One of the main competitors to Games Workshop just got a billion dollars, potentially setting the stage for a huge showdown…
Embracer Group (we’ll talk more about what who and what they actually are later) recently acquired Asmodee, and through some new investments, has raised a billion dollars for the game company. This comes from the Savvy Gaming group, which is an arm of Saudi Arabia’s sovereign wealth fund Public Investment Fund, which invests funds on behalf of the government of Saudi Arabia.
So, why is this all so important? Well, Asmodee’s studio Fantasy Flight Games, actually had a more popular game than GW only a few years ago. They then dropped the ball with that though and Games Workshop retook the crown on the hype from the launch of 8th Edition Warhammer 40k.
However, with this giant influx of cash, we could see another big battle for the top spot! Let’s first look at how close Asmodee came this year to grabbing the top spot, and then check out what we could expect with the new investment.
How 2021 Shaped Up in Tabletop Wargaming
Here’s the list of the top 5 games, and as you can see both Marvel Crisis Protocol (MCP) and Star Wars Legion have crept up into the top 5! You can also see the WizKids minis have actually overtaken AoS to claim the second spot.
It’s also worth mentioning that not too long ago X-Wing miniatures stole the top spot from Warhammer 40k for a number of years during the 6th & 7th edition era (we’ll check that out more in a second). It is not unheard of for a game system to topple the mighty 40k and depending on who you ask, it’s trending to happen again now that all the Star Wars games are under Atomic Mass Games’ umbrella. MCP has really been evolving too and the player base is growing fast. Plus, they are constantly updating the rules and models, so there’s a chance that overtakes everything.
What is the Embracer Group?
The group is a Swedish company that originally got more of a start in media and video games, but now really expanded into all types of gaming. They are quite the giant group with ten main operating divisions. Here’s the list: Amplifier Game Invest, Asmodee, Coffee Stain Holding, Dark Horse Media, DECA Games, Easybrain, Gearbox Entertainment, Koch Media, Saber Interactive, and THQ Nordic.
With Asmodee, Dark Horse Comics, and Nordic, they are well-positioned in the world of gaming. Especially now with all the extra cash, they are really quite the competitor for GW ( oh yeah, and they are worth over $9 billion…).
One of GW’s Competitors Just got a Billion Dollars
Now, there are some opportunities for Asmodee to really become number 1 again in the Tabletop Wargaming space. Why? Well, they actually have a few advantages over GW.
With that big influx of cash, they can potentially focus on a long-term strategy that actually gets more hobbyists to their games.
They can push their games into more stores and really invest in game development, which might not show immediately, but will eventually make the games much better overall to both the retailer and consumer.
Asmodee by way of Fantasy Flight Games has already had their games previously become more popular than Games Workshop ones. However, GW reclaimed the crown in 2017 – 2018 with 8th edition 40k (and X-wing 2.0 hitting the self-destruct button).
So why do we think Asmodee could retake them (other than the money)? Depending on who you ask Games Workshop really got people hyped with 8th edition 40k but since then they have not delivered on their promises to hobbysits regarding needing less rulebooks etc to play games. If anything you need more in 2022, something that has not been lost on Warhammer hobbyists.
Remember these statements by GW’s socials circa 2017?
With this in mind, if Asmodee plays their cards right, they could potentially retake the wargaming crown from Games Workshop as one of their top competitors.
Bad Times Are Here as GW Profits Slow to a Crawl…
What do you think of Asmosee as one of the top competitors to Games Workshop? What other wargames do you like to play?
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About the Author: Rob Baer
Rob Baer
Job Title: Managing Editor
Founded Spikey Bits in 2009
Socials: Rob Baer on Facebook and @catdaddymbg on X
About Rob Baer: Founder, Publisher, & Managing Editor of Spikey Bits, the leading tabletop gaming news website focused on the hobby side of wargaming and miniatures.
Rob also co-founded and currently hosts the Long War Podcast, which has over 350 episodes and focuses on tabletop miniatures gaming, specializing in Warhammer 40k. and spent six years writing for Bell of Lost Souls.
Every year, along with his co-hosts, he helps host the Long War 40k Doubles Tournament at Adepticon and the Long War 40k Doubles at Las Vegas Open, which attracts over 350 players from around the world.
Rob has won many Warhammer 40k Tournaments over the years, including multiple first-place finishes in Warhammer 40k Grand Tournaments over the years and even winning 1st place at the Adepticon 40k Team Tournament.
With over 30 years of experience in retail and distribution, Rob knows all the products and exactly which ones are the best. As a member of GAMA (Game Manufacturers Association), he advocates for gaming stores and manufacturers in these difficult times, always looking for the next big thing to feature for the miniatures hobby, helping everyone to provide the value consumers want.
While he’s played every edition of Warhammer 40k and Warhammer Fantasy (since 5th Edition) and has been hobbying on miniatures since the 1980s, Titans of all sizes will always be his favorite! It’s even rumored that his hobby vault rivals the Solemnance Galleries, containing rulebooks filled with lore from editions long past, ancient packs of black-bordered Magic Cards, and models made of both pewter and resin.
