Toys and Games in Thailand

Strong economy and minimum wage hike boost toys and games

Thailand is the second-largest economy in ASEAN and it continued to record robust growth in 2018 with GDP seeing good growth. Consumer confidence rose in 2018 thanks to low interest and inflation rates, a hike in the minimum wage and a very low unemployment rate.

Bright prospects for online and mobile games as Thailand becomes increasingly connected

The internet is becoming an increasingly integral part of the lives of consumers in Thailand, with the country having an incredibly high smartphone penetration rate. Intense competition amongst broadband providers has also resulted in the improvement of internet infrastructure, granting consumers better access and enabling them to download mobile and online games faster.

In-game purchases and blind collectibles add interest and excitement

Garena Online (Thailand) Co Ltd retained a healthy lead in toys and games in 2018 with the company benefiting from strong demand for online and mobile games. Games such as Heroes of Newerth and League of Legends have proved very popular but it was RoV: Arena of Valor which was the standout performer.

Internet retailing soars in video games but consumers prefer store-based retailing for traditional toys and games

Internet retailing took further share in terms of the distribution of toys and games in Thailand, accounting for half of all value sales in 2018. Although it holds only a small share within traditional toys and games, the channel accounts for most sales of video games.

Internet set for even bigger role in toys and games in Thailand

Toys and games is projected to see ongoing strong growth over the forecast period, with the country’s economy expected to see stable growth. Video games software (digital) is expected to dominate sales of toys and games by the end of the forecast period, with these products having a widespread appeal among both children and adults.

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