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A Game for Every Gamer: How Asmodee is Bringing Its Massive Portfolio to Licensing

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Asmodee Group is bringing its wide-ranging catalogue of tabletop-game franchises to the licensing field through its Asmodee Entertainment division and they’re looking for partners at this year’s Festival of Licensing.

Tabletop games are more prominent than ever in 2020. Even before people were asked to stick closer to home to bend the curve of COVID-19, the industry was consistently growing with new franchises and massive fanbases for games of all kinds. 

Industry stalwart Asmodee has found millions of fans worldwide through its expansive portfolio of titles such as the strategic modern classic board game CATAN and fast and furious family card game Dobble (Spot it! in the USA). Built on a strategy of having games for every gamer, the 25-year-old company has grown to 18 studios with distribution in over 50 countries. Today, its ever-expanding portfolio has made it a prime brand partner for the licensing space. 

As one of the largest publishers of board games in the world, Asmodee has teamed with diverse licensing partners, including Dark Horse Comics and Guillotine Press. Andy Jones, managing director, Asmodee Entertainment, reports that the company has found success in licensing by working with category-leading partners that are excited to tap into the rapidly growing board gaming fan base.

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“Our overall approach is to work out where we could really add value to our leading IPs and then work with category-leading partners to develop those opportunities,” says Jones. “As you might imagine, Asmodee Entertainment’s first challenge was to look at each of our properties as a unique opportunity with its own developmental ‘roadmap.’ No two properties are the same, so we work with respective Asmodee game design studios to carefully assess where the best fit opportunities are for each IP.“

The diversity of its games also provides Asmodee with a unique opportunity to expand into a wide-ranging selection of product categories for its IP. Asmodee has broken up its principle focus areas into five areas that leverage various partnership types:

  • Publishing (novels, graphic novels, background books, art books, puzzle books and partworks)
  • Consumer Products (apparel, collectibles, homewares and social expressions)
  • Media (unscripted and scripted TV and film opportunities from live action to animation) 
  • Location-Based Entertainment (escape rooms, location-based virtual reality gaming and immersive theatre experiences) 
  • Interactive Games Licensing

The diversity of its licensing category strategy means that Asmodee takes an adaptable approach to work with licensees. “We are very flexible in how we work,” says Jones. “Sometimes, we operate under a traditional licensor/licensee model – sometimes we set up entire business units ourselves, but even then, we will usually be working with strong strategic partners.”

Learn More

To discover more information about Asmodee’s licensing strategy and properties, be sure to stop by their virtual booth at this year’s Festival of Licensing. The company will be on hand at the digital event to take meetings and discuss potential partnership opportunities for everyone registered to attend the free event.

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