ASG Guns
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.
- Company typePrivate
- Founded2003
- HeadquartersMoorpark, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
ASG Guns firmographics
Firmographics- 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
ASG Guns industry classification
Industry- 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
Where ASG Guns is headquartered
LocationHeadquarters
- HQ city
- Moorpark
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ASG Guns business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- 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.
- Airgun Sales: High-velocity airgun product line for tactical and sporting use
- Accessories and Tactical Gear: Gun accessories, signal and simulation equipment, safety and tactical gear, ammo, gas, and maintenance products
- 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
ASG Guns product offering
Product offeringCore 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.
Companies that use ASG Guns
Customer profileSegments3 records
Ideal customer profiles3 records
ASG Guns technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
ASG Guns partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Various Firearms Manufacturers (Licensors)coreASG 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
ASG Guns competitors and assessment
Company assessmentDirect 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
ASG Guns social profiles
Digital presenceASG Guns financial estimates
Financial estimateRevenue estimate
Valuation estimate
ASG Guns leadership team
Management profileNumber of profiles
ASG Guns funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ASG Guns 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 ASG Guns
What does ASG Guns do?
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.
Is ASG Guns a public or private company?
ASG Guns is a private company. It is classified as unknown and is currently operating.
When was ASG Guns founded?
ASG Guns was founded in 2003. It employs 101 to 250 people.
Where is ASG Guns based?
ASG Guns is headquartered in Moorpark, United States, in the North America region.
How does ASG Guns make money?
Four revenue lines are on record. Airsoft Gun Sales are the primary driver. The others are airgun Sales, accessories and Tactical Gear and dealer/B2B Distribution.
Who are ASG Guns's main competitors?
Direct peers on record are Umarex, Tokyo Marui, Cybergun, G&G Armament, KWA Performance Sports and ICS Airsoft. Emerging players are Specna Arms and LCT Airsoft. Broad incumbents are Elite Force (Umarex subsidiary) and Sig Sauer (airsoft line).
Does ASG Guns have an API?
No public API is recorded for ASG Guns.
What industry is ASG Guns in?
ASG Guns's product category is Airsoft Guns and Replica Firearms. Its primary akta.pro industry code is CRALAFAH, Hobby Games & Miniatures Retail (Tabletop RPGs, Wargaming), with a secondary code of CRAMAKAG, Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection). Its NAICS code is 459120 and its SIC code is 5945.