Asmodee unveils new brand identity for 30th anniversary

In 2025, Asmodee—one of the world’s leading board and card game companies—celebrates its 30th anniversary with a major rebranding initiative under the new claim “Inspired by Players.” This strategic move aims to position Asmodee as a memorable consumer brand with a strong emotional appeal to the global gaming community, while maintaining its commitment to retail and distribution partners.

Developed in collaboration with design agency Carré Noir (Publicis Groupe), the new brand identity emphasizes quality, innovation, and the vision of games as community-building experiences. The refreshed branding features a clear, emotional design language intended to resonate with players and enhance brand recognition in the fragmented games market. With a portfolio of over 400 titles and 21 development studios worldwide, Asmodee is well positioned for this next chapter.

Strengthening Retail Partnerships

Alongside its increased consumer focus, Asmodee continues to prioritize its role as a trusted partner for specialty retailers. The new branding is designed to improve clarity in both internal and external communications, providing orientation for consumers navigating the diverse world of games. Reza Bassiri, Chief Creative Officer at Carré Noir, highlights the new identity as a guide for players seeking their next favorite game.

Spotlight on Essen – Home of SPIEL

A special focus is placed on Essen, home to SPIEL Essen—the world’s largest public board game fair—and Asmodee Germany’s headquarters. CEO Udo Fischer notes that the rebranding not only sharpens Asmodee’s global image but also highlights Essen’s role as a hub of board game culture.

The new brand design will be unveiled at SPIEL Essen 2025 and rolled out gradually in the coming months. Following its stock market debut in February and this strategic realignment, Asmodee’s anniversary year marks a pivotal moment in the company’s history. The message is clear: the future of gaming is personal, creative, and truly Inspired by Players.

Source: Asmodee Corporate Website