The industry is benefiting significantly from younger demographics using analog games to anchor their social lives, with 74 percent of Gen Z respondents favoring in-person experiences over digital alternatives according to an Asmodee and Kantar barometer. This preference has driven substantial financial gains for Asmodee, including an 18.4 percent quarterly sales jump in board games and a 51.6 percent surge in trading card games through September. Beyond direct retail purchases, live hobby conventions such as Gen Con and Spiel Essen are experiencing packed organized play tournaments and expanding community involvement.
Key points
Young consumers between 16 and 25 years old are increasingly turning to tabletop games to…: Young consumers between 16 and 25 years old are increasingly turning to tabletop games to build off-screen personal relationships.
Popular franchises like Catan, Carcassonne, Pokémon, and Magic: The Gathering are driving…: Popular franchises like Catan, Carcassonne, Pokémon, and Magic: The Gathering are driving rapid revenue gains for major distributors.
Physical hobby stores and major trade conventions continue to see robust foot traffic and…: Physical hobby stores and major trade conventions continue to see robust foot traffic and vibrant community engagement.
Sources checked by our analysis pipeline: 1
Nov 13 : Demand for tabletop games is holding strong as people seek ways to play together in person, Asmodee CEO Thomas Koegler told Reuters ahead of the busy end-of-year shopping season.
Sweden-based Asmodee owns the rights to many globally known board games such as Catan and Carcassonne. It also distributes other publishers' titles, including Pokémon, Hasbro's Magic: The Gathering and Bandai Namco's One Piece trading card games.
"What's clear is that our industry benefits from very strong sociological dynamics of spending time with your loved ones," Koegler said in an interview on Friday.
He expects game nights to remain a popular Saturday plan, especially over Christmas, when darker weather makes games more appealing. The end-of-year holidays are a key sales season for game and toy companies.
Board games have gained popularity among 16- to 25-year-olds, who are now putting them "at the heart" of their social life, Koegler said. An international barometer compiled by Asmodee and Kantar in 2026 showed that 74 per cent of the so-called "Gen Z" thought that in-person experiences were more important than digital ones.
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