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, has emerged as a powerful platform with unique advantages for promoting and selling Games & Puzzles products. Its vast user base and engaging video content format allow brands and merchants to showcase their offerings in an innovative and interactive way, reaching a wide range of potential customers.

Category Market Overview

According to various authoritative sources, the Games & Puzzles market in the US has been experiencing a dynamic growth pattern. The market size has been expanding steadily, driven by factors such as the growing demand for family entertainment, educational games for kids, and challenging puzzles for adults. Consumer demand changes have also been notable, with a shift towards more interactive and digital-based games and puzzles. This trend is in line with the overall technological advancements and the increasing preference for online and mobile entertainment options. Integrating the available data, it's evident that the market is highly competitive, with numerous players vying for a share of the growing consumer base.

Sales Situation of the Specific Category

On TikTok Shop in the US during week 05 of 2025, the Games & Puzzles category had a mixed sales performance. The GMV Gross Merchandise Volume for the week was $282,700, showing a significant quarter-on-quarter QoQ decline of 44.29%. The sold count was 14,200, also experiencing a QoQ decrease of 44.75%. However, several products managed to stand out.

The "Exploding Kittens Horrible Therapist: Base Edition 3-8 Players - Ages 17+ - 15 Minutes to Play - Party Game, Family Game Night, Card Game" had a sold count of 1,350 and a GMV of $26,500, with a remarkable GMV QoQ growth of 450.74%. Another popular product, "HOW DEEP WILL YOU GO? For Lovers", had a sold count of 1,377 and a GMV of $27,400, with a 28.66% GMV QoQ increase. The popularity of these products can be attributed to their unique concepts, engaging gameplay, and effective marketing on TikTok. They likely caught the attention of users through creative videos and influencer endorsements, leading to increased sales.

Brand Case Analysis of the Specific Category

Several brands in the Games & Puzzles market on TikTok in the US demonstrated notable performance during week 05. For example, "Exploding Kittens, Inc." had a GMV of $10,700 with a strong GMV QoQ growth of 60.52% and a sold count of 534. Their success could be due to their well-known brand name and the popularity of their products, which are often shared and promoted on TikTok. Another brand, "Mys Aurora", had a GMV of $11,000 with a 35.74% GMV QoQ increase and a sold count of 332. They might have leveraged TikTok's platform to showcase their unique product offerings and engage with their target audience effectively.

"How Deep Will You Go" store had a GMV of $15,200 with a -40.13% GMV QoQ decline and a sold count of 705. Despite the decline, they still managed to maintain a presence in the market. Their marketing strategies might need to be adjusted to adapt to the changing market dynamics on TikTok.

Conclusion

Overall, the Games & Puzzles market on TikTok in the US during week 05 of 2025 presented a challenging yet opportunity-filled landscape. The decline in overall GMV and sold count indicates the need for merchants to continuously innovate and adapt their marketing strategies. Cross-border merchants should focus on highlighting the unique features of their products through engaging TikTok videos, collaborating with popular video bloggers, and leveraging trending hashtags to increase visibility.

Looking ahead, the market is expected to continue evolving with the introduction of new and innovative games and puzzles. Merchants who can stay ahead of the trends and effectively utilize TikTok's platform for marketing and sales are likely to succeed in this competitive market.