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24 April 2023

Absolute Radio, Asmodee and Generation Media win  2023 ALF Award for ’Best Partnership’

London, United Kingdom, 19 April 2023 – Bauer Audio were presented with a prestigious ALF Award for outstanding work in the Best Partnership category at last night’s award ceremony.

The awards, in its second year, recognise and celebrate the very best work and brands in the media world. This year the ALF Awards partnered with The BD100 to announce the winners of their BD100 Business Developer of the Year Award and Rising Star Award. The partnership created an even bigger platform to commemorate the best of the best in business development.

The winning partnership saw leading game publisher and distributor Asmodee partner with Bauer on Absolute Radio and its Hometime show, to launch Asmodee’s biggest ever radio campaign. Putting their core games in the limelight and showcasing how board games are a great way to spend time with friends and family and have proven benefits on mental health

The initial six-month campaign ran until April 2022 with sponsorship of Saturday nights on Absolute Radio and a storyarc spearheaded by Hometime’s Bush and Richie bringing listeners together for a board game event. The partnership then expanded to other Bauer stations including a specialist show on Kerrang! All with the aim of raising awareness of the power of board games, and meeting Asmodee’s core objective of helping more people to play more board games more often.

A pre & Post study found a +18% increase in brand awareness, +54% increase in brand consideration, +39% increase in purchase intent, and +46% increase in brand advocacy. Furthermore over this period Asmodee experienced their largest UK sales year to date, and group now look at the UK market as the leading in the company.

The highly anticipated awards ceremony was hosted by comedian Russell Kane who ensured the room was truly vibrant and contributed to an amazing evening of celebration and the awards were judged by some of the industry’s biggest names. The full list of judges can be found on the Awards website:

The ALF Awards 2023 were supported by DNA Recruit, jfdi, Media Fight Night and Propeller Group.
For the full list of winners of the 2023 ALF Awards:
About ALF Insight
ALF Insight is an online business development tool for companies seeking to target the biggest advertising spenders in the UK. For over 30 years it has been the go-to resource for sourcing key contact details, industry reports and advertising spend. ALF enables you to prospect, pitch and win new business. Find us online:


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