Questions Three: Michelle Richardson

The Marketing Department is – paradoxically – one of the most visible yet hidden parts of the great conspiracy that is Steve Jackson Games. You may encounter it near-daily (especially if you're a fan!), but – if the department is doing their job right – you don't notice it because you're too busy being informed and enticed by awesome news and products.

One of the key members of our Marketing Department since 2023 has been Michelle Richardson. Like most of us here, Michelle wears a lot of hats, but her current email signature lists "Marketing Manager and Events Coordinator," so that's the angle we went with as we embarked on this, our most-recent offering of Questions Three.

You work your magic on the social-media side of things. Is there anything neat or noteworthy you've noticed about Steve Jackson Games fans as a group when it comes to marketing efforts?

Contributing to the social media accounts for Steve Jackson Games has been a rewarding experience. It's always fun to announce new projects because everyone responds to them with such excitement. The folks who follow our pages are enthusiastic about engaging in answering a variety of questions we post and enjoy sharing their thoughts in the comments. Every like, share, and comment is important and valued. We try to cultivate a positive and welcoming space for all, and that isn't always the case on the Internet in general these days. Our whole team genuinely appreciates the online support of our fans.

You're also the "events coordinator." As a con-goer, I suspect that there's a lot more to running a smooth convention presence than I realize. Can you provide some insight into what it's like "behind the curtains"?

Oh yes, a ton of preparation and planning goes into the conventions we attend. I managed non-profit galas for a decade, but board-game conventions are a whole other world! There are a tremendous amount of moving pieces, including creating complex schedules for staff and helpers, hosting special events, arranging travel and lodging for everyone coming from all over the country, cultivating a perfect list of games to sell, and designing a visually appealing booth. There is very little room for error, and things are double and triple checked, always. Event management is certainly not a one-person job. We have a wonderful and incredibly helpful team that is willing to be part of the process beginning to end, and we all have a role to play, whether that's on the planning end in advance or at the events themselves.

While we do interact with our fans daily online, meeting them in person and having meaningful interactions is wonderful. Folks often share stories about their favorite GURPS campaign or that one time they snuck up to Level 10 and took the win in Munchkin. Some have been playing Ogre for decades, and some are trying Car Wars for the first time. The time spent with those we meet are special moments you don't get anywhere else.

Above all, the most important part of our presence is ensuring each and every person who stops by our booth or attends our events enjoys their time and walks away happy. And once a convention ends, we're already starting to think about how to make things even better next year!

If I recall correctly, Munchkin was one of your first "hobby" games – beyond mass-market games like Monopoly, Boggle, and the like – and became a favorite of yours. Has there been a Munchkin project that's been particularly fun to be involved with on the marketing side of things?

Munchkin was indeed my first hobby board game back in 2006, and it remains my favorite to this day. In April 2024, we crowdfunded Munchkin Big Box on BackerKit. Pledging began the moment the project went live, and it was exhilarating to watch the Backer Train grow and grow all day. The excitement was at a high for all of us. While I played only a very small part with the campaign, I'm grateful to have been involved. Honestly and without exaggerating, it was the best day of my career so far. There are times I stop and realize how truly incredible it is to have the opportunity to work with Steve and this team. The launch of Munchkin Big Box was one of those times.

With that, Michelle returned to the shadows, content to work behind the scenes to deliver news of the latest and greatest. If you happen to cross paths with a Facebook, Instagram, or Bluesky item you like from SJ Games, maybe mention to the unseen masterminds in those posts that you appreciated the Questions Three . . .

-- Michelle Richardson, interviewed by Steven Marsh