ASG Guns

What ASG Guns does

ActionSportGames A/S (operating as ASG and ActionSportGames) is a privately held Danish manufacturer and distributor headquartered in Espergaerde, Denmark. The company designs and produces licensed airsoft replicas and high-velocity airguns, complemented by a surrounding ecosystem of accessories, signal and simulation equipment, safety and tactical gear, and consumables including The BLASTER BBs (30-year legacy product line) and maintenance supplies. Its core technical differentiation rests on exclusive licensing agreements with real firearms manufacturers, which enable authentic licensed branding and realism on its replicas—a barrier structured around intangible IP rather than software. Notable product lines include the Hybrid Series H-15 rifles, marketed as combining performance engineering with licensed authenticity.

The company operates a multi-channel go-to-market model combining direct-to-consumer e-commerce (actionsportgames.com with global shipping), a formal authorized dealer onboarding program ('Become an ASG Dealer'), and wholesale distribution to international distributors and retailers. Its customer base spans three primary segments: individual airsoft players and enthusiasts (primary), authorized dealers and distributors (primary), and tactical/professional users (secondary). Revenue is generated through hardware sales across price tiers, supported by recurring consumable revenue from BBs, gas, and maintenance products, with wholesale/dealer pricing allocated through a partner application process. Pricing is not publicly disclosed.

ASG maintains a presence on TikTok, Facebook, Instagram, YouTube, Vimeo, and LinkedIn, and runs the EVO Owners Club community for post-sale engagement. The company is privately held with no disclosed funding, M&A, or institutional investment, and operates as an independent entity with global reach.

Name

ASG Guns

Legal name

ActionSportGames A/S

Website

https://actionsportgames.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

101–250 employees

Short description

ActionSportGames A/S is a privately held Danish manufacturer and global distributor of licensed airsoft replicas and airguns, serving individual airsoft players, authorized dealers, and tactical users through direct e-commerce and a worldwide dealer network.

Ownership category

akta.pro rank

Product category

Airsoft Guns and Replica Firearms

NAICS

Hobby, Toy, and Game Retailers (459120), Sporting Goods Retailers (459110)

SIC

Retail-Hobby, Toy & Game Shops (5945), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Hobby Games & Miniatures Retail (Tabletop RPGs, Wargaming) (CRALAFAH)

akta.pro secondary industries

Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection) (CRAMAKAG), Outdoor Play & Sports Toys Distribution (CRAOAMAG)

Keywords

• Airsoft replica guns
• Licensed airguns
• Tactical simulation gear
• Airsoft accessories
• BB ammunition

Headquarters

HQ city

Moorpark

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Airsoft Gun Sales: Sale of licensed airsoft replica firearms under exclusive brand licenses. One-time hardware purchase model with varying price points based on model complexity and licensing.
2. Airgun Sales: High-velocity airgun product line for tactical and sporting use
3. Accessories and Tactical Gear: Gun accessories, signal and simulation equipment, safety and tactical gear, ammo, gas, and maintenance products
4. Dealer/B2B Distribution: Wholesale distribution to authorized dealers and resellers globally through dealer partnership program

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

ActionSportGames A/S designs, manufactures, and globally distributes licensed airsoft replica guns and high-velocity airguns under exclusive licenses from real firearms manufacturers. The offering is completed by related accessories, signal and simulation equipment, safety and tactical gear, and consumables (BBs, propellant gas, and maintenance products). Products are sold to end consumers through the company's e-commerce platform and to authorized resellers through a dealer/wholesale program.

Product overview

ActionSportGames is a Danish company offering a portfolio of licensed airsoft guns and airguns alongside related accessories, consumables, and tactical gear. The core product lineup includes airsoft guns and airguns with exclusive licensing partnerships for realism, complemented by gun accessories, signal and simulation equipment, and safety and tactical gear. The company also produces consumables including The BLASTER BBs (with 30 years of legacy) and ammo, gas, and maintenance supplies. Notable product lines include The Hybrid Series H-15 rifles. The company positions itself as a global distributor serving airsoft players worldwide through dealer networks.

