Here Are the Biggest Video Game Franchises in UK History

Key insights

5 takeaways

01
The top 30 highest-earning video game franchises in UK history, based on boxed sales data since 1995, generated over £12.7 billion in revenue over 27 years.
02
FIFA is the No.1 UK video game brand by boxed sales revenue, with 50 games released since 1993, followed by Call of Duty with 32 games since 2003.
03
Gamescom Asia x Thailand Game Show 2026 will feature its most international lineup ever, with exhibitors from 29 countries and regions and 20 pavilions from 12 markets, including new additions from Indonesia, Japan, Malaysia, and the US.
04
The Gamescom Asia x Thailand Game Show 2026 business area, open from October 29-30, will host a conference with over 80 speakers from 27 countries, including a keynote by John Romero.
05
Other recent industry news includes Fishlabs announcing layoffs due to 'changing project requirements' and Sega/Creative Assembly removing Total War: Shogun 2 remaster from sale due to quality concerns.

Summary

GfK has compiled a comprehensive analysis of the most successful video game franchises in UK history, specifically focusing on boxed retail sales performance. The data covers a 27-year period, spanning from 1995 to 2022, and identifies the top 30 highest-earning brands. Collectively, these top 30 franchises have generated over £12.7 billion in revenue, underscoring the evolution of the gaming sector from a niche hobby into a major mainstream industry.

The findings highlight the dominance of long-running, annualized, or multi-title series. FIFA holds the top position, followed by Call of Duty in second place, Nintendo’s Mario franchise in third, and the Grand Theft Auto series in fourth. The analysis notes that individual titles often drive significant portions of a franchise's total revenue; for instance, Grand Theft Auto 5 accounts for 40% of the entire series' boxed sales in the UK. Furthermore, the data reveals that licensed intellectual properties—such as LEGO, Star Wars, and Harry Potter—alongside major sports brands, have collectively contributed £2.8 billion to the total revenue figure since 1995.

The methodology relies on GfK’s historical boxed sales tracking, which provides a consistent metric for evaluating the commercial longevity and market impact of these brands. By examining 30 years of retail data, the analysis illustrates how specific characters and titles have become deeply embedded in popular culture. The results confirm that while the industry has diversified, established franchises remain the primary engines of revenue, reflecting the enduring consumer demand for consistent, high-profile gaming experiences.