COMPETITIVE LANDSCAPE
Activision Blizzard acquisition drives Microsoft share gain, while Nintendo loses ground
The competitive landscape of video games in Singapore is highly fragmented, with the top five global companies accounting for a 24% share of value sales in 2024, which is lower than the Asia Pacific average of 45%. Category concentration decreased over the review period, with the top five global companies holding 36% value share in 2019.
Independent game studios drive dominance of “others”
Increasing fragmentation within video games is due to the rise of smaller players, with “others” gaining further share to dominate overall. Many of these players are independent game studios, attracting consumers with unique, innovative and diverse gaming experiences and content.
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Overview:
Understand the latest market trends and future growth opportunities for the Video Games industry in Singapore 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 Singapore, 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 Singapore 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 Singapore?
- Which are the leading brands in Video Games in Singapore?
- How are products distributed in Video Games in Singapore?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Singapore?
- 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 Singapore - Category analysis
KEY DATA FINDINGS
Players increasingly search for enhanced experiences amid rise of cloud gaming
Video games declines amid anticipation for new hardware launches
M1 leverages infrastructure for cloud gaming adoption with attractive GamePRO plan
Sony and Nintendo invest in consoles amid inflation
Video games software to lead category growth over the forecast period
New consoles and software to drive spending in local market
AI-driven game development improves user engagement with realistic characters
Activision Blizzard acquisition drives Microsoft share gain, while Nintendo loses ground
Independent game studios drive dominance of “others”
Retail e-commerce dominates video game distribution with significant expansion
Local gaming convention and competitions aim to increase interest in video games
Toys and Games in Singapore - Industry Overview
Traditional toys and games keeps overall growth positive amid video games decline
Traditional toys and games gains ground, while video games declines in Singapore
Blind box trend driven by social media and collector psychology
BANDAI leverages kidult trend with community events and model creation
PlayStation5 Pro and Nintendo Switch 2 attempt to attract consumers through enhanced gaming
Video games to resume growth and lead overall toys and games
Sustainability and AI-enhanced games to shape demand for toys and games
Digitalisation to influence distribution strategies
Companies must develop toys with values important to Generation Alpha
Lego and Pop Mart brands gain ground in fragmented competitive landscape
Pop Mart uses series diversity and “FOMO” to drive purchases
Offline stores remain key for traditional toys and games, while online dominates video games
Pop Mart Robo Shop vending expands access to products to support growth
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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