More than 60% of US adults who play video games have purchased gaming-branded or partnered products, indicating strong consumer interest in gaming merchandise. The growing influence of gaming is reshaping consumer behavior and market trends. The rising demand for gaming-related merchandise presents brands with unique opportunities to tap into this enthusiasm through expanded product lines and strategic partnerships with leading gaming franchises. Additionally, expect continued growth in the global gaming market broadly, fueled by advancements in mobile and PC gaming sectors, reflecting the sector’s increasing economic and cultural significance. However, economic factors outside of the control of the gaming industry may conspire to make 2025 a difficult year unless significant influence is brought to bear.
This report looks at the following areas:
- Global video game industry revenue, trends, and predictions
- Consumer attitudes towards gaming merchandise purchases
- Gender differences in gaming merchandise consumption
- Interest in brand partnerships with specific gaming franchises
- Market dynamics affecting the gaming industry and partner brands
- Opportunities for non-gaming brands in gaming partnerships
Gaming is more mainstream than ever, and brands are encouraged to get in on the fun. However, rewarding relationships take time and effort to build.
Brian Benway, Senior Tech and Gaming Analyst
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EXECUTIVE SUMMARY
- What you need to know
- Global video game market size
- Market predictions
- There is broad support for many types of gaming partnered products
- These gaming franchises draw major brand attention, but not all are equal
- Gamers demand convenience from food and beverage partnered products
- Fewer efforts to partner with gaming may diminish expectations and demand
- Opportunities
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MARKET DYNAMICS
- Market context
- The US expanded by 2.8% in Q3 2024
- Graph 1: quarterly real GDP growth, 2021-24
- Annual inflation slightly rose in October
- Graph 2: headline CPI and core CPI, 2021-24
- Consumer sentiment rebounds after a number of months on the slide
- Graph 3: consumer sentiment index, 2022-24
- Households’ growth in finances has primarily been driven by salary gains
- Graph 4: income growth over the past 12 months, by change in financial situation, 2024
- Gaming market
- Global video gaming revenue is forecasted for slow and steady growth of 3.1%
- Graph 5: global video game industry revenue, 2019-26
- 2.1% year-on-year growth, console declines while PC and mobile grow
- Graph 6: global video game industry revenue share (% billions), by device, 2024
- Market drivers
- The iceberg in tech and gaming’s path for 2025
- Buckle up for brutal economic tit for tat
- Before launching Switch 2, Nintendo wants to end software piracy forums
- FTC taking gaming microtransactions seriously
- Unchecked AIs are already a danger on the web
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CONSUMER INSIGHTS
- Consumer fast facts
- Gaming merchandise purchases
- Even if it’s not for me, gaming-related products will make someone happy
- Graph 7: attitudes towards gaming and gaming products (% agree), by age, 2024
- There isn’t a right or wrong product for gaming partnerships
- Graph 8: gaming merchandise purchase, 2024
- Gaming merchandise purchases are appealing to both genders
- Graph 9: gaming merchandise purchase, by gender, 2024
- Gendered differentiation of products is a little more complex than A or B
- Graph 10: men’s/boys’ and women’s/girls’ apparel gaming merchandise purchases, by age and gender, 2024
- Layering multiple brand marketing opportunities in Fortnite
- Men are more likely to purchase many categories for themselves
- Graph 11: “I have purchased gaming merchandise for myself in the past six months”, by gender, 2024
- Women and beauty products are an easy association, and they make easy gifts
- Graph 12: beauty or personal care game merchandise purchases, by gender, 2024
- Limited edition crossovers with gaming are a great way to draw in new audiences and excite brand loyalists
- Minecraft has very broad appeal, but is especially strong with younger gamers
- Gaming brands
- Men are more likely to be ravenous collectors of their favorite franchises
- Graph 13: “I try to purchase all the merchandise I can for my favorite video games” (% agree), by age and gender, 2024
- These gaming franchise get a lot of brand attention, but all aren’t equal
- Graph 14: interest in purchasing gaming-brand products licensed by or partnered with other non-gaming brands, 2024
- Call of Duty interest jumps considerably for men but tumbles for women
- Graph 15: interest in purchasing gaming-brand products licensed by or partnered with other non-gaming brands, by gender, 2024
- Interest in gaming partnerships is for the young and young at heart
- Graph 16: interest in purchasing gaming-brand products licensed by or partnered with other non-gaming brands, by age, 2024
- Men’s and boys’ apparel stands out as a favorite across various gaming franchises
- Graph 17: gaming merchandise purchase, by interest in purchasing gaming-brand products licensed by or partnered with other non-gaming brands, 2024
- Brands can look beyond the top ten most popular games for partnerships
- Graph 18: “I would buy a product based on, or inspired by, a video game even if the game wasn’t my absolute favorite or the most popular franchise” (% agree), by age, 2024
- Graph 19: “I would buy a product based on or inspired by a video game, but they have to be specific to the games I enjoy” (% agree), by age, 2024
- Super Mario and Call of Duty’s popularity cross gaming genres
- Graph 20: interest in purchasing ‘Super Mario’ branded non-gaming products, by those who are interested in other partnerships, 2024
- Graph 21: interest in purchasing ‘Call of Duty’ branded non-gaming products, by those who are interested in other partnerships, 2024
