While some marketers continue to turn to video games to connect with audiences, Voodoo Ranger is taking a more analog approach to the gaming community. The beer brand, which is produced by New Belgium Brewing, wants consumers to crack open a cold one over board games at major on-site activations taking place during fan conventions across the country in hopes of tapping into the group’s enthusiasm.
“Craft beer is a very passionate group,” said Patrick Morgan, community manager for Voodoo Ranger. “In the gaming space, and specifically the board game space, it is an extremely passionate group.”
With board games surging in popularity, the space is ripe for brands looking to take advantage of a passionate community. To tap into this market, Voodoo Ranger has leveraged partnerships with gaming companies and maintained a robust presence at conventions. It’s a strategy which relies heavily on meeting consumers where they are.
“You can see us at the grocery store, you can see us on a billboard, but that's only a certain group of people we're going to be able to interact with,” said Morgan. “This way, we can actually interact with individuals on the ground. We're there to actually talk, be with individuals and support in that way.”
Birth of a strategy
Prior to its involvement with tabletop games, Voodoo Ranger was already active in the video game space. Brewery staff had a World of Warcraft raid group which would meet regularly, leading to the birth of the brand’s gaming strategy. Ultimately, Voodoo Ranger partnered with DreamHack, a gaming festival, to sponsor a Counter-Strike tournament in 2018.
“We saw a massive passion for brands that were coming into the space in a genuine way,” said Morgan.
Board games were a natural progression for the brand. Like many other beer brands, an on-premise strategy is a central part of their marketing. However, while beer brands such as Heineken and Budweiser flock to sporting events, Voodoo Ranger took a different approach. Instead of Formula One venues it flocked to comic conventions. Instead of partnering with the NFL, it partnered with Rollacrit, a lifestyle brand focused on tabletop games.
Notably, Voodoo Ranger in 2024 released an expansion pack to Rollacrit’s Heroes of Barcadia game, which combines a board game with a drinking game. Pint glasses serve as pawns and the liquid inside serves as a health bar.
In Heroes of Barcadia, each pint glass is assigned a “class,” a unique role with special abilities. The character of Voodoo Ranger fits right in with the game’s Kegger the barbarian and Merlo the sorcerer. Voodoo Ranger’s pint glass bears the image of the brand’s mascot wearing his trademarked hat and glasses.
“We want to offer something new and something that con-goers or event goers are seeking out that they don't have there yet, and so that's something that we've always done, just so we could be there in a genuine way,” said Morgan.
Additionally, Rollacrit serves as the official merchandiser for Gen Con, an Indianapolis gaming convention which drew 72,000 gamers in 2025. This association allows for Voodoo Ranger to tap into the event and interact with fans on a personal level. And these events drive results, with regional sales upticks during the event, according to Morgan.
A different light
For Voodoo Ranger, the board game space allows it to go beyond standard marketing practices and engage with passionate consumers in unique ways. At these conventions, the brand is able to carve out unique spaces for fans to grab a drink and relax. Returning to the same few events year after year helps to build community and a loyal fan base, while simultaneously engaging with those new to the brand.
Currently, the brand is prepping for upcoming tabletop game events, such as PAX Unplugged in December. How the brand activates at the convention has yet to be determined, according to Morgan.
“We get people to see us in a different light, see us in a way they might not have seen us before,” Morgan said. “And so that's why we keep doing it.”
