COMPETITIVE LANDSCAPE
Microsoft’s leadership is supported by its strength in video games software
The competitive landscape of video games in Australia became increasingly fragmented over the review period. The top five global companies accounted for 40% share of value sales in 2024, which was a decrease from 43% share in 2019, and marginally below the regional average of 41% share.
Hazelight finds success with story-driven cooperative adventures
Hazelight Studio, a Swedish independent game developer, has seen rapid growth due to its focus on innovative cooperative gameplay, as seen in It Takes Two, which had sold 23 million copies by early 2025 since its release in 2021. The game’s engaging narrative and co-op mechanics have resonated with players, driving success through word-of-mouth and critical acclaim, despite a modest marketing budget.
Kadokawa and Sony collaborate to expand gaming presence
Kadokawa and Sony have entered into a strategic capital and business alliance to bolster their presence in the gaming and pop culture arenas. Kadokawa, a Japanese publishing company, also develops video games based on its intellectual properties.
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Overview:
Understand the latest market trends and future growth opportunities for the Video Games industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Video Games industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Video Games in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Video Games in Australia?
- Which are the leading brands in Video Games in Australia?
- How are products distributed in Video Games in Australia?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Australia?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Video Games in Australia - Category analysis
KEY DATA FINDINGS
Strong performance driven by increasing interest in digital content
Video games software growth is driven by digital social interaction
Black Shark AI and Microsoft create realistic immersion for flight simulator
Roblox and PUBG partnerships boost engagement through exclusive content
Sega explores subscription gaming service, intensifying competition and increasing player loyalty
Video games software set to continue driving category sales
AI and the metaverse to increasingly influence future development
Further penetration of mobile games driven by accessibility and low entry costs
Microsoft’s leadership is supported by its strength in video games software
Hazelight finds success with story-driven cooperative adventures
Kadokawa and Sony collaborate to expand gaming presence
Retail e-commerce retains dominant distribution for video games
Woolworths and Big W Minecraft promotion looks to leverage film launch
Toys and Games in Australia - Industry Overview
Kidults and video games drive overall growth in 2024
Video games drives sales and growth overall
McDonald’s leverages nostalgia with Pokémon Happy Meals to target kidults
Funko leverages blind boxes to drive collectability and repeat purchases
Video games anticipated to continue driving growth of toys and games
Affordability and social media to drive growth of traditional toys and games
Online sales will continue to dominate but potential social media ban might reduce marketing access to younger consumers
Microsoft and Electronic Arts lead overall, driven by growth in digital games
Pop Mart expands, driven by Labubu popularity and repeat custom
Kadokawa and Sony alliance to enhance games’ global footprint
Pokémon taps nostalgia trend with new mobile application
Nintendo and Sea Life partnership leverages brand strengths to enhance engagement
Kmart broadens toy offerings while e-commerce growth is gradual
EB Games uses subscriptions to retain customers amid retail challenges
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Video Games
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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Video Games
This is the aggregation of video games hardware and video games software. Electronic/computerised educational toys such as Speak & Spell and LeapFrog are excluded from video games and included under pre-school. Video gaming population refers to the population that played a game at least once in the last 6 months on any covered platform. This includes players who have not spent any money on game purchases or in-game content purchases.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Video Games research and analysis database.
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