COMPETITIVE LANDSCAPE
Xbox One Brand Maintains Microsoft position while PlayStation 5 faces challenges
Microsoft Corp remain the leading company in video games in Brazil in 2024, followed closely by Tencent Holdings. While Tencent Holdings gained shares as it remains popular with its PUBG offering and localised content, Microsoft Corp maintained the top position in video games thanks to its strengthening Xbox One Brand and static consoles, and its solid position in video games software.
Krafton's franchise success drives share increase in video games
Krafton Inc, the parent company of the popular PUBG franchise (PlayerUnknown's Battlegrounds), saw a substantial rise in its value share within video games in Brazil in 2024. PUBG Mobile, co-developed with Tencent, is especially popular among a dedicated Brazilian community and is supported by localised content, which includes Portuguese language support and region-specific gaming events.
Legend of Zelda and Final Fantasy drive sales with nostalgic appeal
The launches of The Legend of Zelda: Echoes of Wisdom, and Final Fantasy 7 Rebirth in Brazil in 2024/early 2025 underscore the sustained popularity of enduring video games franchises, particularly those with appeal to adult players, and the strong reception for Japanese brands within the territory. With a substantial consumer base of adults maintaining long-term engagement with Japanese consoles and games from the 1980s and 1990s, the local introduction of nostalgic games supported increased sales for their owners.
Subscription services help firms increase their revenues
Subscription services, which offer extensive games libraries, have become more popular and have helped major players to increase their revenues. For example, Electronic Arts has used popular titles to grow its sales, while platforms like Xbox and PlayStation have seen increased revenues.
Cloud gaming adoption requires better infrastructure to address latency issues
The expansion of cloud gaming in Brazil in 2024 enabled companies to strengthen their position by offering consumers a broad selection of games without the need for costly hardware. This model has found favour in a market where consumers are typically less inclined to pay premium prices for individual games.
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Overview:
Understand the latest market trends and future growth opportunities for the Video Games industry in Brazil 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 Brazil, 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 Brazil 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 Brazil?
- Which are the leading brands in Video Games in Brazil?
- How are products distributed in Video Games in Brazil?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Brazil?
- 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 Brazil - Category analysis
KEY DATA FINDINGS
Shift towards multi-platform gaming and increase in subscription services
Video games software thrives as subscriptions and cloud gaming services increase
Xbox expands cloud gaming, positioning itself as a cost-effective platform
Video games software, cloud gaming and subscriptions to drive growth
Focus on core brands to reinforce consumer loyalty
Investment in local games production to increase, despite affordability concerns
Xbox One Brand Maintains Microsoft position while PlayStation 5 faces challenges
Krafton's franchise success drives share increase in video games
Legend of Zelda and Final Fantasy drive sales with nostalgic appeal
Subscription services help firms increase their revenues
Cloud gaming adoption requires better infrastructure to address latency issues
Retail e-commerce remains the primary sales channel for video games
Mercado Livre launches new digital products category
Local consumers embrace e-commerce due to price sensitivity
Toys and Games in Brazil - Industry Overview
Kidult trend and established brands continue to drive growth
Cloud gaming and subscription services drive growth in video games
Estrela capitalises on nostalgia with Xuxa doll relaunch
Disney leverages brand recognition as dolls and accessories experiences decline
Mobile restrictions in schools see children embrace traditional games and outdoor play
Video games to lead toy and games expansion over the forecast period
Growth supported by digital expansion and continued popularity of licenced products
Diverse market strategy required in challenging environment
Mattel leads, while Hasbro declines due to franchise weakness
Share gain for Krafton, while Sunny invests in Pokémon licences
Lego partners with Galápagos to enter board games
E-commerce remains dominant, but in-store experience still matters for retailers
Ri Happy toy retailer partners with Estrela to introduce limited-edition retro line of classic toys
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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