GOLIATH GAMES x LINSEY: The Rummikub Content That Brought People To The National Championship
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I used to hate board games. And somehow… that became the perfect starting point for this campaign.
Because when Goliath Games approached me to create content for Rummikub, I knew exactly what the real challenge was: How do you make a classic board game feel cool again?
THE CHALLENGE
Goliath Games, one of the world’s biggest game companies, was organizing a Rummikub competition that started with the Dutch National Championship and could eventually lead all the way up to European and even World Championships.
The campaign needed content that would get people excited enough to actually participate. Not just scroll past it.
That meant changing the perception of Rummikub itself. Because for a lot of people, board games still had a slightly dusty image. I wanted to flip that completely.
THE CONCEPT
My inspiration came from one of the most visually iconic series about strategy games ever made: The Queen’s Gambit. So I created: The Queen’s Goliath.
A concept inspired by the cinematic tension, styling and aesthetic of the Netflix series, but translated into the world of Rummikub.
Think: dramatic visuals, editorial-inspired photography, game strategy energy, and content that made Rummikub feel less like “family game night” and more like a competitive mind sport with personality. Which honestly killed it as their ads!
THE CREATIVE APPROACH
The funny thing is: becoming a mom completely changed my relationship with games. Suddenly game nights became part of my life and Rummikub entered my world at exactly the right moment.
So instead of forcing a campaign concept, I leaned into storytelling that actually felt authentic to me. I practiced. Played the game. Created content around the experience. And documented my road toward the Dutch National Championship itself.
- The visuals became a mix of:
- cinematic storytelling,
- fashion-inspired content,
- internet culture references
- and playful competition energy.
Exactly the kind of creative crossover I love building for brands.
THE RESULTS
The content performed so well that Goliath Games used it crossmedially across multiple platforms, including paid advertising campaigns.
But the best part happened during the actual NK Rummikub event itself. Multiple people came up to me saying: “I’m here because of your content.” Which honestly is one of the strongest compliments branded storytelling can get.