- Understanding gamer motivations can help guide marketing approach
- Graph 22: interest in purchasing (select) gaming-brand products licensed by or partnered with other non-gaming brands, by gamer segment – device and motivation, 2024
- Brand cross-over reaction
- Players are largely in favor of brands partnering with the games they love
- Graph 23: reaction to non-gaming brands partnering/collaborating with video game franchises, 2024
- Limited edition flavors and in-game rewards help tie products to franchises
- Men and women are both more positive than not on brand partnerships
- Graph 24: reaction to non-gaming brands partnering/collaborating with video game franchises, by gender, 2024
- A little overprotectiveness, especially online, should be expected but most gamers know, after all, it’s only a game
- Graph 25: attitudes towards gaming and brand partnerships (% agree), by gender, 2024
- Younger gamers are more likely to embrace partnerships
- Graph 26: reaction to non-gaming brands partnering/collaborating with video game franchises, by age, 2024
- There are some concerns to be aware of when partnering with game franchises
- Graph 27: attitudes towards gaming partnerships (% agree), by age, 2024
- VR gamers are often most interested in gaming and highly enthusiastic about brand partnerships
- Graph 28: “I love it when non-gaming brands I like collaborate with my favorite video games”, by Mintel gamer segments – motivations, 2024
- Gaming food and beverage cross-over interest
- Gamers’ demand for soda and snacks reigns supreme
- Graph 29: interest in purchasing food/beverage products if collaborating with favorite video game (any rank), 2024
- Convenience-driven food categories resonate more with male gamers
- Graph 30: interest in purchasing food/beverage products if collaborating with favorite video game (any rank), by gender, 2024
- Co-branding opportunities for targeted marketing to broad gaming audiences
- Graph 31: interest in purchasing food/beverage products if collaborating with favorite video game (any rank), by age, 2024
- Focusing on a single franchise can help tie marketing to to popular new titles
- Focusing on a device or platform can broadly target many games and audiences
- Most gamers see branded partnerships with gaming as a net positive
- Graph 32: attitudes towards gaming merchandise and partnerships (% agree), by gamer segments – device and frequency, 2024
- Uncommon gaming crossover appeal
- Fewer attempts to crossover with gaming may limit expectations and demand
- Graph 33: types of products or services gamers would want to see partner/collaborate with their favorite video game franchises, 2024
- Financial services aren’t popular categories for gaming crossovers, but still make it work
- Men’s demand for sporting goods shoots up over broader health and fitness
- Graph 34: types of products or services gamers would want to see partner/collaborate with their favorite video game franchises, by gender, 2024
- Video games branded sporting goods are in high demand by men but remain scarce.
- Tailor strategies by age group and category, younger is always more interested
- Graph 35: types of products or services gamers would want to see partner/collaborate with their favorite video game franchises, by age, 2024
- Gaming crossover kitchen items don’t have to be limited to pots and pans
- Collaborations and partnerships help brands reach fans and increase visibility
- Graph 36: sporting goods and event and experiences partnering/collaborating with favorite video game franchises, by interest in purchasing gaming-brand products licensed by or partnered with other non-gaming brands, 2024
- Chuck E. Cheese and Five Nights at Freddy’s needs to happen
- Graph 37: uncommon gaming crossover appeal, by gaming brands, 2024
- Don’t treat video game fans like a one dimensional stereotype
- Graph 38: it bothers me when brands try to market to me as a “gamer” (% agree), by age and gender, 2024
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Innovation and Marketing strategies
- Launch activity and innovation
- Arcane is hot, but what does that mean for League of Legends?
- The kids yearn for the mines, but live action feels odd to some adults
- In case a motion picture wasn’t enough, Netflix has a Minecraft series coming in 2025
- Sonic the Hedgehog’s transition to film seemed risky at first
- Films and shows are very high profile, creating a lot of buzz, and opportunities
- Graph 39: video game movies are the next big thing in Hollywood (% agree), by gamer segment – device and frequency, 2024
- Gencon 2024: Mintel’s takeaways from the biggest four days in tabletop gaming
- Tabletop and video games can be great partners
- New video-game-based products are everywhere you look at Gencon
- Magic: The Gathering is bringing Fortnite-esque gaming to tabletops
- Marketing and advertising
- Toy crossovers with video games can target nostalgia and cross promote
- Nostalgia can create connections across generations
- Classic games have a wealth of nostalgia to offer
- As games become platforms, they will become central to strategies targeting Gen Z and Gen Alpha
- Virtual platforms are key spaces for brands to engage audiences and drive digital innovation
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APPENDIX
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Gaming devices usage
- Graph 40: Gaming device usage, 2024
- Console brand usage
- Graph 41: Console brand usage, 2024
- Gaming Frequency
- Graph 42: Gaming frequency, 2024
- Mintel gamer segments – motivations
- Graph 43: Mintel gamer segments – motivations, 2024
- Gamer segments – Achievers and Explorers
- Gamer segments – Socializers and Competitors
- Mintel gamer segments – device and frequency
- Graph 44: Mintel gamer segments – device and frequency, 2024
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