Better Journey
Menu
Discuss your project

Custom board games · Destinations & brands

Custom board games your visitors will want to play again.

Better Journey turns proven games into official editions shaped around your destination — products people want to buy, give, share and play again.

Explore our projects Get a tailored shortlist
  • Official licences
  • End-to-end project management
  • French production available
Official edition in production Les Planards · Chamonix
Deliberately concealed silhouette of the forthcoming Taco Cham’ box for Les Planards in Chamonix

Final design hidden at the client’s request

5 publishing partners
200+ available titles
6M+ Taco Chat copies sold

Souvenir · gift · lasting medium

A magnet reminds. A game brings it back to life.

Traditional souvenirs preserve the trace of a place. A game adds use, sharing and pleasure: your destination returns to the centre of the table long after the trip.

Alpine village souvenir magnet displayed on a refrigerator door
A classic souvenir

It preserves an image of the trip.

  • It recalls a place.
  • It is mainly contemplative.
  • It is often personal.
  • It primarily carries an image or logo.
King of the Alps custom game for Magic Pass at the centre of a shared game in an Alpine chalet
A Better Journey game

It puts the experience back in motion.

  • It brings the destination’s world back to life.
  • It is used, given and shared.
  • It sparks conversations.
  • It introduces the brand to new players.

The souvenir becomes an experience. The experience becomes a shared moment. The shared moment keeps your brand alive.

Ten added values, organised into five levers.

Open a section to discover the two concrete effects a game can create for your destination.

01Bring it back to lifeReactivated memories · Replay value

Memory reactivated

Every new play brings the destination, its places and experiences back into the conversation.

Visitors do not simply remember the trip: they reactivate it.

Replay value

The mechanics create a genuine reason to bring the game back to the table, beyond the brand message itself.

Every play creates another contact with your world.
02Create sharingSeveral players · Word of mouth

Several players

A box bought by one person becomes an experience shared with family, friends or guests.

An individual memory becomes a collective moment.

Word of mouth

A custom game naturally prompts questions and gives people a reason to retell their trip.

The conversation grows from the experience, not an imposed message.
03Trigger the purchaseGift and impulse buy · Retail value

Gift and impulse buy

A souvenir for oneself, a present, a reward or an unexpected purchase: one box answers several occasions.

The game broadens purchase and usage motivations.

Retail value

Exclusive to the place, useful and built around a story, the game escapes direct comparison with a generic souvenir.

Its emotional and play value strengthens perceived value.
04Make the brand travelPresence at home · New audiences

Presence at home

Visible on a shelf or in a game library, the box reappears in the visitor’s everyday life.

Your destination earns a lasting place in their home.

New audiences

Taken to friends, a weekend away or another holiday, the box meets players far from its original point of sale.

The brand travels with its owner.
05Multiply the impact40 people reached · Value that lasts

Multiplied reach

40people reached by a single box*

* Illustrative assumption: 10 different groups of 4 players.

Value that lasts

The value does not stop at the till.
Bought or givenTaken homePlayedTalked aboutSharedPlayed again

Five publishing partners

Five worlds to help imagine yours.

Party, family, observation or premium formats: these games reveal just some of the possible directions. Better Journey then selects the right game from 200+ available titles.

Blue Orange · Matagot · IELLO · LOKI · Bombyx

Illustrated cards from the Taco Chat game published by Blue Orange

Party game · Blue Orange

Taco Chat

More than 6 million copies sold

Game: Dave Campbell · Publisher: Blue Orange
See the potential
Audience
2–8 players · Ages 8+
Playing time
10 minutes

For a destination Immediate accessibility, a compact format and genuine cross-generational appeal — it truly works from children to grandparents.

Track record More than 6 million copies sold.

Perfect Shot observation game box published by Matagot

Observation · Matagot

Perfect Shot

A visual mechanic that is immediately understood

Artwork: Jules Dubost · Publisher: Matagot
See the potential
Audience
2–4 players · Ages 8+
Playing time
20 minutes

For a destination Landscapes, wildlife and viewpoints fit naturally into its observation mechanic.

Key feature Punched cards and a card shoe create a highly tangible experience.

King of Tokyo game box published by IELLO

Premium family game · IELLO

King of Tokyo

1M+ copies · As d’Or nominee 2012

Artwork: Régis Torres · Publisher: IELLO
See the potential
Audience
2–6 players · Ages 8+
Playing time
30 minutes

For a destination The greatest customisation potential in the selection: dozens of illustrations can reinvent monsters, powers, cards and landmarks.

Recognition More than one million copies · As d’Or nominee 2012.

