Before they were Allplay, they were boardgametables.com. While they did sell tables, they also sold many other gaming products and accessories. However, the specificity of their original name left many potential customers confused and unaware of the company’s other products. Our first task was to find an inviting, consumer-friendly name that accurately reflected the company’s robust products.

“Allplay” comes from a commonly used gaming term that invites each player to participate in the current turn. We chose this name precisely because of its wide usage within board games and familiarity amongst novice and experienced gamers. The name directly contrasts many of Allplay’s competitors, who often use niche terminology and branding that mainly appeals to a specific audience. As described by the Allplay team, “We want to move away from the bearded guy in his basement stereotype”