Asmodee North America
Asmodee North America is a B2B wholesale distributor and retailer-services platform for board games, card games, and hobby gaming products, serving US specialty retailers through a tiered Flagship, Toy & Gift, and General Account program under MAP policy and exclusive of Amazon. It is the North American arm of France-based Asmodee Group, itself owned by Embracer Group since 2022.
- Company typePrivate
- Founded1995
- HeadquartersRockville, United States
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What Asmodee North America does
Asmodee North America is a B2B distribution and retailer services company that operates as the North American sales, logistics, and distribution arm of Asmodee Group, a French-headquartered publisher and distributor of board games, card games, and hobby gaming products. The company runs three tiers of retailer partnership programs — Flagship Accounts (brick-and-mortar specialty with organized play and early access), Toy & Gift Accounts (brick-and-mortar toy and gift stores), and General Accounts (smaller and online-eligible retailers) — through which it supplies US specialty retailers including dedicated board game shops, comic stores, hobby boutiques, and toy stores. Product is sourced from a broad portfolio of publishing studios including Fantasy Flight Games, Days of Wonder, Catan Studio, CMON, Atomic Mass Games, Awaken Realms, Aconyte Books, and Chessex, covering franchises such as Ticket to Ride, Catan, Arkham Horror, Marvel Champions, Lord of the Rings LCG, Star Wars: X-Wing/Legion/Armada/Shatterpoint, Marvel: Crisis Protocol, Zombicide, Blood Rage, and Small World.
The company's revenue model is wholesale distribution with enforced Minimum Advertised Price (MAP) policies across all channels; products are explicitly restricted from the Amazon marketplace. Pricing spans approximately $4.99 for accessories to $399.99 for premium sets, with billing on a pay-as-you-go wholesale basis. Go-to-market is enterprise field sales through a structured application process and dedicated sales representatives, supported by a B2B website portal, direct phone sales (866-664-9696), and email channels. The company is a wholly-owned subsidiary of Asmodee Group, which was acquired by Swedish entertainment conglomerate Embracer Group in 2022. It was founded in 1995, is headquartered in Roseville, Minnesota, and employs between 101 and 250 people. No proprietary technology platforms, AI/ML capabilities, mobile apps, APIs, or technology integrations are disclosed; the underlying stack is conventional B2B commerce infrastructure.
Asmodee North America firmographics
Firmographics- Name
- Asmodee North America
- Legal name
- Asmodee North America
- Website
- https://asmodeena.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Asmodee North America is a B2B wholesale distributor and retailer-services platform for board games, card games, and hobby gaming products, serving US specialty retailers through a tiered Flagship, Toy & Gift, and General Account program under MAP policy and exclusive of Amazon. It is the North American arm of France-based Asmodee Group, itself owned by Embracer Group since 2022.
- Ownership category
- akta.pro rank
Asmodee North America industry classification
Industry- Product category
- Tabletop and Hobby Game Distribution
- NAICS
- Hobby, Toy, and Game Retailers (45912)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Physical Game Distribution & Retail (Boxed Games, Wholesale, Merchandising) (MPAFABAC)
- akta.pro secondary industries
- Board Game Accessories & Components Retail (Sleeves, Dice, Tokens, Inserts) (CRALALAI), Family/Party Board Games Retail (CRALALAB)
Keywords
Where Asmodee North America is headquartered
LocationHeadquarters
- HQ city
- Rockville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Asmodee North America business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Board Game and Hobby Product Distribution: Asmodee North America generates revenue through distribution of board games, card games, and hobby products to specialty retailers across North America. The company acts as a distribution partner for numerous game studios including Atomic Mass Games, Fantasy Flight Games, Days of Wonder, CMON, and many others. Revenue is generated through wholesale product sales to authorized retailer partners with MAP (Minimum Advertised Price) policies enforced.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Wholesale pricing through authorized retailer accounts with MAP compliance requirements |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
Asmodee North America product offering
Product offeringCore offering
Asmodee North America distributes board games, card games, miniatures games, RPGs, and hobby gaming products from numerous publishing studios to authorized specialty retailers across the United States. The company operates three tiers of retailer partner programs (Flagship, Toy & Gift, and General Accounts) that grant access to exclusive product lines, organized play materials, MAP-compliant catalogs, and sales/logistics support.
