Think Tank Media Comment on Popularity of Physical Gaming Products

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Bespoke packaging specialists Think Tank Media comment on the current popularity of physical products with video game fans.

Think Tank Media

Think Tank Media

Increasingly, they are looking for high-quality packaging that is more than just a box to acknowledge that this is how their core audience buys their products.

Despite the rise of digital downloads, recent surveys and sales figures show that video game aficionados still prefer a physical product; according to analysts Kantar WorldPanel 72% of consumers are buying physical products only, compared to only 10% who purchase digital content exclusively and 18% who buy both. Specialists in bespoke packaging and promotional products Think Tank Media commented on the trend, saying that this is something they have observed themselves in their work with the gaming industry.

A spokesperson for Think Tank Media said, “The target audience for video games has shifted over the years; while there are still many titles aimed at children, the adult gaming audience is six times larger, and surveys show that over half of the adult population in the UK are now playing console games on a fairly regular basis. This means that a lot of gamers have expendable income which they are more than happy to spend on physical products which add value to their game. Special edition packaging with art books, maps, world guides and more, this is something that has proved popular over and over again and shows no sign of losing traction even though it has become so easy to purchase games in a purely digital version. What we are seeing is that games developers are recognising this dichotomy, that although they may be getting a lot of revenue from digital products, they are still making most of their sales physically. Increasingly, they are looking for high-quality packaging that is more than just a box to acknowledge that this is how their core audience buys their products.”

Alongside added-value packages, other attractions to the physical product include the ability to return a completed game to a store for its trade-in value, as well as a perception that digital products are high-cost. Other physical products can be used to augment a video game in many ways; as announced at the recent E3 conference, Nintendo are introducing a new range of “amiibo” figurines which can be used to wirelessly interact with games in a similar way to the existing Skylanders and Disney Infinity franchises, which have already proved successful.

Think Tank Media are one of the market leaders for bespoke packaging, promotional products and project management, specialising in turning ideas into highly marketable products. Think Tank has worked with a wide range of high profile clients across an equally broad array of industries, including Sega, Konami, Coca-Cola, Manchester United, Toni & Guy and Ted Baker. The company has built up a reputation for turning almost unworkable briefs into physical realities in the face of challenging deadlines, and providing a service which regularly exceeds the expectations of their customers.

For more information on Think Tank Media and their services, please visit their website at

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Tracey Hunt
Think Tank Media
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