Asmodee brought travel-friendly games to tennis fans queueing for tickets to Wimbledon this week.

The company’s aim was to ‘make the waiting feel like part of the experience, using quick-to-learn games to spark conversation, connection and a little friendly competition’.

“Queueing is a uniquely British pastime, where people with a shared interest are full of excitement, anticipation, with a generous helping of patience required,” said Lindsay Cooper, Senior Marketing Brand Manager at Asmodee.

“Today we wanted to turn that waiting into something people actually enjoy, using games to break the ice and create little moments of connection.”

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Asmodee has debuted Star Wars: Unlimited Icons – the latest addition to the Star Wars: Unlimited TCG series – at UK Games Expo this past weekend.

The new streamlined mini-set – boasting 194 cards – is designed as an entry point offering for first-time and returning players, while still introducing new cards and fan-favourite characters for seasoned gamers. It comes with eight new Leaders, including Darth Vader, a Vigilance and Villainy leader, and Leia Organa, a Cunning and Heroism leader.

In addition, Icons introduces a brand-new Legendary card in Anakin Skywalker. A hard-hitting unit, Anakin can search decks for a Darth Vader card upon defeat and lets players ignore aspect penalties on Darth Vader cards while Anakin is in players’ discard piles.

“We’re thrilled to reveal Icons at this year’s UK Games Expo,” said Roger Martin, Marketing Director at Asmodee.

“Star Wars: Unlimited is at its best when you’re sat around a table and getting straight into gameplay. But if you’re brand new or coming back after a break, it can be a little tricky knowing where to start – and that’s where Icons breaks down that barrier. We can’t wait for fans, both old and new, to get their hands on the set and show the community what they’re made of.”

Star Wars: Unlimited Icons will be available this year.

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Asmodee is teaming up with Spin Master to distribute Hellbreak – a TCG from Spin, Universal Products & Experiences and the design team at Ghost Galaxy – in the UK and Ireland.

Landing in the UK and Ireland in October, Hellbreak’s initial card set will feature iconic Universal characters across 250 unique cards. More details regarding specific gameplay mechanics, faction artwork and collector editions will come in the next few months.

“Hellbreak is packed with character and atmosphere, and it feels like something TCG and horror fans can really make their own,” said Roger Martin, Marketing Director at Asmodee.

“We are excited to partner with Spin Master and support retailers across UK & Ireland as they bring the game to their communities. We cannot wait for players to start opening packs, discovering their favourites, and getting stuck into the fun.”

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Designers will be able to pitch concepts to Asmodee’s Moodbox Games and Zygomatic studios at this year’s Mojo Pitch.

Forming part of Mojo Nation’s annual Play Creators Festival, the live Mojo Pitch event will take place on Thursday, June 25th 2026 at London’s Stamford Bridge Stadium.

The two studios will also be involved in the Virtual Mojo Pitch event, taking place digitally across July 14th, 15th and 16th 2026.

Both the live and virtual events will welcome inventors, invention studios and design agencies as they pitch new toy and game concepts to a range of companies, each on the lookout for new products.

“We’re thrilled to come back to Mojo Pitch again this year,” said Kelli Schmitz, Innovation and Sourcing Director for the Social Playtype at Asmodee.

“Mojo is one of the premier pitch events in our annual calendar. The amount of talent and ideas is incredible and the event organizers are top notch. This year, inventors can pitch to Asmodee studios from the company’s social playtype division, each with their own specialty and perspective: Zygomatic Games and – new this year –Moodbox Games. We look forward to meeting all the inventors and building the future of games together.”

If you’re an inventor, invention house or design agency that would like book in a meeting with Asmodee at this year’s Mojo Pitch, email Mojo’s Billy Langsworthy on billy@mojo-nation.com.

Or, if you’re a company that would like to join Asmodee in meeting with inventors at the event, please reach out to Mojo’s Adam Butler at adam@mojo-nation.com.

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With over 1,500 square metres of show floor space and 10 stands, Asmodee is set for its biggest presence yet at UK Games Expo next month.

Across the stands, visitors can expect hands-on demos of more than 160 games, and other highlights include a new TCG Village, a Party and Play zone, the return of the Dobble van and a Ticket to Ride: London bus.

The TCG Village will be home to TCGs including Pokémon, Magic: The Gathering, Star Wars: Unlimited, Gundam and One Piece, while the Party and Play zone will boast a LEGO Zone, photo opportunities, discount vouchers and more.

