British game distributor Esdevium will be rebranded as Asmodee United Kingdom starting January 1.

After more than 30 years, the U.K.’s premier game distributor is changing its image.  The company will no longer be known by the name Esdevium, instead becoming Asmodee United Kingdom.  In a press release, Managing Director Steve Buckmaster stated, “We are thrilled to be switching to the Asmodee name, aligning us with our sister and parent companies in other territories.  The Esdevium name has a long and proud history (and terrific story), so it is with some sadness that we say goodbye to the dragon logo, but this is an exciting next step for the company.”

Esdevium was acquired by the Asmodee Group in 2010.  Over the past year, the group has been refreshing its own look and identity as it seeks to expand beyond its traditional markets and develop into a multi-media company.  The company has launched a new motto, “Great Games, Amazing Stories,” and a new logo, created by brand consultant Havas Paris.  The change is intended to tie together the various Asmodee daughter companies, which will all use variations of the new logo.

ICv2 recently had an opportunity to speak with the CEO and CMO of Asmodee North America, who shared Asmodee’s vision of the marketplace and its future within it (see “ICV2 Interview:  Asmodee Execs on New Distribution Policies”).