Video Games in Sweden

PRE-COVID-19 PERFORMANCE

Ongoing shift towards video games encompasses a growing preference for digital over physical software

Video games maintained positive growth in value sales in 2019 and gained a greater value share within toys and games in Sweden due to the continued change in play patterns. The growing preference for playing electronic games on dedicated consoles and other devices is resulting in an ongoing move away from traditional toys and games towards video games, and from an increasingly earlier age.

Important growth trends include e-sports and retro video games

E-sports has grown significantly to rank among the world’s largest sports in terms of annual revenue. In Sweden, it has become so popular that major media companies, including TV4, SVT, Viasat and Aftonbladet, have started to broadcast it live.

Bergsala leads video games due to the success of Nintendo Switch

In 2019, Bergsala AB took the leading spot in video games in Sweden due to further strong growth in sales of its Nintendo Switch static console. The popularity of Nintendo Switch is tied to its portability innovation and to its family/child-friendly orientation.

2020 AND BEYOND

COVID-19 impact

In 2020, sales of video games are now expected to grow by 10% in constant 2019 value terms in light of the impact of COVID-19. This compares to an 8% rise in sales forecast in our 2019 edition of toys and games.

Affected products within video games

In 2020, the strongest value growth at constant 2019 prices is expected to be achieved by static consoles, mainly due to the ongoing popularity of Nintendo Switch among families and consumers of all ages in Sweden. It is likely to be in greater demand in 2020 with families voluntarily staying at home more during the COVID-19 pandemic, as there is no formal lockdown in the country.

Recovery and opportunities

In Sweden, video games is expected to witness positive value growth at constant 2019 prices over the forecast period although at a slower pace than in the review period. Growth will mainly be supported by video games software, notably in-game purchases.

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