Throughout 2012, MCV has offered an insight into some of the most promising games markets and lucrative territories. Here we compile every International Factfile in one volume – your handy guide to a world of video games CONTENTS

Australia...... 04 ...... 32 ...... 05 ...... 34 Benelux...... 06 ...... 35 Brazil ...... 08 ...... 36 Bulgaria ...... 09 ...... 37 Canada ...... 10 ...... 38 China...... 11 Philippines...... 39 Cyprus ...... 12 ...... 40 Czech ...... 14 ...... 41 ...... 15 ...... 42 Egypt ...... 16 Saudi Arabia...... 44 Estonia ...... 18 Serbia ...... 45 ...... 20 ...... 46 ...... 21 Slovakia ...... 47 ...... 22 Slovenia...... 48 Greece...... 23 South Africa ...... 49 ...... 24 ...... 50 ...... 25 ...... 51 Iceland ...... 26 Switzerland...... 52 ...... 27 Thailand...... 53 Indonesia ...... 28 Turkey...... 54 Iran...... 29 Ukraine...... 55 Ireland ...... 30 USA ...... 56 Israel...... 31

www.mcvuk.com Around the World 3 INTERNATIONAL FACTFILE In association with

Wholesaler and distributor of video games, consoles and accessories

Australia THE FACTS Population: 22,810,700 Currency: Australian Dollar GDP (Per Capita): $66,984 KEY RETAILERS Capital City: Canberra BigW, David Jones, Dick Smith Language: English Electronics, EB Games, GAME, Game Traders, Harvey Norman, JB HiFi, KMart, Myer, Target, The Good Guys, Toys R Us, WOW Sight & Sound

BEST DISTRIBUTORS AFA Interactive, All Interactive, HES, , Bandai Partners, QV , Tuff Kat

PUBLISHERS IN THE REGION Blizzard, Studios, , Konami Oceania, , , , Computer Entertainment Australia, Take 2, THQ, , Warner Bros

TOP DEVELOPERS Marin, 3 Blokes/RockYou, 5th World Media, Big Ant Studios, Brawsome Games, Codesion, ABOUT THE MARKET , Defiant Development, esc Factor, AUSTRALIA’S video games market Additional time must therefore be passed legislation that will Firemint, , Iron is very similar to that of the UK. built into the launch process.” introduce an R18+ rating next year. Monkey, N3V Games, Nnooo, The Interactive Games and Some consumers also import Sadly, the other running theme in SEGA Studios Australia, SidHe, Entertainment Association reports from the UK – despite Australia Australia’s gaming headlines is its Tantalus, The Voxel Agents that the vast majority of households being a PAL territory, it doesn’t development studios shutting own a games devices. always receive the latest releases at down. 2011 saw the closure of LA “As such, most of the major the same time as Europe. Noire creator Team Bondi, THQ’s publishers currently have Melbourne and Brisbane studios, representation in Australia, either KMM Studios, and dev director or via a distributor,” an Blue Tongue. IGEA spokesperson told MCV. “Our Our research shows There are still plenty in operation, research shows that the majority of of course. Mobile, app and indie Australians are currently purchasing that the majority of developers such as including Fruit games from a traditional retailer.” Australians“ currently Ninja makers Halfbrick Studios and Leading specialists include EB purchase games from Flight Control creators Firemint Games and JB HiFi. While they have thrived while traditional account for most games sales, a traditional retailer. console studios have perished. hypermarts such as Kmart also have IGEA spokesperson IGEA reports that the interactive a strong presence. games market is on course to grow Publishers need to take into Importing is also partly used so at a compound annual growth rate account the market’s geography that consumers can of 9.5 per cent – putting Australia when releasing their titles. that have been censored or banned slight ahead of the global market, All Interactive’s senior brand in Australia. The nation’s strict age which is growing at 8.2 per cent. manager Angela Spehr said: “Due to ratings system has been a long- Australia’s size and location, getting running issue in the games industry You can find out more about stock to and around the country is However, earlier this year, the Australia’s games industry at our complex and time consuming. Australian government finally sister site www.mcvpacific.com

4 Around the World www.mcvuk.com +44 (0)203 137 3781 INTERNATIONAL FACTFILE [email protected]

Austria

KEY RETAILERS AND DISTRIBUTORS PEGI’S PROBLEMS GameStop, , Austria and neighbouring Switzerland were MediaMarkt, Müller, PlayArt central to last year’s controversy surrounding Multimedia, Saturn, Sony PEGI, the Pan European Game Information DADC, Stadlbauer, ratings board. Store, Videogames Pilko, Things kicked off when PEGI ruled that Videolife games released in countries using the ratings system could no longer have any other TOP DEVELOPERS ratings on the box. The prime example was Bongfish, Broken Rules, the German USK certificate, often found Cliffhanger Productions, alongside PEGI ratings on titles released in ContenTainer, JoWooD, Mi’pu’mi both Austria and Switzerland. Games, Pro3 Games, Social There was outcry from smaller publishers, Spiel, Sproing, Sunfox Games, complaining that the manufacturing costs Team Vienna, Xendex Games would spiral if they had to print two versions of each ’s box art: one for PEGI, one PUBLISHERS WITH A for USK. LOCAL OFFICE However, PEGI remained adamant, , Microsoft, insisting that the Austrian and Swiss Nordic Games, Ubisoft governments were concerned consumers would be confused by dual-rated products, and that this would weaken PEGI’s position as a legally enforceable ratings system. A transitional period was agreed, which expires in 2013. After this, all games will only be rated by PEGI in Austria.

ABOUT THE MARKET

AUSTRIA is often treated as part of There are very few local publisher a larger European territory: the offices and Austria’s most notable neighbouring nations of Germany, home-grown publisher, JoWooD Austria and Switzerland. As a result, Entertainment, was purchased by much of its games supply comes Nordic Games when it went into from the larger market of Germany. administration last year. There are still a number of local The hypermarts that Most Austrian developers focus distributors such as Sony DADC and tend to dominate on mobile, browser and social Koch Media. Some of these firms Europe have little games, but there are a couple of thrive on their exclusive partnerships “ exceptions. Bongfish is the studio with certain publishers and presence in Austria. behind this generation’s snowboard platforms such as Stadlbauer, which series Stoked, while Sproing has handles Nintendo releases, and worked with free-to-play giant PlayArts Multimedia, which BigPoint on a number of titles. It is distributes Konami’s portfolio. currently working on Silent Hunter More and more publishers are Online on behalf of Ubisoft. relying on established distributors The local trade body is the to get their games into the Austrian Austrian Publishing Association. market. Earlier this year, Lace THE FACTS In terms of retail, there are a Mamba Global signed a new deal Population: 8,414,638 number of small specialists, with Koch Media to branch into this Currency: Euro independent retailers and global market, while Sega handed its GDP (per capita): $46,330 chains such as GameStop. However, distribution responsibilities for the Capital City: Vienna the hypermarts that tend to dominate region to Koch during its restructure. Languages: German Europe have little presence in Austria.

www.mcvuk.com Around the World 5 INTERNATIONAL FACTFILE In association with

Wholesaler and distributor of video games, consoles and accessories Benelux

KEY RETAILERS AND WHOLESALERS THE FACTS Bart Smit, BEMS, Bol.com, Colruyt, DIES, Free Record Shop, Hermans, Horelec, Population: 11,007,020 Intertoys, Maverdo/Dreamland, Currency: Euro Maxi Toys, Micromedia, MMS, GDP: $46,878 PB Projects, Strengholt, Supra Capital City: Center, Toy Champ, VSN Languages: Dutch, French, German BEST DISTRIBUTORS CLD Distribution, Game World, LUXEMBOURG Koch Media Population: 511,840 Currency: Euro TOP DEVELOPERS GDP: Cannibal Game Studios, Crazy Capital City: Luxembourg Monkey Studios, Elements Language: Luxembourgish, Interactive, Guerilla, French, German Headcandy, Paladin Studios, Ronimo Games, Softkinetic THE Studios, Triumph Studios, Two Population: 16,847,007 Tribes, Vanguard Currency: Euro Entertainment, Vertigo Games GDP: $50,355 Capital City: Amsterdam PUBLISHERS WITH LOCAL Language: Dutch OFFICE , Electronic Arts, Microsoft, Mindscape, ABOUT THE MARKET Nintendo, Sony, Spil Games, Take-Two, THQ, Ubisoft THE GAMES markets across the says the firm’s Nordic general economic union of Benelux is manager Hans Lange. becoming increasingly polarised, “A main distributor is a one-stop with a greater share of total sales shop giving full market access to taken by the biggest IPs such as Console games still the Benelux and a relatively easy way to enter the Benelux and obtain and FIFA. make up the majority This is partly due to the fact that full market exposure. They also offer an array of services including the majority of games sales are “of sales. In 2010, 7.1m marketing, PR, market data, taken through non-specialist console games were administration and credit control.” retailers. According to a market Both sales and revenues have report by Dutch entertainment sold – more than been falling in Benelux. Much like trade association NVPI, toy retailers triple the 2.2m sales other markets, sales peaked in 2008 account for 70 per cent of games and have been diminishing since. sales. A further 24 per cent are of PC titles. Part of this is attributable to the taken by electronics shops. rise of social and mobile gaming. In That’s not to say it’s impossible 2010, PC and console software sales for anything but a blockbuster to accounted for 64 per cent of the become a hit in the region. Dead market, according NVPI research. Island, published by Deep Silver has By 2013, the trade association sold more than 50,000 copies expects this to shrink to 59 per cent. across the three territories to date Console games still make up the majority of retail sales. In 2010, and continues to sell well thanks to 7.1m console games were sold – a price cut. It all comes down to more than triple the 2.2m sales strong ties with local distributors. for PC titles. “Any games company looking to However, the 7.1m did represent a enter the Benelux market is well- year-on-year decline of 10 per cent. advised to talk to independent main A further decline is expected when distributors such as Koch Media,” NVPI’s 2011 report is released.

6 Around the World www.mcvuk.com

INTERNATIONAL FACTFILE In association with

Wholesaler and distributor of video games, consoles and accessories Brazil

KEY RETAILERS BEST DISTRIBUTORS Abraão Games, Action Games, Arena Games, Alcateia, Incomp, NC Games, Big Boy Games, Big Shop, Compgames, Neoplay, Rcell, Zap Games Chronogames, Datishop, Emoção Virtual, Estação Games, FourGames, Frontline TOP DEVELOPERS Games, Game Center, Gamemania, Game 8D Games, Aquiris, Braza Games, Decadium Square, Game Place, GameTech, Game Store, Studios, Extinto Games, GameBlox Geek.Etc.br, GV Games, L3tec, Magic Games, Interactive, Give Me Five, Hive Digital, Master Games, MD Games, Megalogame, Hoplon, Ilusis Interactive Graphics, Interama, Megamamute, Megamidia, MM Santos Info, Ludema Game Studio, Napalm Studio, Miranda, Mundo dos Games, Neo Games, On Neptum Studios, Oniria, Ratto Software, the Box Games, Only Games, Origiami Riachuelo Games, Royal Digital Games, Oops Store, O.R Games, Ovni Games, Entertainment, Singol Games Educacionais, Pop Informática e Games, Play Games Brasil, Stairs, Sword Tales, Uplay Mobile, Vaca Quarup Games e Modelismo, Revolution Vitória Software, Woot Tech, Zaxistools Store Games, Shop B, Speed Tech, Sul Games, Super Games, Techno Kitty, PUBLISHERS WITH A LOCAL OFFICE Infformática, UZ Games, Virtua Games, Waz Disney Interactive Studios, Electronic Arts, Hardware Store, World Games Gamemaxx, Microsoft, Sony Computer Entertainment, Ubisoft

THE FACTS ABOUT THE MARKET

Population: 192,376,496 BRAZIL IS one of the most promising maintain a dialogue with the rather Currency: Real markets in South America. reluctant Government. GDP (per capita): $12,788 With almost 200m people living Just as varied as the development Capital City: Brasília there, the audience for video games sector is the retail landscape, which Languages: Portuguese is colossal and growing demand for is home to a vast range of smaller the latest technologies means that chains and independents. There is new releases have as much chance no dominant gaming chain in the for as back catalogue titles. region, although well-known online Smartphones in particular are Brazil is home to a retailers such as PlayAsia.com enjoy expected to spread, with more vast range of smaller strong sales from Brazil. Brazilians upgrading to high-end chains and indies. The country is also starting to mobile devices and playing the “ embrace digital distribution with games created for them. There is no dominant firmly established in the region. Brazil also has a very strong However, like its High Street development community with gaming chain. counterparts, the digital retailer’s dozens of local studios – including sales are lower than you would hope Brazilian branches of larger due to high levels of piracy. companies such as Ubisoft and EA. There are even a number of pirate Unsurprisingly, a significant games stores that only sell illicit proportion of Brazil’s developers copies of new releases, winning over focus on smartphone games as this customers with a more flexible has proven to be the most offering than legitimate outlets. profitable sector of the market. Gamers are even allowed to swap The interests of these studios, titles in store shortly after purchase and the Brazilian industry in general, if they did not enjoy them. are looked after by trade body Part of the reason for piracy is Abragames, the Brazilian that the tax rates are exceedingly Association of Developers of digital high. Titles that are only six games. The organisation partners months old are often sold for in with local firms and tries to excess of $100.

