Rachael Simpson-Jones caught up with Alex Green of Asmodee UK, to find out what’s driving sales and the impact of economic challenges on the Games market.

Asmodee continues to expand on its already vast offering with new launches and distribution partnerships that offer retailers fresh new opportunities at every turn. However, the company is mindful of current market conditions.

“Everything surrounding the ‘big squeeze’ – the rising cost of living and inflation – is of course a concern,” says UK MD, Alex Green. “I think we’re yet to see the full effects of this. We’ve seen a slight cooldown in boardgame sales, but we’re not worried.”

Trading Card Games is one of the Asmodee’s bestperforming categories right now, having maintained consistently strong sales for the past 12-15 months. Magic: The Gathering (Wizards of the Coast), Yu-Gi- Oh! (Konami) and Digimon (Bandai) are all strong and showing growth, though it’s Pokémon that continues to dominate the TCG scene.

Echoing what several retailers and suppliers have told us recently, Alex says consumers have a keen eye on price points and will be looking for games that still offer quality and value for money, but at a lower price point.

That’s not to say games which sit at the higher end of the spectrum, such as the original Ticket to Ride and Catan (both retailing for around £40-£50), are no longer selling well, but it will be interesting to see, as we move into the festive season, where consumers are willing to pitch their spend this year. Alex says: “Wingspan remains in high demand, which just goes to show that consumers will pay for high quality games that provide great entertainment.”

Asmodee’s offering is substantial, and helping retailers understand the portfolio and where it offers them the most sales potential boils down to understanding the different games segments and where each slots into the retail landscape.

Asmodee is moving to new premises next year and will be able to bring all its different offices together for the first time, which will help it better support its suppliers, retailers and consumers.

Alex finishes: “We can’t take our eye off the ball even though we’ve got lots of products and we’re in a good position. Our ultimate goal is to get more people playing more games, more often, and we want to help all our partners take consumers on that journey.”

To read the full article, which appeared in the September Toy World Games & Puzzles Supplement, click here.