With over 50 years of heritage behind the game do you see Squatter becoming an outdoor lifestyle brand in the future? We know there is a widespread, passionate affection for Squatter. People who know the game, love the game. Many describe it as their favourite. Other outdoor lifestyle brands have become popular with far less brand awareness than Squatter enjoys. Indeed, I believe there is an expectancy in the community that Squatter will become a lifestyle brand; one that is associated with quality, value and our cultural values. There is a lot of discussion in our industry about sustainability, quality and giving the consumer a lasting experience. Does Squatter tick these boxes? When we talk to people, so many say “I know Squatter! We played it as kids, Mum has still got the copy we bought in the 1960’s, and we still love playing it”. One single game can be played over and over for years and years, and provide happy memories for countless numbers. There are very few commodities that can be passed down through the generations and still deliver the same fun and excitement as on the first day. Perhaps cherished toys and games tick this box better than the rest. Where do you see Squatters engagement as a global strategy? One opportunity is to introduce Squatter to the international markets through the education sector; Squatter is already used for teaching English in Singapore and China. In Australia, some schools in Tasmania, Victoria and South Australia use Squatter as a practical application for economics, maths and agriculture. This model could easily be adopted internationally. Another obvious
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Licensing Expo - Edition 30
avenue is to present Squatter to Wool Growers Associations and international equivalents of our Young Farmers Association in the wool producing nations. Has the business management aspect of the game helped to establish its credentials? Squatter is based on running a farming business. As in any business venture, it is tempting to over-spend on unnecessary improvements that bleed money from core business activity, perhaps seeking a quick Return on Investment (ROI). But then the unexpected comes along, a disease outbreak, or damage to fences or worse calamities, such as drought. Players build awareness gradually. Each time they play the game they are a little bit smarter, with increased understanding. Even without realising it, business management skills are acquired and the players start to budget and to plan for risks such as drought or bush fires. These important business principles can be easily transferred to real life situations. Budgeting, Cash Flow Management, Risk Planning etc are universal to all business operations; and while buying hay may have a rural focus, risk assessment and risk management apply to all ventures. Richard, this has been a really interesting conversation. As you point out, the game and brand certainly have something to offer the industry in terms of the opportunity to develop it’s lasting qualities. The fact that it speaks to the primary industries suggests that it has scalability on a more global model. Thanks for your time and we look forward to more news on your brand as expansion plans evolve. Squatter Australia’s Classic Farming Game squatter.com.au