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Estonia
MCV finds out why Estonia’s games market relies on exporting games and importing talent
INTERNATIONAL FACTFILE
THE FACTS Population: 1,286,540 Currency: Euro GDP (Per Capita): $16,319 Capital City: Tallinn Languages: Estonian
KEY RETAILERS Euronics, Gamelab, Gamestar Holding, Kaubamaja, Klick, Onoff, Pan Vision, Prisma, Progames, Selver, Stockmann, Raisoft, Gamepood, Asecom
ABOUT THE MARKET
THE BALTIC state of Estonia is a small market, but one that local firms maintain holds plenty of potential. “The Estonian market itself totals
1.6m inhabitants,” says Thomas Padovani, CEO at online advertising network Adcash.
“It’s obvious then that, market- wise, Estonia is not the first country that comes to mind when looking to release games. Still, Estonia is full of surprises and the situation can evolve very quickly, so it’s always a good idea to keep an eye on the Baltic countries.” The most likely sector to surprise other markets is Estonia’s software development scene. Padovani says there are roughly 20 companies working in this area, whose talents range from game development to importing and localising titles.
www.mcvuk.com
TOP DEVELOPERS
Candycane Apps, Creative Mobile, Mooncascade, Playtest, Ringtail Studios, Zeroturnaround, Playtech Estonia, Miniclip Eesti, iGame Estonia, Javelin
Game development requires higher human resources and capital, so developing games only for Estonia is not
“
economically stable. Thomas Padovani, Adcash
Many developers spend their time
on online casino-type games as these are easier to turn a profit from than traditional console video games. Padovani says: “Game
development requires higher human resources and capital, so developing games only for the Estonian market is not economically stable. The key lies in having enough qualified professionals and capital.” These qualified professionals are hard to come by so companies must look to other markets for new talent. “Many possible candidates in Estonia are still acquiring experience,” explains Padovani. “Until then, the managers are hired from abroad. The majority of IT experts prefer to remain specialists in their area, rather than move up to management level, due to poor motivational packages.
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