggins told BoardGameWire, “In the last four years we have gone from eight titles to 75. We are not known for bad games or shoddy components, but rather timely deliveries and solid productions. <\/p>\n\n\n\n

“We have a very strong team and system in place, and while this growth might mean bigger impacts we have been for three years producing over 20 games per year – and this will see us lowering to about 12 – 15. We\u2019re opening bandwidth to allow for these projects.”<\/p>\n\n\n\n

He added, “This wasn’t a decision we made lightly. It was very specific and thoughtful in how we wanted to grow”, and went on to point out: “In the last five years we\u2019ve gone from four of us at Allplay to now hiring our 22nd full time person, with an army of freelancers helping as well. We\u2019ve been ready for this step!”<\/p>\n\n\n\n

The most eye-catching announcement was the launch of Masterworks, a heavyweight strategy line created in partnership with acclaimed graphic designer and artist Ian O’Toole, whose portfolio of work includes Voidfall<\/a>, On Mars<\/a> and Galactic Cruise<\/a>.<\/p>\n\n\n\n

Rather than simply commissioning artwork, Allplay said O’Toole will become a full partner in the Masterworks line, helping select projects as well as contributing to their development, graphic design and visual direction.<\/p>\n\n\n\n

Wiggins told BoardGameWire, “We are seeking out the best heavy euros to bring to market and he is key in the selection, development, art, and graphic design. He isn\u2019t a paid artist – he\u2019s a full partner in the line. We fully believe each release will make a massive impact on the heavy euro scene.”<\/p>\n\n\n\n

He added that despite kicking off with a high-profile established title in Dominant Species, almost all of the games in the three lines will be new designs. <\/p>\n\n\n\n

Wiggins said, “We just had such an amazing opportunity to launch with Dominant Species, which is one of our favorite all time games and will make such an impact when this amazing game gets phenomenal art and graphics for a modern gaming audience. Don\u2019t expect too many classics – though I do have my eye on one for later down the road in the Masterworks line.”<\/p>\n\n\n\n

Alongside Masterworks, Allplay’s Epics line will be dedicated to larger-scale hobby games including Sail Legacy<\/a> and new survival game Crash Landed<\/a>, while Creations will focus on games built around recognisable fandoms and licensed intellectual property – beginning with John D Clair’s theme park-themed Have a Magical Day<\/a>.<\/p>\n\n\n\n

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Box cover for John D Clair design Have a Magical Day, published by Allplay<\/figcaption><\/figure>\n\n\n\n

Allplay has been clear that its existing publishing strategy will continue alongside the new initiatives, including a Kickstarter campaign in October for Through The Mountains<\/a> – a sequel to Reiner Knizia’s Through the Desert<\/a>, for which it ran a crowdfund at the end of 2023.<\/p>\n\n\n\n

Wiggins told BoardGameWire that the company had been working on some of its expansion ideas since 2024 – adding that the commercial success of its Allplay partner programme had been key in giving the company the resources to expand its operations.<\/p>\n\n\n\n

That partner programme has seen Allplay team up with more than 40 other publishers such as Bitewing Games<\/a>, Kinson Key Games<\/a> and Cardboard Alchemy<\/a>, giving them access to its own infrastructure and providing services such as fulfillment for crowdfunding projects.<\/p>\n\n\n\n

Wiggins told BoardGameWire, “As a group we are all stronger and can rely on each others success. Our partnership allows them to focus more on making more and better games and that lets them grow which lets us grow. It\u2019s very symbiotic.”<\/p>\n\n\n\n

That network will also help shape the company’s crowdfunding strategy for its new publishing lines, Wiggins said, giving it crucial information on how to successfully market different weights and styles of games.<\/p>\n\n\n\n

He said, “When we launch Dominant Species we are able to key into audiences that liked Container and Galactic Cruise. When we launch Crash Landed we have access to the audiences of Tidal Blades 2<\/a> and Arydia<\/a>, [and] when we launch Have A Magical Day we can speak to people who have loved Flamecraft and River Valley Glassworks.<\/p>\n\n\n\n

“And people that come to us for Dominant Species will find Galactic Cruise\u2026 etc. We\u2019re all working as a team and this is a big difference maker. Lifting each other up.”<\/p>\n\n\n\n

Dominant Species<\/a>, Crash Landed<\/a> and Have a Magical Day are all set to come to Kickstarter in 2027.<\/p>\n\n\n\n

For more stories like this direct to your email inbox, click here to sign up for BoardGameWire’s free email newsletter. \n\nAnd if you’ve found our reporting interesting or useful, please consider a paid subscription to help support our journalism!<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"

Allplay is making its biggest strategic shift since its predecessor Boardgametables.com entered publishing in 2018 – launching a trio of new product lines aimed at markets well beyond the accessible, smaller-box strategy games that have defined it to date.<\/p>\n","protected":false},"author":1,"featured_media":7215,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[2296,6,135,2614,1060,2623,2621,2615,2618,237,2617,2619,2616,2622,2626],"class_list":["post-7115","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-feature","tag-allplay","tag-board-game","tag-board-games","tag-boardgametables-com","tag-chad-jensen","tag-crash-landed","tag-creations","tag-dominant-species","tag-eurogames","tag-ian-otoole","tag-joe-wiggins","tag-masterworks","tag-partner-program","tag-sail-legacy","tag-through-the-mountains"],"blocksy_meta":{"styles_descriptor":{"styles":{"desktop":"","tablet":"","mobile":""},"google_fonts":[],"version":7}},"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t