With a healthy retail sector, talented developers and leading publishers, France is one of Europe’s most profitable markets. James Batchelor finds out why local companies are looking forward to the next generation of consoles
FRANCE is one Europe’s biggest gaming markets, and one still dominated by boxed sales. NPD figures released earlier this year showed that French consumers purchase fewer downloadable games than neighbouring Germany. But local experts still encourage publishers to target all areas of the market. “Video games is one of the most important hobbies in France,” says GfK analyst Jean-François Boone. “French people spend 10 to 14 hours per week on video games so publishers should think about both digital and physical strategies to reach all these different consumers.” Most of these consumers are catered for by hypermarts, such as Carrefour and Fnac, which are the biggest forces in games retail. There
are also specialists with a strong presence, such as GameStop-owned Micromania, and plenty of online sales via leading players like Amazon.
French people spend 14 hours per week on games. Publishers must think about both
digital and physical. Jean-François Boone, GfK
Sales of hardware and software fell in 2011, thanks to the recession and the unnaturally long console cycle (see ‘France by numbers’ ).
Piracy hasn’t helped either, although the government is cracking down on IP theft. The nation operates a three-strikes law to deter illegal downloads – with file-sharers denied internet access after their third offence – and France outlawed the R4 piracy device for DS in October. Retailers also face problems with pricing and imports. “The French market is open to grey market, and the various price points in Europe makes it very difficult to control,” says Koch Media France MD Pierre Ortolan. “The French retail structure is not pro-active and creative enough, we are facing many challenges. The market is tough and its evolution uncertain, but there is still incredible potential for physical products.”
[FRANCE’S GOT TALENT]
France is home to highly creative firms ranging from publisher Ubisoft to acclaimed developers such as Quantic Dream, the studio behind Heavy Rain. This is due in no small part to the games tax breaks that were introduced in 2008. Recent reports claim that this grew the country’s development scene by 20 per cent in the following three years. France’s workforce is also still maintained by an education system that prepares students for careers in the industry. “Each year our schools provide a lot of talented young people specialised in game production,” said Jean-Claude Laure, delegate general at trade body SELL.