Smile Life : from Roadside idea to 200,000 copies sold
« Try to succeed in life… by ruining everyone else’s ». With a tagline as cheeky as that, Smile Life was destined to stand out. But behind the humor lies a remarkable success story — one that began with a long philosophical drive, and a pair of dreamers who turned a wild idea into a board game phenomenon.
A game born on the road
In 2017, Alex was driving back to Montpellier after yet another short-term journalism gig. Lost in thought, he began comparing life to a card game—some people get lucky draws, others face setbacks. That metaphor sparked something. By the time he got home, he and his partner Margot were cutting out prototype cards at the kitchen table.
« I thought life was like a game : you get good cards, bad cards, some luck, some strategy », Alex recalls.
Margot, a natural gamer, brought playability to the concept. Alex, a newcomer to game design, leaned into simplicity — drawing inspiration from 1,000 Bornes (one thousand milestones). He even taught himself Illustrator to create the visuals.
From festival tables to crowdfunding triumph
The couple took their prototype to the Cannes Games Festival in 2018, securing a last-minute spot at the Off. The feedback ? « Too nice ». Originally titled La Course au Bonheur (the road to happiness), the game evolved — new name, edgier cards (think “Tsunami” and “Attack”), and a sharper tone.
Later that year, they launched a crowdfunding campaign on Ulule, a French website. It funded 500 copies. Then came the hustle : Alex went door-to-door in Montpellier, pitching the game to local shops. Slowly, orders grew. A distributor signed on. YouTubers like Coline began spreading the word. The snowball had started rolling.
From 500 to 200,000 copies
Fast forward to 2025: Smile Life has sold over 200,000 copies, including expansions. The themes range from current events (Apocalypse) to fantasy (Fantastique), each designed to enrich the base game—not just pad the catalog.
« We’ll never release an expansion just for the sake of it, says Margot. If we run out of inspiration, we’ll stop ».
A New Chapter with Blackrock Games
After partnering with Blackrock Games for international distribution in 2024, Smile Life officially joined their French catalog in 2025. And yes, a new expansion is on the horizon… but shhh, you didn’t hear it from us.
From a roadside epiphany to a nationwide hit, Smile Life proves that with a little luck, a lot of grit, and a dash of mischief, anything’s possible.
