Asmodee North America Goes Exclusive Through Alliance Distribution

By Polar_Bear
In Fantasy Flight Games
Jun 1st, 2017

Another bit of news about where you’ll be able to get your favorite games (like CMON did recently). This time, it’s Asmodee North America (which deals with Fantasy Flight, Days of Wonder, Asmodee, Z-Man Games, Plaid Hat, and Catan Studio) who is going exclusive through Alliance distribution.

From ICv2:

Asmodee North America, which handles North American business operations for Fantasy Flight Games, Days of Wonder, Asmodee, Z-Man Games, Plaid Hat Games, and Catan Studio, has signed an exclusive multi-year hobby channel distribution agreement with Alliance Game Distributors, effective August 1, 2017. As a result of the change, ANA will no longer sell its lines (except for Catan, which was already exclusive with Alliance) to the rest of its hobby distribution roster, ACD Distribution, GTS Distribution, PHD Distribution, and Southern Hobby Supply, after that date.

Asmodee cited a “significant investment” by Alliance to communicate, support, and allocate ANA products, which it said will “provide hobby games retailers with the support and inventory they need to successfully grow their business selling Asmodee’s games” as the reason for the change. That support will include a dedicated team of Asmodee sales specialists at Alliance.

ANA lines will continue to be available to the full distributor roster until the effective date of August 1.


About "" Has 26254 Posts

I was born at a very young age. I plan on living forever. So far, so good.
  • odinsgrandson

    Whoa- that is a huge bit of news. Asmodee is the biggest seller at a lot of local game shops right now (Fantasy Flight and others). Big win for Alliance.

    I’m not totally clear as to why Asmodee are going exclusive with Alliance (the reasons cited seem a little fuzzy to me).

    Does someone know what exactly they’d have to gain from the deal?

    • OuterDork

      It’s cheaper and easier to only have to supply one company / set of warehouses rather then Multiple. That said, it’s bad for game stores, and potentially bad for consumers. This gives a monopoly to alliance, and screws any game store that works more closely with the other distributors. Depending on how good Alliance is about keeping things in stock, it could make it harder to get Asmodee products overall.

      • Ghool

        Expect the small game stores to get screwed for stock. Alliance likes volume, and it’s always the small stores that get the shaft.

        As far as Asmodee’s new prices helping the LGS’s? This is another nail in that coffin…..

        • odinsgrandson

          This is only for “Hobby Channel” stuff, though.

          Target will continue to stock X-Wing like it has, and it won’t be getting its stock through Alliance- that won’t be changing. Same with Settlers and anything else Asmodee can get into non-hobby channels.

          I suppose that online game shops can be fairly large (comparatively). Does Alliance actually favor sending stock to online retailers over non-online retailers?

          • Illyria

            Alliance does not sell to online stores, you have to have a brick and mortar store. You can also do online sales but you have to have an actual store.

          • odinsgrandson

            Sure, but almost all of the online game retailers own a brick and mortar store as well. Having an online store allows you to diversify your stock with less risk (you can move stock online that isn’t selling to your local customers).

            It is true of places like The War Store, or FRP, Miniwargaming etc.

            I’ve heard that there’s quite a bit of stuff you can’t stock without a physical location.

            One thing I’ve wondered, though, is how the distributor knows whether you have a physical shop. I mean, they’re dealing with you on the phone, and mailing stuff to an address- how are they to know if it is a game store with tables or if you’re just keeping it in your garage and offloading it through Amazon?

  • hvedhrungr

    Huge move for Asmodee, taking a large bit of stocking and retailing hassle off their shoulders.
    Also, gigantic shaft to smaller stores and – by that avenue – to consumers. The more manufacturers consolidate, the more attractive it becomes for them to favour larger retailers/resellers/stores/chains. Even some of the more popular online retailers can’t compete with larger chains and centralised warehouses.