THE GAMES INDUSTRY IN SOUTHERN EUROPE SPAIN
ALMOST a quarter of Spanish adults – 72.9m – play video games regularly, making Spain the fourth biggest games market in Europe. That’s according to research published late last year by Spain’s games trade body aDeSe. Marta Frau, account executive at spanish PR agency Evercom says: “Spain is one of the markets in which the number of consumers is still growing. Video games are becoming more important as a cultural industry.” Sony Computer Entertainment’s Alvaro Escorial adds: “Despite the difficult economic situation and the decrease of the household consumption, the video games market has remained stable in 2011 compared to 2010.
Leading retailers include Carrefour and GameStop, each with over 100 stores across Spain.
“ PORTUGAL “ 28
BELIEVE it or not, Portugal is classed as an emerging market – but like neighbouring Spain, there is a healthy market for video games. “Portugal remains one of the largest software markets in the
Portugal is a key market for portable devices, which
represent 45 per cent
of total software sales. Chris Stanton-Jones, Catapult
emerging territories, comparable in size with Poland, about 15 per cent larger than South Africa and over double that of Greece,” says Catapult Business Solutions founder Chris Stanton-Jones.
August 3rd 2012
“It is worth publishers considering setting up local representation once the economical future of the country becomes more certain.” While the recession has taken its toll on Portugal, it’s nothing publishers can’t counter with a solid sales strategy. Focusing on the most popular formats and working closely with the hypermarkets can deliver success.
It’s also important to note the power of handhelds at retail. “Portugal is a key market for portable devices,” says Sony Computer Entertainment’s Alvaro Escorial. “Portable games represented 45 per cent of the total software sales in 2011 by volume. It’s also an opportunity for companies targeting families and children, especially on the PSP, which represents 75 per cent of the portable market.”
THE FACTS
In 2011, most game sales were being taken by the six biggest retailers. In descending order, these were GAME, El Corte Ingles, Media Markt, Carrefour, Fnac and GameStop.
It is more important than ever to
communicate with the leading retailers.
Chris Stanton-Jones, Catapult
Catapult Business Solutions founder Chris Stanton-Jones adds: “As a result of the increasing concentration of business into the Top Six, it is more important than ever to have effective key account management and communication with these retailers.”
Population: 46,030,109 Currency: Euro GDP (Per Capita): $33,298 Capital City: Madrid Languages: Spanish
KEY RETAILERS: Auchan, Amazon, Carrefour, El Corte
Ingles, Fnac, GameStop, GAME, Hipercor, Media Markt, Toys ‘R’ Us, Worten Pam
MAIN DISTRIBUTORS: Digital Bros, Koch Media, Namco Bandai Partners, Nobilis
THE FACTS
Population: 10,576,252 Currency: Euro GDP (Per Capita): $23,204 Capital City: Lisbon Languages: Portuguese
KEY RETAILERS: Auchan, Fnac, GAME, GameStop, Media Markt, Radio Popular, Sonae, Worten
MAIN DISTRIBUTORS: Ecofilmes, Infocapital, Koch Media, Namco Bandai
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