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Online U.S. Retailer Miniature Market Purchased by Asmodee

W. Eric Martin
United States
North Carolina
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Board Game Designer
From gallery of W Eric Martin
As I noted on Dec. 15, 2021, Swedish company Embracer Group AB — which owns multiple businesses that develop and publish PC, console and mobile games — is purchasing Asmodee for €2.75 billion.

On Dec. 16, 2021, Embracer Group gave a presentation with members of the Asmodee Group to talk about this acquisition:

Buried in this presentation is news that Asmodee purchased online U.S. retailer Miniature Market at some point in 2021:

From gallery of W Eric Martin
Asmodee CEO Stéphane Carville

Let me blow that section up to make it easier to read:

From gallery of W Eric Martin

I wrote about the purchase of French retailer Philibert in January 2021, but the purchase of Miniature Market was news to me. I called MM to find out more, but the person who answered the phone told me that they knew about the acquisition, but had no other information at this time. If I receive an update from MM, I'll add it to this post.

During this part of the presentation, Asmodee CEO Stéphane Carville said that the development of the company's global distribution network over the years has put in in the position of distributing games for many different publishers — "The Steam platform of boardgaming" in the words of one of the speakers. Asmodee works with these companies to boost their sales, which benefits Asmodee as well as the publisher.

Furthermore, says Carville, "When we take a new studio on board as a third-party publisher that we distribute, it's a great platform for further acquisition. We test the performance of the games, we develop a strong relationship with the studio team, and over the years, when it's the right time, if we think it's the right time for us and the studio, we propose them to join our family... Because we know the team very well and their performance, 100% of the acquisitions we made basically are growing since the date of inception. That's super important in the context of understanding the Asmodee model."
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