Competitive Landscape
Nintendo of America and Sony Interactie Entertainment Anchor Ecosystem Loyalty
Video games in the US remains fragmented, with leading positions held by established console manufacturers and ecosystem holders. Over the period from 2020 to 2025, the competitive environment saw only incremental change in shares among the top companies.
Nintendo Switch 2 and Major Software Launches Reshape Consumer Engagement
The most notable product development in 2025 was the launch of the Nintendo Switch 2 in June, which rapidly set sales records and reinforced Nintendo’s hardware leadership. This event triggered a significant, if short-lived, rebound in hardware sales and generated a surge in ecosystem engagement, particularly as attach rates for software and accessories increased during the launch window.
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Overview:
Understand the latest market trends and future growth opportunities for the Video Games industry in USA 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 USA, 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 USA 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 USA?
- Which are the leading brands in Video Games in USA?
- How are products distributed in Video Games in USA?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in USA?
- 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 US - Category analysis
Key Data Insights
Video Games Summary
Sony and Microsoft Accelerate Digital Spend and Subscription Growth
Nintendo Triggers Short-Lived Hardware Rebound with New Launch
Subscription Models Reshape Spending but Value Perception Remains Key
Sony, Nintendo and Microsoft Anticipated to Deepen Digital Ecosystems to Drive Recurring Spend
Digital Distribution and Ecosystem Retention Expected to Reshape the Future of Video Games
Nintendo of America and Sony Interactie Entertainment Anchor Ecosystem Loyalty
Nintendo Switch 2 and Major Software Launches Reshape Consumer Engagement
Retail E-Commerce Outpaces Physical Stores as Digital Spending Surges
Digital Storefronts Redefine Product Discovery and Monetisation
Creator-Led Social Commerce Compresses Discovery and Purchase Cycles
Live-Service and Mobile-First Models Steer Product Innovation
Indie Curation and Influencer-Led Discovery Carve Out New Niches
Business Impact Reframes Competition and Value Pools
Toys and Games in the US - Industry Overview
2025 Developments
Key Data Insights
Lego and Pokémon Fuel Premium and Collector Demand
Adult Collectors and Digital Platforms Reshape Value Growth
Nintendo and Sony Anticipated to Accelerate Digital-First Strategies to Drive Value Growth
Pokémon and Lego Expected to Boost Premiumisation through Collector Engagement
Lego Group and Mattel Inc Drive Premium Gains as New Launches Reshape Leadership
Amazon and Dtc Brands Drive Online Dominance with Exclusive Releases
Social Commerce and "Retailtainment" Fuel Rapid Channel Evolution
Acquisition and Brand-Extension Strategies Drive Innovation
Scopely and Spin Master Exemplify Recent Product Moves
Business Impact Rebalances Share and Margins
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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