Destination (game)

Lore & Background

Rachel Lowe invented the game while a student at the University of Portsmouth. After encouragement from a university lecturer, she founded RTL Games Ltd in 2003. She secured funding from a university competition and £12,000 in sponsorship from local companies. In September 2004, Lowe appeared on the inaugural British series of Dragons' Den, pitching for £75,000 in return for a 35% stake. The pitch was rejected after investors questioned the company's finances and market size. Following the rejection, RTL Games secured a loan from the Portsmouth Area Regeneration Trust Group's community development financial institution.

The first edition, Destination London, was released by Hamleys for Christmas 2004, selling 2,500 copies and becoming the store's best-selling game of the year. Subsequent editions included Destination Portsmouth, which sold out within three weeks, and regional editions covering UK cities and overseas locations such as Paris, Dublin, Delhi, and South Africa. Licensed editions followed, including Destination Animation (Pixar), Destination Hogwarts (Harry Potter), Destination London 2012 (Olympics), and Destination Downton Abbey.

In May 2009, RTL Games entered administration after a Harry Potter edition was delayed, the bank refused credit, and the collapse of Woolworths severely impacted distribution. Lowe lost her house. Angel investor Simon Dolan approached Lowe, and they launched She Who Dares UK Ltd, which acquired the Destination brand. Destination Hogwarts debuted in July 2011. Lowe resigned from She Who Dares UK Ltd in July 2017. In March 2022, the Destination brand was acquired by Heathside Trading.

Reader's Guide

Destination is significant as a board game brand that emerged from a rejected Dragons' Den pitch and went on to achieve commercial success, particularly with its first edition outselling Monopoly at Hamleys. The brand's adaptability is evident in its over twenty-five editions, ranging from regional UK cities to licensed properties like Harry Potter and Downton Abbey. The game's roll-and-move mechanics, combined with strategic route planning and resource management, offered a distinct gameplay experience. The brand's history also highlights the challenges of small business financing, as RTL Games' administration in 2009 was linked to a bank's refusal of credit, a story covered by BBC Panorama. The acquisition by Heathside Trading in 2022 marked a new chapter, with plans for national and anniversary editions. The brand's legacy includes its role in demonstrating that a niche, locally-themed game could achieve national retail success and spawn a diverse range of editions.

Did You Know?

• The original Destination London was Hamleys' best-selling game of 2004, outselling Monopoly.
• Destination Hogwarts was delayed because the film release of Harry Potter and the Half Blood Prince was postponed by eight months, missing Christmas 2008 sales.
• In 2020, Rachel Lowe's company published a licensed board game for Call the Midwife with similar gameplay, though not part of the Destination brand.