Gaming Icons Smash Australian Retail

19th December 2023

Gaming Icons Smash Australian Retail

With the gaming industry in Australia booming, demand for licensed consumer product grows. Gone are the days of gaming as a niche subculture, fans are now embracing their fandom and integrating their favourite virtual worlds into their everyday lives.

According to the latest Australia Plays 2023 report, 4 out of 5 Aussies are actively immersed in the gaming experience. The report highlights that 91% of Australian parents are actively participating in gaming with their children, using it as a means for bonding. This acceptance has paved the way for what we confidently identify as the golden age of video game licensing.

With gaming’s rising popularity, retailers are now presented with opportunities to tailor their offerings to meet the growing demand for officially licensed gaming consumer products.

“4 out of 5 customers walking into Australian retailers are gamers.  Retail now has a huge opportunity to capture this audience and powerfully connect with its customers through video game franchises,” said Merchantwise Managing Director Kerryn McCormack.

Merchantwise’s growing portfolio consists of the crème de la crème of gaming properties, including leading names such as Minecraft, Xbox, Halo, Call of Duty, Sonic the Hedgehog and nostalgic gaming icons Pac-Man, Tamagotchi and Space Invaders.

Minecraft Quest in BIG W

Minecraft requires no introduction as the brand continues to capture the hearts of many players in 2023. The brand has experienced strong retail growth and solidified its presence as one of Australia’s favourite evergreen brands in licensing.

Expanding on Minecraft’s retail footprint in 2023, BIG W paved the way for Australian retail with the first Minecraft cross-category retail experience in January – ‘Minecraft Quest’. Minecraft Quest is a full-scale Minecraft retail experience that welcomes BIG W customers into the Minecraft world via Augmented Reality (AR) technology.  Over 13,000 participants of all ages participated over the course of 4 weeks and the activation proved to be a resounding success – an overall testament to the brand’s everlasting potential in retail.

Looking forward to what’s coming, in 2024 we’re gearing up to celebrate Minecraft’s 15th birthday, with plenty of promotional opportunities and style guides promising an entirely new look and feel; a new Minecraft movie is scheduled for April 4th 2025.

 

EB Games Sonic launch

Sonic the Hedgehog is quickly speeding his way up the popularity leaderboard. With the release of the Sonic movies in 2020 and 2022, the brand soared to greater heights and is cementing its position as one of Australia’s top entertainment licenses. In 2023, Sonic continues to enjoy amazing year-on-year growth, with the hype of the Sonic movies generating interest among younger audiences while still capturing the hearts of nostalgic fans.

Sonic is now a true A-Grade entertainment brand and is delivering supersonic results at retail. Merchantwise has partnered with EB Games to bring fans a whole new range of Sonic products. Launched in November this year, the range includes a collection of Sonic accessories, drinkware, bags and many more that any Sonic fan will adore.

And while we’re eagerly anticipating the release of the Sonic Movie 3 in December 2024, next year will be a huge year for Sonic in terms of game releases, TV spin-offs and content – the future is looking bright for the blue blur.

Super Cheap Auto Call of Duty launch

Celebrating the highly anticipated release of the Call of Duty: Modern Warfare III game in November, Merchantwise has joined forces with Super Cheap Auto to unveil an exclusive range of gaming accessories just in time for the upcoming festive gifting season. Boasting a wide array of gaming accessories and drinkware products, the exclusive range features iconic prints and designs from the beloved franchise that will surely resonate with any fan and is guaranteed to add touch of flair to your gaming battle station.

It’s evident that gaming’s impact extends far beyond trends – it’s a cultural shift that reflects the changing ways we connect, create, and experience entertainment. The question that remains is whether you are prepared to shape the future of Australian entertainment. Whether you’re a gaming enthusiast, retailer, or industry partner, the gaming boom is an undeniable force, and the time to align with this cultural shift is now.

 

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