Jeu-Dit welcomes Guime from Ruse Games: The Mix, Gamefound, Kickstarter, and the behind-the-scenes of a Quebec studio

For its 6th episode, Jeu-Dit welcomes Guillaume Boudreau, better known as Guime, game designer and founder of Ruse Games.

After Bunny Boom and Ruse, Guime reflects on his journey in the board game industry, his experiences with crowdfunding, and especially his most ambitious project to date: The Mix.

On the agenda: game design, Kickstarter and Gamefound campaigns, marketing, SPIEL Essen, developing a publishing studio, and new ways to support designers and publishers.

A particularly interesting episode for anyone who wants to better understand how to go from a game idea to a truly professional project.

Who is Guillaume “Guime” Boudreau?

Guillaume Boudreau is a Quebec-based creator and entrepreneur active in the board game scene.

With Ruse Games, he develops his own projects while gradually evolving his role in the industry: designer, illustrator, publisher, entrepreneur, and marketing specialist.

In this episode of Jeu-Dit, Guime reflects on his personal journey and how his initial projects helped him better understand the multiple realities of publishing a game.

His path clearly illustrates a reality of the independent gaming world: creating a good game is only part of the work.

You must also learn how to present it, finance its production, build a community, communicate with players, and finally get the product into shops and onto gaming tables.

From Bunny Boom and Ruse to The Mix

Before The Mix, Guillaume Boudreau had already developed several projects under the Ruse Games banner, most notably Bunny Boom and Ruse.

These experiences allowed him to experiment with different mechanics, as well as different launch and funding models.

In Jeu-Dit, Guime explains how his creative process has evolved over time and how each new project brings new lessons.

The discussion explores both the mechanical development of a game and the entire structure built around it.

How do you know if a concept is worth developing?

When should you keep iterating?

How do you turn a prototype into a commercial product?

And above all: how do you gradually professionalize your approach?

These are questions that many independent designers eventually face.

The Mix: a strategic board game about cocktails

The project at the heart of the episode is, of course, The Mix, the new game by Guillaume Boudreau published by Ruse Games.

In The Mix, players step behind the counter of the Foxtrot Bar and try to create cocktails to satisfy their customers and develop their expertise.

The game combines resource management, worker placement, and engine building, all within a world inspired by mixology.

The Mix is designed and illustrated by Guillaume Boudreau and is played by 1 to 4 players. Several Quebec retailers are presenting it as a 2026 new release from Ruse Games.

But the initial idea didn't come about yesterday.

Guime explains that he worked on the project for several years. In his design diary published on BoardGameGeek, he notes that The Mix was born from the meeting of two worlds he particularly enjoys: cocktails and euro-style strategy games.

Why choose Gamefound over Kickstarter?

The topic of crowdfunding occupies a significant part of the episode.

Guime already has experience with crowdfunding campaigns and looks back at the differences he observed between Kickstarter and Gamefound.

For The Mix, Ruse Games ultimately chose to launch its campaign on Gamefound.

The show provides an opportunity to reflect on this choice and on the elements a publisher should consider before selecting a platform: the target audience, available tools, campaign structure, backer management, and the experience offered around the project.

The goal is therefore not simply to determine which platform is “better.”

Instead, it is about understanding that a crowdfunding platform must align with the type of game, the desired audience, and the overall strategy of the project.

For a designer or small publisher, this choice can have a major impact on the entire campaign.

The Mix: a campaign funded in just one hour

The choice clearly found its audience.

The Gamefound campaign for The Mix was funded in just one hour and ultimately reached 725% of its initial goal, according to the report published by Ruse Games at the end of the campaign.

Beyond the amount raised, the campaign also allowed Ruse Games to build a community around the project, notably thanks to the various goals, expansions, and content offered to backers.

This community dimension is particularly important in modern crowdfunding.

A campaign is no longer just a way to raise the money needed for production.

It also becomes a tool for marketing, market validation, and creating a community even before the game is released.

How to succeed in a Kickstarter or Gamefound campaign?

The discussion with Guime also addresses the many steps that actually precede the launch of a campaign.

A crowdfunding campaign doesn't begin on the day you press the “Launch” button.

It is prepared several months in advance.

In particular, you must work on:

the visual presentation of the game;

the campaign page;

videos and explanations;

prototypes;

reviews and previews from media;

the community;

advertising;

the email list;

the different pledge levels;

logistics and production.

In the episode, Guime shares his experience with these various stages and explains why marketing must be considered much earlier in the development of a game.

For a new designer or publisher, this is probably one of the most important lessons: an excellent game will not automatically find its audience simply because it exists.

Marketing in board games: a profession in its own right

Episode 6 also looks at a subject that is still sometimes underestimated in the industry: board game marketing.

In parallel with Ruse Games, Guillaume is also developing Remarke, a business dedicated to marketing.

The discussion touches on the professionalization of the sector and the growing role of specialists capable of helping creators better present their products.

Building a brand, defining your positioning, preparing an advertising campaign, managing social media, or developing a launch strategy requires skills that are very different from those used to design a game.

For designers and small publishers, being able to identify these needs can make a significant difference in the development of their project.