8 Around the World www.mcvuk.com +44 (0)203 137 3781 INTERNATIONAL FACTFILE [email protected]

Bulgaria

KEY RETAILERS Multirama, Ozone, Plesio, Pulsar, Technomarket, Technopolis

BEST DISTRIBUTORS Pulsar, Sony Bulgaria, Technomarket

TOP DEVELOPERS Black Sea, Gameloft, Haemimont Games, Masthead Studios, Morgen Studios, Ubisoft Bulgaria THE FACTS PUBLISHERS WITH A LOCAL OFFICE Population: 7,364,570 , , Currency: Lev Disney Interactive, Electronic GDP (per capita): $7,202 Arts, Konami, Namco Bandai, Capital City: NCsoft, Sony Computer Languages: Bulgarina Entertainment Europe, , Take-Two, Ubisoft ABOUT THE MARKET

BULGARIA’S VIDEO games market mean consumer spending is in dates back to some of the earliest jeopardy. Additionally, high consoles, with local retailer and unemployment rates – expected to distributor Transfer Group starting be up to 19 per cent of the out in 1990. The games market is population by the end of the year – However, the nation’s size means means there are less people able to that the potential audience for video relatively small here buy games. This contributes to high games is extremely concentrated, “but we have great levels of piracy. limiting the number of opportunities specialists in the field “The games market is relatively for newcomers. small, we have great problems with “Bulgaria is a small European of web design and internet piracy and low standard of country,” says Gloria Svircheva, programming. living,” says Svircheva. “The PR executive at retailer and popularity of MMOs is constantly distributor Pulsar. Gloria Svircheva, Pulsar high, as well as first person shooters “Most people live in the capital and sports games. city of Sofia – nearly 1.3m [17 per “At the same time we have great cent of the population] – which specialists in the field of web design means that publishers, retailers and and programming, which is an distributors are mainly concentrated opportunity for game developers.” in the capital.” There is already a strong PC and Mac games are the most development community with a popular titles, with a reasonable number studios owned by larger market for download and online games firms such as Crytek games. Retail/distributor Transfer and Ubisoft. has partnered with Steam as part of Independent Bulgarian studios Valve’s official Cyber Café include Haemimont Games, the programme, which gives retailers team behind the Tropico and Grand access to selected digital games. Ages of series, and Masthead Sadly the economic issues that Games, which is working on face most European countries Interplay’s Online. www.mcvuk.com Around the World 9 INTERNATIONAL FACTFILE In association with

Wholesaler and distributor of video games, consoles and accessories Canada

KEY RETAILERS AND WHOLESALERS , EB Games/GameStop, Future Shop, Microplay, PlayNTrade, Walmart

BEST DISTRIBUTORS E One, Importel, Just4Games, Solutions 2 Go, Vidéoglobe

TOP DEVELOPERS 2K Play, Aerosoft, Artificial Mind & Movement (A2M), Atomic Robot, , Big Fish Games, BigPark, BioWare ( and Montreal), Capcom , Cyanide Studio, Disney Interactive Studios, Eidos Montreal, EA Canada/EA Montreal, Funcom, Gameloft, HB Studios, , Jet Black Games, Koei Canada, Next Games, , , /, Silicon Knights, Strategy First, THQ Montreal, /Ubisoft Quebec/Ubisoft Toronto, United THE FACTS Front Games, Warner Bros Montreal, Zynga Toronto Population: 34,841,000 PUBLISHERS WITH A LOCAL OFFICE Currency: Canadian dollar 2K Games, Activision, Disney, EA, Nintendo, Microsoft, GDP (per capita): $50,436 Sony, Tecmo Koei, THQ, Ubisoft Capital City: Ottawa Languages: English, French

ABOUT THE MARKET

IN TERMS of employee numbers, Retailers also have a strong Canada is home to the third biggest presence in Canada. The sector is in the world. led by well-known chains such as 16,000 people are employed by EB Games, owned by GameStop, games firms across 348 companies, and Best Buy. according to the Entertainment Such is the strength of the Software Association of Canada. market, PlayNTrade – the world’s This is largely due to the thriving FIFA 13, Madden, largest video games retail franchiser development community in major – expanded its presence in the cities such as Vancouver and Assassin’s Creed, region through a merger with a local Montreal. Many leading publishers “Splinter Cell, Mass chain earlier this year. have flagship studios in the region, “PlayNTrade just merged with the including EA, Ubisoft, THQ and Effect, , Canada-based Dimension JMM,” Square Enix. Deus Ex – all are explains PlayNTrade’s vice president Granted, a significant lubricant of operations Martin Tardif. “We between these creative cogs is the developed in Canada. intend to maintain a leadership offer of generous tax breaks – position in North America.” something that has tempted many But it’s a very competitive market. UK developers to cross the Atlantic. Last year, HMV Canada decided it But there are a number of long- couldnt compete and dropped its running studios that have been games offer. creating popular games long before The ESA adds that the Canadian the big publishers conquered the games industry generated $1.7bn in region. Resident developers include retail sales in 2010, with a whopping BioWare and Eternal Darkness $886m taken through sales of studio Silicon Knights. console and handheld games, and FIFA, Madden, Assassin’s $513m from hardware sales. Creed, Splinter Cell, , The nation’s games market is Dragon Age, Deus Ex – all are expected to grow a further 17 per developed in Canada. cent by 2013.

10 Around the World www.mcvuk.com +44 (0)203 137 3781 INTERNATIONAL FACTFILE [email protected]

China

NOTABLE RETAILERS: Bailian (Brilliance) Group, Dalian Dashang Group, Gome Home Appliance Group, Nong Gong Shang Supermarket Group, Suning Appliance

TOP DEVELOPERS: THE FACTS , 5 Minutes, EA , Gameloft, NCsoft Population: 1,339,724,852 China, China, PopCap Currency: Renminbi (yuan) Shanghai, Spil Games Asia, GDP (per capita): $5,413 Ubisoft Chengdu, Ubisoft Capital City: Beijing Shanghai, Webzen China, Zynga Languages: Chinese China

PUBLISHERS WITH A LOCAL ABOUT THE MARKET OFFICE: Disney, EA, Konami, NCsoft, MOST PEOPLE in the industry are of Duty Online for the region. , Ubisoft aware that China’s games market is Tencent has long since wildly different to that of other demonstrated an interest in the nations around the world. games market, most recently The most notable difference is buying a minority stake in Epic that home consoles have no Games, the studio behind Gears of presence there, having been banned War and the Unreal engine. back in 2000. This was introduced Not everyone can However, because of high prices after outrage from parents who in China, not everyone can afford a wanted to protect Chinese children afford a computer so home computer so a significant from “wasting their minds on video “a significant portion portion of gaming is conducted games”, according to . through the abundance of Ironically, all three home consoles of gaming is internet cafés. – 360, PS3 and – are conducted through This has created the issue of currently manufactured in China, as gaming addiction. Famously in are Apple’s iPhone and iPad. the abundance of 2007, one Chinese man died after But the ban hasn’t stopped the internet cafés. playing online titles in his local industry exploring other avenues, internet café for three days running. such as online gaming and plug- As a result, time restrictions are and-play devices that stream often implemented in Chinese games directly to the TV. games to create an incentive to Online gaming has exploded over take regular breaks. the last ten years, driven by the Arcade games also thrive in huge popularity of MMOs, free-to- China, with amusement arcades play and social network games such found throughout the nation. The as 2008’s Happy Farm by Chinese most popular titles range from studio 5 Minutes – the game that action games and fighting games to inspired Zynga’s FarmVille. the occasional unlicensed port of The money spent on such titles mobile and PC titles, such as Angry came in at a whopping $6bn in 2011, Birds and Plants vs Zombies. making China the world’s largest PC Sadly, IP theft is worse outside digital games market. the arcades – the nation is known This is also one of the more for its rampant software piracy. promising opportunities for Nintendo claimed that China was publishers looking to bring their the biggest manufacturer of pirated brands to China. Just this year, Wii and DS games in 2008. As a Activision announced a new result, publishers have been partnership with leading internet reluctant to release titles in service Tencent to create Call the region.

www.mcvuk.com Around the World 11 INTERNATIONAL FACTFILE In asssociation with

Wholesaler and distributor of video games, consoles and accessories Cyprus

KEY RETAILERS Acappella Music Stores, Bionic Electronics, Brent Cross, Electroline, Elektroniki, Digibits, Lytras, Mavros Larnaca, Megaland, Melesoft, Micromania, MP Ventus, MTN, Muscial Paradise, Onisiforou, Public, Stephanis, Visionhire, ZS Fidelity

MAIN DISTRIBUTORS Access, G3 Great Games, Gibareio, Zilos THE FACTS

Population: 1,099,341 Currency: Euro GDP (per capita): $30,570 Capital City: Nicosia Languages: Greek, Turkish, English

ABOUT THE MARKET

DESPITE BEING a small island Soccer is the best-selling franchise in nation, Cyprus boasts an abundance Cyprus – outperforming Call of Duty, of games and entertainment retailers. which has to settle for second place. There are two leading chains, But the shock of 2012 has been FIFA Stephanis and Public, in addition to a 13 outselling this year’s PES. range of smaller retailers. And while No publishers have an office in the online stores are actually less popular region and there are no developers than High Street ones, they are based in Cyprus – although the improving fast. When the European University of Cyprus starts its Games “ Online shops in Cyprus don’t work financial crisis is Development course in September. very well for games,” says Stefanos resolved, the potential Gibareio director Sharon Green Demetriou, founder of online “ warns that companies should hold fire community Cyprus Gamer. “Maybe for Cyprus is good. before investing in the region. that’s because Cyprus is so small that Sharon Green, Gibareio “As you are probably aware, people like to visit shops since it’s austerity measures have hit the easy, they are near and they keep games market hard,” she says. good relations with the shop owners.” “When the European financial crisis Local online retailers are also unable is resolved, the potential for Cyprus is to match prices from major UK and good. It’s a small market, with a European sites such as Play.com. population of less than one million, Cyprus’ distribution scene is led by but a great regional hub.” G3 Great Games, which represents G3 CEO George Kay adds: “The most publishers such as Activision, recent crisis in Greece had a negative Ubisoft, Sega, EA and Microsoft. impact on Cyprus consumers, and the Meanwhile, Access represents gaming business took its share of Nintendo, Gibareio looks after Sony, suffering. But the island has just THQ and NCsoft, and Zilos distributes signed up for a bail out to save its Konami and Disney titles. banks. 2013 will be tough, but there is The Konami account is particularly a silver lining: the discovery of large successful for Zilos, as Pro Evolution gas fields off shore.”

12 Around the World www.mcvuk.com ˜2'4#6+0)(1418'4EK;'#45 ˜1/2#0;4701((+%' ˜1/2#0;190'&105+6'&+564+$76+10%'064' ˜#0+0&'2'0&'06.;#%*+'8'ENN†4'#%*+061  4'6#+.'4+07564#.+#n'9'#.#0& ˜16'&#%+(+%5+564+$76141(6*''#4FNEE$;#2#0'.1(+0&7564;4'24'5'06#6+8'5

aie.allinteractive.com.au INTERNATIONAL FACTFILE In asssociation with

Wholesaler and distributor of video games, consoles and accessories Czech Republic

KEY RETAILERS Alza, Datart, JRC, Gamexpress, Tesco, Zone

MAIN DISTRIBUTORS ABC Data, Comgad, Conquest, Cenega, Playman

TOP DEVELOPERS , 300 AD, Altar Games, Amanita Design, Black Element Software, , Centauri Production, Disney Mobile, Future Games, Mindware Studios, Nostromo Wireless, Pterodon, Rake In Grass, SCS Software, Vatra Games

PUBLISHERS IN THE REGION THE FACTS Electronic Arts, Microsoft, Sony Population: 10,562,214 Currency: Czech koruna GDP (Per Capita): $20,444 Capital City: Languages: Czech

ABOUT THE MARKET

THE CZECH Republic’s games promotions are highly effective and market has seen consistent growth it is noticeable that PS3 Platinum over the last few years, making it “one titles and PSP Essentials titles to watch” according to research firm perform particularly well.” Catapult Business Solutions. The Czech Republic’s Publishers must plan their This is due in no small part to its retail environment is releases to make the most of the solid retail sector, led by JRC, which market’s strengths. For example, remains the largest single retailer “modern, organized PS3 and PC are the platforms that and dominant specialist chain in and mall-driven, offer the best revenue opportunities the region. and the most successful games are “The retail environment is modern, although shops are those aimed at a core audience. organised and mall-driven, although generally quite small. It’s also important to consider shops are generally quite small,” says localisation carefully. Stanton-Jones Chris Stanton-Jones, Catapult Catapult founder Chris Stanton-Jones. advises that translating console titles “There is also a good choice of is “probably only financially viable” distributor options for third-party for triple-A PS3 products and publishers, with Cenega being the localising big PC games “is essential”. largest software distributor.” On the development side of As with the UK, pricing issues things, the Czech Republic is home present problems for both to more than 22 studios, spread publishers and retailers. across console and PC development “Due to the great market to mobile and browser. Notable tendencies of retail and consumers companies include II creators alike, it is important to constantly 2K Czech and SCS Software, the check that prices are competitive,” team behind Excalibur publisher’s says Stanton-Jones. range of simulation titles such as “Also, the price-sensitive nature UK Truck Simulator and the 18 of the market means that catalogue Wheels of Steel series.

14 Around the World www.mcvuk.com +44 (0)203 137 3781 INTERNATIONAL FACTFILE [email protected] Denmark

KEY RETAILERS Bilka, CDON.dk, Coolshop.dk, Coop, El-Giganten, Expert, Fona, Føtex, GameStop, Stereo Studio, Top Toy

BEST DISTRIBUTORS , Elpa, Impulse, Koch Media, Nordisk Film Interactive, Nordic Game Supply, PAN

PUBLISHERS IN THE REGION Activision Blizzard, Disney, EA, Microsoft, Namco Bandai, Square Enix, Ubisoft, Warner

TOP DEVELOPERS Art of Crime, Certus, Studios, Frecle, Guppyworks, IO Interactive, Krea Media, Oddlabs, Playdead, , Serious Games THE FACTS Interactive, Tactile Entertainment, Population: 5,671,050 Underholdningsbranchen, Unity Currency: Danish Krone Technologies, Point Software GDP (Per Capita): $60,961 Capital City: Copenhagen Language: Danish

ABOUT THE MARKET

THE SOUTHERNMOST Nordic nation Limbo. But then what would you is home to a strong retail market, expect from the home of creative where games are sold in everything building toy brand LEGO? from specialists and hypermarts to “Denmark is one of the leading bookstores and indie music chains. centres of creativity,” says Dave But the high tax rate makes it a Mariner, board member of challenging market for companies developer association IGDA. without the capital to support them. If you’re looking for “However, since the introduction “Denmark is just as complex as of the ‘Entrepreneur Tax’ in 2010, the other Nordic territories,” talent, you’ve come to and despite repeated and unfulfilled explains Koch Media’s Nordic the“ right place. promises by successive general manager Martin Sric. Dave Mariner, IGDA governments to rescind this tax, “It’s quite costly to operate in entrepreneurship is being stifled Nordic with high salaries, taxes and within the country. The tax makes it VATs at 25 per cent. Publishers like punitive to invest at early stages of THQ have set up Nordic branches a company lifecycle, which means and pulled out again. that more and more talent is forced “The best start is to find a local to move overseas to start otherwise partner that fits with your own perfectly viable businesses. profile, has the financial strength “In short – if you’re looking for and local sales resources.” talent, you’ve come to the right Denmark also has a healthy place. If you’re looking for development community, ranging investment – look elsewhere.” from Hitman creators IO Interactive to Playdead, the studio behind the For more information on gaming in critically acclaimed XBLA title Denmark, visit MCVNordic.com www.mcvuk.com Around the World 15 INTERNATIONAL FACTFILE In asssociation with

Wholesaler and distributor of video games, consoles and accessories

THE FACTS Egypt Population: 90,000,000 Currency: Egyptian pound GDP (per capita): $2,970 Capital City: Cairo KEY RETAILERS & Languages: Arabic DISTRIBUTORS Al Alamia Electronics, Egyptian Gamers Association, Electrohap, GamePower, GameSword, Game Valley, PC Games World, Virgin Megastore, Windoza Gaming Center

TOP DEVELOPERS Nezal Entertainment, Timeline Interactive

ABOUT THE MARKET

LIKE THE nearby Middle Eastern copies – in fact some retailers have to markets, Egypt is beleaguered by stress that their stock is genuine on certain issues that make business their websites. difficult for the games industry. Various public gaming cafés have Most notably, the high import taxes been set up throughout densely for goods from other Western nations populated areas like Cairo. At venues regularly force retailers to hike up the Wages in Egypt can such as Windoza Gaming Center and prices of new releases. PS3 titles, for Egyptian Gaming Association, gamers example, can often cost upwards of be as low as £3,100 can go and enjoy some of the latest £50 when purchased legally through “per year. As a result, titles, as well as online multiplayer, for one of the few specialists scattered minimal fees. across the North African nation. piracy in Egypt is rife, There are very few developers in This is exacerbated by the with many retailers the region. Those that do operate in extremely low wages taken home by relying on illegal Egypt either create Egyptian language hard-working Egyptian consumers. browser and games, or co- According to PayScale, men’s wages copies of console operate with foreign developers on can be as low as 36,775 EGP (£3,800) games to drive sales. other projects. per year and women’s are closer to However, one firm is trying to 30,000 EGP (£3,100) – luxuries such raise awareness of the nation’s as video games are consequently games industry. The ITI Software forced further down most people’s Engineering and Gaming Center of priority lists. Excellence has created the Egyptian As a result, piracy in Egypt is rife, Gaming Community, an organisation with many retailers relying on illegal designed to connect professionals copies of console games and CD keys and consumers. for PC titles to drive sales. Business Its biggest push to date has been Software Alliance reports suggest this year’s first national gaming that as much as 59 per cent of competition. This game jam-style business software and computer contest challenges participants to games sold in Egypt are pirate create an original game.

