The board game market has managed to consolidate the sales momentum that started with the pandemic and is growing day by day. 7% in 2023, above the toy industry averageAfter achieving a turnover of over 140 million in Spain last year.
Incomes have skyrocketed amid the coronavirus crisis, with millions of people confined to their homes and exploring new forms of entertainment. Although growth will slow down in 2022, the newly acquired buyer base has strengthened this year and the sector has gained momentum once again.
The numbers are encouraging, even before the end of the Christmas campaign in Spain (between October and early January in industry calendars). 65% of annual salesAccording to data provided to EFE by Circana, one of the leading consultancy firms in the sector, this rate is much higher than neighboring European countries.
Asmodee, the publisher and distributor responsible for books such as “Exploding Kittens” and “Dixit,” plans to bill in Spain this year 25 million eurosThis is more than 24 million compared to the previous year, Marketing Director Rocío Martínez confirms that this year is finally the year of returning to “normality” after the ups and downs of the pandemic.
Devir, one of the leading names in the industry, explains that 2022 is a “transition” exercise in which distribution channels are overloaded due to both the increase in demand from previous years and global problems in supply chains.
With these bottlenecks now gone, the market has gained momentum again this year, and sales of table games have already started for the company, which, among other achievements, holds the license for the Catan game. 17 percent above last yearsays Devir Marketing Director Joaquim Dorca.
Bonanza in times of crisis
Increases in the prices of raw materials such as cardboard and energy have affected game production, but the industry believes that the impact of inflation on sales is limited.
“Crises bring some benefit to table games. People invest in something they will use several times to stay at home and enjoy some cheaper entertainment,” says Martínez. “You can have fun with a board game for three months,” he emphasizes, compared to more temporary entertainment options like movies.
The average price of a board game in 2022 has approached 19 euros, 4% more than the previous yearIn a market with a diverse audience that includes everything from children to adult fans and expert gamers, some games can exceed one hundred euros, according to Circana.
Dorca emphasizes that products priced below 20 euros in total are “working better and better”, partly because new buyers who have come to the market in recent years tend to look for simpler and cheaper products.
The biggest problem in inflation was experienced in the transportation of products by containers in 2021 and 2022. “cost increased from $5,000 to $20,000” Stating that the cost of producing a game “has increased from 4 euros to 6 euros”, Devir’s president underlines that these increases are not fully reflected on consumers.
DAU industry festival director Oriol Comas underlines that in recent years China has become the main global production center for games, but the increase in costs has contributed to the shift of some production to Europe, especially Germany and Poland. Author of the book “The world of games”.
Classics and new trends
Classic games such as Monopoly, Trivial and Operation never fall off the bestseller list in Spain, where the most successful games can be sold Between 800,000 and one million units But an increasingly mature society is also seeking more complex experiences.
Games designed for gatherings of friends, strategy and cards, among other market niches, are gaining more and more weight.
While Guatafac, a question-and-answer game designed to stimulate encounters between adults, and Tranvía Mortal, a game of moral dilemmas recommended for those over 18, are among Asmodee’s standout games, Devir emphasizes that “White Castle” has been well received. “, a game in which players attempt to gain influence on the grounds of an 18th-century Japanese castle.
Searches are gaining more and more space “one shot”titles that can only be played once because it is important for users not to know the plot.
In this category, Comas highlights GDM publishing house’s “Sherlock” series of deductions, with recommendations such as “The Archaeologist’s Tomb” and “The Last Call.”