Video games in the UK witnessed a marginal downturn in 2024, attributed to postponed game launches and a pivot towards subscription services. Hardware sales were also impacted as consumers anticipated new console releases and explored cloud gaming alternatives. Subscription models and partnerships are shaping consumer interaction, with a preference for access over one-time purchases. Retail e-commerce remains the dominant distribution channel, with market concentration on the rise.

In 2024, video games in China showed growth, primarily due to the increasing popularity of mobile games and online games and subscriptions, and the development of culturally relevant game titles. The integration of AI personalisation and local innovation, which often incorporates Chinese themes and narratives, had a significant impact. The category also saw an increase in consolidation among the top companies over the review period, and a growing interest in cross-platform and cloud gaming.

In 2024, video games in Australia recorded strong current value growth, despite a drop in hardware sales due to cost-of-living pressures. Notable trends included AI personalisation for improved gaming experiences and strategic partnerships to leverage franchise appeal. Subscription services also played a role in growth by providing cost-effective access to multiple games. The landscape shifted towards greater fragmentation, while e-commerce strengthened its dominance of distribution.

In Spain, video games saw current value sales rise in 2024, driven by video games software, especially online games and subscriptions. The advent of cloud gaming and subscription services has altered consumer behaviour, lessening dependence on hardware. There has been a shift in focus towards established brands, with innovation driven by enhancements to existing popular titles. Concentration in the competitive landscape has slightly decreased, while e-commerce remains the primary sales channel.

In 2024, video games in Switzerland recorded a decline in value sales, despite an increase in video game software sales, which was driven by mobile gaming, subscription models, and digital purchases. Key trends included cloud gaming, AI personalisation, and subscription services, which changed the user experience and consumer spending habits. The market became more concentrated, with leading brands maintaining their strength, while e-commerce remained the dominant distribution channel.

Video games in Japan saw a decline in value sales in 2024, largely due to inflation and its impact on consumers’ purchasing power. However, video games software experienced growth, especially online games and subscriptions. The category remained highly fragmented, with various mobile games being popular, driven by the success of well-known franchises and the gambling gacha system. Retail e-commerce was the leading sales channel, with platforms like Steam playing a key role.

Video games experienced value growth in Indonesia in 2024, driven by video games software. This was influenced by the popularity of mobile gaming, and the kidult trend, which increased spending on premium games and subscriptions. E-commerce platforms played a crucial role in distribution, offering accessibility and convenience. The competitive landscape remained highly fragmented, with key players having a presence in mobile games, and growth seen for players offering subscription models.

In 2024, video games in Italy experienced solid value growth, with the appeal of gaming as a positive pastime and its connection to mental wellbeing playing a significant role. The expansion of gaming software outpaced that of hardware, with mobile and online platforms seeing increased activity. Notable trends included the merging of video games and traditional toys, a focus on well-known franchises, and the rise of e-commerce. Consoles remained divided, with manufacturers investigating digital

In 2024, video games in the United Arab Emirates experienced growth, driven by demand for next-generation consoles and software. Key trends included a shift towards digital downloads and in-game purchases, along with a growing emphasis on sustainability and inclusivity, such as Arabic language support. The kidult trend also boosted sales, with adults seeking gaming for stress relief. The competitive landscape is fragmented, with the top companies holding a minority of value sales.

In 2024, video games in the US saw an increase in value sales, primarily due to video games software. Notable trends included the development of kidult-focused content, the expansion of cloud gaming, and the utilisation of established intellectual property. These trends were influenced by growing online connectivity, and the increasing prevalence of digital distribution.

Video games experienced strong growth in 2024, propelled by the rise of e-sports, multiplayer games, and gaming tournaments. Subscriptions played a role in shaping sales dynamics, and the increased accessibility of cloud gaming was facilitated by advancements in internet connectivity. E-commerce remained the leading sales channel, with retailers emphasising competitive pricing and streamlined operations. The rising presence of local developers is set to boost innovation and niche expertise. Roma

After the pandemic-induced demand spike, sales of toys and games recorded a marked decline in Western Europe in 2022, with stagnation being seen in 2023. Most countries have been impacted by high inflation, putting pressure on local consumers’ purchasing power. In addition, there were some supply chain problems in 2022, although these had largely been solved moving into 2023. Another year of stagnation is expected for 2024, before a return to positive growth is seen for toys and games from 2025.

