Asmodee USA embarks on exclusive distribution partnership with UP Games

Asmodee USA is entering into an exclusive distribution partnership with UP Games, bringing the studio’s first release – Floristry – to all sales channels, including hobby, specialty, mass market and toy and gift retailers.

UP Games is a new studio founded by David Gordon and TAM, co-designers of Monkey Palace, as well as Greg May, Founder & CEO of The Uncommons board game cafes, and Gnome Hollow designer Ammon Anderson.

The studio’s focus is on easy to learn and accessible games for all ages.

“At Asmodee, we’re always on the hunt for the next big thing to ignite gamers’ excitement,” said Julien Sharp, Country Manager, Asmodee North America.

“Teaming up with the creative minds at UP Games allows us to offer players light strategy games crafted by renowned designers, ensuring a fresh, fun experience for every type of gamer. This partnership strengthens our mission to deliver top-tier games that fuel passion and keep the tabletop community thriving.”

UP Games’ David Gordon added: “We are delighted to announce our partnership with Asmodee.

“Asmodee’s global reach, extensive expertise, and dynamic team will help us navigate worldwide distribution of our first release Floristry. It has truly been an honour and privilege to collaborate with them, and we couldn’t be more excited about our studio’s future having the industry leader Asmodee as our distribution partner.”

TAM continued: “We started our studio with a few missions – to bring great board games to unconventional spaces, create rich experiences for overlooked audiences, and bring new ideas to the tabletop world.”

Greg May said: “As the largest specialty board game retailer in New York City, I’ve spent more than a decade learning what gamers are missing – and I know there is no company more capable and more visionary than Asmodee. They have a unique scale, and we’re thrilled to partner with the group behind so many of the most important games we truly love.”

Ammon Anderson continued: “We’re excited to grow with Asmodee, and hope players around the world dig what we’ve been working on. Pardon the floral language, but Asmodee is no garden variety company and we’re proud that our game rose to their standards. For anyone looking for an evergreen two-player game that only takes two minutes to learn and twenty minutes to play, we hope thistle will be your new best bud.”

Floristry will be available to players through all major retail channels starting in March 2025.

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