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Summary and extracts
1 Market overview
1.1 Definition and scope of study
Board games have distinguished themselves by their ability to withstand the test of time, and today they are still at the heart of leisure consumption habits in many countries.
Definition of a board game: although difficult to define in absolute terms, board games are generally characterized by :
- More or less complex rules;
- A minimum of 2 participants;
- The need for one or more material supports (game board, pawns, pen, dice, cards).
Although Spaniards are traditionally very attached to cards, board games have also become an important part of the country's entertainment habits. Nevertheless, there is still considerable potential for growth in this sector, particularly through the constant expansion of the consumer base.
The Spanish board game market is highly differentiated: on the one hand, there are the big toy companies, which have expanded into the board game sector; on the other, there are smaller structures emerging, often from crowdfunding, with a more innovative offering, aimed at more knowledgeable consumers and therefore a more restricted customer base. The emergence of crowdfunding is revolutionizing the board game sector, eliminating certain players from the value chain (distributors and publishers, for example). [Un Toque de Juegos]
1.2 The global market
Estimates for the global board game market between **** and **** show different growth prospects depending on the source. Here, we've put together two different estimates that may give some insight into the growth of this global market. According to Statista Market Insights, the market, valued at $* billion in ****, is expected to grow ...
1.3 The domestic market
The development of the board game market in Spain between **** and **** shows significant growth. In ****, the market was valued at ***.* million euros. In ****, it grew by **% to *** million euros. In ****, growth continued, with an increase of *% on the previous year, taking the market to ***.* million euros. This increase underlines the positive ...
1.4 Foreign trade
In order to study foreign trade in board games, we will focus on the UN statistical code "HS ******". This code includes all the following products: Games; articles for funfairs, board games, including pinball machines, special tables for casino games, automatic bowling equipment, n.e.s. in heading ****.
Thus between **** and ****, the ...
1.5 The impact of covid 19 on the market
The evolution of Google search interest in board games in Spain between **** and **** shows notable peaks at the end of the year, particularly with the festive season, which is a good time to buy board games. Indices regularly peak in December, rising from ** in **** to ** in ****. This shows a certain cyclicality ...
1.6 Best-selling board games in 2023
The table below shows the * best-selling board games in Spain in ****:
Source: ****
2 Demand analysis
2.1 Spaniards' leisure spending
In ****, the breakdown of expenditure for the average Spanish household shows a predominance of spending on housing and utilities, accounting for **.**% of the total budget. Spending on food and beverages takes second place at **.**%, followed by transport at **.**%. Restaurants and hotels make up **.**% of expenditure, while other goods and services account ...
2.2 Three Kings, Christmas and toys
In ****, children's favorite toys in Spain reveal a clear predominance of video games, accounting for **% of choices. Board games take second place with **%, closely followed by construction games at **%. Manual games, arts and music, and stationery each attract *% and *% of children respectively, as do puzzles. Symbolic games, such as dolls and ...
2.3 The sociological profile of consumers
A survey carried out by Un toque de Juegos, a Spanish blog specializing in the analysis of marketing within the board game sector in Spain, reveals several data. Their **** survey shows that the gender breakdown among board game consumers is predominantly male, with **.*% men and **.*% women. Non-binary people account for *.*% of ...
2.4 Consumer gaming habits
In Spain in ****, board game habits revealed that **.*% of players preferred to play with friends. **.*% usually played with their partner, while **.*% chose to play alone. A minority played with family (***).
Who do you usually play with? Spain, ****, % Source: ****
We also note that the majority of board game players prefer to play ...
2.5 Types of consumer
In Spain in ****,the majority of board game consumers spent less than €** per month, accounting for **% of the total. **% of buyers spent between €** and €*** per month on this activity. A smaller proportion spent higher amounts, with *% allocating between €*** and €***, *% between €*** and €***, and only *% spending more than €*** monthly.
Average monthly spending on ...
2.6 Relations between Spaniards and publishing houses
The two graphs below are based on a survey of *** people, with multiple answers possible, so the following data is expressed in number of mentions. In ****, consumers' favorite board game publishers were Devir, with *** points, and Maldito Games with *** points. asmodee ranked *rd with ** points, and Arrakis and Tranjis, each with ...
3 Market structure
3.1 Value chain
The various players in the board game market are :
Publishing houses and toy stores, which publish their own board games. Distributors, made up of supermarkets and hypermarkets, specialist stores and the publishers themselves.
The diagram below shows the board game manufacturing value chain:
Research and Design: This stage includes game creation, ...
3.2 Structure of the toys and games sector
In order to study the structure of the games and toys market in Spain, we will use the following CNAE CODES defined by theINE:
****: Manufacture of games and toys. **** : Distribution of games and toys through specialized outlets.
Change in sales:
Between **** and ****, sales in the games sector in Spain experienced ...
