In the face of the development of video games and tablets, board games are making their mark. In France, they generated a turnover of 325 million euros in 2016, an estimated 10.4% of the toy market of 3.4 billion euros. In France, more than 112 million boxes are sold each year on average. The board game market continues to gain momentum, in 2015 more than 3,000 games were released, a record figure and up more than 200%. In 2017, the board games segment continued to drive the toy market: +3% growth from the beginning of 2017.
The French board games market is the largest in Europe. Today it is driven by strategic cards (such as Pokémon and Yu-Gi-Oh!) but also remains dominated by word/dice games, card games, board and action games and strategic games. Great classics such as Monopoly, Scrabble, La Bonne Paye or Uno remain at the top of sales. This durability is mainly explained by the fact that the public already knows the rules of the classics as well as their value, which encourages them to purchase. The success of new games like Chass'Fantômes shows however that it is possible for newcomers to make a place for themselves. In recent years, the trend has been towards fast games and adults have been forced to adapt.
The decline in household purchasing power is in fact one of the factors explaining the market's good state. French families have fewer and fewer resources to devote to leisure and therefore spend more time at home. The dominant companies in the market are the American giants Hasbro and Mattel. In France, Asmodée has become the market leader within just a few years, holding approximately 30% of the market share. Other small companies like the Belgian Smartgames manage to assert themselves. The market is characterized by strong competition, particularly in product promotion. Increasingly, retailers are using demonstrations in stores, at trade shows and at local events.
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