For the six-month campaign, Asmodee UK teamed up with Generation Media to identify a channel and opportunity which would reach new audiences.

Asmodee UK has partnered with Absolute Radio and its presenters Andy Bush and Richie Firth to launch its biggest ever marketing campaign. The six-month campaign will run until April 2022, with the aim to raise awareness of Asmodee’s board games, such as Dobble, Catan and Ticket to Ride, and encourage more people to play more games more often.

In recognition of declining linear TV audiences, Asmodee UK worked with Generation Media to identify a channel and opportunity which would reach new audiences. As well as being the company’s grandest campaign to date, it marks the first time Asmodee has advertised on radio, and comes as recent RAJAR figures reveal that the Absolute Radio network now reaches a record 5.2m listeners.

Recent Bauer Media research has found that 25% of people are consuming even more radio now since restrictions have eased and 50% of people say they have a closer relationship to their favourite radio station now compared to pre-pandemic, meaning the campaign will help Asmodee UK reach engaged, scaled audiences across the country that have a strong affinity with their favourite presenters.

The games will come to life on Bush & Richie’s Hometime show, where the duo will bring listeners to air to play their versions of a selection of Asmodee UK games. For example, for the radio version of Dobble, the same words will be blocked out of two songs and callers will go head-to-head to see who can identify the most pairs. Winners will win four tickets to Bush and Richie’s Board Game Bonanza, to be held on Tuesday 15th February. Held at Cahoots in London, 60 game-lovers will experience the ultimate board games night, enjoying music, food and drink, spot prizes and playing a range of Asmodee UK board games.

In addition, Asmodee UK will become the official sponsors of Saturday nights on Absolute Radio across both Andy Bush’s Indie Disco and the Classic Rock Party with Claire Sturgess. 40” trails will also drive listeners to an online creative page on Absolute Radio’s website where they can win a party food and drink package, sound system and a bundle of Asmodee UK games.

James Arnold, head of Marketing, Asmodee UK, commented: “It’s been great collaborating with Bauer Media and Absolute Radio to create this fun campaign that spans radio, online and an incredible event. By seamlessly incorporating our games into the station’s editorial and giving people the chance to play the games themselves, this campaign will undoubtedly get people talking about games and will help our fantastic board games become household names.”

Clive Green, business director, Generation Media added: “We are delighted to have worked with Asmodee UK and Bauer Media to identify a solution which challenges conventional category marketing strategies and opens up Asmodee’s fantastic range to a wider audience than ever before. Christmas gifting is critical for success in the highly competitive board games market, and Bush & Richie will ensure Asmodee’s brands are top of people’s lists.”

Matt Batchelor, group commercial director, Bauer Media Advertising said: “One of the most powerful marketing tools and getting people to try something new is through word of mouth, recommendations from friends and trial. With such a strong relationship with their listeners and by including on-air versions of the games in their shows, Bush & Richie are the perfect choice to get people trying some Asmodee UK games and increase brand awareness in an authentic and engaging way.”