Celebrating the tabletop game company’s 30th anniversary, asmodee announced a new branding identity with a tagline, “Inspired by Players”, to establish a connection with consumers.
From bringing Ticket to Ride, CATAN, Star Wars: Unlimited, Azul and many more to players around the world, asmodee is celebrating its 30th anniversary with a new brand identity designed to reinforce its commitment and strengthen its connection with consumers. As a crowning achievement for one of the largest tabletop game companies, asmodee has made a significant impact since its founding in 1995.
Most recently, the company became publicly listed in February 2025. Its new branding reflects asmodee’s goal of building a more direct relationship with players while reinforcing its reputation for quality and innovation.
asmodee was founded in 1995 by Marc Nunes in France, publishing board games, card games and role-playing games for consumers to enjoy with family and friends. Over the decades, the company gained momentum following the success of Jungle Speed in 1998. In 2003, it partnered with Pokémon to distribute the trading card game in France. Asmodee later expanded its portfolio with titles like Abalone and Dobble (also known as Spot It!), while acquiring numerous companies and expanding operations into the United States, Germany, Benelux, Spain, China, Italy and Canada between 2005 and 2016.
Through these acquisitions, Asmodee brought several major studios under its umbrella, including Esdevium Games, Space Cowboys, Fantasy Flight Games, Days of Wonder, CATAN Studio, EDGE, Repos Production and Libellud.
Looking back at the company journey, the CEO of asmodee, Thomas Kœgler, has shared: “At asmodee, we have made it our mission to create meaningful, shared experiences through our games to celebrate all players. During our 30-year journey in the tabletop games industry, our brand hasn’t always been visible to players themselves. With this brand evolution, we aim to change that—making asmodee a name that’s recognized, trusted, loved, and sought out by players around the world.”
Putting players at the heart of the brand while maintaining strong recognition, Asmodee’s new tagline, “Inspired by Players,” was developed in collaboration with Carré Noir, a design agency within Publicis Groupe.
Commenting on the partnership, Carré Noir Chief Creative Officer Reza Bassiri said: “As a board game and role-playing enthusiast, I know the vast selection of games can feel overwhelming. By collaborating with Asmodee on their new brand identity, we helped them boldly express their passion for gaming while giving players a strong and recognizable brand they can trust. This new identity will help customers navigate a competitive market and position Asmodee as a clear point of reference.”
With the reveal of asmodee’s new tagline, “Inspired by Players,” the 30-year-old company aims to continue being the leader in the tabletop industry and supporting its long-lasting players. Visit the asmodee website to learn more about the company and the games available.
