Toys and Games in Italy

COVID-19 impact on toys and games

Gaming is seeing an upsurge following the outbreak of Coronavirus (COVID-19) and the subsequent lockdown. With smart working and school closures, online gaming and video streaming are enjoying dynamic growth.

COVID-19 country impact

The whole of Italy was declared a protected area by decree and placed under lockdown on 9 March 2020. This extended the restrictions already in force in Lombardy and the 14 northern provinces most affected by the COVID-19 infection, with nationwide lockdown lasting from 10 March until 3 April.

Lifestyles and connectivity and product improvements boost the development and growth of mobile gaming

The shift from traditional toys and games to video games (computer and console) in Italy continued to be developed and extended by the fast growth of mobile games. This trend was informed by the increasingly hectic and mobile lifestyles of consumers.

Nintendo taps into boom in mobile gaming to close gap in video games while Giochi Preziosi’s acquisition strategy erodes LEGO’s lead in traditional toys and games

The competitive landscape in both traditional toys and games and video games remained highly fragmented in 2019. Moreover, the competition intensified as players looked to innovation and marketing to gain an edge over their rivals.

Video games set to drive value growth as Italy witnesses the further digitalisation of play and entertainment

The digitalisation of play and entertainment in Italy is expected to continue over the forecast period. Therefore, video games is projected to see a strong retail value CAGR at constant 2019 prices, while an overall decline is predicted for traditional toys and games.

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