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Building a Third Place for the Community: Meet Oddwillow's Game Haven

By   Carling Berkhout   •  

Jen Oven grew up just east of where Dungeons and Dragons was created, in a city in Wisconsin. Throughout her childhood, she was surrounded by gaming –– from painting minis with her uncle to Dungeons & Dragons campaigns and board games with her mom’s circle of friends, tabletop gaming was part of her life from an early age. 

This passion carried on into adulthood, when Jen –– alongside her sister and with support from her husband, Ben –– opened Oddwillow's Game Haven in Mukwonago, Wisconsin. As a woman-owned game store, Jen set a mission that was clear from the start: create an LGS that prioritizes accessibility and welcomes families, beginners, and players of every background.

The store’s name honors Jen’s mother’s D&D character, Oddwillow, a half-orc swashbuckler. The spirit of this character can be felt throughout the entire store, inspired by a pirate-tavern aesthetic: ship wheels on the walls, treasure map murals, and a wooden lantern chandelier. For big releases and events, they decorate the store in celebration –– hanging planets and stars for Magic: The Gathering’s Edge of Eternities and fishing nets from the ceiling for Flesh and Blood’s High Seas. 

Customers playing in store

More Than A Store: A Third Place
It’s been two years since the opening in August of 2023, and Oddwillow's Game Haven has offered much more than a place for gaming –– they’ve hosted two weddings in the store, created lifelong friendships formed through RPG campaigns, and in one especially powerful moment, a family told Jen and Ben that the store saved their teenager’s life. 

This impact is rooted in Oddwillow’s philosophy of being a “third place,” or somewhere outside of home and work where people can simply exist, connect, and belong. Oddwillow’s commitment to their community also extends well beyond their walls, sponsoring local plays and school activities, supporting puzzle competitions, and opening their doors during power outages so neighbors can charge devices and play games together. “I like to consider us half store, half community center,” Ben explains. “Our community supports us, so we want to support them back.”

“One of the most intense things I’ve been told is just by giving somebody a place to be, we helped save a teenager’s life. Their parents told us that this was an important space for them, and it turned their life around. It was really emotional to hear that we’re helping people, changing people’s lives, and being a bigger part of their lives than we ever anticipated.” – Jen Oven, Owner of Oddwillow's Game Haven

Accessibility and Inclusivity at the Core
Oddwillow's Game Haven occupies one of Mukwonago’s former post offices, which was a photo studio and black box theater before they turned it into a game store. After they purchased the building, they designed their retail layout with accessibility at the forefront. Shelves are chest height or lower, aisles are wide enough for mobility devices, and the play area is intentionally very spacious, prioritizing comfort over cramming product into the store. 

Beyond design, their Code of Conduct ensures that everyone at Oddwillow’s feels welcome. Their most popular rule, without a doubt, is “Be Mindful of the Halflings.” With children often in the store, this keeps language family-friendly, and customers have even embraced the phrase, swapping swear words with “halflings.” 

Be Mindful of the Halflings

Oddwillow’s prioritizes accessibility in their product offerings by stocking games tested for colorblind play and ensuring a variety of needs are met. They are also deeply involved in their community, sponsoring and running kids’ and teens’ D&D and board game clubs at the local library, giving presentations on RPGs and board games to senior groups, and hosting homeschool days at the shop.

“Our focus is on the love of the game. Even though we are a business, we want to get people into stuff. If they walk out and they don't buy anything, I still feel like it's a win if we get them a new passion.” – Jen Oven, Owner of Oddwillow's Game Haven

Selling Online to Strengthen In-Store Connections
From the store’s inception, Jen knew they would need multiple revenue streams to thrive in a small town, which is where TCGplayer comes in. With TCGplayer, they process 60–100 online orders per day, maintain an active inventory of over 34,000 cards, and attribute roughly 20% of their revenue to TCGplayer sales, which all goes back into their local community. 

Words of Wisdom
For those dreaming of opening a game store, Jen and Ben’s advice for you is: 

  • Do your research. Understand not just the numbers, but the community you’re entering.
  • Define your unique value proposition. Oddwillow’s is comfort, inclusivity, and accessibility.
  • Stay true to it. Every decision should reinforce what sets you apart.
Image of person painting a figure


Get To Know Oddwillow’s Game Haven
Outside of their in-store events, Oddwillow’s also shares its personality online. Their TikTok offers a behind the scenes sneak peek (including Ben’s twerking) into what goes into making the store special.