INTERNATIONAL FACTFILE Ukraine
MCV looks at the Ukrainian games market and how online gaming accounts for over half of its revenue
KEY RETAILERS AND WHOLESALERS
Comfy, Eldorado, Foxtrot, Moyo, Protoria, Rozetka
ABOUT THE MARKET THE Ukraine may pale in
comparison to its goliath neighbour Russia but it still has a steadily growing games market.
UPCOMING FACTFILES November 29th: Slovakia December 6th: Brazil December 13th: Belarus
To get involved with International Factfile, please contact
Greg.Lockley@intentmedia.co.uk
Ukrainian site IT Expert valued the country’s games market at €60m (£50m) in 2012, a figure that continues to grow as the amount spent by Ukrainian gamers rises by 25 per cent year-on-year. Much of this growth is attributed to the rise of online gaming within the country, as spending in the sector reached €30m (£25m) in 2012 – 50 per cent of the entire market. The number of online gamers within the country is also growing too with an estimated 2m online gamers in the nation today. Console gaming has experienced strong growth throughout the past two years. Sales of the machines have primarily been driven by the
MAIN DISTRIBUTORS Longstein, 1C-Softclub, Noviy Disk
TOP DEVELOPERS
4A Games, Best Way, GSC Game World
Sponsored by Wholesaler and distributor of video games, consoles and accessories
THE FACTS Population: 44,854,065 Currency: Ukrainian hryvnia GDP (Per Capita): $3,862 Capital City: Kiev Language: Ukrainian
PUBLISHERS WITH A LOCAL OFFICE
Sony, Ubisoft, Disney, Namco Bandai
Nintendo’s Wii and 3DS are the most pirated systems with rates estimated to exceed 99 per cent.
“ 56 November 22nd 2013
Elsewhere in the market, online sales remain strong but still fall behind traditional retailers, accounting for just 20 per cent of the nation’s total video games sales.
country’s electronics retailers, which account for around 35 per cent of all games sales within the Ukraine. The strength of these multiple retailers is due to the lack of specialist games outlets.
However, game sales within the Ukraine continue to suffer from the high rate of piracy. Many consumers aren’t willing to pay for their games as they are easily able to obtain them from file-sharing sites. Nintendo’s Wii and 3DS are some of the most pirated systems within the country with piracy rates estimated to exceed 99 per cent. Both the Xbox 360 and PS3 are affected too but less dramatically. As result, the majority of these firms including Nintendo and Microsoft do not have a local office based in the Ukraine. Ukraine’s games market remains highly sensitive to the entry of new products. With the average wage of the country around $400 (£249) per month, consumers have little disposable income to spend on the new machines and its games.
www.mcvuk.com
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