Three-year partnership includes fundraising, events and asmodee x Mind game releases
asmodee UK has announced a new partnership with Mind, the mental health charity, aimed at highlighting the positive role that boardgames can play in supporting mental wellbeing, reducing loneliness and helping people feel more connected.
The three-year partnership, which will officially launch at Toy Fair tomorrow, brings together asmodee’s expertise in tabletop gaming with Mind’s experience in mental health support. Together, the organisations aim to raise awareness of mental health issues, while promoting the wellbeing benefits associated with play.
asmodee and Mind collab
The partners say the collaboration comes at a particularly important time, with growing numbers of people experiencing mental health challenges. A key focus of the partnership will be tackling loneliness – one of the biggest barriers to playing boardgames is simply not having someone to play with, rather than not understanding the game or its rules.
Through the partnership, asmodee has committed to a minimum annual fundraising target in support of Mind. The collaboration will also explore the co-creation of asmodee x Mind boardgames, alongside initiatives encouraging hobby stores and board game cafés to host Play for Mind events.
The partnership will align with major Mind campaigns, including Mental Health Awareness Week and Time to Talk Day, and will include game donations to support local Mind hubs across the UK. Mind will also provide mental health training and spokesperson support for asmodee offices, alongside internal fundraising activity across the business.
Addressing loneliness and wellbeing
Mind’s Big Mental Health Report 2025 highlights the close link between loneliness and mental health, drawing on data from the Office for National Statistics. According to the report, 55% of people with moderate to severe depressive symptoms feel lonely, compared with 16% of those with mild or no symptoms. The data also shows that 16–29 year olds are the most likely age group to feel lonely.
The partners believe board games can help address these challenges by encouraging face-to-face interaction, shared focus and teamwork, offering a low-pressure way for people to connect with others and create meaningful shared experiences.
“Board games bring people together in a uniquely powerful way,” says Roger Martin, Marketing Director at asmodee UK. “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.”
