The gaming merchandise market size has grown strongly in recent years. It will grow from $67.54 billion in 2025 to $74.24 billion in 2026 at a compound annual growth rate (CAGR) of 9.9%. The growth in the historic period can be attributed to growth of global gaming community, increasing popularity of franchise-based video games, expansion of esports tournaments and fan culture, rising demand for character-based collectibles, growth of retail gaming merchandise distribution channels.
The gaming merchandise market size is expected to see rapid growth in the next few years. It will grow to $109.31 billion in 2030 at a compound annual growth rate (CAGR) of 10.2%. The growth in the forecast period can be attributed to expansion of metaverse-linked gaming ecosystems, increasing adoption of AI-driven personalized merchandise design, rising demand for sustainable gaming apparel and collectibles, growth of direct-to-consumer gaming brand platforms, increasing integration of digital and physical gaming experiences. Major trends in the forecast period include rise of character-driven collectible gaming merchandise demand, expansion of esports-themed branded apparel ecosystems, growing popularity of limited edition and rare gaming collectibles, increasing collaboration between streamers and gaming franchises for merchandise, personalization of gaming lifestyle accessories and décor products.
The explosive growth of esports is expected to propel the growth of the gaming merchandise market going forward. Esports refers to organized competitive video gaming where players and teams compete in tournaments for prizes and recognition. Esports is rising due to increasing global internet penetration, as wider access to high-speed internet enables more players and viewers to participate in online gaming and live-streamed competitive events. Gaming merchandise strengthens the esports ecosystem by enhancing fan engagement and brand loyalty through themed apparel, collectibles, and accessories that allow audiences to physically connect with their favorite teams, players, and tournaments. For instance, in June 2025, according to Esports News UK, a UK-based online publication providing daily updates on UK esports, revenues from UK games events and venues surged by 140% year-on-year, reaching £10.3 million in 2023 compared to £4.35 million in 2022. Therefore, the explosive growth of esports is driving the growth of the gaming merchandise market.
Leading companies operating in the gaming merchandise market are focusing on developing innovative solutions, such as a premium fan-focused design approach, to enhance fan engagement, strengthen brand loyalty, and deliver authentic, high-quality products that resonate with global gaming communities. A premium fan-focused design approach is a product development strategy that prioritizes high-quality, authentic, and detail-rich designs tailored specifically to the preferences and expectations of dedicated fans of a brand or franchise. For example, in November 2025, Fanattik Ltd. partnered with Activision Blizzard to launch a new range of officially licensed merchandise based on franchises including World of Warcraft, Diablo, Overwatch, and Hearthstone. It includes collectibles, home décor, gifts, and accessories tailored for gaming audiences worldwide. The range was introduced across Europe, North America, Japan, South Korea, Australasia, MENA, and China, enabling broad international reach and enhancing access to premium gaming merchandise for fans across multiple regions.
In July 2025, Veloce Media Group Limited, a UK-based digital media and sports entertainment company, acquired Quadrant Esports Ltd. for an undisclosed amount. Through this acquisition, Veloce Media aimed to strengthen its position in the motorsport, gaming, and creator-led content ecosystem by expanding its audience reach, enhancing its lifestyle and apparel offerings, and accelerating growth through the integration of Quadrant’s community-driven brand and digital content capabilities into its broader media network. Quadrant Esports Ltd. is a UK-based digital media and lifestyle company specializing in gaming merchandise.
Major companies operating in the gaming merchandise market are Microsoft Corporation, Sony Group Corporation, Nintendo Co. Ltd., Bandai Namco Entertainment Inc., Valve Corporation, Roblox Corporation, Sega Corporation, Square Enix Holdings Co. Ltd., Ubisoft Entertainment SA, Capcom Co. Ltd., Funko Inc, CD Projekt S. A., Riot Games Inc., Jinx Inc., First 4 Figures Limited, Displate, Good Smile Company, Dark Horse Comics LLC, Numskull Designs Ltd, Gaming Heads Ltd., Merchoid Ltd.
North America was the largest region in the gaming merchandise market in 2025. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the gaming merchandise market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the gaming merchandise market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.
The gaming merchandise market consists of sales of figurines, action figures, collectibles, posters, keychains, mugs, bags, toys, trading cards, replica weapons, gaming-themed accessories, and other licensed merchandise inspired by video game intellectual properties. Values in this market are ‘factory gate’ values, that is, the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.
