If you've ever pitched a board game to a publisher, there's a decent chance Print and Play made your prototype. The division of AdMagic, which has been producing game prototypes, promotional materials, and components for designers since its acquisition in 2015, closed its doors on March 27.
AdMagic CEO Shari Spiro called it a "difficult and sad decision," citing years of mounting financial pressure. High labour costs, employee benefits, facility expenses, and rising material costs had turned the division into what Spiro described as a "financial burden" that the rest of the business could no longer sustain. Print and Play employed 12 people at the time of closure, and Spiro declined to confirm whether any would be retained elsewhere in the company.
The loss stings for indie designers in particular. Print and Play was known for its fast turnaround on prototypes, a critical advantage when pitching to publishers at conventions. Designer Gil Hova noted their "turnaround time was unrivalled," making this a significant gap in the prototyping pipeline. AdMagic's parent operation, founded in 1998, has worked on components for major titles including Cards Against Humanity, Exploding Kittens, Thunder Road: Vendetta, and DC Super Heroes United.
AdMagic itself continues to operate its manufacturing and fulfilment business, as well as its publishing arm Breaking Games. But for the indie designers who relied on Print and Play to turn sketches into something they could put in front of a publisher, finding a replacement just got a lot harder.
Sources: Board Game Wire