Video Games in Sweden

PROSPECTS

Nintendo Switch drives volume sales of static consoles

The launch of Nintendo Switch in March 2017 had an immediate impact on the volume sales of static consoles, which registered a double-digit increase. This followed a decline in 2016, a year which was noteworthy for its lack of genuine innovation and new launches.

Appealing to nostalgia

The relaunch of the static consoles Super Nintendo (SNES) Classic Mini and Sega Megadrive is likely to be a feature of forecast period developments as manufacturers appeal to the nostalgia of older consumers and their stronger purchasing power.

Physical versus digital video games software

Digital video games software will continue to grow at the expense of physical sales over the forecast period, especially as in-game purchases become an increasingly important revenue stream for games developers and manufacturers. This will be largely down to the convenience and ease of online purchases.

COMPETITIVE LANDSCAPE

Elgiganten seeking to become a mecca for gamers

Elgiganten, the electronics and appliance specialist retailer, has signalled its intention to become the leading retailer of video games in Sweden through the 2018 launch of a new retailing concept in two of its Stockholm stores. This move is being driven by the ongoing rise in consumer interest in video games, more specifically from Elgiganten customers.

Bergsala gains share

Bergsala, the national brand owner of Nintendo hardware and software in Sweden, significantly gained share in 2017 thanks to the successful launch of the static console Nintendo Switch, which also had a positive impact on total static console volume sales for the year. Nintendo Switch is perceived as more accessible, fun, innovative and sociable than other static consoles and these attributes have helped it to attract non-gamers to consoles.

Nordisk Film loses ground

The successful launch of Nintendo Switch came at the expense of PlayStation and Xbox sales. Nordisk Film, the national brand owner of PlayStation, accordingly saw its value share in video games decline sharply in 2017.

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