The Swedish media group Embracer Group wants to buy the board game publisher Asmodee: The deal for around 2,75 billion euros is expected to take place in the first half of next year. With the acquisition, Embracer is breaking new ground.
Die Embracer Group plant, den Brettspiel-Riesen Asmodee von PAI Partners zu kaufen. Die Summe für den Deal liegt bei 2,75 Milliarden Euro, davon gehen offenbar im Falle eines erfolgreichen Abschlusses 350 Millionen als Asmodees Shareholder.
Transaction in months?
The transaction could be completed in the first half of the new year. The plan is to run Asmodee as an independent entrepreneur, so the operational business should not be impaired. So far, this has also been the case with other acquisitions by the Swedish media group.
Asmodee wäre der erste Deal seiner Art für die Embracer Group, die bislang Videospielfirmen unter ihrem Dach vereinte. Zu den bekanntesten zählen THQ Nordic und Koch Media, aber auch Saber Interactive oder Gearbox Entertainment. Asmodee könnte das inzwischen neunte Unternehmen unter Embracer werden.
The French board game publisher Asmodee was founded in 1995 and is based in Paris. The company, which also operates a branch here with its subsidiary Asmodee Germany, is now one of the most popular board game companies. Asmodee is particularly known for its licensed board games for brands such as Marvel, The Lord of the Rings or Star Wars.
The acquisition of Asmodee by the Embracer Group, of all places, can be seen as a strategically clever move: The Swedish company is thus putting its feelers into the border area between video games and board games. As a game manufacturer, Asmodee has several hybrid game concepts in its portfolio, some of them with a long-term lifespan. A prominent example is the board game The Lord of the Rings - Journey through Middle-earth by Fantasy Flight Games, which works with extensive app support. The new editions of Descent or Will of Madness are similar. These titles are not the only hybrid concepts in Asmodee's sales portfolio - there are at least optional software solutions for other games. With Board Game Arena, Asmodee also operates a range of digital board games.
Embracer CEO Lars Wingefors confirms that mutual synergies are expected. The deal could make Embracer Europe's largest games marketer.
In the meantime, Asmodee Germany has also published a corresponding message: It again makes it clear that the deal has not yet been completed. For example, Wingefors quoted: “I am delighted that we have made an offer to welcome Asmodee to our growing group. Asmodee would […]”.
Asmodee CEO Stéphane Carville, who is to continue to manage the business unit together with the top management of the board game manufacturer after the acquisition, is similarly cautious: "I am excited about the prospect of the project to pursue our ambitions with Lars Wingefors and the Embracer Group".
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