Beyond the screen How and why gaming merch and collectibles fuel fandom
Get full access to this report and assets
If you are interested this report, or related reports such as Digital advertising reception of gamers, Q4 2022 , MIDiA Research global games forecasts 2025–2031 The market is mature, so double-digit growth is a fantasy and MIDiA's gamer segmentation Prioritise why – not just how – players engage with games get in touch today to enquire about a report bundle.
The physical gaming merchandise and collectibles market is a multibillion-dollar industry that serves as both organic marketing and a way to strengthen community engagement. However, the space has grown increasingly complex due to a surge in fan-made merch, a crowded field of game properties, and economic pressures like the rising cost of living. As a result, many companies opt for low-cost digital alternatives rather than navigating the risks of physical production.
Determining what merchandise to create, how to market it, and who the target audience is has become more difficult, particularly with big-name franchises dominating the space. This complexity can discourage smaller studios or new IPs from investing in physical merchandise, despite its long-term brand and community-building potential.
This report offers a clear overview of the game merchandise market and customers, including which types of merchandise resonate with different segments of gamers, and identifies the most effective advertising channels. By reducing ambiguity, it helps companies make more informed, targeted decisions about their merch strategies.
Key data in this report:
- Detailed profile of consumers who buy games-related merchandise and / or memorabilia: Reasons they play games, how long they play weekly, their favourite games genres, titles and technology they own / use
- Types of merchandise which appeals to monthly gaming merchandise consumers.
- Genres of music and tv / movie and social platforms preferred by monthly gaming merchandise buyers
- Sentiment about in-game advertisements of those who buy gaming merchandise compared to general population
- The importance of seeing characters that are similar in age, race, gender, and ethnicity in the entertainment consumers enjoy
- MIDiA Research Consumer Survey Q1 2025, US, UK, Australia, Canada, France, Poland, Spain, Colombia, Japan n = 9,023
- MIDiA Research Consumer Survey Q2 2025, US, UK, Australia, Canada, Germany, France, Sweden, South Korea, Brazil n = 9,003
Pages: 33 Words: 2819 Infographics: 19