Target Audiences for「9 Cards Air Series」

①Geek Tabletop Gamers

Some players naturally seek out fresh mechanics. They’ll become Air’s early adopters, testers, and champions. Most importantly, their honest feedback—whether praise, criticism, or suggestions—is exactly what first-time designers need most.

②Game Designers

Let me share two real stories.

• Real Story #1:

A high schooler once took a 10+ hour train ride just to meet me in Beijing. After he pitched me his game: over 1,000 cards, years in the making, I was shocked. But honestly, the mechanics felt painfully generic. I was shocked by he was more passionate and hardworking than I ever was at his age—but all that energy went into a dead-end design.

• Real Story #2: Another designer showed me a polished prototype.

I spent an entire afternoon helping him test it—gave detailed feedback, had dinner together, low efficiency social, In the end? Nothing came of the game.

These aren’t outliers. Over two years, I’ve seen hundreds of creative pitches, and they keep hitting the same walls. That’s why I founded 9 Cards Toy Company: to invest in new board game mechanics, and test my judgment with real money.「Air」is the best “prompt assignment” for identifying promising designers. You don’t need to pitch with fancy words—if your nine-card prototype shows mechanical creativity, you’re exactly who I want to sign. And I will treat your work as seriously—if not more seriously—than you do.

③IP Partners

Compared to bulky, high-complexity board games, 「9 Cards Air」is a streamlined gameplay demo that’s easier for brands to understand. If an external partner finds a specific「Air」title appealing, they can co-publish it with us through IP collaborations. A designer’s job isn’t chasing manufacturers or hunting for artists—it’s about continuously playtesting, refining mechanics, and adapting them to fit new IP collaborations. That’s how the game’s core gameplay reaches more players. Not by sinking time into finding a factory, printing prototypes, or dealing with all the other distractions.

④Digital Publishers

We love games themselves—whether digital or tabletop is just a medium choice. That’s why we actively explore digital adaptations of signed games. Each format has its strengths: board games bring physical presence; video games offer streamlined resolution. We’ll work with the right publishing partners to bring the best of both worlds. Some of the biggest hits—Baldur’s Gate, Civilization, Hearthstone, Marvel SNAP, Slay the Spire—all evolved from board game DNA. A well-designed prototype always has the potential to reach a bigger stage. Even among our submissions, we’ve seen inventive designs from middle and even primary school students. But even if a student comes up with something like “Balatro,” they likely lack the resources to develop it themselves. 9 Cards can help bring their gameplay innovation to life—and connect them with professionals who can sign and refine it.

Product Line 2: 『9 Cards Pro Series』

Breaking past the 9-card limit—for the ultimate gameplay experience.

If your「Air」title is published and receives strong player feedback, and there’s demand for it to be upgraded into a standalone boxed product, we will initiate the『Pro』plan. A Pro release enhances the game in at least four areas: Mechanics refinement, replayability expansion, custom visual design, creative components.

Of course, some prototypes skip the「Air」stage altogether, and are signed directly as『Pro』projects. But there has to be a very good reason—perhaps it requires a unique component, or the concept simply can’t be realized within the limits of 9 Cards.

Some say that the Minimum Viable Product (MVP) is the most widely adopted development strategy in the internet age. You build and test the core functionality quickly to validate market demand and gather user feedback. TikTok, WeChat—many of the apps we use every day were born using this very model. From undergrad to PhD, research topics get more and more specialized.

Others say the purpose of a university, is to push the boundaries of human knowledge. From undergrad to PhD, research topics get more and more specialized. Because if a person can make a one-centimeter breakthrough in one single area in their lifetime—they’ve added one centimeter to the edge of the sphere of human understanding.

「Air」is our MVP. With『Pro』, we hope to add one centimeter to the game industry.

Target Audiences for 『9 Cards Pro』

In addition to the four Air audience segments, Pro expands into two new ones:

⑤International Tabletop Gamers

Every game we publish is designed with a global audience in mind. That’s why mechanical innovation is our first and foremost filter when signing and refining games. We want players—no matter their background or experience level—to be instantly intrigued by the gameplay mechanics during their very first playthrough, and look forward to the next round.

When we showcase our games at events like Game Market (Japan), Gen Con (USA), Essen Spiel (Germany). We want our products to grab attention at a glance—without a word of explanation. That’s why we’re constantly chasing standout visuals and clever physical components.

Relying on national pride to sell games won’t make them better. So we’ll actively sign and promote outstanding designers from around the world. Because true innovation has no borders. When international players interact with games based solely on their mechanics—judging them by the same standards—Chinese designers naturally earn the respect they deserve, standing shoulder to shoulder with global veterans.

⑥New Market Channels

There isn’t a single designer who doesn’t want more people to play their game. That’s why our product positioning is rooted in core players, but aimed at broader markets. We need the recognition and support of enthusiasts—they uphold originality and gameplay quality. But for a game to enter the『Pro』phase, we must also identify new audience segments, like family settings. These users may have never heard of board games, but that doesn’t stop board games from enhancing their daily lives or work environments. For them, it could be love at first play. Niche doesn’t mean small. Going vertical is how we build the next hit, and earn greater respect—and reward—for game designers.