Capstone Games

Capstone Games publishes and distributes premium tabletop games that attract a dedicated, knowledgeable, and highly engaged buyer community. Their catalogue spans complex strategy games, family titles, and hobby games, with a buyer base that ranges from serious hobby gamers who research purchases extensively to gift buyers looking for something more interesting than the standard shelf options at major retailers. That dual buyer profile created an interesting content challenge. Listings needed to serve both audiences simultaneously: providing the mechanical depth and publisher credibility that serious gamers expect, while remaining accessible and compelling to buyers who are less familiar with the hobby but are looking for a quality gift recommendation. When Capstone Games came to EcommAdvize, their Amazon catalogue was live but under performing relative to the quality of the games and the strength of the brand's reputation in the hobby gaming community. Listing content was inconsistent across the catalogue. Some titles had been optimised more carefully than others. A+ Content was absent across most of the range. Advertising was being run without the structured approach needed to generate the category-level visibility that newer titles require to establish themselves. We approached the engagement with a catalogue-first mindset, establishing consistent content standards across every title before working on advertising and external visibility. Listing optimisation across the full catalogue addressed each title individually, because the search demand and buyer psychology for a complex 4-hour strategy game differ meaningfully from those for a 45-minute family game. We built keyword strategies for each title that reflected how its specific buyer actually searched, rather than applying generic gaming keywords uniformly across the range. A+ Content was created for the core catalogue titles, prioritising the games that represented the highest revenue opportunity and the strongest potential for conversion improvement. The modules balanced publisher brand story telling with game-specific content, giving buyers enough of a feel for the gameplay experience to make a confident purchase decision. The Brand Store was built to give Capstone's full catalogue a structured, navigable home on Amazon, organised by game complexity, player count, and theme to help buyers find the right title for their situation. Advertising was rebuilt with catalogue-wide visibility as the initial objective, establishing impression share across the full range before moving to profitability optimisation at the individual title level. This approach reflected the reality that discoverability for newer titles in a niche category requires initial advertising investment before organic ranking can carry a meaningful share of traffic.

‍Recent Task:

‍Our most recent project with Capstone Games focused on their new title launch strategy, applying the catalogue knowledge and campaign infrastructure we had built to give new game releases the strongest possible start on the platform. Working from pre-launch, we developed the listing content, A+ modules, and initial advertising campaigns for several new titles simultaneously, coordinating the launches to benefit from the account's existing advertising history and review equity where applicable. The new title launches outperformed previous launch benchmarks across sales velocity, ranking speed, and early review accumulation.