Nerds ahoy! Time to ride the board game wave
5.6.2020
Pictures: Thomas Kunz
Translation: Jessica Johnson-Ferguson
In the last five years, board game sales have seen an eightfold increase for the online shop Galaxus. The social aspect of these games has proven particularly popular with millennials.
In a world dominated by screens, board games are experiencing a real revival: in 2019, Galaxus sold over 50 per cent more board games than in the previous year. Compared to 2015, this is an eightfold increase. Last year alone, five-figure board game orders were made on Galaxus. Meanwhile, board game cafés and clubs are popping up like Risk armies.
This development in Switzerland reflects an international trend: countries including England, Germany and the US have reported annual growth rates of 15 to 40 percent. In view of these figures, many market observers are now talking about a new golden age of board games. And there's no end in sight for this Pandemic. According to forecasts, global card and board game sales are expected to grow by 60 per cent – from around 13 billion dollars to 21 billion dollars by 2025.
Board game bestsellers on Galaxus
At least in Switzerland, the growth drivers are millennials: four out of ten board game buyers on Galaxus are between 30 and 39 years old. A further 25 per cent are in their twenties. The average age of board game purchasers is 34. And three quarters of them are male. That is not to say that women are not board games enthusiasts.
So what are the reasons for this comeback? Galaxus game specialist Ludo Penning de Vries states four main factors:
The selection
Thousands of new board games flood the market every year. While many of them stay niche, the most popular ones sell in the millions. Today’s selection offers something for everyone: from entertaining entry-level games to epic battles between civilisations often lasting days. Galaxus currently offers a range of over 4,500 games, including more than 1,000 board games. In early 2015, there were just 300. Meanwhile, the German branch of Galaxus now also features hundreds of board games.
The price tag
Board games have become more affordable in recent years – a development partially fuelled by the competition between online retailers and price comparisons made easy for consumers. Four out of ten board games bought by Galaxus customers cost less than 40 francs.
The exposure
The increase in sales has gone hand in hand with a surge of blogs, forums, podcasts and YouTube channels dedicated to board games. Popular examples are Shut Up and Sit Down, Spielekult, The Dice Tower, TableTop or Board Game Geek. These platforms give both beginners and geeks the opportunity to stay up to date and exchange information. By the way, Galaxus also has its very own games editor in Ramon Schneider.
The social aspect
Board games are particularly popular in wintertime: at Galaxus, more than half of all board games are sold in November, December and January. Instead of being glued to their mobile phones, TV screens or PCs, it seems that more and more people in Switzerland prefer to spend those cold winter evenings playing board games with family and friends.
The die is cast: once again, board games have seized our living rooms. And it looks like they're here to stay.
Contact for media representatives
Digitec Galaxus AG
Corporate Communications
Pfingstweidstrasse 60, CH-8005 Zurich
Phone: +41 44 575 96 96
E-mail: media@digitecgalaxus.ch
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Alex Hämmerli
Senior Public Relations Manager
Alex.Haemmerli@digitecgalaxus.chAt Digitec and Galaxus, I’m in charge of communication with journalists and bloggers. Good stories are my passion – I am always up to date.