asmodee, a leading distributor of tabletop games, today announces a new partnership with Mind, the mental health charity, to shine a spotlight on the positive role board games can play in supporting mental wellbeing, reducing loneliness and helping people feel more connected.
The number of people struggling with their mental health is rising fast, and most of us either live with a mental health problem or know someone who does. This partnership brings together asmodee’s passion for play with Minds expertise in mental health support. One of the biggest barriers to playing board games isn’t how to play, it’s not having anyone to play with. That's why the asmodee and Mind partnership is so timely and aims to boost mental wellbeing through the power of play, so no-one has to feel alone.
Through this 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. asmodee will commit to a minimum annual fundraising target in support of Mind. The collaboration will explore the co-creation of asmodee x Mind games, alongside initiatives encouraging hobby stores and board game cafés to host Play for Mind events.
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.
The partnership is timely as Mind’s Big Mental Health Report 2025 demonstrates how closely loneliness and mental health are linked, drawing on data from the Office for National Statistics (ONS). The report highlights that 55% of people with moderate to severe depressive symptoms feel lonely, compared with 16% of those with mild or no symptoms and that 16–29 year olds are most likely to feel alone (31%) compared with any other age group.
Board games have long been associated with fun and entertainment, but lived experience suggests they can also offer mental health benefits. Playing games with others encourages face-to-face interaction, shared focus and teamwork, all of which are proven to support emotional wellbeing. For many people, games provide a low-pressure way to connect with friends, family or colleagues, helping to combat loneliness and social isolation.
The partnership will focus on promoting the idea that play can be a powerful wellbeing tool, creating safe spaces for conversation, laughter and connection, and offering a welcome break from the stresses of everyday life.
As awareness grows around preventative mental health care, games are being recognised as a simple, inclusive way to support wellbeing in homes, schools, workplaces and community spaces.
asmodee’s partnership with Mind reflects a shared commitment to improving mental health outcomes across the UK and encouraging open conversations around wellbeing.
Roger Martin, Marketing Director, asmodee, 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.”
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. The feeling of togetherness can also help us talk more honestly about feelings and in a space that might feel more relaxed. We know that talking doesn’t solve everything but talking about our mental health, and listening to others about their experiences, can help us feel less alone, more able to cope, and can often be that first step towards seeking support if we need to.”
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.
