World of Games

What World of Games does

World of Games GmbH (WoG) is a privately held Swiss specialty retailer operating an omnichannel business combining the e-commerce platform wog.ch with a physical retail store in Unterentfelden. Founded on August 1, 1994 by Michael Wyler and Thomas von Arx as a video game mail-order business, the company launched its online portal in 1997 and has since broadened its assortment across five core categories: video games (Nintendo Switch 2, Switch, PlayStation 5/4, Xbox Series/One, PC, 3DS, and Retro), digital products (Steam keys, downloads, gift cards, subscriptions), toys and board games (LEGO, trading cards, figures, Carrera), movies (4K UHD, Blu-ray, DVD, anime), and books (manga, comics, fiction, non-fiction, children's). The company serves Swiss end consumers directly, supporting transactions in German, English, and French via payment partners PostFinance, Visa, MasterCard, PayPal, and TWINT, and offers free shipping, purchase-on-invoice, and pre-orders.

The technology stack centers on a proprietary e-commerce platform with integrated inventory management, order processing, and the myWoG customer account system, supplemented by native iOS and Android apps. WoG does not publish financials and has no external investors; it remains family-led, with Michael Wyler (co-founder/managing director) and Christian Wyler, Claudia Wyler, Valon Raci, and Kayleigh Louisa Flury in executive management. As of the latest data, the company employs approximately 40 people across functions including purchasing, programming, marketing/graphics, order processing/accounting, store sales, and shipping. The firm operates a single-country footprint (Switzerland) with no disclosed international expansion plans and no M&A activity on record.

Name

World of Games

Legal name

World of Games GmbH

Website

https://wog.ch

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

World of Games (WoG) is a Swiss omnichannel specialty retailer selling video games, digital products, toys, movies, and books to Swiss consumers via its e-commerce platform wog.ch and a physical store in Unterentfelden, supported by approximately 40 employees.

Ownership category

akta.pro rank

Product category

Gaming and Entertainment Retail

NAICS

Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Physical Game Retailers (Online/Brick-and-Mortar) (MPAFACAI)

akta.pro secondary industries

Gaming Collectibles, Merchandise & Toys Retail (CRACAFAI), Video Game Software (Physical & Digital Code) Retail (CRACAFAB), Board Games, Card Games & Puzzles Retail (CRALAFAF)

Keywords

• Video game retail
• E-commerce entertainment
• Physical media sales
• Hobby toys retail
• Gaming merchandise

Headquarters

HQ city

Oberentfelden

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Physical Video Game Sales: Retail sales of physical video games for Nintendo Switch 2, Nintendo Switch, PlayStation 5, PlayStation 4, Xbox Series, Xbox One, PC, Nintendo 3DS, and Retro platforms.
2. Digital Game Keys and Downloads: PC game keys, digital downloads, and gift cards/subscriptions for various gaming platforms including Steam, Nintendo Switch 2, Nintendo Switch, PlayStation, and Xbox.
3. Toys and Board Games: Sales of toys including LEGO, clamping blocks, trading cards, tabletop games, figures, merchandise, Carrera slot cars, and stickers.
4. Movies and Entertainment: Physical media sales including 4K UHD, Blu-ray, Blu-ray 3D, DVD, and anime formats.
5. Books and Manga: Sales of comics, manga, fiction, crime/thriller, fantasy/sci-fi, young adult, children's books, cookbooks, travel, guidebooks, non-fiction, reference books, education materials, and calendars.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

World of Games is a Swiss retailer selling physical and digital video games, digital downloads and gift cards, toys and hobby products, movies on physical media, and books including manga and comics. The company operates through an e-commerce storefront at wog.ch and a physical retail store in Unterentfelden, serving Swiss consumers with next-day postal delivery and in-store pickup options. The product range spans five core categories covering all major entertainment verticals for personal and household consumption.

Product overview

World of Games (WoG) is a Swiss e-commerce retailer and physical store operating under World of Games GmbH, based in Unterentfelden, Switzerland. Founded in 1994, the company operates as a multi-category online marketplace offering physical and digital products across five core categories: Video Games (for platforms including Nintendo Switch 2, PlayStation 5, Xbox Series, PC, and Retro), Digital Products (downloads, gift cards, subscriptions), Toys (board games, LEGO, trading cards, figures, Carrera), Movies (4K UHD, Blu-ray, DVD, Anime), and Books (manga, comics, fiction, educational). The platform includes customer account features (myWoG), a weekly newsletter service, and mobile apps for iPhone and Android. The company also operates a physical retail store in Unterentfelden, which opened in 2019, and employs approximately 40 people.

Differentiator

Problem solved

Functional benefit

Products and services

• Video Games

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered standard and core.

• PostFinancestandardOthersPayment processing partner enabling PostFinance payment option for Swiss customers.
• VisastandardOthersCredit card payment processing partner enabling Visa payment option.
• MasterCardstandardOthersCredit card payment processing partner enabling MasterCard payment option.
• PayPalstandardOthersDigital payment platform partner enabling PayPal payment option for online transactions.
• TWINTstandardOthersSwiss mobile payment solution partner enabling TWINT payment option for Swiss customers.
• SteamcoreTechnology or IntegrationPlatform for PC digital game distribution. WoG sells Steam game keys allowing customers to redeem games on Steam platform.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Brack.ch: Major Swiss online retailer offering IT, electronics, gaming, and entertainment products with omnichannel fulfillment. Comparable to WoG in serving Swiss consumers with similar product breadth and digital + physical distribution.
• digitec.ch: Switzerland's largest online consumer electronics and gaming retailer, part of the Galaxus/Digitec group. Overlaps with WoG on gaming hardware, video games, and accessories, though with broader electronics breadth.
• Coolshop: European online specialty retailer headquartered in Denmark selling video games, toys, movies, and consumer electronics. Closely comparable to WoG in category mix, omnichannel approach, and multi-country European reach.
• Microspot.ch: Swiss online retailer selling consumer electronics, gaming, household, and entertainment products. Directly comparable to WoG as a domestic e-commerce specialist targeting Swiss consumers across similar SKU categories.

Broad incumbents

• GameStop: Global specialty video game and entertainment retailer operating physical stores and e-commerce. Closest international model analog to WoG's game-anchored specialty retail with omnichannel distribution.
• Steam (Valve): Dominant PC digital game distribution platform and WoG's core digital key partner. Relevant as both a supplier (WoG resells Steam keys) and a structural competitor disintermediating physical/digital game retail.
• MediaMarkt Switzerland: European consumer electronics big-box chain with a Swiss presence, carrying video games, movies, and gaming hardware. Significant scale advantage but less specialty curation than WoG.
• Interdiscount: Large Swiss omnichannel retailer selling electronics, household appliances, and entertainment products including video games. Wider assortment than WoG with stronger physical store footprint across Switzerland.

Regional players

• Milan Spiele: German specialty retailer of board games, card games, and family games. Comparable to WoG's Spielwaren category with a similar specialty-game focus but serving the German rather than Swiss market.

Emerging players

• Fantasywelt: German specialty online retailer focused on board games, tabletop games, trading cards, and hobby products. Comparable to WoG's toys/board games category with deeper hobby-game specialization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/fbwog
• Instagraminstagram.com/wog_ch
• TikToktiktok.com/@wog.ch?
• Xx.com/WoG_ch
• LinkedInlinkedin.com/company/world-of-games-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about World of Games