COMPETITIVE LANDSCAPE
Microsoft shifts focus to try and boost its share of sales
Concentration in video games in the US decreased over 2019-2024, with the top five companies accounting for 41% of value sales in GBO terms in 2019, while in 2024 the the top five companies accounted for 38% of value sales, similar to the North America average of 37%. Players such as Nintendo, Sony, and Microsoft have all been seeing declining shares of sales, which is natural considering the console lifecycle at this time.
Niantic sells its game studio to Scopely amid market shifts
In early 2025, Niantic, the developer behind the popular mobile game Pokémon Go, sold its game studio to Scopely, which was acquired by Saudi Arabia's Savvy Games Group in 2023. The deal reflects a broader trend of video games becoming less delineated by console type and brand.
Big Mode thrives amidst financial pressures and triple-A failures
Independent publishers such as Videogamedunkey's Big Mode, which released the popular Animal Well, tied into PS Plus monthly games, have found success in an industry that often struggles to incentivise indie developers to create games. These successes stand in stark contrast to the repeated negative reactions to poorly executed triple-A offerings.
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Overview:
Understand the latest market trends and future growth opportunities for the Video Games industry in USA 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 USA, 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 USA 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 USA?
- Which are the leading brands in Video Games in USA?
- How are products distributed in Video Games in USA?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in USA?
- 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 the US - Category analysis
KEY DATA FINDINGS
Kidult-focused releases, online connectivity, and innovative business models fuelled growth
Video games software drives growth, targeting kidults with key releases
Pokémon capitalises on the card collecting trend; Digimon emulates its approach
PlayStation drives cloud gaming via streaming and peripherals
Final Fantasy VII remake highlights the complexities of kidult-driven remakes
Video games software set to drive growth in video games
Focus on core brands expected to shape video games moving forward
E-sports set to be a growth area along with investment and professionalisation
Indie developers gain ground amid triple-A issues and publisher layoffs
Microsoft shifts focus to try and boost its share of sales
Niantic sells its game studio to Scopely amid market shifts
Big Mode thrives amidst financial pressures and triple-A failures
Digital channels dominate video games retail, particularly software, propelled by subscriptions
Hypermarkets remains an important channel for sales of video games hardware
Digital key resale platforms grow alongside digital distribution
Toys and Games in the US - Industry Overview
Growth driven by kidults, tech innovations and rising cloud gaming
After decline for toys and games in 2023, video games drives growth in 2024
Success of Final Fantasy VII Rebirth and Lego exemplifies growth of the kidult trend
PlayStation pushes cloud gaming via PS Portal and subscription services
Video games to lead growth in toys and games
Core brands and media-related releases set to impact the trajectory of toys and games
Community, legacy and innovation set to contribute to growth
Fisher-Price is revitalised and Lego maintains growth in a fragmented landscape
Spin Master acquires Melissa & Doug amidst pre-school market challenges
Fisher-Price and Hasbro reinvigorate core brands amid consumer caution
Microsoft’s change of strategy in response to falling sales
E-commerce boom driven by video games software and competitive pricing strategies
Physical retail also remains important, with omnichannel retailing prevalent
Mattel set to open its first theme park, also expanding its retail presence
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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