£205m games market feels 'Wii effect'

The success of Wii and games have eaten away the core game market in the last year.
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The success of Wii and games have eaten away the core game market in the last year.

The video games category has grown 33 per cent, while games have declined 19 per cent. However, the board games market was still worth £205 million in 2008 (source: NPD Consumer Panel) and rated the third largest toy category accounting for over seven per cent of all value spent on toys.

With 54 per cent of all games purchased for consumers aged ten or older, the category also has wider appeal than other toy categories and needs to satisfy the changing demands of today’s game players.

For the year so far the games market is still registering a decline (source: NPD EPoS Retail Tracking Service), but travel games is showing a 20 per cent growth driven by travel variations of old favourite like Travel Operation and Travel Guess Who.

Despite licences being down in the total games market some key performers, such as High School Musical, Peppa Pig, and In the Night Garden continue to boost Card, and Pre-school Games.

“Across the games category the top selling items are traditional or new variations on the old,” said an NPD spokeperson. “For example the top selling item is still Original Scrabble, with Monopoly, number three and Rubiks Cube at number four.

"Most of the new innovation in games recently has been new variations on old games with the Monopoly Here and Bow World Election edition at number two. Connect 4, Cluedo and Operation reinventions all in the top 20 sellers.

"There has been little true innovation outside licensed games in the last year and hopes are high for the new Lego games, hotly tipped to be a big seller this Christmas.”



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