Asmodee announced it has refreshed its company brand, pivoting from business-to-business toward consumer branding.
Asmodee, as a brand, has traditionally been more recognized as a B2B brand within the industry, but as of June 3, 2025, that has all changed. They launched a rebranding initiative, developed by Publicis Groupe’s Carre’ Noir design agency, that aims to bring Asmodee’s identity to the forefront for consumers with their new “Inspired by Players” tagline and “asmodee” logo.
“At asmodee, we have made it our mission to create meaningful, shared experiences through our games to celebrate all players” says Thomas Koegler, CEO of asmodee. “During our 30-year journey in the tabletop games industry, our brand hasn’t always been visible to players themselves. With this brand evolution, we aim to change that making asmodee a name that’s recognized, trusted, loved, and sought out by players around the world.”
This is a fairly big step for asmodee as their core company brand has often taken a back seat, on the consumer side, to the dozens of studios that the company represents. The rebrand should help asmodee realign their games under one umbrella as somewhat of a “seal of quality” for people buying their games. It also gives the company an opportunity to publish games in its portfolio under the new asmodee brand, as opposed to a studio brand, which may or may not be the actual “big picture” move within this initiative (depending on the path going forward).
The brand change comes a few months after their parent company Embracer Group had spun the company off (see “Asmodee Spin-Off Dates Set“).
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