The gaming hobby is experiencing a significant surge in popularity across North America, driven by a massive spike in sales for games and puzzles. In the United States, this specific category grew by 45% during the first half of 2026, according to research from Circana. This growth is largely propelled by teens and adults, who are increasingly investing in collectibles and specialized gaming supplies.

What is driving gaming hobby growth?

While trading cards and collectibles are leading the market, the surge isn't just about buying products to store on a shelf. There is a notable increase in the purchase of play-related accessories, which suggests consumers are actively using their collections.

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Key trends in the hobby include:

  • Trading Card Games (TCG): Rising sales in sleeves and deck boxes indicate players are engaging in active gameplay rather than just speculating on value.
  • Miniatures: Increased sales of paint, models, and markers show a growing interest in tabletop hobby gaming.
  • Dice Games: New products like Ravensburger's Rolliverse series are expanding the market with themed dice and card sets.

How are retailers responding to the boom?

Major manufacturers are shifting their focus to meet this demand. Games Workshop reported that its sales to independent retailers rose by over 17%, making local shops its fastest-growing sales channel. This is particularly significant for the North American market, where trade sales reached record levels.

However, the industry faces some headwinds. Companies are beginning to navigate rising costs, such as the millions of pounds in new U.S. tariffs reported by Games Workshop.

Looking ahead to new releases

Consumers in the U.S. can expect new family-friendly options this holiday season. Ravensburger intends to bring its new Rolliverse dice-and-card collection to Target stores throughout December 2026. These sets, featuring themes like Star Wars and Minecraft, are designed to be expandable. While the U.S. launch arrives in December, Canadian shoppers will see these games arrive in January 2027.

FAQ

Which age groups are spending the most on games?

Teens aged 12 to 17 and adults aged 18 and older are the primary drivers, contributing nearly 60% of the category's revenue growth.

Does buying accessories mean people are actually playing?

Yes, distributors suggest that rising sales of items like deck boxes and sleeves serve as a "measuring stick" showing people are playing rather than just collecting.