Creating a board game from scratch is a dream for many hobbyists, but when that dream edges into reality, the path ahead looks very different from simply sketching ideas on paper or playtesting with friends. One of the most fascinating, and often intimidating, aspects is figuring out how to bring a prototype into physical form—turning those homemade components into something that feels like a real product. In Japan, this step comes with its own unique challenges and cultural quirks, shaped by the printing industry, production practices, and the scale of the local board game scene.
For anyone curious about what it looks like to publish a board game in Japan as an independent creator, this story pulls back the curtain. It’s less about glossy marketing announcements and more about the small, practical decisions that shape a project: how to choose a printer, why the number of copies matters so much, and what it feels like to receive that first shipment of boxes at your doorstep.
Starting the Journey with Self-Publishing
When you decide to publish your own board game, you essentially become a small publisher. That means you take responsibility not just for designing the rules and testing them, but also for sourcing components, setting up print runs, and managing costs. In larger markets, like the United States or Germany, independent designers often work with established publishers who take over these logistical hurdles. But in Japan, where the board game community is vibrant yet relatively small, self-publishing is common.
Events like the seasonal Game Markets in Tokyo and Osaka encourage creators to experiment with short print runs. The audience attending these fairs appreciates unique, personal designs, and buyers don’t necessarily expect the same large-scale polish of international releases. This cultural backdrop makes it possible, and even appealing, for new designers to bring something into the world without committing to thousands of copies.
The Reality of Printing in Japan
Once you’ve committed to self-publishing, the first big hurdle is printing. Japanese board game printers operate a little differently compared to large international manufacturers. Instead of quoting one bulk price for a full production run, they typically break costs into two parts: a setup fee (sometimes called a template or plate fee) and a per-copy fee.
The setup fee is the cost of preparing the printer to produce a specific component. If you’re printing a box, a deck of cards, or a game board, each of those requires its own setup process. The printer creates the template for the job, aligns machines, and calibrates colors. This preparation cost is usually a flat amount, and it doesn’t change whether you plan to print 50 copies or 500.
To give a sense of scale, a single setup might be around 300 US dollars, though the price depends on the type of component. A large board with custom folding might cost more than a small deck of cards. Once the setup is complete, you then pay a per-copy fee for each unit printed.
Why Print Run Size Matters
This two-part pricing structure has a big impact on how designers plan their first run. If you only print 100 copies, that setup fee is divided among those copies, making each one more expensive. But if you print 400 or more, the same setup fee gets spread across a much larger number, making each copy cheaper.
Here’s where reality collides with dreams: many first-time designers don’t want to risk ordering 500 copies of a game that might not sell. Storage space is also a practical issue, especially in Japanese apartments, which are typically much smaller than Western homes. Keeping several hundred unsold boxes under your bed isn’t exactly an appealing prospect.
So the compromise many self-publishers make is to start small, usually 100 to 200 copies. This keeps the upfront cost manageable, even if it makes each copy a little pricier. It also allows creators to test the waters. If the game is well received, they can reinvest in a second printing, often with small adjustments or improvements.
The First Run of Alley Thieves
In my own case, I decided to start with 100 copies of Alley Thieves. It was the first full run I had attempted, and while I believed in the design, I wanted to be cautious. Printing in bulk felt like too much of a gamble at that stage.
Some of the components came from Japan—specifically the board, the box, and the rulebook. Others had to be sourced internationally, since not every component is easy to produce locally at a small scale. This mix-and-match approach is common among indie creators, who often have to juggle multiple suppliers to get the parts they need.
When the shipment finally arrived, it was a surreal moment. My living room turned into a makeshift warehouse, with stacks of freshly printed boxes leaning against the walls. After months of planning, sketching, and emailing back and forth with printers, the game existed in a tangible form. Holding the finished product in my hands was both exciting and nerve-wracking. It meant that all the behind-the-scenes decisions were now locked in and visible to everyone who opened a box.