16 Around the World www.mcvuk.com

INTERNATIONAL FACTFILE In asssociation with

Wholesaler and distributor of video games, consoles and accessories Estonia

KEY RETAILERS Euronics, Gamelab, Gamestar Holding, Kaubamaja, Klick, Onoff, Pan Vision, Prisma, Progames, Selver, Stockmann

TOP DEVELOPERS Candycane Apps, Creative Mobile, Mooncascade, Playtest, Ringtail Studios, Zeroturnaround

ABOUT THE MARKET ESTONIA is one third of the Baltic Interestingly, it is English states, alongside Latvia and Lithuania. products that make up the majority While it is not physically the largest of of sales, although some Russian the three, it does have the most titles are imported from Estonia’s promising video games market. eastern neighbour. “The Baltics is a small market “Unfortunately, some publishers compared with European standards, Estonia is less are counting us as a part of the but it is a fast-growing one,” says Russian market, which causes some Jaanus Kukk, development manager affected by piracy and issues selling English products at local distributor Gamestar Holding. “grey imports, but all here,” says Kukk. “And when it comes to retail games three Baltic markets Estonia’s retail landscape is sales volumes, Estonia is the biggest divided between specialist stores of the three Baltic countries. Estonia are more price- and larger retail chains, and there is also less affected by piracy and grey sensitive than are also some growing online imports, although all three markets businesses. are more price-sensitive than Western Europe. The five biggest retail chains Western Europe.” Jaanus Kukk, Gamestar Holding account for about 50 per cent of As with many European nations, sales in The Baltics. PC is the most popular format for There are also organisations Estonian gamers but consoles still working hard to improve the fare reasonably well. THE FACTS nation’s development talent. The Kukk reports that there are Population: 1,340,194 Tiger Lead Foundation set up an approximately 100,000 console Currency: Euro educational scheme encouraging gamers across Estonia, Latvia and GDP (per capita): $16,636 schools to teach pupils more about Lithuania – with about half in Estonia. Capital City: Tallinn computers by programming , PS3 and PSP lead this area. Languages: Estonian web-based games.

18 Around the World www.mcvuk.com

INTERNATIONAL FACTFILE In asssociation with

Wholesaler and distributor of video games, consoles and accessories Finland

KEY RETAILERS Anttila, cdon.com, Citymarket, Discshop, Expert, Gamestop, Gigantti, Hobby Hall, Kärkkäinen, Konsolinet, Musta Pörssi, My Game Store, Pelimies, Prisma, Puolenkuun Pelit, Stockmann, Sokos, Tokmanni, VDP, Veikon Kone, Veljekset Keskinen, Verkkokauppa.com, Viihdepysäkki

MAIN DISTRIBUTORS 3HD, ALSO, AMO, Koch Media, Nordisk Film, Nordic Game Supply, PAN Vision, Plan 1

PUBLISHERS IN THE REGION Activision Blizzard, Capcom, Codemasters, Disney, EA, Microsoft, Namco Bandai, Nintendo, Sega, Sony, Take-Two, THQ, Warner Bros

TOP DEVELOPERS 10tons Ltd., Aniway, Anyfun, , Casual Continent, Chat Republic, Colossal Order, Cowboy Rodeo, Frozenbyte, Futuremark, Grey Area Labs, , Inaria, Interactive, Kajak Games, Kukouri, Kuuasema, Ludocraft, Minestudios, Moidogames Mountain Sheep, Nitro Games, Pixolane, THE FACTS Recoil, Redlynx, Remedy, Rocket Pack, Rovio, Secret Exit, Population: 5,400,519 Skyrocket, Songhi Entertainment, Star Arcade, Sulake, Sumea / Currency: Euro Digital Chocolate, Supercell, Ticbits, Tripworks, Tuonela Production, GDP (Per Capita): $44,488 Wirepunk, Virtual Air Guitar Company Capital City: Language: Finnish

ABOUT THE MARKET

LIKE ITS fellow Scandinavian key to select distributors with nations, Finland is a big country. It strong key account management has a population of 5.4m spread capabilities. Buyers prefer to do around a large geographical area. Retail in Finland is business in Finnish although This means publishers need to very concentrated – a language skills is not an issue as work closely with retailers. few players dominate most speak good English.” The nation’s retail landscape “ Koch’s Nordic GM Martin Sirc bears several similarities to that of the market. adds: “Finland is just as complex as the UK and other European other Nordic territories. The best Thomas Westerberg, FIGMA markets. Specialist games retailers start is to find a local partner that naturally have a strong presence, fits with your own profile, has the but there are also a number of resources to make the best success hypermarkets and department with your product in the territory.” stores with robust games offerings. The development scene is even There are even a selection of more crowded. Finland is home to electronic stores and online retailers over 70 studios, including Angry that have a healthy video games Birds creators Rovio and Ridge business. There are more than 20 Racer Unbounded dev Bugbear. different chains that sell games, but Publishers have invested heavily despite all this variety the market is in Finnish talent. Last year, Ubisoft still led by a handful of companies. acquired Trials HD studio RedLynx “Retail in Finland is very while Disney bought Rocket Pack. concentrated and a few players dominate the market,” said Thomas For more information on gaming in Westerberg, MD of Finnish trade Finland, point your browser towards body FIGMA. “For a publisher it is MCVNordic.com.

20 Around the World www.mcvuk.com +44 (0)203 137 3781 INTERNATIONAL FACTFILE [email protected] France

KEY RETAILERS Auchan, , Boulanger, Carrefour, Casino, Cora, Fnac, GAME, Géant, Intermaché, Leclerc, Micromania, Pixmani, Système U, Virgin

MAIN DISTRIBUTORS Big Ben, Innelec, Koch Media, SDO, Sodifa

TOP DEVELOPERS Ankama, Artefacts Studio, BulkyPix, Cyanide, Eden Game, Etranges Libellules, IsCool Entertainment, Kobojo, Lexis Numérique, Nadeo, Playsoft, Quantic Dream, Ubisoft

PUBLISHERS IN THE REGION Activision Blizzard, Bethesda, Capcom, Digital Bros, Disney Interactive Studios, Electronic Arts, Focus Home Interactive, Koch Media, Konami, Micro Application, Microsoft, Namco THE FACTS Bandai Partners, Nintendo, Sega, Sony Population: 65,350,000 Computer Entertainment, Square Enix, Take- Currency: Euro Two, THQ, Ubisoft, Warner Bros Interactive GDP (Per Capita): $44,400 Entertainment Capital City: Language: French

ABOUT THE MARKET

FRANCE is one of the biggest France is also home to several gaming markets in Europe, and one highly creative firms. These range still dominated by boxed sales. from publishing giant Ubisoft and its NPD figures released last month France has a strong local studios – including Just Dance showed that French consumers retail network with creators Ubisoft Paris – to acclaimed purchase fewer downloadable mass merchandisers developers such as Quantic Dream, games than neighbouring Germany. “ the firm behind Heavy Rain. “France has a strong retail network and specialised stores Games tax breaks were introduced with mass merchandisers and in 2008 and recent reports claim specialised stores that allow reaching all types of that this grew the development publishers to target all types of customers. scene by 20 per cent in the customers,” says GfK’s Jean- following three years. However, the Jean-François Boone, GfK François Boone. credit regulation expired in January. The French games industry is The workforce is maintained by supported by SNVJ, the Syndicat an system that prepares National du Jeu Vidéo. The trade students for careers in the industry. body recently kicked off its “Each year our schools provide a lot government-backed Le Game of talented young people specialised campaign to raise awareness of in game production,” said Jean- French publishers and developers. Claude Laure, SELL delegate general. Meanwhile publishers’ needs are France’s games industry often also represented by SELL – grabs headlines with its staunch Syndicat des Editeurs de Logiciels position on piracy. A three-strikes de Loisirs, which translates roughly deters illegal downloads, with file- as ‘trade union of the software sharers denied internet access after publishers of leisures’. their third offence. www.mcvuk.com Around the World 21 INTERNATIONAL FACTFILE In association with

Wholesaler and distributor of video games, consoles and accessories Germany

KEY RETAILERS Amazon, Drogerie Mueller, Expert, Galeria Kaufhof, GameStop, Marktkauf, MediaMarkt, Pro Markt, Real, Saturn

MAIN DISTRIBUTORS Groß Electronic, Großhandel, Koch Media, Otto Group, Playcom Software Vertriebs, Vitrex Multimedia

TOP DEVELOPERS Aerosoft, Animedo, Anvil Soft, Artex Software, Aruba Studios, Beat Games, Bit Barons, Bitfield, Candygun Games, Claw Design, Crytek, Deck 13, EA Phenomic, EnterTrain, Fancy Byts, , InsaneSoft, Keen Games, Pixon, Reality Twist, Silent Dreams, Silver Style, Sofatronic, Spellbound Studios, Development, Zeal, Zone 2 Media

PUBLISHERS IN THE REGION THE FACTS BigBen Interactive, Capcom, City Interactive, Population: 81,799,600 Deep Silver, EA, Kalypso, Konami, Microsoft, Namco Currency: Euro Bandai, Nintendo, Sega, Sony Computer GDP (Per Capita): $44,555 Entertainment Deutschland, Square Enix, Capital City: Berlin THQ, Ubisoft Language: German

ABOUT THE MARKET

GERMANY is a crucial European The average German gamer is 32 market for publishers. Video games years old, although the medium is sales in the region generated a cool also particularly popular with €2bn in 2011, according to research teenagers – three quarters (5.5m) from German games trade body BIU. of consumers aged 10 to 19 play 72m PC, console and mobile games games regularly. were sold last year, accounting for More than a quarter Small wonder then that so many €1.5bn. Price comparison site Idealo games firms are looking for ways to recently reported that games are of all PC, console and enter this market. Lace Mamba this over 20 per cent more expensive in mobile“ games were year struck a deal with Koch Media Germany than in the UK – as much sold digitally in to bring its titles to Germany. as 33 per cent more on PC. The country even hosts Europe’s Nevertheless, BIU data shows that Germany last year. biggest games show PC is holding its own with 24.5m every August in Cologne. games sold in 2011 – just behind Germany is also known for its the 24.7m sold across all consoles. strict censorship. Consumers have also embraced shooter was one of a downloads, with more than a quarter handful of titles that had to be of all PC, console and mobile games altered before release last year. being sold digitally in 2011. However, hope still remains for There are 25 million gamers in publishers of violent games. The Germany – with a fairly event split restrictions that banned the between the sexes, too. Men still original and Doom II from lead the way with 13.9m male being sold to teenagers were finally gamers, but women follow closely lifted in September – 17 years after with 10.8m. it was blocked from sale.

22 Around the World www.mcvuk.com +44 (0)203 137 3781 INTERNATIONAL FACTFILE [email protected] Greece

KEY RETAILERS Media Markt/Saturn, Public, Plaisio, Multirama, Germanos, Seven, Dixons, Carrefour, Kotsovolos

BEST DISTRIBUTORS Zegatron, CD Media, , Dionic, Nortec, Enarxis, Beacon

TOP DEVELOPERS Total Eclipse, Aventurine, Eyelead, Games2Gaze, JustAGame, Sidebar

PUBLISHERS IN THE REGION EA, Namco Bandai, Sony, Microsoft THE FACTS Population: 10,787,690 Currency: Euro GDP (Per Capita): $27,624 Capital City: Athens Language: Greek

ABOUT THE MARKET:

GREECE’S financial woes have been imports, and the social and casual well publicised, and the country’s sector is still quite small. economic condition is having an But there are many opportunities impact on the games industry. Gross video game in the European country for The €59.99 price point for games sales have dropped, publishers. The Top Five retailers in in Greece is more than ten per cent yet we see a growth in Greece dominate the software of the basic legal salary (an average “ market share, which means if you of €586.08 per month) for people terms of the quantity partner with the right distributors under 25 in the country. It goes to you will reach the majority of highlight the challenges big budget of games sold, and consumers. PS3 is also a strong boxed games now face in the sector. that points to platform in the country for But despite the current economic companies to take advantage of. troubles, gamers are still buying consumers buying In terms of retail, Greece’s shops new releases, but they’re just budget games. are often quite small and crowded, spending their limited cash on so it is important to innovate and Nikolas Georgakopoulos, Enarxis cheaper products. also spend some money on point- “Gross sales have dropped in of-sale activity. every section of video games, yet “Greece has a mature games we see a growth in terms of the market with good revenue quantity of games sold, and that opportunities, particularly on PS3,” points a tendency of consumers adds Catapult Business Solutions’ buying budget games,” says Nikolas Chris Stanton-Jones. Georgakopoulos, co-founder of “This will be amplified once the distributor Enarxis. country emerges from the grips of Greece also suffers from the the current crisis. It also has an challenges of piracy and grey improving retail environment.” www.mcvuk.com Around the World 23 INTERNATIONAL FACTFILE In association with

Wholesaler and distributor of video games, consoles and accessories Hong Kong

KEY RETAILERS Buygame2, Golden Shop, HMV, i-Gamer, Offerhouse, Play-Asia, RenChi, SuperUFO, Typhoon Games

TOP DEVELOPERS 6waves, Alife Studios, Blue Torch, Boonty, Gameloft, GigaMedia, Glu Games, Gorilla Systems Corporation, M-Inverse, New Era Interactive, Plastic Fantastic Games Studio

PUBLISHERS WITH A THE FACTS LOCAL OFFICE Bandai, Capcom, Disney Population: 7,061,200 Interactive, EA, Konami, Currency: Hong Kong dollar Microsoft, Sony Computer GDP (per capita): $34,049 Entertainment, Tencent, Languages: Chinese, English Ubisoft

ABOUT THE MARKET

THE CHINA-OWNED region of Hong Unlike mainland China, where Kong is a major international financial current consoles such as the Xbox hub, used by countless businesses 360 have yet to be officially released, from all sectors. all platforms are available in Hong It is also one of the most densely Kong, including the 3DS and Vita. populated areas in the world, with Two of the three platform holders seven million people crammed into and many of the world’s leading just over 400 square miles. Its tech- publishers have an office based in savvy culture makes this a lucrative Unlike mainland Hong Kong, as the region serves as an market for the games industry. China, where current efficient trade hub for the rest of Asia. The population is catered for by a consoles have yet to There’s also a modest development wide variety of retailers, ranging from “ community in the region, many of bricks and mortar shops to a plethora be officially released, which specialise in online, browser and of online stores. There are also mobile games. A notable example is branches of familiar chains such Hong Kong has all the 6waves, creator of Facebook titles as HMV. consoles including the such as Rollercoaster Mania, Airport Many online stores generate a Xbox 360, 3DS City and Jackie Chan: Martial Arts. significant portion of their revenues by Some developers have additional exporting Asian titles to the UK and and Vita. businesses, including publishing and other Western territories – Play-Asia distribution. Typhoon Games, for is perhaps the most well-known example, is often responsible for example of this. bringing Sega, Capcom and Konami There are even shopping centres titles to market. dedicated to computers and gaming, Hong Kong even has its own games such as the Golden Shopping Centre trade body: the Hong Kong Digital in the Hong Kong’s Sham Shui Po Entertainment Association. This non- district. This complex features an profit organisation is “dedicated to the upper floor full of games stores betterment of the local digital and a low floor packed with entertainment industry”, according to arcade machines. its official website.

