The Dice Guys

What The Dice Guys does

The Dice Guys Ltd is a privately held, family-run UK business registered in London that designs, produces, and sells fully bespoke personalised board games through its own Shopify e-commerce storefront at thediceguys.co.uk. Its flagship product, "The Game Of...", is a made-to-order, one-of-a-kind board game built around a customer's personal memories, milestones, inside jokes, family stories, and relationships; the game includes a personalised board, a deck of Core Memory cards, and gift-ready packaging, priced from $275 with a 2-3 week standard production lead time. A portfolio of paid upgrades (Rush Job expedited delivery, Custom House Illustration, Custom Cartoon Character, and Custom Game Pieces) extends the average order value to roughly $300-$400.

The business operates a fully direct-to-consumer model: customers purchase online, then submit personalisation details through a guided JotForm workflow, after which the in-house team produces a digital proof for approval before manufacturing. The technology stack is deliberately lean, relying on Shopify for commerce, JotForm for customisation data capture, Klarna for instalment payments, and FedEx for global shipping, with the storefront supporting multiple currencies to serve international gift buyers. The target customer base consists of individuals purchasing meaningful gifts for special occasions, families preserving shared memories, and couples commemorating relationships; marketing is conducted primarily through organic social (Facebook, Instagram), email newsletter, and Trustpilot-driven social proof, with 340+ reviews and a self-reported 95% five-star rating supporting brand credibility in the personalised gift segment.

The company has no disclosed external funding, no parent organisation, and operates at small scale with unspecified headcount; revenue is not publicly disclosed and bespoke production capacity inherently limits throughput. Ownership and management are private, with "Joe" identified as the primary customer-facing contact and email lead.

Name

The Dice Guys

Legal name

The Dice Guys Ltd

Website

https://thediceguys.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Custom Board Games

NAICS

Hobby, Toy, and Game Retailers (45912), Doll, Toy, and Game Manufacturing (339930)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Board Game & Puzzle Specialty Retailers (CRALALAA)

Keywords

• Custom board games
• Personalised gifts
• Bespoke keepsakes
• Made-to-order games
• Family memory games

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Custom Board Games (Primary Product): One-time purchase of bespoke, personalised board games. Core product 'The Game Of...' starts at $275. Production begins after customer approves artwork. No recurring revenue from individual products.
2. Product Upgrades: Add-on purchases enhancing personalisation: Rush Job ($40), Custom House Illustration ($60), Custom Cartoon Character ($40), Custom Game Pieces ($40). One-time add-on charges at checkout.
3. Shipping Revenue: Shipping charges may apply. Free shipping threshold at $200. Revenue from shipping where order value is below free shipping threshold.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

The Dice Guys designs and produces fully bespoke, made-to-order board games personalised around each customer's personal memories, milestones, inside jokes, family stories, names and locations. The flagship product "The Game Of..." is priced from $275 and is sold direct-to-consumer via the company's own Shopify storefront, with customisation captured through an online JotForm and production kicked off after artwork approval. Optional paid upgrades (Rush Job, Custom House Illustration, Custom Cartoon Character, Custom Game Pieces) extend personalisation and delivery speed.

Product overview

The Dice Guys is a small, family-run UK business that creates custom board games for personal use. The core product is "The Game Of..." — a fully bespoke, story-driven board game personalised around the customer's life, memories, milestones, and inside jokes. This is offered alongside several add-on upgrades: the Rush Job Order Upgrade (for expedited 1-week delivery), Custom House Illustration Upgrade (bespoke background cartoon), Custom Cartoon Character Upgrade (personalised portrait illustrations for 1-9 subjects), and Custom Game Pieces (8 custom playing pieces per game). The main product and all upgrades are sold through their Shopify e-commerce platform and can be purchased individually or bundled together for enhanced personalisation. The company uses JotForm for the customisation form submission process, Klarna for payment processing, and FedEx for shipping.

Differentiator

Problem solved

Functional benefit

Products and services

• The Game Of...

Quantifiable outcome

• 95% customer satisfaction with 5-star reviews

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Three partnerships are on record, tiered operational and core.

• FedExoperationalOthersFedEx is used for all domestic and international deliveries. Handles shipping and logistics for the custom board game products globally.
• ShopifycoreTechnology or IntegrationE-commerce platform powering the company's online storefront. Provides the technical infrastructure for the Shopify store at thediceguys.co.uk.
• JotFormcoreTechnology or IntegrationOnline form platform used for collecting customer customisation details. Customers are emailed a JotForm link after checkout to submit their personalisation information including memories, photos, and preferences.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Zazzle: Online marketplace for fully customisable products across categories including games, prints, and gifts. Directly comparable as a platform enabling buyers to create bespoke personalised items, including board-game-style custom products.
• Personalization Mall: Large US-based personalised gift retailer offering custom-engraved, printed, and embroidered products including custom board games and family-oriented keepsakes. Directly comparable as a DTC custom-gift business serving gift buyers for milestones and family occasions.

Broad incumbents

• Moonpig: UK-listed personalised greeting cards and gifts retailer serving the same UK gift-buyer persona. Comparable as a UK-headquartered personalised-gift incumbent with broader scale but less depth in bespoke games specifically.
• Etsy: Global marketplace hosting thousands of small sellers offering personalised and custom products including custom board games and keepsakes. Comparable as the dominant marketplace for bespoke, hand-made-style personalised goods targeted at gift buyers.
• Ravensburger: Major board game and puzzle publisher with deep retail presence across the UK and Europe. Comparable as a broad incumbent in the board games retail category, though not specialised in personalised products.
• VistaPrint: Global custom-print and personalised products platform serving SMBs and consumers. Comparable as a scaled operator of made-to-order personalised goods with established e-commerce production infrastructure.
• Shutterfly: US-based personalised photo products platform (photo books, cards, gifts). Comparable as a scaled personalised-products incumbent serving family-occasion buyers with custom keepsake products.
• CafePress: Online retailer offering customisable printed products including games, apparel, and gifts. Comparable as a long-standing custom-products platform serving gift and personalisation buyers.
• Asmodee: Global board game publisher and distributor owning major hobby-game brands. Comparable as a broad incumbent in the hobby board game retail and publishing space, though its focus is mass-market titles rather than bespoke customisation.

Others

• Wincraft: US-based manufacturer of licensed and customised games, puzzles, and gaming accessories including custom game pieces. Comparable as an adjacent custom-gaming-products supplier serving promotional and licensing buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/wearethediceguys
• Instagraminstagram.com/thediceguys
• LinkedInlinkedin.com/company/the-dice-guys

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Dice Guys