COMPETITIVE LANDSCAPE
Competitive landscape becomes increasingly fragmented
The competitive landscape of video games became increasingly fragmented over the review period, particularly when compared to the level of consolidation in Western Europe. Compared to 2019, when the top five global companies held 45% value share, this figure fell to 41% in 2024.
Familiarity and loyalty drive the most popular video game titles
Many local consumers tend to favour popular games rather than playing titles by new publishers. Video games tend to be a means of socialising, and therefore consumers tend to play specific games with their friends rather than trying out a new option on their own.
Heidi Klum and Lego leverage games for market position
The trend of focusing on core brands within video games reflects the consumer preference for established titles, often used as social platforms. Games such as Roblox and Fortnite function as comprehensive platforms, maximising audience reach by offering diverse experiences and reflecting this preference.
Nintendo Switch 2 and MSI Claw poised for release in 2025
Video games in Germany is on the cusp of further product innovation, with the anticipated launch of Nintendo Switch 2 and MSI Claw in 2025. The latter is from a Taiwanese electronics company, which introduced its new Claw A8 hand-held console at Computex 2025, powered by AMD to offer greater hardware flexibility.
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Overview:
Understand the latest market trends and future growth opportunities for the Video Games industry in Germany 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 Germany, 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 Germany 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 Germany?
- Which are the leading brands in Video Games in Germany?
- How are products distributed in Video Games in Germany?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Germany?
- 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 Germany - Category analysis
KEY DATA FINDINGS
Video games software drives sales due to rising demand for digital content
Video games software drives sales despite overall category decline
Mobile games remains most popular software platform in Germany
Supercell's Squad Busters leverages in-game purchases, following Brawl Stars model
Video games software to further drive overall sales
Digital drives growth as casual gamers embrace cloud gaming
Nintendo Switch 2 launch to potentially stimulate growth; VR adoption to wane
Competitive landscape becomes increasingly fragmented
Familiarity and loyalty drive the most popular video game titles
Heidi Klum and Lego leverage games for market position
Nintendo Switch 2 and MSI Claw poised for release in 2025
Retail e-commerce strengthens dominance as distribution channel for video games
Digital downloads lead to GameStop closures; but physical games retain younger consumers
Toys and Games in Germany - Industry Overview
Despite weak performance, positives include collectibles and digital integration
Toys and games in Germany records downturn due to decline of video games
Collectibles boost sales of toys and games
Parents increasingly favour toys that both excite and educate their children
Video games to drive future growth of toys and games
Licensing and influencer collaborations to help shape industry
Digital integration and further retail e-commerce growth
Fragmented industry sees increasing concentration due to brand monopolisation
Brands collaborate to broaden market reach in toys and games
Retail e-commerce strengthens position as dominant distribution channel for toys and games
Online growth challenges offline stores and necessitates omnichannel strategy
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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