Fair Game
Fair Game is a privately held tabletop game retailer operating three Chicago-suburban retail locations and a national e-commerce store, selling board games, trading card games, miniatures, RPGs, puzzles, and accessories to hobbyists, families, and TCG players.
- Company typePrivate
- Founded2010
- HeadquartersDowners Grove, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Fair Game does
Fair Game is a privately held tabletop game retailer operating three physical storefronts in the Chicago metropolitan area—Downers Grove (headquarters), La Grange, and Geneva, Illinois—alongside a national e-commerce store powered by the Lightspeed platform. The company sells board games, trading card games (Magic: The Gathering, Pokemon, Star Wars Unlimited, Flesh and Blood, Lorcana), miniatures games (Star Wars Legion, Warhammer, Marvel Crisis Protocol), roleplaying games (Dungeons and Dragons, Pathfinder/Starfinder), puzzles, and gaming accessories across an inventory of $14.99 to $59.99 unit-priced items.
The business model is direct-to-consumer retail with one-time unit purchases, supplemented by a used-game trade-in program, clearance items, Kickstarter pre-orders, and a tiered Fair Game Rewards Program (Adventurer, Legend, Fair Game VIP) that issues points, referral bonuses, and birthday rewards. Fair Game has no proprietary technology stack, no patents, no AI capabilities, no disclosed external funding, and operates with a staff of 1–10 employees. Revenue is not publicly disclosed.
Commercial reach is anchored in a community "third space" model, with in-store events, TCG tournaments and prereleases, league play, private event hosting, and a Youth Dungeons and Dragons program aimed at families and younger players. Primary customer segments are tabletop gaming hobbyists, families, and TCG collectors/competitive players, with the chain differentiated by staff-led guidance and an inclusive retail experience. Distribution is dual-channel: regional retail across three Chicago suburbs plus nationwide e-commerce shipping.
Fair Game firmographics
Firmographics- Name
- Fair Game
- Legal name
- Fair Game
- Website
- https://fairgamestore.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Fair Game is a privately held tabletop game retailer operating three Chicago-suburban retail locations and a national e-commerce store, selling board games, trading card games, miniatures, RPGs, puzzles, and accessories to hobbyists, families, and TCG players.
- Ownership category
- akta.pro rank
Where Fair Game is headquartered
LocationHeadquarters
- HQ city
- Downers Grove
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Fair Game business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales: Fair Game generates revenue through retail sales of tabletop games including board games, card games (trading card games like Magic: The Gathering, Pokemon, Star Wars Unlimited), miniatures games, roleplaying games, puzzles, and gaming accessories. Products are sold as one-time purchases both in-store and online.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for new games and accessories |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Fair Game product offering
Product offeringCore offering
Fair Game is a tabletop gaming retailer that sells board games, trading and collectible card games, miniatures games, roleplaying games, puzzles, and gaming accessories through three physical storefronts in the Chicago suburbs (Downers Grove, La Grange, and Geneva, Illinois) and a national e-commerce online store. The retailer complements its product sales with community-focused offerings including a rewards program, in-store events and tournaments, a used game trade-in program, private event hosting, and a Youth Dungeons and Dragons program.
Product overview
Fair Game is a tabletop gaming retailer offering a unified platform combining physical retail stores and an e-commerce online store. The product portfolio centers on the online store and physical locations, which together provide access to a comprehensive range of gaming products including Board Games, Card Games (Magic: The Gathering, Pokemon, Star Wars Unlimited), Miniatures Games (Star Wars Legion, Warhammer), Roleplaying Games (Dungeons and Dragons), Puzzles, Accessories (dice, card sleeves, storage), and Kickstarter pre-orders. The offering is augmented by a Rewards Program with VIP tiers, Special Programs including private events and youth D&D sessions, and an Events Calendar for community gaming activities across three Illinois locations (Downers Grove, La Grange, Geneva).
Differentiator
Problem solved
Functional benefit
Products and services
- Board Games
Companies that use Fair Game
Customer profileSegments3 records
Ideal customer profiles3 records
Fair Game technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Fair Game partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights5 records
Fair Game competitors and assessment
Company assessmentEmerging players
- Board Game Atlas: Online marketplace and discovery platform for local board game cafés and retailers. Partially overlapping with Fair Game's mission to drive in-store hobby gaming engagement, and a potential partnership or distribution channel.
Direct peers
- Star City Games: TCG-focused retailer and event organizer running Magic: The Gathering tournaments, pre-release events, and content. Comparable to Fair Game's tournament- and community-driven TCG engagement model.
- Miniature Market: Major online retailer of board games, miniatures (including Warhammer and Star Wars Legion lines that Fair Game also carries), and card games. Directly comparable product mix and direct-to-consumer online model.
- CoolStuffInc.com: Large online hobby game retailer carrying Magic: The Gathering, Pokemon, board games, miniatures, and RPGs with nationwide shipping. Direct competitor to Fair Game's e-commerce business on selection and price.
- Card Kingdom: Specialty trading card game retailer with strong in-store events, tournaments, and a robust singles/secondary market. Comparable in combining a community-driven physical presence with a national online storefront, particularly for Magic: The Gathering.
- Troll and Toad: Long-running online hobby game retailer carrying TCGs, miniatures, board games, and RPGs. Directly comparable e-commerce-only competitor across most of Fair Game's product categories.
- Noble Knight Games: Specialty hobby game retailer with deep used-game inventory and broad new-game selection across RPGs, wargames, and board games. Comparable to Fair Game's mix of new and used inventory and breadth of hobby gaming categories.
Broad incumbents
- Asmodee: Largest global board game publisher (Catan, Ticket to Ride, Star Wars board games, etc.) and parent of several distributors. Upstream partner/supplier to Fair Game rather than a retailer, but a structural counterpart whose distribution decisions shape the hobby retail landscape.
- Amazon: Mass-market online retailer carrying board games, TCGs, miniatures, and puzzles. Competes with Fair Game primarily on price and convenience rather than community/experience, but constrains the price ceiling across the category.
Regional players
- Source Comics & Games: Independent Minneapolis-based hobby game, comic, and collectibles retailer with a strong community/events program. Comparable as a multi-category local game store operator with community programming, though serving a different metro.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Fair Game social profiles
Digital presenceFair Game financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fair Game leadership team
Management profileNumber of profiles
Fair Game funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fair Game M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fair Game
What does Fair Game do?
Fair Game is a tabletop gaming retailer that sells board games, trading and collectible card games, miniatures games, roleplaying games, puzzles, and gaming accessories through three physical storefronts in the Chicago suburbs (Downers Grove, La Grange, and Geneva, Illinois) and a national e-commerce online store. The retailer complements its product sales with community-focused offerings including a rewards program, in-store events and tournaments, a used game trade-in program, private event hosting, and a Youth Dungeons and Dragons program.
Is Fair Game a public or private company?
Fair Game is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fair Game founded?
Fair Game was founded in 2010. It employs 1 to 10 people.
Where is Fair Game based?
Fair Game is headquartered in Downers Grove, United States, in the North America region.
How does Fair Game make money?
One revenue line is on record: product Sales.
Who are Fair Game's main competitors?
Board Game Atlas is listed as an emerging player. Direct peers are Star City Games, Miniature Market, CoolStuffInc.com, Card Kingdom, Troll and Toad and Noble Knight Games. Broad incumbents are Asmodee and Amazon. Source Comics & Games is listed as a regional player.
Does Fair Game have an API?
No public API is recorded for Fair Game.