What VR Distribution does

VR Distribution (legally Venross Pty Ltd, trading as asmodee Australia) is a B2B wholesale distributor of tabletop games, trading card games, toys, and collectibles, operating as the Australian and New Zealand distribution arm of global publisher asmodee Group. The company purchases product from international publishers — including asmodee-owned brands (CATAN, Ticket to Ride, 7 Wonders), Wizards of the Coast (Star Wars: Unlimited, Magic: The Gathering, Dungeons & Dragons), Exploding Kittens, Cards Against Humanity, and others — and resells to game stores, hobby shops, and toy retailers across ANZ. It does not sell directly to consumers.

The core product portfolio spans three categories (Board & Card Games, Trading Card Games, Toys & Collectables), supplemented by Gamegenic gaming accessories and the Hobby Next community program, which aggregates participating game stores to drive pre-orders for new releases through exclusive promotional items, minis, and expansion packs. Distribution is supported by a dedicated B2B ordering platform with authenticated retailer login, invoicing, and returns management, alongside direct account management and nationwide delivery logistics.

The business model is a wholesale transaction-fee model: revenue is generated by purchasing product from publishers at wholesale cost and reselling to retailers at markup. Pricing is not publicly disclosed and requires an approved business account. The company is structured as a proprietary limited company incorporated in South Australia, wholly owned under the asmodee Group umbrella (parent: Financière Amuse BidCo), with no independent funding activity and no public listing.

Name

VR Distribution

Legal name

Venross Pty Ltd

Website

https://vrdistribution.com.au

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

VR Distribution (Venross Pty Ltd) is the Australia and New Zealand wholesale arm of asmodee Group, distributing board games, trading card games, toys, and collectibles from global publishers to game stores and hobby retailers via a B2B platform.

Ownership category

akta.pro rank

Product category

Tabletop Game Wholesale Distribution

akta.pro primary industry

Physical Game Distribution & Retail (Boxed Games, Wholesale, Merchandising) (MPAFABAC)

akta.pro secondary industries

Digital/Interactive Toys & Accessories Distribution (CRAOAMAJ), Gaming Hardware, Consoles & Accessories Distribution (CRAOACAG)

Keywords

• Tabletop game distribution
• Wholesale hobby products
• Board game distributor
• Trading card games
• Toy and collectibles wholesale

Headquarters

HQ city

Adelaide

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Wholesale Distribution: VR Distribution generates revenue by purchasing games, toys, and collectibles from publishers worldwide and distributing them to retail partners across Australia and New Zealand. The company acts as the exclusive or preferred distributor for multiple publishers including asmodee Group brands, Wizards of the Coast, CATAN Studio, Exploding Kittens, and others.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

VR Distribution is the Australian and New Zealand wholesale distributor for asmodee Group, purchasing board games, trading card games, toys, and collectibles from international publishers and supplying them to retail partners. The company operates a B2B ordering platform paired with dedicated account managers and nationwide delivery to serve game stores, hobby shops, and toy retailers across both countries.

Product overview

VR Distribution (operated as asmodee Australia) is a B2B distribution company that distributes tabletop games, trading card games, toys, and collectibles from international publishers across Australia and New Zealand. Their portfolio includes three main product categories (Board & Card Games, Trading Card Games, and Toys & Collectables), the Gamegenic accessories sub-brand, and the Hobby Next community program. They operate a B2B platform for retailers to place orders, alongside dedicated account management services.

Differentiator

Problem solved

Functional benefit

Brands

• Hobby Next: A community initiative bringing together game stores to offer players exclusive promotional items, accessories, minis and game expansion packs for game releases

Products and services

• Board & Card Games Wholesale supply of traditional tabletop board and card games — including strategy, party, and family games such as CATAN, Ticket to Ride, 7 Wonders, Cards Against Humanity, and Exploding Kittens — for resale by game stores and hobby retailers across Australia and New Zealand.
• Trading Card Games Wholesale supply of trading card games and role-playing games — including Star Wars: Unlimited, Magic: The Gathering, and Dungeons & Dragons — for resale by game stores and hobby retailers across Australia and New Zealand.
• Toys & Collectables Wholesale supply of toys, collectibles, and licensed merchandise from iconic franchises and trending properties for resale by toy stores and hobby retailers across Australia and New Zealand, targeting players, fans, and collectors.
• Gamegenic Accessories Wholesale supply of Gamegenic branded gaming accessories — including deck boxes, playmats, and card sleeves featuring licensed themed artwork (e.g., Star Wars: Unlimited ranges such as Ahsoka Tano and Darth Maul sleeves) — for resale by game retailers across Australia and New Zealand.
• B2B Ordering Platform Online B2B commerce platform for verified retailer accounts to browse the product range, place wholesale orders, view and manage invoices, and process returns, supported by nationwide delivery logistics.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Mighty Ape: Mighty Ape is a major New Zealand online hobby games, toy, and collectibles retailer (now under the same ownership group as hobbyco). It sits downstream of VR Distribution in the ANZ hobby supply chain and competes with the physical hobby stores VR Distribution supplies.
• hobbyco: hobbyco is Australia's largest specialty hobby games retailer (formerly EB Games Australia), serving the same ANZ hobby consumer market that VR Distribution's retailer customers ultimately sell into. It represents a downstream counterpart rather than a distributor, but operates in the same regional hobby games ecosystem.

Direct peers

• Alliance Game Distributors: Alliance Game Distributors is a major US-based wholesale distributor of board games, trading card games, and hobby products to retailers. It serves the same customer base (game stores and hobby retailers) with the same B2B distribution model, making it the most directly comparable independent peer outside the asmodee network.
• GTS Distribution: GTS Distribution is a US-based distributor specializing in trading card games and hobby gaming products to game stores. While heavier on TCGs than VR Distribution, it shares the same B2B wholesale-to-retail model and customer segment in the hobby games supply chain.
• ACD Distribution: ACD Distribution is one of the largest US distributors of hobby games, trading card games, and collectibles, supplying independent game and hobby retailers nationwide. It mirrors VR Distribution's role as a single-source wholesale partner to a fragmented specialty retail channel.
• Asmodee Canada: Asmodee Canada is the Canadian distribution subsidiary of asmodee Group, operating a B2B distribution model similar to VR Distribution's. It is a sister subsidiary under the same parent, distributing the same publisher portfolio to hobby retailers in its region.
• Esdevium Games: Esdevium Games is the UK and Ireland distribution arm of asmodee Group, operating as a sister subsidiary to VR Distribution. It runs an identical B2B wholesale model distributing asmodee and partner publisher titles to hobby retailers, making it the closest functional peer in the asmodee network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about VR Distribution