Video Games in Sweden

PROSPECTS

Video games continues to witness a shift from physical to digital games

In 2018, video games continued to record strong current value growth, albeit down slightly from the double-digit gains recorded throughout the review period. The ongoing growth of the category was supported by children’s changing preferences, with many moving away from traditional toys and games to video games.

Strong sales of static consoles driven by Nintendo Switch and the launch of new games

In 2018, static consoles continued to benefit from the launch of Nintendo Switch in March 2017, with the category having previously registered a current value decline in both 2015 and 2016 due to a lack of genuine innovation and new launches. Static consoles in 2018 also benefited from the release of various games.

Use of nostalgia to appeal to older consumers

The relaunch of the static consoles Super Nintendo (SNES) Classic Mini and Sega Mega Drive is likely to play a major role in new product development over the forecast period as manufacturers try and appeal to the nostalgia of older consumers, in part thanks to their stronger purchasing power. This focus on nostalgia is a growing trend in video games software.

COMPETITIVE LANDSCAPE

Activision Blizzard remains the leading player but loses further share to Electronic Arts and Bergsala

In 2018, video games continued to be led by Activision Blizzard Nordic. However, the company saw its share decline for the second consecutive year due to stronger activities from key rivals such as Electronic Arts Sweden and Bergsala.

Ubisoft gains share thanks to new releases

Ubisoft Entertainment Sweden further grew its value share in 2018 thanks to the launch of new games under its popular Far Cry and Assassin’s Creed titles, namely Far Cry 5 and Assassin’s Creed Odyssey, respectively. Both Assassin’s Creed and Far Cry are established computer game brand franchises with loyal customer bases, with new releases instantly appealing to these audiences thanks to new features, improvements and updated gaming experiences.

Despite the dominance of internet retailing, Elgiganten looks to appeal to serious gamers

Internet retailing continued to gain share in video games in 2018, mainly at the expense of leisure and personal goods retailers. However, electronics and appliance specialists also gained ground, with this partly thanks to Elgiganten, which has stated its ambition to become the leading retailer of video games in Sweden.

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