Meet the Lucky Egg duo making board games cool for the TikTok generation by making them go viral on social media first By Angharad Carrick Updated: 07:00 BST, 28 June 2024 e-mail 1 View comments Luke Shelley and Marcus Ereira are an unlikely pair to be chasing TikTok fame. Both in their early 30s, they have launched three businesses and by their own admission have done well for themselves. So why are the pair posting videos of them slapping each other with plastic tortilla wraps online? Despite their childlike enthusiasm, the desire for virality is far more calculated.
Lucky Egg: Founders Ereira (left) and Shelley (right) are targeting customers via social media Lucky Egg is 'actively manufacturing virality' from its office in the heart of Soho which it shares with the pair's cards business Central 23. Four flights above a karaoke bar, their small but colourful office is full to the brim with cards, soft toys, and games. Shelley and Ereira are like kids in the sweet shop they now own.
Are Gen Z interested in party games? The duo are comfortably the oldest in the office, with most employees in their early to mid-twenties meaning they have a strong understanding of their target market of teenagers to 30-somethings. It's an interesting demographic to go after in a category where the average player tends to skew older. RELATED ARTICLES Previous 1 Next I've invested in 19 businesses.
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