Asmodee is revealing a new brand identity. In celebration of the global tabletop company’s 30th anniversary, its new global rebrand will be consumer-focused, as represented in its new tagline: “inspired by players.”
The Asmodee Global Rebrand
According to an official press release, the rebrand is intended to mark a key milestone in strengthening the company’s direct relationship with players, while reinforcing its reputation for quality.
Asmodee, was formed in 1995 and is a massive pillar in the tabletop industry. They have published hundreds of games across hundreds of beloved IPs. Releases such as Catan, Ticket to Ride, 7 Wonders, Arkham Horror, Marvel: Crisis Protocol, Twilight Imperium, and many more. In addition, they have many board game companies under their umbrella, a strategy they still use today.
“At asmodee, we have made it our mission to create meaningful, shared experiences through our games to celebrate all players” says Thomas Kœgler, CEO of asmodee. “During our 30-year journey in the tabletop games industry, our brand hasn’t always been visible to players themselves. With this brand evolution, we aim to change that—making asmodee a name that’s recognized, trusted, loved, and sought out by players around the world.”
The rebrand may also be a way of getting a fresh start after departing from Embracer Group. Embracer Group separated into three companies last year after a string of acquisitions and deals fell through. Embracer has now been rebranded Fellowship Entertainment, named after its acquisition of The Lord of the Rings IP, and another of its studios, Coffee Stain Studios, is also spinning off.
Asmodee remains an active part of the tabletop industry through multiple program initiatives. These include their Game in Lab program, which provides grants to scientific research projects related to board games, and distribution deals with indie studios such as Gray Matter Games.