The Practicalities of Local Printing
Choosing a Japanese printer had its pros and cons. On the positive side, communication was easier, and turnaround times were relatively quick. I could also see samples more readily and get a sense of the quality without waiting for international shipping. Supporting local printers felt good as well, since they were familiar with the small-run culture that surrounds Japan’s independent board game scene.
On the downside, the costs per unit were higher than what a large overseas factory might charge for a bigger run. For example, companies in China or Europe that specialize in mass-producing board games could offer far lower per-copy costs if you were willing to order 1,000 or more units. But at the indie scale, the Japanese system was practical—even if the price per game was higher than what larger publishers could achieve.
Bringing a board game to life doesn’t end when you sign a contract with a printer. In fact, that step is just the beginning of a much longer journey filled with logistical puzzles, creative compromises, and small victories that make the process worthwhile. After printing the first 100 copies of Alley Thieves, the next challenge was learning how to manage the different components that together form a complete board game package.
Unlike mass-market publishers, independent creators don’t have the luxury of handling everything under one roof. Instead, the reality often means juggling multiple suppliers, comparing price quotes, and making decisions about where to save money and where to spend more for durability or presentation. In Japan, where space and resources can be limited, these choices become even more significant.
The Puzzle of Component Sourcing
A board game is rarely just one printed object. Even the simplest titles typically include a box, a rules sheet, a playing surface, and some form of tokens or cards. Each of these requires a different material, a different production process, and often a different supplier.
For Alley Thieves, the board, box, and rules were produced in Japan, while other items were ordered internationally. The reason for this split was partly practical: Japanese printers were able to deliver high-quality boards and sturdy boxes in small quantities, but some specialized components were either unavailable locally or prohibitively expensive.
This juggling act is common for indie publishers. Ordering dice, miniatures, or wooden tokens from overseas is almost unavoidable, since Japan doesn’t have as many manufacturers specializing in board game parts as some other countries. The challenge lies in coordinating timelines so that the international shipments line up with the local printing schedule. If the dice arrive late or the tokens get stuck in customs, the entire release can be delayed.
Balancing Cost and Quality
Every self-publisher faces the same question: where should you save money, and where should you invest in higher quality? For independent designers in Japan, the balance is often different from those producing games abroad.
Japanese players who attend Game Market events tend to appreciate small, experimental titles, and they don’t necessarily expect every indie release to have lavish production values. That said, presentation still matters. A sturdy box signals care and professionalism, while flimsy paper or uneven printing can leave a poor impression.
In practice, this meant prioritizing quality for the box and rulebook, since those were the first things players would see and handle. A cleanly printed set of rules makes the game easier to learn, and a durable box protects the components. For other items, such as tokens or standard dice, it was more reasonable to compromise, especially for a first run.
One important lesson was that even small upgrades in paper weight or finish could dramatically change the look and feel of the game. A slightly thicker card stock or a matte finish on the box didn’t add much cost but gave the product a noticeably more polished appearance. These details might seem minor, but for players opening the game for the first time, they make a difference.
The Setup Fees in Context
In Part 1, I touched on the setup fees charged by Japanese printers. At first glance, these fees can feel like an unnecessary burden, especially when they raise the cost of a small run. But as I worked through the process, I came to understand their logic.
Printers need to prepare machines, align templates, and test output before production begins. Whether they produce 50 copies or 500, this setup work takes the same amount of effort. In some ways, the fee is a reminder that the printing process is still a physical craft. It requires labor, expertise, and precision to ensure that the finished product looks right.
By viewing setup fees as part of the creative investment rather than a simple cost, it became easier to accept them. They also encouraged careful planning. If each new component meant another $300 or so for setup, it was worth thinking twice about whether that component truly added to the game. This constraint helped keep the project focused, preventing unnecessary additions that might have complicated the design.
The Living Room Warehouse
Once the first shipment arrived, my apartment transformed into something resembling a small warehouse. Boxes filled with boards, covers, and rulebooks occupied nearly every corner of the living room. For larger publishers, this kind of storage problem might sound trivial, but in a Japanese household, space is always at a premium.
