Board Game Industry Hits £12 Billion Globally: What's Driving Growth?
The board game industry reached £12 billion in global revenue in 2024, marking a 28% increase from pre-pandemic levels and defying predictions that digital entertainment would dominate leisure time.
According to market research firm Euromonitor International, tabletop gaming has experienced consistent double-digit growth since 2020, with educational and strategy games leading the charge.
The Numbers Behind the Boom
Key statistics from the 2024 Board Game Market Report:
| Metric | 2020 | 2024 | Growth | |--------|------|------|--------| | Global market value | £9.4B | £12.0B | +28% | | Units sold | 2.1B | 3.2B | +52% | | New titles released | 3,400 | 5,800 | +71% | | Average game price | £22 | £26 | +18% |
The UK market alone grew to £780 million, representing 6.5% of global sales—disproportionately high given the UK's population.
"We're seeing sustained growth that nobody predicted five years ago," says Helena Andersen, analyst at Euromonitor. "Digital fatigue is real. Families want screen-free entertainment that brings people together."
Five Growth Drivers
1. The Pandemic Effect That Stuck
COVID-19 lockdowns forced families indoors, and many rediscovered board games. What surprised analysts: the trend didn't reverse when restrictions lifted.
"We expected a post-lockdown drop. Instead, sales climbed another 12% in 2023," notes Richard Hayes, CEO of the UK Games Expo.
Theory: People formed new habits. Game nights became traditions that outlasted the pandemic.
2. Educational Market Expansion
Schools and educators are increasingly adopting games as teaching tools. The educational segment grew 43% from 2020-2024, now representing £1.9 billion of the total market.
Contributing factors:
- Research demonstrating learning outcomes
- Teacher training on game-based pedagogy
- Budget allocation for "hands-on learning materials"
Products like Smoothie Wars—designed explicitly for business education—saw 380% sales growth among educational institutions in the past two years.
3. Gen Z and Millennials Embrace Analog
Contrary to stereotypes, younger demographics are driving growth. Players aged 18-34 now represent 41% of regular board game purchasers, up from 28% in 2018.
"Digital natives are choosing analog experiences precisely because they're different," explains Dr. Sarah Chen, consumer behavior researcher at LSE. "It's a deliberate counter-balance to screen saturation."
Social media has paradoxically fueled this: platforms like TikTok and Instagram feature board game content that reaches millions. The hashtag #boardgames has 4.2 billion views on TikTok.
4. Premium and Strategy Games Outperform
Average transaction value rose 18% as consumers shift toward complex strategy games priced £30-60, away from mass-market £15 titles.
Best-selling categories in 2024:
- Economic/business strategy games (+48% YoY)
- Cooperative adventure games (+39%)
- Deck-building games (+34%)
- Social deduction games (+29%)
- Educational STEM games (+27%)
"Players are seeking deeper experiences. The 'beer and pretzels' light game market is flat, while heavy strategy is booming," says industry consultant Tom Barrett.
5. Crowdfunding Democratizes Publishing
Platforms like Kickstarter enabled 1,200+ successful board game campaigns in 2024, raising a combined £340 million.
Impact: More diverse games reaching niche audiences. Educational games, historically underserved by big publishers, thrived in crowdfunding.
Example: "Economics: The Game" raised £420,000—44 times its £9,500 goal—proving demand for sophisticated educational content.
Regional Variations
Growth by region:
- Asia-Pacific: +34% (fastest growing; China and South Korea leading)
- North America: +26% (largest market by value)
- Europe: +24% (UK, Germany, France dominating)
- Latin America: +31% (emerging market; Brazil driving)
- Middle East/Africa: +19% (smallest but accelerating)
Surprising insight: Educational game sales grew fastest in Asia (+62%), where after-school learning centers integrate games into tutoring.
What This Means for Education
The educational gaming surge presents opportunities:
For teachers: More high-quality, curriculum-aligned games available than ever. Publishers actively seeking educator input.
For students: Learning experiences diversifying beyond traditional methods.
For publishers: Education represents untapped growth. Many strategy games could reposition for classroom use with minor modifications.
For parents: Board games increasingly viewed as legitimate educational investments, not just entertainment.
Challenges and Risks
Supply chain fragility: Component shortages (especially dice and cards) delayed 18% of releases in 2024.
Market saturation concerns: 5,800 new titles compete for shelf space and attention. Discoverability challenges increase.
Digital competition: While analog gaming grows, digital gaming still dwarfs it (£150B+ globally). Economic downturns might shift spending priorities.
Environmental scrutiny: Plastic components and packaging waste attracting criticism. Industry exploring sustainable materials.
Expert Predictions for 2025-2027
Analyst consensus:
- Continued growth but decelerating: 8-12% annually (still healthy)
- Educational segment will reach £3B by 2027
- Hybrid digital-physical games emerge (app-integrated)
- Secondhand market formalizes (sustainability and affordability)
- More corporate team-building adoption
"We're not in a bubble," asserts Andersen. "This is structural realignment. People are deliberately choosing face-to-face interaction. That's not a fad."
The Bottom Line
Board gaming's £12 billion milestone reflects something deeper than market trends: a cultural shift toward intentional, screen-free connection.
For educators, the timing is perfect. As the industry invests in quality educational content, schools gain access to proven teaching tools backed by both research and market validation.
The question isn't whether game-based learning will grow—it's how quickly schools will adapt to meet students where engagement already exists.
Sources:
Euromonitor International (2024). Global Board Games Market Report 2024.
UK Games Expo (2024). Industry Analysis and Trends.
Chen, S. (2024). "Digital Natives, Analog Choices." Journal of Consumer Behavior, 38(4).
About the Author:
The Smoothie Wars Content Team creates educational gaming content. The team tracks board game industry trends with a focus on educational gaming markets.
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