Families travelling across the UK during the summer holidays will have a new reason to look forward to motorway pit stops, thanks to a new partnership between Asmodee UK and Welcome Break.
With more than 21.6 million vehicles expected to hit UK roads during the school holiday period, the tabletop gaming giant is transforming traditional service station breaks into interactive “play stops” designed to bring families together through quick and accessible games.
South Mimms Pop-Up Kicks Off Summer Road Trip Tour
The first event will take place at Welcome Break South Mimms on Saturday, 25 July, from 10:00am to 3:30pm, where visitors can enjoy free access to a dedicated gaming area featuring a selection of travel-friendly titles.
Attendees will be able to try popular games including Dobble Classic, Exploding Kittens: Grab & Game, Flip 7, and the newly released CATAN On the Road and DNuP. The first visitors to arrive will also have the chance to receive complimentary game giveaways, including limited-edition Dobble Waterproof packs.
The initiative aims to encourage families to take a break from screens and long journeys by creating memorable moments together during rest stops.
Making Family Road Trips More Fun
Motorway service stations are often associated with quick food stops and fuel breaks, but Asmodee hopes to change that perception.
Roger Martin, Marketing Director at Asmodee, explained that the campaign is designed to help families make the most of their journeys, not just their destinations.
“Summer holidays are all about making memories together and that starts from the moment you set off. Long car journeys with little ones can be challenging, so we wanted to show that even a short motorway stop can become a chance to have fun and enjoy a few minutes of gameplay.”
The featured games have been selected for their portability, simple rules and quick play sessions, making them ideal companions for family holidays, road trips and weekend getaways.
Full Welcome Break Summer Play Tour Dates
Following the South Mimms launch, the travelling pop-up experience will visit several Welcome Break locations across the UK:
- South Mimms – 25 July
- Rotherham – 1 August
- Oxford – 8 August
- Warwick – 22 August
- Hopwood Park – 29 August
Visitors can drop in throughout the day to learn new games, join live sessions and discover entertainment options perfect for keeping passengers occupied during long journeys.
Growing Demand for Travel-Friendly Games
As family board gaming continues to grow in popularity, publishers are increasingly creating compact editions designed specifically for travel. Games such as Dobble and CATAN On the Road offer fast-paced gameplay that can be enjoyed during short breaks or carried easily in luggage.
The partnership between Asmodee and Welcome Break highlights how leisure brands are finding creative ways to enhance the travel experience during one of the busiest periods of the year.
For more information about Asmodee’s travel game collection, visit Asmodee UK.