24 Around the World www.mcvuk.com +44 (0)203 137 3781 INTERNATIONAL FACTFILE [email protected]

Hungary

KEY RETAILERS Auchan, Media Markt, Tesco

MAIN DISTRIBUTORS Expert, Stadlbauer Marketing, Ramiris Europe

TOP DEVELOPERS Black Hole Games, Crytek , Digital Reality, Invictus,

PUBLISHERS WITH A LOCAL OFFICE Activision Blizzard, Electronic Arts, Microsoft

THE FACTS Population: 10,014,324 Currency: Forint GDP (Per Capita): $14,050 Capital City: Budapest Languages: Hungarian

ABOUT THE MARKET

HUNGARY’S consumer electronics hypermarket chains that devices markets – which have established themselves encompasses games consoles, across Europe. smartphones, tablets, PCs and more In 2011, computer hardware – is projected to be worth $2.4bn in Revenues have grown accounted for more than half of 2012, according to Business but very slowly, due to Hungary’s spending on consumer Monitor International. electronics, and this is expected to Revenues have grown but very “consumers tightening grow in the coming years – again, slowly, primarily due to consumers their belts to counter driven by notebooks. Strong growth tightening their belts to counter is also expected from the mobile economic decline. But spending is economic decline. market as demand rises for expected to increase by roughly six smartphones and 3G handsets. per cent every year to $3bn by Hungary has a healthy games 2016. Most of this growth is development community. In the expected from the TV and notebook past the country has produced sectors, rather than video gaming. classic titles such as Ecco The However, BMI warns that Dolphin. Current notable studios Hungary is still facing a tough year include Black Hole Games, which due to tighter credit conditions, develops Might & Magic and declining confidence and rising Warhammer titles, and PC unemployment. developer Digital Reality. This has taken its toll on local Also in the region is Crytek retailers – most notably Electro Budapest, which has remained World, formerly owned by DSGi, quiet since 2008’s Warhead which struggled with bankruptcy – a title that won them a Star and ultimately closed last year. of Hungary award, which Instead, the retail space is recognises artistic, sporting and dominated by the usual scientific achievements. www.mcvuk.com Around the World 25 INTERNATIONAL FACTFILE In association with

Wholesaler and distributor of video games, consoles and accessories Iceland

KEY RETAILERS Elko, BT, Gamestödin, Skífan, Max

MAIN DISTRIBUTORS Sena, Myndform, Samfilm, Ormsson

TOP DEVELOPERS CCP, Dexoris, Gogogic, MindGames, NARC, On The Rocks Productions, Ymir Mobile

PUBLISHERS IN THE REGION Sony Computer Entertainment Europe, Electronic Arts

THE FACTS Population: 381,452 Currency: Icelandic Króna GDP (Per Capita): $39,025 Capital City: Reykjavík Language: Icelandic

ABOUT THE MARKET

ICELAND IS only 40,000 square also enjoy strong performances in miles in size, and its population – Iceland, making it easy to judge and therefore its retail landscape – what titles to bring to market. is even more consolidated. The biggest genres in But market leadership is slightly Civilisation in this volcanic land is Iceland are FPS and different: Iceland is yet another focused around the capital city, football – even territory when Sony has an meaning that publishers, retailers “ insurmountable lead over Microsoft and distributors alike can concentrate though our national and Nintendo. their business on this one area to “The market is very console efficiently service as many consumers sport is handball. orientated,” said Jóelsson. “PS3 is as possible. Ólafur Jóelsson, Sena the clear leader among the consoles, “The Icelandic market is very with 70 per cent market share. small with the population just over “The biggest genres are FPS and 320,000,” explained Ólafur Jóelsson, football – even though our national VP of distributor Sena’s computer sport is handball.” games division. The development community in “The good news is however that Iceland is much more sparse than over 200,000 of those live in the other Nordic nations. Rekyjavik area. However, it does still have some “The retail environment consists big hitters: namely, EVE Online of both big chains and smaller more studio CCP Games. Most of the specialised retailers.” other developers are focused on This range of retail outlets is mobile games. similar to that of the UK, as are consumers’ genre tastes. The type For more information, point your of games that sell well over here browser towards MCVNordic.com.

26 Around the World www.mcvuk.com +44 (0)203 137 3781 INTERNATIONAL FACTFILE [email protected] India

KEY RETAILERS Games The Shop, Game4U, Landmark, Croma, Planet M, Flipkart.com, Letsbuy.com, Intencity.in, Game4U.com and Nextworld.in.

KEY DISTRIBUTORS Milestone Interactive, E-Xpress Interactive, Worldwide CD-ROMs and Redington.

TOP DEVELOPERS Gameshastra, Trine Games, THE FACTS Version2Games, Zynga (Bangalore), Population: 1,210,193,422 Lakshya Digital, Indiagames, Rolecule Currency: Indian rupee Games and Gameloft. GDP (Per Capita): $1,388 Capital City: New Delhi PUBLISHERS IN THE REGION Languages: Hindi, Bengali, Sony, Microsoft, Square Enix, Assamese, Urdu, English, Tamil, Codemasters and Ubisoft. Sindhi, Punjabi, Nepali, Malayalam, Marathi, Oriya, Sanskrit, Tamil, Telugu, Meitei Manipuri, Konkani, Kannada, Bhojpuri.

ABOUT THE MARKET

ACCORDING to the FICCI-KPMG legitimate packaged PC games Indian Media and Entertainment market is estimated at 381m rupees Industry Report 2012, the Indian ($8m) in 2011. This is expected to games business was valued at 13bn grow 18 per cent by 2016. rupees ($259m) in 2011. India is still the land But there are challenges, says The market is expected to grow of opportunity and Catapult Business Solutions boss by 38 per cent to 18bn Rupees Chris Stanton-Jones. ($359m) in 2012 and to a staggering “over the long-term “Managing increasing consumer 46bn Rupees ($917m) by 2016. will grow its games and retail caution, currency India also has a growing specialist devaluation, fewer titles available retail sector. Game4U and Games market from its on PS2 and PSP, selling products The Shop are two chains that are current low-ish base that are affordable to consumers opening new shops regularly. whilst maintaining profitability at In 2011, console gaming was the to something more the same time, are the key biggest revenue earner, accounting substantial. challenges,” he says. for 55 per cent of the market. Also, “But India is still the land of console penetration is at just two Chris Stanton-Jones, Catapult opportunity and over the long-term per cent of urban TV households, will grow its games market from its compared to a global average of 13 current low-ish base to something per cent – highlighting the more substantial. opportunity for further growth. “Next-gen console formats are Mobile gaming was worth 4.3bn starting to come to the fore, whilst Rupees ($86m) in 2011 – up 55 per good catalogue business is still cent on 2010. The sector is expected possible on the older formats.” to be worth 17bn Rupees ($340m) by 2016. For more information on the Indian The packaged PC games market video games market, head over is plagued by high piracy. The to MCVIndia.com. www.mcvuk.com Around the World 27 INTERNATIONAL FACTFILE In association with

Wholesaler and distributor of video games, consoles and accessories Indonesia

KEY RETAILERS AND DISTRIBUTORS Drakuli, GS Shop, Maxsoft, Uptron, Technosolution

TOP DEVELOPERS There are more than 80 studios based in the region. For a full list, head to www.mcvuk.com. Major players include: Altermyth, Agate THE FACTS Studios, Elventales Games, Jotter Population: 237,424,363 Productions, Toge Productions Currency: Rupiah GDP (Per Capita): $3,508 PUBLISHERS WITH Capital City: Jakarta A LOCAL OFFICE Language: Indonesian IAH Games, Kreon Indonesia, Lyto, Megaxus, Qeon Interactive

ABOUT THE MARKET

THERE are close to 100 studios But, as with many international based in Indonesia, making the markets, Indonesian games retailers Asian nation a great source of face a familiar challenge. development talent. “The Indonesian gaming population The vast majority focus on mobile holds a lot of potential, but has an games. Others offer services for enemy in the form of piracy,” says larger publishers’ projects, Remy Fabian, editor-in-chief of specialising in areas such as art. Indonesia holds a lot VideoGamesIndonesia.com. None of the traditional publishers “Six out of ten people will prefer have a local office in the region. of potential but has pirated games because of the cheap However, there are a number of an“ enemy in the form cost. But even so, that result is still smaller firms that provide popular better than it has been.” online games, including Indonesian of piracy. Fabian describes Sony as “the real versions of Korean MMOs. Remy Fabian, hero in games retail”, because the In fact, online gaming is the most VideoGamesIndonesia.com PS3 has been tough for hackers to popular channel in Indonesia, with crack. It is possible to sell a modest most gamers enjoying browser 2,600 copies of legitimate PS3 games and web-based versions of games per month. Both 3DS and PS global best-sellers, such as EA’s Vita also have active userbases. FIFA Online series. “Yes, piracy is a problem, but the That’s not to say retail has no Indonesian market does have strong presence of course. Leading specialist buying power,” says Fabian. “In the GS Shop has 30 branches across end, it’s about how you market your the region, plus an online store. products. If you grab the community, Similarly, Drakuli has thrived since make them feel appreciated, you will opening a store in Jakarta. have a great time selling games here.”

28 Around the World www.mcvuk.com +44 (0)203 137 3781 INTERNATIONAL FACTFILE [email protected] Iran

KEY DISTRIBUTORS DC GamesGroup, Gorough Doostan Rayenah Narmafzar Company

TOP DEVELOPERS Fanafzar Game Studios, Piranha Games, Pluto 13, Puya Arts Software, RSK-IR

THE FACTS

Population: 78,868,711 Currency: Rial GDP (per capita): $6,359 Capital City: Tehran Languages: Persian

ABOUT THE MARKET

IRAN’S POPULATION is close to ‘may cause players to feel bad 80m people and in 2010 50 per and/or sinful’. cent of those were under 35, Last year’s Battlefield 3 was according to local distributor refused a release in the region due Doostan Co. to its depiction of battles on the Such a young audience makes the Iraq-Iran border and an aerial market a prime target for the video assault on Iranian capital Tehran. games industry, but rampant piracy An online pressure group said at means there is little in the way of the time: “We understand that the strong retail chains. Most games We haven’t got story is hypothetical but we believe are sold through independents. the game is purposely released at a A major cause of piracy is strict copyright law in Iran, time when the US is pushing the censorship on games. Doostan’s international community into Babak Bahizad estimates that 90 “and therefore people fearing Iran.” per cent of popular video games are use pirated games. Iran’s scepticism towards US games banned, which means there are very was taken to greater extremes in few official distributors in Iran. Babak Bahizad, Doostan Co January 2012, when US-Iranian “We haven’t got copyright law in citizen and games developer Amir Iran, and therefore people use Mirza was sentenced to death. pirated games,” he explains. Mirza had been arrested in “The main consoles used are Xbox August 2011 and apparently 360 and PS3, consoles that people confessed to acting as a CIA spy. can buy pirated games for at $1.” He also allegedly confessed to All video games are classified by creating video games designed the strict Entertainment Software to turn consumers against the Rating Association. These ratings Middle East. His death sentence range from 3+ (kids) through 12+ was later overturned, and a retrial (‘beginning of adolesence’) and 15+ was ordered. (‘second half of adolescence’). The Iranian Army is actually Interestingly, 18+ is deemed ‘adult, developing its own video game, single’ while 25+ is ‘adult, married’. Battle in Gulf of Aden. The game In addition to the use of violence, will depict the navy’s battles language and sexual content, the against pirates that prey on cargo ESRA also monitors games for ships. It was shown off at The religious values violation, such as Second International Computer the misuse of mosques or churches, Games Expo and Festival in and hopelessness – content that Tehran this year. www.mcvuk.com Around the World 29 INTERNATIONAL FACTFILE In association with

Wholesaler and distributor of video games, consoles and accessories Ireland

KEY RETAILERS Argos, Currys, Gameclick/Gamesnash, GameStop, Harvey Norman, HMV, Smyths Toys, Xtra-Vision

MAIN DISTRIBUTORS MSE Group, Sean Fagan Wholesale

TOP DEVELOPERS Affinity Tech, BatCat Games, CanDo Interactive, Darkwater Studios, DemonWare, EA BioWare, Eirplay Games, Eyesodic Game Studios, Nevermind Games, Open Emotion Studios, Pufferfish, THE FACTS Redwind Software, Riot Population: 4,588,252 Games, Tribal City Interactive, Currency: Euro Wee Man Studios GDP (Per Capita): $47,513 Capital City: Dublin PUBLISHER OFFICES IN Languages: Irish, English THE REGION Activision Blizzard, EA, Icon Games Entertainment, Jolt ABOUT THE MARKET Online Gaming, Microsoft, Sony, Ubisoft LIKE THE UK, the Irish games retail region, their operations are more market took a hit with the fall of akin to local offices of their UK GAME earlier this year. parents rather than standalone In fact, the impact was more divisions in their own right. severe, as all Meanwhile, the development GAME stores closed after the community in Ireland is thriving. retailer went into administration. League of Legends developer Riot Famously, some former GAME Games and middleware developers staff orchestrated a sit-in in Demonware and all have protest against the lack of an The development studios in the region. administrator to uphold Irish community in Ireland In the last year, EA opened a employees’ rights to pay. “is thriving. BioWare customer service office in In the months that followed, the Galway, dedicated to MMO Star rest of Ireland’s games retailers Wars: The Old Republic. And leading picked up the slack and there are casual games publisher Big Fish still opportunities thanks to the Games expanded its research and decrease in competition left in the development initiative in Cork. wake of GAME’s collapse. Sadly, Plants vs Zombies creator Aside from familiar chains such as PopCap closed its Dublin operation HMV and Argos, Irish gamers can as part of a series of global cuts. depend on local online specialists The firm had recently laid off several such as Gameclick and Xtra-vision employees at its Seattle office. for the latest gaming releases. All local companies are There’s room for larger companies represented by trade body Games to establish a foothold in the Ireland, which holds regular Republic of Ireland, too. networking events and tries to raise While the likes of Sony, Microsoft, the profile of the games industry in EA, and Ubisoft are present in the the region.