The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).
The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.
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The gaming merchandise market size is expected to see rapid growth in the next few years. It will grow to $109.31 billion in 2030 at a compound annual growth rate (CAGR) of 10.2%. The growth in the forecast period can be attributed to expansion of metaverse-linked gaming ecosystems, increasing adoption of AI-driven personalized merchandise design, rising demand for sustainable gaming apparel and collectibles, growth of direct-to-consumer gaming brand platforms, increasing integration of digital and physical gaming experiences. Major trends in the forecast period include rise of character-driven collectible gaming merchandise demand, expansion of esports-themed branded apparel ecosystems, growing popularity of limited edition and rare gaming collectibles, increasing collaboration between streamers and gaming franchises for merchandise, personalization of gaming lifestyle accessories and décor products.
The explosive growth of esports is expected to propel the growth of the gaming merchandise market going forward. Esports refers to organized competitive video gaming where players and teams compete in tournaments for prizes and recognition. Esports is rising due to increasing global internet penetration, as wider access to high-speed internet enables more players and viewers to participate in online gaming and live-streamed competitive events. Gaming merchandise strengthens the esports ecosystem by enhancing fan engagement and brand loyalty through themed apparel, collectibles, and accessories that allow audiences to physically connect with their favorite teams, players, and tournaments. For instance, in June 2025, according to Esports News UK, a UK-based online publication providing daily updates on UK esports, revenues from UK games events and venues surged by 140% year-on-year, reaching £10.3 million in 2023 compared to £4.35 million in 2022. Therefore, the explosive growth of esports is driving the growth of the gaming merchandise market.
Leading companies operating in the gaming merchandise market are focusing on developing innovative solutions, such as a premium fan-focused design approach, to enhance fan engagement, strengthen brand loyalty, and deliver authentic, high-quality products that resonate with global gaming communities. A premium fan-focused design approach is a product development strategy that prioritizes high-quality, authentic, and detail-rich designs tailored specifically to the preferences and expectations of dedicated fans of a brand or franchise. For example, in November 2025, Fanattik Ltd. partnered with Activision Blizzard to launch a new range of officially licensed merchandise based on franchises including World of Warcraft, Diablo, Overwatch, and Hearthstone. It includes collectibles, home décor, gifts, and accessories tailored for gaming audiences worldwide. The range was introduced across Europe, North America, Japan, South Korea, Australasia, MENA, and China, enabling broad international reach and enhancing access to premium gaming merchandise for fans across multiple regions.
In July 2025, Veloce Media Group Limited, a UK-based digital media and sports entertainment company, acquired Quadrant Esports Ltd. for an undisclosed amount. Through this acquisition, Veloce Media aimed to strengthen its position in the motorsport, gaming, and creator-led content ecosystem by expanding its audience reach, enhancing its lifestyle and apparel offerings, and accelerating growth through the integration of Quadrant’s community-driven brand and digital content capabilities into its broader media network. Quadrant Esports Ltd. is a UK-based digital media and lifestyle company specializing in gaming merchandise.
Major companies operating in the gaming merchandise market are Microsoft Corporation, Sony Group Corporation, Nintendo Co. Ltd., Bandai Namco Entertainment Inc., Valve Corporation, Roblox Corporation, Sega Corporation, Square Enix Holdings Co. Ltd., Ubisoft Entertainment SA, Capcom Co. Ltd., Funko Inc, CD Projekt S. A., Riot Games Inc., Jinx Inc., First 4 Figures Limited, Displate, Good Smile Company, Dark Horse Comics LLC, Numskull Designs Ltd, Gaming Heads Ltd., Merchoid Ltd.
North America was the largest region in the gaming merchandise market in 2025. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the gaming merchandise market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the gaming merchandise market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.
The gaming merchandise market consists of sales of figurines, action figures, collectibles, posters, keychains, mugs, bags, toys, trading cards, replica weapons, gaming-themed accessories, and other licensed merchandise inspired by video game intellectual properties. Values in this market are ‘factory gate’ values, that is, the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.
The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).
The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.
This product will be delivered within 1-3 business days.
