At Frontline Gaming, we believe local game stores are the backbone of the tabletop hobby. They’re more than retail spaces — they’re gathering places, creative hubs, and third homes for players of all kinds. Today, we’re excited to spotlight Wizard’s Alley, a long-standing cornerstone of the Wichita, Kansas gaming community.
Wizard’s Alley — A Legacy Since 1994
Store Name: Wizard’s Alley
Location:
114 N Saint Francis Ave, Ste 200
Wichita, KS
Website: WizardsICT.com
Email: wizardsasylumict@gmail.com
Phone: (316) 262-6642
Social Media:
- Facebook: https://www.facebook.com/wizardsalleyict
- TikTok: @wizardsict
Years in Business: Since 1994
If you’ve gamed in Wichita for any length of time, chances are Wizard’s Alley has been part of your story.
Meet the Team
Customers at Wizard’s Alley will most often interact with Bam, who has been involved with the store in various roles since its early days. After retiring professionally, Bam was invited by a close friend (the store’s owner at the time) to help run the shop. That opportunity eventually led to Bam and his partner Chase purchasing the store and carrying its legacy forward.
“I’ve loved being part of the comic and game communities since the beginning. Running the store felt like a perfect fit.”
Games & Communities
Wizard’s Alley supports a wide range of tabletop hobbies, with a particular focus on:
Communities
- Warhammer 40,000
- Age of Sigmar
- Old World
- Kill Team
- Magic: The Gathering
- Dungeons & Dragons
- Marvel Crisis Protocol
- Star Wars: Legion
- Pokémon
- Board Games
- Gundam
- RIFTBOUND
This diversity has helped Wizard’s Alley foster multiple well-established communities under one roof.
What Makes Wizard’s Alley Unique?
Wizard’s Alley is known locally for having the best play space and terrain selection in town. Combined with its long-standing communities, the store has become what Bam describes as a true “third place” — somewhere people come not just to shop, but to belong.
“It’s a way to hang out and get a little escapism. Adults don’t always get great opportunities to socialize, and tabletop gaming fills that gap.”
And yes — they also hold liquor and food licenses, meaning players can enjoy local craft beers and food while gaming. That’s not something you see every day.
Events & Organized Play
Wizard’s Alley runs an action-packed calendar of events, including:
- Regular card and tabletop events
- Leagues
- Large-scale tournaments
- Space to host full Grand Tournaments
Their event space is designed to support both casual play and competitive events.
The Most Rewarding Part of the Job
For Bam, the answer was immediate:
“The friendships. Hands down. All my close homies are gamers.”
Challenges Along the Way
Running a game store isn’t easy, and Wizard’s Alley has faced its share of challenges, including:
Not being able to please everyone. Predatory distribution practices. Having enough time in the day to enjoy gaming yourself.
Despite those hurdles, the store continues to thrive.
If Wizard’s Alley Were a Character…
Captain America.
“We sometimes get knocked back a step or two, but we always have the tenacity to stay in the fight.”
Hard to argue with that.
Advice for Aspiring Store Owners
Bam offers some hard-earned wisdom:
“Don’t reinvent the wheel. You can’t please everyone. Don’t chase the lowest price or cheap customers — that’s exactly what you’ll wind up with.”
A Fun Store Story
Long-time followers might remember Bam’s legendary online saga:
“The Great Dumpster Wars.”
I used to post comical write ups about battling the massage parlor in a neighboring mall at our old location for using our trash dumpster without permission. “The Great Dumpster Wars” had a good following online.
Wizard’s Alley & Frontline Gaming
Wizard’s Alley currently carries a variety of Frontline Gaming accessories, including:
They also actively use FLG tables and table mats for events, with plans to expand further.
“We love the FLG tables and plan on getting more. The mats see constant use at our events.”
Visit Wizard’s Alley
If you’re in the Wichita area, Wizard’s Alley is absolutely worth a visit — whether you’re looking for competitive play, casual gaming, or just a welcoming place to roll dice with friends.
Want your store or your local store to be featured in an upcoming spotlight? Reach out to us and let’s tell your story.