Gaming studio Legend Story Studios scoops international business award
27 November 2023

The gaming studio and producers of one of the world’s biggest trading card
games ‘Flesh and Blood’ won Excellence in Brand Storytelling at the New
Zealand International Business Awards, lifting the gaming sector in NZ


Legend Story Studios, creators of the global trading card phenomenon Flesh and Blood, took home the Excellence in Brand Storytelling Award at the New Zealand International Business Awards.

The Excellence in Brand Storytelling Award recognises a business that excels in marketing themselves internationally, and in doing so are making New Zealand famous for more good things.

The judging panel said “Legend Story Studios has an amazing story, with the company creating a brand and product that is completely unexpected. The judges loved how they effectively used market hype and influencers to promote and grow their brand, leveraging their engaged community to achieve outstanding market penetration.”

The trading card game Flesh and Blood is available in over 4000 stores across nearly 50 countries, and is one of the few major gaming studios in New Zealand. This global reach, the integration of lore, storytelling and community alongside the continuous growth of Flesh and Blood helped secure the award which Legend Story Studios Founder and CEO James White hopes will grow the sector.

“Legend Story Studios winning the award is a huge boost for the gaming industry in New Zealand, raising the profile of gaming studios as a force of nature in New Zealand as the sector continues to rise. I want to thank the players of our game, the stores who stock us, our entire community and the team which has helped us win this prestigious award.”

In 2020 the New Zealand’s games industry more than doubled its annual revenue compared to 2018, and the 2022 annual report from the New Zealand Game Development Association showed its revenue grew 47% compared to 2021, reaching NZ$407 million.

On the same night Legend Story Studios also took home an award for the 2023 Deloitte Fast 50 Index, placing 13th.  Last year Legend Story Studios ranked at the very top of Deloitte’s Fast 50 Index with a record revenue growth of 6416 percent over the past three years.


Flesh and Blood is a hero centric fantasy trading card game which has fans equipping their hero to tabletop combat in over 45 countries around the world. Flesh and Blood challenges many fundamental laws of TCG design through a unique resource system and innovative combat dynamic, engaging players in full powered combat from the first turn of the game and wearing down as the battle progresses. For more information visit


Legend Story Studios is an independent game design and publishing company based in Auckland, New Zealand. In 2022 the studio ranked at the top spot in the Deloitte New Zealand Fast 50 Index. They design and publish the Flesh and Blood trading card game, which spent seven years in development before its worldwide debut in October 2019.  For more, visit Legend Story.