Zatu Games boosts growing distribution operation by agreeing Maestro Media, Steamforged Games tie-ups

Zatu Games, one of the UK’s biggest board game retailers, has added licensed game specialists Maestro Media and Steamforged Games to its growing distribution operation.

The deals make Zatu the exclusive UK and Ireland distributor for all of Maestro Media‘s titles, including The Binding of Isaac: Four Souls and the upcoming Clash of Clans: The Epic Raid, as well as giving it exclusivity on “a number of Steamforged Games titles” in the region.

Steamforged is best known for its licensed tabletop adaptations of video games such as Dark Souls, Elden Ring, Monster Hunter World and Horizon: Zero Dawn. Last year the company acquired miniature fantasy wargame Warmachine, hobby and painting line Formula P3 Paint and the Iron Kingdoms roleplaying series.

Maestro, which was launched a decade ago, made a name for itself in 2018 when it teamed up with Edmund McMillen, the creator of The Binding of Isaac video game, to launch a Kickstarter for a board game version – a campaign which raised over $2.6m, followed by another $6.7m through a crowdfunded expansion three years later.

The company’s catalogue also includes 2001: A Space Odyssey – The Board Game, Hello Kitty: Day at the Park, and Antoine Bauza co-design Smurfs’ Hidden Village.

Zatu has been growing its distribution business since early 2024, having previously expanded out into fulfillment after several years as a specialist retailer.

The company, which was founded in 2016, recently expanded into a 32,000 sq ft warehouse to help manage its increasing operations.

Zatu has so far secured distribution rights to Wonderbow Games’ Kelp: Shark vs Octopus, titles from publisher Incredible Dream including the Kinfire series and A Gentle Rain, and games from Iconiq Studios, which specialises in licensed games based on franchises such as SAW, Evil Dead and Tomb Raider.

As spokesperson for the company told BoardGameWire last month that it is already working with “a large number of game stores”, as well as major British bookseller Waterstones, which has become known in recent years for also stocking a wide range of modern hobby board games.

Javon Frazier, CEO of Maestro Media, said, “We take great pride in the games we create, so it’s essential we partner with those who share that same passion.

“Zatu has consistently championed our titles, and we’re truly excited to build on that success together.”

Toby Davies, commercial director at Steamforged Games, added, “Zatu has been a trusted partner through their fulfilment team, and we’ve always valued their reliability and understanding of our products.

“Expanding that relationship into distribution, too, feels like a natural next step. They know our games, our audiences, and where those games belong – and that makes all the difference.”

Last month Zatu moved to fend off a wave of online criticism claiming it exploits low-paid apprentices and runs a toxic ‘hire-and-fire’ culture in its growing warehouse operation.

The company has been hit with a spate of reviews over the past few months slamming the business on jobsite Indeed, where it posts adverts for its warehouse roles, as well as on workplace review website Glassdoor and via a series of excoriating Reddit posts, which have since been deleted.

Two months ago Maestro Media signed an exclusive distribution deal with Asmodee for its English language products in the US, United Arab Emirates and South Africa.

That deal came 18 months after Maestro agreed a global distribution deal with Flat River Group, which saw it take on responsibility for managing sales, marketing, and events for Maestro’s English catalogue.

Flat River has slashed its North American hobby game distribution operation this year in the face of US tariff pressures, with industry veterans Jules Vautour, Colin Young and Danni Loe leaving the company to revive distributor Luma Imports under ACD Distribution.