Video Games in the United Kingdom

Video games in the UK witnessed a marginal downturn in 2024, attributed to postponed game launches and a pivot towards subscription services. Hardware sales were also impacted as consumers anticipated new console releases and explored cloud gaming alternatives. Subscription models and partnerships are shaping consumer interaction, with a preference for access over one-time purchases. Retail e-commerce remains the dominant distribution channel, with market concentration on the rise. Euromonitor International's Video Games in United Kingdom report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change. Product coverage: Video Games Hardware, Video Games Software. Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data. Why buy this report? * Get a detailed picture of the Video Games market; * Pinpoint growth sectors and identify factors driving change; * Understand the competitive environment, the market’s major players and leading brands; * Use five-year forecasts to assess how the market is predicted to develop. Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.


Video Games in the United Kingdom
Euromonitor International
June 2025
List Of Contents And Tables
VIDEO GAMES IN THE UNITED KINGDOM
KEY DATA INSIGHTS
2024 DEVELOPMENTS
Video games software drives sales, while subscription models are increasingly favoured
CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
Sales of video games decline as consumers await new releases
Activision Blizzard’s Game Pass launch threatens PlayStation Plus subscriptions
CHART 2 Call of Duty: Black Ops 6 Launches on Xbox Game Pass
Disney and Epic Games partnership engages consumers through Fortnite
CHART 3 Disney Partners with Epic Games
Xbox Game Pass changes consumption and threatens console sales
WHAT’S NEXT?
Video games to experience faster expansion than the regional average
Subscription services gain popularity, impacting traditional video game purchases
CHART 4 Analyst Insight
New consoles face challenges amid subscription growth and headset potential
COMPETITIVE LANDSCAPE
Increasing consolidation, while Xbox pivots
Consolidated landscape of static consoles dominated by Sony Corp
CHANNELS
Retail e-commerce remains dominant distribution channel for video games
Currys partners with Microsoft to provide in-store Xbox repairs
COUNTRY REPORTS DISCLAIMER
CHART 5 Key Trends 2024
CHART 6 Lego Expands Botanicals Collection
CHART 7 Disney Collaborates with Epic Games to Create Fortnite Universe
CHART 8 Analyst Insight
CHART 9 Liledu Launches in the UK
CHART 10 Real GDP Growth and Inflation 2019-2029
CHART 11 PEST Analysis in the United Kingdom 2024
CHART 12 Key Insights on Consumers in the United Kingdom 2024
CHART 13 Consumer Landscape in the United Kingdom 2024
TOYS AND GAMES IN THE UNITED KINGDOM
EXECUTIVE SUMMARY
Growth driven by kidult trend, sustainability and influence of strategic alliances
KEY DATA INSIGHTS
INDUSTRY PERFORMANCE
Traditional toys and games records most rapid value growth
Lego expands Botanicals range, targeting kidults with complex construction sets
Disney and Epic Games partnership extends media influence in Fortnite
WHAT’S NEXT?
Video games to spearhead growth in toys and games
Kidults and tech integration to influence development of traditional toys and games
Sustainability to be a major trend in local market moving forwards
Dominance of retail e-commerce to support greater uptake of subscription services
COMPETITIVE LANDSCAPE
LEGO Group gains share as Mattel and Hasbro focus on collectibles
Independent games struggle to compete with AAA titles due to limited funding
New range of LOL Surprise! dolls fails to appeal to younger children
Mattel’s ongoing commitment to supporting diversity and inclusion
CHANNELS
Retail e-commerce continues to dominate, while traditional toy shops decline
Currys partners with Microsoft for Xbox repairs
Liledu enters subscription services with play-and-swap model
ECONOMIC CONTEXT
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER

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