asmodee revealed the results of a recent research study on board games conducted in the U.K., U.S., France and Sweden.
The study was done by Censuswide, a member of the British Polling Council. It included a sample 8,001 consumers from the general public; the data was collected between July 7, 2025 and July 24, 2025. This study found that over 25% of people in the surveyed group played board games at least once a week. It also found that 64% of participants turn to games to bring their families together, and 53% seek out board games as form of escapism from overwhelming news. In the U.S., the number of participants using board games as support escapism was higher at 65%.
“Tabletop games are gaining more traction as a favored leisure activity, offering an appealing way to unwind and spend quality time with friends and family,” said asmodee CEO Thomas Koegler about the study. “As a lifelong gamer myself, I know first-hand how tabletop games are played for much more than recreation, but are also a valuable gateway to imagination, wellbeing, fun and togetherness among players.”
Millennials, who include people between ages 29 to 44, were also noted as “particular tabletop game fans” that play tabletop games as frequently as they watch/read the news. It was also mentioned that 41% of the Millennial group experienced joy during gameplay, which is more than any other generation.
The study, itself, might be taken with a grain of salt as the sample size was fairly low. The four countries surveyed, when combined, have a population just under half a billion people; surveying under just over 8,000 people from those countries seems a little on the light side for making any meaningful demographic determinations. Still, the study does provide a few marketing data points worth looking into further.
Asmodee recently refreshed its company brand, pivoting from a business-to-business to a consumer focus (see “Asmodee Refreshes Brand Identity“).
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