zoom on a market that weighs more than 300 million euros in France

Baptist Morin

Has France become the central place of the board game business? In 2021, the board game market reached 360 million euros and some 30 million game boxes were sold. The market has been growing steadily for ten years, and it is driven by exceptional production.

The board game market is booming, especially in France. How to explain it? First there was a “Covid-19 effect” with the confinements, but it is a broader phenomenon. It turns out that the French market is essential in the epidemic of board games. In 2021, the board game market reached 360 million euros and some 30 million game boxes were sold. Driven by exceptional production, the market has been growing steadily for ten years.

It is carried by an exceptional production. “In 2022, we are around 1,500 new games”, reveals Simon Villiot, from the Union of Board Game Publishers. “The French-speaking market is a hyper-dynamic market.”

A market that attracts global giants

French publishers export a lot: between 50 and 70% of their turnover is made abroad. And in the opposite direction, the French market attracts. Notorious example: the American giant Hasbro is a hit in France. Just his three bestsellersMonopoly, Good Pay and Trivial Pursuit – provide him with a good sales mattress.

“If we add up these three titles, we reach one million copies almost every year,” says Pierre-François Periquet, at Hasbro France for 25 years. “It turns heads and it means that we can say that the French market is doing well,” he concludes. The French market is a benchmark, as evidenced by the Cannes International Games Festival. It has become the unmissable event in Europe.