With funding secured, Pente Games Inc. and Gabrel pursued what they called "the backgammon example," which involved promoting Pente as a fashionable and prestigious game and selling it at $17 to support its upscale image. Their target demographic were young professionals 18-35 who were "upscale and fashion conscious." They also avoided mass merchandisers in order to avoid both the complexities of going through buyers in different parts of the country and competing with Monopoly and Risk on the shelves. They targeted local and regional gift and department stores instead.
