Introduction

The Games & Puzzles market has been an important part of the global consumer landscape. With the increasing popularity of digital entertainment and at-home activities, this category has witnessed significant growth. TikTok, especially in the US region, has emerged as a powerful platform with unique advantages. It provides a vast audience base and engaging content formats that allow brands and merchants to showcase their Games & Puzzles products in an innovative and interactive way, reaching a wide range of potential customers.

Category Market Overview

According to authoritative sources, the Games & Puzzles market in the US has been expanding steadily. The market size has seen a notable increase over the years, driven by factors such as the growing demand for family entertainment, educational games for kids, and stress-relieving puzzles for adults. Consumer demand changes have also been evident, with a shift towards more interactive and digital-based games and puzzles. The integration of technology, like augmented reality in some games, has further fueled this growth trend. Overall, the market shows a promising outlook with continuous evolution to meet the diverse needs of consumers.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the Games & Puzzles category exhibited interesting sales performance. The GMV Gross Merchandise Volume reached 1318.17 million US dollars, with a remarkable quarter-on-quarter growth rate of 174.77%. The sold count was 34.24 million, showing a 56.4% increase. Some of the top-selling products included "Surging Sparks Booster Packs *BOX FRESH*" with a sold count of 6.63 million and a GMV of 702.66 million US dollars, experiencing a staggering 129292.46% GMV growth quarter-on-quarter. Another popular product was "Grab The Mic - The Party Game For People Who Can't Sing!" with 1.49 million units sold and a GMV of 48.16 million US dollars, having a 956.66% GMV qoq growth. The popularity of these products can be attributed to their engaging gameplay, suitability for social gatherings especially during the holiday season in December, and effective marketing on TikTok through engaging video content created by influencers and brands themselves.

Brand Case Analysis of the Specific Category

Several brands and stores stood out in the Games & Puzzles market on TikTok in December. For instance, "Cards For Trade" had a GMV of 702.84 million US dollars with a sold count of 6.63 million, achieving an astonishing 110344.89% GMV qoq growth. Their success might be due to their unique product offerings, strategic pricing, and effective use of TikTok's marketing channels to reach a large audience. Another notable brand is "Lucky Egg US" with a GMV of 49.66 million US dollars and 1.55 million units sold, showing an 831.64% GMV qoq growth. They likely capitalized on their brand image, product quality, and engaging TikTok campaigns to drive sales. These top-performing brands not only contribute to the growth of the Games & Puzzles market on TikTok but also set examples for other merchants in terms of marketing strategies and customer engagement.

Conclusion

Overall, the Games & Puzzles market on TikTok in the US during December showed strong growth and promising trends. The high GMV and sold count figures, along with the significant growth rates of many products and brands, indicate a vibrant market. For cross-border merchants, it is advisable to focus on product innovation to meet the evolving consumer demands, leverage TikTok's marketing capabilities such as collaborating with video bloggers and creating engaging content, and maintain competitive pricing. Looking ahead, the market is expected to continue growing, with potential for further expansion in digital and interactive game and puzzle offerings, as well as increased international participation from both merchants and consumers.