印度玩具和遊戲市場

2024年，印度的玩具和遊戲市場價值成長強勁，儘管通膨壓力導致成長放緩。電子遊戲在銷售額和成長方面領先，但傳統玩具和遊戲也實現了兩位數成長。這兩個類別都呈現出顯著的趨勢，包括注重本土創新和現有品牌的持久吸引力。儘管市場碎片化趨勢日益加劇，但零售電商在分銷領域的重要性日益凸顯，儘管其基礎已經非常穩固。

Euromonitor International的印度玩具和遊戲研究報告提供了國家層面市場規模和形態的全面指南。報告提供2020年至2024年的最新零售數據，協助您識別推動成長的產業。報告識別了主要企業和主要品牌，並對影響市場的關鍵因素（新產品開發、分銷、定價問題等）進行了策略性分析。 2029年的預測顯示了市場預期的變化。

目標產品: 傳統玩具及遊戲、電子遊戲

數據範圍：市場規模（實際和預測）、企業市場占有率、品牌佔有率、分銷數據

為什麼要購買這份報告？

• 詳細了解玩具和遊戲市場
• 確定成長領域並確定變革的動力
• 了解競爭格局、主要市場參與企業和領導品牌
• 使用五年預測來評估市場預期如何發展

歐睿國際在出版市場研究報告、商業參考書和線上資訊系統方面擁有超過50年的經驗。該公司在倫敦、芝加哥、新加坡、上海、維爾紐斯、杜拜、開普敦、聖地牙哥、雪梨、東京、班加羅爾、聖保羅、首爾、香港、杜塞爾多夫和墨西哥城設有辦事處，並在100個國家擁有分析師網路。公司憑藉其獨特的能力和對多元化市場的深刻理解，能夠開發可靠的資訊資源，為明智的策略規劃提供支援。

目錄

目錄和表格

執行摘要

• 電子遊戲和傳統玩具及遊戲的活力

關鍵數據發現

• 圖 1：2024 年的主要趨勢

產業表現

• 儘管玩具和遊戲銷售成長，但一些消費者仍擔心財務問題
• Maniams 設計工作室將當地文化融入玩具和遊戲中
• 依賴品牌認知來發展玩具和遊戲
• 圖 2：Reliance Games 提供多種手機遊戲

下一步

• 可支配收入的增加預計將推動玩具和遊戲的成長
• 圖3：分析師觀點
• 行動遊戲參與度持續成長
• 儘管受到限制，本地製造業仍將繼續成長
• 圖 4：「印度製造」舉措推動國內製造業
• 零售電子商務持續改變分銷模式
• 本土創新引起印度消費者共鳴
• 圖 5：Indus Battle Royale 使用本地環境、角色和武器

競爭格局

• 美泰兒超越孩之寶，但碎片化仍在繼續
• SuperGaming 和 WoodBee Toys 透過創新和文化關聯取得成功
• NODWIN Gaming 透過 AFK Gaming、Trinity Gaming 和 Freaks 4U Gaming 擴張
• SuperGaming 和 Funskool 推出符合當地風味的創新產品

頻道

• 零售電子商務仍然是玩具和遊戲的主要銷售管道
• Croma 和 Reliance Digital 打造沉浸式遊戲區
• Swiggy Instamart 與 Hamleys 合作，實現高階玩具和遊戲的快速交易

經濟背景

• 圖6：2019-2029年實質GDP成長率與通膨率
• 圖 7：2024 年印度 PEST 分析

消費者背景

• 圖 8：2024 年印度消費者的關鍵洞察
• 圖 9：2024 印度消費者格局

國別報告免責聲明

資訊來源

印度傳統玩具與遊戲

關鍵數據發現

2024年的發展

• 文化相關性、永續性和 STEM 是日益重要的趨勢
• 圖 10：2024 年的主要趨勢
• 圖11：分析師觀點

產業表現

• 由於父母鼓勵孩子學習，科學/教育玩具銷售出現最大成長
• 圖 12：Smartivity 提供各式各樣的 STEM 玩具
• BIS認證提高了安全性並確保了消費者信心
• Maniams 設計工作室推出文化主題拼圖“科納”和“賈羅卡”

