MyMiniFactory marketing and brand head Anjuli Smith has left the 3D-printing marketplace to launch her own tabletop agency, whose work will include helping smaller board game publishers find distributors and expand internationally.

Smith left MyMiniFactory at the end of September to focus full-time on her newly-launched Tabletop Growth Partners, which will primarily target the TTRPG and wargaming sectors with marketing, digital growth and business development services.

But she is also looking to offer international business development support for smaller board game publishers, using contacts built up over 13 years in the industry to introduce them to distributors and support them through sales and negotiation meetings.

Smith told BoardGameWire she is currently in talks with three board game publishers about working with them at the Spielwarenmesse trade fair in Nuremberg next February – including new Canadian publisher Acolyte, which focuses on co-op and semi co-op games and is looking for UK and European distribution.

She said, “An available network is a huge blocker for many smaller and newly launched publishers. Getting your games in front of the right people who know how to market them (and will in fact market them) is key to expansion.

“With over 5,000 new board games releasing annually I think it can be pretty daunting for smaller publishers who lack the massive budget of The Op’s Flip 7. Being able to use someone who people already know and trust to open a door for you is a huge win.”

Smith said her work with those publishers would include introducing them to distributors she already has relationships with, approaching potential new distribution partners and organising their meeting schedules ahead of the show.

She will also sit in on meetings for publishers that request additional support, including helping with negotiations and expansion plans.

Smith said, “I have a huge network of industry colleagues I have grown over the last 13 years and I think it’s important to give back and not gatekeep that.

“I like being able to introduce folks to each other and watch them both grow and succeed because of it.”

Tabletop Growth Partners will also offer marketing strategy, digital storefront optimisation, crowdfunding and subscription support, and representation at international events including SPIEL Essen, PAX Unplugged, GAMA Expo and UK Games Expo.

Smith told BoardGameWire she believes the cost of attending international shows could make that kind of support particularly valuable to smaller publishers.

Smith said, “For a small publisher the costs of flights, hotels, and a booth are huge. Asking them to then take time away from sales to talk to others simply isn’t an option.”

She added that many board game studios and publishers had opportunities to expand their communities, but lacked the time, knowledge or money to pursue them themselves.

“At the end of the day they are creatives, they should be creating their next bestseller, not getting bogged down with admin and endless meetings. Let me do that.”

Smith joined MyMiniFactory after previously working as a purchasing assistant at Asmodee UK and at Asmodee Entertainment’s fiction imprint Aconyte Books, and most recently served as the 3D-printing platform’s head of marketing and brand.

Her work there included business development around bringing established tabletop properties into 3D printing, including Steamforged Games‘ Warmachine and Modiphius Entertainment‘s The Elder Scrolls.

Smith said that while she is based in the UK, she has set her working schedule to cover US mornings because she expects “a vast majority” of the agency’s clients to be based there.

The agency has also signed up as an ambassador for MyMiniFactory’s Soulcrafted initiative, which was launched to champion human-made creative work amid the rapid growth of generative AI.

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Australia’s biggest gaming convention is growing its tabletop exhibition space yet again amid the ongoing global boom in TCGs.

Pax Aus has featured tabletop games since the Melbourne-based con was launched in 2013, with the segment having grown over the years to take up a significant share of the show’s floor space.

The convention’s event director Lauren Luciani told BoardGameWire Pax Aus is expanding its dedicated tabletop hall by 7% for this year’s show, which takes place from October 9 to 11 – adding that even with that extended footprint, a waiting list had emerged for tabletop exhibitors.

Luciani said about 70% of exhibitors from last year’s show were returning for 2026 – although she would not reveal overall exhibitor numbers, or even an overall attendance for last year’s event, describing both figures as “confidential”.

Pax Aus’ announcement of this year’s show was once again dominated by major TCG publishers, underscoring the huge and growing popularity of a swell of different collectible card games over the past few years.

Magic: The Gathering‘s new Reality Fracture set, Disney Lorcana, Riftbound: League of Legends TCG, Star Wars: Unlimited, One Piece Card Game, Dragon Ball Super Card Game, Flesh and Blood and the Cyberpunk TCG were all namechecked in a recent announcement from Pax Aus showcasing this year’s event.

On the board game side highlighted games were thinner on the ground, however, with Asmodee studio titles including The Lord of the Rings: The Two Towers Trick-Taking Game, Citadels Duel, Schadenfreude and party games from its Exploding Kittens studio the only non-TCGs namechecked in the announcement.

Asmodee ran a large booth at last year’s show, while other stands included board game distributors Let’s Play Games and Asmodee-owned VR Distribution (which rebranded to Asmodee in Australia last September), as well as a first-ever appearance from Warhammer publisher Games Workshop.

Other board game publishers with dedicated booths were few and far between in 2025, however, with much of the remaining tabletop section made up of retailers and a handful of stands for media outlets.

Update August 12, 2026: Pax Aus contacted BoardGameWire to add that TTRPG veteran Chaosium has just announced it will be attending, hosting free game sessions and showing off its co-op board game Horror on the Orient Express.

The event does include a large area for indie game developers on both the video and tabletop sides, however, called Pax Rising – expected to host more than 80 independent creators this year.

That segment also includes an Indie Showcase competition to highlight games from Australia’s independent design scene.

Last year’s winners in the tabletop category were Conquest For The Capital by MountainSoul Gaming, Coffee Up! by ToToTam, Cartograph – Atlas Edition by The Ravensridge Emporium, Panda Party by Cheerfolk, Spacewreck Salvage by Aethermon Studios and Potion Society by The Murmuring Mystic.

When asked by BoardGameWire whether Pax Aus now sees TCGs as the primary growth area for the convention, Luciani said, “The trading card game category continues to experience significant growth globally, and PAX Aus is committed to reflecting the interests and passions of our community in the content and experiences we deliver.

“While TCG will have a strong presence at this year’s event, there are still a number of tabletop announcements to come, and attendees can expect a diverse range of tabletop gaming experiences on offer.”

This year’s event will include a segment where fans can meet Australian game designers Jay Bendixen, Ryan Boucher, Natalie Delaney-John and Cam Jasson during special sessions for Gretchen’s Garden and That Dicey Word Game.

Pax Aus also appears to be attempting to broaden its appeal to the collectibles market. eBay Australia returns as presenting sponsor of the Tabletop Hall for a second consecutive year, expanding its presence with the debut of eBay Live, live-streamed collector content and a dedicated Collectors Club programme.

Australia remains a long, expensive trip for European and North American attendees, of course. But for international publishers weighing whether the expense of exhibiting in Australia can be justified, Luciani argued that the value extends beyond direct sales.

“PAX Aus provides tabletop exhibitors with access to one of the largest and most engaged gaming communities in Australia,” she said. “Beyond direct sales opportunities, exhibitors benefit from brand exposure, community building, hands-on product experiences and the ability to engage with both existing fans and new players.

“As tabletop gaming continues to grow, PAX Aus remains a unique platform for publishers, retailers and creators to showcase their products alongside the broader gaming culture that brings tens of thousands of fans together each year.”

PAX Aus now forms part of Melbourne International Games Week, Australia’s largest annual games festival.

This year’s event takes place at the Melbourne Convention and Exhibition Centre from October 9 to 11.

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