Competitive Landscape
Bluehole and Sony Sustain Leadership as Local Studios Expand Globally
Video games in Türkiye remained concentrated at the top in 2025, with Bluehole Inc and Sony Eurasia Pazarlama AS maintaining their leadership positions. Bluehole held a 14% value share, while Sony Eurasia followed with 12%, with both companies reinforcing their positions through ongoing investment in live-service engagement, monetisation and digital subscriptions.
Nintendo Switch 2 Highlights the Enduring Appeal of Premium Gaming Experiences
Product launches continued to play an important role in shaping competitive dynamics in 2025. The most significant launch was Nintendo Switch 2, introduced in June and supported by the release of Mario Kart World.
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Overview:
Understand the latest market trends and future growth opportunities for the Video Games industry in Turkey 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 Turkey, 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 Turkey 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 Turkey?
- Which are the leading brands in Video Games in Turkey?
- How are products distributed in Video Games in Turkey?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Turkey?
- 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 Türkiye - Category analysis
Key Data Insights
Video Games Summary
Live-Service Models and Recurring Spending Drive Exceptional Market Growth
Value-Conscious Consumers Prioritise Digital Access over Costly Upgrades
Mobile Gaming Reinforces Türkiye's Position as a Global Games Powerhouse
Live-Service Models and Recurring Spending Are Projected to Sustain Rapid Growth
Localised Monetisation and Flexible Access Are Expected to Become Increasingly Important
Mobile-First Strategies Are Expected to Reinforce Türkiye's Global Competitive Position
Bluehole and Sony Sustain Leadership as Local Studios Expand Globally
Nintendo Switch 2 Highlights the Enduring Appeal of Premium Gaming Experiences
Hepsiburada, Trendyol and Digital Storefronts Reinforce Online Leadership
Cloud Gaming and Localised Payments Expand Digital Access
Live-Service Design, Affordability and Accessibility Reshape Product Development
Royal Match, Playstation Plus and Switch 2 Illustrate Evolving Engagement Models
Recurring Participation Becomes the Primary Source of Value Creation
Toys and Games in Türkiye - Industry Overview
2025 Developments
Key Data Insights
Kidult Demand Drives Exceptional Growth and Reinforces Traditional Toys and Games Leadership
Demographic Shifts Reshape Demand across Children’S and Family-Focused Categories
Live-Service and Monetisation Strategies Strengthen Video Games Performance
Premium Collectibles and Adult Demand Are Forecast to Sustain Strong Market Growth
Value Is Projected to Concentrate in Collector-Led Toys and Recurring Games Spend
Online-Led Distribution and Flexible Payments Are Expected to Define Competitive Success
Mattel and Lego Expand Premium Play as Market Concentration Increases
Premium Launches and Local Innovation Reinforce Competitive Advantages
Trendyol and Hepsiburada Accelerate E-Commerce Dominance through Flexible Payments
Cloud Gaming and Digital Access Reshape How Consumers Engage with Games
Collector Appeal, Licensed Properties and Flexible Access Broaden Consumer Engagement
Collector Editions, Lifestyle Ranges and Digital Ecosystems Gain Momentum
Collectability and Flexible Access Strengthen Long-Term Engagement
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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