The company
Founded in 2019, All About Games Consulting helps board game publishers expand into international markets. Headquartered in the United Kingdom, with operations across the United States and Spain, the company works closely with publishers to support sales, localization, licensing, distribution, manufacturing negotiations, and business development.
The company was established by industry veterans who previously worked together in the board game sector and wanted to help smaller publishers bring their games to a global audience. Today, All About Games Consulting manages partnerships with publishers worldwide and helps connect them with distributors and publishing partners across multiple territories.
With nearly 20 employees and a growing network of international relationships, the team relies heavily on accurate information, efficient deal tracking, and timely follow-ups to manage its operations.
The challenge
All About Games Consulting relied on a combination of spreadsheets and limited use of another work management platform. Sales activities, publisher information, product details, and opportunity tracking were spread across multiple Excel files, making it difficult to maintain a consistent process.
As the company's network of publishers, products, and international opportunities expanded, finding information quickly became increasingly challenging.
"We were tracking many things in Excel. It became difficult to work with all that data."
The company needed a system that could:
- Consolidate publisher, product, and deal information in one place.
- Help the sales team track localization, licensing, and distribution opportunities.
- Standardize follow-up activities.
- Reduce dependence on spreadsheets.
- Be simple enough to encourage adoption across the team.
The team initially evaluated Zoho CRM but found it more comprehensive than their immediate requirements. They ultimately selected Bigin because it provided the functionality they needed without adding unnecessary complexity.
The solution
All About Games Consulting implemented Bigin as its central platform for managing relationships, opportunities, products, and workflows.
The team imported historical information from spreadsheets and organized their operations around multiple custom pipelines that reflected their unique business model. These pipelines included:
- Localization opportunities
- Licensing deals
- Distribution agreements
- Partner acquisition tracking
- Translation projects
- Sample request management
- Event performance tracking
Because the company works with publishers across different territories, each deal type follows a distinct process. Bigin enabled the team to create separate pipelines while maintaining a unified database of contacts, companies, products, and activities.
The organization also configured the Microsoft Outlook integration to keep communication records accessible within Bigin, and used email templates and mass email capabilities for outreach campaigns.
Beyond deal tracking, the company built automations to support internal processes. For example, when publishers request physical game samples, Bigin automatically notifies team members responsible for shipping, tracks delivery milestones, and reminds sales representatives to follow up after playtesting periods.
Additionally, Bigin's tag feature has helped the team organize products with special requirements, confidential information, licensing restrictions, and unique workflows.
Bigin's mobile app has made life easier for the sales team at events. They can log information straight after meetings, keep records up to date, and use automated reminders to ensure every opportunity gets the attention it needs.
"Because we’re a global company, we work with customers across pretty much every continent. So, having a multi-currency feature is really useful for us. We work with deals in dollars, sterling, and euros, and it’s great to have reliable reporting for ourselves and our partners, so we know exactly how much revenue each deal is driving."
Benefits and ROI
- Improved productivity by 15% by reducing the time spent searching for information and managing data across multiple spreadsheets.
- Centralized publisher, product, and deal information in a single platform, giving teams quick access to contacts, activities, opportunities, and communication history.
- Strengthened opportunity tracking through dedicated pipelines for localization, licensing, distribution, partnerships, and translation projects.
Reduced manual follow-ups with automated reminders and notifications, helping sales representatives stay on top of active opportunities.
"If you want to save time, it's the best tool that you can have right now."
Looking forward
All About Games Consulting plans to continue expanding its use of Bigin as adoption grows across the organization.
The team is exploring additional automation opportunities and aims to bring more departments into the platform over time. As internal processes continue to mature, the company expects to standardize operations further and automate repetitive tasks.
For Busanya, the immediate priority is ensuring that more teams fully embrace the platform and take advantage of the workflows already in place.
By replacing fragmented spreadsheets with a centralized system, All About Games Consulting has created a stronger operational foundation for managing global publishing partnerships and supporting continued growth in the board game industry.
- Industry typeGaming
- Employees
- Type of businessPrivate
- Previously Used SoftwareSpreadsheets