Asmodee bolsters distribution capabilities with VR Distribution acquisition

Published on: 21st October 2022

The acquisition allows Asmodee to deepen its six-year relationship with the wholesale distributor and strengthen its international reach.

Asmodeedistribution has announced the acquisition of VR Group, a leading wholesale distributor of gaming products in Australia, New Zealand and the UK. The acquisition will help Asmodee expand its mass market distribution of tabletop games, trading cards and collectibles in these territories.

Founded in 2014 by CEO Mark Rosser and CFO Daniel Venning, VR Group manages several levels of game distribution in Australia and New Zealand, including exclusive and non-exclusive B2B distribution, localisation and B2C fulfilment. In 2018, VR Group expanded to the UK under the leadership of managing director Phil Jones.

“VR Group will help us bring our games to more players than ever before,” said Stéphane Carville, CEO of Asmodee Group. “Asmodee has trusted VR Group as a distribution partner for six years, and this step will strengthen Asmodee’s position in Australia, New Zealand and the UK as a publisher of great games and long-lasting entertainment.”

VR Group employs 46 people across its active territories. Following the acquisition, VR Group CEO Mark Rosser and CFO Daniel Venning will continue to lead operations in Australia and New Zealand under the Asmodee banner.

“We are excited to become a part of the Asmodee family and continue to grow the board game culture in Australia with them by our side,” said Mark Rosser, CEO of VR Group.

Daniel Venning, CFO of VR Group, added: “This is a great opportunity to take the business to the next level and cement VR as the premier source of highly popular tabletop gaming products to the Australia and New Zealand market.”

In the UK, Phil Jones will continue to manage VR Group’s exclusive distribution of titles in the region under the Asmodee banner.

“VR UK is a relatively new company, but we have quickly found our niche that will now complement the other Asmodee business units in the UK,” said Phil. “I am looking forward to growing the business further with the support of the Asmodee team.”

For more information on VR Group, visit the company’s official website.


Breaking News: Mattel and Amazon MGM Studios announce Wednesday licensing partnership

Breaking News: Disney Lorcana unveils Into the Inklands

Steve Pasierb to step down from The Toy Association

L.O.L. Surprise! celebrates 50th anniversary of Hello Kitty with new collection

Bandai Namco launches additional stores in the UK

Lisle Licensing seals deal with Mood Bears

Majority of Mastermind Toys stores saved by acquisition

Fence Club kicks off Christmas

Last call for bumper Toy World January issue

Exclusive: December’s Talking Shop