Our report finds that Nintendo Switch has the largest market share (60%) in Taiwan now. During the level 3 COVID alert, 60% of players spend their time on game consoles more frequently. In the next 6 months, 25% plan to get a new console, so we can expect the market to grow.

Key findings

• As to spending, most people are willing to spend around 15,000-20,000 on game consoles and accessories.
• For purchase habits, 40.3% of players get the games and accessories first and then buy more games later. Another 38.0% tend to wait for discounts and special offers.
• Apart from personal entertainment, players also need games where family and parents/children interaction is involved. From the games they own, the top five popular game types are Action/Adventure (57.7%), Sports (48.2%), Racing (46.3%), Puzzles (37.5%), and Family/Kids (36.8%).

Recommendations

Satisfying different consumer demands, competitive price and allowing family participation are the key factors attributing to Switch's large market share. As the opinion of family/friends is a decisive factor when players buy game consoles, the manufacturer has successfully won the hearts of consumers during the pandemic because it creates family friendly gaming environment and allows family participation.