Breaking into the Board Game Market and the Reluctance to Learn New Rules

I play different board games with two very different groups of players. I play games like Apples to Apples to Apples or Scrabble with groups of people who only want play games they already know and/or easy to play. With hard core gamers I play much more complicated games. I have played roleplaying games each of which consists of volumes of rules. I have played Avalon Hill games including Advanced Squadleader, ASL "rulebook" is a thick binder with space for future rule expansions. I have played home brew games, variants and beta tests.

That being said there are the hard core gamers might spend more time and money. However there are many people who play games, family games, party games. In the The Globe & Mail's ROB article about a company trying to break into the board game market, How Spin Master learned to play with the giants, there is this explanation of this phenomenon.

“Consumers feel comfortable when they know the rules from a game of the past[and] don’t have to read the rule book.