Asmodee has completed its acquisition of the Time’s Up! intellectual property, bringing the long-running social game fully into its portfolio under the Zygomatic studio.
Originally created by Peter Sarrett and published by R&R Games, Time’s Up! has been licensed to Asmodee since 2005. The acquisition marks the final step in consolidating ownership, positioning the brand as a flagship title within Zygomatic’s lineup of social games.
“Time’s Up! is a unique brand with enduring appeal across generations,” explains Alexandre Alonso, Studio Head of Zygomatic. “Its simple concept, social energy, and replayability make it a cornerstone of the party game segment, and it’s been here for almost 30 years. We are excited to integrate it fully into our portfolio and shape its next chapter.”
Asmodee plans to expand the game’s global reach, with a focus on English-speaking markets, while building on continued growth in the social party game category. The company cited sustained category momentum in recent years as a driver behind the investment in established, accessible titles.
A structured development roadmap includes a planned refresh of the Time’s Up! range in 2027 to streamline the product line and modernize the brand. The strategy began earlier this year with the launch of Time’s Up! Express, a faster-paced version designed to broaden accessibility while maintaining the core gameplay experience.
With the acquisition, Asmodee continues to strengthen its portfolio of party and family games, supporting long-term growth through brand development, international expansion, and updated product offerings.
Learn more about both companies at asmodee.com and zygomatic-games.com.
Meet The Toy Book Team at Licensing Expo!
The Adventure Media & Events team will be present at Licensing Expo with new issues of The Toy Book and The Pop Insider set to debut May 19. Visit us at Booth No. F106 to grab The Toy Book‘s 2026 Licensing & Entertainment Issue (featuring The Licensing Book supplement), and the spring edition of The Pop Insider. Both issues are now in production. To book your space in our new issues, please contact Jackie Breyer, James Devin, or Stephanie Katz.
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