Dice Throne
Reclaiming the Kingdom Through Brand Ownership
Industries
Tabletop Gaming, Consumer Goods, Gaming Accessories
Overview
As part of a recent partnership with Dice Throne, SellerSlice provided a comprehensive migration and growth strategy. By moving the brand away from a third-party reseller model and into a brand-owned account, we unlocked access to critical data and advertising tools that were previously unavailable. This shift allowed us to capture the majority of market share for the brand’s primary search terms within the first quarter of management, while maintaining a conversion rate nearly double the category average.
Background
Dice Throne is a fast-growing leader in the tabletop gaming industry, known for its high-production combat games. Despite strong organic demand, the brand was historically managed by resellers. This meant the brand had no direct access to Amazon Brand Analytics, limited control over their Storefront experience, and no visibility into their customer acquisition costs or new customer trends.
The Challenge
The primary challenge was the "Data Blackout." Without historical account ownership, the brand was "blind" to its own customer behavior. Furthermore, because resellers often focus only on harvesting existing organic demand, the brand was missing out on the "Flywheel Effect" that occurs when a brand owner aggressively targets new customers. SellerSlice needed to prove that a brand-owned account could outperform the existing reseller-led distribution by being more aggressive in customer acquisition and more efficient in conversion.
Strategy
SellerSlice deployed a multifaceted strategy focused on "Reclaiming the Kingdom" on Amazon:
Reclaiming Brand Authority: We successfully navigated Brand Registry to give Dice Throne 100% control over its catalog. This eliminated catalog discrepancies and ensured the brand-owned account maintained a 98% Featured Offer (Buy Box) status, effectively pushing unauthorized resellers out of the spotlight.
Dominating Search Share of Voice: Using Search Query Performance data, we identified that the brand was "under-harvesting" its own name. We executed a defensive and offensive keyword strategy that resulted in capturing nearly 40% of all purchases for the brand's primary core keyword.
Full-Funnel Advertising Integration: We shifted away from the reseller's "passive" ad model and implemented a multi-layered approach using Sponsored Brands, Sponsored Products, and Sponsored Display. This approach accounted for 60% of the total account volume, proving that active agency management was the primary engine of the brand's momentum.
New-to-Brand (NTB) Focus: We prioritized finding new players. Our conversion path analysis showed that our specific ad sequences were driving a 71% New-to-Brand rate. This proved that for every 10 sales driven by SellerSlice, 7 were entirely new customers entering the Dice Throne ecosystem—revenue that the reseller model was previously leaving on the table.
Optimizing Listings for Conversion: We revamped the Product Detail Pages (PDPs) for hero SKUs like the "Two Hero" starter sets. By optimizing images, A+ content, and copy, we established a conversion "floor" of 10%–12%, ensuring that traffic was maximized rather than wasted.
The Results
The strategies we implemented yielded remarkable results. By the end of our initial management period, Dice Throne had moved from a "passive" reseller model to a data-driven powerhouse:
Market Dominance: Achieved a 91.3% Purchase Share for high-velocity seasonal products (e.g., Santa vs. Krampus).
Incremental Growth: Proved that 71% of ad-driven revenue was entirely incremental (New-to-Brand).
Operational Excellence: Maintained a 95%+ Buy Box percentage, ensuring brand-owned sales stayed protected from 3rd-party interference.
Conversion Mastery: Sustained a 12% average conversion rate, significantly outpacing the industry benchmark for the tabletop gaming category.
What’s Next?
The Dice Throne and SellerSlice partnership has only just begun. We will continue to support the organization's climb to the top of the gaming industry through holistic, Amazon-centric revenue optimization. Our next phase focuses on leveraging "Repeat Purchase Behavior" data to maximize the Lifetime Value (LTV) of the thousands of new customers acquired during our first quarter of management.
