We are asmodee
A powerhouse of imagination and creativity where every game tells a story and every player becomes a part of an epic adventure.
Since our founding in 1995, we’ve transformed the world of board games, card games, trading card games (TCGs), and role-playing games (RPGs), merging passion with artistry and bridging the gap between creation and player. We don’t just make board games; we create moments of connection that turn play into art, making extraordinary experiences easily accessible, across all retail channels, to game enthusiasts worldwide.
Optimized full route-to-market capabilities enabling full-channel and global distribution reach
3 regional leadership teams complemented by relevant central function teams
100+ countries where our products are sold
1,500+ staff in distribution
Note(s):
27 countries with direct route-to-market capabilities(1)
Reaching consumers wherever they buy games, with a unique Route-to-Market model
√ Think globally –act locally
√ A rich and sustainable portfolio
√ A long-lasting position and reputation
Corporate Social Responsibility
Sustainability is at the heart of our business
Board games create human connections with real & lasting interactions
Board games are designed to be cherished and used across generations
Play creates intergenerational ties
Inherent benefits of Asmodee’s products align with our commitment to sustainability
Creating net positive impact for every player, their communities and our only planet
Why sustainability is important for asmodee
At asmodee, we are committed to doing our part in helping the UN achieve their Sustainable Development Goals. As such, asmodee’s CSR is guided by the principles of fostering, strengthening and protecting all player communities and our planet.
Why Work With Us?
asmodee in Canada
asmodee is Canada’s leading distributor of tabletop games.
Our titles include the world’s most popular games from many categories. Some of our most notable titles include Spot It!, CATAN,TickettoRide,MarvelChampions, and Star Wars™: Unlimited .
asmodee recently invested in a new facility in Vaudreuil-Dorion, Quebec, furthering our commitment to bringing the best in games to the Canadian market.
This, along with our new location in Brantford, Ontario, secures asmodee’s leadership in the country with a presence in two major provinces, bilingual marketing expertise, and a specialized sales team.
New Facility in Vaudreuil-Dorion New office in Brantford
Asmodee Edition is launched in Canada and begins distribution
F2Z Entertainment is acquired by Asmodee Éditions and becomes Asmodee Canada
Asmodee Canada acquires Lion Rampant Imports
Embracer Group acquires Asmodee Group
Opening of the new Vaudreuil-Dorion office
Unification of Canadian business units & Opening of the new Brantford office & Asmodee becomes publicly listed
Canadian Strategic Distribution Approach
We offer an unmatched product portfolio, giving our retail customers access to a broad range of titles, published by asmodee or published by our partners. Our selection includes the most comprehensive choice of exclusive titles on the market, many in both English and French.
150+
Studios, including owned and partner
2,000+
Canadian Customers from coast to coast
2.1M products shipped across Canada in 2025
Leveraging a unique reach into engaged player communities…
2,000+ hobby stores
150,000+ people reached through shows & demos
100+ events on Star WarsTM: Unlimited since launch
Casual and competitive tournaments (organized play) and activities
Note(s): Figures as at FY23/24
10 million+ games played by Canadians in 2025
Board Game Arena for players to try games and learn rules
Unmatched Game Portfolio
Extensive catalogue to meet local retailer and consumer needs while constantly scouting for new games
Examples of Games Published by Asmodee Studios(1)
Examples of Games Published by partners(1)
Note(s): Net sales split based on FY23/24 figures; (1) Games include tabletop games and ancillary products (gameplay enhancing products, non-gaming miniatures and several categories)
Long-standing relationships with partner studios based on loyalty and trust
Trusted partner to hundreds of 3rd party publishers using asmodee’s distribution network to grow the overall tabletop industry and make products available to every player.
