Embracer Group intends to acquire Asmodee

Embracer Group recently announced their intention to acquire Asmodee. Embracer Group is the parent company of businesses developing PC, console, and mobile games for the global games market. They own over 250 franchises (which reads as a who’s who of video game hits) and is based in Karlstad, Sweden with over 9,000 employees across 40 countries.

Asmodee currently has over $1.2bn in global sales which is slightly more than double their global sales of $500m in 2018, thanks to strong growth after a string of acquisitions.

Asmodee recently acquired Miniature Market (an online US board game store) and Philibert (an online French board game store) following a number of exclusive of non-exclusive distribution deals. This gives Asmodee reach into all sectors of the board game supply chain from production to distribution, to consumer sales.

Also, effective February 21st, 2022, Asmodee have announced a price increase on select titles which isn’t surprising considering the rising costs of staff salaries, games components, and shipping. Strong demand for board games since the pandemic means that even if there are fewer games bought per consumer, the increase in the number of consumers should still push growth in sales.