Game publisher and distributor Asmodee UK has partnered with Absolute Radio and its presenters Andy Bush and Richie Firth to launch its biggest ever marketing campaign.

The promotion, which runs until April, aims to raise awareness of Asmodee’s board games such as Dobble, Catan and Ticket to Ride, and encourage more people to play more games more often.

The company said that in recognition of declining linear TV audiences, it had worked with media buyer Generation Media to identify a channel and opportunity to reach new audiences. 

The push marks the first time that Asmodee UK has advertised on the radio – and comes as figures from RAJAR [Radio Joint Audience Research: the official body in charge of measuring radio audiences in the UK] reveal that The Absolute Radio Network of 10 radio stations owned and operated by Bauer Radio reaches 5.2 million listeners. 

Plus, with recent research by Bauer Media finding that 25% of people are consuming more radio since restrictions have eased and 50% of people claiming they have a closer relationship to their favourite radio station now compared with pre-pandemic times, the campaign will help Asmodee UK reach engaged scaled audiences across the country that have a strong affinity with their favourite presenters.

The games will come to life on the ‘Hometime with Bush & Richie’ show, where the duo will ask listeners to take part in radio versions of a selection of Asmodee UK games. For example, for Dobble, the same words will be blocked out of two songs and callers will go head-to-head to see who can identify the most pairs. Winners will receive four tickets to Bush and Richie’s Board Game Bonanza, which will be held on February 15 at Cahoots in London: a 1940s-themed bar in the heart of Soho. Sixty game-lovers will experience ‘the ultimate board games night’, enjoying music, food, drink and spot prizes while playing a range of Asmodee UK’s games.

In addition, Asmodee UK will become the official sponsor of Saturday nights on Absolute Radio across both the ‘Andy Bush’s Indie Disco’ show and the ‘Absolute Classic Rock Party with Claire Sturgess’ show. 40” trails will also drive listeners to an online creative page on Absolute Radio’s website where they can win a party food and drink package, sound system and a bundle of Asmodee UK games.

“It’s been great collaborating with Bauer Media and Absolute Radio to create this fun campaign that spans radio, online and an incredible event. By seamlessly incorporating our games into the station’s editorial and giving people the chance to play the games themselves, this campaign will undoubtedly get people talking about games and will help our fantastic board games become household names.”

Asmodee UK head of marketing James Arnold

Asmodee UK head of marketing James Arnold said: “It’s been great collaborating with Bauer Media and Absolute Radio to create this fun campaign that spans radio, online and an incredible event. By seamlessly incorporating our games into the station’s editorial and giving people the chance to play the games themselves, this campaign will undoubtedly get people talking about games and will help our fantastic board games become household names.”

Clive Green, business director of Generation Media, commented: “We are delighted to have worked with Asmodee UK and Bauer Media to identify a solution which challenges conventional category marketing strategies and opens up Asmodee’s fantastic range to a wider audience than ever before. Christmas gifting is critical for success in the highly competitive board games market, and Bush & Richie will ensure Asmodee’s brands are top of people’s lists.” 

Matt Batchelor, group commercial director of Bauer Media Advertising, added: “We know that one of the most powerful marketing tools and getting people to try something new is through word-of-mouth recommendations from friends and trial. With such a strong relationship with their listeners – and by including on-air versions of the games in their shows – Bush & Richie are the perfect choice to get people trying some Asmodee UK games and to increase brand awareness in an authentic and engaging way.”

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