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Word of mouth is right. For example:

My cousin bought Carnival Games a few weeks ago. My uncle had told him that HE heard it was a good game at work, so he forced my cousin to get it. He didn't enjoy it as much as the rest of the family did.

This is half a year after it released.

Of course, Carnival Games also has a pretty good marketing budget, with commercials running Saturday and Sunday mornings.

Game Party has lots of marketing in the UK.