COMPETITIVE LANDSCAPE
Top companies gain share amid growth of mobile games
The competitive landscape of video games became more concentrated over the review period, with the top five global companies accounting for 57% of value sales in 2024, compared to 56% in 2019, and above the Western European average of 54%. Video games hardware recorded a significant sales decline in 2024 due to market saturation following increased electronic device purchases during the pandemic, while sales of video games software continued to rise.
BANDAI NAMCO and Krafton expand games portfolios to solidify positions
In 2024, BANDAI NAMCO and Krafton Inc were among the key players in video games. BANDAI NAMCO, a console games company, saw success with titles such as Dragon Ball: Sparking Zero.
Niantic sells gaming division to Scopely; Ubisoft explores buyout options
In Switzerland, Niantic, the developer of Pokémon Go, has announced the sale of its gaming division to Saudi-owned Scopely. This will allow Niantic to focus on artificial intelligence, while Scopely aims to grow its audience to over 500 million players.
Switch 2, GTA 6, Assassin’s Creed, and Monster Hunter release dates loom
The anticipated launch of the Nintendo Switch 2 is scheduled for June 2025. The industry is also awaiting the release of GTA 6 (Grand Theft Auto) in the autumn of 2025 on consoles, the title having won Most Wanted Game at the Golden Joystick Awards and Most Anticipated Game at the Game Awards in 2024.
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Overview:
Understand the latest market trends and future growth opportunities for the Video Games industry in Switzerland 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 Switzerland, 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 Switzerland 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 Switzerland?
- Which are the leading brands in Video Games in Switzerland?
- How are products distributed in Video Games in Switzerland?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Switzerland?
- 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 Switzerland - Category analysis
KEY DATA FINDINGS
Further move towards digital content drives sales of video games software
Video games software remains largest and most dynamic category overall
Xbox Cloud Gaming expands offerings via “Bring Your Own Games” program
No Man's Sky uses AI to transform user engagement and personalisation
Subscription services drive digital games’ value upward
Video games software to drive overall category growth
Cloud gaming and personalisation transform gaming habits and spending
Mobile strategies, e-sports, and premium offerings to drive growth
Top companies gain share amid growth of mobile games
BANDAI NAMCO and Krafton expand games portfolios to solidify positions
Niantic sells gaming division to Scopely; Ubisoft explores buyout options
Switch 2, GTA 6, Assassin’s Creed, and Monster Hunter release dates loom
E-commerce remains dominant distribution channel
Samsung and Google announce mixed reality headset plans
Toys and Games in Switzerland - Industry Overview
Kidult trend contributes to sales, with brands targeting adults with nostalgic toys
Video games leads sales despite overall value decline
SVS protests unfair competition from Asian online marketplaces
Schleich replaces PVC with recyclable TPE to meet demand
Collectibles surge, driven by kidult trend and nostalgia
Video games set to record fastest growth over forecast period
Kidult trend impacts toys and games, while challenges arise
E-commerce to drive distribution but in-store experiences can create tangible experiences
Lego gains share to remain most popular brand overall
Tiptoi and Furby drive interest in interactive and tech-integrated designs
MGA merges with Zapf, Niantic divests and Ubisoft takeover considered
Hasbro, Spin Master and Nintendo launch new products in 2025
E-commerce gains ground while retailers adopt omnichannel approach
Toys R Us Asia uses stores to create immersive brand experiences
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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