30 Around the World www.mcvuk.com +44 (0)203 137 3781 INTERNATIONAL FACTFILE [email protected]

Israel

KEY RETAILERS AND DISTRIBUTORS Arcadia, Big Game, BUG, Enjoy Stick, Media Game, Oberon, Play Game, Toys R Us

TOP DEVELOPERS Corbomite Games, Funtactix, Nitako, , Playful Shark, Playtika, Side-kick, Space Cowboys, SpikySnail Games, We Create Stuff

THE FACTS Population: 7,93,200 Currency: New shekel GDP (per capita): $31,985 Capital City: Jerusalem Languages: Hebrew, Arabic

ABOUT THE MARKET ISRAEL has a small games market, “The market is changing due to and one that is home to a number the costs and accessibility of new of small independent retailers. platforms such as Facebook and These stores are few and far smartphones,” says Guy Bendov, between, scattered across Israel’s CEO of Israeli developer Sidekick. cities, and are outperformed by “Over the last few years, many small local online outlets. studios have opened up for these Unfortunately, all retailers see We just need a few new markets.” very little support from publishers Herein lies Israel’s greatest asset: and platform holders, none of which major titles to be development. There is a strong have offices in the region. “made here to finally skillbase in the region, which has In fact, Israel doesn’t even have put a focus on the already produced a wide range of access to Xbox Live points. Instead, iOS, Facebook and browser games – customers must buy from US or Israeli games industry. including official tie-ins to hot European retailers online. properties like The Hunger Games. Sagi Koren, SpikySnail Similarly, retailers are often “There are a lot of super talented forced to buy stock from the larger people here that are creating games Western markets, or offer all the time,” says Koren. “We just consumers an alternative. need a few major titles to come out “Games are massively pirated, of here to finally put a focus on the especially for PC, Xbox and Israeli games industry.” PlayStation,” explains Sagi Koren, Bendov adds: “Israel is very big co-founder of developer Spiky Snail. with online soft gambling and there “Many stores in Israel that sell the is a good pool of quality online Xbox offer you a hacked console marketing and monetisation people. when you go to buy one.” “The culture is US-oriented, Thankfully, the advent of new friendly, with touches of Middle platforms has opened up Eastern practicalities – and the opportunities for local games firms. weather is unbeatable all year long.” www.mcvuk.com Around the World 31 INTERNATIONAL FACTFILE In association with

Wholesaler and distributor of video games, consoles and accessories Italy

KEY RETAILERS Auchan, Carrefour, Darty, Euronics, Expert, Feltrinelli, FNAC, GamesBond, GamesLife, GameStop, Iper, La Feltrinelli, MediaMarkt, Mondadori Multicenter, OpenGames, Panorama/Gruppo Pam

MAIN DISTRIBUTORS Cidiverte, DB Studios, Digital Bros/Halifax, Koch Media, Leader, Namco Bandai, Newave, Shardan

TOP DEVELOPERS Activart, Adventures Planet, AlittleB.it, , Consorzio Milonga, Double Jungle, DP Studios, Digital Tales, Reply, Imagimotion, Just Funny Games, Frame Studios, Magic Dream Games, Milestone, Raylight Games, TiconBlu, Twelve Games, Ubisoft Milan

PUBLISHERS IN THE REGION THE FACTS , Activision Blizzard, Disney, Population: 60,681,514 Electronic Arts, Microsoft, Namco Bandai, Currency: Euro Nintendo, Sony, Ubisoft, Warner Bros GDP (Per Capita): $37,046 Capital City: Rome Language: Italian

ABOUT THE MARKET

THE ITALIAN video games market market share of more than 50 per was worth $1.09bn in 2011, and cent on major PS3 and Xbox 360 more than half of this was releases, while the latter has 100 generated by software sales. Italy’s 60m potential branches and accounts for roughly Italy has suffered slight declines consumers are highly 20 per cent of Italian games sales. in sales of hardware, software and sophisticated and Most major publishers have a accessories since 2010 but the “ local office to better handle releases nation is still home to a healthy receptive to in the region, supported by several retail landscape. local distributors. However, only the “Italy is the fourth largest innovative larger publishers can afford to economy in Europe, with a technologies. establish a strong presence in Italy. favourable position in the centre of “You need to generate a turnover Ilaria Amodeo, Aesvi the Mediterranean Sea,” says Ilaria of at least €15m to justify setting up Amodeo, PR manager for Italian and running a local office,” the boss games industry trade body Aesvi. of one Italian distributor told us. “If “Its 60m potential consumers – this is not realistic you will need to highly sophisticated and receptive work with a distribution partner.” to innovative technologies – Ubisoft Milan and SBK developer contribute to making it one of the Milestone are among the studios of most outstanding pilot markets for note. Most game companies are ICT products and services.” based in Milan and Lumbardy. Specialist retailers dominate the Italy is Europe’s No.2 country in market, with GameStop and terms of usage, with MediaMarkt established as market the number of active SIM cards leaders. The former has over 400 standing at over 90m. So there is a stores across Italy and can take large market for mobile games.

32 Around the World www.mcvuk.com

INTERNATIONAL FACTFILE In association with

Wholesaler and distributor of video games, consoles and accessories

THE FACTS

Population: 126,659,683 Japan Currency: Yen GDP (per capita): $45,920 Capital City: Languages: Japanese KEY RETAILERS Animate, Big Camera, Enterking, Futaba, GEO, Gamers, Ikyyusan, Jusco, Nojima, Rakuten, Sofmap, Tosho, Tsutaya, TV Panic, Wanpaku, Yodobashi Camera

MAIN DISTRIBUTORS Ajioka, Happinet, Jesnet

TOP DEVELOPERS 8ing, Acquire, Aki, Alfa System, , Banpresto, Camelot, , DeNA, , From Software, Game Freak, Genki, , HAL Laboratory, Hudson, Idea Factory, Intelligent Systems, Kemco, , Level-5, Marvelous Interactive, , Namco Tales Studio, Nex Entertainment, Platinum Games, Q Entertainment, , , Team Ninja, Treasure, Tri-Ace, Yukes

PUBLISHERS WITH A LOCAL OFFICE Disney, Capcom, Konami, Namco Bandai, Nintendo, Sega, Sony Computer Entertainment Japan, Square Enix, Tecmo Koei

ABOUT THE MARKET

HOME TO pioneers in all aspects of The nation’s development and the industry, Japan is a crucial market publishing community needs no for any video games company. introduction. Japan is home to two of The extremely tech-savvy public is the three format holders, heavy catered for by a huge range of hitters like Square Enix, Capcom and specialist retailers. Perhaps the most Konami and highly-acclaimed studios notable source of gaming goodies is Publishers have to do – from established veterans like Metal Tokyo’s famous Akihabara district, Gear dev Kojima Productions and which focuses entirely on electronics their marketing and Layton studio Level-5 to growing and entertainment products. “PR at least three talent such as Platinum Games. Interestingly, there are fewer In Japan, titles that struggle in the distributors and two, Ajioka and months before launch. West such as are Jesnet, only deal in Nintendo products. F-ISM spokesperson market leaders. Whereas Western However, some publishers such as franchises that dominate most of the Namco Bandai and Square Enix world’s markets like Call of Duty do double as distributors – not only for not fare as well. their own titles, but those of Western F-ISM reports that Just Dance on publishers like Ubisoft. Wii and titles only Different distribution practices also sell 400,000 copies each in Japan. mean it is vital for publishers to “Companies looking to set up in promote their releases early. Japan have to be very careful and “In Japanese distribution there is no sensible about the local game culture ‘mark down’ system,” explains a and its particularity,” says F-ISM. Famitsu Intelligence Strategic “Japanese game users’ tastes are Marketing spokesperson (F-ISM). far different from Western or other “This means any titles that do not Asian markets. Thus publishers and get enough orders before launch will developers really need to research hardly be successful. Publishers have before development and ensure that to do the right PR and marketing at localisation and culturalisation is very least three months before launch.” high in quality.”

34 Around the World www.mcvuk.com +44 (0)203 137 3781 INTERNATIONAL FACTFILE [email protected]

Korea

DISTRIBUTORS AND RETAILERS Home Plus, Sonokong

TOP DEVELOPERS Aeonsoft, Axis Entertainment, Blueside, DeNA Seoul, Gamevil, Gameloft, Hyundai Digital, ImcGames, JellyOasis, NeoWiz, Nurien, Riot Games, Softnyx, Taito Korea, Ubiport, Webzen, Wemade Entertainment, Windysoft, Zepetto

PUBLISHERS WITH A THE FACTS LOCAL OFFICE Bandai, Electronic Arts, Population: 50,000,000 Hangame, Gravity, Konami, Currency: Won NCsoft, Nexon, Sega, Sony GDP (per capita): $23,749 Computer Entertainment Capital City: Seoul Korea, Square Enix, Ubisoft Languages: Korean

ABOUT THE MARKET

KOREA, partner country of this year’s While many gamers have their own Gamescom, is home to a market that PC, there is a massive demand for is wildly different to that of the UK. LAN gaming and internet cafés The most notable difference is a known as PC bangs. lack of games retailers. While there Online gaming has become so are stores that sell packaged games, popular that professional gaming has such as the Tesco and Samsung- been firmly established in the region, owned Home Plus hypermarkets, with the top players winning these are few and far between. South Korea has had thousands of dollars in tournaments. There are no familiar chains such as problems with However, South Korea has had GAME or GameStop. gaming addiction – problems with gaming addiction – Instead, the most popular titles are “ typified by the death of a man who online and downloadable games, typified by the death played StarCraft for 50 hours solidly particularly for PC. The majority of in 2005. As a result, the Korean consumers spend their gaming time of a man who played government has banned all those on MMOs like MapleStory, Lineage StarCraft for 50 hours under 18 from playing online between and Ragnarok Online. solidly in 2005. midnight and 8am. Also popular are multiplayer As of 2006, all video games have versions of console games, such as been classified by the Game Rating EA and Nexon’s FIFA Online series. Board. Before this, they were handled Many of these are developed by by the . All Korea’s plethora of local studios. titles are classified under four age “Because 67 per cent of gamers as groups: 18, 15, 12 and All. There is of 2011 are users, they additional Teenager Restricted class simply download the clients,” explains for arcade games. Sarah Rogers, sales and marketing The Game Rating Board has director at NCsoft Europe. actually lifted some of the bans “Credit cards, bank accounts, mobile put in place by the KMRB, making phones, certificates and gift cards are titles such as GTA III and Vice City all used to pay for the games.” available in Korea. www.mcvuk.com Around the World 35 INTERNATIONAL FACTFILE In association with

Wholesaler and distributor of video games, consoles and accessories Mexico

RETAILERS AND DISTRIBUTORS Blockbuster Mexico/Game Rush, THE FACTS Camelot Games, Coppel, Games Planet, Population: 113,910,608 Gamer’s Paradise, JJGames, JVL, Mixup, Currency: Peso Sanbourns GDP (per capita): $10,153 Capital City: Mexico City DEVELOPERS Languages: Spanish, plus 68 Anemona Studio, Artefacto, D-Dub indigenous languages Software, DigitalMediaTV, Game Production Services, GranTiki Games, Larva Game Studios, Neggi Studio, Nimbly Games, Washawasha, Xibalba 16,000,000

PUBLISHERS WITH A LOCAL OFFICE The number of gamers Activision, Electronic Arts, Microsoft, in Mexico Sony, THQ, Ubisoft 29,000,000 Average number of hours Mexicans spend playing video games per day

Source: Newzoo

ABOUT THE MARKET MEXICO is the biggest video games take up 14 per cent of gamers’ time, market in Latin America, and one outperformed slightly by social that was estimated to be worth networks at 18 per cent. more than $1bn last year. Time is not the only thing spread Market research firm Newzoo evenly across platforms. Consumers reports that 16m of its 113m 16m Mexicans are actively play games on multiple residents are active gamers, with 57 devices, an average of four to five per cent of these spending money active gamers, with 57 platforms per gamer. on their hobby rather than seeking “per cent spending Newzoo defines platforms as: out free-to-play experiences. mobile, console, social network, These consumers are catered for money on games casual websites, PC download, PC by a wide range of retailers, rather than seeking boxed and MMO games – with 30 including a massive chain of free-to-play titles. per cent of Mexican gamers playing Blockbuster stores, a handful of titles on all seven. Mexican specialists and department Mexico is also home to a sizeable store Coppel. collection of development studios. The majority of consumer While the majority focus on mobile spending goes towards console games and apps, there are some games at $455m, although this is that develop for retail platforms surpassed by the combined PC such as Xbox 360, PS3, Wii and PSP markets of boxed ($215m), download – for example, Larva Games Studios’ ($155m) and MMO games ($120m). downloadable multiplayer shooter However, in terms of time spent Cellfactor: Psychokinectic Wars. on games, things are much more Some studios even work with even between the platforms, larger firms from other industries ranging from 10 per cent for PC on promotional games. Artefacto, boxed and download games to 20 for example, has made a number per cent on consoles. Mobile of Nissan driving games for devices and casual websites each various smartphones.

