The US market research company Circana wants to internationalize. A new PoS Market Measurement service is set to launch in the UK in 2026. In the long term, the company also wants to tap into other markets in Europe.
It remains to be seen whether Circana's internationalization plans will have a significant impact on the European gaming industry. Although Circana is one of the most important suppliers of market data for the US gaming market, the company has not yet commented on which product categories it will provide data for in the UK. Circana announced today that it plans to establish its first PoS measurement service in the UK in 2026. The service will collect and provide weekly and monthly sales data on consumer technology and home appliances. Circana aims to achieve approximately 75 to 80% market coverage with its service.
“The UK is the natural first step for taking our consumer tech and home measurement beyond North America. By combining strong market coverage with transparent methodology and the same approach our clients rely on in the US, we’re giving the industry a clearer, more comparable view of how the UK market is really performing,” says Brad van Dillen, President, Global Hardlines Sector.
It will be interesting to see how Circana implements its plan to adapt the data from the UK to the North American definitions for categories, hierarchies, and product attributes. Circana's aim is to achieve cross-market comparability.
It is also exciting that Circana openly states that the expansion into the UK is only the first step toward opening up further European markets. Circana did not provide any further details, for example, on the time frame for the expansion. In Europe, the industry has established the GSD (Game Sales Data) service through its umbrella organization, which records game sales in Europe.
