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Summary of our market study
The global board game market has been experiencing significant growth, projected to expand at a rate of about 13% annually from 2020 to 2026, potentially reaching $30 billion, although this growth acceleration is uncertain. This positive trend benefits from the sector's popularity and the rise of gaming habits, despite competition from digital platforms.
In Belgium, the market for board games also shows strong dynamics, with game and toy manufacturers witnessing a CAGR of 6.7%, and the country's turnover in board game retail demonstrating considerable resilience with an increasing trend of 5 to 10% annually. The Covid-19 crisis initially lowered turnover in the first half of 2020, but a rebound in the second half led to overall growth, reflecting confidence in the market. Additionally, there has been a surge in participatory financing for board games, with notable success on platforms like Kickstarter, where significant funds for new games have been raised. Despite the digital boom, board games have found a complementary niche with online communities and offer a "digital detox" opportunity, appealing to players seeking interactivity without screens.
Proliferation of Board Games in a Digital Era: A Belgian Perspective
In Belgium, the board game market has been flourishing, doubling its turnover in a single decade. This surge is attributed to a mix of global players, such as Hasbro and Ravensburger, and robust local publishers like Art of Games and Repos Production, alongside manufacturers like Cartamundi. Despite the prevalence of digital entertainment, Belgians have shown an increasing fondness for board games, with the Brussels Games Festival attendance escalating from around 2,000 to approximately 15,000 participants within six years.
The Belgian board gamer demographic is diverse. Still, it leans towards an average age of 34, with a prevalence of women and individuals working in IT-related sectors. While 'mainstream' and classic games retain their popularity, there is a growing demand for shorter, dynamic strategy games and immersive, thematic experiences. The player base also spans generations, with many games designed to be family-friendly and 'intergenerational.' Retailers specializing in board games capitalize on this trend by offering more than the sale of games — they create community spaces for gamers with events and game nights. Despite a slight downtick in the number of specialty retail companies, those remaining are thriving, demonstrating the viability of the physical board game space amidst e-commerce's rise. Interestingly, the demand for board games peaks significantly toward the year's end, with at least half of the annual turnover for independent game stores occurring in the last two months.
This cyclical pattern suggests that board games remain a popular choice for gifts during the holiday season. As for market trends, there's an inclination towards 'unique experience' games and licensed games that tap into popular culture, as well as eco-responsibility. Belgian board game creators are also exploring digital integration, with examples like the 7 Wonders app, which offers an alternative way to enjoy the game. Finally, despite the immense popularity of online and digital gaming with a sizable segment of the population partaking in online multiplayer games, board games are seen as a complementary experience. This perception is bolstered by a shared community of players who relish both online and tabletop gaming, proving that physical games continue to have a relevant place in the digital age.
Key Players Shaping the Board Game Industry Landscape The board game market is populated by a mix of titanic industry giants and dynamic local champions vying for consumer attention and market share. These players span the spectrum from concept to customer, with each injecting its unique flair and business acumen into the fast-paced world of board games.
Industry Giants with Global Reach
- Hasbro: A household name in the gaming universe, Hasbro continues to dominate the industry through its extensive portfolio of timeless classics, such as Monopoly, Cluedo, and Trivial Pursuit. Innovation and modernization keep Hasbro's offering fresh and continuously appealing to new generations of board game enthusiasts. - **
- Mattel: Another leading force, Mattel is known for its creative and diversified line-up that transcends mere board games, making it a formidable presence in the world of play and imagination.
- Ravensburger: With a European touch, Ravensburger adds to the market's diversity through its range of puzzles and detailed games, catering to both children and adults who seek both fun and challenge.
- Asmodee: This entity has claimed its place in the market by not only providing a broad selection of games but also acquiring other game publishing companies such as Pearl Games and Repos Production, expanding its reach and influence.
Belgian Pioneers Forging Paths
- Cartamundi: A true Belgian success story, Cartamundi has positioned itself as a global production leader, offering manufacturing services for some of the largest game publishers worldwide. Cartamundi has gone beyond production, supporting the entrepreneurial spirit within the gaming industry through initiatives like "Make My Game," aimed at guiding young creators from conception to market entry.
- Repos Production: Known for its hit, "7 Wonders," Repos Production has tapped into the trend of hybrid board games and expanded its influence by offering digital versions, thus appealing to a demographic that appreciates the flexibility of gaming formats.
- Art of Games: Adding to Belgium's creative output, Art of Games represents the passion-driven side of the industry, crafting experiences that resonate with gamers' desires for originality and immersive play.
