Asmodee UK teams with Mind for games, wellbeing initiatives and ‘Play for Mind’ events

Asmodee UK is embarking on a three-year partnership with mental health charity Mind.

The partnership looks to shine a spotlight on the positive role board games can play in supporting mental wellbeing, reducing loneliness and helping people feel more connected.

Asmodee has committed to a minimum annual fundraising target in support of Mind, and the collaboration will explore the co-creation of Asmodee x Mind games, as well as initiatives encouraging hobby stores and board game cafés to host Play for Mind events.

Together, both partners aim to raise awareness of how something as simple and accessible as playing a board game can help spark conversation, strengthen relationships and create meaningful moments of connection.

“Board games bring people together in a uniquely powerful way,” said Roger Martin, Marketing Director at Asmodee UK.

“They create moments of shared experience, conversation and connection that are more important than ever in today’s world. By partnering with Mind, we want to highlight that games aren’t just about entertainment, they can also play a meaningful role in supporting mental wellbeing and reducing loneliness.”

Andrew Berrie, Head of Corporate Partnerships at Mind, added: “We are really excited to be launching this partnership with Asmodee and we are grateful to them for choosing to support Mind in our mission to make sure no mind is left behind.

“Playing games can positively impact our mental health by providing us with time to relax, connect with others, challenge ourselves or try out new skills. The feeling of togetherness can also help us talk more honestly about feelings and in a space that might feel more relaxed. We know that talking doesn’t solve everything but talking about our mental health, and listening to others about their experiences, can help us feel less alone, more able to cope, and can often be that first step towards seeking support if we need to.”

The partnership will also align with key Mind moments, including Mental Health Awareness Week and Time to Talk Day, with game donations supporting local Mind hubs nationwide. In addition, Mind will provide mental health training and key spokesperson engagement for Asmodee offices, supported by a programme of internal fundraising activity across the business.

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