TERRITORY REPORT: NORDIC Nordic’s digital drive
Downloadable games are quickly outselling boxed products in the four Nordic regions. James Batchelor finds out what this means for publishers targeting this market
Tablets and smartphones are booming in the Nordic region, which is also home to Angry Birds Finnish creator Rovio
THE NORDIC region is comprised of four fast-growing markets, and is becoming an increasingly important territory for publishers. And like many games retail
markets around the world, the union of Norway, Sweden, Finland and Denmark faces the rise of download games – a challenge already taking its toll on the High Street. “The main challenge for the retail business is definitely digital
THE FACTS
SWEDEN Population: 9,415,295 Currency: Swedish Krona GDP (Per Capita): $47,934 Capital City: Stockholm Language: Swedish
DENMARK Population: 5,671,050 Currency: Danish Krone GDP (Per Capita): $60,961 Capital City: Copenhagen Language: Danish
www.mcvuk.com
FINLAND Population: 5,400,519 Currency: Euro GDP (Per Capita): $44,488 Capital City: Helsinki Language: Finnish
NORWAY Population: 4,995,800 Currency: Norwegian Krone GDP (Per Capita): $84,443 Capital City: Oslo Language: Norwegian (Nynorsk and Bokmål)
KEY RETAILERS Anttila, Bilka,
CDON.dk, Citymarket,
Coolshop.dk, Coop, Discshop, El-Giganten, Elkjöp, Expert, Fona, Føtex, GameStop, GAME, Gigantti, Hobby Hall, Kärkkäinen, Konsolinet, MediaMarkt, Musta Pörssi, My Game Store, Pelimies, Platekompaniet, Prisma, Puolenkuun Pelit, Sokos, Spaceworld, Stereo Studio, Stockmann, Tokmanni, Top Toy, VDP, Veikon Kone, Veljekset
“
Nordic core gamers are loyal, while many who just played Guitar Hero have consoles gathering dust.
Martin Sirc, Koch Media
distribution,” says Magdalena Jönsson, GfK’s project manager for Nordic game sales tracking. “The transfer of purchases from boxed games to digital has come further in the Nordic territory than in other European countries and shines through in decreasing boxed sales.” GfK data shows that total boxed sales across the four Nordic markets fell by five per cent in 2011, with the PC market suffering the
worst – dropping 16 per cent year- on-year.
Jönsson adds: “The Nordic countries have small populations but consumers are digitally savvy and love gaming. Make sure you have a strategy for DLC.” This impact on boxed product sales means the range of games that achieve success is narrowing, limited to mainstream blockbusters. “The market shrinks at physical
Keskinen,
Verkkokauppa.com, Viihdepysäkki, Webhallen.
BEST DISTRIBUTORS 3HD, ALSO, AMO, Bergsala, Captech, Elpa, Ess Engross, Game Outlet, Impulse, Koch Media, Nordisk Film, Nordic Game Supply, PAN Vision, Plan 1, Wendros.
March 16th 2012 37
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