What All About Games Consulting does

All About Games Consulting (AAGC) is a UK-headquartered professional services consultancy serving the tabletop games industry. Founded in 2020 by Cédric Delobelle and Daniel Steel — both former Director-level employees of the Asmodee Group, which was subsequently acquired by Embracer Group for €2.75 billion — the firm operates from offices in Bentley, Farnham (UK operational HQ), Sunderland (UK registered office), and Las Rozas de Madrid (Spain), with active coverage of North America. AAGC offers nine discrete services covering the full board game lifecycle: International Sales & Localisation, Mass Market Presentation, Manufacturing Support, Crowdfunding Strategy & Campaign Management, Events & Organised Play, Business Development & Brand Establishment, IP & Licensing Acquisition, Retail Activation, and Recruitment & Talent Acquisition. The company functions as a non-exclusive extension of its clients' in-house teams and does not sell a proprietary technology platform.

AAGC's core delivery asset is its people and network: 130+ years of combined senior tabletop experience, alumni pedigrees across Asmodee, Funko Games, IELLO, and Wizards of the Coast, and a stated network of 500+ localisation partners, publishers, and distributors worldwide. The firm has reported generating over $10 million in product revenue for clients and saving clients over $2 million in production costs in its first two years, with case-study outcomes including €485,500 from 11 localisations for a medium-sized publisher in six months, a 700%+ improvement in advertising ROI on a crowdfunding campaign, and over £200,000 raised in a first-time Gamefound campaign. Service execution leans heavily on human relationships and physical presence — booth booths at UK Games Expo and SPIEL, in-store promoters across mass market retail, and event management for premium IPs (Pokémon, Final Fantasy, Star Wars: X-Wing).

The business operates as a privately held limited company entirely owned by the two founders, with no disclosed external investors or funding rounds. Revenue is generated through professional services on a retainer basis (over 90% of partners) supplemented by project-based packages, with bespoke quote-based pricing and fixed fees agreed in advance. Go-to-market is enterprise field sales targeting small-to-medium tabletop game publishers seeking international expansion beyond the English-language market, supported by LinkedIn, Facebook, and Instagram channels and a referral-driven pipeline from event presence and industry relationships.

Name

All About Games Consulting

Legal name

All About Games Consulting Limited

Website

https://aagc.games

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

All About Games Consulting is a UK-based professional services consultancy serving tabletop game publishers across international sales, manufacturing, crowdfunding, retail activation, events, IP licensing, and recruitment. Founded by ex-Asmodee Group Directors, it operates on retainer-based engagements.

Ownership category

akta.pro rank

Product category

Tabletop Game Industry Consulting Services

NAICS

Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Sports Business Consulting & Advisory (Strategy, Valuation, Due Diligence) (MPAKAKAL)

Keywords

• Tabletop game consulting
• Board game publishing services
• International sales localisation
• Crowdfunding campaign management
• IP licensing acquisition

Headquarters

HQ city

Farnham Common

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Professional Consulting Services: Professional consulting services delivered through retainer arrangements (over 90% of partners) and project-based packages. Services span the entire board game lifecycle including international sales, localization, manufacturing, crowdfunding, retail activation, events, business development, recruitment, and IP licensing.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

All About Games Consulting is a professional services consultancy serving tabletop game publishers across the full board game lifecycle. It delivers nine core services on retainer or project basis: international sales and localisation, mass market presentation, manufacturing support, crowdfunding strategy, retail activation, events and organised play, business development, recruitment, and IP licensing acquisition. More than 90% of partners work on a retainer basis, with the firm acting as a non-exclusive extension of clients' in-house teams.

Product overview

All About Games Consulting is a professional services firm serving the tabletop gaming industry, offering a portfolio of nine distinct consulting services that can be taken individually or combined into bespoke packages. The core offering is structured around five key areas: sales expansion (International Sales & Localisation, Mass Market Presentation, Retail Activation), go-to-market execution (Crowdfunding Strategy & Campaign Management, Events & Organised Play), business growth (Business Development & Brand Establishment, IP & Licensing Acquisition), operational support (Manufacturing Support & Negotiation), and talent acquisition (Recruitment & Talent Acquisition). The company acts as a non-exclusive extension of clients' in-house teams, providing expertise without significantly increasing overhead. Over 90% of partners work on a retainer basis, and most services include ongoing guidance and regular 'sparring' sessions with the consulting team.

