APAC Tabletop Games Market Outlook to 2028

APAC Tabletop Games Market Overview

The APAC tabletop games market is currently experiencing growth, reaching a market size of USD 5.8 Bn, driven by a rising interest in board games, card games, and strategy games across key countries such as China, Japan, South Korea, and India. The demand is fueled by the increasing popularity of social gaming, coupled with the growing trend of in-person gatherings and game nights, especially after the easing of pandemic-related restrictions. Educational institutions are also incorporating tabletop games for learning purposes, further expanding the market.

Key markets such as China and Japan dominate the APAC tabletop games industry, owing to their rich cultural history of traditional board games and strong consumer demand for modern gaming experiences. In countries like South Korea and India, the rising disposable income of millennials and Gen Z, combined with increased internet connectivity, has led to a surge in both offline and online tabletop game sales.

Governments in the APAC region are actively supporting the integration of tabletop games into educational settings. In South Korea, the Ministry of Education has allocated USD 50 million to promote the use of board games in schools, particularly to enhance problem-solving and cognitive skills. Similarly, Japans Ministry of Education has introduced pilot programs that use tabletop games as a tool for improving collaboration and strategic thinking among students.

APAC Tabletop Games Market Segmentation

By Game Type: The market is segmented by game type into board games, card games, dice games, role play games, and others. Board games dominate the market due to their broad appeal and the rise in thematic, strategy-based, and cooperative games. Games like Ticket to Ride and Catan have captured the imagination of both casual players and gaming enthusiasts. Card games, including collectible trading card games such as Magic: The Gathering, also hold a market share, particularly in Japan and China, where competitive tournaments have gained massive followings.

By Distribution Channel: The market is further segmented by distribution channels into online retail, offline retail, specialty game stores, and gaming cafs. Offline retail channels hold the largest market share due to their strong presence in countries like Japan and South Korea, where gaming stores and cafs are highly popular. However, the online segment is growing rapidly, driven by e-commerce platforms like Alibaba in China and Flipkart in India, which have made tabletop games more accessible to a wider audience.

APAC Tabletop Games Market Competitive Landscape

The APAC tabletop games market is highly competitive, with both global and local players striving to capture market share. Key companies in the market include Hasbro, Mattel, Asmodee Group, and Ravensburger. These companies are focusing on game localization, partnerships with popular franchises, and exploring new themes to appeal to diverse demographics in the APAC region.

Company Name

Establishment Year

Headquarters

Market Focus

Distribution Network

R&D Investment

Franchise Partnerships

Game Localization

Key Markets

Product Innovation

Hasbro

1923

Rhode Island, USA

Asmodee Group

1995

Guyancourt, France

Mattel

1945

El Segundo, USA

CMON Limited

2001

Singapore

Goliath Games

1980

Netherlands

APAC Tabletop Games Industry Analysis

Growth Drivers:

Increasing Popularity of Social and Cooperative Games: The rise of social interaction and strategy-based games has boosted demand for tabletop games across the APAC region. In 2023, consumer spending on entertainment and recreation in countries like Japan and South Korea exceeded USD 720 billion, with a noticeable portion allocated to social activities such as board games. This cultural shift toward in-person gatherings and strategic thinking games supports this growing trend. China has seen a substantial increase in the number of dedicated board game cafs, where players gather for social and strategic gaming.

Rise in E-Commerce and Online Communities: E-commerce has accelerated the sales of tabletop games in APAC. The robust growth of online marketplaces like Alibaba and Rakuten has transformed the way consumers purchase these games. By 2024, online retail in APAC reached USD 2.8 trillion in sales, supported by a rapidly expanding middle class with increased digital access. In China, millions of users purchased board games online in 2023, highlighting the scale of this transition from physical retail outlets to digital storefronts.

Rising Popularity of Traditional Games: The resurgence of traditional games such as Go and Mahjong in APAC is a growth driver. In 2023, over 60 million players in China alone were actively engaged in these games, with government-supported cultural festivals promoting traditional pastimes. Countries like Japan and South Korea have also integrated such games into popular culture through digital adaptations and social platforms. This trend has contributed to the broader appeal of tabletop gaming in the region .

Market Challenges
:

High Production Costs for Physical Games: The high costs of production and logistics for tabletop games in the APAC region pose challenges. Many board game manufacturers have experienced sharp rises in raw material costs, such as paper and plastics. The global supply chain disruptions have driven up logistics expenses, impacting the distribution and affordability of board games. This has made it difficult for smaller developers to maintain profitability, particularly in countries like India and Indonesia, where transportation infrastructure remains underdeveloped. The complexity of cross-border shipping and raw material sourcing adds to the burden on manufacturers in this sector.

Limited Reach in Rural Markets: Rural markets in APAC remain largely untapped due to logistical challenges and limited infrastructure. Countries like Vietnam and Thailand face barriers to accessing new consumer products such as tabletop games, particularly in rural areas where a large portion of the population resides. In these regions, the supply chain is often fragmented, and distribution networks are concentrated in urban centers. The limited disposable income in these areas also hampers demand for non-essential products like tabletop games, making market penetration difficult for developers and distributors alike.

APAC Tabletop Games Market Future Outlook

The APAC tabletop games market is expected to continue growing steadily over the next five years, driven by rising disposable incomes, increased urbanization, and a growing interest in board and card games. The market will likely see greater innovation in game themes, mechanics, and distribution channels. Government support for educational games will also play a key role in market expansion.

Future Market Opportunities

Growth in Online Tabletop Communities: The expansion of online tabletop communities has created new opportunities for game developers. Platforms like Tabletopia and Board Game Arena reported over 10 million active users across the APAC region in 2023. These platforms allow users to play physical board games in a virtual setting, overcoming geographical barriers and logistical challenges. Countries like Japan and South Korea lead in participation rates, with nearly 6 million users combined on these platforms.

Integration of Tabletop Games in Educational Curriculums: Tabletop games have gained traction in educational settings, offering opportunities for developers to collaborate with educational institutions. The South Korean governments initiative to incorporate gamified learning into school curricula resulted in hundreds of schools using tabletop games for educational purposes by 2023. With educational spending increasing by USD 300 billion across APAC in 2023, there is a opportunity for tabletop games to be further integrated into learning environments, fostering both cognitive development and social interaction.
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