Awkward Games was born during the height of the COVID-19 lockdown in New York City. In mid-2020, Brittane Rowe teamed up with her brother, Brandon Rhodes, and his partner, Jane Lim, to create something positive out of a lonely time. The trio, who identify as Black, Asian, family- and immigrant-founded, felt a need for human connection when social gatherings were on hold. Drawing from their own experiences of conversations that weren’t happening in their communities growing up, they envisioned a game that would encourage people to open up and share stories in a fun, “safe space” format.
What started as an organic idea around the kitchen table during quarantine quickly took shape as Hella Awkward. By late 2020, Awkward Games was officially founded with the mission to “create meaningful connections across culture through conversation”. In other words, the goal wasn’t just to make a party game, but to facilitate deeper dialogue and understanding among friends and family. Brittane and her co-founders spent their lockdown days brainstorming thought-provoking questions and testing them out, imagining future dinner parties and game nights where Hella Awkward would bring people closer together.
The Hella Awkward Card Game: Sparking Conversations
Players draw from the Hella Awkward card deck, which features 140 provocative questions designed to prompt honest discussions.
At its core, Hella Awkward is a conversation card game – a deck of cards posing questions meant to break the ice and delve into meaningful topics. The game contains 140 questions divided into four categories: Relationships, Dating, Sex, and Real Talk. Each card invites players to share personal stories or opinions, from lighthearted anecdotes to more vulnerable reflections. The name “Hella Awkward” itself is a playful warning that things might get personal – an homage to West Coast slang (“hella”) and a nod to the awkwardness that can come with opening up. As Brittane explains, the idea is that if everyone gets a little awkward together, it becomes easier to break down barriers and connect on a deeper level.
The game is designed for adults (ages 18+) and works for small groups (2–6 players), making it perfect for intimate gatherings like game nights, date nights, or dinner parties. Players take turns picking a category and drawing a question card, prompting anything from defining love to revealing funny secrets. The founders put a lot of thought into every detail of the game to ensure it feels “premium yet approachable,” aiming to balance serious conversations with lighthearted fun. Early feedback showed that one category – “Real Talk” – became a fast favorite (with deep questions like “Define love”) and left people craving more. In response to popular demand, Awkward Games released a Real Talk Expansion Pack with 45 additional cards to keep those heartfelt conversations flowing.
Early Challenges and Building Momentum
Launching a new product during a global pandemic was not easy. In Brittane’s words, “starting a business during a pandemic is no easy feat”. One major hurdle was manufacturing and supply chain delays. After the initial launch of Hella Awkward in 2021, the game unexpectedly sold out following the holiday season. This success was a double-edged sword: demand was high, but refilling stock proved difficult. Global freight disruptions meant that Awkward Games couldn’t get new inventory for about five months in early 2022. During this period, the team had to manage customer expectations and endure the risk of losing momentum.
Instead of seeing the stockout as a complete setback, Brittane and her co-founders used the downtime to strengthen the business in other ways. They revisited their long-term goals and strategy, focusing on community-building and partnerships while waiting for inventory. Brittane engaged with their growing community of players on social media and gathered feedback, turning supporters into a loyal “awkward family.” Behind the scenes, the team set up systems and prepared for opportunities so that once new games arrived, they could “hit the ground running” with retail partnerships. This resilience paid off – by mid-2022, Hella Awkward was back in stock and poised for broader growth.
Milestones and Growth of Awkward Games
2020 – Founding: Awkward Games is founded in New York City during the COVID-19 quarantine by Brittane Rowe, Brandon Rhodes, and Jane Lim. They develop Hella Awkward as a tool for deeper conversations when traditional socializing is on pause.
2021 – Launch and Early Buzz: Hella Awkward officially launches. The game quickly gains traction through word of mouth and online buzz. It is featured in media outlets like BuzzFeed, The Dieline, Essence, and Health Magazine, giving the young brand valuable exposure. The team’s first production run sells out amid high demand.
Late 2021 to Mid 2022 – Supply Challenges: After the 2021 holiday rush, Hella Awkward sells out and the company faces a five-month inventory gap due to global supply chain issues. During this time, the founders focus on community engagement and strategic planning to keep momentum going.
