COMPETITIVE LANDSCAPE
Nintendo Switch 2 launch to reshape competitive landscape
In 2024, the competitive landscape of video games in Italy remained fairly consolidated, with the top five global companies accounting for 56% share of value sales, which was two percentage points above the Western European average. Concentration remained unchanged over 2019-2024.
Steam Deck boosts gaming with recording feature and parental controls
Valve's Steam Deck continues to be popular, with sales increasing in 2024, albeit at a slower rate. In late 2024, the company introduced a game-recording feature, allowing players to capture and share gameplay footage with others.
Microsoft adopts multiplatform strategy as gaming moves beyond hardware
Microsoft is implementing new strategies to maintain relevance among gamers outside of Xbox sales, due to consumers questioning physical devices in favour of mobile and online games. As gaming undergoes a transition from hardware-specific models, Microsoft announced its multiplatform strategy, making first-party titles available across multiple platforms and bringing some games to other consoles.
Warner Bros. Games expands Harry Potter games and theme park experiences
In 2024, Warner Bros. Games introduced Harry Potter: Quidditch Champions, a multiplatform game available for PlayStation and Xbox consoles, as well as PC (Steam and Epic) for the Digital Standard and Deluxe Editions.
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Overview:
Understand the latest market trends and future growth opportunities for the Video Games industry in Italy 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 Italy, 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 Italy 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 Italy?
- Which are the leading brands in Video Games in Italy?
- How are products distributed in Video Games in Italy?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Italy?
- 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 Italy - Category analysis
KEY DATA FINDINGS
Growth in video games driven by mental wellbeing, online play, and multiplayer engagement
Growth of video games software soars due to mental health benefits
Ubisoft and Mattel expand Uno franchise through video game partnerships
Established franchises drive video game sales amid rising development costs
Video games software projected to spearhead growth
Established franchises and digital platforms to drive industry growth
Opportunities and headwinds
Nintendo Switch 2 launch to reshape competitive landscape
Steam Deck boosts gaming with recording feature and parental controls
Microsoft adopts multiplatform strategy as gaming moves beyond hardware
Warner Bros. Games expands Harry Potter games and theme park experiences
E-commerce leadership sustained by entertainment integration and in-store brand reinforcement
Square Enix to launch games across all platforms after sales disappointment
NetEase gains top-seller status with free-to-play game
Consumers switch to online gaming, impacting hardware sales
Toys and Games in Italy - Industry Overview
Growth fuelled by video games, kidult trend, collectibles, and e-commerce
Video games records fastest growth
Tamagotchi relaunch targets nostalgic adults amid kidult trend
Collectibles gain popularity, driven by limited editions and social media
Moana film drives merchandise sales with Mattel and JAKKS Pacific
Video games to lead industry growth
Cloud gaming and personalisation to shape future gaming experiences
Toy affordability improves but inflation still hampers sales growth
Fila targets adults with Didò variations amid changing market
MGA launches Bratz Mean Girls doll line with Paramount Consumer Products
Peg Perego reduces workforce amid sales decline, acquisition possible
Plaion relaunches vintage console, targeting nostalgia and adult consumers
E-commerce remains dominant distribution channel, although in-store remains important
Pop Mart opens first store, targeting kidults with licensed figures
TV adverts drive board game popularity, particularly Monopoly, Cluedo and Forza 4
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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