Our weekly spotlight of the word’s hottest gaming markets
KEY RETAILERS Alza, Datart, GAME (JRC), Gamexpress, Tesco, X Zone
MAIN DISTRIBUTORS ABC Data, Comgad, Conquest, Cenega, Playman
TOP DEVELOPERS 2K Czech, 300 AD, Altar Games, Amanita Design, Black Element Software, Bohemia Interactive, Centauri Production, Disney Mobile, Future Games, Mindware Studios, Nostromo Wireless, Pterodon, Rake In Grass, SCS Software, Vatra Games
PUBLISHERS IN THE REGION
Electronic Arts, Microsoft, Sony
THE FACTS Population: 10,562,214 Currency: Czech koruna GDP (Per Capita): $20,444 Capital City: Prague Languages: Czech
ABOUT THE MARKET
THE CZECH Republic’s games market has seen consistent growth over the last few years, making it “one to watch” according to research firm Catapult Business Solutions. This is due in no small part to its solid retail sector, led by GAME, which remains the largest single retailer and dominant specialist chain in the region.
“The retail environment is modern, organised and mall-driven, although shops are generally quite small,” says Catapult founder Chris Stanton-Jones. “There is also a good choice of distributor options for third-party publishers, with Cenega being the largest software distributor.” As with the UK, pricing presents any amount of problems for both publishers and retailers. “Due to the great market tendencies of retail and consumers alike, it is important to constantly check that prices are competitive,” says Stanton-Jones. “Also, the price-sensitive nature of the market means that catalogue
48 May 18th 2012 “
The Czech Republic’s retail environment is modern, organized and mall-driven, although shops are
generally quite small. Chris Stanton-Jones, Catapult
promotions are highly effective and it is noticeable that PS3 Platinum titles and PSP Essentials titles perform particularly well.” Publishers must plan their releases to make the most of the market’s strengths. For example, PS3 and PC are the platforms that offer the best revenue opportunities and the most successful games are those aimed at a core audience. It’s also important to consider localisation carefully. Stanton-Jones advises that translating console titles is “probably only financially viable” for triple-A PS3 titles and localising big PC games “is essential”. On the development side of things, the Czech Republic is home to more than 22 studios, spread across console and PC development to mobile and browser. Notable companies include Mafia II creators 2K Czech and SCS Software, the team behind Excalibur publisher’s range of simulation titles such as UK Truck Simulatorand the 18 Wheels of Steel series.