Tag Archives: Dungeon Lords

Boardgames in the News: What is Asmodee’s Grand Plan?

Four years ago, Eurazeo bought a small French games company called Asmodee from the investment firm, Montefiore.  Asmodee were a small company hitherto primarily known for a clever little kids game called Dobble.  With the financial might of their parent company behind them, over the next few years, Asmodee proceeded to gobble up many larger, well-established companies, including Days of Wonder, Fantasy Flight Games, Z-man Games and most recently, Lookout Spiele.  Those companies produced some of the best known modern games including Ticket to Ride, Carcassonne, Pandemic, Agricola and Star Wars X-Wing Miniatures Game.  Not content with that, they also acquired the rights to the English language version of the Settlers of Catan (now known simply as “Catan”) and all the related Catan games as well as gobbling up a number of smaller and/or newer companies like Space Cowboys (producers of Splendor and Black Fleet) and Plaid Hat Games (producers of Dead of Winter and Mice and Mystics) and entering into a distribution agreement with many others.  There are now very few games companies of any substance that are not somehow tangled in the Asmodee web.

Star Wars: X-Wing Miniatures Game
– Image used with permission of BGG contributor adamfeldner

The last major purchase was F2Z Entertainment in 2016, and since then it has been relatively quiet.  With the new year comes a new wave of acquisition, however, so at the end of January Asmodee announced that they were in exclusive negotiations with Rebel.  Rebel is a relatively small, Polish company responsible for games like K2 as well as Polish editions of many popular games like 7 Wonders and Codenames.  Perhaps more importantly, Rebel also produces the Polish language versions of many of the Asmodee games and is the largest distributor in Poland.  And Poland is a big country, smaller than France or Germany, but bigger than Italy and the UK,  globally Poland is the thirty-forth largest country by population.  That is a lot of Poles and they do like playing board games in Poland.

K2
– Image used with permission
of boardgamephotos

This announcement was almost immediately followed by the bombshell that Asmodee had acquired all the residual assets from Mayfair and with it, Lookout Spiele. Although this is by far the largest deal in recent months, Asmodee have not been resting on their laurels and there has been a lot going on behind the scenes.  In December last year they announced that Esdevium was to be renamedAsmodee UK” bringing them in line with the “Asmodee North America” and “Asmodee Canada” brands.  At around the same time, Eurazeo announced that French publisher Purple Brain Créations would be joining the Asmodee Group.  Furthermore, they have also been streamlining their distribution network in North America.  Having reduced the number of distributors they deal with to five in 2015, in June last year Asmodee North America announced an exclusive distribution deal with Alliance Game Distributors, effectively creating a monopoly of supply within the USA.  This coupled with their Minimum Advertised Price policy (or MAP) gives them a stranglehold on the US market in a way that would never be allowed in Europe.  Whether they are planning to take that one step further and acquire Alliance themselves still remains to be seen, but that looks like a real possibility.  Finally, they have been pushing in a new direction, developing electronic versions of some of the most popular games through their studio, “Asmodee Digital“.

Asmodee
– Image from forbes.com

So what is Asmodee‘s Grand Plan?  Where will it all end?  Well, there are still a couple of other large manufacturers out there that are not yet part of Asmodee.  Looking at the companies they have already absorbed there is a clear trend: they typically have one particular feature that Asmodee are interested in.  In the case of Days of Wonder, that was the Ticket to Ride series, with Z-man Games it was Pandemic and Carcassonne, and with Rebel, it was probably their distribution network that caught the eye of the executives at Asmodee.  Going forward, the most obvious targets are probably Rio Grande Games, Czech Games EditionQueen GamesHans im Glük and maybe 2F, or Pegasus Spiele (who have just announced a partnership with Frosted Games).  For example, it would be surprising if Rio Grande Games have not been approached given the popularity of games like Dominion and Race/Roll for the Galaxy.  Similarly, Czech Games Edition are a small company with some very juicy morsels including Galaxy Trucker, Dungeon Lords/Petz, and the hugely successful Spiel des Jahres winner, Codenames.

Codenames
– Image by boardGOATS

Ultimately they may or may not add some or all of these to the Greater Asmodee Empire, but it is clear that at some point, eventually, there will be nothing left worth taking over and growth of the company will plateau, so what happens then?  And this is the crux of the matter. Some have speculated that the aim is to add Hasbro to Asmodee’s ever growing dominion, but Hasbro has a market value of $11.9 billion—Asmodee are mere minnows in comparison.  On the other hand, the parent company, Eurazeo are worth approximately $5.7 billion, which at least puts them in the same ball park, although even they are small by comparison.  According to the “Vision” page on the Eurazeo website:

The purpose of Eurazeo is to identify, accelerate and enhance the transformation potential of the companies in which it invests, even long after its exit. An active and committed shareholder, Eurazeo assists its holdings in the long term – 5 to 7 years – with control over exit timing. An extensive role enabling it to combine business development and corporate social responsibility.

So, it would seem that Eurazeo is not looking to hold onto Asmodee for the long haul, instead they will be looking to maximise Asmodee’s growth and then make their exit, probably in the next two to five years.  So the big question is, how are Eurazeo going to make their “controlled exit”?  With this in mind it seems unlikely that acquiring Hasbro is on the agenda, but making Asmodee attractive to Hasbro just might be…

Hasbro
– Image from twitter.com

Boardgames in the News: So, What Are Euro-Games?

A couple of months ago at our game night, one of the gamers commented that there were a lot of good games from Europe.  This prompted a discussion about “traditional games”, “Euro-games”, “American games” and their relative merits.  Most people know all about traditional games even if they don’t know what gamers mean when they use the term:  traditional games are the games we all used to play as a child including Scrabble, Cluedo and love it or loath it, the dreaded Monopoly.  Some people also include in this list games like Chess, Go and Backgammon as well as traditional card games like Whist, Hearts and Rummy.