Richly illustrated Hâpy Families cards published by LOKI

Children’s game · LOKI

Hâpy Families

A familiar classic reimagined in a richly illustrated world

Artwork: Anthony Moulins · Publisher: LOKI
See the potential
Audience
2–4 players · Ages 5+
Playing time
10 minutes

For a destination Heritage, local characters and occupations become families children can instantly recognise.

Key feature A classic reimagined and modernised to multiply its appeal.

Origami cards from Sea Salt & Paper published by Bombyx

Card game · Bombyx

Sea Salt & Paper

Recommended by the Spiel des Jahres jury in 2023

Artwork: Pierre-Yves Gallard & Lucien Derainne · Publisher: Bombyx
See the potential
Audience
2–4 players · Ages 8+
Playing time
30 minutes

For a destination An addictive mechanic that brings traditional card players and modern-game enthusiasts together, with virtually limitless customisation possibilities.

Recognition Recommended by the Spiel des Jahres jury in 2023.

How do we select the right game?

Awareness, audience, target retail price, suitable volumes, customisation potential and rights availability are considered together.

These five games are examples, not a closed catalogue. More than 200 available titles make it possible to build a tailored shortlist.

Delivered project

Les Sybelles Savoie · exclusive edition
Trek 12 exclusive edition created for Les Sybelles

Alpine references

Two destinations. Two games. The same level of care.

In Chamonix and Les Sybelles, Better Journey starts with a proven game and creates an edition that truly belongs to its destination, while preserving what makes the original work.

Chamonix-Mont-BlancLes Planards

Taco Cham’

In production

An official Taco Chat edition rooted entirely in Chamonix.

Explore the project

The Aiguille du Midi, a yeti, skiing and the alpine coaster become the stars of the game. Bespoke packaging, 64 cards and bilingual FR/EN rules create an edition designed for the Les Planards shop. The final box design will remain confidential until its reveal in December 2026.

Concealed silhouette of the Taco Cham’ box Confidential design · reveal 12/2026
The box is ready, but its final design is deliberately under wraps.
64 cards fully adapted FR / EN bilingual rules Detachable map built into the booklet Golden Ticket connected to the on-site experience
Selection of Taco Cham’ production cards: Cham, winning ticket, ski, taco and yeti
A glimpse of the game’s visual world without revealing the final box

Les SybellesSavoie

Trek 12

Exclusive edition

An exclusive adaptation created for the Les Sybelles ski area.

Explore the project

Trek 12 was included on the Spiel des Jahres 2022 recommendation list. The original illustrator returned for the artwork, while the game mechanics were refined with its designers.

Better Journey’s role
  • Existing games selected for their fit with the destination
  • A distinctive visual world created for each project
  • Publishers, designers and illustrators coordinated by Better Journey
3,000 Taco Cham’ boxes
FR / EN Chamonix edition
3rd largest ski area in France · Les Sybelles
Create your edition Continue to the formats

One range, four formats

The right game for your shop — not a fixed catalogue.

We select the format around your audience, target retail price, route to market and the experience you want to extend.

Better Journey board game range, from micro to premium formats
A snapshot from 200+ available titles, selected around your destination and commercial objectives.
01

Impulse-friendly

Format Micro

Compact, accessible and easy to take home. An ideal entry point for a first souvenir-game offer.

See a few examples
  • Tout Schuss
  • Revolver Noir
02

The versatile choice

Format Central

An accessible, broad-appeal format that works naturally in retail and brings generations together.

See a few examples
  • Taco Chat 6M+ copies sold
  • Loading
  • Level 10
  • Sea Salt & Paper Spiel des Jahres 2023 recommendation list
03

Stronger presence

Format Plus

A more generous format with greater shelf and home presence, reinforcing perceived value and unit margin.

See a few examples
  • Perfect Shot
04

The signature product

Format Premium

Our highest level of customisation, designed to create a memorable product that feels unmistakably yours.

See a few examples
  • King of Tokyo 1M+ copies sold · As d’Or nominee (Cannes 2012)

Examples only: every shortlist is built around your project from 200+ available titles, taking into account your audience, budget and the availability of rights.

Real preliminary study · client identity concealed

From idea to retail shelf

From a mountain village to a game ready to sell.

A family destination, alive in both summer and winter, wants a retail product unlike any other souvenir. These are the five decisions that turn that intention into a manufactured game.

The client need

Create the mountain village’s defining souvenir.

The destination combines a characterful village, a landmark heritage site overlooking the valley and a four-season mountain offer. The game must speak to families, instantly evoke the stay and earn its place in local shops.

  • AudienceFamilies across generations
  • IdentityVillage, mountains, heritage and activities
  • Sales channelsTourist office and partner shops
  • AmbitionImpulse appeal and genuine play value
The preliminary-study outcome

Two creative directions for a concrete decision.

