Gaming merchandise market seen reaching $109.31 billion by 2030

The Business Research Company says the gaming merchandise market rose to $74.24 billion in 2026 and is on track to hit $109.31 billion by 2030. Growth is being driven by esports, franchise fandom, collectibles and new direct-to-consumer and AI-powered merchandising models.

Why it matters: - Gaming merchandise is becoming a bigger commercial layer of the gaming economy as fandom moves beyond screens and into apparel, collectibles and lifestyle products. - The market’s growth reflects stronger demand tied to esports, game franchises and character-based products. - The category is also expanding as gaming brands use direct-to-consumer channels and digital tools to sell more personalized merchandise.

What happened: - The Business Research Company published its Gaming Merchandise Market Report 2026, covering market size, trends and global forecasts for 2026-2035. - The report pegs the gaming merchandise market at $74.24 billion in 2026, up from $67.54 billion in 2025. - The report forecasts the market will reach $109.31 billion by 2030. - The company says the market is expected to grow at a 9.9% CAGR from 2025 to 2026 and a 10.2% CAGR through 2030. - Download a free sample of the report. - Read the full report.

The details: - Gaming merchandise includes officially licensed physical products inspired by video games, franchises, characters and virtual worlds. - The report says growth is being fueled by a larger global gaming population, stronger franchise-based gaming demand, more esports tournaments and fan communities, higher demand for character collectibles and wider retail distribution. - The report identifies metaverse-linked gaming ecosystems, AI-powered personalized merchandise, eco-friendly apparel and collectibles, and direct-to-consumer gaming brand platforms as major future drivers. - Other expected trends include character-driven collectibles, esports-themed apparel, limited-edition items, streamer and franchise collaborations, and more personalized gaming accessories and décor. - The report lists North America as the largest gaming merchandise market in 2025. - The Asia-Pacific region is expected to grow fastest during the forecast period. - The report also covers South East Asia, Western Europe, Eastern Europe, South America, the Middle East and Africa. - The report includes market attractiveness scoring, TAM analysis, company scoring matrices, Excel forecasting dashboards, market hotspot infographics and updated graphics and tables.

Between the lines: - The report points to gaming merchandise shifting from niche fandom products to a broader lifestyle category. - Esports remains a key bridge between digital fandom and physical purchases. - The emphasis on eco-friendly products and personalization suggests buyers are pulling the category toward more premium and values-driven products. - Regional growth leadership may keep moving toward Asia-Pacific as gaming communities there expand and merchandising channels mature.

What's next: - The market is projected to keep expanding through 2030 as game publishers, esports operators and merch brands deepen fan monetization. - More licensed products tied to characters, streamers and live events are likely to appear. - Gaming brands are expected to invest further in AI-driven customization and direct sales channels.

The bottom line: - Gaming merchandise is moving from a fan add-on to a fast-growing global business, with esports and franchise loyalty doing much of the heavy lifting.