38 Around the World www.mcvuk.com +44 (0)203 137 3781 INTERNATIONAL FACTFILE [email protected]

THE FACTS

Population: 4,430,400 New Zealand Currency: New Zealand Dollar GDP (per capita): $36,648 Capital City: Wellington KEY RETAILERS Languages: English Dick Smith Electronics, EB Games (GameStop), Harvey Norman, JB Hi-Fi, Kmart, Noel Leeming, The Good Guys

BEST DISTRIBUTORS All Interactive, Gamewizz, QV Software, Tuff Kat

TOP DEVELOPERS Binary Star, Boolba Labs, CerebralFix, Custard Square, Gameloft, Grinding Gear Games, Launching Pad Games, Ninja Kiwi, Runawayplay, Sidhe Interactive, Stickmen Studios

PUBLISHERS WITH A LOCAL OFFICE EA, Microsoft, THQ, Sony, Warner Bros

ABOUT THE MARKET

WHILE GEOGRAPHICALLY smaller boosted by the growth of smartphone than neighbouring Australia, New and online games. Zealand has a similar games market. A few publishers and distributors Its retail landscape is populated handle their New Zealand with a range of specialist and larger operations from local offices, but entertainment and electronic retailers, many find it more efficient to rely and a strong presence from global More than 100 on their Australian base to manage giant GameStop via EB Games. the two territories. As well as local retailers, there are a development jobs However, MCV Pacific editor number of chains that operate across “were created in New Leigh Harris warns that publishers both New Zealand and Australia. should treat the market as entirely While the nation is a PAL market, Zealand in 2011, separate to that of Australia, and there is a thriving import culture given boosted by the employ different approaches when its proximity to Asia and the US. And growth of online and releasing games in New Zealand. independent businesses have set up a “While an inconsequential range of online swap shops. smartphone games. amount of money can produce a New Zealand is also home to a decent TV campaign in New plethora of independent developers. Zealand, in Australia it bears The vast majority of local studios considering whether or not it’s create digital titles, either for consoles, effective at all to do one with less smartphones and tablets or Facebook than $400,000,” he said. and browsers. “The best advice would ultimately Development is a growing area, be to ensure you have specialists in with trade body NZGDA (the New each country operating there. There Zealand Game Developers are well-established companies in Association) reporting that the place to deliver just that kind of country’s game development sector local expertise already.” expanded by 46 per cent last year. More than 100 development jobs You can find more information by were created in New Zealand in 2011, visiting MCVPacific.com. www.mcvuk.com Around the World 39 INTERNATIONAL FACTFILE In association with

Wholesaler and distributor of video games, consoles and accessories

Norway

KEY RETAILERS Coop, Elkjöp, Expert, GameStop, Platekompaniet, Spaceworld

MAIN DISTRIBUTORS Bergsala, Ess Engross, Nordic Game Supply, Nordisk Film, PAN Vision, Game Outlet

PUBLISHERS IN THE REGION Activision, Disney Interactive Studios, EA, Microsoft, Namco Bandai, Ubisoft, Warner Bros

TOP DEVELOPERS Funcom, Ravn, Rock Pocket Games, Snowcastle, Dpad THE FACTS Population: 4,995,800 Currency: Norwegian Krone GDP (Per Capita): $84,443 Capital City: Oslo Language: Norwegian (Nynorsk and Bokmål)

ABOUT THE MARKET

THE majority of games publishers There is a strong market for kids have established a strong presence games in Norway, something local in Norway, either with a local office distributors have helped to maintain. or through distribution deals. Most major publishers “We’ve published Norwegian The majority have their own office have a Nordic office childrens’ game of the year 2010 that handles distribution across the and sales staff in each Flåklypa Grand Prix for DS – which Nordic territories, including EA, “ is based on cult movie Pinchcliffe Activision, Ubisoft, Microsoft, country – Norway is Grand Prix – and had the best- Disney and Warner Bros. no exception. selling DS game during Christmas, The platform holders also have a Vinter I Blåfjel – or Winter in Blue long history in this region. Martin Martin Landell, PAN Vision Mountain, which is based on stories Landell of distributor PAN Vision by author Gudny Ingebjörg Hagen,” said: “Most major publishers have a said Landell. Nordic office and sales staff in each The big star of the development country – Norway is no exception. scene is Funcom, the studio behind “Nintendo has been distributed by MMO Age of Conan. Bergsala since the Game & Watch There are also a number of in the early ‘80s. Meanwhile, the thriving development appointed PlayStation distributor is houses, including Ravn Studio, Nordisk Film, a media company DPAD and Rock Pocket Games from the music and film industry.” that develop titles for iOS devices As with other territories around and Nintendo DS. the world, Namco Bandai doubles as both a publisher and distributor, For more information on the video handling Norwegian releases for games market in Norway or its partners such as Square Enix, THQ neighbouring Scandanivian nations, and Codemasters. visit MCVNordic.com.

40 Around the World www.mcvuk.com +44 (0)203 137 3781 INTERNATIONAL FACTFILE [email protected]

THE FACTS Population: 92,37,852 Currency: Peso The Philippines GDP (per capita): $2,328 Capital City: Manila Languages: Filipino KEY RETAILERS & DISTRIBUTORS DID YOU KNOW? Active Boeki, DataBlitz, eBuy Philippines’ President Aquino (pictured CyberStore, Maxsoft below) was accused of playing video games while eight Hong Kong citizens TOP DEVELOPERS and a kidnapper were gunned down Anino Entertainment, during a hostage crisis in 2010. Dreamlords Digital, FlipSide Aquino denied this, citing how busy he Games, Funguy Studio, was on the day in question, but the Gameloft, Vitas Development press consistently asks how much time he spends on his PSP or playing PUBLISHERS WITH A . The president has said he LOCAL OFFICE feels ‘insulted’ by these questions. Digital Media Exchange, Electronic Arts, Level Up Games, Microsoft, Sony

ABOUT THE MARKET

THE PHILIPPINES is home to more and capability. A study by technology than 92m people, making it a healthy platform provider Akamai earlier this potential market for video games. year showed that the Philippines had That market has kept up with larger one of the slowest broadband speeds nations by making all current consoles in Asia, outpacing only India. available, both via High Street stores Just 7.1 per cent of internet users in and online retailers such as DataBlitz A new Xbox 360 title the country had access to connections and eBuy CyberStore. with ‘broadband-level’ speed. Akamai However, most Filipino gamers turn costs 2,300 pesos, also reported that the Philippines and to less reputable stores and street “whereas a pirated India ‘have the lowest broadband vendors to purchase pirated games. adoptions rates [in Asia]’. New titles are extremely pricey: a new copy can cost as little The Philippines’ games industry Xbox 360 costs around 2,300 pesos as 70 pesos. actually dates back to 1992 but only ($55), whereas a pirated copy can cost now has its development community as little as 70 pesos. begun to grow, according to Piracy varies by format: while the Games’ Eamonn Mgherbi. Xbox 360 suffers greatly, there are “There are a host of well-known significantly less illegal PS3 games. developers who have decided to take The government has attempted to advantage of this growth,” he says. stamp down on piracy – most publicly “It’s well worth firms looking into the by crushing illegal copies of CDs, Philippines as its a place full of talent.” DVDs and games with steamrollers – One new developer is Dreamlords but the issue persists. Digital, founded in 2010, which Online games also have some created the Philippines’ first 3D game presence, with companies such as for iOS and Android in Zombie Fields. LevelUp Games bringing Korean hits Only a few publishers have local like MapleStory, Allods Online and RF offices, with many supplying the Online to the region. region from nearby nations such as However, the nation is still trying to Singapore. Namco recently established improve its broadband penetration a new Philippines subsidiary. www.mcvuk.com Around the World 41 INTERNATIONAL FACTFILE In association with

Wholesaler and distributor of video games, consoles and accessories Poland

KEY RETAILERS Empik, Gram.pl, Gry Online, Media Markt, Toys R Us,

MAIN DISTRIBUTORS CD Projekt, Cenega, Galapagos, LEM

TOP DEVELOPERS CD Projekt, Exor Studios, Frontline Studios, Infinite Dreams, (Epic Games), Red Dot Games, Techland, TopWare Interactive

PUBLISHERS IN THE REGION City Interactive, Codemasters, Electronic Arts, Microsoft, Nintendo, Sony Computer THE FACTS Entertainment Polska, Ubisoft Population: 38,186,860 Currency: Zloty GDP (Per Capita): $13,079 Capital City: Warsaw Language: Polish

ABOUT THE MARKET

POLAND’S games market enjoyed be playing more casual-based games. impressive growth last year. It is the easy accessibility of these Total software sales were up 12 types of games, which has in fact per cent year-on-year between Invest heavily in attracted users away from PC titles.” January and September, and up 27 Poland. The future The popularity of digital games per cent on consoles. is bright with much and MMOs is also growing, Traditionally a region dominated “ outperforming those of neighbouring by PC, now PS3 and Xbox 360 are market potential markets in Eastern and Central two of the biggest-selling formats Europe. This presents plenty of in Poland – equalling PC software ahead. opportunities for companies that sales for the first time. Chris Stanton-Jones, Catapult focus on online games. This has partly been down to the “We are still seeing the best volume growing success of mainstream potential in Poland. It’s quickly products such as and Move. become an important European Games are quickly becoming a mass MMO market,” said TripleACodes’ market form of entertainment, Marcus Whitney. bringing the Polish market in line Poland has a strong development with that of the UK. community. Notable studios include “There are definite signs of The Witcher devs CD Projekt, Epic- Poland starting to diversify away owned Bulletstorm studio People from its hardcore gamer roots Can Fly, and Techland, the developer towards a broader audience,” said behind and Call of Juarez. Catapult Business Solutions “Invest heavily in Poland,” founder Chris Stanton-Jones. Stanton-Jones advised. “The “There are over 200,000 users of future is bright with much market Kinect and Move, many of which will potential ahead.”

52 March 9th 2012 40 Around the World www.mcvuk.com +44 (0)203 137 3781 INTERNATIONAL FACTFILE [email protected]

Portugal

KEY RETAILERS Auchan, Fnac, GAME, GameStop, Media Markt, Radio Popular, Sonae, Worten

MAIN DISTRIBUTORS Ecofilmes, Infocapital, Koch Media, Namco Bandai

TOP DEVELOPERS Biodroid Productions, BSure Interactive, Games, Seed Studios, Vortix Games Studio

PUBLISHERS IN THE REGION Activision, Disney, EA, Microsoft, Nintendo, Sony, THQ, Ubisoft THE FACTS Population: 10,56,252 Currency: Euro GDP (Per Capita): $23,204 Capital City: Lisbon Language: Portuguese

ABOUT THE MARKET

BELIEVE it or not, Portugal is closely with the hypermarkets can classed as an emerging market – deliver success, though the public is but that certainly doesn’t mean you in need of constant reassurance. shouldn’t take the region seriously. Portable games “The uncertainty that surrounds Like neighbouring Spain, there is represented 45 per [the economy] is obviously the main a healthy market for video games cent of Portugal’s concern,” says Stanton-Jones. “It hardware and software in Portugal, “ comes at an awkward time when supported by long-running retailers total software sales in the software market is adjusting. The such as Auchan and Fnac. PC sector and older console formats “Portugal remains one of the 2011 by volume. are shrinking quickly, whilst making largest software markets in the Alvaro Escorial, Sony way for the newer consoles, most emerging territories, comparable in noticeably Wii and PS3.” size with Poland, about 15 per cent Stanton-Jones urges publishers larger than South Africa and over to focus on releases for these consoles double that of Greece,” says in the region. It’s also important to Catapult Business Solutions note the power of handhelds at retail. founder Chris Stanton-Jones. “Portugal is a key market for “It is worth publishers considering portable devices,” says Sony setting up local representation of Computer Entertainment’s Alvaro some kind once the economical future Escorial. “Portable games represented of the country becomes more certain.” 45 per cent of the total software While the recession has taken its sales in 2011 by volume. It’s also an toll on Portugal, it’s nothing opportunity for companies targeting publishers can’t counter with a solid families and children, especially on sales strategy. Focusing on the the PSP, which represents 75 per most popular formats and working cent of the portable market.” www.mcvuk.com Around the World 41 INTERNATIONAL FACTFILE In association with

Wholesaler and distributor of video games, consoles and accessories

Russia

KEY RETAILERS 1C-Interes, Eldorado, Euroset, Gamepark, Gamezone, Game Republic, Hitzone, MediaMarkt, MVideo

MAIN DISTRIBUTORS 1C-SoftClub, , Buka, Bureaucrat, Gametec, Noviy Disk

TOP DEVELOPERS Crazy Bit, DiscusGames, Eagle Dynamics, , KranX Productions, MADia Entertainment, NevoSoft, Nikita, Nival Interactive, SkyRiver Studios, , Vogster Entertainment

PUBLISHERS IN THE REGION , Disney, Electronic Arts, Microsoft, Nintendo, Sony THE FACTS Population: 143,030,106 Currency: Ruble GDP (Per Capita): $13,235 Capital City: Language: Russian

ABOUT THE MARKET:

RUSSIA is the largest country in the The handheld market isn’t without world, and as a result, there’s plenty its troubles. of room for a variety of retailers. While the PSP is one of the In fact, no single group of outlets Console gaming nation’s best-selling consoles, this is dominates the High Street. showed increasingly partly due to piracy and the Independents still account for a popularity of its media capabilities. significant chunk of sales, holding “good dynamics with And it’s a sorrier story for the their own against electronics chains both PS3 and Xbox 3DS, according to Boris Romanov, and specialist gaming stores. CEO of distributor Gametec. Traditionally, the bulk of sales have 360 consoles reaching “3DS is the console that is come from the PC market, but the an installed base of struggling the most in the Russian growing popularity of online and market, as it lacks trade marketing browser games have taken its toll 500,000. support from Nintendo,” he said. on this sector. This means more Anatoly Subbotin, 1C “Also, there’s a problem in that people are buying console games the Nintendo brand is well-known than before, although PC is still No.1. only to hardcore gamers.” “The rapid decline of packaged PC That’s not to say there are no goods was not offset in any way by mass market successes to be digital sales,” says 1C’s international had in Russia. PR and marketing director Anatoly “Growth in the boxed market is Subbotin. “Console gaming showed being fuelled by the high level of increasingly good dynamics with success of Move and Kinect, and both PS3 and Xbox 360 consoles the continued active presence of reaching an installed base of both Microsoft and Sony,” says 500,000. But Russia still remains Catapult Business Solutions mostly a PC territory.” founder Chris Stanton-Jones.

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Wholesaler and distributor of video games, consoles and accessories Saudi Arabia

KEY RETAILERS Eagle, Extra, E-Max, Jarrir Bookstore, Tokyo Games

MAIN DISTRIBUTORS LS2 Pluto, Modern Electronics, Red Entertainment, Viva Entertainment

TOP DEVELOPERS Index, Kammelna Games, Semanoor International/Semaphore

PUBLISHERS WITH A STRONG PRESENCE IN THE REGION Microsoft, Sony Computer Entertainment THE FACTS Population: 27,136,977 Currency: Saudi riyal GDP (Per Capita): $22,635 Capital City: Riyadh Languages: Arabic

ABOUT THE MARKET

SAUDI ARABIA is home to a video “In fact, this is the first time ever game market that continues to in the region’s console history that a offer new opportunities. format so long into its career still Gaming is becoming mainstream, has a strong legitimate software and research firm Catapult Business There is a substantial business. By comparison there are Solutions reports that console sales software market on now zero PS2 software sales are still growing year-on-year – despite continued console success.” particularly on Xbox 360 and PS3. “the PS3, which can November 2012 will see the fifth However, like many territories now sell over 50,000 Dubai World Game Expo, a trade around the world, Saudi Arabia is show that aims to raise awareness beset by strict censorship, often to 70,000 units for a of gaming and upcoming releases. with regards to sexual content or blockbuster title. Many publishers attend, although negative depiction of Arabs. only Sony and Microsoft have a Chris Stanton-Jones, Titles that have been banned local office. However, both Catapult Business Solutions include the first Modern Warfare, companies supply retail via third- Heavy Rain, and the God of War and party distributors. Grand Theft Auto series. Even There are very few developers in Pokémon trading cards have been the area, but studios such as Index banned for promoting gambling. and Kammelna are still trying to Piracy is also a serious threat but make their mark on the social and Sony’s PS3 has yet to be cracked and mobile games market. therefore is a hero for games retail. Meanwhile, Semanoor “There is a substantial software International subsidiary Semaphore market on the PS3, which can now is hard at work on Unearthed: Trail sell over 50,000 to 70,000 units of Ibn Battuta, an Uncharted-style across the region for a blockbuster the firm claims is the title,” says Catapult founder Chris first triple-A title developed in Saudi Stanton-Jones. Arabia for Western audiences.

