Board games in Russia

History

2022

Growth in sales of counterfeit products up to 1.5 billion rubles

At the end of 2022, the volume of sales of counterfeit board games in Russia reached approximately 1.5 billion rubles. For comparison, in 2020 this figure was approximately 800 million rubles. This is evidenced by a study by Hobby World, the results of which were released on May 18, 2023.

Hobby World statistics include the proceeds from the distribution of accurate or slightly modified copies of popular foreign board games, which are released in Russian under license. In addition, original Russian games that are sold without the permission of copyright holders are taken into consideration. The volume of counterfeit is calculated based on the cost of the corresponding products and the number of offers for sale on legal Internet sites. However, sales of brands that can operate according to the parallel import scheme are not taken into account.

Sales of counterfeit board games reached approximately 1.5 billion rubles

According to the Vedomosti newspaper, referring to the Hobby World study, the bulk of counterfeit games in Russia are sold through marketplaces. Such products enjoy rather high demand due to their low cost: this is due to the fact that sellers do not need to pay royalties. In addition, cheap materials are usually used in the production of counterfeit, and the games themselves are not certified. Most counterfeit board games are shipped to warehouses on Chinese marketplaces.

The Hobby World study also provides data on the segment of legal board games. Their sales in Russia in 2022 amounted to 22 billion rubles, which is 12.8% more compared to the previous year. The Association of Enterprises of the Children's Goods Industry notes that the sector in question accounted for about 8% of the total toy market, estimated at 201.3 billion rubles.^[1]

Market growth by 12.8% to 22 billion rubles

Total sales of board games in Russia in 2022 reached 22 billion rubles, which is 12.8% more than a year earlier. This is evidenced by the data released in mid-March 2023 by one of the largest market participants - Hobby World Publishing House.

According to Vedomosti, the growth of the Russian board game market slowed down sharply - in 2019-2021. positive dynamics were measured on average 30-67%. The publishers "Lifestyle" and Cosmodrome Games confirmed this data to the newspaper.

The volume of the board games market in Russia in 2022 reached 22 billion rubles

The decline in demand for board games after the peak of sales during the coronavirus pandemic COVID-19 has led to a slowdown in market growth, says Maria Shvedova, brand director of the Lifestyle board games publishing house. The departure of Western brands also had an impact, as the companies,, Hasbro Mattel Spin Master stopped deliveries to the Russian Federation.

Also, the slowdown in dynamics was influenced by large film and video game studios, as they forbade their partners to supply board games with the participation of their characters to Russia, says Shvedova. She recalled that new Star Wars games, Assassin's Creed (Ubisoft), were not released in Russia. In the total sales structure, games based on popular films and video games accounted for up to 20%, Shvedova noted. But Cosmodrome Marketing Director Vladimir Edelev estimated the share at 8%. The decline in purchasing power also affected the slowdown in the market, says Natalya Suprunyuk, marketing director of Hobby World holding.

Hobby World includes the Hobby World and Magellan brands and, according to its own estimates, in 2022 occupied 10% of the Russian board games market. Other major board game publishers are Lifestyle (4.4%), Cosmodrome Games (2.7%), Bondibon (2.63%), Gaga Games (2.47%).^[2]

Notes