Table of Contents
1. Executive Summary
2. Gaming Merchandise Market Characteristics
3. Gaming Merchandise Market Supply Chain Analysis
4. Global Gaming Merchandise Market Trends and Strategies
5. Gaming Merchandise Market Analysis Of End Use Industries
7. Global Gaming Merchandise Strategic Analysis Framework, Current Market Size, Market Comparisons and Growth Rate Analysis
8. Global Gaming Merchandise Total Addressable Market (TAM) Analysis for the Market
9. Gaming Merchandise Market Segmentation
10. Gaming Merchandise Market Regional and Country Analysis
11. Asia-Pacific Gaming Merchandise Market
12. China Gaming Merchandise Market
13. India Gaming Merchandise Market
14. Japan Gaming Merchandise Market
15. Australia Gaming Merchandise Market
16. Indonesia Gaming Merchandise Market
17. South Korea Gaming Merchandise Market
18. Taiwan Gaming Merchandise Market
19. South East Asia Gaming Merchandise Market
20. Western Europe Gaming Merchandise Market
21. UK Gaming Merchandise Market
22. Germany Gaming Merchandise Market
23. France Gaming Merchandise Market
24. Italy Gaming Merchandise Market
25. Spain Gaming Merchandise Market
26. Eastern Europe Gaming Merchandise Market
27. Russia Gaming Merchandise Market
28. North America Gaming Merchandise Market
29. USA Gaming Merchandise Market
30. Canada Gaming Merchandise Market
31. South America Gaming Merchandise Market
32. Brazil Gaming Merchandise Market
33. Middle East Gaming Merchandise Market
34. Africa Gaming Merchandise Market
36. Gaming Merchandise Market Competitive Landscape and Company Profiles
37. Gaming Merchandise Market Other Major and Innovative Companies
41. Gaming Merchandise Market High Potential Countries, Segments and Strategies
42. Appendix
Executive Summary
Gaming Merchandise Market Global Report 2026 provides strategists, marketers and senior management with the critical information they need to assess the market.This report focuses gaming merchandise market which is experiencing strong growth. The report gives a guide to the trends which will be shaping the market over the next ten years and beyond.
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Description
Where is the largest and fastest growing market for gaming merchandise ? How does the market relate to the overall economy, demography and other similar markets? What forces will shape the market going forward, including technological disruption, regulatory shifts, and changing consumer preferences? The gaming merchandise market global report answers all these questions and many more.The report covers market characteristics, size and growth, segmentation, regional and country breakdowns, total addressable market (TAM), market attractiveness score (MAS), competitive landscape, market shares, company scoring matrix, trends and strategies for this market. It traces the market’s historic and forecast market growth by geography.
- The market characteristics section of the report defines and explains the market. This section also examines key products and services offered in the market, evaluates brand-level differentiation, compares product features, and highlights major innovation and product development trends.
- The supply chain analysis section provides an overview of the entire value chain, including key raw materials, resources, and supplier analysis. It also provides a list competitor at each level of the supply chain.
- The updated trends and strategies section analyses the shape of the market as it evolves and highlights emerging technology trends such as digital transformation, automation, sustainability initiatives, and AI-driven innovation. It suggests how companies can leverage these advancements to strengthen their market position and achieve competitive differentiation.
- The regulatory and investment landscape section provides an overview of the key regulatory frameworks, regularity bodies, associations, and government policies influencing the market. It also examines major investment flows, incentives, and funding trends shaping industry growth and innovation.
- The market size section gives the market size ($b) covering both the historic growth of the market, and forecasting its development.
- The forecasts are made after considering the major factors currently impacting the market. These include the technological advancements such as AI and automation, Russia-Ukraine war, trade tariffs (government-imposed import/export duties), elevated inflation and interest rates.
- The total addressable market (TAM) analysis section defines and estimates the market potential compares it with the current market size, and provides strategic insights and growth opportunities based on this evaluation.
- The market attractiveness scoring section evaluates the market based on a quantitative scoring framework that considers growth potential, competitive dynamics, strategic fit, and risk profile. It also provides interpretive insights and strategic implications for decision-makers.
- Market segmentations break down the market into sub markets.
- The regional and country breakdowns section gives an analysis of the market in each geography and the size of the market by geography and compares their historic and forecast growth.
- Expanded geographical coverage includes Taiwan and Southeast Asia, reflecting recent supply chain realignments and manufacturing shifts in the region. This section analyzes how these markets are becoming increasingly important hubs in the global value chain.