Before committing to full development, the client can compare two game routes already translated into the world of the destination.

First creative direction for a custom game designed for an Alpine destination, client identity concealed
Direction 1A compact, graphic and travel-friendly format.
Second creative direction for a custom game designed for an Alpine destination, client identity concealed
Direction 2A more immersive family-oriented world.

Exploratory preliminary study — visuals not finalised or commercialised.

  1. 01
    First meeting

    Define the product before discussing games.

    Better Journey clarifies who will buy it, where it will be sold, the target retail price, launch season, suitable volumes and the main objective: shop revenue, brand image or loyalty.

    DeliverableAn agreed brief that every decision-maker can understand.
  2. 02
    Two recommendations

    Compare solutions instead of browsing a catalogue.

    From 200+ available titles, two licensed games are shortlisted against age, duration, format, perceived value, customisation potential, project economics and rights availability.

    DeliverableTwo comparable proposals covering experience, customisation and indicative budget.
  3. 03
    Client decision

    Put the destination at the heart of play.

    The selected route becomes the resort’s own edition: its heritage landmark shapes the cover, the village and mountains form the setting, while summer and winter activities enter the cards, board or rules. Customisation supports the mechanics; it is never a logo added at the end.

    Heritage landmarkVillageMountainsWinterSummerPractical information
    DeliverableArt direction, component inventory and editorial content plan.
  4. 04
    Controlled creation

    Approve every layer before printing.

    Better Journey selects the illustrator, coordinates the publisher and organises progressive approval: sketches, cover, components, rules, layout, prototype or proof, then final print approval.

    Sketches→Cover→Components→Rules→Print proof
    DeliverableChecked artwork and final print approval from both client and publisher.
  5. 05
    Manufacturing & retail

    Deliver a finished product, not a project to complete.

    Manufacturing, quality checks, packing, transport and delivery are followed through to the arrival of the boxes. Pricing, in-shop presentation and replenishment have been anticipated from the outset.

    DeliverableGames ready to sell and a replenishment model already defined.
What Better Journey manages for you
Licensing and publisher coordination Art direction and illustrator Box, cards, boards, pieces and rules Layout and client approvals Publisher checks, prototype and print proof Manufacturing, logistics and delivery

The box leaves your shop. Your brand continues its journey.

Bought for oneself or given as a gift, the game enters a home, gets shared, reactivates the memory and begins the loop again with the next play.

Imagine your own edition
Marc Paquien commissioning an all-season alpine coaster Commissioning an all-season alpine coaster

Better Journey’s dual expertise

Understanding destinations. Knowing what makes a great game.

Marc Paquien brings together two rarely combined backgrounds: leisure-site leadership and award-winning game design.

Explore this dual expertise
Tourism & leisure Operations, visitor experience and first-hand field expertise
Game design Mechanics, publishing, designers and art direction
Project leadership One accountable contact from brief through delivery

Projects & insights

Make the right decisions — without becoming a game publisher.

Practical perspective on the choices that turn a tourism game into a strong retail product, a genuine play experience and a lasting extension of your destination.

King of Tokyo board, monsters, cards and dice
Format, shelf presence, component richness: every decision matters.
01

Licensed game or original creation: which approach is right for a tourism destination?

Why proven gameplay reduces risk — and where an original creation can still make sense.

Read the article
02

Why can a board game be more than a souvenir?

From player-to-player reach to memory recall: when a shop product becomes an experience medium.

Read the article
03

Can a custom board game sell for 50% more?

British Museum, personalisation and exclusivity: why a 50% premium can be a perfectly credible position.

Read the article
View all insights

Frequently asked questions

What to know before launching your custom game.

Every project is tailored, but these guidelines make it easier to see whether Better Journey is the right fit for your ambition.

What budget should I allow for a custom board game?

Turnkey projects typically start at around €15,000 before VAT. The final budget depends on the chosen game, volume, illustration scope and manufacturing location. We provide one clear overall project budget rather than a long per-box price grid.

What production quantity should I plan for?

Most projects range from 1,500 to 5,000 copies. Volume is defined around the format, target retail price, route to market and reorder options, so the business model remains consistent with your objectives.

Can any game be customised?

Every project requires approval from the publisher and game designers. Better Journey works with five publishing partners and selects from 200+ available titles according to rights availability and fit with your project.

Can the game be made in France?

Yes, for some card games and production volumes. More complex formats are entrusted to specialist factories selected according to components, cost, expected quality and schedule.

Your next retail exclusive starts here

What if your visitors took home more than a souvenir?

A 20-minute call is enough to qualify your project. Within five days, you receive an initial game shortlist and an indicative budget.

Marc Paquien

+33 6 70 01 24 83 marc@betterjourney.fr Tell me about your project