DISTRIBUTOR PROFILE: TRIPLEACODES
TRIPLEACODES
www.tripleacodes.com
Digital distributor TripleACodes offers its network of games across Europe. Dominic Sacco questions sales and business director Marcus Whitney about the firm’s plans
What services do you offer? We are a digital distributor for online games. We have a network of digital
channels across Europe. Most are gaming related but we can also distribute security products or anything online related. We also offer consultancy services for the European market, for example business set up and market expansion.
What are the biggest challenges facing your business? Lack of supply in the market. There are other triple-A titles with missed potential. We are working with publishers to increase priority to third party digital distribution. In retail you don’t just stick product in Tescos and be done with it. You open up all the retail channels to maximise your sales exposure. Online distribution is no different – the more channels you have, the more traffic and sales.
Do you think there will always be a space for boxed product? Certainly. It’s a matter of
differentiating product and making a reason for people to go to store for something physical. However there has to be a level playing field on price between the two. There cannot be large price differences for the same product. It’s also no use in protecting box against online. Focus should be
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on differentiating online and box so both are unique in their own right.
How has the market changed over the past 12 months?
There has been an increased demand for digital SKUs that are not available through retail. Unique weapons or other cosmetic in-game items have helped us differentiate and drive sales.
What are your key achievements from the past 12 months? We have increased our distribution network and have made progress outside of gaming into multimedia sites. These are also selling music downloads and more.
How do you feel about exclusive distribution deals?
Exclusivity for online business can be limiting for the consumer and rarely benefits the publisher long-term. We work non-exclusively with all partners and believe in fair competition.
How would you improve the distribution market? We would increase the availability of products for third party digital distribution. This would allow consumers to purchase games from their favourite sites by preferred payment methods in any country. This is going to become more important as there is not a ‘one fits all’ model for Europe.
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