Go
– Image used with permission of BGG contributor ManCorte

But the front page of the boardGOATS website says, “We generally prefer to play “Euro” style games,” so, what do gamers mean by “Euro-games” or “Euro style games”?  Well, most of the traditional games we used to play as children were produced by publishers in the United States of America, companies like Milton Bradley (who made Scrabble) and Parker Brothers (who made Cluedo and Monopoly).  Incidentally, both these companies are now part of Hasbro, but the aggregation of smaller companies to form a larger one is a topic that’s been covered elsewhere.  While the “English” market was dominated by big players that concentrated on producing a few top sellers, in Germany there was no such dominance.  The effect this had was that the market consisted of a large number of small manufacturers producing more varied products.

Scrabble
– Image used with permission of BGG contributor Susie_Cat

This coupled with the traditionally strong German toy industry encouraged the growth of a culture of families playing games together on a Sunday afternoon. It was in this environment that the annual German Game of the Year, or Spiel des Jahres Award, highlighted a range of games from Rummikub in 1980, Torres in 2000 and Camel Up last year.  Over the years, the red pawn of the Spiel des Jahres logo, has become a mark of boardgaming quality, and for many German families, buying the game of the year is something they do every Christmas.  Therefore, the qualities espoused by these awards heavily influence the concept of the “Euro-game”.

Rummykub
– Image by BGG contributor OldestManOnMySpace

But what are these qualities that make a game “European”?  Well, that fount of all knowledge, Wikipedia, describes them as characterised by “simple rules, short to medium playing times, indirect player interaction and abstract physical components”.   It goes on to say, “Such games emphasize strategy, downplay luck and conflict, lean towards economic rather than military themes, and usually keep all the players in the game until it ends.”  On the whole this is not a bad summary, except that it is not very specific:  how simple are “simple rules” and how long are “short to medium playing times”?  Clearly these features are more about contrast, and although there are lots of different types of games including party games and war games, this comparison is usually between European style ames and American-style Games, aka “Ameri-Trash”.

Last Night on Earth
– Image used with permission of BGG contributor Bilben04

Although common, use of the term Ameri-Trash (or Ameritrash) is controversial as some see it as unnecessarily negative, however, although other terms have been suggested none have proved as popular or as persistent.  The term itself is over fifteen years old and was probably originally used disparagingly and applied to genuinely bad American games as a comparison with the much higher professional standards of games in Germany at the time.  Since then, the scope has been expanded and many fans of those American games have adopted the term as a badge of honour.

Merchant of Venus
– Image used with permission of BGG contributor kilroy_locke

American-style games tend to be long, usually over two hours, and classically involve a lot of luck and often feature dice rolling.  They are often considered to be a lot less “cerebral” or “puzzle-like” and, as a result, are sometimes described as “more fun”.  The reference to “trash” may in part reflect the style of the pieces which tend to include a lot of plastic pieces to go with the dice.  There is also often a lot of direct conflict in American-style games, where European games tend to be much more family friendly with indirect player interaction.  Classic Ameri-Trash games include:  Arkham Horror, Merchant of Venus, Cosmic Encounter and Last Night on Earth: The Zombie Game.  Sometimes there is also a book or film tie-in leading to games like Battlestar Galactica and Dune.  Even just comparing the titles with those of classic Euro-games like Puerto Rico, El Grande, Tikal and Agricola, the difference can clearly be felt.

Arkham Horror
– Image by BGG contributor igorigorevich

The most essential part of American-style games is the theme, however, which is often integral to the game mechanisms.  This encourages people fantasize they are part of the action when playing the game.  The miniatures, the long playing times, the complex interwoven rule-set and the interaction (often culminating in players being eliminated) all combine to draw players into the drama of the game.  In contrast, for Euro-games, the mechanisms are the focus, and the games can often be re-themed without much effort.  The theme is therefore used more as an introduction to the more abstract European strategy games, making them more accessible, rather than being an essential part of the emotional investment.

Relic Runners
– Image by BGG contributor cnidius

But things are not as simple as that.  The nature of modern boardgaming encourages cross-fertilisation.  There are more highly-themed, strategy-games available now and more long, strategic games with miniatures – these are sometimes referred to as “hybrid games”.  For example, games produced by the Days of Wonder (based in the USA), like Ticket to Ride and Relic Runners have a lot of plastic pieces, though the games themselves are quite strategic and generally run for no more than an hour.  Similarly, games like Escape: The Curse of the Temple and Space Alert use real-time and a sound-track to draw the players in, yet they are both short (Escape takes just ten minutes to play) and have no player elimination.  Vlaada Chvátil’s Dungeon Lords series of games, also have a lot of theme, but are also playable in a manageable time-frame, have a lot of strategy and a reasonably streamlined set of rules.

Dungeon Lords
– Image used with permission of BGG
contributor PaulGrogan

Confusingly however, “hybrid” has more recently also come to mean games that include some sort of mobile device application (and thus require a smart phone, tablet or similar).  Now, lots of games have Apps that help them a long a little (e.g. One Night Ultimate Werewolf), but games like Alchemists and XCOM: The Board Game don’t really function properly without them.  The question is, are these still boardgames?  In truth, they are a sort of hybrid computer-boardgame, but the point is, however appropriate the name, it is all about the game and the other people playing:  the bottom line is, if you enjoy playing it, it doesn’t matter what it is called.

Alchemists
– Image used with permission of
BGG contributor Mouseketeer