In this interview, we sit down with Roger Martin, the Hobby and Independent Channel Director at Asmodee. Join us as we delve into the world of hobby gaming and discover the factors shaping its future.
Can you tell us about your experience in the board game industry and how you got started?
Absolutely! My journey began nearly 20 years ago when I was working in freelance media production. At the time, I was playing a game called called Triolet, a cross between Scrabble and maths game that wasn’t available in the UK.
I decided to fly to Lyon to meet the inventor, who encouraged me to distribute the game in the UK. I thought it would be a fun side-line, so I brought back a couple of hundred units, set up a website, and started selling directly.
We sold around 600 units in our first run, which sparked my interest in the industry.
What were your next steps after your initial success?
After that, I attended trade shows, trying to connect with other publishers and distributors.
Most companies had existing relationships, but I did manage to pick up a couple of games. For a few years, I juggled this venture alongside my freelance work, demonstrating games at county shows and fairs. Eventually, I realised I wanted to dedicate myself full-time to this business.
I partnered with several publishers, including a French company called Gigamic, and then my big break came with Gamewright, known for popular titles like Forbidden Island and Sushi Go. Interestingly, my first retail sale was to Alex Green's wife, who ran a board game shop at the time.
How did your business evolve over the years?
The business really grew from there. I learned a lot, especially during the 2008 financial crash, where I faced challenges with currency exchange rates that impacted our margins.
Despite that, we expanded our team and launched products like Rory's Story Cubes, which became hugely successful, selling over 500,000 units.
Our marketing strategy focused on building brand awareness and nurturing relationships with our suppliers. We positioned ourselves differently from traditional distributors by concentrating on a few key titles instead of churning through many.
What led to your acquisition by Asmodee?
As we grew, cash flow became a challenge, and that’s when Asmodee UK approached me about a potential acquisition. Other companies showed interest as well, but eventually, we signed a deal at the London Toy Fair in early 2018 for Coiledspring Games to be sold to Asmodee in the UK. I continued to run Coiledspring for three years before transitioning to my current role at Asmodee.
What is your current role at Asmodee, and what does it involve?
Currently, I serve as the Hobby and Independent Channel Director at Asmodee.
My main role is to grow sales within the Hobby and Independent channel. We want to increase consumer engagement and enhance access to games including supporting board game cafes, hobby stores and independent toy stores.
Our vision at Asmodee UK is to encourage more people to play more games more often. My role focuses on guiding players through their gaming journey, starting with simpler games and eventually introducing them to more complex titles.
It sounds like you've had quite the journey! Is there anything else you'd like to share before we dive deeper into the hobby gaming landscape?
It’s been an incredible ride, filled with challenges and learning opportunities. I’ve always believed in the power of games to bring people together, and I’m excited to continue promoting that in my role at Asmodee.
Whether through innovative marketing strategies or strong supplier relationships, the goal remains the same: to make gaming accessible and enjoyable for everyone.
What do you think motivates people to play hobby games?
People engage in hobby games for lots of reasons. Fun and entertainment is key but also supporting mental health, creativity, and community building. The challenge and stimulation offered by games, along with the social interactions they foster, are key motivators.
There’s also a generational shift—while older players might compartmentalise gaming into categories like board games and video games, younger players view it as a unified experience.
What are the current popular titles in the UK hobby gaming scene?
The hobby gaming landscape is diverse. Miniatures games including those from Games Workshop and AMG, role-playing games such as Dungeons & Dragons, and classic board games: Catan, Ticket to Ride, Wingspan and many, many more.
Each player group may have its habits; some families might repeatedly play one game, while others explore new titles every week.
What trends do you see shaping the future of the board game industry?
There’s a noticeable increase in technology integration, with many games now incorporating apps for scoring and narrative elements.
Additionally, there's growing interest in solo player board games and two player board games, catering to players who may struggle to gather larger groups.
On the other hand, in the UK there’s an opportunity for larger, multiplayer games which are much more popular in other countries such as France and Germany.
What challenges does the hobby gaming industry currently face?
One of the biggest challenges is the competition for entertainment spending. While video games used to be seen as the primary competition, they now complement board games rather than replace them.
The key challenge lies in positioning board games as valuable entertainment, especially in a climate where consumers are more budget-conscious.
How can the industry engage new players?
It’s essential to introduce games to people in unexpected settings. This could involve partnering with various venues, like toy stores or festivals, to showcase games through live demonstrations.
The goal is to provide engaging experiences that leave a positive impression, encouraging people to seek out more gaming opportunities.
What are some of your personal favourites in the hobby gaming space?
A standout title mentioned is Survive: Escape from Atlantis!, which offers a mix of strategy and fun. Another notable mention is Star Wars: Unlimited, a new trading card game that allows players to dive into the Star Wars universe right from its inception.
These games exemplify both nostalgic appeal and excitement for new developments in the industry.
Is there a type of game that the industry is currently missing?
There’s always room for innovation in game design. For instance, The Mind introduced a unique way of interacting without direct communication, illustrating how unexpected game mechanics can create new experiences.
The challenge lies in continuously pushing creative boundaries to surprise players with something they didn’t know they needed.
How might technology impact the future of board games?
While virtual reality offers exciting possibilities, the balance between tech-enhanced experiences and traditional gameplay remains crucial.
Some games have successfully integrated technology, like using apps for immersive storytelling. However, many players still cherish the unplugged, face-to-face interactions that tabletop games provide.
Do you have any further questions for Asmodee?
For further questions and enquiries about Asmodee, contact our friendly team today.
