The card game market in Italy

The card games market includes the design, production, distribution, and consumption of games based on the use of cards, both in their traditional form (regional playing cards, French cards) and in evolved forms (collectible games, thematic card games, and educational games). This market includes card-based board games (e.g., Uno, Dixit, Exploding Kittens), hybrid board games, digital card games (e.g., apps and video games), and enthusiast products such as collectible cards (e.g., Magic: The Gathering, Pokémon TCG). The main distinction is between family entertainment and enthusiast games, with significant differences in distribution channels, prices, and sales volumes.

Globally, the card games market is estimated at $7.84 billion in 2030, starting from $4.8 billion in 2023 (+63.3%, CAGR +7.6%). In Europe, the value will rise from 2.2 billion in 2024 to 3.69 billion in 2030(+67.7%). In Italy, the market will grow from 794 million euros in 2024 to 1,193.7 million in 2030, growing at a CAGR of 8.6%, higher than the European and global average. This growth is fueled by renewed interest in presence gaming, a boom in collections, and the spread of gaming among adults, families, and new targets (schools, team building, seniors).

The structure of the Italian market is composed of more than 130 companies active in the production, publishing, and distribution of board and card games, with a strong presence of artisanal microenterprises, independent publishers, and start-ups. Large companies (Hasbro, Mattel, Asmodee) maintain a dominant position, but they are joined by Italian companies such as Dal Negro, Giochi Uniti, Cranio Creations, DV Giochi, and Decktective. The main channel remains large retailers (35 percent of sales), followed by e-commerce (25 percent), specialty stores (20 percent), newsstands, bookstores, and trade shows.

Retail prices vary widely: they range from classic card decks at €1.50-5, to thematic card games between €12 and €30, to collectible products, where a single rare card can exceed €100. Collectible card games (TCGs) are experiencing growing demand: in Italy alone, Pokémon TCG sales exceeded €45 million in 2023, while Magic and Yu-Gi-Oh! account for more than 40 percent of sales in specialty stores. The "party game" segment is driven by 20-45 year-old targets, while educational games are spreading to elementary school.

Offerings are expanding through publishing innovations (hybrid mechanics, storytelling, digital compatibility), Italian localizations, educational games, and eco-friendly cards. Strong trends include a return to in-person play, the nostalgia effect, educational and therapeutic use of games, and collection as an investment. Audiences are diversifying: players are no longer just children and adolescents, but also adults, families, and the elderly.

From a regulatory point of view, card games are regulated in Italy by rules on toy safety (Legislative Decree 54/2011, transposing Directive 2009/48/EC), CE labeling and educational content for minors. Card games do not fall under gambling regulations if they do not involve betting or cash winnings. There are limits on advertising if aimed at minors, and information requirements for products that include digital components, apps, or paid collections.