This stage was both exciting and overwhelming. On the one hand, seeing the finished boxes stacked in neat piles was deeply satisfying. On the other hand, it drove home the reality that every single copy would need to be assembled, stored, and eventually distributed. For independent creators, fulfillment is not an abstract process handled by third-party logistics companies. It’s personal. It happens in your own home.
The assembly process turned into a ritual. Each box had to be filled with the right components, checked for quality, and sealed. While repetitive, this step carried a sense of pride. After months of planning and coordination, these small packages represented the culmination of all that work. Each copy carried not just the rules of a game but the story of its creation.
The Emotional Side of Self-Publishing
Behind the practical challenges of printing and assembly lies an emotional journey. Self-publishing is often described in terms of risk and logistics, but it also brings moments of doubt, joy, and discovery.
When the costs pile up, it’s easy to wonder whether the effort will be worth it. Will players actually enjoy the game? Will the copies sell, or will they sit in boxes gathering dust? At the same time, the thrill of seeing someone play and enjoy a design you created is unlike anything else. That feeling of connection—knowing that your idea has reached another person’s table—is what makes the long hours worthwhile.
This mix of emotions is part of what makes the Japanese indie scene so dynamic. At events like Game Market, the atmosphere is not just commercial but communal. Designers share their work, exchange advice, and celebrate each other’s successes. Even if a game sells only a modest number of copies, it contributes to a culture that values creativity and personal expression.
Navigating the Japanese Printing Landscape
Working with Japanese printers requires a slightly different mindset than dealing with large international factories. The smaller scale means more flexibility but also higher per-unit costs. Communication tends to be direct, and printers are accustomed to handling a variety of small projects beyond board games. This can be an advantage for indie designers, since the printers are used to adapting to unusual requests.
However, it also requires patience. Explaining the unique needs of a board game—such as foldable boards, custom box sizes, or die-cut tokens—can take time. Since not every printer is familiar with the board game industry, clear instructions and examples are essential. Sending mock-ups or photos of similar products often helps bridge the gap.
Another aspect to consider is scheduling. Printers in Japan often handle many different kinds of jobs, and your project may not be their highest priority. Building in extra time for production is wise, especially if you plan to launch at a specific event. Rushing at the last minute increases stress and risks mistakes.
Small Print Runs as a Creative Strength
While large publishers benefit from economies of scale, small print runs offer a different kind of strength. They allow designers to experiment freely without the pressure of mass-market success. A run of 100 or 200 copies gives room to test ideas, gather feedback, and refine designs. If changes are needed, they can be implemented in a future edition without wasting thousands of unsold units.
In this way, the Japanese approach to small-scale self-publishing aligns with the spirit of creative exploration. Instead of being a limitation, the modest print runs foster innovation. They encourage designers to take risks, knowing that even if a game doesn’t find a wide audience, it can still make an impact within a close-knit community.
By the time the first 100 copies of Alley Thieves were assembled, boxed, and stacked in my living room, the next question loomed large: what now? Printing a game is only half the battle. Getting it into the hands of players is an entirely different challenge, one that combines marketing instincts, logistics, and community engagement. In Japan, this stage is deeply intertwined with the culture of conventions, especially the well-known Game Market events in Tokyo and Osaka.
For many self-publishers, these gatherings serve as the main platform for showcasing new designs. They aren’t just sales venues but cultural hubs where designers, players, and collectors interact in ways that define the Japanese board game scene.
The First Steps into Distribution
Independent publishing means handling distribution yourself. There’s no network of warehouses or retail partners waiting to place orders. Instead, every sale requires either direct contact with players or relationships with small shops willing to carry indie titles.
The most straightforward path is selling at conventions. Renting a booth at Game Market provides direct access to an enthusiastic audience actively seeking out new games. Unlike international fairs where large publishers dominate, these events in Japan give space for tiny one-person operations alongside more established names. The atmosphere is inclusive, encouraging newcomers to share their creations.
