Jaime Herrera, IM student and Google Adwords Specialist at Grupo Nación, Costa Rica
Posted: Sat Apr 19, 2025 10:38 am
Jaime's career has always been linked to board games. He co-founded Avalon Game Arena for over 17 years and has been responsible for promoting it through all the resources of digital marketing. He has also organized tournaments for over 15 years and currently dedicates his expertise to one of Costa Rica's leading media groups, Grupo Nación . He tells us his story in the following interview.
How did your passion for board games begin?
It started very young, from the age of 15 or 16, when my twin brother and I used to play Dungeons & Dragons in our hometown of Bogotá, Colombia. When we arrived in Costa Rica, these types of games weren't well-known, so we decided to turn our hobby into our business venture.
When you co-founded Avalon Game Arena in 2001, what resources did you have to carry out this project?
We truly had limited resources; we colombia mobile database were new to the country, which presented a challenge. However, we were very familiar with the products; our older brothers were living in the US at the time, so we had a relatively easy time accessing these products and subsequently marketing them in a market where they were virtually unknown. However, our tenacity and passion for this hobby gradually led us to develop a national market.
At what point does digital marketing enter your life?
I've always been a big fan of technology , and above all, very curious, which is why I've always been interested in these topics. In recent years, and especially during the 2008 and 2009 crisis in the US, when many game production companies were affected and forced to close their doors, we realized that the changes that were coming would be impactful . At that moment, I became much more interested, deciding to dive into this field full-time.
What are the unique features of the board game market in terms of communication?
Board games are a centuries-old tradition. They're one of the few activities where we interact socially with other people in a fun way, allowing us to disconnect from the digital world we live in today. Being luxury and imported products, they become expensive for consumers , a factor that creates a significant limitation when choosing communication channels.
How did your passion for board games begin?
It started very young, from the age of 15 or 16, when my twin brother and I used to play Dungeons & Dragons in our hometown of Bogotá, Colombia. When we arrived in Costa Rica, these types of games weren't well-known, so we decided to turn our hobby into our business venture.
When you co-founded Avalon Game Arena in 2001, what resources did you have to carry out this project?
We truly had limited resources; we colombia mobile database were new to the country, which presented a challenge. However, we were very familiar with the products; our older brothers were living in the US at the time, so we had a relatively easy time accessing these products and subsequently marketing them in a market where they were virtually unknown. However, our tenacity and passion for this hobby gradually led us to develop a national market.
At what point does digital marketing enter your life?
I've always been a big fan of technology , and above all, very curious, which is why I've always been interested in these topics. In recent years, and especially during the 2008 and 2009 crisis in the US, when many game production companies were affected and forced to close their doors, we realized that the changes that were coming would be impactful . At that moment, I became much more interested, deciding to dive into this field full-time.
What are the unique features of the board game market in terms of communication?
Board games are a centuries-old tradition. They're one of the few activities where we interact socially with other people in a fun way, allowing us to disconnect from the digital world we live in today. Being luxury and imported products, they become expensive for consumers , a factor that creates a significant limitation when choosing communication channels.