Euromonitor
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Competitive Positioning ............................................................. Error! Bookmark not defined.
Summary 6
Nintendo of America Inc: Competitive Position 2013Error! Bookmark not defined.
Toys and Games in the US - Industry Overview ........................... Error! Bookmark not defined.
Executive Summary ..................................................................................................................... 5
Toys and Games Sales Are Flat in 2013 .................................................................................. 5
New Consoles Bring New Life .................................................................................................. 5
Competition Heats Up Across the Industry ............................................................................... 6
Online Continues To Shine....................................................................................................... 6
Future Bright for Toys and Games ........................................................................................... 6
Key Trends and Developments ..................................................... Error! Bookmark not defined.
Free To Play Remains A Focus ................................................. Error! Bookmark not defined.
Licensing Slows As Major Franchises Slim ............................... Error! Bookmark not defined.
Age Compression Set To Become More Pronounced ............... Error! Bookmark not defined.
Video Games Face A New Frontier ........................................... Error! Bookmark not defined.
Market Data .................................................................................. Error! Bookmark not defined.
Table 17
Table 18
Table 19
Table 20
Table 21
Table 22
Table 23
Sales of Toys and Games by Category: Value 2008-2013Error! Bookmark not
defined.
Sales of Toys and Games by Category: % Value Growth 2008-2013Error! Bookmark
not defined.
NBO Company Shares of Toys and Games: % Value 2009-2013Error! Bookmark not
defined.
LBN Brand Shares of Toys and Games: % Value 2010-2013Error! Bookmark not
defined.
Distribution of Toys and Games by Format: % Value 2008-2013Error! Bookmark not
defined.
Forecast Sales of Toys and Games by Category: Value 2013-2018Error! Bookmark
not defined.
Forecast Sales of Toys and Games by Category: % Value Growth 2013-2018 Error!
Bookmark not defined.
Sources ......................................................................................... Error! Bookmark not defined.
Summary 7
Research Sources ........................................ Error! Bookmark not defined.
SAMPLE CATEGORY DATA TABLES
Table 1
Sales of Video Games by Category: Value 2008-2013
USD million
2008
Video Games Hardware
- Hand-Held Video Game
Consoles
- Static Video Game
Consoles
- Video Games Hardware
Accessories
Video Games Software
- Games for Hand-Held
Video Game Consoles
- Games for PCs/MACs
- Games for Static
Video Game Consoles
Digital Gaming
- Mobile Games
- Online Games
- PC and Console Game
Downloads
2009
2010
2011
2012
2013
Video Games
Source:
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade
interviews, trade sources
Table 2
Sales of Video Games by Category: % Value Growth 2008-2013
% current value growth
Video Games Hardware
- Hand-Held Video Game Consoles
- Static Video Game Consoles
- Video Games Hardware Accessories
Video Games Software
- Games for Hand-Held Video Game
Consoles
- Games for PCs/MACs
- Games for Static Video Game Consoles
Digital Gaming
- Mobile Games
- Online Games
- PC and Console Game Downloads
Video Games
Source:
2012/13
2008-13 CAGR
2008/13 Total
0.3
-4.9
-22.1
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade
interviews, trade sources
Table 3
Sales of Video Games Software by Type: % Value Breakdown 2008-2013
% retail value rsp
Board Games
Fighting
Music/Dance
Platform
Puzzle
Racing
Role Playing
Shooter
Simulation
Sports
Strategy
Survival Horror
Others
Total
Source:
2008
2009
2010
2011
2012
2013
100.0
100.0
100.0
100.0
100.0
100.0
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade
interviews, trade sources
Table 14
Distribution of Video Games Software by Format: % Value 2008-2013
% retail value rsp
2008
Store-Based Retailing
- Grocery Retailers
- Modern Grocery
Retailers
-- Convenience Stores
-- Discounters
-- Forecourt Retailers
-- Hypermarkets
-- Supermarkets
-- Traditional Grocery
2009
2010
2011
2012
