COMPETITIVE LANDSCAPE
Sony gains dominance of video games hardware with new PlayStation launch
The competitive landscape of video games in Malaysia became increasingly consolidated over the review period, with the top five global companies accounting for 35% share of value sales in 2024, compared to 31% in 2019, but remaining below the Asia Pacific average of 45%.
Kurechii update features local culture; popular games achieve high satisfaction
In July 2024, local games developer Kurechii released a new update, Postknight 2: Dev'loka the Walking City, which featured local delicacies such as kopi-o and nasi lemak, reflecting the country’s diverse cultures.
Nintendo to launch upgraded Switch console to boost demand
In late 2025, Nintendo is expected to introduce Nintendo Switch 2 in Malaysia, featuring a larger display, rounder corners, and an increased size. This new static console is intended to stimulate demand, as the previous model was released in 2017.
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Overview:
Understand the latest market trends and future growth opportunities for the Video Games industry in Malaysia 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 Malaysia, 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 Malaysia 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 Malaysia?
- Which are the leading brands in Video Games in Malaysia?
- How are products distributed in Video Games in Malaysia?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Malaysia?
- 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 Malaysia - Category analysis
KEY DATA FINDINGS
Further shift towards digital content and rising interest in esports help drive video games
Mobile games drives growth within largest category of video games software
Local developers cater to demand for culturally relevant games
Cloud gaming platforms offer flexible subscriptions and expand services
Some adults still invest in static consoles for leisure despite economic pressures
Disposable income growth set to drive future expansion of video games
Cloud gaming and AI to drive growth and shape consumer behaviour
Games with local elements and esports to see rising popularity
Sony gains dominance of video games hardware with new PlayStation launch
Kurechii update features local culture; popular games achieve high satisfaction
Nintendo to launch upgraded Switch console to boost demand
Retail e-commerce remains dominant due to popularity of digital games
Offline stores preferred for video game hardware purchases
Impulse Gaming expands retail presence with new flagship stores
Toys and Games in Malaysia - Industry Overview
Kidults and video games drive sales amid inflation and falling fertility rates
Strong growth for traditional toys and games, but video games dominates sales
Monsta and Wau Animation drive innovation via cultural appeal and licensing
Affordable cloud gaming passes boost accessibility for local gamers
Rising incomes to drive expansion of toys and games over the forecast period
Greater interest in STEM-based toys to foster learning through play
Millennials to help drive sales as local birth rates fall
Competitive landscape led by video games companies
Boboiboy Galaxy and Ejen Ali benefit from licensed merchandise partnerships
Mattel adjusts production amid tariffs and capacity expansion
Physical stores regain share as consumers enjoy in-person toy shopping
Impulse Gaming expands with new flagship store in Johore
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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