New international study marking asmodee's 30th anniversary

To mark its 30th anniversary, asmodee, a global leader in board and card games, has published a new study that confirms the growing importance of board games in leisure activities. According to the study, more than a quarter (26%) of respondents play a board game at least once a week. This puts board games just behind video games (32%) and on par with podcasts (29%). 

Board games connect generations and families

Particularly striking: 64% of respondents say they specifically use board games to bring the family together – in France, the figure is as high as 71%. Millennials are particularly fond of board games: they play just as often as they consume news (38% versus 37%). In addition, 41% of this generation enjoy playing games – more than any other age group.

Playing games as a way to balance everyday life

More than half of those surveyed (53%) consciously seek escapism in board games – in the US, this figure rises to 65%. 40% also find playing games an easier way to share feelings than in direct conversation.

Thomas Koegler, CEO of Asmodee, explains: "Board games are becoming increasingly important as a leisure activity. They not only offer relaxation, but also create genuine moments of togetherness. As a long-time player, I know how valuable games are as a gateway to imagination, well-being, fun, and community – from living rooms to vacations to cafés or even hospital beds. For our 30th anniversary, we want to develop games that are inspired by an even broader player base, create new formats and environments, and reinterpret the reality of modern life with fresh themes."

 30 years of asmodee – Inspired by Players

To mark the anniversary, asmodee has released an interactive hidden object game, hand-drawn by French illustrator Charlotte Hugues in over 250 hours of work. The online experience integrates stories and voices from more than 1,200 players worldwide and invites players to take part in themed quests and competitions until March 2026.

Board game cafés on the rise worldwide

The increasing popularity of board games is also reflected in the boom in board game cafés: from the traditional “Thirsty Meeples” in Oxford to “The Uncommons” in New York and “Unwind” in Dubai, places like these are creating new meeting places. Classics such as Dobble and Dixit bring together generations and cultures alike.

Source: Press Release asmodee