Introduction

The Games & Puzzles market has been an important and vibrant segment in the global consumer landscape. With the increasing popularity of digital platforms, it has found new avenues for growth. TikTok, in particular, has emerged as a powerful platform in the US, offering unique advantages for promoting and selling Games & Puzzles products. Its vast user base and engaging video content format provide an excellent opportunity for brands and merchants to reach a wide audience and drive sales.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Games & Puzzles market in the US has shown interesting trends. The market size has been subject to fluctuations, influenced by various factors such as consumer preferences and economic conditions. In recent times, there has been a growing trend towards more interactive and family-friendly games and puzzles. Consumer demand has also shifted towards products that offer both entertainment and educational value. This is evident from the increasing popularity of certain types of card games and board games that combine fun with learning elements.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the sales performance of the Games & Puzzles category presented a mixed picture. The GMV Gross Merchandise Volume for the category was $642,100. However, it experienced a significant quarter-on-quarter decline of -90.86%. The sold count was 33,200, with a -62.36% decrease quarter-on-quarter. Despite these overall declines, some products managed to stand out.

The top-selling product was the "PILES Card Game: Family Party Game for Kids, Teens, Adults, Couples, and Families" with a sold count of 3,083 and a GMV of $61,600, showing an impressive 307.16% growth quarter-on-quarter. Another popular product was the "Juego de Lote-Rísa - Loteria Game with 10 Boards and a Deck with 54 Cards" with 2,460 units sold and a GMV of $49,100, achieving a 270.48% growth quarter-on-quarter. These products' popularity can be attributed to their broad appeal across different age groups and their ability to provide an engaging and social gaming experience.

Brand Case Analysis of the Specific Category

Several brands in the Games & Puzzles market on TikTok in the US demonstrated notable performance during the week in question.

"Lost Boy Games" had a GMV of $75,100 with a remarkable 311.61% growth quarter-on-quarter. They sold 3,862 units, with 3 products being sold. Their success could be due to effective marketing strategies on TikTok, perhaps leveraging engaging video content and influencer collaborations. "Lote Risa" also had a strong showing with a GMV of $49,100 and 270.48% growth quarter-on-quarter, selling 2,460 units of their single product. Their focus on a specific, popular game type might have contributed to their high sales.

"Do Or Drink" had a GMV of $33,500 with an 18.91% growth quarter-on-quarter. They sold 1,800 units and had 19 products in their lineup, indicating a diverse product offering. Their ability to maintain growth in a competitive market might be attributed to their brand identity and marketing efforts on the platform.

Conclusion

Overall, the Games & Puzzles market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 had its challenges with significant declines in some key metrics. However, certain products and brands managed to thrive. For cross-border merchants looking to enter or expand in this market, it is crucial to focus on products with broad appeal like family-friendly card and board games. Leveraging engaging video content on TikTok, collaborating with influencers, and maintaining a diverse product offering can help drive sales. Looking ahead, the market is likely to continue evolving, with an increasing emphasis on products that offer unique and engaging experiences, both in terms of gameplay and social interaction.