The gaming sector regains its smile. After 2024 where sales volume decreased by more than 9%, the industry became dedicated to entertainment and games for children and adults It expects to close 2025 with growth of about 2.5%. Supported by the good performance of domestic demand and the increase in exports, as explained this Thursday in a press conference of the President of the Spanish Association of Toy Manufacturers (AEFJ), Marta Salmon.
Salmon specified that in the Christmas campaign, which represents 60% of the year’s total sales, a sales level similar to that of 2024 is expected and celebrated the turnaround that the sector has achieved in sales in just one year despite the unfair competition it suffers from third countries outside the European Union with The spread of counterfeit and unsafe games Which systematically violates all controls in the face of the legal vacuum that exists in the European Union.
“We have been able to get back on the growth path thanks to new, efficient forms of manufacturing and price containment; but above all we must highlight Contain the profit margins achieved by manufacturers“, highlighted.
In this sense, the President of the AEFJ pointed out the discrepancy between the current CPI of 3.1% and the specific CPI for children’s toys, which registers a decline of -0.6%. Thus, according to data from Circana Consulting, The average price of the game remains stable at around 18 euros. Although It rises to 23 euros in the peak sales period (December). Regarding annual spending per child, in 2024 it reached 11.5 toys and 195 euros, which is far from neighboring countries such as France, where it reached 359 euros.
This recovery of the gaming sector comes at a time complicated by the decline in the birth rate in Spain: since 2012, the National Institute of Statistics (INE) estimates the loss of children up to the age of 12 at one million children. In this context, “companies have adapted their offerings and combined categories such as construction, board games or collectibles, targeting families and adult buyers.” currently, Market childult represents about 30% of the total and maintains double-digit growth.
“this year, About 30% of the sector’s catalog is new“It demonstrates the tremendous effort companies are making to innovate, anticipate trends and respond to a consumer who is changing very quickly,” Salmon said. “The gaming industry is constantly evolving and evolving New narratives and values without abandoning the core of the game. “The ability to constantly innovate is key to maintaining a dynamic and competitive market, able to connect with families as well as with new generations of adults who are approaching gaming again,” he concluded.