What inspired you and your co-founders to create The Football Game, and what gap were you trying to fill in the market?

The game actually started on the back of a school bus during a trip to a water park in Devon when we were 16. We invented it just to pass the time – a simple, verbal football challenge between friends that quickly became something we’d play on every journey, in pubs, on trains, on holidays, even once while waiting for one of the founder’s bride to walk down the aisle!

We loved playing it and introducing new people to it. We wanted to share that same fun, nostalgic, slightly argumentative energy with more people, and that’s what led us to create the card game.

To the extent that there was any attempt to fill a gap in the market, I would say it was for a football game that’s quick and easy to play, flexible enough for five minutes or five hours, and all about friendly competition and conversation rather than screens or stats.

How did the initial concept evolve into the final product we see today?

It began as a purely verbal game we’d play anywhere. When we started thinking about how to share it more widely, we considered creating an app, but ultimately decided we wanted something physical, a game that encouraged people to put their phones down and just enjoy time together.

So, we turned it into a card game. We went through a few prototypes, testing different question types, card formats, and rule tweaks. The rules were always pretty straightforward, the focus was really on refining the categories, wording, and the inclusion of blank cards so players could personalise their decks.

What were the biggest risks or challenges early on, and how did you handle them?

We’ve been quite fortunate in that the journey’s been positive and steady overall. But launching our Kickstarter was definitely the biggest challenge. It took a huge amount of work to prepare, from designing and manufacturing the game to building enough buzz that people would be excited to back it.

If the campaign hadn’t funded, it would have been tough to launch. Thankfully, it did, we raised £6,000, well above our £4,000 target, and that gave us the momentum we needed to bring The Football Game to life.

Was there a specific moment when you realised the game could really work?

Yes, during our early playtests. The first time we saw a group of people who didn’t know us playing, really getting into it, and asking to keep going even after the session was over, that was the moment we realised we might have something special.

Can you briefly walk us through how the game works and what kind of content players can expect on the cards?

There are a few ways to play, but the main one is Classic Play. Players turn over a category card, for example, “Goalkeepers to play for Manchester United” — and a timer card, say 30 seconds. Each player then bids how many correct answers they think they can name in the time limit. Someone eventually gets challenged, and if they successfully name their number of answers, they win the card; if not, their challenger does.

There’s also Speed Play, a quicker, simpler mode where players take turns naming correct answers until someone slips up.

And then there’s MyXI, where players draft an eleven-a-side team based on the categories that come up, it could be Ivorian players, Players to play in MLS, Bald players, etc.

Categories cover everything from players and managers to trophies, pundits, referees, and plenty of niche football trivia. The blank cards let players personalise the game too, adding their favourite teams, competitions, or inside jokes. 

Did you conduct playtests or gather feedback before launch? What key insights did that process give you?

Yes, we did lots of beta testing, usually small groups of four or five people in a pub, just playing the game while we observed trying to input as little as possible. We wanted to see how intuitive it was without us explaining anything. Afterwards, we gathered feedback through online forms.

It was incredibly useful. The game actually worked really well from early on, which was encouraging, but we learned a lot about which categories people loved most and how wording affected clarity. Sometimes a card’s phrasing would confuse a few players, so we worked hard to make everything as clear and consistent as possible.

How did the launch go? Were there any surprises along the way?

The Kickstarter launch was brilliant. We raised £6,000 in 30 days and built a small but really engaged following in the process.

When we started shipping games, the feedback was amazing. People were tagging us in photos and videos of their friends and families playing, often saying how much fun they were having. It was surreal seeing the game out in the world for the first time and shipping out to something like 17 different countries in the first six months.

What approach did you take to marketing and getting the word out early on?

Social media was key for us. We focused on short, engaging clips showing people actually playing the game.

We also collaborated with a range of football creators, podcasts, and journalists — including Tifo, Bucket Hat Sam, Nostalgia FC, Bore Draw, and journalists from The Athletic, The Guardian, and Sky Sports. Working with that wider football community really helped get the word out.

How is the game performing today in terms of sales, engagement, and community reception?

It’s going really well. We’ve built a fantastic community, particularly on Instagram, where we run weekly trivia challenges that people love taking part in.

Sales are strong, especially around Christmas as it’s a perfect gift and a great game for Boxing Day or pub nights with friends. Beyond sales though, it’s been amazing to see the friendships, connections, and stories that have come from people playing it together.

What user feedback has most shaped your updates or direction since launch?

I think maybe the biggest update has been the introduction of MyXI, a new way of playing the game. The idea for this game style can from a few sources but one was a guy called Owen who follows us on Instagram and appears on the podcast Nostalgia FC. He shared a screenshot of the category cards laid out on a table in a formation which helped cement the idea of drafting teams using the cards as inspiration.

How has hosting the game on your YouTube channel affected its growth and community?

It’s been a great addition. Our YouTube videos are longer-form, anywhere from 20 minutes to an hour, and they show real people playing the game as well as the extra things the game prompts – remembering players you’d not thought about for 10 years, debates, arguments, your mind going blank at the worst moment.

Even though our YouTube following isn’t as big as our other platforms, it’s helped people see the magic of the game in action, and often, that’s what convinces them to grab a copy.

What’s next for The Football Game — any expansions, digital versions, or new markets in the pipeline?

We’ve started experimenting with new formats, including a TikTok filter that lets people play rounds straight from their phones, which has been really fun to watch take off.

We’ve also been exploring app development and themed expansion packs, for example, editions focused on specific clubs or leagues like Arsenal, Manchester United, or the Premier League. There’s even talk of a “blank cards” edition to let players fully customise their game.

Everything’s in early stages, but we’re excited to keep building on what’s already such a fun and community-driven project.

https://www.thefootballgame.co/

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