Gaming Merchandise Market size was valued at USD 506.4 million in 2024 and is anticipated to surpass USD 4.65 billion by 2037, expanding at a CAGR of 20.3% during the forecast timeline i.e. 2025-2037. In 2025, the industry size of gaming merchandise is estimated at USD 609.2 million.
Merchandising of game items is now becoming an essential part of gaming culture. It reflects the growing influence and popularity of video games in contemporary society. The reasons for the rising demand for gaming merchandise include increased gaming communities, growing esports, and recognition of gaming as a legitimate source of entertainment and art. From collectibles to in-game items, and accessories, merchandise caters to the fan's desire to show affinity for a game and heighten the richness of the gaming experience overall. In addition, the players can use gamertags, favorite characters, or notable in-game moments to personalize items which boost the demand for the gaming merchandise market.
Creative products between game developers and merchandise creators have been born to resonate with gamer psyches, thus opening much deeper connections for them to the gaming merchandise market. This would naturally have a quite considerable effect on the bottom line, increasing revenue streams not only for game developers but also for retailers, and feeding small businesses to customize niche products. According to a report published by the International Trade Administration, in 2024, the global video game industry reached USD 184 billion, having 3.2 billion gamers worldwide. With this future in mind for the industry, merchandise related to shaping gamer identity or engaging gamer communities is liable to extend its role in the near future.
Growth Drivers
Challenges
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Base Year |
2024 |
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Forecast Year |
2025-2037 |
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CAGR |
20.3% |
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Base Year Market Size (2024) |
USD 506.4 million |
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Forecast Year Market Size (2037) |
USD 4.65 billion |
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Regional Scope |
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Price Range (High-End, Mid-Range, Low-Cost)
By 2037, mid-range segment is estimated to capture over 54.1% gaming merchandise market share. The mid-range is well-suited to strike the proper balance between quality and price, thus attracting a diverse consumer base. This price range typically offers items that are superiorly crafted with unique designs, appealing to both casual gamers and dedicated collectors. Since consumers are keen on extracting value out of their investment, middle-of-the-line merchandise comes in as a more enticing product since it allows quality merchandise without the cost attributed to premium collectibles. It shows the trend where accessible but desirable gaming products create an upward demand in this industry and position mid-range as the key in the market structure.
Distribution Channel (Online, Offline)
The online sub-segment is taking over the gaming merchandise market rapidly because of the convenience and accessibility that it provides to consumers. The growing reliance on e-commerce portals and digital shopping gives easy access for gamers, browsing through a number of available products. For instance, in August 2023, DAZN combined the Fanatics e-commerce platform to boost in-app merch sales. The two companies have agreed to a partnership that will initially feature a substantial product range available from within the DAZN app. This experience will include personalized recommendations, single billing relationships, and one-click purchasing. This shift in the network of distribution meets the desire for instant gratification and also allows retailers to target a larger market across the globe.
Our in-depth analysis of the global gaming merchandise market includes the following segments:
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Price Range |
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Distribution Channel |
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Purchase Motivation |
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Product |
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Asia Pacific Market Statistics
Asia Pacific gaming merchandise market is expected to dominate revenue share of over 35.2% by 2037. This is mainly attributed to its expansive and diversified games culture and increasing gamer population. Furthermore, the mix of traditional and modern gaming experiences in this region provides a strong bond between game players and their favorite franchises. Moreover, local gaming communities and events such as conventions and esports tournaments shape the culture of fandom furthering the market for gaming merchandise.
In India, the demographic shift and increase in mobile and online platforms have created fertile ground for the growth of the gaming merchandise market. For instance, in November 2020, Flipkart announced the acquisition of the intellectual property (IP) of gaming startup Mech Mocha. This acquisition aimed at boosting Flipkart’s newer formats to push user engagement on its own GameZone platform. In addition, Mech Mocha's gaming team announced to join the Walmart-owned e-commerce marketplace to showcase its gaming merchandise.
In China, the growing popularity of mobile and PC gaming demands more merchandise related to collectibles, apparel, and in-game items. This flourishing gaming culture, clubbed with the incorporation of gaming into mainstream entertainment, puts China in an excellent strategic position. According to a report published by the Ministry of Foreign Affairs of the Netherlands, in 2022, the gaming market in China was estimated to be USD 45.8 billion in 2022. The report further states that the player base in the country reached around 666 million in 2021.
North America Market Analysis
North America is experiencing remarkable growth in the gaming merchandise market during the projected timeline. The gaming merchandise has evolved beyond collectibles to encompass a wide range of products that enhance the gaming experience and reflect individual fandom. This trend not only expands the reach of gaming merchandise beyond traditional physical products but also taps into the burgeoning market of digital collectibles and virtual economies within gaming communities.
In the U.S., the popularity of esports events and tournaments has grown, while gaming has become more popular than ever and has given birth to a highly lucrative merchandise market in team apparel, collectibles, and gaming accessories. This is further fueled by an energetic fan following that aims at expressing support for favorite teams and players, driving a demand for a whole myriad of products related to the game. Moreover, the U.S. gaming merchandise market is booming because of the nation's strong entertainment industry and the high demand for gaming as a mass culture.
The growth in the gaming merchandise market in Canada is augmented by incorporating gaming into popular culture. Major franchise tie-ins and the increasing impact of streaming platforms in a comprehensive manner advance consumer participation and develop an energetic demand for gaming-themed merchandise. In addition, to the robust gaming development community and studios based in Canada, the constant flow of popular titles that resonate with local and international audiences continues to increase. For instance, in August 2024, TELUS Esports Series powered by TELUS Arena, partnered with Android for opening the tournament to gamers across North America for the first time with Apex Legends, Rocket League, and Valorant.
Today's scenario shows how the majority of gaming companies now use online media to directly sell their merchandise to fans. These companies are bypassing traditional retailing. This approach not only provides better control over branding and customer engagement but also helps companies respond promptly to market trends and consumer preferences. For instance, in November 2024, Nike launched a line of four digital virtual sneakers and apparel exclusively for 'Fortnite' players. This partnership allowed consumers to purchase branded in-game items. Therefore, companies can build a loyal customer base while maximizing profit margins by positioning themselves appropriately within the rapidly changing gaming merchandise industry. Here's the list of some key players:
Author Credits: Abhishek Verma
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