Video game consoles: how can brands differentiate themselves?


Buoyed by a record-breaking year in 2020, with sales reaching €5.3 billion (11.3% growth)*, the video game industry is asserting itself as a fast-growing sector. Can brands differentiate themselves further?

The context of successive lockdowns, the release of highly anticipated hits (Fifa 21, Animal Crossing, Horizon…), the arrival of new-generation consoles (PS5, Xbox Series X), the creativity of publishers fuelled by technological innovation, and the ever-increasing interweaving of ecosystems (physical + dematerialised + accessories, console + PC + mobile) are all factors that ensure the sector’s success.


The video game community is loyal, passionate, intergenerational and increasingly diverse. More regular (53% of occasional players in 2020 compared to 10% in 1999), older (39 years old compared to 21 in 1999), more feminised (47% of women play video games compared to 20% in 1999) and more multimodal (on average, players use 2.1 game media, and 16% of video game players are subscribers to a gaming platform)**, the video game community is consequently seeing its needs change, and its expectations multiply.


Often expensive and exposed to breakdown, breakage and theft, these high-tech products can last longer if they are protected by insurance. In addition to being a product that increasingly appeals to video game players, the extended warranty helps to build loyalty. Thanks to SPB’s white label positioning, the retailer maintains the link with the player between two console purchases. This is an additional selling point in an ultra-competitive market.