Ainur Polatova, founder of the Talapai startup, began with a simple question: does Kazakh culture have its own traditional games? It turned out that it does, but they needed to be revived and a team had to be gathered around the idea. Together with Ayan Adilbekov, Ainur not only reimagined togyzkumalak and bestemshe but also created a product that turns board games into a modern way to showcase Kazakhstan.
“Everything started three years ago with the Talapai brand. The idea came when I thought about young people gathering in different anti-cafés to play board games. And then I wondered if there were similar games in Kazakh culture. I conducted research and concluded that togyzkumalak, bes tas, kumar, and bestemshe would suit board games,” Ainur explains.
The main goal was to make these games visually appealing. Often, when people hear “togyzkumalak,” they remember an unremarkable blue plastic box with black beads.
“Bestemshe is an intellectual game similar to Togyzkumalak. It used to be played on par with togyzkumalak. But over time the game was forgotten. One could say that Togyzkumalak had a better marketer than Bestemshe,” Ainur adds.
Inspiration and international collaborations
The first unexpected breakthrough was contact with Louis Vuitton.
“I didn’t know how to promote the ideas. Acquaintances mentioned the brand in various media, but at first it interested very few. So I decided to write to different foreign brands. Collaboration wasn’t the goal—it was a spontaneous decision. But I can say why Louis Vuitton specifically. The brand collaborates on chess sets. And the appearance of the Bestemshe game resembles a handbag. So I suggested making a bag in the form of our game. I didn’t expect a reply and thought it was just a mass email. But it was an actual response to my request,” Ainur recalls.
Later, the startup developed a Lego Yurt model and uploaded it to the Lego Ideas platform. The model reflects the traditional nomadic lifestyle, and the project needs 10,000 votes to be included in Lego’s product line. Currently, the idea has over 6000 votes.
Made in KZ
Talapai aims to create a fully Kazakh product, utilizing wood, leather, and clay sourced from various regions of the country, with assembly taking place in the north.
“Our games now have a concept. For example, the Bestemshe game. The base is made from elm wood sourced from the south. The wood is treated with oil from Zaisan honey. So the game board begins to smell of honey. I make the stones myself from clay, which we order from western Kazakhstan. Central Kazakhstan provides the leather for the case. And assembly is done in the north,” Ainur explains.
The project team aims to make board games a cultural export: products crafted entirely from natural materials carry a piece of Kazakh culture and can engage international audiences.
Read the full story on Mustafin Magazine.
