30 MCV 06/08/10 TERRITORY REPORT: USA
physical retail and doesn’t factor in the growing digital markets. And pre-owned – an ever-increasing part of the business for retailer’s such as GameStop – is not included in these numbers either. US games veteran and COO of Deep Silver US, Geoff Mulligans, says social gaming also needs to be taken into account when evaluating the market: “Without a doubt one of the biggest changes in the US is the incredible growth of social gaming. Social networking has not only opened the games market to a vast new and ever wider demographic base, but has solidified the importance of being screen agnostic. This, coupled with the launch of Move and Kinect, bodes well for the 2010 Q4 sales period.”
ENTERING THE US
Although the US games market is down – at retail at least – the decline hasn’t been as steep as in other territories. And with strong sales of digital points cards, there appears to be plenty of opportunities for publishers in both the retail and digital channels.
In terms of retail, the big players to engage with are GameStop, Walmart,
Best Buy and Target, who account for more than 85 per cent of the retail games market. Meanwhile, key distributors include Jack of All Games, Solutions2Go and Kokem. There’s also a range of other ways to enter the US that doesn’t involve hiring a specialised sales team and opening a US office. There are several companies
that offer publishing services to European consumers, including the likes of Gator and Deep Silver.
“Since 2008, Deep Silver has had a fully integrated publishing arm in the US. We have our North American headquarters in the San Francisco Bay Area and our marketing and sales partners in Dallas, Texas,” concludes Mulligans
“As one of the very few European- based publishers operating on the ground in North America, Deep Silver’s integrated operations, from product submissions to sales, marketing and distribution, opens an affordable opportunity to other European publishers not willing to take the plunge directly into the market.”
US SOFTWARE, HARDWARE AND PERIPHERAL SALES (VALUE $)
1b 2b 3b 4b 5b 6b 7b 8b
0 $7.33b $6.66b
Jan-June 2009 Jan-June 2010
$3.80b $2.52b $2.11b $1.01b $1.04b $3.51b
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