TelevisionÂ andÂ Sony Award-nominatedÂ radio presenterÂ Matt Edmondson established his bona fides asÂ a board game inventor when he created the hilarious party game,Â Obama Llama. Last year, he followed itÂ up with theÂ sold-out-success,Â Ansagrams,Â which he published independently.
During lockdown, rather than learning AncientÂ Greek or hoarding loo roll, Matt used his creative energy and previousÂ experience of designing games to come up with new ideas. Along the way, he alsoÂ taught himself graphicÂ and packaging design, copywriting and learnt about theÂ gamesâ€™ manufacturing process â€“ everything needed to bring the games to marketÂ independently. Partnering with his brother-in-law, businessman Laurence Emmett,Â the pair foundedÂ Format GamesÂ andÂ launch two brand new games this year: colour-mixing card game,Â Egg Slam, and the immensely replayableÂ trivia game,Â So Wrong Itâ€™s Right.
Format Gamesâ€™ credibility as an indie gamesÂ label has been given the ultimate seal of approval by Asmodee, who first signedÂ them up for UK distribution in February 2021. Seeing the potential of Mattâ€™sÂ designs andÂ recognising the worldwide appeal of the game formats, August 2021Â saw Asmodee swiftly follow up with an exclusive global distribution dealÂ covering the US, Canada, New Zealand, Australia and South Africa.
In the UK, word game Ansagrams is nowÂ distributed by Asmodee to a number of major and indie retailers including JohnÂ Lewis and Waterstones, while Egg Slam and So Wrong Itâ€™s Right make their HighÂ Street debutÂ exclusively at John Lewis for Autumn/Winter 2021. All three gamesÂ will launch in other global territories through Asmodee in Spring/Summer 2022,Â along with a fourth new game calledÂ Noggin,Â which will also be available inÂ the UK next year.
â€œWeâ€™ve likened the experience to a couple ofÂ guys taking up busking on Monday, then being signed by a major label for aÂ five-record deal by Friday,â€ comments Laurence Emmett, Co-Founder of FormatÂ Games, â€œMatt cameÂ out of lockdown with a raft of game ideas, ready to bring toÂ market and â€“ thanks to last yearâ€™s success with Ansagrams â€“ Asmodee could seeÂ the potential of our whole portfolio. We know weâ€™re in great hands with such aÂ stellar distribution partner globally and canâ€™t wait to see all our titlesÂ becoming firm favourites with families and friends all over the world.â€
Commenting on his new career as a gamesâ€™ designer,Â Matt Edmondson adds, â€œLockdown gave me the perfect opportunity to explore myÂ potential even further as a games designer â€“ I was finding inspirationÂ everywhere, butÂ particularly during the extra quality play-time I had with myÂ young daughter, Ivy. In fact, it was her fascination with colour-mixing thatÂ led to Egg Slam. My own love of social gaming also played a part too, with SoÂ Wrong Itâ€™sÂ Right being born out of a need to create a game that can be playedÂ repeatedly but is never, ever the same. Iâ€™m excited to see people of all agesÂ discover the wealth of different play experiences that Format Games has onÂ offer and am thrilled that Asmodee has picked us up at such an early stage ofÂ our life!â€
All Format Games titles are distributed in theÂ UK by Asmodee â€“ contactÂ email@example.com, 01420 593 593 for further information. UKÂ online retailers interested in selling Format Games titles should contactÂ firstname.lastname@example.org