Legend Story Studios
Legend Story Studios is a New Zealand-based game publisher that designs and distributes the Flesh and Blood trading card game through 15+ regional distributors to 2,000+ local game stores across 35+ countries, supported by a proprietary GEM tournament management platform and a tiered organized play circuit.
- Company typePrivate
- Founded2012
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Legend Story Studios does
Legend Story Studios (LSS) is a New Zealand-based game design, development, and publishing studio founded in 2012 by James White and Robbie Wen, headquartered in Auckland. The company created the Flesh and Blood (FAB) fantasy trading card game, which launched globally in October 2019 after seven years of development. The studio is privately held, founder-controlled, and operates with 11-50 employees.
The core product is the Flesh and Blood trading card game, sold in booster packs (MSRP $3.99) and hero decks (MSRP $11.99) via wholesale distribution to a global network of local game stores (LGS). Distribution is executed through regional partners — PHD Games and Southern Hobby Supply in the USA, Blackfire, Asmodee, heo, and Bliss Distribution in Europe, Prince Distribution and Universal Distribution in Canada, Nishino and Star Corporation in Japan, Legendary Games in South East Asia, and Cartinha, Coqui, and Devir in Latin America — covering more than 35 countries and 2,000-3,200 store locations. LSS supports these stores through its proprietary GEM (Game Event Manager) platform, which handles tournament sanctioning, store account management, and player registration via unique GEM IDs.
Revenue is generated through one-time wholesale sales of TCG product, recurring (per-cycle) organized play kit sales (Armory Kits, Skirmish kits, pre-release support), and direct retail distribution to Australia and New Zealand. The company sustains a tiered competitive circuit culminating in the $1.5M USD Pro Play Circuit and the Flesh and Blood World Tour, which visits 120+ destinations annually. Community engagement with LGS operators and players — through media (NZ Herald, Deloitte NZ), influencer partnerships, and brand storytelling (2023 NZIBA Excellence in Brand Storytelling award) — is the primary acquisition and retention mechanism.
Legend Story Studios firmographics
Firmographics- Name
- Legend Story Studios
- Legal name
- Legend Story Studios
- Website
- https://legendstory.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Legend Story Studios is a New Zealand-based game publisher that designs and distributes the Flesh and Blood trading card game through 15+ regional distributors to 2,000+ local game stores across 35+ countries, supported by a proprietary GEM tournament management platform and a tiered organized play circuit.
- Ownership category
- akta.pro rank
Legend Story Studios industry classification
Industry- Product category
- Trading Card Games
- NAICS
- Hobby, Toy, and Game Retailers (45912)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Non-Sports Trading Cards Retail (TCG/Entertainment) (CRALAGAB)
Keywords
Where Legend Story Studios is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Legend Story Studios business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Trading Card Game Product Sales: Revenue from selling Flesh and Blood trading card game products including booster packs (MSRP $3.99), hero decks (MSRP $11.99), and sealed products through wholesale distribution to local game stores worldwide.
- Organized Play Program Materials: Revenue from selling organized play support materials including Armory Kits, Skirmish kits, and event materials to GEM-registered stores. Includes seasonal programs and pre-release support materials.
- Retailer Support Services: Direct sales to Australian and New Zealand retailers through Legend Story Studios' own distribution, supported by account managers who onboard stores to the organized play program.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Welcome to Rathe Booster Pack |
Go-to-market motion2 records
Distribution channels11 records
Marketing channels4 records
Legend Story Studios product offering
Product offeringCore offering
Legend Story Studios designs, develops, and publishes the Flesh and Blood fantasy trading card game. The company supports the game with a tiered organized play program spanning local Armory Events through to the Pro Tour, and operates the proprietary GEM (Game Event Manager) platform for tournament sanctioning, player tracking, and retailer support across a global network of over 2,000 local game stores.
Product overview
Legend Story Studios operates a unified product ecosystem centered on Flesh and Blood, a fantasy trading card game. The core offering consists of the Flesh and Blood TCG supported by the GEM (Game Event Manager) platform for tournament management and player/retailer accounts. Additional components include mobile applications, the global GEM Store Network of over 2,000 locations, and a comprehensive Organized Play Program spanning Armory Events through to the $1,500,000 USD Pro Play Circuit. The company also provides retail support through Retailer Appreciation Kits and World Guides.
