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Hungary
This small European nation is a great market for PC titles, Kinect and English language games. MCV finds out more
INTERNATIONAL FACTFILE
THE FACTS Population: 9,942,000 Currency: Forint GDP (Per Capita): $13,045 Capital City: Budapest Languages: Hungarian
KEY RETAILERS
576 KByte, CD Galaxis, BestByte, Media Markt, Tesco
MAIN DISTRIBUTORS
CNG.hu/Cenega Hungary, CTC Trading, Magnew, PlayON, Stadlbauer
ABOUT THE MARKET
HUNGARIAN games retailers face a series of challenges. High VAT rates mean many retailers turn to grey importing – something that further drives the price of legally distributed software, as does the nation’s rampant piracy. “Some publishers support the grey market and this shifts the console focus from big chains,” one distributor told us.
“Price is everything here, not marketing or PR.”
Hungary is small compared to some of its neighbouring European markets, with only 700,000 units of software sold per year, according to one local distributor.
Gamers are serviced by a handful of established chains and websites. Technology specialist BestByte, for example, continues to expand and opened several new stores in 2012. Xbox 360 is the lead home console in Hungary, oustelling PS3 by at least two to one, but PC is the
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Hungarian people mostly buy English version games. Györe Zoltán, CD Galaxis
“
dominant platform, driven in no small part by online gaming. Two thirds of households have an internet connection, and at last 20 per cent of the population have access to broadband.
This shows in the Hungarian sales charts. During Christmas week (December 24th to 30th), the Top 20 included Diablo III, Guild Wars 2, Euro Truck Simulator 2, WoW: Mists of Pandaria and WoW prepaid cards. Kinect is also popular. Dance Central 3, Nike+ Kinect Training, and Fable: The Journey were all in the Top 20 over Christmas. And few games are actually translated into Hungarian. “Hungarian people mostly buy English version games,” explains CD Galaxis boss Györe Zoltán. “It is often impossible to enter the market with German or any other language versions – except Hungarian, of course, but that is rare because of localisation costs.”
Around the World 23
PUBLISHERS WITH A LOCAL OFFICE Microsoft, Sony
TOP DEVELOPERS Black Hole Entertainment, Digital Reality, Invictus, Nemesys, Zen Studios
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