INTERNATIONAL FACTFILE Benelux Our weekly spotlight on the world’s hottest gaming markets
KEY RETAILERS AND WHOLESALERS
Bart Smit, BEMS,
Bol.com, Colruyt, DIES, Free Record Shop, Hermans, Horelec, Intertoys, Maverdo/Dreamland, Maxi Toys, Micromedia, MMS, PB Projects, Strengholt, Supra Center, Toy Champ, VSN
BEST DISTRIBUTORS CLD Distribution, Game World, Koch Media
TOP DEVELOPERS Cannibal Game Studios, Crazy Monkey Studios, Elements Interactive, Guerilla, Headcandy, Paladin Studios, Ronimo Games, Softkinetic Studios, Triumph Studios, Two Tribes, Vanguard Entertainment, Vertigo Games
PUBLISHERS WITH LOCAL OFFICE Codemasters, Electronic Arts, Microsoft, Mindscape, Nintendo, Sony, Spil Games, Take-Two, THQ, Ubisoft
THE FACTS
BELGIUM Population: 11,007,020 Currency: Euro GDP: $46,878 Capital City: Brussels Languages: Dutch, French, German
LUXEMBOURG Population: 511,840 Currency: Euro GDP:
Capital City: Luxembourg Language: Luxembourgish, French, German
THE NETHERLANDS Population: 16,847,007 Currency: Euro GDP: $50,355 Capital City: Amsterdam Language: Dutch
ABOUT THE MARKET
THE GAMES markets across the economic union of Benelux is becoming increasingly polarised, with a greater share of total sales taken by the biggest IPs such as Call of Dutyand FIFA.
This is partly due to the fact that the majority of games sales are taken through non-specialist retailers. According to a market report by Dutch entertainment trade association NVPI, toy retailers account for 70 per cent of games sales. A further 24 per cent are taken by electronics shops. That’s not to say it’s impossible for anything but a blockbuster to become a hit in the region. Dead Island, published by Deep Silver has sold more than 50,000 copies across the three territories to date and continues to sell well thanks to a price cut. It all comes down to strong ties with local distributors. “Any games company looking to enter the Benelux market is well- advised to talk to independent main distributors such as Koch Media,”
54 June 22nd 2012 “
Console games still make up the majority of sales. In 2010, 7.1m console games were sold –more than triple the 2.2m sales of PC titles.
says the firm’s Nordic general manager Hans Lange. “A main distributor is a one-stop shop giving full market access to the Benelux and a relatively easy way to enter the Benelux and obtain full market exposure. They also offer an array of services including marketing, PR, market data, administration and credit control.” Both sales and revenues have been falling in Benelux. Much like other markets, sales peaked in 2008 and have been diminishing since. Part of this is attributable to the rise of social and mobile gaming. In 2010, PC and console software sales accounted for 64 per cent of the market, according NVPI research. By 2013, the trade association expects this to shrink to 59 per cent. Console games still make up the majority of retail sales. In 2010, 7.1m console games were sold – more than triple the 2.2m sales for PC titles. However, the 7.1m did represent a
year-on-year decline of 10 per cent. A further decline is expected when NVPI’s 2011 report is released later this year.
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