Competitive Landscape
Riot Games Extends Its Lead in a Fragmented and Highly Competitive Market
Video games in Brazil remained fragmented in 2025, with no company holding more than 6% of value sales. Riot Games increased its share from 5% in 2020 to 6% in 2025, extending its position as the leading player, while Electronic Arts Brasil Ltda held the second position at 6%.
Blockbuster Releases and Platform Investment Intensify Competition
Competitive dynamics continued to be shaped by investments in content, platform ecosystems and long-term player engagement. A significant development occurred on 29 September 2025, when Electronic Arts agreed to be taken private by a consortium led by Saudi Arabia’s PIF, Silver Lake and Affinity Partners.
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Overview:
Understand the latest market trends and future growth opportunities for the Video Games industry in Brazil 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 Brazil, 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 Brazil 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 Brazil?
- Which are the leading brands in Video Games in Brazil?
- How are products distributed in Video Games in Brazil?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Brazil?
- 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 Brazil - Category analysis
Key Data Insights
Video Games Summary
Pix Accelerates Digital Spending across Brazil’S Gaming Ecosystem
Subscription Services and Cloud Gaming Reinforce Software’S Leadership
Hardware Affordability Challenges Prolong Console Lifecycles
Subscriptions and Live-Service Models Are Forecast to Sustain Double-Digit Growth
Hardware Affordability Challenges Are Expected to Prolong Console Lifecycles
Regulatory Compliance and Mobile Monetisation Are Projected to Shape Competition
Riot Games Extends Its Lead in a Fragmented and Highly Competitive Market
Blockbuster Releases and Platform Investment Intensify Competition
Pix and Digital Storefronts Reinforce E-Commerce Leadership
Subscriptions and App Stores Shape Digital-First Purchasing Behaviour
Access-Based Gaming Models Reshape Product Development Priorities
Boosteroid, Xbox Game Pass and Switch 2 Illustrate Evolving Access Models
Recurring Engagement Becomes the Primary Driver of Value Creation
Toys and Games in Brazil - Industry Overview
2025 Developments
Key Data Insights
Kidult Demand Supports Growth across Premium Toys and Collectibles
Pix and Digital Access Accelerate Video Games Growth
Omnichannel Retail and Marketplaces Reshape Purchasing Behaviour
Subscriptions, Pix and Digital Access Are Projected to Sustain Market Growth
Kidult Demand Is Set to Reinforce Premiumisation across Traditional Toys and Games
Omnichannel Execution, Personalisation and Compliance Are Expected to Shape Competition
Mattel and Hasbro Retain Leadership as Digital Players Gain Share
Content, Subscriptions and Platform Ecosystems Reshape Competition
Mercado Livre, Amazon and Pix Reinforce E-Commerce Leadership
Omnichannel Retail Adapts through Convenience and Gifting Occasions
Premium Collectibles and Digital Ecosystems Reshape Product Development Priorities
Mattel, Lego and Xbox Demonstrate Evolving Approaches to Engagement
Recurring Engagement Becomes the Primary Source of Value Creation
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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