Zatu Games, the tabletop retail giant that recently celebrated its tenth anniversary, has undergone its most significant digital transformation to date. The company has officially migrated its primary storefront from the descriptive board-game.co.uk to the streamlined zatu.com.
The move is a bold gamble in the world of search engine optimisation. For years, Zatu benefited from a “partial match domain” that told Google exactly what was for sale. By moving to a purely branded URL, the company is betting that the Zatu name now carries enough weight to stand on its own. A look at the new site’s architecture suggests why: the sitemap now includes specific international landing pages, indicating a desire to move beyond the UK market, where a .co.uk suffix might have limited its reach.
A New Look with Familiar Friction
The new website promises a “clean, intuitive, and seriously slick” experience, according to early praise from industry peers like Magma Games. However, the transition has been marred by a wave of technical glitches and customer frustration. For some users, the “shiny new shop” has come at the cost of their historical data.
Reports have surfaced regarding merged wishlists, missing “VP” loyalty points, and a confusing order history.
The Community Reacts
While the aesthetics have improved, the underlying functionality is facing a trial by fire from a sceptical audience. Several customers expressed their frustration on social media, citing issues ranging from inaccurate stock levels to missing orders.
Andrew R, a regular hobbyist, noted in a public thread:
“Can’t blame the website now for taking payment for stock you don’t actually have. Wonder if your prices will still plummet on out of stocks only to rise once they’re available?”
Other users, such as David M, felt the technical errors were the final straw:
“VP points gone. Wishlist disappeared. Thanks Zatu. I’ve always stuck up for you when you were criticised. I’m off to buy my games elsewhere now.”
The Direct-to-Consumer Trend
Zatu’s move mirrors a wider trend in the UK tabletop industry. Just last month, Hachette Board Games UK launched its own direct-to-consumer webshop, signalling a more competitive landscape in which retailers must offer more than just low prices; they must deliver a reliable, high-end user experience.
For Zatu, the brand name is now the focus. Whether the new infrastructure can support their international ambitions while fixing the trust issues of their core UK base remains to be seen.