44 Around the World www.mcvuk.com +44 (0)203 137 3781 INTERNATIONAL FACTFILE [email protected]

Serbia

KEY RETAILERS Alti, Big Bang, CT Retail, Delhaize, Dexy, GameS, Gigatron, Idea, Mercator, , Pyramid Shop, Technomarket, Virtual,

MAIN DISTRIBUTORS Comtrade, Computerland/Iris Mega, Extreme CC

TOP DEVELOPERS Gameyus, Konelek, MadHead Games, Eipx, Dragon’s Eye, Two Desperados

THE FACTS Population: 7,261,000 Currency: Serbian dinar GDP (per capita): $4,917 (excl. Kosovo) Capital City: Languages: Serbian

ABOUT THE MARKET THIS SMALL European nation may the console market has grown very not be where you’d expect to find a quickly – especially for PlayStation.” growing games market, but there is “We expect Sony’s market share a solid community of retailers and will continue to grow. Microsoft has distributors in the region. a strong presence too, but it’s not Many companies that operate in supporting the Xbox market so local Serbia also supply or are supplied by distributors are forced to supply the the neighbouring nations of Bosnia, Serbia is a small market through their own channels. Montenegro, Macedonia and Albania. “There is no Nintendo office but Local distributors represent most market at the its sales are not impressive, publishers and platform holders as “moment, but has the especially for handheld consoles.” the market is not big enough to potential to develop. PC remains the dominant warrant Serbian offices. However, platform, but the downloads market local retailer GameS stresses that Branko Dangubic, GameS has yet to achieve the same global games firms should not penetration it has in Western overlook its homeland. European nations. “Serbia is a small market at the “The digital market is still in its moment,” says CEO Branko early days,” explains Marcus Dangubic. “It has the potential to Whitney, sales and business develop, but this depends on global director at European digital political and economic tendencies. distributor Triple A Codes. “The best option at the moment “There are some core internet for any business coming to Serbia is cafés in the region which are very to find a local partner and work popular with gamers.” step-by-step.” These cafés also cater to the Igor Jeremic, purchasing and sales growing culture of online gambling. manger at distributor Computerland In November a new law was passed adds: “Serbia is mostly PC- to reduce the number of illegal orientated, but in the past few years gaming sites.

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Wholesaler and distributor of video games, consoles and accessories

THE FACTS

Population: Singapore Singapore Currency: Singapore dollar GDP (per capita): $49,270 Languages: English, Malay, KEY RETAILERS Chinese, Tamil FunzSquare, Hi-Star Multimedia, HMV, K H Time Trading, Mega Multimedia, Playcraft, Qisahn, Replay Interactive, Seow Choon Games, SG Cardmart, Teraforce Distribution, Yimpact

TOP DEVELOPERS FunzSquare, Hi-Star Multimedia, HMV, K H Time Trading, Mega Multimedia, Playcraft, Qisahn, Replay Interactive, Seow Choon Games, SG Cardmart, Teraforce Distribution, Yimpact

NOTABLE GAMES FIRMS WITH A LOCAL OFFICE Boomzap, DeNA, Disney Interactive, Electronic Arts, GREE, LucasArts, Microsoft, Sony Computer Entertainment, Tecmo Koei, ABOUT THE MARKET Ubisoft LIKE THE nearby principality of All releases are rated by the Media Hong Kong, the city state of Development Authority under its Singapore is one of the world’s official video games classification leading financial centres. system, which was introduced in 2008. It’s also one of the five busiest ports The MDA has two main ratings for in the world, making it ideal for any more mature titles. Age Advisory games company trying to import and export can be sold to anyone but are not goods around Asia, Indonesia and the recommended for children as they are rest of the world. Singapore has a likely to contain partial nudity, some As such, Singapore has a thriving thriving video games bad language, mild violence and implied video games industry. There are more industry. There are sexual activity. Mature 18 can’t be sold than 60 games companies with “ to anyone under the age of 18 operations in Singapore, including more than 60 games because of adult or extreme content. publishers, developers and other While it’s not common, the MDA related services firms. companies in the has been known to ban games from This includes major players such as country, including release. High profile examples include EA, Ubisoft, Microsoft and Sony as publishers and the original Mass Effect, banned for its well as growing mobile giants GREE lesbian sex scene, and The Darkness, and DeNA. developers. banned for its excessive violence. There are also smaller upcoming Online gaming has become popular in firms such as Ratloop Asia, the studio the region, with the Singapore behind PSN title Rocketbirds: Cybersports and Online Gaming Reloaded, and Protégé Productions, Association promoting both which developed XBLA title professional gaming and seeking new Armor Valley. talent to represent the city state. Customers are catered for by a The organisation also works with the wide range of retailers, encompassing MDA and the Infocomm Development independent High Street stores, Authority of Singapore to help raise global chains like HMV and awareness of video games that have online retailers. been developed locally.

46 Around the World www.mcvuk.com +44 (0)203 137 3781 INTERNATIONAL FACTFILE [email protected]

Slovakia

KEY RETAILERS AND DISTRIBUTORS Brloh, Cenega, Datart, eD System, Elektro World, Enter Computer, Express Stores (GameExpres), Game-shop, Hrac, Kon Tiki, Tesco

TOP DEVELOPERS 3D People, Cauldron, Cypron Studios, InLogic Software

THE FACTS Population: 5,445,324 Currency: Euro GDP (per capita): $16,726 Capital City: Bratislava Languages: Slovak

ABOUT THE MARKET SLOVAKIA is a small country by distributors but there are still some European standards. It is half the strong players in Slovakia. Kon Tiki, size of the neighbouring Czech the largest local distributor, is the Republic with a population of 5.5m official Slovakian distribution – and only a little more than half of partner for leading publishers such its residents live in urban areas. as Activision, Blizzard, Konami, It also has slightly lower average Nintendo, Tecmo Koei and Ubisoft. living standards compared to Czech, “Slovakia has distinguished itself and more equivalent to that of from the Czech Republic with Barbados. The unemployment rate specialist, local retailers growing in was at 13.3 per cent in July 2012, numbers annually along with a down from the 14 per cent recorded A of online, indie strong core of larger nationals,” says in 2010. and international Kon Tiki’s Sofia Nemethova. Given the size of the population, retailers cater to the Distributors also have another you might not think there’s a viable “ responsibility. Slovakia is one of the games market compared to larger Slovakian gaming European nations that doesn’t nations, but there is a healthy level audience. employ the PEGI ratings system. of demand in Slovakia. Total Instead, Slovak media law demands hardware and software sales were that games distributors mark up reported as a not-too-shabby €17m products themselves with the when it was last totted up in 2010. country’s own age labels. A mix of online, independent and Unfortunately, the practice of international retailers cater to grey imports is commonplace in Slovakian gamers. Familiar chains Slovakia, particularly since the such as Tesco and Dixons-owned country joined the Euro in 2009. Elektro World are also a notable Slovakia is also home to a handful presence in the region. of studios creating games for a mix Most of these retailers are of consoles and online platforms, supplied by Czech-based such as Cabela developer Cauldron.

www.mcvuk.com Around the World 47 INTERNATIONAL FACTFILE In association with

Wholesaler and distributor of video games, consoles and accessories Slovenia

KEY RETAILERS Big Bang, Comshop, E.Leclerc, Harvey Norman, Mladinska Knjiga, Mueller, Spar, Tus

MAIN DISTRIBUTORS Colby, Videotop

LOCAL GAMES DEVELOPERS ActaLogic, Cocoasoft, SloGameDev, Zootfly

ABOUT THE MARKET LIKE MANY Eastern European the PS2 dominated, but its sales countries, Slovenia is a relatively have fallen away in the last six months. small market but still one that has Nintendo’s presence is quite an avid gaming community. weak, with low installed bases for Consumers are catered for by a Wii, DS and 3DS, as is Xbox 360. handful of electronics chains, but This is not helped by the fact that one retailer in particular dominates Microsoft and Nintendo’s consoles the region. – along with PSP – are heavily pirated. “If your game is not stocked at If your game is not The high levels of piracy can be Big Bang, you’re not present in the stocked at Big Bang, partially attributed to Slovenian market – the chain has a then you’re not disproportionate pricing, which market share of 50 per cent,” says “ deters gamers from investing in Tomislav Jankovic, owner of SCEE’s present in the genuine retail stock. Slovenian sales and marketing Slovenian market. “The biggest challenge here is partner Ars Venatas. price,” adds Videotop director “Slovenia is currently a very rough Tomislav Jankovic, Ars Venatas Nebojsa Jankovic. environment due to the ongoing “Some of the publishers don’t heavy recession, and this is likely to understand how important retail be continued through 2013 as well.” prices are. High retail prices reflect in In addition to local retailers, the sales, especially on console titles. Slovenians often import hardware THE FACTS “If you are a distributor, you and software from surrounding Population: 2,055,496 need to build strong relationships European nations – something that Currency: Euro with local retailers. You also need has taken its toll on the High Street. GDP (per capita): $22,461 to invest heavily in activities, be The most popular platforms in Capital City: Ljubljana very active and offer strong Slovenia are PC and PS3. Previously Languages: Solvene marketing support.”

48 Around the World www.mcvuk.com +44 (0)203 137 3781 INTERNATIONAL FACTFILE [email protected]

South Africa

KEY RETAILERS BT Games, Musica, C.N.A., Takealot, Kalahari

MAIN DISTRIBUTORS Core Gaming Systems, Nu Metro Interactive, Sterkenikor

TOP DEVELOPERS I-Imagine Interactive, Luma Arcade

PUBLISHERS WITH A LOCAL OFFICE Airgames, Electronic Arts, THE FACTS Microsoft, Sony Computer Population: 48,810,427 Entertainment Currency: Rand GDP (Per Capita): $8,066 Capital City: Pretoria (executive), Bloemfontein (judicial), Cape Town (legislative) Languages: Afrikaans, English, Ndebele, Northern Sotho, Sotho, Tswana, Tsonga, Venda, Xhosa, Zulu

ABOUT THE MARKET

SOUTH AFRICA is home to a games specialist retailer with little to no market that is growing steadily, presence from international chains. predominantly driven by ‘core’ titles. Games retail is instead driven by The Top 20 is regularly dominated shopping malls. The six largest chains by safe, big name titles, with social 60 per cent of all in the country evenly share around and kids games generally appearing games are less than 70 per cent of the software market. further down the charts. The online sector also grew, largely “South Africa remains a ‘gamer’s “€19. With smart thanks to low prices on the big name market’ and despite reasonable pricing, any game can releases. The three biggest online success of Kinect and PS Move, it retailers – BT Games, Kalahari and has not yet started to open up to a be a hit. Takealot – hold two to three per significantly broader audience,” says Chris Stanton-Jones, Catapult cent of the market. Catapult Business Solutions The market has become founder Chris Stanton-Jones. increasingly price sensitive as a The traditional boxed PC market result of both the recession and a continues to perform well thanks to surge of lower income consumers. a lack of downloads and the slow “Almost one-in-three games are console transition to PS3 and 360. less than 100R (€9) and almost 60 The older consoles still show clear per cent of all games are under 200R signs of life, despite declines in their (€19). With smart pricing, any game software sales. PSP and PS2 shared can be a hit,” says Stanton-Jones. around a third of all software sales Gamers are being careful with last year, with the PS2 established what they buy, so catalogue sales as the best selling console of 2011. are rivalling new releases. Many of But despite the strong sales of the biggest titles only leave the global blockbusters, there remains a shelves in pre-owned form or after lack of external interest in the South price cuts implemented long after African market. BT Games is the only they are released. www.mcvuk.com Around the World 49 INTERNATIONAL FACTFILE In association with

Wholesaler and distributor of video games, consoles and accessories Spain

KEY RETAILERS Auchan, Amazon, Carrefour, El Corte Ingles, Fnac, GameStop, GAME, Hipercor, Media Markt, Toys ‘R’ Us, Worten

BEST DISTRIBUTORS Digital Bros, Koch Media, Namco Bandai Partners, Nobilis

TOP DEVELOPERS Abylight, Akaoni Studios, Black Fire Games, Digital Legends, Enigma Software, Enjoy Up, Gammick Entertainment, Gextech, Legend Studio, Novarama, Over the Top, Plunge Interactive, Pyro Studios, Tonika Games, Virtual Toys

PUBLISHERS IN THE REGION Activision, EA, Konami, Microsoft, THE FACTS Nintendo, Sega, Sony, THQ, Ubisoft Population: 46,030,109 Currency: Euro GDP (Per Capita): $33,298 Capital City: Madrid Language: Spanish

ABOUT THE MARKET

ALMOST a quarter of Spanish adults games market has remained stable – 72.9m – play video games in 2011 compared to 2010,” says regularly, making Spain the fourth Sony Computer Entertainment’s biggest games market in Europe. The number of Alvaro Escorial. That’s according to research consumers in Spain is GAME had the largest presence published late last year by Spain’s growing. Video games with over 200 stores. After GAME games trade body aDeSe. “ enterted administration, the Spain 2010 sales topped €1.25m, down are becoming more and Portugal stores were acquired 5.9 per cent when compared with by Cherrilux Investments, a the year prior. important as a company set up by OpCapita. But Marta Frau, account cultural industry. Other leading players include executive at spanish PR agency Carrefour and GameStop, each with Marta Frau, Evercom Evercom says this dip is nothing to over 100 stores across Spain. worry about: “Spain is one of the Towards the end of 2011, most markets in which the number of game sales were being taken by the consumers is still growing. six biggest retailers. In descending “We expect that the decline is order, these were GAME, El Corte temporary. Video games are Ingles, Media Markt, Carrefour, Fnac becoming more important as a and GameStop. cultural industry.” Catapult Business Solutions’ Chris Official 2011 data is still being Stanton-Jones adds: “As a result of calculated but local firms report a the increasing concentration of relatively flat year. business into the Top Six, it is more “Despite the difficult economic important than ever to have effective situation and the decrease of the key account management and household consumption, the video communication with these retailers.”

