In 2024, video games in Hong Kong returned to growth after a year of decline, outperforming the regional average. The rise of subscription services and cloud gaming has made gaming more accessible to those who are looking for space-saving solutions. Mobile games continues to dominate, with hyper-casual games remaining popular. The competitive landscape is fragmented, but it benefits from government support and serves as a stepping stone for Chinese games looking to reach Western audiences.

Sales of video games in Malaysia experienced further growth in 2024, driven by mobile games and government support for esports. Greater smartphone penetration and affordability contributed to the rise in mobile gaming expenditure, particularly among younger consumers. Localised game development and the emergence of cloud gaming also played a role in shaping the category. E-commerce continued to dominate distribution, driven by the rising preference for digital content.

In France, video games saw a decrease in value sales in 2024, with declines for both hardware and software. Video games software suffered from limited innovations and releases, while hardware was affected by its strong performance the previous year, and the anticipation of new consoles. Subscription services faced challenges due to lower consumer spending. The competitive landscape is concentrated, with a few major players, including Microsoft, Nintendo and Sony, holding a high share of sales.

In 2024, video games experienced value growth in Brazil, driven by the innovative environment in video games software, improved affordability, and an increase in casual gamers. Key trends included the shift towards multi-platform gaming and the increasing popularity of subscription services. Increased concentration was seen in the competitive landscape, while e-commerce remained the primary sales channel, as the Pix payment system supports ease of online payment.

In 2024, video games in Turkey experienced a slowdown in growth due to high inflation and its impact on consumer spending. However, video game software continued to expand, driven by popular new releases, the growth of subscription services, and the shift towards digital and mobile gaming. The growth of e-commerce led to greater access to video games, but also intensified price competition. Subscription services faced challenges due to currency volatility and price increases.

In 2024, video games saw dynamic value growth in Ukraine, with increases for both hardware and software, largely due to greater consumer engagement and the launch of several high-profile games. Mobile games and Ukrainian-developed titles were key growth areas. Other trends included the increased popularity of e-commerce and digital video games software. Video games has a moderately concentrated competitive landscape, with the top five companies accounting for more than half of value sales.

In 2024, video games in South Korea recorded solid value growth, propelled by AI and digital content. Notable trends included AI-driven personalisation and strategic partnerships, which boosted gameplay and user acquisition. Companies focused on the global market with PC and console games, adhering to regulations mandating probability-based item disclosure. The competitive landscape is showing signs of consolidation, with major companies claiming considerable share.

Video games in Thailand recorded robust growth in 2024, propelled by greater internet access, a vibrant gaming community, and the increasing appeal of mobile gaming and esports. Notable trends included the rise of cloud gaming and a move towards digital game consumption via subscription models. The landscape is fragmented, with developers facing fierce competition, particularly in mobile gaming.

In 2024, video games in South Africa experienced value growth, propelled by video games software, although video games hardware also increased. Growth was driven by mobile games, due to cost-effectiveness and improved connectivity, and by online games and subscriptions, along with the introduction of new cloud gaming services. Retail e-commerce remained the leading sales channel, and saw strong growth, influenced by the market entry of Amazon, which intensified the competition.

Video games in Singapore recorded a value decline in 2024, driven by lower hardware sales and consumer anticipation for new models. Gamers are increasingly looking for new and innovative ways to play, such as enhanced gaming experiences. Cloud gaming and AI integration are two emerging trends that are helping to improve user engagement. The competitive landscape remained fairly fragmented, but retail e-commerce continued to dominate distribution.

In Mexico, video games saw significant value growth in 2024. Video games software was the most dynamic, due to strategic price promotions, but video games hardware also increased, driven by static consoles. The kidult phenomenon and the shift to subscription-based models significantly impacted sales, while cloud gaming has been transforming consumer habits. Major companies maintained their leadership through in-game purchases and subscription services, while retail e-commerce led distribution.

Video games in the Netherlands experienced value growth in 2024, with increases for both hardware and software. This was due to an expanding gamer population and consumer demand for diverse gaming experiences, in addition to the increased availability of cloud gaming and new releases. The emphasis on core brands shaped the category, with companies investing in established franchises. Retail e-commerce continued to dominate distribution, while Microsoft and Sony extended their leading positions.

Video games in the Philippines saw strong value growth in 2024, with video games software fuelling sales through the development of local content and the rise of subscription services. Strategic partnerships and government support also played a role in expansion. The retail landscape has been transformed by e-commerce and the emergence of cloud gaming, while the competitive environment remains highly fragmented due to the wide range of video games software available.

In 2024, video games in Argentina saw a notable rise in value sales, despite the influence of inflation on consumers’ purchasing power. Video games software recorded the most robust performance, propelled by a transition from conventional toys to digital forms of entertainment. The upsurge in subscription services and the trend of adult consumers engaging with products aimed at children also made positive contributions.

In 2024, video games in Sweden experienced solid value growth, propelled by hardware and software advancements, particularly major game releases and in-game subscriptions. Notable trends included cross-platform play, the kidult phenomenon, and AI-driven personalisation. E-commerce remained the dominant distribution channel, with digital distribution reshaping the retail environment. Competitive landscape concentration also increased, with the top companies holding over 50% value share.

In 2024, video games maintained slow value growth in Canada. Expansion was fuelled by the continued rise in sales of video games software, which offers cost-efficient, compelling entertainment. Trends were influenced by the consumer preference for established brands and the emergence of cloud gaming. The increasing popularity of e-sports also provided a further growth stimulus. The competitive landscape remained fragmented, while retail e-commerce continued to dominate distribution.

In 2024, video games in Germany witnessed a decrease in value sales, trailing behind the regional average. Software sales were the highest, primarily due to in-app purchases, while hardware sales experienced a double-digit decline. Notable trends included the increasing popularity of cloud gaming and a consumer preference for core brands. Although the competitive landscape witnessed a marginal decrease in concentration, it is still largely controlled by major players.

Video games saw robust value expansion in India in 2024, primarily propelled by mobile games, and online games and subscriptions. The surge in mobile games has been supported by the widespread adoption of smartphones and cost-effective data services. The development of games that incorporate Indian cultural elements has been a key strategy for engaging local consumers. The competitive environment remains highly fragmented, while retail e-commerce continues to dominate sales.

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.