Ruse Games wants to go beyond publishing its own games

The future of Ruse Games also constitutes an important part of the conversation.

The studio wishes to continue publishing its own projects, but also to develop a range of services that can touch upon several spheres of the industry.

The goal is, in particular, to be able to support designers and publishers at different stages of their projects.

Marketing, strategy, guidance, and expertise related to crowdfunding are among the areas covered in the show.

This evolution also reflects Guime’s journey.

After having to learn how to manage several aspects of his own projects himself, he can now transform this experience into services that can be useful to other creators.

SPIEL Essen: a major milestone for The Mix and Ruse Games

The episode also looks back at SPIEL Essen, the world’s largest board game trade fair.

For a Quebec publisher, participating in Essen represents a unique opportunity to meet players, distributors, shops, media, and international partners directly.

In 2026, The Mix will be available directly at SPIEL Essen, where Ruse Games will be present from October 22nd to 25th in Hall 4, booth 4.E400. A bilingual French-English edition of the game will be offered on-site.

For Guime, Essen therefore represents both an opportunity to present The Mix to the European public and a step in the international development of Ruse Games.

Creating your own mechanics and finding your designer identity

Another particularly interesting theme of the episode concerns creating a designer identity.

Starting around the 57-minute mark, the discussion returns to the idea of creating a signature mechanic.

All designers eventually look to develop something that distinguishes their games.

But this identity isn't necessarily built intentionally from the very first prototype.

It can appear gradually through the creator's projects, experiences, and preferences.

With Bunny Boom, Ruse, and then The Mix, Guime shows exactly how a designer's path can evolve from one project to another while gradually developing a recognizable identity.

Should you self-publish your game or entrust it to a publisher?

Towards the end of the episode, the discussion also touches on a question that almost every new designer asks:

Should you publish your game yourself or present it to a publisher?

The two approaches are very different.

Self-publishing gives the creator more control, but also involves taking charge of or coordinating production, marketing, logistics, funding, and distribution.

Entrusting your game to a publisher generally allows the designer to focus more on creation, but requires accepting that many decisions will then be made in collaboration with the company that will publish the game.

Guime’s experience allows us to observe the reality of someone who has chosen to gradually develop their own publishing structure.

From game designer to gaming entrepreneur

What stands out particularly from Guillaume Boudreau’s journey is the gradual multiplication of roles.

Designer.

Illustrator.

Publisher.

Crowdfunding specialist.

Marketer.

Entrepreneur.

This versatility is increasingly common among independent studios.

It allows for maintaining a lot of control over a project, but it also forces creators to develop skills that go far beyond game design.

With Ruse Games, Guime now seems to be entering a new stage: using the experience gained with his own games to support other players in the gaming community.

Watch Jeu-Dit episode 6 with Guime from Ruse Games

In this episode, Hugo and Leany discuss with Guillaume “Guime” Boudreau:

his journey in the world of board games;

Bunny Boom and Ruse;

the creation of The Mix;

Kickstarter and Gamefound;

preparing a crowdfunding campaign;

marketing for board games;

Remarke;

future projects from Ruse Games;

SPIEL Essen;

creating a signature mechanic;

self-publishing vs. working with a publisher.

The full episode is approximately 1h 29m long.

Watch Jeu-Dit episode 6 with Guime from Ruse Games on YouTube:
https://youtu.be/LtTmC7FNumo

FAQ — Guime, Ruse Games and The Mix

Who is Guillaume Boudreau, a.k.a. Guime?

Guillaume Boudreau, also known as Guime, is a Quebecois designer, illustrator, and entrepreneur active in the field of board games. He is notably behind Ruse Games and the games Bunny Boom, Ruse, and The Mix.

What is The Mix?

The Mix is a strategic board game from Ruse Games about cocktails. Players develop their bar, fulfill orders, and combine different mixology techniques. The game combines resource management, worker placement, and engine building.

How many players can play The Mix?

The Mix is designed for 1 to 4 players and offers strategic games focused on managing a bar and preparing cocktails.

Was The Mix funded on Kickstarter?

No. The Mix was launched on Gamefound. Its campaign was funded in just one hour and ended at 725% of its initial goal.

Why did Ruse Games choose Gamefound over Kickstarter?

In episode 6 of Jeu-Dit, Guillaume Boudreau explains the factors that influenced his choice of platform for The Mix and compares his experience with different crowdfunding solutions.

What is the difference between Kickstarter and Gamefound for a board game?

Both platforms allow for financing projects with the help of a community of backers. However, they offer different tools, audiences, and ecosystems. The choice depends notably on the type of game, the marketing strategy, and the publisher’s needs.

Will The Mix be available at SPIEL Essen 2026?

Yes. Ruse Games will present The Mix at SPIEL Essen from October 22 to 25, 2026, in Hall 4, booth 4.E400.

What is Ruse Games?

Ruse Games is a Quebec studio for the creation and publishing of board games founded by Guillaume Boudreau. The studio develops its own games and also wishes to offer more services and guidance to other stakeholders in the industry.

Where to watch Jeu-Dit episode 6?

Episode 6 of Jeu-Dit, featuring Guillaume Boudreau and Ruse Games, is available for free on YouTube as well as in podcast format.