Tesco’s gaming sales ahead of Amazon; first time since 2012

The latest data on the physical entertainment market from Kantar Worldpanel has revealed that Tesco and Asda fared best during the festive period when supermarkets traditionally perform less well.In gaming, Tesco’s share of 14.3% was enough to move it ahead of Amazon – the first time it has led the online giant over Christmas since 2012, while Asda made gains in games and video following two years of declining fourth quarter share.

Argos saw the biggest gains this Christmas, increasing its market share by 2.8 percentage points to 9.9%.  In the main this was thanks to its 19.1% share of the games market – it took over a quarter of gift sales in November and December to push this figure higher than any point in the past five years.

The latest data on the physical entertainment market from Kantar Worldpanel has revealed a tough fourth quarter with a decline of 7.8% across music, video and gaming in the 12 weeks to 18 December.  Music and video both witnessed double digit declines, with sales falling by 11% and 12% respectively, while gaming was down by 2.7%.

Fiona Keenan, strategic insight director at Kantar Worldpanel, comments: “The music market needs platinum selling albums to sustain its performance.  Albums like Adele’s 25 can be worth more than 10% of the market in one quarter alone and with no major albums this period, music sales have taken a hit.  There’s already a lot of hype around Ed Sheeran’s upcoming album release in March so we can expect a clear boost to the market.”

Fiona Keenan comments: “Having its outlets in Sainsbury’s stores will allow Argos to appeal to a much broader range of consumers among all entertainment markets, particularly in gaming.  At the moment the majority of its games sales are to under-35s, and only 6% of Argos and Sainsbury’s gaming consumers buy across both stores, so its growing concession presence should put it in a good position to increase share again this year.”