Competitive Landscape
Tencent Strengthens Its Lead as Mobile Gaming Drives Market Concentration
The video games landscape in the UK became increasingly concentrated between 2020 and 2025, with Tencent Holdings Ltd continuing as the clear market leader. Tencent held a 17% value share in 2025, followed by Activision Blizzard UK Ltd with 11% and Sony Computer Entertainment Europe Ltd with 8%.
Platform Ecosystems and Major Launches Intensify Competition
Competitive dynamics increasingly reflected the importance of subscription services, digital ecosystems and event-driven product launches. Xbox Game Pass and PlayStation Plus continued to strengthen recurring engagement and reinforce platform loyalty, extending the commercial lifecycle of gaming content through subscription-based access and ongoing participation.
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Overview:
Understand the latest market trends and future growth opportunities for the Video Games industry in United Kingdom 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 United Kingdom, 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 United Kingdom 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 United Kingdom?
- Which are the leading brands in Video Games in United Kingdom?
- How are products distributed in Video Games in United Kingdom?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in United Kingdom?
- 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 the United Kingdom - Category analysis
Key Data Insights
Video Games Summary
Digital Ecosystems Support Renewed Growth in Video Games
Nintendo Switch 2 Boosts Hardware Demand While Software Retains Leadership
Tencent Strengthens Mobile Growth through Engagement and Monetisation
Digital Formats and Platform Ecosystems Are Set to Drive Long-Term Growth
Hardware Refresh Cycles Are Anticipated to Concentrate Value around Major Launches
Cross-Media Intellectual Property Is Forecast to Unlock New Sources of Value
Tencent Strengthens Its Lead as Mobile Gaming Drives Market Concentration
Platform Ecosystems and Major Launches Intensify Competition
E-Commerce Platforms Consolidate Leadership as Digital Distribution Accelerates
Platform Ecosystems and Subscriptions Increasingly Shape Purchasing Behaviour
Digital Access and Recurring Engagement Reshape Product Development
Playstation Store, Switch 2 and Pubg Mobile Showcase Evolving Product Strategies
Recurring Engagement and Ecosystem Participation Become Key Sources of Value
Toys and Games in the United Kingdom - Industry Overview
2025 Developments
Key Data Insights
Adult Collectors Drive Premium Growth across Toys and Games
Collectibles and Trading Cards Reinforce Repeat Purchasing and Scarcity-Driven Demand
Digital Ecosystems Strengthen Recurring Spending and Consumer Engagement
Kidult Demand and Premium Products Are Set to Drive Value Growth
Video Games Are Anticipated to Reinforce Their Value Leadership
Omnichannel Retail and Licensing Strategies Are Forecast to Strengthen Competitive Advantage
Lego Leverages Adult Demand While Tencent Expands Digital Leadership
Pokémon and Lego Launches Strengthen Collector Engagement and Premium Value
Amazon and E-Commerce Platforms Extend Their Lead across Toys and Games
Social Discovery and Omnichannel Retail Increasingly Shape Purchasing Behaviour
Collectability, Licensing and Digital Ecosystems Broaden Consumer Engagement
Lego, Pokémon and Platform Ecosystems Expand Engagement Opportunities
Collectability and Recurring Engagement Strengthen Long-Term 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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