- The competitive landscape chapter gives a description of the competitive nature of the market, market shares, and a description of the leading companies. Key financial deals which have shaped the market in recent years are identified.
- The company scoring matrix section evaluates and ranks leading companies based on a multi-parameter framework that includes market share or revenues, product innovation, and brand recognition.
Report Scope
Markets Covered:
1) By Product Type: Apparel and Wearables; Collectibles and Figurines; Accessories and Lifestyle Products; Home Decor and Utility Merchandise; Stationery and Office Merchandise2) By Licensing Type: Triple A Game Franchise Licensed Merchandise; Esports Team and League Licensed Merchandise; Streamer and Influencer Branded Merchandise; Retro and Classic Game Intellectual Property Merchandise; Other Licensing Types
3) By Age Group: Children; Teenagers and Young Adults; Adult Collectors; Other Age Groups
4) By Distribution Channel: Direct To Consumer Online Stores; Online Marketplaces; Offline Retail Stores; Other Distribution Channels
5) By End User: Casual Gamers; Core and Hardcore Gamers; Esports Fans; Collectors and Enthusiasts; Other End Users
Subsegments:
1) By Apparel and Wearables: T Shirts; Hooded Sweatshirts; Jackets and Outerwear; Caps and Headwear; Socks and Footwear2) By Collectibles and Figurines: Action Figures; Character Statues; Limited Edition Models; Miniature Figurines; Replica Items
3) By Accessories and Lifestyle Products: Bags and Backpacks; Keychains and Charms; Phone Cases and Covers; Jewelry and Wristbands; Gaming Themed Watches
4) By Home Decor and Utility Merchandise: Wall Art and Posters; Bed Linen and Cushions; Lighting and Lamps; Kitchenware and Drinkware; Storage and Organizers
5) By Stationery and Office Merchandise: Notebooks and Diaries; Pens and Writing Tools; Desk Accessories; Calendars and Planners; Filing and Storage Supplies
Companies Mentioned: Microsoft Corporation; Sony Group Corporation; Nintendo Co. Ltd.; Bandai Namco Entertainment Inc.; Valve Corporation; Roblox Corporation; Sega Corporation; Square Enix Holdings Co. Ltd.; Ubisoft Entertainment SA; Capcom Co. Ltd.; Funko Inc; CD Projekt S.A.; Riot Games Inc.; Jinx Inc.; First 4 Figures Limited; Displate; Good Smile Company; Dark Horse Comics LLC; Numskull Designs Ltd; Gaming Heads Ltd.; Merchoid Ltd
Countries: Australia; Brazil; China; France; Germany; India; Indonesia; Japan; Taiwan; Russia; South Korea; UK; USA; Canada; Italy; Spain
Regions: Asia-Pacific; South East Asia; Western Europe; Eastern Europe; North America; South America; Middle East; Africa
Time Series: Five years historic and ten years forecast.
Data: Ratios of market size and growth to related markets, GDP proportions, expenditure per capita.
Data Segmentation: Country and regional historic and forecast data, market share of competitors, market segments.
Sourcing and Referencing: Data and analysis throughout the report is sourced using end notes.
Delivery Format: Word, PDF or Interactive Report + Excel Dashboard
Added Benefits
- Bi-Annual Data Update
- Customisation
- Expert Consultant Support
Companies Mentioned
- Microsoft Corporation
- Sony Group Corporation
- Nintendo Co. Ltd.
- Bandai Namco Entertainment Inc.
- Valve Corporation
- Roblox Corporation
- Sega Corporation
- Square Enix Holdings Co. Ltd.
- Ubisoft Entertainment SA
- Capcom Co. Ltd.
- Funko Inc
- CD Projekt S.A.
- Riot Games Inc.
- Jinx Inc.
- First 4 Figures Limited
- Displate
- Good Smile Company
- Dark Horse Comics LLC
- Numskull Designs Ltd
- Gaming Heads Ltd.
- Merchoid Ltd
Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 250 |
| Published | July 2026 |
| Forecast Period | 2026 - 2030 |
| Estimated Market Value ( USD | $ 74.24 Billion |
| Forecasted Market Value ( USD | $ 109.31 Billion |
| Compound Annual Growth Rate | 10.2% |
| Regions Covered | Global |
| No. of Companies Mentioned | 21 |