Differentiator

Problem solved

Functional benefit

Products and services

• Airsoft Guns Licensed airsoft gun replicas designed for recreational and tactical gameplay, featuring licensed realism and engineered performance under exclusive licenses from real firearms manufacturers.
• Airguns High-velocity airguns designed for precision shooting and tactical applications, targeting tactical and sporting use.
• The Hybrid Series H-15 Rifles Advanced hybrid series airsoft rifles combining licensed realism with engineered performance for airsoft players.
• Gun Accessories Supplementary equipment and attachments for airsoft guns and airguns, sold alongside the core gun lineup.
• Signal & Simulation Equipment Tactical training and simulation equipment for enhanced realism in airsoft gameplay and training scenarios.
• Safety & Tactical Gear Protective equipment and tactical accessories for airsoft players to support safe play and tactical use.
• The BLASTER BBs BB ammunition with a 30-year manufacturing legacy, representing the company's long-standing commitment to quality airsoft ammunition and consumables.
• Ammo, Gas & Maintenance Products Consumable supplies including BBs, propellant gas, and maintenance products used to operate and upkeep airsoft guns.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Various Firearms Manufacturers (Licensors)coreOEM/ Whitelabel/ Licensing PartnerASG Guns holds exclusive licenses from real firearms manufacturers to produce authentic airsoft replicas. These exclusive licensing partnerships are central to the company's value proposition, providing licensed realism that differentiates their products from competitors. The company features an 'Exclusive Licenses' page on their website detailing their licensing relationships.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Umarex: German manufacturer of airguns and licensed airsoft replicas (Beretta, Glock, HK, SIG). Closest direct competitor to ASG with overlapping product portfolio, European manufacturing base, and similar licensed-replica business model.
• Tokyo Marui: Japanese airsoft pioneer and category-defining OEM. Competes directly with ASG on airsoft guns, particularly AEGs and gas blowbacks; widely regarded as the technology benchmark in the segment.
• Cybergun: French-listed airsoft and replica firearms company built around exclusive licensing of major firearm brands. Direct strategic analog to ASG's licensing-driven model; competes head-to-head on licensed replicas.
• G&G Armament: Taiwan-based airsoft manufacturer competing globally on price-performance across AEGs and accessories. Represents the high-volume Asian OEM threat to ASG's mid- and premium-tier positioning.
• KWA Performance Sports: US-based airsoft manufacturer specializing in gas blowback pistols and training replicas. Direct competitor to ASG in the tactical training and recreational segments with overlap on licensed designs.
• ICS Airsoft: Taiwanese airsoft OEM with established global distribution through sporting and hobby retailers. Overlaps with ASG in M4/AR-platform AEGs and competes for the same dealer shelf space.

Emerging players

• Specna Arms: Polish airsoft brand that has rapidly gained European market share on value-priced AEGs. Represents an emerging price-disruptive threat in ASG's core European dealer channel.
• LCT Airsoft: Taiwanese manufacturer focused on high-end airsoft rifles with realistic external build quality. Competes with ASG's premium tier on realism and licensed-platform aesthetics at sub-licensed price points.

Broad incumbents

• Elite Force (Umarex subsidiary): Airsoft brand operated under Umarex in the North American market. Competes with ASG's dealer channel on licensed 4.5mm and 6mm airsoft products distributed through US sporting goods retailers.
• Sig Sauer (airsoft line): Major firearms OEM that produces licensed airsoft replicas under its own brand, leveraging its real-firearm IP. Competes with ASG at the brand-licensed end of the market and could itself become an ASG licensing partner or competitor depending on strategy.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/1teamasg
• Facebookfacebook.com/actionsportgames
• LinkedInlinkedin.com/company/actionsportgames
• Instagraminstagram.com/actionsportgames_europe
• TikToktiktok.com/@actionsportgames
• Xx.com/ukteamasg

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 ASG Guns