The three-year partnership includes fundraising, co-creation of games, and initiatives to spotlight how board games can positively impact mental wellbeing
Asmodee UK is partnering with mental health charity Mind to shine a spotlight on the positive role board games can play in supporting mental wellbeing, reducing loneliness and helping people feel more connected.
Through a three-year partnership, Asmodee and Mind will work together to raise awareness of mental health issues, promote the wellbeing benefits of play, and encourage people to reconnect with one another through shared experiences around the table.
Roger Martin, Marketing Director, Asmodee UK, said: “Board games bring people together in a uniquely powerful way. They create moments of shared experience, conversation and connection that are more important than ever in today’s world. By partnering with Mind, we want to highlight that games aren’t just about entertainment, they can also play a meaningful role in supporting mental wellbeing and reducing loneliness.”
Asmodee will commit to a minimum annual fundraising target in support of Mind, and explore the co-creation of Asmodee x Mind games, alongside initiatives encouraging hobby stores and board game cafés to host Play for Mind events.
The partnership will also align with key Mind moments, including Mental Health Awareness Week and Time to Talk Day, with game donations supporting local Mind hubs nationwide. In addition, Mind will provide mental health training and key spokesperson engagement for Asmodee offices, supported by a programme of internal fundraising activity across the business.
Together, both partners aim to raise awareness of how something as simple and accessible as playing a board game can help spark conversation, strengthen relationships and create meaningful moments of connection.
Andrew Berrie, Head of Corporate Partnerships at Mind added: “We are really excited to be launching this partnership with Asmodee and we are grateful to them for choosing to support Mind in our mission to make sure no mind is left behind. Playing games can positively impact our mental health by providing us with time to relax, connect with others, challenge ourselves or try out new skills.”