Differentiator
Problem solved
Functional benefit
Brands
- Flesh and Blood (FAB): Trading card game launched in October 2019. The premier TCG tournament circuit with the Flesh and Blood World Tour visiting over 120 iconic destinations each year.
Products and services
- Flesh and Blood Trading Card Game Fantasy trading card game where players equip their hero for full-powered combat from the first turn. Features organized play events across 2,000+ local game store locations worldwide, distributed through global wholesale partners in 35+ countries.
- GEM (Game Event Manager) Platform Official tournament management software for running and reporting tournaments, managing store information, sanctioning pre-release events, and qualifying for organized play support. Available for retailers (Business Account) and players (Player Account).
- Mobile Applications Mobile applications for iOS and Android platforms providing access to game content, tournament features, and Flesh and Blood services.
- Organized Play Program Comprehensive tournament circuit including Armory Events, Skirmishes, Battle Hardened events, National Championships, and the $1,500,000 USD Pro Play Circuit (Pro Tour). Provides structured competitive progression for players from local to professional levels.
- Retailer Appreciation Kit Complimentary kit for new retailers containing the 134-page World Guide Vol 1: Welcome to Rathe, 24 Ira Crimson Haze welcome decks, and an Armory Kit supporting 4 weeks of in-store organized play.
Quantifiable outcome
- 6,416% revenue growth over three years, ranking #1 in 2022 Deloitte Fast 50
- +2 more outcomes
Companies that use Legend Story Studios
Customer profileNamed customers11 records
Segments3 records
Ideal customer profiles2 records
Legend Story Studios technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Legend Story Studios partnerships and signals
Strategic signalPartnerships
24 partnerships are on record, tiered core and minor.
- Bliss Distribution LtdcoreUK and European market distributor for Flesh and Blood, beginning fulfillment from April 1, 2025. Joins existing distributors Blackfire, heo, and Asmodee units to offer additional distribution choice in the region.
- Coqui DistributioncoreMexican distribution partner supplying local game stores with Flesh and Blood products in English and Spanish.
- Devir MexicocoreMexican distribution partner supplying local game stores with Flesh and Blood products.
- heo GmbHcoreEuropean distribution partner joining from March 1, 2024, with operations in Germany, France, Spain, Italy, and UK.
- Legendary Games DistributioncoreNew South East Asia distribution partner from September 2023, based in Singapore, serving Singapore, Hong Kong, Malaysia, Philippines, Indonesia, Thailand, Vietnam, and Brunei.
- Universal DistributioncoreCanadian distribution partner commencing supply from August 2023, joining Prince Distribution as an additional choice for stores.
- Star Corporation (株式会社スターコーポレーション)coreOne of Japan's two largest TCG distributors providing domestic distribution of Flesh and Blood to game stores throughout Japan.
- Nishino (株式会社西野)coreOne of Japan's two largest TCG distributors providing domestic distribution of Flesh and Blood to game stores throughout Japan.
- PHD Games (Peachstate Hobby Distribution)coreUSA distribution partner for Flesh and Blood trading card game products since February 2020.
- Southern Hobby SupplycoreUSA distribution partner for Flesh and Blood trading card game products since February 2020.
- Prince DistributioncoreOriginal Canadian distribution partner for Flesh and Blood since November 2020.
- ADC Blackfire Entertainment GmbHcoreEuropean distribution partner for Germany and wider Europe since November 2020.
- Asmodee Group (UK, Nordics, Spain, Italy, France)coreEuropean distribution through regional Asmodee entities covering UK, Nordics, Spain, Italy, and France since November 2020.
- Let's Play GamescoreAustralian distribution partner for Flesh and Blood products.
- Cartinha DistribuiçãocoreBrazilian distribution partner for Flesh and Blood since October 2022.
- Geek Culture BrazilminorBrazilian distribution partner for Flesh and Blood products.
- Ludus Distributors CorpminorSouth East Asia distribution partner.
- Omni Game Rekreasi EdukatifminorSouth East Asia distribution partner for Indonesia.
- Hermes Games DistributionminorSouth East Asia distribution partner for Malaysia.
- Cube Golem FranceminorEuropean distribution partner for France.
- Cube Golem Eastern EuropeminorEuropean distribution partner for Eastern Europe.
- Cube Golem GermanyminorEuropean distribution partner for Germany.
- RUIKA GAMES & COLLECTIBLESminorChina distribution partner.
