IIDEA unveils the new annual report on video games market in Italy

In 2019 the total turnover of the industry reached almost 1,8 billion euros, recording a total increase of 1.7% compared to 2018. More than 17 million Italians have played in the 12 months analyzed. 

16 April 2020 – According with the 2019 market and consumer data in Italy, the industry is healthy, recording a total turnover of 1 billion and 787 million euros with an increase of 1.7% compared to previous analysis.

The sector continues to be driven by sales of hardware and software, with a turnover of EUR 358 million (15.9% compared to 2018) and EUR 1,4 billion (+7,3% compared to 2018) respectively. The hardware market is in normal physiological decline because of the new launches announced. The software market, on the other hand, shows a positive trend overall. In particular, digital software, including digital downloads on consoles and PCs and apps, is the segment that continues to record the strongest expansion, with a year-on-year growth of 13.5% and a turnover that reaches 1,127 billion euros, thus confirming the positive development trend of recent years. The segment of accessories remains stable (-0.1% compared to 2018) with a total turnover of 101 million euros.

“Results of our analysis show an increasingly consolidated relationship between Italians and video games in a significant moment of evolution. Dynamism is the main feature of the video games industry, which can reinvent itself every year thanks to its extraordinary ability to confront new technological challenges and to cross the boundaries of creativity” claimed Marco Saletta, IIDEA Chairman. “Waiting for the new generation cycle to come in 2020, the video game, whether a pastime, a job or a passion, continues to become more accessible and consolidate its position as a form of entertainment, involving a growing and diversified number of players in Italy, as in the rest of the world.”

The Italian video games market’s size have been calculated based on the collaboration with the European Federation ISFE and through various sources of data: GSD (Games Sales Data) tracks retail market, GSD (Games Sales Data) and GameTrack track digital market, AppAnnie and GameTrack track the mobile market. Consumer data, collected in the fourth trimester of 2019 within the GameTrack project, are based upon an online and offline interview submitted to a sample representing the 6-64 Italian population.

The combined chart of best-selling video games in Italy in 2019 (all platforms, physical and digital) is led by FIFA 20, followed by Grand Theft Auto V and Call of Duty: Modern Warfare. Top 3 best selling consoles games are the same. Top 3 best-selling PC games, instead, are Tom Clancy’s Rainbow Six Siege, Grand Theft Auto v and Borderlands: The Pre-Sequel.

“The Italian gaming market continued to prove its strength and health during 2019. Despite the slowdown in the sales of hardware linked to the announcement of the new generation of consoles, the good performance of software (physical and digital) confirmed the preference for gaming in the Italian consumers’ mindset”, claimed Antonio Rubio, International Sales Director at B2Boost. “It is remarkable too that the shift towards digital software acquisition has continued, with a strong growth during the past year, thus following a similar trend to other European countries”.

Best-selling genres in 2019 were Action, Sports Games and Shooter. Interesting to underline the second place of Strategy Games in the top 10 best-selling video games on PC only.

Italian gamers

People in Italy who had a gaming experience during 2019 were 17 million, namely 39% of the Italian population between the ages of 6 and 64. Of these, men account for 53% and women for 47% (+1% compared to 2018). The video game is widespread especially in the younger age groups, with a higher concentration between the ages of 11 and 24.

“Gaming in Italy has move from strength to strength during 2019 reaching nearly 2 in 5 people who now play games on any device. This accounts for around 17m gamers in Italy who play on average for 7.4 hours/week gaming (also increasing from 6.7 hrs/week on Q4 2018). This probes gaming is a very engaging entertainment medium”, commented Eduardo Mena, Research Director at IPSOS. “These increases on gamer numbers and levels of engagement have driven another successful year for the Italian gaming industry during 2019 - more gamers investing more time and generating more revenue into the economy. The entire gaming ecosystem grew to €1.8bn during 2019, an impressive performance bearing in mind the current stage of the console cycle, with new devices coming within the next year”.

As far as gaming platforms are concerned, mobile devices such as smartphones and tablets are the most widely used, with an audience of 10,5 million gamers, of whom 5,6 million are women. This is followed by PCs with 7,8 million players and home consoles with 6,7 million. However, a gamer spends on average more time in front of a console (5.4 hours a week) than playing on PC (4 hours) or with a mobile device (5.3 hours a week).

Download the new report