In a new interview, Eugenia Camargo, co-founder of Backgammon Social Club, offers insights for marketers and PR professionals looking to create authentic, community-driven experiences. From collaborations with iconic venues like Soho House and The Standard to spotlighting Miami’s diverse culture, she shares lessons on how to leverage authenticity and build meaningful engagement with their audiences.
Gina Macropulos, my co-founder, and I discovered we shared a love for backgammon during a trip to her hometown in Greece. Years later, in Miami, we were brainstorming ways to elevate local brands and spotlight incredible work by women in our city. We wanted to do it through something that felt natural to both of us. Something beyond the usual networking events.
We’re different women with broad interests, and after weeks of ruminating, backgammon was the one thing that checked every box for both of us. It was the perfect balance of being intellectual yet social, nostalgic yet fresh, nerdy yet chic. For Gina, it carried cultural significance. For both of us, it felt like the most authentic way to bring people together.
Backgammon is an alternative way to connect, meet new people, and engage in something tactile in an increasingly digital world. Contrary to the traditional nightlife event, our game night events request focus but allow for conversation with no pressure on alcohol or other stimulants.
Our events provide an option for meeting new people, engaging in something fun, and still waking up the next day feeling great.
As technology continues to dominate social interactions, people are actively seeking ways to disconnect from screens and engage in something real. Board games tap into a kind of DNA memory, they feel familiar in a world that increasingly doesn’t.
Eugenia Camargo
Backgammon is the common thread that brings people together, but the magic happens beyond the board. The game is unique in that it allows both beginners and experienced players to compete together—unlike chess, where skill gaps can create distance, backgammon has just enough luck in the dice to keep things interesting. This makes it inclusive and prevents rigid divisions within the community.
It’s also easy to learn and visually appealing, which attracts a broad audience. In Miami specifically, backgammon serves as a mirror of the city’s cultural diversity. The game is deeply rooted in Iranian, Israeli, Greek, Lebanese, and French communities many of which have a strong presence here. Miami is often associated with its Latin culture, but our events highlight its true, nuanced diversity.
If you genuinely love what you’re creating, your audience will feel it. Authenticity attracts the right people, and their energy will naturally drive your success.
We have also learned not to overthink it. Had we tried to over-polish our messaging or make it feel more “professional,” we would have lost the essence of what makes this our club. We leaned into our personal touch—hand-painting marketing materials, embracing a sense of playfulness, and allowing the experience to evolve organically.
This approach has set us apart. Miami venues want to partner with us because we bring something fresh.
These partnerships add credibility and elevate the experience for our community. Soho House and The Standard have trusted us to bring something new to their spaces, and that trust reinforces our brand. Their audiences align with ours, and together, we create environments where people can truly connect.
For venues, our events drive fresh traffic For our members, it means access to beautifully curated spaces that enhance the backgammon experience. It’s a symbiotic relationship that benefits both sides.
We’re expanding within Florida and launching in Massachusetts this year, with pop-ups planned in New York. Miami will remain our home base, but there’s growing interest in other cities, and we’ve found the right people to grow with.
Beyond events, we’re also focused on strengthening the community beyond game nights. Stay tuned for our first round of merch, designed with the same energy that makes our club special.
