COMPETITIVE LANDSCAPE
Major games studios maintain leadership through user retention strategies and price rises
In 2024, video games in Mexico was highly fragmented, with the top five companies accounting for 48% of value sales, which was above the Latin American average of 37%. Concentration decreased between 2019 and 2024, as the top five companies accounted for 51% of value sales in 2019.
Epic Games experiences growth through expanded content offerings
Epic Games, the developer of the popular video game Fortnite, experienced value share growth in Mexico in 2024. This was driven by the company’s efforts to expand its character roster, add new features to its free-to-play game, and encourage players to buy in-game items, such as the addition of Messi as a playable character.
Google funds indie studios to foster growth
In recent years Google has offered funding to Latin American independent games companies through its Indie Game Fund to foster their growth. The fund is aimed at independent games developers which have previously launched their titles on Google Play, as well as those available on other mobile platforms, PC, and console.
Square Enix targets kidults with nostalgia
Within video games software, Square Enix’s launch of the action role-playing game Final Fantasy 7 Rebirth in late 2024 was particularly notable, targeting kidult consumers with nostalgia for the franchise, which originated in 1987. This strategic launch was the second game of the Final Fantasy 7 remake trilogy, and allowed Square Enix to maintain its value share in Mexico in 2024.
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Overview:
Understand the latest market trends and future growth opportunities for the Video Games industry in Mexico 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 Mexico, 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 Mexico 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 Mexico?
- Which are the leading brands in Video Games in Mexico?
- How are products distributed in Video Games in Mexico?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Mexico?
- 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 Mexico - Category analysis
KEY DATA FINDINGS
Video games software drives growth, with subscriptions an important trend
Video games software leads growth amidst platform evolution and promotions
Xbox Cloud Gaming and Amazon collaboration expands the reach of cloud gaming
Final Fantasy leverages nostalgia to engage kidult gamers, while also engaging a younger audience
Shift towards subscription models for video games
Video games software set to drive growth over the forecast period
Infrastructure improvements and high smartphone penetration will drive growth for mobile games
Cloud gaming and subscriptions will capture consumers’ interest, but computer games will also remain popular
Gaming headsets expected to be the most dynamic in video games hardware
Major games studios maintain leadership through user retention strategies and price rises
Epic Games experiences growth through expanded content offerings
Google funds indie studios to foster growth
Square Enix targets kidults with nostalgia
Retail e-commerce extends its leading share as cloud gaming rises
Offline sales remain relevant for games for older consoles, and video games hardware
Toys and Games in Mexico - Industry Overview
Dynamism driven by the kidult trend, subscriptions, and cloud gaming
Video games drives growth and remains the largest category
Kidults is an increasingly important consumer group
Nintendo adjusts its pricing strategy to boost Switch Online subscriptions in 2024
Video games set to lead value growth, although traditional toys and games will also perform well
Cloud gaming and subscription models set to reshape toys and games
Gaming headsets expected to gain popularity
Kidults likely to shape growth in traditional toys and games
Retail e-commerce set to maintain its rising trend
Mattel and Hasbro face challenges, but Microsoft extends its lead
Fortnite's popularity boosted by character features and server expansion
Mattel to launch Formula One Hot Wheels collection targeted towards kidults
Retail e-commerce maintains its lead and sees the highest growth
Improvements to company operations boost sales of toys and games via retail e-commerce
Erosion of offline share, but bricks-and-mortar outlets remain important
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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