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Asmodée, Days of Wonder et FFG deviennent Asmodee North America


Jeu :

Ludopeole :

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18/12/2015
10:14
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Vous le saviez, le géant Asmodée a racheté Days of Wonder et FFG aux US l’année dernière.

L’étape d’après vient d’être annoncée : la consolidation. Ce faisant, les trois entités sont regroupées sous l’appellation nouvelle de Asmodée North America. 

 

asmodee-north-america_pndbelImage Enlarger

Concrètement, cela se traduit habituellement par une homogénéisation des pratiques et l’écrémage des postes redondants (notamment au niveau comptabilité), pour ensuite la réembauche de petites mains.

Rien d’exceptionnel dans cette nouvelle, mais en tout cas si vous voyez désormais le logo de Asmodée North America vous saurez désormais de quoi il s’agit. 

21/12/2015
01:12
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Nick de Board Game Brawl a un avis assez négatif là-dessus :

« Asmodee is finally consolidating it’s major acquisitions – Fantasy Flight Games and Days of Wonder most notably – into Asmodee North America. Only a select few distributors will be allowed to sell their products to retailers, and only a very small selection of retailers will be able to hock ANA’s wares online. This list of Super Special Online Retailers has not been released yet.

Monday, we’ll get some clarification on all this, but here’s the deal: this is bad, all the way around. Prices are going to go up, no doubt, and you may not be able to purchase games online unless you want to pay higher prices at a select few outlets. (Amazon? Definitely. Cool Stuff? Maybe. Board Game Bliss, Game Surplus, etc? Don’t count on it.)

This definitely strengthens Friendly Local Game Stores, which is a shame, because frankly that archaic business model needs to die already. Without strong-arm tactics like this (and Magic: The Gathering’s mere existence), FLGSs would die out and make room for a more competent type of business that actually makes money and strengthens the hobby (gaming cafes, online hub stores like Cool Stuff that are supported through their online sales, etc.). There’s a reason FLGSs fail: even the best of them are not that great.

This decision also seems to ignore the fact that we live in 2015, and time is inexorably marching forward. People even order their groceries online now. Why try and harm online sales instead of embracing them and working within that framework to increase your sales even more?

Games Workshop, anyone? That’s the chilling feeling crawling down your spine. »

Et l’article original de BGG : https://boardgamegeek.com/blogpost/49015/starting-2016-asmodee-will-operate-asmodee-north-a

Tu es plutôt d’accord Shanouillette ?
21/12/2015
09:56
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J’ai du mal à comprendre la problématique. Bon, les grosses fusions comme ça, ça me plaît pas trop. Après, je suis assez attaché à ma petite boutique locale, et je comprend pas bien le modèle défendu par le rédacteur.

21/12/2015
13:09
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Ben, d’après ses infos, vu la situation de « monopole », ils n’hésiteraient pas à augmenter leurs prix et restreindre la distribution (et donc la concurrence) online. S’ils ne vendent quasi qu’en boutique, ils peuvent vendre plus cher. Les revendeurs online font clairement de meilleures promotions.

Nick semble avoir une dent contre les boutiques « classiques » car il trouve qu’elles n’aident pas à la promotion du jeu autant que les board game cafés qui, eux, n’auraient pas le droit de distribuer ces produits (je ne sais pas ce que valent ses infos).

Moi j’ai un ami qui tient une boutique, qui fait ça très bien et organise des soirées-jeux donc je n’ai pas la même opinion que lui.
Bon, il y a des boutiques gérées par dess gens qui sont juste commerciaux et pas passionnés, ça d’accord.

Sinon, il ne comprend pas non plus pourquoi Asmodée se priverait de la distribution online, qui est susceptible de toucher plus de monde que les boutiques, et ils compenseraient la perte de prix de vente par les quantités vendues.

Mon interprétation donc…

21/12/2015
23:30
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J’ai rencontré plusieurs patrons de boutiques, et ai discuté avec eux de Asmodée. Ce qu’il en ressort c’est que c’est un monopole mais que pour l’instant asmodée a une politique intelligente, ils vendent en boutique, online et dans les chaines de magasin de jouets ( la grande récré, joué club etc …) Mais qu’ils ne vendent pas au même prix dans les boutiques et dans ces chaines. Que le but c’est clairement de privilégier les boutiques. D’ailleurs il suffit de jeter un œil dans ces grosses chaines pour comprendre que c’est pas la qu’il faut acheter. Pour Asmodée les boutiques restent importantes parce qu’ils vendent des jeux ou il y a besoin de vendeurs. Allez demandez (sauf cas exceptionnel) un conseil dans ces grandes chaines. Maintenant ça peut vite changer. Aujourd’hui Asmodée finance des projets comme Mystérium et c’est un retour gagnant, mais demain ? et Quid des gros jeux ?

