About Ross
Ross Thompson is a marketing strategist focused on helping tabletop games and consumer brands grow through real-world connection. A veteran of the industry with over 15 years of experience in community building, events, and marketing, he most recently served as Director of Marketing at Atomic Mass Games, where he worked on titles like Star Wars: Legion, Marvel Crisis Protocol, and Star Wars: Shatterpoint. He now serves as Media and Events Director on the board at GAMA, focusing on strengthening the industry through better events and stronger connections between creators, retailers, and players. In this episode, Ross shares practical strategies for building real-world communities, working with influencers more effectively, and finding the right retail partners to support long-term growth.
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Justin’s Ah-Ha Moments:
The Power of Physical Gatherings: As digital spaces become more saturated and competitive, the value of real-world interaction increases. Physical events, in-store demos, and face-to-face networking create deeper trust and stronger relationships than online engagement alone. The brands that win are the ones willing to invest in showing up in person and building connections over time.
The Best Way to Use Influencers in Marketing: The biggest audiences aren’t always the most effective. Instead of chasing large, expensive creators, focus on building relationships with influencers who genuinely connect with your product. Test broadly, pay attention to who resonates, and double down on the partnerships that create real engagement and long-term value.
How to Target the Right Stores to Partner With: Not all retail partners are equal. The key is identifying stores that actively engage their communities and are open to collaboration. The most effective in-store marketing comes from working closely with store owners, understanding what works for their audience, and using direct feedback to refine your approach over time.
Show Notes:
“I just like bringing people together. I think it’s very fun.” (00:04:23)
We start by discussing one of Ross’s strongest skills: bringing people together. It’s a real strategic advantage, and one that’s often underestimated in the gaming world. Ross has built his career around creating spaces where people can connect, share information, and help each other move forward. In a crowded industry, the ability to gather the right people in the right room can change the trajectory of a game and even an entire company.
“I try to break up my content creator channels by different divisions.” (00:32:14)
This is one of the clearest frameworks in the episode. Ross breaks creators down by platform, audience, content, and community fit. That’s the difference between running influencer campaigns and actually building a strategy. Most people guess and hope something works, but Ross’s strategy is more intentional: you define what you’re looking for, test against it, and then build from what proves out.
“Start with what you actually want to do.” (00:57:32)
Ross starts his marketing process by mapping his ideal version of a campaign before cutting anything back. Then he works backward from cost, goals, and actual value to shape a plan that actually delivers on that vision. He says that the key is clarity first, and then the planning follows from there because when you know exactly what you’re trying to create, every decision becomes easier, like what to cut, what to keep, where to invest.