50 Around the World www.mcvuk.com +44 (0)203 137 3781 INTERNATIONAL FACTFILE [email protected]

Sweden

KEY RETAILERS CDON.com, El-giganten, GameStop, GAME, MediaMarkt, Webhallen

BEST DISTRIBUTORS Bergsala, Captech, Game Outlet, Namco Bandai, Nordic Game Supply, Nordic Games, PAN Vision, Wendros, Ztorm (digital)

PUBLISHERS IN THE REGION Activision Blizzard, Electronic Arts, Microsoft, Namco Bandai, Paradox, Ubisoft, Warner Bros

TOP DEVELOPERS Arrowhead, Avalanche Studios, EA DICE, Fatshark, Mojang Productions, Paradox Studios, Starbreeze, Ubisoft Massive THE FACTS Population: 9,415,295 Currency: Swedish Krona GDP (Per Capita): $47,934 Capital City: Stockholm Language: Swedish

ABOUT THE MARKET

SWEDEN has the largest games Publishers launching their games market in the Nordic region, and as in the region can be assured of a result a strong presence from the reasonably healthy sales, thanks to world’s biggest games companies. Firms use Sweden as a robust retail landscape. It also has an impressive a base to manage “The Swedish market is fairly development community, home to the Nordic region, consolidated so the number of the likes of Battlefield studio EA “ retailers needed is fairly few to get a DICE, Just Cause creators but it is not a strong retail penetration but the Avalanche Studios and The homogenous market. competition is very tough,” said Darkness dev Starbreeze. Game Outlet CEO Mikal Brodén. But local firms warn that while Maeva Sponbergs, Ztorm “El-giganten and MediaMarkt are Sweden serves as an effective entry the mass-market leaders with very point, it is not necessarily the key to aggressive pricing on key releases.” unlocking the Nordic region. Localisation is also less of an issue Ztorm’s head of operations Maeva than it is in other European markets. Sponbergs adds: “Many companies Said Sponbergs: “Swedish citizens come to Sweden looking for a base in general have a very good spoken to manage the Nordic market. and written English comprehension. Although the Nordic region counts However, when releasing children’s as a single territory, it is not a titles it is proven that localisation is homogenous market. the key to success.” “Each of the four countries needs a specific focus, plan and execution. MCV Nordic, a trade site dedicated And while Sweden is an excellent to the region’s games industry, was base of operations, all countries launched earlier this year. You can need to be taken into consideration find more information about to build a strong business.” Sweden at MCVNordic.com www.mcvuk.com Around the World 51 INTERNATIONAL FACTFILE In association with

Wholesaler and distributor of video games, consoles and accessories

COMIC CAPERS Swiss trade body SIEA has come up with a novel way to educate Switzerland parents about video games and the potential dangers around them. 12-part online comic The Pixel Family shows an ordinary RETAILERS AND DISTRIBUTORS family as they go about their daily GameStop, Koch Media, Lazerzone, lives. It is then followed by Manor, Misso, Softridge, Waldmeier warnings about age ratings, why parents should limit how long DEVELOPERS kids spend playing games and Bitforge, Funcom, Gbanga, GIANTS why it’s probably best to keep Software, Karios Games, Nothing consoles out of young children’s bedrooms. Your turn, UKIE. PUBLISHERS WITH A LOCAL OFFICE Deep Silver, Microsoft, Sony, Ubisoft

THE FACTS Population: 8,000,000 Currency: Swiss franc GDP (per capita): $81,160 Capital City: Bern Languages: German, French, Italian, Romansh

ABOUT THE MARKET THE SWISS market is one that has games are more popular in remained relatively stable despite the Switzerland than they are here. economic pressures Europe faces. Interestingly, Nintendo has a In 2011, the combined unit sales stronger presence in Switzerland’s for both software and hardware charts. While the platform holder’s remained flat compared to the year highest position in the UK’s Top 50 before, down by only one per cent 2011 was No.24 with Wii, and still at over 4m units. However, the weakening Euro and lower average prices caused revenues to decline by 14 per cent year-on- year, down to 296m francs. Software and As with the UK market, a strong hardware sales fourth quarter made up for losses in remained relatively the first three, particularly in the “ home console space. flat in 2011, still at Consoles and handhelds make up over 4m units sold. the bulk of both hardware and software sales, with 2.9m titles and 386,000 devices sold in 2011. PC in the Swiss rankings The Legend of software sold barely a quarter of the Zelda: Skyward Sword came tenth, number of console games at just followed by 3DS title shy of 700,000 units. 3D Land at No.11. In terms of what games are The local games industry is selling, Swiss tastes are very similar represented by the Swiss Interactive to those of the UK, with Call of Entertainment Association (SIEA), Duty, Battlefield and FIFA making which has come up with some up the Top Three in the best-selling interesting ways to promote video games of 2011. However, NHL games (see ‘Comic Capers’ ).

52 Around the World www.mcvuk.com +44 (0)203 137 3781 INTERNATIONAL FACTFILE [email protected]

Thailand

KEY RETAILERS AND DISTRIBUTORS Active Boeki, Appsoft, CDGamer, Item Gameshop, Maxsoft, Nadz, New Era Media Interactive, Play Inter, Sicom, Super-rich, Video Ezy, Zest

TOP DEVELOPERS AIM Advance, Big Bug Studio, Corecell Technology, DeBuz, Extend Interactive, Game Square, Novaleaf, PicSoft, Pigcanfly, Sanuk Games, Studio Hive, UFO Thailand, ViquaSoft

PUBLISHERS WITH A LOCAL OFFICE AsiaSoft, Activision, Ini3, Microsoft, NC True, Sony

ABOUT THE MARKET

THAILAND is a market dominated popularity of online games – it is by online gaming, reportedly worth the only way for games firms to 2bn baht [£41.1m] per year. stay profitable. MMOs from publishers such as “Piracy is rampant,” explained AsiaSoft and NC True (a partnership Chanon Sajjamanochai, managing between NCsoft and communication director of Thai studio Viqua Games. conglomerate True Corporation) are Retailers here don’t “Console and PC triple-A games the most played titles in the region. understand English, are popular, but that’s because you This is partly thanks to Thailand’s so you need to can buy pirated copies for 100 to solid broadband infrastructure. “ 200 baht [£2 to £4]. Consumers either play these titles communicate in Thai “For developers, this level of on home computers or at internet Noppon Wannapensakun, Corecell piracy means you can’t hope to gaming cafés. Such establishments make money on game licence often have popular titles like sales in the local market. All Ragnarok Online and Lineage II studios who survive either target installed and ready to play. the global market, do online games Sanuk Games MD Yan Marchal or work for hire.” adds: “People don’t have credit Noppon Wannapensakun from cards here, so other payment THE FACTS developer Corecell warns that: “To channels must be used: mobile Population: 66,720,153 make your business a success here, payment, prepaid cards bought in Currency: $5,394 you need a local partner who stores, and so on.” GDP (per capita): Baht understands the market. Retailers And it’s not just consumer Capital City: Thai here can’t understand English so demand that is driving the Languages: Bangkok you need to communicate in Thai.”

www.mcvuk.com Around the World 53 INTERNATIONAL FACTFILE In association with

Wholesaler and distributor of video games, consoles and accessories Turkey

KEY RETAILERS Bimeks, Carréfour, Darty, D and R, Electro World, Media Markt, Teknosa, Sony Centres

MAIN DISTRIBUTORS Aral, Tiglon

TOP DEVELOPERS 2Gen, Ark Game Studios, Ceidot Game Studios, Insofer, Kukla Interactive, MagiClick Games, OyunStüdyosu, Peak Games, Pixofun, Sobee Studios, TaleWorlds

PUBLISHERS IN THE REGION Sony, Ubisoft THE FACTS Population: 74,724,269 Currency: Turkish Lira GDP (Per Capita): $10,522 Capital City: Languages: Turkish

ABOUT THE MARKET

TURKEY is one of the world’s standards, a growing mall culture fastest-growing video games and the activities of Western markets. According to a Business retailers such as Media Markt.” Monitor International report, the However, retailers face a number nation’s consumer electronics sector The retail of challenges that make it a little – which includes gaming, mobile and environment in tougher to retain loyal customers. computing devices – is expected to High import duties force chains to be worth $9.2bn in 2012. “Turkey has improved raise their prices in order to maintain There is strong demand for the considerably with a profitability. Given the nation’s newest releases in the region among relatively low income levels, this core gamers although the industry growing mall culture means consumers turn to grey has yet to reach the mass market. and the activities of importing or even piracy. This userbase is serviced by a Games publishers have a limited rapidly developing retail landscape, Western retailers presence in the region – although in which familiar European retailers such as Media Markt. Ubisoft and Sony have local offices, have set up shop. the latter as Sony Electronics. Chris Stanton-Jones, Catapult “There is consistent growth and The development scene is development in the market, healthy, but relatively low profile, particularly from PS3 software,” with most studios focusing on says Catapult Business Solutions mobile, Facebook and browser founder Chris Stanton-Jones. games. One of the most notable “The longer term prospects are developers is Peak Games, which substantial as this large and youthful raised $5m last year to make social population becomes wealthier and games for emerging markets. the industry expand to new audiences. Some studios have found unique “The retail environment is avenues into the market. MagiClick improving considerably with further develops online ‘advergames’ for impetus triggered by rising living companies such as Domino’s Pizza.

54 Around the World www.mcvuk.com +44 (0)203 137 3781 INTERNATIONAL FACTFILE [email protected]

Ukraine

KEY RETAILERS AND WHOLESALERS Comfy, Eldorado, Foxtrot, Moyo, Protoria, Rozetka

MAIN DISTRIBUTORS Longstein, 1C-Softclub, Noviy Disk

TOP DEVELOPERS , Best Way, GSC Game World

PUBLISHERS WITH A LOCAL OFFICE Sony, Ubisoft, Disney, Namco Bandai

THE FACTS

Population: 45,888,000 Currency: Hryvnia GDP (per capita): $3,621 Capital City: Kiev Languages: Ukrainian

ABOUT THE MARKET

UKRAINE has a lot more to offer Several household names such as than the disappointment of Euro Sony, Ubisoft, Disney and Namco 2012 (for England, at least). Bandai all operate from their own The Eastern European nation is local offices within Ukraine. home to a games industry with a As the average salary Microsoft and Nintendo do not steadily growing market – have a local presence due to the particularly on consoles. in Ukraine is rather high piracy rates on their consoles – “The console games market has estimated to be at 80 to 90 per been rapidly growing over the last “low, the market is cent for Xbox 360 and as high as 99 two years,” said Oleg Pakhotov, very price sensitive per cent for Wii and 3DS. purchasing manager at local That’s not to say Sony is distributor Longstein. when it comes to unaffected. Pakhotov claims that 99 “This growth is expected to new products. per cent of PS2 games are pirated, continue in 2012 and 2013.” with up to 70 per cent on PSP and Sales are primarily driven by Oleg Pakhotov, Longstein 25 per cent on PS3. electronics chains – accounting for This is not helped by Ukraine’s roughly 35 per cent of the games economic problems. market – due to the lack of “As the average salary in Ukraine specialised gaming retailers. is rather low – $350 to $450 per “The biggest specialists we have month – the market is very price are chains of three to six stores sensitive when it comes to new located in some regions of Ukraine,” products,” says Pakhotov. said Pakhotov. “This is why PS Vita is not very By comparison, leading retailers popular now.” Foxtrot, Eldorado and Comfy have However, there is hope for Xbox 190, 82 and 78 store respectively. 360. Both Longstein and rival Online games stores have a distributor 1C-Softclub have begun presence but have less share of the selling Xbox 360 software now that market than these chains, accounting Kinect has become more popular in for 20 per cent of video games sales. the region. www.mcvuk.com Around the World 55 INTERNATIONAL FACTFILE In association with

Wholesaler and distributor of video games, consoles and accessories USA

KEY RETAILERS AND DISTRIBUTORS: Best Buy, EB Games, E One, Future Shop, Gamers, GameStop, GameWorld, Importel, Just4Games, Koch Media, MCD Video Games, Microplay, Play N Trade, Target, US Games Distribution, Vidéoglobe, Walmart

TOP DEVELOPERS: , , Bioware, Studios, , Crystal Dynamics, Productions, Epic Games, , Insomniac Games, , , , Rockstar San THE FACTS Diego, Population: 314,648,000 Currency: United States dollar GDP (per capita): $48,386 Capital City: D.C Languages: English

ABOUT THE MARKET THE UNITED States of America is “Consumers have been acquiring one of the biggest markets when it their console and software from comes to games. bricks-and-mortar outlets,” says The market is similar to the UK, Geoff Mulligan, CEO of Deep with Call of Duty being a popular Silver US. title amongst gamers and Madden “Not only is that now rapidly being as popular in the US as FIFA changing – and giving retail serious is in Britain. Retail is now rapidly pause in terms of how to replace In a good month, retailers can take this lost revenue – but the newest in over $1bn across both software changing and the generation of gamers are growing and hardware sales. Sales potential “newest generation of up using a mobile or portable device can double in November, one of the gamers are growing for their entertainment needs.” busiest times for game releases. NPD results showed that there The US is currently seeing a drop up using a mobile or was a five per cent drop in the in software, hardware and accessory portable device number of American gamers from sales. In September it suffered a last year, which results to about 12 decline of 24 per cent compared to for their million fewer players. last year’s $848.3m. entertainment needs. There was an increase of 22 per It’s not all doom and gloom cent of mobile and nine per cent on though. In September, Texas-based Geoff Mulligan, Deep Silver digital gamers, who acquired games developer Gearbox shipped 1.48m through free and paid downloads. copies of 2, selling 234 “The best advice I could give per cent more than its predecessor. would be to take a long and serious Digital sales in America have look at your long term product also increased in popularity with strategy, how you will address the nearly half of the $3.5bn spent on ever-growing digital marketplace video games in Q1 2012 going and what you can do to make your towards downloads, subscriptions title unique within that space,” and . concluded Mulligan.

56 Around the World www.mcvuk.com

AROUND THE WORLD 2013: MCV will continue to explore the latest changes in international markets every week

JANUARY MAY SEPTEMBER January 4th: India May 3rd: Luxemborg September 6th: Turkey January 11th: Norway May 10th: Cyprus September 13th: Israel January 18th: Czech May 17th: Hong Kong September 20th: South Africa January 25th: Greece May 24th: Estonia September 27th: Russia May 31st: Denmark FEBRUARY OCTOBER February 1st: Hungary JUNE October 4th: Belgium February 8th: Ireland June 7th: Japan October 11th: South Korea February 15th: Canada June 14th: Serbia October 18th: Austria February 22nd: Egypt June 21st: France October 25th: Thailand June 28th: Australia MARCH NOVEMBER March 1st: UAE JULY November 1st: Finland March 8th: Iran July 5th: Singapore November 8th: Poland March 15th: Portugal July 12th: Netherlands November 15th: Slovenia March 22nd: Romania July 19th: China November 22nd: Ukraine March 29th: Spain July 26th: New Zealand November 29th: Slovakia

APRIL AUGUST DECEMBER April 5th: Sweden August 2nd: Italy December 6th: Brazil April 12th: Iceland August 9th: Philippines December 13th: Belarus April 19th: Indonesia August 16th: Mexico December 20th: Saudi Arabia April 26th: USA August 23rd: Switzerland August 30th: Germany

To contribute or suggest another region please contact [email protected]

WORLDWIDE

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