3.3 Production of board games
In Spain in ****, there were *** board game manufacturers, and *** stores specializing in the distribution of these games.
Board games market Spain, ****, number Source: ****
we can also see that board game production is largely dominated by publishing houses, which account for **% of all players. In contrast, toy stores, which also play a ...
3.4 Distribution of board games
There are * main types of distribution channels for board games. Supermarkets: Alcampo, Carrefour, Mercadona... These chains tend to focus on games with the widest possible target audience : games aimed at children, games with simple rules that can be implemented quickly, and games that are often already well-known. Their aim is simple: ...
3.5 Crowdfunding and board games
What is crowdfunding in board games?
Crowdfunding, or participatory financing, is a financing model in which a person or group of people raise funds from a multitude of individuals to carry out a project or initiative. This is mainly done via online platforms. Instead of relying on a single investor, creators ...
3.6 Marketing and communications
In ****, board game publishers in Spain mainly used three social networks for their marketing: X (***) with **.*% use, Facebook with **.*%, and Instagram with **.*%. LinkedIn was used by **.*% of publishers, while TikTok attracted just *.*%.
Publishers' preferred social networks for marketing Spain, ****, % Source: ****
As for games festivals, Ludo Ergo Sum (***) was the most popular ...
4 Offer analysis
4.1 Types of board games
The table below shows the different types of board games available:
Source: ****
Types of games most produced:
In Spain in ****, publishing houses focused mainly on board games, which accounted for **.*% of their output. War games, miniatures and role-playing games had much smaller shares, with **.*%, **.*% and **.*% respectively. This breakdown shows the predominance ...
4.2 Prices
In Spain between **** and ****, the average price of board games rose slightly, from €**.** to €**. This increase corresponds to a +*% inflation rate in the sector, reflecting the impact of raw material inflation on board game costs during this period. The rise in the cost of paper and cardboard following the economic recovery ...
4.3 Spain's favorite games
The table below lists the most popular board games of all time in Spain:
Source: ****
4.4 Supply trends
Current trends :
Cooperative games: cooperative games continue to grow in popularity, encouraging collaboration rather than competition. Players work together to achieve a common goal, attracting a diverse audience, including families and groups of friends. These games offer social and rewarding experiences, fostering team spirit and cooperation.
Thematic and Narrative Games: board ...
5 Regulations
5.1 Protecting children
The Real Decreto ****/**** on the safety of toys, and therefore board games, regulates important aspects of child protection in relation to board games. Here are the key points:
Safety Requirements: Toys must be safe under normal or foreseeable conditions of use, avoiding risks of asphyxiation, strangulation, ingestion and other hazards. labeling ...
6 Positioning the players
6.1 Segmentation
- Hasbro
- Hasbro
- Asmodee Group
- Smart Games
- Simba Dickie Group
- Zacatrus
- ¿ Jugamos Una ?
List of charts presented in this market study
- Estimated global board game market
- Top HS exporting countries 950490
- Top HS importing countries 950490
- Market trends in the board games sector
- Sales share of the board games segment in the Spanish games and toys sector
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Latest news
Corinne Derudder (Asmodee): "Pokémon cards are far from being our only asset" - 11/04/2024
- - Takeover of Asmodee by the Embracer group at the end of 2021 for 2.75 billion euros.
- - Position of Asmodee as number 3 in games and toys in France in 2023.
- - Annual sales in France: 8 million games.
- - Workforce in France: 700 employees.
- - Worldwide workforce: 2,600 employees.
- - Number of design studios: 25.
Simba Dickie (Smoby, Corolle, Majorette...) limits breakage in 2023 - 31/01/2024
- - Simba Dickie sales fell by 7% in 2022.
- - Simba Dickie sales fell again in 2023, this time by 4%.
- - Annual sales for Simba Dickie in 2023 are €675.2 million.
- - The global toy market shrank by 7% in 2023.
- - Simba Dickie employs 2,700 people worldwide.
- - 75% of Simba Dickie sales are generated internationally, particularly in the United States, France and Belgium.
Hasbro: the demise of the parent company of Monopoly, Nerf and Play-Doh - 12/12/2023
- Last January, the company had already decided to lay off 1,000 people, i.e. 15% of its workforce at the time, out of a total of 6,500 employees.
- a further 900 positions will be eliminated over the next two years.
- In August, the group sold part of its entertainment business, its eOne Film & TV division, which produces Peppa Pig cartoons and My Little Pony films. Lionsgate Studios bought the business for $500 million.
Hasbro sells its film and entertainment business to Lionsgate - 04/08/2023
- Hasbro's eOne Film & TV division has been sold to Lionsgate for $500 million (458 million euros).
- Hasbro had acquired eOne in 2019 for $4 billion.
- In 2021, Hasbro sold the music business to Blackstone for $385 million.
- In 2021, eOne generated sales of $829 million, representing around 14% of Hasbro's sales.
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