Toys and Games in South Africa
Video games drives dynamic growth as mobile and cloud gaming gain popularity
Video games drives growth, although traditional toys and games also performs well
MTN Cloudplay launch expands cloud gaming accessibility on mobile devices
Chart 2 MTN Cloud Play Allows Streaming Consol Quality Games on Mobiles
Talent10 Holdings invests due to growth in mobile games
Mattel and Lego leverage Formula 1 licensing to target adult fans
Chart 3 Lego Partners with Red Bull F1 Racing Team to Collaborate on LEGO Technic Model
Video games will remain the leading category in toys and games
Growth for mobile games, cloud gaming, and subscription services
Popularity of e-sports set to continue to rise
New launches set to drive growth across categories
Licensing and films will contribute to growth in toys and games, and drive the kidult trend
Gradual shift towards more sustainable traditional toys and games
Companies in video games lead a consolidated competitive landscape
The tough economic climate drives growth for mobile games and private label
Lego, Sony, and Nintendo announce new products and partnerships
Growth for retail e-commerce prompts offline retailers to adopt omnichannel strategies
Toys”R”Us and Zuru enhance the shopping experience
Amazon's arrival intensifies the competition in retail e-commerce
Chart 5 Real GDP Growth and Inflation 2019-2029
Chart 6 PEST Analysis in South Africa 2024
Chart 7 Key Insights on Consumers in South Africa 2024
Chart 8 Consumer Landscape in South Africa 2024
Summary 1 Research Sources
Traditional Toys and Games in South Africa
Sustainable, inclusive, and kidult-focused traditional toys and games are popular
Scientific/educational toys experiences dynamic growth in popularity
Formula 1 licensing deal to produce Hot Wheels toys
Chart 10 F1 And Hot Wheels Teams Up to Target Kidults with F1 Range Collectibles
A move towards sustainable and inclusive traditional toys and games
Chart 11 Fisher-Price Focused on Production With Eco-Friendly Materials
Construction is anticipated to remain the largest category within toys and games
Personalisation and technological integration will be important to remain competitive
Continued focus on sustainability anticipated
Educational value will remain important to maintain a competitive edge
E-commerce growth will drive the need for an enhanced online retail infrastructure
Mattel maintains its lead, with Hot Wheels performing well
Mattel and Hasbro leverage licences to expand their reach
Shoprite and Toys” R”Us invest in private label toy lines
Formula 1 partners with Mattel and LEGO Group for branded merchandise
Traditional toys and games stores continues to lead, with Lego providing an immersive experience
Zuru invests to improve the shopper experience
Toys”R”Us improves its online platform and its store-based experience
Chart 12 Toys”R”Us Expands and Improves Its Online Shopping Platform
Amazon's entry intensifies e-commerce competition and drives online focus
Video Games in South Africa
Video games software drives growth; Amazon’s entry increases the competition
Mobile games and online games and subscriptions drive growth in video games software
MTN's Cloudplay launch intensifies the competition in cloud gaming
Subscription services expand access to gaming amidst high demand
Chart 16 Nvidia GeForce Now, Introduced by Rain, Constantly Sells-Out Owing to High Demand
Talent10 Holdings invests in mobile games due to rising demand
Chart 17 Talent10 Develops PC & Mobile Game Inspired by Its Film, Boys Kills World
Video games software set to see strong growth, and remain the largest category in 2029
Mobile games expected to thrive due to affordability and games to address a broader demographic
Cloud gaming, subscriptions, and AI personalisation set to drive growth for video games software
Growth of e-sports set to continue, with the support of key organisations
South African games studios set to gain greater international recognition
Microsoft leads a concentrated competitive environment
Tencent rises up the ranking due to growth for mobile games
PlayStation Pro has a positive reception, while Nexus Hub lists Nintendo Switch 2 for pre-order
Retail e-commerce outpaces offline retail in video games
Amazon's launch intensifies the competition in retail e-commerce
Offline retail remains important, particularly for hardware purchases