Asmodee, whose motto is “More People Playing More Games More Often” have teamed up with Aparthotel giant Adagio to create some memorable moments in seven of their UK hotels.
The relationship started in retail with Asmodee targeting independent toy and hobby shops to encourage new players in to board games, with an incentive to win a family apartment stay in one of seven UK city locations.
Almost 200 retailers took part in the promotion which was backed by a £50k marketing campaign including billboard advertising, local radio and digital. The campaign, which will be repeated early next year, was hugely successful and saw the introduction of more new players into the sector.
“This is the first time that Asmodee has gone out to actively deliver the message of game-play in independent retail. It was met with enthusiasm as we all recognise the importance of getting more people into playing games. And it did work with a very impressive 10,000 people engagement.”
Brendan Martin, Brand Manager at Asmodee
Speaking of the partnership Brendan Martin, Brand Manager at Asmodee said: “This is the first time that Asmodee has gone out to actively deliver the message of game-play in independent retail. It was met with enthusiasm as we all recognise the importance of getting more people into playing games. And it did work with a very impressive 10,000 people engagement.”
The second phase of the partnership and on-going game playing activity is to take board games to the people. The first of seven events took place last night in London with more rolling out up to Christmas all encouraging those staying at the hotel and their friends to come and experience gaming.
Asmodee are sending in their Ambassador Game Experts to fast track players in the rules, strategy and general play mechanic with firm favourites CATAN, Pandemic, Ticket to Ride, Carcassonne and some easy wins Dobble, Taco, Cat, Goat, Cheese, Pizza and Noggin.
“We regularly hold get together nights at the hotel in the lobby lounge area,” said Hotel General Manager Frederic Le Bras, “but we haven’t seen turn out like this before with thirty players enjoying a four hour session of game playing along with specially laid out food and drink. It was super to hear the laughter of the guests and receive some fabulous feedback from enjoying such a fun filled night.”
Adagio have a selection of Asmodee games in their library which guests can borrow to play in the lounge or take to their apartments to play with their family. They are fast becoming the Games Hotel of the UK and weekend bookings are becoming “Playcations”.
