Games And Puzzles Market Size, Share & Trends Report

Games And Puzzles Market Size, Share & Trends Analysis Report By Licensing (Licensed, Non-Licensed), By Type (Puzzles, Games), By Distribution Channel (Brick & Mortar, E-Commerce), And Segment Forecasts, 2018 - 2025

  • Published Date: May, 2018
  • Base Year for Estimate: 2017
  • Report ID: GVR-2-68038-379-9
  • Format: Electronic (PDF)
  • Historical Data: 2014 - 2016
  • Number of Pages: 137

Industry Outlook

The global games and puzzles market size was valued at USD 9.47 billion in 2017. It is anticipated to expand at a CAGR of 16.1% from 2018 to 2025. Availability of low-priced toys and games in the Asia Pacific region and growing popularity of licensed games worldwide are among of the key trends stoking market growth. Rising disposable income and widening base of children population coupled with a gradual shift towards educational toys and puzzles are likely to augment the market. 

U.S. games and puzzles market

It has been observed that gamers’ preferences are increasingly shifting towards online medium. To counter challenges thus posed, game manufacturers are trying to remain competitive in the arena by developing latest versions of their respective board and card games that support Radio Frequency Identification (RFID).

Online counterparts of traditional board and card games are also being integrated with the Artificial Intelligence (AI) technology. Apart from board and card games, puzzles have also started gaining popularity. Several manufacturers are focusing on sustainable approach by making wooden jigsaw puzzles. Wooden aesthetics are likely to appeal a larger customer base and establish a niche in the market.

Growing efforts by manufacturers to understand consumer preferences and develop products with relatively shorter life cycles are prompting them to introduce innovative jigsaw puzzles. Innovation is primarily concentrated to introducing novelties that consist of entirely new product range involving new concepts and functionalities.

Licensing Insights

The licensed games and puzzles segment has gained a lot of traction over the last decade. Soaring need for multigenerational appeal and growing investments in revamping older license-characters are expected to provide a significant push to the sales of licensed games and puzzles. Licenses based on movies or movie characters are particularly gathering opportunities for game manufacturers to launch new products based on popular characters.

Safety of toys is turning out to be a major concern as licensed toys are increasingly being counterfeited. While parents are becoming increasingly concerned about toy safety, governments are undertaking initiatives to control counterfeiting of licensed toys. For instance, awareness about child toy safety is rising among parents as well as regulators in Western Europe. Although counterfeit toys are estimated to keep the market from realizing its utmost potential, the market for licensed toys is estimated to rise significantly because of increasing preference of consumers toward them.

Additionally, widespread adoption of internet and proliferation of smartphones are acquainting consumers with the latest trends. In recent times, inclination of children towards games and puzzles can be largely attributed to their fascination towards favorite characters along with the growing knowledge about smart devices. Such trends are also triggering the sales of licensed toys.

Type Insights

On the basis of type, the games segment commanded a revenue share of over 65.0% in 2017. Primarily, the demand for these toys can be attributed to rising population of children and teenagers. Older generation is increasingly purchasing these games in a bid to re-introduce them to younger population in the era of internet and digital games. Key players are launching traditional board and card games with attractive licensing characters to increase their adoption rate.

Online retailers have made these products readily available, thereby reducing the time to market. Moreover, rapid increase in the organized retail sector has encouraged in-store purchasing of numerous brands. These games are perceived as a new way to socialize with family and friends and are thus returning as a mode of mainstream entertainment in the North American and European regions. Several new puzzles and toys are being introduced mainly targeting millennial generation. To capitalize on this growing trend, various cafes are coming up with themes based on games and puzzles. This is poised to work in favor of the games and puzzles market.

Distribution Channel Insights

Distribution via e-commerce contributed over 35.0% of the total revenue in 2017. Distribution through e-commerce has been gaining traction in line with proliferation of smart devices and improving internet connectivity across the globe. E-commerce portals offer a wide range of products as well as heavy discounts. Besides, these portals also allow consumers to compare products based on various criteria, such as price, brands, and discounts, among others. They further enhance the online shopping experience by publishing reviews of others buyers, so that customers can make an informed decision before buying.

Despite burgeoning e-commerce popularity, a large number of consumers prefer brick & mortar stores, where they can experience the product and interact with sales associates in person before making any decision. They tend to relate customer satisfaction with personal interactions. They prefer buying products on the spot rather than ordering products online and waiting for those to be delivered to the specified address. They might not be comfortable with lengthy process associated with returns and exchanges of products.

Global games and puzzles market

Having realized these trends, and in order to compete with e-commerce platform and retain their market share, retailers are trying to understand consumer behavior and adopting modern technology, such as robotics and AR, to enhance consumer experience.

Regional Insights

Asia Pacific dominated the market in 2017. Presence of low-cost manufacturing units in China is anticipated to drive the regional market. Companies in the region are either shifting their manufacturing base to China or increasing product imports to tackle low-cost products.Additionally, need to reduce production costs and gain significant profit margins are leading to to an increase in puzzle imports. This trend is compelling manufacturers in other regions to develop low-cost puzzles to appeal price-sensitive customers.

On the other hand, in North America and Europe, demand for toys and puzzles is witnessing relatively slow growth rates, as VR and online gaming continue to attract gamers. However, demand for licensed toys is expected to register healthy rise in these regions, as people are getting closely associated with their favorite characters as a result of online media content accessible via smartphones.

Games and Puzzles Market Share Insights

Some of the key players in the market are Ravensburger AG, Hasbro, Buffalo Games, Springbok Puzzles, and Cobble Hill. They are expanding their product portfolio with new and innovative products, such as the new 1,000-piece jigsaw puzzle launched by Gibsons in the memory of landscape artist Terry Harrison and the new Hershey’s collection line of jigsaw puzzles announced by Masterpieces Puzzle Company.

The industry is providing an opportunity to develop niche products including customized and eco-design toys and puzzles. Manufacturers are already highlighting sustainability theme by launching wooden toys and are also making their products available online to boost their sales. Apart from these strategies, manufacturers are collaborating with the digital entertainment industry to offer customized products, which are in line with conventional board and card games that can be played on an electronic platform.

Report Scope



Base year for estimation


Actual/Historical data

2014 - 2016

Forecast period

2018 - 2025

Market representation

Market revenue in USD Billion & CAGR from 2018 to 2025

Regional scope

North America, Europe, Asia Pacific, Latin America, and MEA

Country scope

U.S., Canada, U.K., Germany, China, India, Japan, Brazil, and Mexico

Report coverage

Revenue forecast, company share, competitive landscape, growth factors, and trends

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Segments Covered in the Report

This report forecasts revenue growths at global, regional, and country levels and provides an analysis of the industry trends in each of the sub-segments from 2014 to 2025. For the purpose of this study, Grand View Research has segmented the global games and puzzles market report based on licensing, type, distribution channel, and region.

  • Licensing Outlook (Revenue, USD Billion, 2014 - 2025)

    • Licensed

    • Non-licensed

  • Type Outlook (Revenue, USD Billion, 2014 - 2025)

    • Games

    • Puzzles

  • Distribution Channel Outlook (Revenue, USD Billion, 2014 - 2025)

    • E-commerce

    • Brick and mortar

  • Regional Outlook (Revenue, USD Billion, 2014 - 2025)

    • North America

      • U.S.

      • Canada

    • Europe

      • Germany

      • U.K.

    • Asia Pacific

      • China

      • India

      • Japan

    • Latin America

      • Brazil

      • Mexico

    • MEA

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