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Greece
MCV finds out why retail consolidation and grey imports have made this Mediterranean market more price-sensitive
INTERNATIONAL FACTFILE
THE FACTS Population: 10,815,197 Currency: Euro GDP (Per Capita): $22,757 Capital City: Athens Languages: Greek
KEY RETAILERS
Media Markt, Public/Multirama, Plaisio, Germanos, Seven, Kotsovolos
MAIN DISTRIBUTORS Zegatron, CD Media, Namco Bandai Partners, IGE, Nortec, Enarxis, Beacon
ABOUT THE MARKET
THE GAMES market in Greece has closely mirrored the UK’s performance over the last few years, with a minor decline in 2011 but a much steeper drop in 2012, believed to be as much as 25 per cent.
More notably there has been considerable consolidation on the High Street, due in no small part to the ongoing effects of the recession. “The middle-tier and smaller retail outlets have ceased to exist. Sales have shifted back to the larger chains,” explains Spiros Giamas, CEO of distributor CD Media. “There may be a few more that might decide not to continue selling games, but the ones that have remained are quite robust financially so I see no issues there.” A number of retailers pulled out of Greece’s games market in 2012. Hypermart chain Carrefour sold its Greek operation to local firm Marinopoulos, which has ceased selling video games. Meanwhile
www.mcvuk.com
The middle-tier and smaller retail outlets have ceased to exist. Sales have shifted back to the larger chains.
“ Spiros Giamas, CD Media
MediaMarkt closed its Saturn stores and Multirama is being rebranded to match parent Public. Greece also has a large import scene, mostly from the UK, driven by lower prices – another factor making it a price-sensitive market. “Buyers have become extremely cautious in their purchases, even in triple-A titles for day one,” says Yannis Tsoumos, assistant GM at Nintendo distributor Nortec. “High-priced products have a harder time selling out than cheap software and bundles. In order to maintain a decent level in sales, prices will play a key role.”
Another Greek senior retail expert adds: “2013 will be a difficult year for the Greek market.
“It is believed the situation in Greece will improve due to the renewed strength of the new German government and its renewed impulse for reforms and solutions in the European Union.”
Around the World 21
TOP DEVELOPERS Total Eclipse, Aventurine, Eyelead, Games2Gaze, JustAGame, Sidebar, Flipped Horizons
PUBLISHERS WITH A LOCAL OFFICE
Namco Bandai, Sony, Microsoft
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