As the global board game and tabletop gaming industry continues its upward trajectory, one of its largest players is undergoing a transformation aimed at making it a household name. asmodee, long known as the quiet force behind blockbuster games like CATAN®, Ticket to Ride®, and Spot it!®, has officially rebranded with a new consumer-facing identity. At the centre of this evolution is asmodee Canada, led by CEO and Country Manager Jayson Pickford, who is spearheading efforts to elevate the company’s visibility and deepen its ties to both retailers and players nationwide.
In an interview with Retail Insider, Pickford described the shift as a milestone moment not just for the brand, but for the entire industry.
From Background Brand to Market Leader
“For the longest time, asmodee operated quietly in the background,” said Pickford. “We didn’t put our name on the box. We were a holding company, quietly acquiring studios and distributing titles, largely out of view. But we’ve always been the ones behind many of your favourite games.”
That’s now changing. In February 2025, asmodee went public on Nasdaq Stockholm, marking its emergence as a standalone entity after years of private equity ownership. With the IPO came a new brand identity, a new tagline—“Inspired by Players”—and a new vision for the future.
“We’re not hiding anymore,” said Pickford. “Our mission now is to bring coherence and transparency to who we are. asmodee is not just a distributor—we’re a publisher, a studio partner, a curator of experiences.”
Canadian Market a Global Bright Spot
Canada plays a critical role in that strategy. asmodee Canada, based in Vaudreuil-Dorion, Quebec, serves nearly 2,500 customers across the country and offers more than 12,000 product lines, including both asmodee and non-asmodee titles. Notably, about half of its annual revenue comes from distributing non-asmodee games, giving it near-complete coverage of the most popular titles in the Canadian market.
“Canada is a standout performer globally,” said Pickford. “While markets like the UK and France have a longer board gaming tradition, we’re seeing tremendous momentum here. And what’s really unique is how diverse the landscape is—everything from school co-ops and small hobby stores to Walmart and Amazon.”
Pickford noted that Canadian sales often reflect regional tastes. “We’ve seen games succeed in French but not in English, and vice versa. There’s a cultural specificity here that we embrace.”
Supporting Independent Retailers and Communities
Despite its size, asmodee Canada’s heart lies with small, independent retailers—many of whom Pickford says act as trendsetters in the industry.
“We work with about 2,500 retailers across Canada, and the vast majority are independents,” he explained. “Some are shops of one, owned and run by a passionate entrepreneur. These stores are where the next big hit starts—it’s where games like CATAN and Ticket to Ride began before becoming mainstream.”
To support these retailers, asmodee Canada offers programs like “Hobby Next,” which provides exclusive pre-release content and promotional items to hobby stores. “It’s about driving foot traffic and rewarding early adopters. And now, with our brand coming forward, we can tell consumers directly: go ask for this at your local game store.”
A Brand Built to Engage Players
Central to the rebrand is a shift in philosophy—from logistics to storytelling.
“For years, we were focused on moving boxes,” said Pickford. “Now we’re focused on communicating with players, building brand affinity, and creating shared experiences. The games are still the heroes, but asmodee is becoming the connective tissue.”
The rebrand includes a sleek new visual identity developed by Carré Noir, a Publicis Groupe agency, designed to help players navigate an increasingly complex market. “There are thousands of titles out there. We want asmodee to be a mark of quality—a trusted point of reference,” said Pickford.
Navigating Tariffs and Trade Challenges
Pickford acknowledged ongoing trade tensions and tariffs affecting the industry, particularly in trading card production. While Canada has been relatively insulated, certain products printed in the U.S.—like Pokémon and Magic: The Gathering—face challenges.
“Our trading card line, Star Wars™: Unlimited, was initially produced in Texas,” he said. “We’ve since moved production to Belgium to avoid U.S. tariffs. Fortunately, asmodee controls much of its production, allowing us to adapt quickly.”
Growth Trends and Shifting Player Demographics
Pickford sees continued growth ahead, both for asmodee and the tabletop gaming sector more broadly. While pandemic lockdowns initially dampened demand, a resurgence in the mid-to-late stages of COVID-19 drove record interest.
“People wanted to unplug. They rediscovered the value of sitting around a table, playing with friends or family,” he said. “That momentum hasn’t faded—we’re still growing year over year.”
He noted key trends shaping the market:
- Light strategy and family games are expanding their audience, attracting players seeking accessible yet intellectually stimulating gameplay.
- Cooperative play—games where players work together against the game—has become a major draw, especially for families.
- Trading cards remain popular despite price pressures, driven by a vibrant secondary market.
- Licensed collaborations, like asmodee’s work with LEGO, are opening doors to wider demographics.
“There’s a game for everyone,” said Pickford. “From quick $20 party games to deep strategy epics. And with more board game cafes popping up, the barrier to entry has never been lower.”
Staying Inspired by Players
While the new branding brings asmodee into the spotlight, Pickford says the company’s guiding principle remains unchanged: the players come first.
“‘Inspired by Players’ isn’t just a tagline. It’s how we think about product development, marketing, logistics—everything. We’re not just selling games; we’re building community, connection, and joy.”
He added, “The rebrand gives us a voice and a face. Now it’s our responsibility to make sure that when someone sees asmodee, they know they’re getting something meaningful.”
As asmodee marks its 30th anniversary, the company’s evolution reflects a broader shift in how games are perceived—from niche hobbies to cultural staples. And in Canada, with Jayson Pickford at the helm, that transformation is gaining momentum with every dice roll and shuffled deck.
The Asmodee logo is on all the board games I have from them