2013
Retailers
- Non-Grocery Retailers
-- Electronics and
Appliance Specialist
Retailers
-- Health and Beauty
Specialist Retailers
-- Home and Garden
Specialist Retailers
-- Mixed Retailers
--- Department Stores
--- Mass Merchandisers
--- Variety Stores
--- Warehouse Clubs
-- Leisure and Personal
Goods Specialist
Retailers
--- Sports goods stores
--- Traditional Toys
and Games Stores
--- Media Products Stores
--- Other Leisure and
Personal Goods
Specialist Retailers
-- Other Non-Grocery
Retailers
Non-Store Retailing
- Vending
- Homeshopping
- Internet Retailing
- Direct Selling
Total
Source:
100.0
100.0
100.0
100.0
100.0
100.0
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade
interviews, trade sources
Table 15
Forecast Sales of Video Games by Category: Value 2013-2018
USD million
2013
2014
2015
2016
2017
Video Games Hardware
- Hand-Held Video Game
Consoles
- Static Video Game
Consoles
- Video Games Hardware
Accessories
Video Games Software
- Games for Hand-Held
Video Game Consoles
- Games for PCs/MACs
- Games for Static
Video Game Consoles
Digital Gaming
- Mobile Games
- Online Games
- PC and Console Game
Downloads
Video Games
Source:
Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources
EXECUTIVE SUMMARY
2018
Toys and Games Sales Are Flat in 2013
Toys and games experienced relatively little growth in 2013, as a shortened holiday shopping season had an
adverse impact on sales. The period between Thanksgiving and Christmas was shorter than ever in the year,
which along with lower-than-expected economic results hurt overall sales for the year. However, new console
launches and continued growth of digital gaming as well as growth in children’s tablets helped mitigate these
losses and prevent declines.
New Consoles Bring New Life
In November 2013, Microsoft and Sony launched new consoles, the Xbox One and PlayStation 4, respectively.
These new consoles had an immediate effect on the sales of video games, which were largely in decline during
the review period. From their launch until the end of the year, both the PS4 and Xbox One were largely sold out
in many retail outlets, with new shipments quickly bought up by eager earlier adopters of the platform. Whilst the
launch of these new consoles did not fully turn around static console gaming, it seems highly likely that the
current pace of sales for these new consoles will help bring total video game sales back to strong value growth.
Competition Heats Up Across the Industry
In both video games and traditional toys and games, competition between major companies is likely to get
even fiercer in the near future. In traditional toys and games, Mattel agreed to acquire Mega Brands, bringing it
into the arts and crafts and construction toy categories. In video games Nintendo, Microsoft, and Sony are
currently in stiff competition for console dominance following the launch of the Xbox One and PlayStation 4. Both
Microsoft and Sony are trying to make their consoles the central entertainment device in homes whilst Nintendo
is attempting to keep its struggling Wii U console relevant in the face of this increased competition.
Online Continues To Shine
Internet retailing continued to outperform all other channels of toys and games retailing in 2013. The rise of
smartphones and tablets has made shopping online easier every year, and in 2013 internet retailing once again
benefited from this. In addition, the short and brutally cold holiday shopping season encouraged some parents to
simply stay indoors and do all of their holiday shopping from the comfort of their homes. However, things were
not altogether gloomy for bricks-and-mortar retailers, as media stores were able to mount a substantial comeback
at the end of the year due to the new console launches.
Future Bright for Toys and Games
The optimistic economic forecast for the US in the next few years as well as new product launches will
ultimately translate to higher toys and games sales over the forecast period. As the economy slowly sees a
recovery, parents will once again be able to invest in high-quality toys that both entertain and creatively challenge
their children. In addition to this, the new console launches will likely continue to have a profound effect on overall
video game sales. Besides the additional boost to hardware sales, both physical and digital software will greatly
benefit from the new consoles as new and long-lasting intellectual properties are launched by various publishers.