Lifestyle Games
Tabletop Games
Social Games
Long-standing global partnerships & expertise in TCGs
Since 1995 Since 2002
Since 2006
Since 2018 Since 2024
Portfolio expansion of a successful IP
200K+ events organized in hobby stores worldwide
Innovation on digitization of TCGs
Most crowdfunded TCG with $8.2m+
Strong industry growth, with increasing interest among Canadians in gaming as a hobby
Steady, strong, non‑seasonal sales
Organized Play driven business model
Hobby stores at the foundation and entry point to competitive play
Strong progressive growth in the last 30 years
Long‑term commitment from player to the game franchise (and vice versa)
Coast‑to‑coast distribution in both official languages
Paint & accessories Expertise
Dice
Minis Paint
The Canadian playground: growing opportunities in the retail space
Casual Players
Play occasionally to socialize
Family Players
Children, parents, grandparents
Playing games as family time
Fan Players
Playing games is their main hobby
10 M
(30-40% of players)
Online stores
National, large catalogue, reviews & price
Source(s): Arthur D. Little market study
16 M
(50-60% of players)
Specialty and mass stores
National, small to mid-sized catalogue, availability
3 M (5-10% of players)
Hobby and independent stores
Local, large catalogue, advice & loyalty
HobbyNext: Strenghtening player communities with dedicated trade services
National Retail Engagement Program
• Retail program designed to drive in-store traffic, boost sales, and strengthen gaming communities in Canada
Tools that Activate Stores
• Provides retailers with turnkey marketing tools, exclusive goodies, event support and promotional assets tied to major product releases
Connection Between Publishers, Stores and Players
• Connects publishers, retailers and players into one ecosystem
• Creates excitement, visibility and long-term growth for the hobby
Creator of Communities and Loyalty
• Helps stores foster loyal, repeat customers and vibrant communities by rewarding players for participating in events and shopping locally
asmodee’s full reach channel strategy
Tailormade sales & marketing approach to enhance product visibility and customer experience
Player categories & retail type Retailers
stores
*non-exhaustive list
Extensive Support
Dedicated Hobby Sales Team
• Skilled and passionate sales team with advanced product knowledge
• Dedicated sales forecasting and technology by channel
• Dedicated TCG team
• Dedicated hobby & board game team
• Cross country sales service, in the language of your choice, to all retailer types.
• Loyalty Program
Dedicated Mass Market Sales Team
• Skilled sales team
• Dedicated sales forecasting and technology by channel
• Extended partnerships through replenishing and planogram services
• FR and EN services
• Specialize in games for all ages and at all price points.
• Provide a tailored catalogue adapted to each unique mass market channel.
Dedicated Ecommerce Team
• Enhanced strategic decision-making
• Amazon.ca vendor central specialist expertise
• Worry-free dropship expertise
• Digital marketing specialization
Unmatched Distribution
Our far-reaching distribution network allows for incomparable access to core, hobby and mass market
asmodee’s operational excellence and infrastructure supports the market reach for both
Dropship
Operational excellence embedded in our distribution culture
People
Delivering above market standards, in a cost-effective way
Delivering at scale and pace thanks to skilled local teams
Offering 3PL services to our partners to support their local business
Crowdfunding fulfillment
Customizable, Value-Added, Marketing Services
Team of seasoned professionals, with expertise in tabletop gaming
Our marketing expertise and services can be tailored to fit the specific needs and resources of our partner studios.
Distribution Levels
FULL-SERVICE DISTRIBUTION
Tailored360° marketing programs that generate high demand AccesstoCanadian
customers and consumers
ENHANCED DISTRIBUTION
Value-added marketing ser vices to generatedemand AccesstoCanadian retail customers andconsumers
B2B priority
Our customers are valued partners – their success is our success!
We take a 360° marketing approach and provide the tools customers need to engage with consumers and get them excited to play.
Go-to-Market Capabilities
With our internal and external expertise, we can offer a la carte marketing programs tailored to the objectives and strategies of our partners.
Trade events
We host Canada Plays, Canada’s premiere tabletop game trade show and convention experience that brings together retailers and publishing partners in one place. The event offers a value‑added experience of learning, community and play!
• Live, interactive event
• Inside looks at the most sought-after games and accessories
• Network with top industry players
• Live presentations about products and best industry practices
• Get in the game and play some of the hottest upcoming titles!
B2C approach Target Audiences
At asmodee we have best-in-class games for every type of player, no matter their experience.
Celebrating our existing players and bringing games to new players, while growing the tabletop market in Canada.
Consumer events
asmodee Consumer Brand
Our mission
CELEBRATE EVERY PLAYER WITH AMAZING SHARED EXPERIENCES BY BEING AUDACIOUS - CREATIVEPASSIONATE - WELCOMING
Notes
