Joined in 2023 
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Matt first entered the game space as the inventor of Big Potato’s Obama Llama, and last year he self-published Ansagrams. Earlier this year, television and Sony award-nominated radio presenter Matt Edmondson launched a new board game company called Format Games. It often starts with simple ideas that you then build structure around. Look at Obama Llama; it’s two things rhyming… Britney Spears using garden shears. On its own, that’s not a game, so that’s why you have to build a world around that concept. That’s what I’m drawn to: super accessible, mainstream party games. The ones that do it really well are the games that have a fantastic mechanic at the heart of them, like Dobble. It means the licensed versions of Dobble, like Dobble Gruffalo, give you the best of both worlds; you get a fantastic game mechanic while introducing people to Julia Donaldson, or you’re introducing Gruffalo fans to a new fantastic game like Dobble. It’s a good partnership. Now Matt and his brother-in-law Laurence Emmett have founded Format Games and are launching two new games this year in the form of colour-mixing card game Egg Slam and trivia title, So Wrong It’s Right.
Mean Girls from Big Potato is another great example of that. They’ve taken Truth Bombs – a great game with a brilliant mechanic – and they’ve put a different skin on it, but at its core is really strong game.The quiz master will give them 30 seconds to figure out the word. If no one figures it out by then, there is a hint the quiz master can read to help them. If after another 30 seconds, no one can get the correct answer, no one wins the round. Once they have the answer they shout out ‘Ansagrams’ and if they are successful, they win the round and the card. If players do not succeed, they are frozen out, and if everyone gets frozen out, the card is discarded. Let’s look at Format Games’ debut line-up. Ansagrams and So Wrong, It’s Right are both fun twists on trivia games. Did you consciously set out to bring something new to the trivia space?
Not really if I’m honest! We did play a lot of board games and card games because we went on a family camping holiday every year, so we would often take games there. Every Christmas we’d get a new board game, often one that was tied into a movie or TV show. My sister got a Garfield board game and it was quite disappointing, and I got a Home Alone 2 board game, which I was very excited about because it needed batteries… But the gameplay was extremely complicated! Its outer box boasts that Ansagrams takes 30 minutes to play and 2 minutes to learn. Whilst this may be true for some, I’d recommend learning by doing and having the first round be a trial round. I would never sit down and say “I’m going to do a trivia game, what’s the twist?” The twist always comes first. We did a Dragons’ Den-style Zoom pitch to the Asmodee guys in the States and we were offered a global distribution deal that covers the US, Canada, Australia, New Zealand and South Africa. They wanted the games I’ve mentioned, plus our newest one, Noggin. We can’t think of a better partner for global distribution than Asmodee. Matt, thanks for taking time out for this – it’s been a lot of fun. To bring things full circle – you mentioned at the start about having a bad time with a Home Alone 2 board game. Are licensed games something you want to explore with Format Games?The idea that someone would say ‘we have this movie, turn it into a game’, I’d love that! I’d find that joyful. That said, the big question with a licensed game is: Is the game going to be any good? I don’t want people to have the experience I had with the Home Alone 2 game.
Ansagrams is a fun and intuitive competitive game, mixing general knowledge with assembling words. Let me walk you through what the game entails. Setup I’ve played strategy games that have clever mathematics underpinning them, and I could never come up with one of those. They are genius! What I can do is identify a feeling that’s fun and find a way to give you lots of that feeling in a game. We’ve likened the experience to a couple of guys taking up busking on Monday, then being signed by a major label for a five-record deal by Friday,” said Laurence Emmett, Co-Founder of Format Games. I’ve got a few game ideas that will be coming in the next couple of years that are in that family space that will lend themselves to licensing in a really big way, in a similar way that Dobble does. You want a partnership whereby they want to partner with you because the game is good, and you want to partner with them because their brand is going to introduce more people to that game. Great stuff. Now you said there that self-publishing sounded hard, but fast-forward to today and you’ve launched your own games company in Format Games. What changed your mind?letters from the words "moon starer" can be rearranged to give the word "astronomer". Our quiz offers anagrams on British cities, football clubs, Christmas words and famous British landmarks. My brother-in-law Laurence hasn’t got a creative bone in his body, but he’s fantastic at logistics. He was also going through a bit of a tough time with his cleaning business. It shut down because he couldn’t send cleaners to people’s homes during the pandemic. He had nothing to do and I had nothing to do, and our skill-sets matched up. the standard dictionary (the original one) has approx 40 000 4-9 letter words, with a mix of US/UK spellings.
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