UK Games Expo takes place at the NEC in Birmingham from May 29th to 31st.

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Asmodee USA has secured a distribution partnership with Neuroscape, the LA-based creator of Neuroscape TCG.

Under the agreement, Asmodee USA will serve as Neuroscape TCG’s primary distribution partner for mass retail and Amazon in the United States, and a distribution partner within the hobby channel on a non-exclusive basis, beginning with its first set, Genesis.

“Neuroscape TCG represents exactly the kind of opportunity we look for when expanding our TCG distribution portfolio, a game built on genuine community passion, exceptional game design, and the kind of competitive depth that keeps players coming back,” said Julien Sharp, Country Manager at asmodee US.

“The Kickstarter numbers speak for themselves, but what really caught our attention was the quality of the community Neuroscape has built and the creative integrity behind every card. We are proud to support Neuroscape’s growth in the U.S. market and bring the game to a wider audience of players.”

Retail availability and ship dates will be communicated to trade accounts in the coming weeks.

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Asmodee has entered into an agreement to acquire board game publisher ATM Gaming.

Social games specialist ATM Gaming is best known for titles such as Speed Bac/Quickstop, Mouton Mouton and Pili Pili.
“I am very pleased that ATM Gaming is joining Asmodee, bringing their proven go-to-market know-how and adding hit titles such as Speed Bac/Quickstop, Mouton Mouton and Pili Pili, among others, to our portfolio,” said Thomas Kœgler, CEO of Asmodee.

“We share the same vision and values with the ATM Gaming team, combining an entrepreneurial mindset, global ambitions and a passion for creating shared experiences that bring people together. This explains why we have been successfully working together for several years across select geographies.

“This acquisition further strengthens our position in the fast-growing category of social games, with ATM Gaming’s growing brands in Europe complementing asmodee’s global hits such as Exploding Kittens and Dobble/Spot it. I am looking forward to welcoming ATM Gaming’s talented team – and embark on a new chapter together as they join Asmodee.”

ATM Gaming founders Ben, JB, Antoine and Felix added: “We are thrilled to join Asmodee, a trusted, long-time partner. By combining our creative social games and digital marketing expertise with Asmodee’s leadership in the tabletop games market, we are building a global leader in the social games category. We are eager to contribute to Asmodee’s growth and bring our games to friends and families worldwide.”

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Netflix has teamed up with Asmodee to adapt its Ticket to Ride board game for film and TV.

The first project developed under the agreement will be a feature film written by Ben Mekler and Chris Amick. Producers include Darren Kyman for Asmodee, Eric Tannenbaum and Kim Tannenbaum for The Tannenbaum Company, and Jonathan Levine and Gillian Bohrer for Megamix.

The deal encompasses scripted and unscripted projects across feature film, television series and additional formats.
“Just when I thought life couldn’t get more exciting, Ticket to Ride is teaming up with Netflix,” said Alan R. Moon, creator of the game.

“I can’t wait to help bring these exciting projects to the millions of fans of the game.”

The news follows Asmodee’s recent deal with Netflix on CATAN content.

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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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LEGO and Asmodee’s Dotted Games studio had detailed its latest launch – LEGO NINJAGO: Destiny’s Bounty Adventures.

A cooperative family board game, Destiny’s Bounty Adventures sees players play as Ninja defending the great ship Destiny’s Bounty against an array of villains.

“We’ve created a board game designed to bring families together around a shared experience of fun, strategy and storytelling,” said Birgitte Bülow, CEO at Dotted Games.

“Set in the established NINJAGO universe, the game offers immersive adventures that pull everyone into the action – from the youngest players to the oldest. Every game is a collective effort, where teamwork matters and every player contributes to the group’s success. It’s fun, engaging, and leaves everyone with a great sense of having achieved something together.

“Whether you’re deep in the story or just enjoying each other’s company, this is a game that brings real moments to the table.”

Christina Burcea, Marketing Director for LEGO NINJAGO at the LEGO Group, added: “It’s an exciting year as we are celebrating our 15 years of LEGO NINJAGO. This anniversary year is all about celebrating fans and families and the Destiny’s Bounty Adventures is a great way for families and fans to get together to play, have fun and bond with each other.”

The game will be officially unveiled to retailers and industry partners at the London Toy Fair and Spielwarenmesse later this month, before becoming available from July 30th at Gen Con.

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