Competitive Landscape
Activision Blizzard Australia Ltd Defends Leadership as Digital and Mobile Players Surge
Video games in Australia in 2025 remained concentrated among the largest global platform holders and publishers, with the top players retaining a significant portion of value. Activision Blizzard Australia Ltd led with a 10% share, followed by Electronic Arts Australia Ltd at 8% and Nintendo Australia Pty Ltd at 6%.
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Overview:
Understand the latest market trends and future growth opportunities for the Video Games industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Video Games industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Video Games in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Video Games in Australia?
- Which are the leading brands in Video Games in Australia?
- How are products distributed in Video Games in Australia?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Australia?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Video Games in Australia - Category analysis
Key Data Insights
Video Games Summary
Xbox, Nintendo and Sony Deepen Ecosystem Lock-In as Consumers Trade Down
Nintendo Switch 2 and Flexible Play Formats Reshape Spending Patterns
Subscription Bundling and Cross-Platform Play Anticipated to Drive Value-Led Growth
Microsoft and Sony Expected to Strengthen Player Retention through Exclusive Content and Compliance
Cost-Conscious Households Expected to Accelerate Shift to Digital and Trade-In Models
Activision Blizzard Australia Ltd Defends Leadership as Digital and Mobile Players Surge
Platform Storefronts and Digital Bundles Reshape Buying Patterns
Digital Storefronts Drive Shift From Ownership to Access
Software Slate and Curated Bundles Anchor Product Innovation
Recent Launches Demonstrate Subscription-First Product Strategy
Ea Buyout Reshapes Competitive Dynamics and Recurring Revenue
Toys and Games in Australia - Industry Overview
2025 Developments
Key Data Insights
Adult Collectors Fuel Premiumisation and Offset Child Softness
Lego Leads Premium Construction Surge as Video Games Dominate Value
Retailers Shift to Omnichannel Loyalty and Gifting to Drive Engagement
Major Players Anticipated to Leverage Digital, Nostalgia and Gifting to Expand Spend
Subscription Ecosystems, Nostalgia Driven Innovation and Omnichannel Retail Set to Reshape the Future of Toys and Games
Adult-Driven Demand Strengthens Top Brands as New Launches Intensify Competition
Electronic Arts Buyout Signals Strategic Shift and Growth Prospects
Digital Platforms Capture Consumer Spend with Subscriptions and Discovery
E-Commerce and Digital Subscriptions Redefine Product Access and Loyalty
Sensory Play and Digital Integration Drive Product Innovation
Connetix and Nintendo Highlight Recent Product Innovation
Business Impact Concentrates Share and Recurring Revenue
Country Reports Disclaimer
The following categories and subcategories are included:
Video Games
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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Video Games
This is the aggregation of video games hardware and video games software. Electronic/computerised educational toys such as Speak & Spell and LeapFrog are excluded from video games and included under pre-school. Video gaming population refers to the population that played a game at least once in the last 6 months on any covered platform. This includes players who have not spent any money on game purchases or in-game content purchases.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Video Games research and analysis database.
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