Ad Magic & Breaking Games Take On International Board Game Counterfeit Market With De La Rue Partnership

AdMagic, Breaking Games & De La Rue Place Proprietary Izon® 3D Photopolymer Authentication Labels on Millions of Tabletop Games to Combat Card and Board Game Piracy Worldwide

NETCONG, N.J., Aug. 24, 2017 (GLOBE NEWSWIRE) -- Counterfeiting is an ongoing issue that intellectual property owners have to face.  In recent years, it has become an even more serious problem that has impacted the economies of several countries worldwide, according to The Organization for Economic Cooperation and Development (OECD). With the resurgence in popularity of tabletop card and board games - combined with the increase of counterfeit goods - card games have become prime targets for counterfeiters. In addition to financial losses, there are also dangerous materials and the lack of chemical safety testing that go hand-in-hand with the illegal manufacturing of counterfeit goods.  

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Now, three companies have come together to help stop board game piracy in the  marketplace: Ad Magic, one of the fastest-growing and most successful independent custom tabletop game printers in the U.S., and Breaking Games, an award-winning game publisher and manufacturer, have partnered with De La Rue (LON-DLAR), a U.K.-based company with a distinguished 200-year heritage of supplying secure authentication solutions to governments and brand owners around the world. 

The three companies have teamed up to combat the board game counterfeit industry worldwide via De La Rue’s proprietary Izon® 3D photopolymer authentication labels, the strongest overt 3D protection solution currently available in the world. Custom 3D serialized authentication labels are currently deployed on the hugely successful and ubiquitous Exploding Kittens, Bears vs Babies and Joking Hazard games (all printed by Ad Magic). Izon® 3D photopolymer authentication labels will also be placed on millions of additional upcoming Ad Magic and Breaking Games titles.

In addition to the Izon® 3D photopolymer authentication labels currently on millions of Exploding Kittens, Joking Hazard and Bears vs Babies games, through their De La Rue partnership, Ad Magic and Breaking Games have also created their own branded anti-counterfeit hologram, which is now available to any game that Breaking Game manufactures.

“My philosophy with both Ad Magic and Breaking Games has always been to work with the best in game development – developers, manufacturers, and partners. As such, it is of the utmost importance to help protect their valuable intellectual property,” said Shari Spiro, CEO and founder of both Ad Magic and Breaking Games. “Since working with De La Rue, and using their Izon® 3D photopolymer authentication labels, we have already seen success in quelling the tabletop counterfeit industry worldwide. Together, we are committed to leading the charge to combat the counterfeit market, and educating consumers on how to spot a fake game.”

The De La Rue brand protection technology is a unique and fully serialized anti-counterfeiting solution based on a highly sophisticated and complex proprietary 3D imaging process developed in-house. The full parallax, 3D-custom designs allow people to view all four sides of an object imaged onto the Izon® photopolymer film, then made into authentication labels. Multiple images can be embedded into each Izon® solution, producing objects up close, with other objects appearing deeper in space. Izon Traceology®, an optional web-based software feature, allows smartphone users to authenticate in the cloud instantaneously, using standard DROID or Apple barcode-scanning apps, in combination with the serialized Izon® 3D authentication labels. This feature also provides users with additional information on the brand owners’ products, and displays a fully animated example of the scanned Izon 3D authentication label, making visual verification simple. Izon® 3D Photopolymer Authentication label features include:

  • 3D Model: Images are constructed as dimensional models in 3D space
  • Two-channel Effect: As the label is tipped from left to right, the image will change
  • Security Color: Text and background are different colors, with text in red
  • Multi-angle Text: As the viewer tips the IZON® label 90 ̊to the right and left, the label goes “dark” but a repeated pattern of “AUTHENTIC” appears
  • Serial Number: An eight-digit sequential serial number is printed on the finished IZON® label
  • Security Construction: The label includes a tamper-resistant construction with adhesive and security slits that cause destruction or damage to the label upon removal
  • Izon Traceology®: Web-based software feature allows smartphone users to authenticate in the cloud instantaneously using standard DROID or Apple barcode scanning apps in combination with the serialized Izon® 3D authentication labels.

“De La Rue is the only company in the world that produces Izon® photopolymer authentication labels,” said Keith Cutri, De La Rue North American Business Development Manager. “We understand the vast counterfeit industry, and welcome Ad Magic and Breaking Games as partners and exclusive suppliers of Izon® to combat board game knock-offs.”

“Per OECD, counterfeit toys not only cause financial loss but also involve serious health and safety risks to children,” continued Ms. Spiro. “We are absolutely committed to protecting our games, developers and IP. Through our partnership with De La Rue, we will fight the board game piracy issue. The government really needs to step up to the plate but until then, we will do everything in our power to combat our games being illegally copied, and consumers purchasing subpar games.”

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About Ad Magic
Ad Magic is one of the fastest-growing and most successful independent custom tabletop game printers in the United States. Ad Magic has printed more than 10 million customized card and board games, and is an advisor and printer for Exploding Kittens, the most successful fundraising campaign in Kickstarter’s history. For more information about Ad Magic, go to

About Breaking Games
Founded by Shari Spiro of Ad Magic – Breaking Games is a publishing company dedicated to getting the latest indie games to players’ tabletops. In its first two years, Breaking Games developed Mensa Select winners for 2015 and 2016, as well as IndieCade finalists, and multiple games in Target stores nationwide. Miss Spiro was awarded Ernst & Young’s Entrepreneur of the Year 2016 in New Jersey. Breaking Games uber-promotes their game designers because they are the rock stars of tabletop gaming. Designers work directly with the Breaking Games team on design, development, art, and promotion to bring their vision to life. Breaking Games is proud to produce some of today’s most innovative family, strategy and party games.

About De La Rue
De La Rue’s purpose is to enable every citizen to participate securely in the global economy. As a trusted partner of governments, central banks and commercial organisations, De La Rue provides products and services that underpin the integrity of trade, personal identity and the movement of goods.

As the world’s largest designer and commercial printer of banknotes, De La Rue designs, manufactures and delivers banknotes, banknote substrates and security features to customers in a world where currency will continue to be a key part of the developing payments eco-system. De La Rue is the only fully integrated supplier of both paper and polymer banknotes, and creates security features that ensure banknotes are protected against counterfeiting.

De La Rue is the world’s largest commercial printer of passports, delivering national and international identity tokens and software solutions for governments in a world that is increasingly focused on the importance of a legal and secure identity for every individual.

De La Rue also creates and delivers secure product identifiers and ‘track and trace’ software for governments and commercial customers alike to help to tackle the challenge of illicit or counterfeit goods and the collection of revenue and excise duties.

De La Rue is listed on the London Stock Exchange (LON-DLAR). For further information visit

Breaking Games Izon® 3D photopolymer authentication label

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