For Alley Thieves, attending a Game Market felt like a rite of passage. It meant stepping out from behind the design desk and facing players directly. Would they be intrigued by the theme? Would the components hold up under closer inspection? These questions hovered in the background as I prepared the booth.
Preparing for a Convention
Running a booth involves far more than simply showing up with a stack of boxes. Presentation matters. Signage, table layout, and even the way games are displayed can influence whether someone stops to take a closer look. With limited space available, every detail counts.
Because Japanese conventions often attract thousands of attendees in a single day, the flow of people is constant. A booth needs to communicate quickly and clearly what the game is about. For indie designers, this means finding creative ways to convey theme and mechanics without the benefit of flashy banners or professional staff.
One effective tool is a compact demo. Allowing visitors to try a few turns helps them grasp the flavor of the game within minutes. This is especially useful in Japan, where many attendees browse rapidly, scanning dozens of new titles in a short period. A demo provides a tactile experience that words alone can’t match.
Player Reactions and Feedback
One of the most rewarding aspects of presenting a game at a convention is seeing players react in real time. After months of designing and producing in isolation, watching someone open the box, shuffle the cards, or move the tokens offers invaluable insight. Sometimes the mechanics flow smoothly, confirming the hard work of playtesting. Other times, small points of confusion emerge, revealing where the rules could be clarified.
For Alley Thieves, the feedback was encouraging. Players responded to the theme and enjoyed the interactive nature of the mechanics. Of course, not every comment was glowing, and that was part of the learning process. Observing hesitation when players encountered certain rules highlighted areas where simplification might improve accessibility.
This stage underscored a key difference between creating for yourself and creating for others. A game that feels intuitive to the designer might be confusing to a new player. Seeing the design through fresh eyes was both humbling and motivating.
The Role of Game Market in Japan
The Game Market conventions are unique cultural phenomena. Unlike massive international fairs, they focus specifically on analog games—board games, card games, and tabletop experiences. This focus creates an environment where creativity thrives. Attendees expect to find unusual ideas, experimental mechanics, and games that reflect the personal touch of their creators.
For self-publishers, this context is liberating. There’s no pressure to compete directly with mass-produced titles from global publishers. Instead, success is measured in more personal terms: did people enjoy the demo? Did someone come back with friends to buy a copy? Did another designer stop by to talk shop and exchange ideas?
The sense of community at these events cannot be overstated. Designers share advice, swap stories about production headaches, and often support each other’s booths. In a culture where humility and collaboration are highly valued, this spirit of mutual encouragement sets the tone for the entire scene.
The Logistics of Selling
On the practical side, conventions bring logistical hurdles. Transporting boxes to the venue, setting up the booth, and handling sales all require careful planning. For a small print run, the physical burden isn’t overwhelming, but it still means hauling multiple cartons on trains or arranging delivery services.
During the event, handling cash transactions smoothly is essential. Many indie publishers rely on simple setups: cash boxes, clear pricing signs, and sometimes mobile payment apps. In Japan, cash remains widely used, so preparing enough change is important.
At the end of the day, packing unsold copies and carrying them back home is part of the ritual. While it might feel disappointing to take home leftovers, those copies still have value. They can be sold online, used for demos, or reserved for future events.
The Challenge of Online Sales
Beyond conventions, online sales offer another avenue. However, setting up an online store involves its own complications. Clear product photography, shipping logistics, and communication with customers all take time. For a solo creator, balancing these tasks alongside design work can be daunting.
In Japan, where domestic shipping is reliable but space at home is limited, managing inventory for online orders often means carefully stacking boxes in closets or corners of living rooms. Each order that comes in requires personal handling, packaging, and trips to the post office or delivery service counters.
The advantage is direct connection with players. Each package carries not just a product but a personal story. Many indie creators include handwritten notes or small extras, reinforcing the community spirit that surrounds self-publishing.
