By my estimate, there are some 70-100 new board and card and miniature and role-playing games released every month, meaning some 900 to 1200 new games to compete with the 1000s already on the market. How does a retailer, unless they have unlimited shelf space like Amazon, stock all of them and how does a manufacturer with a new game break through the clutter? Given that, based on past performance, less than 100 of those games will still be around 5 years from now. it is unlikely that many will. The ones that do will do so by getting people to talk about them, either through secondary brand association through play or creation by a "celebrity"--Exploding Kittens and any of the games featured on Wil Wheaton's TableTop series come to mind- or bypublic awareness through both the mass media and individual communications. Cards Against Humanity and Catan come to mind as examples of the latter.