Although sales were stagnating in Japan and declining in South Korea in 2023, a strong rebound in China helped drive positive growth in the overall regional toys and games market in this year. This followed the resurgence of COVID-19 cases in China a year earlier, which led to declining toy and games sales amid renewed lockdowns. Kidults continue to be a key target for traditional toys and games, with players also increasingly focussing on gender-neutral products to widen the target market.

Video games in India maintained its strong growth trajectory in current value terms in 2023, although the rate of increase slowed compared with 2022, due to factors such as economic uncertainty, inflation, and greater mobility outside the home. Consumer spending habits were also more restricted during the year, as some people preferred to save or divert spending from discretionary products to essentials. Furthermore, with the majority of employees returning to the office, the rate of increase fo

Video games in South Africa continued to see strong growth in retail current value terms in 2023. Video games hardware saw the strongest increase, with the category continuing to benefit from the dynamic growth of the next-generation consoles PlayStation 5, and Xbox Series X. Although these static consoles were released in 2020, many consumers in South Africa only started to purchase these products a few years after their initial release, which resulted in growth within the category. Some of thi

Video games in Germany continued to record positive growth in 2023 as the trend for gaming remained prevalent, ensuring value sales remained significantly higher than pre-pandemic levels. The category has acquired a huge number of gamers in Germany, especially during the pandemic, and although the number is now reaching the optimal phase, these “new” gamers continued to invest in their hobby in 2023.

2023 was a great year for video games in Sweden which was mainly thanks to the successful launch of several highly popular video games titles such as Hogwarts Legacy, Baldur’s Gate 3 and Zelda. Subscription rates also rose with many gamers seeing these services as a more economical way to play and try different titles for a mixed monthly fee.

Video games in Taiwan, similar to traditional toys and games, was impacted by 2023 being the country’s first full year without COVID-19 restrictions. Shrinking consumption power due to austerity and worries over inflation amid stagnant payment levels amongst the majority of office workers influenced demand trends. Despite underlying economic pressures, video games continued to see strong retail value (constant 2023 prices) growth. Video games continued to be enjoyed by adults for their intrinsic

Static consoles in Hong Kong recorded further growth in 2023, supporting leading brand Nintendo Switch. This was due to the commercial success of popular game titles such as Pokémon: Scarlet and Violet, and Animal Crossing: New Horizons, which have exceeded sales expectations, demonstrating the continued popularity of Nintendo’s flagship franchises. The consistent quality of its games in the eyes of fans and critics alike has also contributed to high sales figures, with Nintendo Switch becoming

Sales of toys and games are forecast to rebound from a sharp decline in 2022, with a return to growth over the forecast period, despite ongoing inflationary pressures and economic uncertainty. Video games account for two thirds of total toys and games sales, with growth being fuelled by the surging popularity of e-sports and streaming platforms like Twitch. While video games will continue to dominate, traditional toys are expected to see modest growth over the forecast period.

Continued high inflation and a weak local currency negatively impacted video games in Turkey in 2023. Though current value sales increased, constant value sales fell significantly. Also, a notable trend in 2023 was the shift from mobile games to computer and console games. This was mainly because the thriving local gaming industry focuses more on computers and consoles. Turkey is now one of the leading global gaming players, with significant investment pouring into the industry. In addition, a w

Robust sales continue for video games in Poland in 2023, showing ongoing resilience despite inflationary pressures. That said, economic uncertainty has resulted in consumers becoming more selective in their purchases, prioritising value and quality. For example, high levels of inflation have led to increased prices for consoles and games, affecting consumer purchasing decisions and pushing them towards seeking greater value, such as in bundled offers or second-hand markets. Geopolitical conflict

Video games hardware experienced remarkable growth in 2023 in Ukraine, largely driven by the rebound in imports compared to the previous year, resulting in the resurgence of leading companies like Sony Ukraine TOV. Notably, Sony Ukraine TOV witnessed a threefold increase in revenue during the same period, solidifying its position as a key player in the area. Concurrently, Video Games Software saw growth primarily propelled by digital platforms, while physical sales continued to decline. This shi

The market for video games in the Netherlands saw healthy growth in current value terms in 2023. Video gamers are, in general, not significantly influenced by inflation and therefore continued to support the category despite the difficult economic environment. While the industry faced challenges in the form of rising development costs, an increased consumer interest in subscription models and in-game purchases served to keep up-front costs low, and safeguard profitability.