FACTFILE ESTONIA Sponsored by Wholesaler and distributor of video games, consoles and accessories INTERNATIONAL FACTFILE: ESTONIA


Population: 1,315,819 Capital City: Tallinn Currency: Euro GDP (Per Capita): $20,179


KEY RETAILERS Euronics, Klick, Reeal, Microlink Computers, Anttila, Digital Trade


KEY DISTRIBUTORS PAN Vision AB, ICM, Egmont Estonia, ACC Distribution


TOP DEVELOPERS: Creative Mobile, Playtech, Test3 Projects, First Sight Games, Cellar Ghost


OTHER ORGANISATIONS: GameFounders, IGDA Estonia


MUCH like the UK, Estonia is seeing a rise in the number of consumers shopping online. According to analyst Eurostat, 29 per cent of Estonians aged between 16 and 74 shop online – almost three times less than the 82 per cent of British shoppers who do likewise. This is a huge increase since a decade ago, with the number of online shoppers having grown by over three times since 2005. However,


unlike the UK, Estonians looking to purchase games are left with very few options should they wish to purchase games in a dedicated retail outlet. Francesco Maisto, founder of 4444 developer Cellar Ghost, told MCV: “There’s definitely a lack of physical outlets in the country. “As far as I know, there’s only


one retail store solely dedicated to video games. Other video game-selling stores typically sell


July 18th 2014


board games and toys too, or are general electronics stores. “To buy new games I usually


order them second hand from Amazon.co.uk, where there’s a much broader variety than locally and affordable prices due to their ‘pre-loved’ nature. Shipping costs are quite reasonable so that isn’t a deterring factor.”


There’s only


one retail store solely dedicated


to video games in Estonia.


Francesco Maisto, Cellar Ghost


Maisto added his belief that Estonian consumers weren’t alone in their increasing preference for online retail. “I think the


focus on digital distribution is more of a general worldwide trend


rather than just an Estonian-only phenomenon,” he said, saying that the country’s late-blooming games industry was partly responsible for the tough market for stores. “Physical retail is generally meant


for triple-A games, and so far there isn’t any Estonian company big enough or with enough capital to embark in the development of a triple-A title,” he said.


32 www.mcvuk.com


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