Cultural Nuances in Player Expectations
Selling in Japan also means understanding cultural nuances. Players tend to value clear rules, compact packaging, and elegant presentation. Because living spaces are smaller, large sprawling games are less common among indie releases. Instead, card games and compact board games dominate the scene.
This cultural context influenced Alley Thieves. While it wasn’t the smallest game on the market, care was taken to keep the box manageable and the components organized. Observing how players interacted with the packaging confirmed that these choices aligned with expectations.
Another nuance is the emphasis on politeness and gratitude. At conventions, it’s common for designers to thank each customer personally, often with a small bow or verbal acknowledgment. This courtesy fosters goodwill and builds lasting connections.
Lessons from the First Sales Experience
Reflecting on the first experiences of selling Alley Thieves, several lessons stood out. First, preparation is everything. From booth layout to demo structure, small details shape how players perceive the game. Second, flexibility is key. Not everything goes as planned, and being able to adapt on the spot makes the experience smoother.
Most importantly, selling at a convention is not just about numbers. Even if only a fraction of the 100 copies sold during the event, the value lay in the interactions, the feedback, and the sense of being part of a larger creative movement. Each sale represented more than a transaction; it was a connection with someone who appreciated the effort behind the game.
Every creative journey eventually circles back to reflection. After the whirlwind of designing, printing, assembling, selling, and gathering feedback, there comes a quieter moment where lessons settle into place. For Alley Thieves, the first small print run and its journey through conventions and living-room storage were more than just a project; they became a window into the realities of self-publishing in Japan.
This final chapter isn’t about celebrating success in the commercial sense. It’s about understanding what the process revealed, both about the board game industry in Japan and about the personal resilience required to bring a game into the world.
The Learning Curve of Self-Publishing
The first lesson is that no book, article, or how-to guide can fully prepare you for the lived experience of publishing your own game. While resources exist, each project brings unique challenges, and solutions often emerge through trial and error. The first 100 copies of Alley Thieves taught me more about production, logistics, and design than years of casual playtesting ever could.
At times, the learning curve felt steep. Coordinating multiple suppliers, dealing with setup fees, and managing storage all demanded skills far outside the realm of design. It was a reminder that being a self-publisher means wearing many hats: designer, project manager, marketer, and fulfillment worker. This balancing act can be exhausting, but it also creates a deep sense of ownership. Every decision is yours, for better or worse.
The Value of Small Runs
Another insight was the power of small print runs. While large publishers chase economies of scale, independent creators in Japan thrive within constraints. Printing 100 or 200 copies might not generate profit margins to rival international companies, but it provides freedom to experiment. It allows a game to exist, be tested, and be shared without the crushing pressure of warehouse inventories.
In a country where space is limited and the indie scene embraces creativity over mass production, small runs make sense. They align with the cultural rhythm of Game Market conventions, where players actively seek out niche, unusual titles. The modest scale fosters a sense of intimacy. Each copy feels like it carries the personality of its creator, something mass production rarely achieves.
Sustainability and Balance
Yet, the small-scale approach also raises questions about sustainability. Can a designer continue producing games indefinitely in this way? Financially, the margins are slim. Time-wise, the demands are heavy. For many creators, self-publishing becomes a passion-driven side project rather than a full-time occupation.
This isn’t necessarily a limitation. Instead, it reflects the role of indie games in Japan’s cultural landscape. Just as zines and doujinshi thrive in literary and art communities, self-published games exist as personal expressions, not always bound by commercial goals. They can be sustainable as long as creators recognize their limits and find balance between ambition and practicality.
For Alley Thieves, this meant accepting that the first run wasn’t about making money. It was about proving the concept, learning the ropes, and joining the broader community. Profit could come later, or perhaps not at all. Either way, the journey was its own reward.
Creative Evolution Through Feedback
One of the most transformative aspects of publishing is how feedback reshapes your relationship with your design. Before release, a game feels like your own. After release, it becomes something shared. Players interpret rules differently, highlight aspects you overlooked, and sometimes find joy in unexpected places.