Product overview
Asmodee North America operates as a B2B distribution and retailer partnership platform for board games and hobby gaming products. The company offers three tiers of retailer programs (Flagship Accounts, Toy & Gift Accounts, and General Accounts) that provide access to exclusive product lines, promotional participation, organized play programs, and sales/logistics support. The product portfolio spans hundreds of SKUs from multiple publishing studios including Days of Wonder (Ticket to Ride, Memoir '44, Small World), Fantasy Flight Games (Arkham Horror, Lord of the Rings LCG), Catan Studio (Catan), Atomic Mass Games (Star Wars: X-Wing, Legion, Armada), CMON (Zombicide, Blood Rage), Chessex (dice), and many others. The platform provides catalog management tools including active catalogs with MAP pricing, restricted product lists, and inactive product tracking. All Asmodee products are restricted from Amazon marketplace sales.
Differentiator
Problem solved
Functional benefit
Products and services
- Flagship Account
Companies that use Asmodee North America
Customer profileSegments3 records
Ideal customer profiles3 records
Asmodee North America technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Asmodee North America partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- 4D Brands InternationalminorStudio whose products are distributed through Asmodee North America's inactive/inventory catalog, including Day to Night imagery products, Urban Art Graffiti series, and 4D Puzzles.
- Aconyte BooksminorPublishing studio for novelizations and tie-in books for Asmodee game properties including Arkham Horror, KeyForge, Marvel, Legend of the Five Rings, and others.
- Atomic Mass GamescoreKey distribution partner for Star Wars: X-Wing, Star Wars: Legion, Star Wars: Armada, Star Wars: Shatterpoint, and Marvel: Crisis Protocol miniature gaming products.
- Awaken RealmsminorStudio whose products are distributed through Asmodee, including Etherfields, Tainted Grail, ISS Vanguard, and Lords of Ragnarok.
- Catan StudiocoreDistribution partner for the CATAN franchise including standard CATAN, CATAN: Cities and Knights, Seafarers expansions, and themed variants like Star Trek CATAN and Game of Thrones CATAN.
- ChessexminorManufacturer of gaming dice and accessories whose products are distributed through Asmodee, including translucent, speckled, opaque, and specialty dice sets.
- CMONcoreMajor distribution partner for Zombicide franchise, Blood Rage, Rising Sun, Arcadia Quest, and various licensed products including Marvel United and Masters of the Universe board games.
- Days of WondercoreKey distribution partner for Ticket to Ride series, Memoir '44, Small World, and other classic board games.
- Fantasy Flight GamescoreMajor distribution partner for Arkham Horror: The Card Game, A Game of Thrones: The Card Game, Marvel Champions, Lord of the Rings: The Card Game, KeyForge, Legend of the Five Rings, and Genesys RPG.
Recent moves5 records
Expansion highlights4 records
Asmodee North America competitors and assessment
Company assessmentDirect peers
- Ravensburger: Ravensburger is a major German board game publisher with its own North American distribution operations. It directly competes with Asmodee NA for specialty retailer shelf space with franchises like Disney Villainous, Horrified, and Labyrinth, and operates a similar B2B distribution model to specialty retail.
- Alliance Game Distributors: Alliance Game Distributors is a major US hobby game distributor serving specialty retailers, FLGS, and online hobby stores with a catalog spanning board games, miniatures, RPGs, and accessories. It is a direct competitor to Asmodee NA's distribution function for non-Asmodee studio products.
