In a rapidly evolving world of collectibles and gaming, stories of resilience and community stand out. One such narrative is that of Bery Hatfield, the owner of Gamelandia, a local game store (LGS) in Palo Alto, California. Bery’s journey into the world of tabletop gaming and collectible cards traces back to his childhood in a small Colorado town. Here, amid limited access to gaming resources, he developed a passion for games that would ultimately shape his adult life.

As a child, Bery indulged in board games with his father and engaged in card games like Magic: The Gathering with friends. However, as he ventured into New York City to pursue a career in film and television, he found himself distanced from tabletop gaming. The turning point came when he rediscovered his passion for board games through Scythe, igniting his desire to connect with a community of like-minded individuals. Yet, life presented challenges when his wife, Lisa, was diagnosed with a rare and aggressive form of leukemia. This personal crisis led them to relocate to California, seeking proximity to specialized medical care.

A Vision for Community

While settling into their new life in California, Bery was faced with the daunting task of finding a job that would provide health insurance while also fostering a new community. His enduring love for games fueled his ambition to connect with others through shared interests. However, Bery found the existing local game stores lacking the welcoming atmosphere he desired.

Determined to create a convivial space, he made a life-changing decision to open his own local game store in Palo Alto. Bery aimed to establish Gamelandia not just as a business, but as a community hub where everyone—regardless of age, gender, or background—could feel at home. One of his core motivations was to foster inclusivity, addressing the often uncomfortable experiences marginalized groups might face in traditional gaming environments.

Gamelandia’s Commitment to Inclusivity

The vision behind Gamelandia extends beyond retail; it encompasses a commitment to nurturing a sense of belonging. Bery’s experience growing up without a local hobby shop fueled his desire to provide children in Palo Alto the kind of community he had yearned for. To achieve this, Gamelandia prioritizes creating a kid-friendly environment, organizing exclusive events for younger players and treating them with respect, ensuring they feel sufficiently valued and welcome within the gaming space.

Moreover, Gamelandia actively supports local artists, transforming the store into a canvas for creativity. The vibrant space is adorned with murals by talented individuals, such as Morgan Mural Studios and Rochester-based Graham Yarington. These artistic contributions not only enhance the ambiance but also reflect the store’s embrace of community creativity, making every visit an engaging experience.

Meeting the Needs of the Community

Gamelandia does not merely cater to the local patrons; it recognizes the challenges faced by gamers without direct access to a local game store. By partnering with platforms like TCGplayer, Gamelandia sells excess inventory online, further enhancing accessibility for players throughout the nation. Bery appreciates that TCGplayer unites players with local hobby shops, ensuring that even those without a nearby store can enjoy their favorite games.

The commitment to community and connectivity has not gone unnoticed. In 2024, Gamelandia was honored with recognition as the Hobby Shop of the Year by TCGplayer, an accolade that underscores its significance in promoting inclusivity and supporting the broader trading card game (TCG) industry. This award celebrates local game stores that demonstrate exceptional dedication to their communities and the TCG landscape.

Advice for Aspiring Game Store Owners

When aspiring entrepreneurs seek to enter the gaming industry, Bery emphasizes the importance of strategic planning and community engagement. He shares several key recommendations for those interested in launching their own game store:

1. Participate in the Growth Acceleration Program, a free resource tailored to help sellers expand their businesses. Gamelandia saw its TCGplayer sales skyrocket by over 850% after joining this initiative.
2. Attend industry events such as the GAMA Expo, a premier trade show for tabletop gaming in the United States. Engaging with seasoned professionals at these events can provide invaluable insights and strategies.
3. Join the Wizards Play Network, which connects over 6,000 game stores dedicated to fostering Magic: The Gathering communities. Adhering to WPN’s guidelines while establishing Gamelandia helped Bery ensure that his store met industry standards.

Bery’s own experiences serve as a reminder that creating a successful game store extends beyond retail transactions; it involves building an inclusive community where each individual feels recognized and appreciated. He encourages aspiring store owners to draw inspiration from existing local game shops and identify gaps their stores could fill, ultimately fostering greater connections within the gaming community.

Gamelandia has exemplary filled a crucial niche, transforming into one of the most inclusive game spaces in Palo Alto, allowing players from all walks of life to come together and share their passion for gaming.

Conclusion

The story of Gamelandia serves as an inspiring blueprint for others aiming to enter the gaming retail industry. By prioritizing community, inclusivity, and creativity, Bery Hatfield built more than just a for-profit venture; he cultivated a nexus where gamers can connect, share experiences, and enjoy their favorite pastimes. Through his dedication, Gamelandia stands testament to the power of gaming as a unifying force in our communities.

About Seller Stories

Seller Stories is a program dedicated to highlighting the visionaries behind the trading card game movement—passionate individuals shaping the landscape of gaming. If you’re interested in sharing your own story, feel free to reach out and contribute to this ongoing narrative.