- RK GAMES & COLLECTIBLESminorChina distribution partner.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Legend Story Studios competitors and assessment
Company assessmentOthers
- Asmodee: Asmodee is one of LSS's core European distribution partners (across UK, Nordics, Spain, Italy, France) and a major global tabletop game publisher. It is comparable as both an overlapping tabletop publisher and a key channel partner whose commercial alignment materially affects Flesh and Blood's European reach.
Direct peers
- Force of Will TCG: Force of Will is an independent trading card game publisher targeting the competitive fantasy TCG segment with international tournament support. It competes most directly with Flesh and Blood in the hobby TCG niche for hobbyist players and tournament organizers.
- Cryptozoic Entertainment: Cryptozoic Entertainment publishes entertainment IP-based and hobby TCGs (including titles based on World of Warcraft and other franchises) sold through hobby retailers and supported by organized play programs. It is comparable as a similarly sized TCG publisher with a multi-game catalog.
- Bushiroad: Bushiroad publishes Cardfight!! Vanguard and Weiss Schwarz, two trading card games that compete head-to-head with Flesh and Blood for hobby store retail allocation, anime-influenced player demographics, and organized play participation.
- Upper Deck Company: Upper Deck publishes entertainment and sports-licensed trading card games and collectible card products distributed through hobby retailers. It is directly comparable as a mid-size TCG publisher competing in the same hobby store channel.
- Stone Blade Entertainment: Stone Blade Entertainment is an independent TCG publisher (creator of SolForge and other titles) selling through hobby channels with organized play support. It is comparable to Flesh and Blood as a smaller-scale independent TCG publisher attempting to scale against the dominant incumbents.
- Games Workshop: Games Workshop publishes Warhammer, the leading tabletop miniatures wargame, and operates one of the most successful independent hobby gaming retail and tournament ecosystems globally. It is highly comparable to LSS in combining IP publishing with proprietary tournament infrastructure and dedicated hobby store support, though the game mechanic differs.
Broad incumbents
- Wizards of the Coast: Wizards of the Coast (owned by Hasbro) publishes Magic: The Gathering, the world's largest TCG by revenue and tournament infrastructure. It is the dominant incumbent that Flesh and Blood directly competes against for hobby store shelf space, competitive play mindshare, and player acquisition.
- The Pokémon Company: The Pokémon Company publishes the Pokémon Trading Card Game, the highest-volume mass-market TCG supported by the Pokémon media franchise. It competes with Flesh and Blood for the same hobby store channel and family/young-player customer segment.
- Konami Digital Entertainment: Konami publishes the Yu-Gi-Oh! TCG, one of the three largest trading card games globally with a long-running competitive scene. It is a direct incumbent competing with Flesh and Blood in the hobby game retail channel and tournament circuit.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Legend Story Studios social profiles
Digital presenceLegend Story Studios financial estimates
Financial estimateRevenue estimate
Valuation estimate
Legend Story Studios leadership team
Management profileNumber of profiles
Profiles2 records
Legend Story Studios funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Legend Story Studios 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 Legend Story Studios
What does Legend Story Studios do?
Legend Story Studios designs, develops, and publishes the Flesh and Blood fantasy trading card game. The company supports the game with a tiered organized play program spanning local Armory Events through to the Pro Tour, and operates the proprietary GEM (Game Event Manager) platform for tournament sanctioning, player tracking, and retailer support across a global network of over 2,000 local game stores.
Is Legend Story Studios a public or private company?
Legend Story Studios is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Legend Story Studios founded?
Legend Story Studios was founded in 2012. It employs 11 to 50 people.
Where is Legend Story Studios based?
Legend Story Studios is headquartered in Auckland, New Zealand, in the Oceania region.
How does Legend Story Studios make money?
Three revenue lines are on record. Trading Card Game Product Sales are the primary driver. The others are organized Play Program Materials and retailer Support Services.
Who are Legend Story Studios's main competitors?
Asmodee is listed as an others. Direct peers are Force of Will TCG, Cryptozoic Entertainment, Bushiroad, Upper Deck Company, Stone Blade Entertainment and Games Workshop. Broad incumbents are Wizards of the Coast, The Pokémon Company and Konami Digital Entertainment.
Does Legend Story Studios have an API?
No public API is recorded for Legend Story Studios.
What industry is Legend Story Studios in?
Legend Story Studios's product category is Trading Card Games. Its primary akta.pro industry code is CRALAGAB, Non-Sports Trading Cards Retail (TCG/Entertainment). Its NAICS code is 45912 and its SIC code is 5945.