Introduction

In the global consumer landscape, the Games & Puzzles market has been gaining significant importance. It offers a diverse range of products that appeal to various age groups, from kids to adults. With the increasing popularity of digital platforms, TikTok has emerged as a unique and powerful medium in the US market. Its ability to reach a vast audience through short, engaging videos provides an excellent opportunity for the Games & Puzzles category to showcase its products and engage with potential customers.

Category Market Overview

The Games & Puzzles market in the US has witnessed steady growth over the years. According to recent data from authoritative websites, the market size has been expanding, driven by factors such as increased disposable income, a growing interest in indoor entertainment, and the popularity of family and group activities. Consumer demand has also been evolving, with a preference for innovative and interactive games and puzzles. The integration of technology in traditional games has further boosted the market, attracting tech-savvy consumers.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the Games & Puzzles category had an interesting sales performance. The GMV Gross Merchandise Volume was $642,100. However, it experienced a significant quarter-on-quarter QoQ decline of -90.86%. The sold count was 33,200, with a QoQ decrease of -62.36%. Despite these declines, there were some top-selling products that showed remarkable growth.

For instance, the "PILES Card Game: Family Party Game for Kids, Teens, Adults, Couples, and Families" had a sold count of 3,083 and a GMV of $61,600, with a staggering GMV QoQ growth of 307.16%. The "Juego de Lote-Rísa - Loteria Game with 10 Boards and a Deck with 54 Cards" also performed well, with 2,460 units sold and a GMV of $49,100, showing a GMV QoQ growth of 270.48%. These products' popularity can be attributed to their family-friendly nature, making them ideal for group gatherings and parties.

Brand Case Analysis of the Specific Category

Several brands and stores in the Games & Puzzles market on TikTok in the US stood out during the analyzed week.

"Lost Boy Games" had a GMV of $75,100 with a remarkable GMV QoQ growth of 311.61%. They sold 3,862 units, with 3 products being sold. The brand likely benefited from effective marketing strategies on TikTok, perhaps through engaging video content that showcased their games' features and fun aspects. "Lote Risa" also had a strong performance, with a GMV of $49,100 and a GMV QoQ growth of 270.48%. They sold 2,460 units of their "Juego de Lote-Rísa - Loteria Game with 10 Boards and a Deck with 54 Cards", indicating a focused product offering that resonated with customers.

Conclusion

Overall, the Games & Puzzles market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 had a mixed performance. While there were some products and brands that showed significant growth, the category as a whole faced challenges with a decline in GMV and sold count QoQ. For cross-border merchants, it is crucial to focus on creating engaging video content that highlights the unique features of their games and puzzles. They should also keep an eye on emerging trends in consumer preferences, such as the demand for family-friendly and interactive products. Looking ahead, the market is likely to continue evolving, with potential for growth as TikTok's user base in the US expands and more consumers turn to the platform for shopping and entertainment.