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FEATURE.........................Gamely GamesPlaying their cards rightSetting up her own games company was agamble that paid off for former journalist HazelReynolds. Gamely Games, which began in 2015with £4,500 of Kickstarter cash under its belt,has just sold its 100,000th game and was namedAmazon Small Business of the Year for 2019.Their refreshing business model is based arounddoing the right thing “and making peoplesmile”, says Hazel, whether that’s with theirhilarious range of family-friendly card gamesor supporting a raft of local charities. Over twodays in October, all profits from the sale of newgame Frozen Unicorns were donated to TheCarers Centre in Bedford Place, totalling morethan £1,200.A former trustee for the Samaritans, Hazel hasalways been community-minded and, she says,it is amazing to be able to give 10% of profits tolocal charities including Chomp Brighton, andJustlife. As a birthday treat, team members getan extra £100 to donate to their chosen cause.“Our aim is to have the happiest employees inthe world,” says Hazel of the company’s tradesecrets. “It’s so important to us to create anenvironment where they feel supported and ableto do good in the wider world.”Gamely hit the £1m turnover mark in Decemberbut, for Hazel, the main benefit of theirsuccess is knowing that their games – whichinclude Soundiculous, Jibbergiggle and The Pretender– are out there getting people together.“That figure means about half a million peoplehave enjoyed our games, and that feels amazing,”she says.Hazel was inspired to start making games fora living after creating Randomise (a card gamewhere players draw, act or describe their wayto victory) in 2014, with the aim of getting hermuch younger sister off her iPad. The teamnow includes her husband Chris, as well as DavePerrins and Tina Harrington.“The way we run our company is that we focuson what is fun and what is good. That has ledto profits, but it isn’t driven by profits. We don’thave to choose between being a good companyand being a profitable company,” she explainswhen asked about turning down investment fromJenny Campbell on Dragons’ Den two years ago.“That’s what gets me out of bed in the morning:thinking about how we can do more good stuff,and because we haven’t taken investment, wehave got the freedom to do that.”This year will see them considering a differentdirection with a new game based on conversationstarters to “get people to open up and telltheir stories, using everything we have learnedfrom making games to help people to havemeaningful conversations”. They’ll also befocusing on getting games to children who mostneed them.“We’re all putting good stuff out into theworld,” says Hazel, “and it seems to be goingreally well.” Ellie Evansgamelygames.com....69....