The Role: Co-Founder & Strategy Lead

The initial concept was to acquire and turn around a small, failing local game shop. However, after the seller became unrealistic and pulled out of an agreed sale, we ran the numbers and identified a superior opportunity.

We calculated that it would be more cost-effective and strategically sound to build a new brand from scratch, securing a prime location and fresh, high-demand stock, rather than overpaying for a bad location and redundant inventory. My role was to co-found this new venture, leading the brand creation, fitout, market strategy, and operational launch.

Core Expertise & Services Delivered

Strategic Launch & Location

• Identified and secured a prime retail location on Broadway, Newmarket—one of NZ's premier shopping roads—at a great price.

• Negotiated a highly favourable lease, which included a 3-month rent-free holiday and allowed us to take possession of the previous tenant's "cool and edgy" shop fitout, dramatically reducing startup costs.

Brand, Fitout & Marketing

• Leveraging my expertise from Albany Signs, I personally designed the "Urban Warfare" logo and all company branding.

• I single-handedly managed the rebrand and refit of the store, adapting the existing high-quality fittings and lighting to suit our new gaming business, creating a premium atmosphere with minimal outlay.

• As global instability (wars in Iraq and Afghanistan) grew, we strategically decided the original name, Urban Warfare, was no longer appropriate and executed a full rebrand to "Urban Games".

• Developed and launched the company website and all initial marketing materials.

Unique Market Position & Inventory

• Identified a major gap in the NZ market by being the first to combine tabletop games, board games, and trading cards with the booming video game market (Xbox and PlayStation).

• Negotiated key supplier agreements and consignment stock, establishing NZ's largest selection of board games, Warhammer 40k, Magic: The Gathering, and other major tabletop brands.

• Negotiated buy-back and exchange agreements for video games to mitigate risk and prevent stock redundancy in a fast-moving market.

Community Hub & Event Management

• Designed the store layout to include dedicated in-store gaming tables, encouraging customers to demo games and play on-site.

• Pioneered a packed schedule of community-building events, including regular Magic: The Gathering and Warhammer 40k tournaments.

• Hosted networked gaming events for PC, Xbox, and PlayStation, as well as highly-anticipated new game release parties.

Strategic Customer Pathway

• Used the high demand for video games as the primary drawcard to attract foot traffic in the premium shopping district.

• Implemented a successful cross-sell strategy to introduce video game customers (both parents and kids) to the social and creative hobby of tabletop wargaming, building a loyal, long-term hobbyist customer base.

Hands-on Product Expertise

• To enhance the in-store experience and inspire customers, I personally built custom scenery for the gaming tables and painted high-end, pro-level miniature armies for display.

Forced Relocation & Successful Exit

• After establishing a highly successful and popular community hub, the landlord sold the building to a developer, forcing the business to move.

• This move coincided with limitations in the market as the video game bubble began to burst, making the timing opportune.

• With no other suitable buildings available in a realistic price range, a shifting market, and the 2008 financial crash seeming imminent, we decided it was the right time to move on, with my primary focus returning to Albany Signs.

• The business pivoted to an online-only model before being successfully sold.