Oink Games’ colorful collection of small-box board games wows at this year’s Gen Con
In an industry dominated by American and European companies with massive, big-box campaign and strategy board games, Oink Games stands apart. The Japanese publisher is best known for pursuing an uncommon philosophy: small boxes with a striking art style. As modern board games seem to get more complicated every day, Oink remains dedicated to its diminutive product line that seeks attention through eye-catching design and word-of-mouth advertising.
Oink’s first real North American hit came from 2014’s delightful Deep Sea Adventure, a game about pushing the limits of a diver’s oxygen tank while scooping up sunken treasure. This success brought attention to a deep back catalog, with titles such as A Fake Artist Goes to New York and Insider picking up steam among English-speaking audiences. Now Oink is an established brand, and it’s looking to take the next step with four new releases available at this year’s Gen Con.
From my vantage point, this boutique publisher has attained a high level of success. Its catalog has transitioned from a collection of niche, lesser-known oddities to a legitimate force in board game circles. Its top titles have been widely available for some time, and their unique visuals have formed a cohesive image for the brand. But founder and CEO Jun Sasaki doesn’t quite agree.
“I believe that we’re still operating on a small scale and wouldn’t quite consider ourselves successful,” he told Polygon in a recent email interview. We’ve been steadily creating games, maintaining the style that we want to develop, and working towards expanding our sales channels.”
Oink has a very distinct style, both in terms of graphics and game design, with much of its identity stemming from local influence. Sasaki speaks to
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