Steve Jackson Games (SJG), a game publisher since 1980, was profitable in 2011 on the highest gross ever: just over $4.5 million, a million-dollar increase over 2010.
SJG is not just a role-playing game publisher, although the company is chiefly known for the Generic Universe Role-Playing System (GURPS). It also distributes digital downloads sold through their e23 site and publishes two magazines: Pyramid (a monthly PDF release) and the Journal of the Travellers' Aid Society (a biweekly online zine). The reasons for SJG's success was outlined by Steve Jackson himself in the company report:
- They kept their core Munchkin sets in print almost all the time, despite high (and sometimes spiking) sales.
- They released two new Munchkin core sets, and both were popular.
- Sales of the new dice games stayed strong, accounting for about 5% of total sales. Zombie Dice was their #4 item ranked by dollars.
- They continued to offer RPG support, mostly in PDF form.
- They shipped 54 different items (one more than last year): 26 new, 28 reprints.
- The Munchkin line, including the Munchkin Quest boardgame, accounted for about 75% of SJG's sales. Munchkin is now available in 15 languages, with one more licensed.
Jackson also listed his priorities for 2012:
- Keep most of the core Munchkin sets in print. However, just to control our own inventory and the retailers', we will let some of the slower-moving core sets go out of print for a few months at a time. Munchkin Quest will also disappear from the shelves for a few months this summer to let the retailers sell all the current stock, because we're going to have to raise the price on the next printing.
- Just like last year: ship several new Munchkin releases in a variety of formats (including digital); get Munchkin into new markets; promote Munchkin enthusiastically.
- Very much like last year: Release more dice games, and possibly one or more small card games, or even "toylike" games, at low price points.
- Clean out more of the old pipeline. Make Ogre 6th Edition happen.
- Finish the upgrade of our website and online store. Make it excellent.
Jackson said that 2011 was surprisingly good not just for SJG but for gaming overall, considering the poor economy: the Essen show in Germany had record attendance, no major game publishers went out of business, prolific hobby publisher Z-Man Games was sold, though founder Zev Schlasinger continues to work with the company, and Fantasy Flight Games announced a Star Wars license. In light of other good news for the gaming industry, the SJG report is yet more evidence that things are looking up for hobby gaming.
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