- Special Acknowledgment: Resilient Retailers and Festive Celebrations Also deserving recognition are the multiple specialized retail chains and independent toy stores, such as Dreamland and Fox and Company. These entities enrich the board game ecosystem by providing curated experiences, community-building events, and a level of personal customer engagement that large-scale digital commerce platforms cannot replicate. Not to be overlooked is
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Summary and extracts
1 Market overview
1.1 Definition and scope of the study
Board games are generally characterized by :
- A regulation - the rules of the game - more or less complex
- A minimum of 2 participants as opposed to solitary games or puzzles, played alone
- The need for one or more physical supports (game board, counters, pen, dice, cards)
The world market for board games is puzzle 10 - 12 billion in 2019 with a growth of 2 to 3% per year on average in recent years . The market is divided between authors, publishers, distributors and manufacturers Some players are playing on several levels. Among the main global players, we can mention the giants Hasbro , Ravensburger , Asmodeus or even Mattel . The board game market is driven by the innovations with more than 4,000 new games launched each year. However, the best-selling games are still the "classic" games such as Monopoly, Cluedo or Trivial Pursuit, which are often renewed via modernized editions
Belgium is a dynamic market in the board game sector, both at the publisher level ( Art of Games, Pearl Games or Repos Production for example), manufacturers ( Cartamundi ) as well as consumers who increasingly appreciate board games The success of the Brussels Games Festival since its launch in 2013 underlines the dynamism of the sector on both the supply and demand sides In a decade, the turnover of the the Belgian market has doubled It is a very attractive market. It is therefore a very competitive The market is as global as it is small, with many local players, of varying degrees of importance, alongside the market giants
Actors must to differentiate oneself in a market where the offer is abundant and respond to trends in the digital and eco-responsibility to remain competitive and appreciated by consumers
List of charts presented in this market study
- Board game industry revenues
- Evolution du chiffre d'affaires hors TVA de la fabrication de jeux et jouets
- Nombre de participants au Brussels Games Festival
- Evolution of the structure of the Belgian population
- Intérêt de la recherche sur Google pour "jeux de société"
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Latest news
Corinne Derudder (Asmodee): "Pokémon cards are far from being our only asset" - 11/04/2024
- - Takeover of Asmodee by the Embracer group at the end of 2021 for 2.75 billion euros.
- - Position of Asmodee as number 3 in games and toys in France in 2023.
- - Annual sales in France: 8 million games.
- - Workforce in France: 700 employees.
- - Worldwide workforce: 2,600 employees.
- - Number of design studios: 25.
Hasbro: the demise of the parent company of Monopoly, Nerf and Play-Doh - 12/12/2023
- Last January, the company had already decided to lay off 1,000 people, i.e. 15% of its workforce at the time, out of a total of 6,500 employees.
- a further 900 positions will be eliminated over the next two years.
- In August, the group sold part of its entertainment business, its eOne Film & TV division, which produces Peppa Pig cartoons and My Little Pony films. Lionsgate Studios bought the business for $500 million.
Hasbro sells its film and entertainment business to Lionsgate - 04/08/2023
- Hasbro's eOne Film & TV division has been sold to Lionsgate for $500 million (458 million euros).
- Hasbro had acquired eOne in 2019 for $4 billion.
- In 2021, Hasbro sold the music business to Blackstone for $385 million.
- In 2021, eOne generated sales of $829 million, representing around 14% of Hasbro's sales.
Barbie: The Billion Dollar Movie - 01/08/2023
- The "Barbie" film generated $775 million in worldwide box-office receipts, including $351 million in the USA and Canada alone.
- It will be the third highest-grossing film at the global box office in 2023.
- The Mattel Group has announced fourteen other film projects.
Hasbro: Furby, the cult toy of the 2000s, makes a comeback - 27/06/2023
- The new generation of Furbys goes on sale
- Two flashy models available: one in purple and blue, the other in coral and yellow
- 5 voice-activated modes
- 40 million Furbys sold worldwide in three years in the 90s and 2000s, including two million in France
- Hasbro took over Furby production in 2005
- Toy mainly for children aged 6 to 9
Asmodee strengthens its position in Oceania and the UK with the acquisition of VR Group - 20/10/2022
- worldwide sales of 1.1 billion euros by 2021
- Acquisition of VR Group, one of the leading distributors of board games in Australia, New Zealand and the United Kingdom
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the board game market | Belgium
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