A data profile of the people who buy, follow and care about Board games in United Kingdom — modelled from more than twelve digital signal sources. Board games has an estimated audience of 5,491,531 people in United Kingdom.
The average Board games fan in United Kingdom is 40.7 years old, balanced, and lives primarily in England.
The audience is concentrated in England, South East, North West.
Top brand affinities include Tabletop role-playing game, Video games, Superman (TV series), with strongest over-indexing on Tabletop role-playing game (7.3× the country average).
Demographically, the Board games audience skews balanced with an average age of 40.7, and over-indexes on personality traits such as Community Orientation, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Board games fan in United Kingdom is balanced, around 40.7 years old, with strong Community Orientation tendencies and a notable affinity for Tabletop role-playing game.
The key figures that characterise the Board games profile in United Kingdom.
49.4% are female, 50.6% are male, average age 40.7.
| Metric | Value |
|---|---|
| Female | 49.4% |
| Male | 50.6% |
| Average age | 40.7 |
| Estimated audience size | 5,491,531 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 21% | |
| 30-39 | 19% | |
| 40-49 | 19% | |
| 50+ | 25% |
of the worldwide Board games audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 17.9% |
| India | 6.1% |
| China | 5.5% |
Where the Board games audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North West | ~700K | 1.24× | |
| 02 | Wales | ~400K | 1.23× | |
| 03 | South West | ~500K | 1.16× | |
| 04 | East Midlands | ~400K | 1.16× | |
| 05 | East of England | ~600K | 1.11× | |
| 06 | South East | ~800K | 1.05× | |
| 07 | Scotland | ~500K | 1.01× | |
| 08 | Greater London | ~700K | 0.95× | |
| 09 | England | ~4M | 0.88× | |
| 10 | Northern Ireland | ~100K | 0.88× | |
| 11 | North East | ~200K | 0.83× | |
| 12 | Yorkshire and the Humber | ~300K | 0.78× | |
| 13 | West Midlands | ~200K | 0.73× |
The strongest cross-interests of the Board games audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Games Workshop | Games | 8.34× | ||
| 02 | Tabletop role-playing game | Games | 7.30× | ||
| 03 | Miniature wargaming | Games | 7.30× | ||
| 04 | Monopoly (game) | Games | 6.74× | ||
| 05 | Superman (TV series) | Movies & TV | 5.54× | ||
| 06 | Scrabble | Games | 4.95× | ||
| 07 | Collectible card game | Games | 4.73× | ||
| 08 | Strategy games | Games | 3.21× | ||
| 09 | Broadway theatre | Travel & Leisure | 3.06× | ||
| 10 | Godzilla | Movies & TV | 3.03× | ||
| 11 | Scooby-Doo | Movies & TV | 2.56× | ||
| 12 | Online games | Games | 2.03× | ||
| 13 | Mobile game | Games | 2.02× | ||
| 14 | Waterstones | Literature | 2.00× | ||
| 15 | Video games | Games | 1.94× | ||
| 16 | Greggs | Food & Beverages | 1.85× | ||
| 17 | Harry Potter | Movies & TV | 1.82× | ||
| 18 | Home Bargains | Shopping | 1.63× | ||
| 19 | Superman | Movies & TV | 1.60× | ||
| 20 | Halford | Music & Radio | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.40× | |
| Individualism | JOY | 1.33× | |
| Patriotism | CONSERVATISM | 1.29× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.79× | |
| Risk Appetite | THRILL | 0.86× | |
| Sports Activity | POWER | 0.89× |
Board games has an estimated audience of 5,491,531 people in United Kingdom, concentrated in England and South East.
49.4% of Board games fans are female, 50.6% are male, with an average age of 40.7 years.
Board games fans show strongest brand affinity for Tabletop role-playing game (7.3×), Video games (1.94×), and Superman (TV series) (5.54×) over the country average.
Board games fans in United Kingdom are most concentrated in England (reach ~4M), South East (reach ~800K), and North West (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Board games itself, the audience over-indexes on Video games (1.94×), Superman (TV series) (5.54×), Games Workshop (8.34×), and Halford (1.54×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Board games. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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