Mid 2022 – Expansion Pack Released: To satisfy players eager for more content, Awkward Games releases a “Real Talk” expansion pack with 45 new questions, expanding on the most popular category of the game. This adds replay value and keeps customers engaged.
Early 2023 – Retail Breakthrough & Collaboration: Awkward Games secures a major purchase order from Target, meaning Hella Awkward will be distributed in Target stores nationwide. This marks a dream milestone for the team, as their product reaches mainstream retail shelves. Around the same time, they partner with the popular media outlet The Shade Room to launch Hella Black, a limited-edition version of the game. Hella Black not only celebrates Black culture but also pledges 10% of its proceeds to support other Black-owned small businesses.
2023 – Growing Retail Presence: Beyond Target, Hella Awkward becomes available on Amazon and in select Macy’s department stores, as well as niche locations like museum gift shops (for example, the Museum of Contemporary Art in Chicago and San Diego). The game is now sold across the U.S. and even in parts of Canada through various retailers, reflecting a significant expansion from its direct-to-consumer beginnings.
2025 – New Product Launch & Media Spotlight: Awkward Games prepares to launch its second game, Build-A-Bae, billed as “the ultimate card game for creating your dream partner or a total disaster”. This new title, expected in early 2025, continues the company’s theme of playful, relationship-oriented games. At the same time, Awkward Games garners national attention with an upcoming appearance on Shark Tank, scheduled to air in mid-March 2025. This prime-time TV feature suggests the company is seeking to fuel its next stage of growth and is a testament to how far Brittane Rowe and her team have come.
Meet the Founder: Brittane Rowe
Brittane Rowe is the creative force and spokesperson behind Awkward Games. Originally from Michigan, Brittane grew up as the oldest of five siblings in a busy household. She pursued an early passion for performance, studying theater in college and spending years on stage. After moving to New York City (where she has lived for over a decade), Brittane found herself channeling that creative energy into entrepreneurship. Her background in theater – where connecting with audiences is key – likely helped shape the way she approaches designing a game all about human connection.
As co-founder and Chief Marketing Officer of Awkward Games, Brittane wears many hats. She has been the storyteller for the brand, often sharing the origin story of Hella Awkward and its purpose. In interviews, she emphasizes that the game was created “to inspire meaningful conversations for people like us” – noting that in her own upbringing, deeper conversations were sometimes lacking, and she wanted to change that. Brittane’s personal drive is also tied to her family legacy. She recalls watching her father dream of starting a business and facing barriers, which instilled in her a determination to succeed and pave the way for others. “As a Black woman, I feel the responsibility to succeed and create a pathway for others like me to start businesses of their own,” she says. This sense of purpose has guided how Awkward Games operates – from ensuring diverse representation in their products to giving back through initiatives like the Hella Black edition.
Brittane isn’t alone at the helm: Awkward Games is very much a family-and-friends venture. Her brother Brandon and co-founder Jane Lim have been integral from the start, contributing ideas and effort to bring Hella Awkward to life. All three founders appeared together in features such as Essence’s “Shop Essence Live,” explaining how the game was “born from their own need for connection” and how it stands out by using provocative questions to prompt authentic interaction. Brittane often handles the public-facing side of the business, leveraging social media (she’s particularly fond of Instagram and TikTok for reaching their audience)
and engaging with the community of fans. Under her leadership, Awkward Games has cultivated an approachable brand voice that resonates with young adults seeking more genuine conversations.
What’s Next for Awkward Games?
In just a few years, Awkward Games has grown from a kitchen-table concept to a promising small business in the tabletop game industry. The team shows no signs of slowing down. Brittane and her co-founders plan to expand their product line beyond the original Hella Awkward game. The upcoming Build-A-Bae game is one example of how they’re exploring new ways to continue “the awkward conversation” in different formats and themes. They’ve even hinted at ideas beyond physical games, such as possibly starting a show or podcast to keep encouraging people to share their stories and “lean into” awkward, authentic moments.
Meanwhile, the original Hella Awkward continues to gain traction. The founders aim to make it a staple in everyone’s home, the kind of game that becomes a go-to for gatherings everywhere. With placement in major retailers like Target and Macy’s achieved, Awkward Games is looking to increase its retail footprint further, potentially reaching more stores and markets. Being featured on Shark Tank in 2025 could open new doors — whether it’s an investment, partnerships, or simply a surge in public interest.
