Josh Roberts, co-founder of Very Special Games, joins Will Laurenson to unpack what it really takes to scale a tabletop games business across DTC and retail. They discuss why Meta ads are still the strongest channel despite becoming harder to predict, how retail attribution pushes brands to build more sophisticated data stacks, and why TikTok works better organically than through paid media. Josh also shares his personal motivation for creating inclusive games for children with autism and explains why licensing and mobile apps are often riskier than they appear.