22/12/2015
14:34
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Asmo a clarifié certains points :

To Whom It May Concern,

Related to our recently announced wholesale terms and policy changes, some questions have been raised by stakeholders such as yourself. On behalf of Asmodee North America, we’re happy to provide you some additional context to those changes and clarify several areas.

It is important to underscore that, above all, Asmodee and its publishers are dedicated to creating and publishing great games, and to expand the audience that enjoy these experiences. Our vision is one of mutual success of each participant: publisher, distributor, retailers (of every channel), and, most importantly, the game consumer. We believe our new business terms and policy changes are a significant step in achieving such mutual success.

Why are you making these sudden changes?
While they may appear to be sudden, these policies have been under development for a very long time, and considered carefully. They are intended to allow for success in the channels of sale where our products are represented: success that is not attained at the expense of other channels that provide crucial value to the overall health of the industry and our business.

To that end, we have decided to cleanly define and authorize the channels of sale in which our business partners (distributors and retailers) operate, so that we may a) ensure that consumers receive a quality experience in acquiring our games, and b) ensure that the risk, value, and investment of every channel, relative to others, can be successful.

We believe the current ecosystem of specialty retail and online retail is important to the health and growth of the gaming hobby. Without taking corrective action, we believe this ecosystem would be in jeopardy, which ultimately would affect the quality of game development and the investment in great consumer experiences.

Did you invent this approach?
The practice of product originators authorizing outlets and defining expected behavior in its product distribution chain is well established in many industries and common in high-end and niche product categories.

I don’t frequent local game retailers, why are they important?
We believe that business partners whom provide services and investments that we value, relative to others who do not, should receive proportional value from us so that they may succeed in such activities. In comparison to, for example, the online channel of sales, specialty retailers make investments in areas we consider critical to the health and growth of the gaming hobby, such as in-store gaming events, demonstrations, tournaments, and other organized play facilitation. These outlets are a crucial part of an ecosystem that retains and generates players. In turn, this allows publishers to engage and invest in game development. As such, these services are of value to all game consumers, even consumers whom do not personally participate or take advantage of local specialty retailers.

In the future, will I be able to find products from Asmodee North America (i.e. products from Asmodee Editions, Fantasy Flight Games, or Days of Wonder) online?
We are keenly aware and we understand that not all consumers have access to, or that some prefer not to take advantage of, specialty retail game stores. Online shopping is a modern and convenient method of shopping, and Asmodee is committed to keeping this channel a viable and high-quality method of product delivery to consumers.

We intend to work with a number of exceptional authorized online dealers. We are confident that consumers will easily be able to find and acquire our products from a variety of online outlets.

Some brick-and-mortar specialty retailers also sell online, how will this affect them?
We recognize that these new policies come with implications for some retailers. One such change will be that authorized specialty retailers will agree not to sell Asmodee North America products online. That said, we hope the end result, i.e. enabling us to support them relative to other defined channels, will be a significant net improvement for specialty retailers overall.

Will Asmodee North America change any consumer engagement practices of publishers, such as the FFG World Championships, AsmoPlay, Gen Con booth and events, publisher websites, etc?
No, consumer engagement from publishers is expected to continue as has been done in the past, and all the above are expected to continue (in fact, we will be investing to make these efforts even greater). Our publishers represent different brands, gaming styles, and audiences, we have no interest in mixing them or forcing them into a single brand, message, or culture.

How will this affect mass market outlets, such a Amazon, Target, or Barnes and Noble?
We consider the mass/broad market to be its own unique channel of sale, one we want to be successful in its own right alongside our other successful channels of sale.

Many specialty retailers have in-store loyalty or volume discounts, and many online dealers discount their product. In the new policies taking effect on April 1st, 2016, will you institute or impose official price floors or « minimum advertised price » policies on your authorized retailers?
No.

Change is never easy, rarely popular, and we understand that some will dismiss such corporate change as cynical and self-serving. We believe to be making a change that will not only be positive for us, but will be positive for our business partners, for player growth, and for future development of gaming product with increasing quality and imagination.

22/12/2015
14:52
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Mouais, si je comprend tout, leur truc se ferait au détriment d’amazon et autres « grossistes » en ligne. J’avoue que je trouve ça plutôt cool (alors que le concept d’Asmodée qui devient une super grosse boîte dans le monde du jeu me plaît pas du tout). Bon, y’a qu’à voir ce que ça donnera.

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