John Coveyou is the founder of Genius Games and king of dad jokes around the campfire: “Have you heard the one about the sidewalk? It’s all over town!” So, it makes sense that he’s always had a passion for game design, too. Throughout his military service – during which he discovered his love for science – and while earning a master’s degree in engineering, he wondered why there were no games on science concepts like the periodic table, biology of the human body, or the atom. And just like that, Genius ...
John Coveyou is the founder of Genius Games and king of dad jokes around the campfire: “Have you heard the one about the sidewalk? It’s all over town!” So, it makes sense that he’s always had a passion for game design, too. Throughout his military service – during which he discovered his love for science – and while earning a master’s degree in engineering, he wondered why there were no games on science concepts like the periodic table, biology of the human body, or the atom. And just like that, Genius Games was born!
Genius Games now offers more than 50 games that sell worldwide. Originally, John fielded requests from other English-speaking countries – the UK, Australia, and Canada were early adopters – and soon after, often at US game conferences, he found himself fielding inquiries from international distributors eager to sell into their home countries.
John soon discovered that, instead of working with multiple distributors, building relationships with in-country game publishers possessing native fluency of local languages simplified his operations and increased revenues. To support that structure, John built Genius Games as a multi-national rather than global company, allowing for greater autonomy, cultural adaptation, and customized product offerings within each individual country, as opposed to a global company with centralized operations and static processes. For example, the company’s publisher in Spain translates game and product information into Spanish, pays for production costs, then sells the games into international markets. Margins are lower, but royalties are consistent and all profit. Listen to the full episode to hear more on the accounting and numbers!.
Currently, about 20% of the company’s revenue comes from international markets, thanks to the relationships built with overseas publishers visiting the US, and Genius Games are now translated into Spanish, French, Italian, German, Chinese, Hebrew, Polish, Russian, Korean, and other southeast Asian languages.
To complement the expansion effort, in 2022 I introduced John to his state’s export representative; he ultimately secured a STEP grant covering his attendance at an international trade show. The grant paid for travel, lodging, and conference fees and connected John with exporting help from international groups and additional growth opportunities. For instance, he now understands the importance, and mechanics, of adding translation to his website to drive more sales to his partners. A multilingual website optimizes the experience for people searching for Genius Games – or games in general – by recognizing their native language. The strategy increases the company’s reach – consumers will more often buy from websites in their native language – and linking to partner websites for the sale prevents cannibalizing partner sales. (If you’re interested in exporting and want to be connected to your state export rep, reach out to me for an introduction.)
Even with such meaningful success in consumer and international sales, John still sees room for growth. Genius Games has yet to tap into the educational market – if you’re a potential partner or have any connections or resources to help with access to the educational market, please reach out to John on Linked In.
To have fun, play some Genius Games available on their website or Amazon.
Links:
Website: https://www.geniusgames.org/
LinkedIn: https://www.linkedin.com/in/john-coveyou-15586163/
STEP Grant Information: https://www.sba.gov/funding-programs/grants/state-trade-expansion-program-step
German Words (Butterfly): https://www.youtube.com/watch?v=jo0Hsx-yHiI
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with John - https://www.linkedin.com/in/john-coveyou-15586163/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