- Games Workshop: Games Workshop publishes and distributes Warhammer miniatures games through its own specialty retail stores and select independent retailers. It overlaps with Asmodee NA in the hobby gaming distribution space, particularly through Atomic Mass Games' Star Wars and Marvel miniature lines.
- Paizo: Paizo publishes Pathfinder and Starfinder tabletop RPGs and distributes to specialty hobby stores via its own distribution operations. It competes with Fantasy Flight Games (an Asmodee studio) in the RPG category and overlaps with Asmodee NA's specialty retailer channel.
- CMON: CMON is a publisher of hobby board games and miniatures titles (Zombicide, Blood Rage, Rising Sun) whose products are distributed by Asmodee NA in North America. As both a partner and adjacent publisher, CMON represents the type of studio whose distribution decisions directly affect Asmodee NA's catalog breadth.
- Ultra PRO International: Ultra PRO designs and distributes gaming accessories including sleeves, deck boxes, playmats, and binders for trading card games and board games. It is comparable to Asmodee NA's accessories distribution business (including Chessex dice) and serves the same specialty retailer channel.
Broad incumbents
- Hasbro Gaming: Hasbro is one of the largest toy and games companies in North America, with a gaming division covering board games (Monopoly, Risk, Cranium), Wizards of the Coast (Magic: The Gathering, D&D), and licensed games. While Asmodee NA specializes in hobby/specialty, Hasbro distributes broadly through mass and specialty channels.
- Mattel: Mattel is a major toy and games company with board game offerings (Uno, Scrabble, Phase 10) distributed primarily through mass retail and toy specialty. It operates at broader scale than Asmodee NA but competes for the same shelf space and consumer wallet.
Emerging players
- Greater Than Games: Greater Than Games is a hobby board game publisher known for Spirit Island, Sentinel Comics, and other enthusiast titles. As a smaller publisher that distributes primarily to specialty retail, it is comparable to studios whose products flow through Asmodee NA's distribution network.
- Stonemaier Games: Stonemaier Games is an independent publisher of popular hobby board games including Wingspan, Scythe, and Viticulture. It represents the type of studio that could route distribution through Asmodee NA and competes for retailer attention with similar hobby-game customer segments.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Asmodee North America financial estimates
Financial estimateRevenue estimate
Valuation estimate
Asmodee North America leadership team
Management profileNumber of profiles
Asmodee North America funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Asmodee North America M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Asmodee North America
What does Asmodee North America do?
Asmodee North America distributes board games, card games, miniatures games, RPGs, and hobby gaming products from numerous publishing studios to authorized specialty retailers across the United States. The company operates three tiers of retailer partner programs (Flagship, Toy & Gift, and General Accounts) that grant access to exclusive product lines, organized play materials, MAP-compliant catalogs, and sales/logistics support.
Is Asmodee North America a public or private company?
Asmodee North America is a private company. It is classified as corporate owned and is currently operating.
When was Asmodee North America founded?
Asmodee North America was founded in 1995. It employs 101 to 250 people.
Where is Asmodee North America based?
Asmodee North America is headquartered in Rockville, United States, in the North America region.
How does Asmodee North America make money?
One revenue line is on record: board Game and Hobby Product Distribution.
Who are Asmodee North America's main competitors?
Direct peers on record are Ravensburger, Alliance Game Distributors, Games Workshop, Paizo, CMON and Ultra PRO International. Broad incumbents are Hasbro Gaming and Mattel. Emerging players are Greater Than Games and Stonemaier Games.
Does Asmodee North America have an API?
No public API is recorded for Asmodee North America.
What industry is Asmodee North America in?
Asmodee North America's product category is Tabletop and Hobby Game Distribution. Its primary akta.pro industry code is MPAFABAC, Physical Game Distribution & Retail (Boxed Games, Wholesale, Merchandising), with a secondary code of CRALALAI, Board Game Accessories & Components Retail (Sleeves, Dice, Tokens, Inserts). Its NAICS code is 45912 and its SIC code is 5945.