下一步

• 家庭收入的增加將推動傳統玩具和遊戲的成長
• 革新傳統玩具與遊戲的科教玩具
• 對體現印度文化和傳統的玩具的需求不斷增加
• 傳統玩具和遊戲中永續性的重要性預計將日益增強
• 全球巨頭需要適應印度新興企業的崛起

競爭格局

• 美泰兒憑藉芭比娃娃、Uno 和風火輪等品牌的受歡迎程度而處於領先地位。
• 圖 13：美泰持有許多受歡迎品牌
• Toys R 美國積極採用 BIS 認證
• Jammbo 和 Toyshine 透過多樣化分銷策略擴大影響力
• Funskool Atomic Launcher 為孩子們提供安全、可清洗的戶外遊戲

頻道

• 傳統玩具和遊戲商店憑藉已建立的客戶忠誠度繼續保持優勢
• 亞馬遜和 Flipkart 憑藉便利性和廣泛的產品範圍贏得市場佔有率
• Zepto 和 Blinkit 是快速商務領域的領導者，但 Swiggy Instamart 的成長速度更快

各國報告免責聲明

印度電子遊戲

關鍵數據發現

2024年的發展

• 手機遊戲因其易用性和當地文化元素而受歡迎
• 圖 14：2024 年的主要趨勢

產業表現

• 手機遊戲繼續推動電玩軟體的成長
• Supergaming 印度未來主義透過本地創新推動成長
• 展覽 15：印度未來主義概念啟發了《印度河生存遊戲》中的人物
• 遊戲內購買和交易推動收益成長
• 圖 16：Battleground Mobile India 利用微交易模式推動收益

下一步

• 可支配收入的增加預計將推動電子遊戲的持續成長
• 新技術和遊戲內購買推動行動遊戲成長
• 圖 17：分析師觀點
• 隨著企業加大投資，電子競技有望促進電玩遊戲的成長
• 競爭日益激烈，遊戲耳機可望維持上升趨勢
• 本土創新是引起印度消費者共鳴的關鍵

競爭格局

• 索尼和微軟股價因硬體供應問題下跌
• 99Games 透過參與度和內容拓展其在行動遊戲領域的影響力
• NODWIN Gaming 收購 Freaks 4U Gaming，拓展全球業務
• SuperGaming 的《Indus Battle Royale》在印度文化影響下進行創新

頻道

• 零售電子商務在電動遊戲分銷中佔據更大佔有率
• 電子遊戲硬體佔線下銷售的最大佔有率
• 線下零售商正在採用遊戲來提高客戶參與和品牌忠誠度
• 數位發行成為主流，Steam 用戶群不斷成長

國別報告免責聲明

In 2024, toys and games in India saw robust value expansion, albeit at a more moderate pace due to inflationary pressures. Video games was the top performer in terms of sales and growth, although traditional toys and games also saw a double-digit rise. Notable trends across both categories included a focus on localised innovation and the enduring appeal of established brands. High fragmentation continued, while retail e-commerce gained significance in distribution despite its already high base.

Euromonitor International's Toys and Games in India report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Traditional Toys and Games, Video Games.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Toys and Games market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Dynamism for both video games and traditional toys and games

KEY DATA FINDINGS

• CHART 1 Key Trends 2024

INDUSTRY PERFORMANCE

• Despite the growth of toys and games, some consumers are concerned about their finances
• Maniams Design Studio integrates local culture into toys and games
• Reliance leverages brand recognition for growth in toys and games
• CHART 2 Reliance Games Has a Wide Mobile Games Offering

WHAT'S NEXT?

