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, in the US region, has emerged as a powerful platform with unique advantages. It provides a vast audience base and engaging content formats that can effectively promote Games & Puzzles products, making it a lucrative market for sellers.

Category Market Overview

According to various 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 challenging puzzles for adults. Consumer demand has shifted towards more innovative and interactive products. For instance, there is a rising preference for digital games that can be played on mobile devices as well as traditional board games with unique themes and gameplay mechanics. This trend is also reflected in the data we have for TikTok, where the engagement with Games & Puzzles content has been on the rise.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/12 - 2025/01/18, the Games & Puzzles category showed interesting sales performance. The total GMV Gross Merchandise Volume was $696,200. The GMV had a quarter-on-quarter growth rate of 8.43%. The sold count was 33,300, with a quarter-on-quarter growth rate of 0.36%. The average price of the sold products was $20.90, and the sold count ratio was 20.91%.

Looking at the top-selling products, "The Original Tapple® After Dark® Word Game" had a sold count of 1765 and a GMV of $38,800 with a significant GMV quarter-on-quarter growth rate of 3294.23%. "Wooden Dice, Funny Food Pattern Dice" also performed well with 1290 units sold and a GMV of $2411.5, having a 31% GMV quarter-on-quarter growth rate. These products' popularity could be attributed to their unique designs, suitability for social gatherings like parties, and their appeal as gifts for various occasions.

Brand Case Analysis of the Specific Category

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

The Op Games had a GMV of $44,500 with a remarkable 954.3% GMV quarter-on-quarter growth rate. They sold 2035 units, had 19 products in total, with 9 of them being sold products, and had 23 video bloggers promoting their products. Their average price was $21.87, and the sold count ratio was 6.39%. Their success might be due to effective marketing strategies on TikTok, leveraging engaging video content to showcase their games.

LiquidLuckGaming also had a strong performance with a GMV of $38,200 and a 1195.58% GMV quarter-on-quarter growth rate. They sold 969 units, had 21 products, 11 of which were sold products, and had 5 video bloggers. Their average price was $39.40, and the sold count ratio was 5.48%. Their focus on unique and engaging game offerings might have contributed to their growth.

Relatable had a GMV of $32,100 with a 38.6% GMV quarter-on-quarter growth rate. They sold 1667 units, had 43 products, 20 of which were sold products, and had 18 video bloggers. Their average price was $19.26, and the sold count ratio was 4.61%. Their ability to connect with the target audience through relatable content could be a key factor in their sales performance.

Conclusion

Overall, the Games & Puzzles market on TikTok in the US during the week of 2025/01/12 - 2025/01/18 showed promising trends. The category witnessed growth in both GMV and sold count, with several top-selling products and successful brands emerging. For cross-border merchants, it is advisable to focus on creating unique and engaging products, leveraging TikTok's video content features for effective marketing, and collaborating with popular video bloggers to increase brand visibility. Looking ahead, the market is expected to continue its growth trajectory, with further innovation in product offerings and marketing strategies likely to drive success in this competitive landscape.