Differentiator

Problem solved

Functional benefit

Products and services

• International Sales & Localisation Helps tabletop publishers expand into international markets through a network of over 500 localisation partners, publishers and distributors worldwide. Includes forging new partnerships, developing commercially viable pricing strategies, and securing localisation agreements across Europe, Asia and other territories.
• Crowdfunding Strategy & Campaign Management Provides bespoke strategy development and hands-on campaign execution for tabletop game crowdfunding projects on platforms such as Kickstarter, Gamefound, and Backerkit. Includes marketing strategy, community management, influencer representation, and digital advertising management.
• Business Development & Brand Establishment Conducts thorough business analysis to identify paths for increased profitability, brand recognition, and efficient internal processes. Includes support for securing external investment, strategic partnerships, and establishing brand identity with international awareness campaigns.
• Manufacturing Support & Negotiation Reviews production from the ground up to improve pricing, component quality, or manufacturing location. Assists with product specification, identifies suitable production facilities, negotiates quotes, and advises on ethical and ecologically sustainable production methods.
• IP & Licensing Acquisition Identifies suitable intellectual property opportunities for tabletop game studios, approaches licensors, and brokers licensing deals. Experience working with major brands including Disney, Marvel, Star Wars, Pokemon, Lord of the Rings, My Little Pony, and The Smurfs.
• Events & Organised Play Provides strategic event planning and full event management services for B2B and B2C tabletop gaming events. Develops organised play programs at regional, national, and international levels, including pre-release events, store tournaments, and prestigious international events for brands such as Pokemon, Final Fantasy, and Star Wars: X-Wing.
• Recruitment & Talent Acquisition Identifies and places high-value industry professionals into senior and executive positions within the tabletop gaming industry. Includes advisory on salary and remuneration packages, plus support with interview and onboarding processes.
• Retail Activation & In-Store Promotion Delivers grass-roots retail marketing through in-store promoters and store demonstrations to engage consumers, raise brand awareness, and generate direct sales. Covers both nationwide campaigns for key retail chains and targeted activations in hobby stores.
• Mass Market Presentation Represents tabletop publishers to mass market retail chains to generate demand and secure nationwide exposure. Manages the multi-stage submission and sampling process over a six to twelve month period with a fixed, agreed fee structure.

Quantifiable outcome

• Generated over $10 million in product revenue for clients in first two years
• +4 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Publisher Partners (unnamed)coreChannel Partner/ Reseller/ DistributorThe company displays publisher partner logos on their website. These appear to be tabletop game publishers represented by All About Games Consulting in various capacities including sales, localisation, and distribution. The image is titled 'Publisher Logos_July 2025' suggesting regular partner updates.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• CMON: Independent tabletop publisher known for Kickstarter-funded miniatures games (Zombicide, Rising Sun, Bloodborne) - represents the profile of mid-sized publisher that uses AAGC for crowdfunding, distribution, and IP licensing services and could itself internalise similar functions over time.
• Modiphius Entertainment: UK-based tabletop publisher of licensed games (Star Trek, Fallout, Conan, Doctor Who) - clear example of AAGC's IP licensing and distribution client profile with comparable scale and a license-heavy product mix that benefits from AAGC's IP licensing desk.
• Cubicle 7: UK-based tabletop publisher (Warhammer Fantasy Roleplay, Doctor Who RPG, Age of Sigmar) - similar profile to AAGC's typical client base in terms of size, geography, and license-heavy product mix that benefits directly from AAGC's IP licensing desk and localisation support.
• Stonemaier Games: Independent tabletop publisher of comparable size and digital-first posture to AAGC's typical client base (Wingspan, Scythe, Tapestry) - illustrates the type of mid-sized publisher that could be both a long-term client and, if it builds internal capabilities, an eventual competitor in adjacent services.

Broad incumbents

• Asmodee Group: The world's largest tabletop games publisher (acquired by Embracer Group for €2.75B in 2021); AAGC's founders are former Asmodee Director-level employees. Asmodee competes on several services (events, IP licensing, distribution) and is the most important contextual peer - it could either internalise or replicate AAGC's offering through its own scale and ex-employee networks.

Direct peers

• IMG Licensing: Global brand licensing and representation arm of Endeavor, matching AAGC's full-service IP licensing brokerage model - representing IP rights holders and connecting them with manufacturers, publishers and consumer-products partners across categories worldwide.
• Beanstalk: Global brand licensing agency that brokers IP deals for major consumer brands - directly comparable to AAGC's IP Licensing Acquisition service, which handles tabletop licensing deals for Disney, Marvel, Star Wars and similar premium IP. Closest direct functional peer for that service line.
• CPLG (Copyright Promotions Licensing Group): One of the leading global licensing agencies (now part of WildBrain) brokering IP licensing across categories including toys, games, and consumer products. Highly comparable to AAGC's IP licensing service in business model, scope, and client type (rights-holders and manufacturers).

Others

• ReedPop: Major organiser of tabletop and pop culture events including PAX, MCM Comic Con and EGX, with similar B2B event management requirements and operational scale to AAGC's Events & Organised Play service line. Adjacent enablement peer rather than direct competitor.
• GAMA (Game Manufacturers Association): US trade association serving tabletop game manufacturers and publishers, providing networking, education, distributor-retailer liaison, and industry advocacy. Adjacent to AAGC's role as a B2B intermediary connecting tabletop publishers with global opportunities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/allaboutgamesconsulting
• LinkedInlinkedin.com/company/all-about-games-consulting/?viewAsMember=true
• Instagraminstagram.com/all.about.games.consulting
• Xx.com/AAGCconsulting

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 All About Games Consulting