This feedback loop pushes a designer to evolve. Rules may need refinement, components might benefit from tweaks, or presentation could be improved. The first edition of a game often serves as a draft for future iterations, each one building on the insights of real players.
In Japan, this cycle is accelerated by the convention culture. Game Market provides direct, face-to-face contact with players, compressing months of feedback into a single weekend. For creators willing to listen, these conversations become invaluable guides for future work.
The Emotional Journey
Beyond logistics and design, self-publishing carries an emotional dimension. Doubt, pride, exhaustion, and joy coexist in equal measure. There are nights when you wonder whether anyone will care about your project, followed by mornings when a kind word from a player renews your energy.
Receiving the first printed copies was one of those emotional milestones. Holding the box, seeing the artwork in its final form, and realizing that the idea had transformed into something real was deeply moving. Later, watching someone play the game for the first time brought a different kind of satisfaction—the joy of seeing your creation spark laughter, tension, or excitement across a table.
These moments make the struggles worthwhile. They remind you that creativity isn’t only about reaching large audiences but about making meaningful connections, however small.
Community as a Foundation
If there is one defining feature of Japan’s indie board game scene, it is community. Designers don’t exist in isolation. Whether through local meetups, informal playtesting groups, or the vibrant energy of Game Market, there is a sense of shared purpose.
This community support transforms the process from a solitary grind into a collaborative journey. Advice is freely exchanged, encouragement flows, and even competitors cheer each other on. In a culture that values harmony and mutual respect, this spirit permeates the hobby. For a newcomer, it can be a lifeline.
The importance of community extends beyond practical help. It also provides emotional grounding. Knowing that others face similar struggles—delayed shipments, high costs, unexpected mistakes—makes the challenges easier to bear. The collective wisdom of the community becomes a resource as valuable as any printing contract.
Advice for Future Creators
Looking back, several pieces of advice emerge for anyone considering self-publishing a board game in Japan.
First, start small. A run of 100 copies may feel insignificant compared to the thousands produced by big publishers, but it’s the best way to learn. It keeps risks manageable while still providing a tangible product to share.
Second, plan carefully. Setup fees, timelines, and storage needs can catch you off guard if you don’t anticipate them. Building extra time and budget into your plans helps cushion against surprises.
Third, embrace feedback. View your first print run as part of an ongoing dialogue with players rather than a final statement. Allow their experiences to shape your future work.
Finally, lean on the community. Attend conventions, connect with other designers, and don’t hesitate to ask for help. The collective knowledge of the indie scene can save you from costly mistakes and enrich your creative journey.
Final Thoughts
Looking back at the entire Alley Thieves journey—from design and first sketches to printing, showcasing, and sharing—what stands out most isn’t just the game itself but everything that surrounded it. The long nights of planning, the learning curve of production, the buzz of conventions, the laughter at playtesting tables—all of these moments became part of the project’s DNA.
The Japanese indie tabletop scene thrives on this blend of creativity and community. It’s not about chasing mass-market success; it’s about giving ideas form, no matter how quirky or niche, and finding players who connect with them. In that sense, Alley Thieves was both a personal milestone and a small contribution to a larger cultural tapestry.
The process revealed that self-publishing in Japan is both challenging and liberating. You face high setup costs, limited space, and logistical headaches, but you also gain creative freedom, direct connections with players, and the satisfaction of seeing your work exist in the world exactly as you envisioned it.
If there’s one takeaway, it’s this: success doesn’t have to mean selling thousands of copies. Sometimes, success is holding your first box fresh from the printer. Sometimes, it’s watching strangers at a convention lean into the table, grin, and say, “Let’s play again.”
In the end, Alley Thieves wasn’t just about making a game. It was about learning, sharing, and being part of a vibrant community that values the act of creation as much as the finished product. And that, perhaps, is the true reward of self-publishing in Japan.