• Rising disposable incomes expected to drive growth in toys and games
• CHART 3 Analyst Insight
• Engagement with mobile games set to continue to rise
• Local manufacturing set to increase amidst regulation
• CHART 4 Make in India Initiative Will Increase Local Manufacturing
• Retail e-commerce will continue to reshape distribution
• Localised innovations will resonate with Indian consumers
• CHART 5 Indus Battle Royale Uses Local Environments, Characters, and Weaponry

COMPETITIVE LANDSCAPE

• Mattel overtakes Hasbro, while fragmentation increases
• SuperGaming and WoodBee Toys succeed through innovation and cultural relevance
• NODWIN Gaming expands through AFK Gaming, Trinity Gaming, and Freaks 4U Gaming
• SuperGaming and Funskool launch innovative products to meet local preferences

CHANNELS

• Retail e-commerce remains the leading sales channel for toys and games
• Croma and Reliance Digital create experiential gaming zones
• Swiggy Instamart and Hamleys partner to offer quick commerce for premium toys and games

ECONOMIC CONTEXT

• CHART 6 Real GDP Growth and Inflation 2019-2029
• CHART 7 PEST Analysis in India 2024

CONSUMER CONTEXT

• CHART 8 Key Insights on Consumers in India 2024
• CHART 9 Consumer Landscape in India 2024

COUNTRY REPORTS DISCLAIMER

SOURCES

• Summary 1 Research Sources

TRADITIONAL TOYS AND GAMES IN INDIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Cultural relevance, sustainability, and STEM are increasingly important trends
• CHART 10 Key Trends 2024
• CHART 11 Analyst Insight

INDUSTRY PERFORMANCE

• Scientific/educational toys shows the strongest increase, as parents facilitate their children's learning
• CHART 12 Smartivity Offers a Range of STEM Toys
• BIS certification improves safety and ensures consumer trust
• Maniams Design Studio launches culture-themed puzzles Kona and Jharokha

WHAT'S NEXT?

• Household income set to rise, propelling the expansion of traditional toys and games
• Scientific/educational toys to reshape traditional toys and games
• Growing demand for toys that reflect Indian culture and heritage
• Sustainability expected to rise in importance in traditional toys and games
• Global giants will have to adapt to the rise of Indian start-ups

COMPETITIVE LANDSCAPE

• Mattel leads due to popularity of brands including Barbie, Uno, and Hot Wheels
• CHART 13 Mattel Has a Wide Range of Popular Brands
• Toys 'R' Us India proactively embraces BIS certification
• Jammbo and Toyshine expand their reach through diverse distribution strategies
• Funskool Atomic Launcher offers safe, washable, outdoor play for children

CHANNELS

• Traditional toys and games stores continues to dominate due to established customer loyalty
• Amazon and Flipkart gain share through convenience and wide product range
• Zepto and Blinkit are leaders in quick commerce, but Swiggy Instamart rises rapidly

COUNTRY REPORTS DISCLAIMER

VIDEO GAMES IN INDIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Mobile games are popular due to widespread access and local cultural elements
• CHART 14 Key Trends 2024

INDUSTRY PERFORMANCE

• Mobile games continues to drive growth in video games software
• SuperGaming's Indo-Futurism drives growth through local innovation
• CHART 15 Indo-Futurism Concept Inspires Indus Battle Royale Characters
• In-game purchases and transactions drive revenue growth
• CHART 16 Battlegrounds Mobile India Uses Microtransaction Model to Drive Revenue

WHAT'S NEXT?

• Rising disposable incomes set to fuel continued growth for video games
• Growth for mobile games to be driven by new technologies and in-game purchases
• CHART 17 Analyst Insight
• E-sports set to contribute to growth for video games as company investment increases
• Gaming headsets set to maintain its rising trend as the competition rises
• Localised innovation crucial to resonate with Indian consumers

COMPETITIVE LANDSCAPE

• Sony and Microsoft see falling shares due to hardware supply problems
• 99Games leverages engagement and content to bolster its presence in mobile games
• NODWIN Gaming acquires Freaks 4U Gaming to expand its global reach
• SuperGaming's Indus Battle Royale innovates with Indian cultural elements

CHANNELS

• Retail e-commerce gains share in video games distribution
• Video games hardware has the highest share of offline sales
• Offline retailers integrate gaming to boost customer engagement and brand loyalty
• Steam experiences user base growth as digital distribution dominates

COUNTRY REPORTS DISCLAIMER