INTERNATIONAL FACTFILE Ireland
MCVfinds out why Britain’s neighbour is one of the most competitive games retail markets in the world
In association with Wholesaler and distributor of video games, consoles and accessories
THE FACTS Population: 4,588,252 Currency: Euro GDP (Per Capita): $47,513 Capital City: Dublin Languages: Irish, English
KEY RETAILERS GameStop, Xtra-Vision, Smyths Toys, Tesco, Argos, Harvey Norman, Gameclick/Gamesnash
MAIN DISTRIBUTORS MSE Group, Baumex
PUBLISHERS WITH A LOCAL OFFICE Affinity Tech, BatCat Games, CanDo Interactive, Darkwater Studios, DemonWare, EA BioWare, Eirplay Games, Eyesodic Game Studios, Nevermind Games, Open Emotion Studios, Pufferfish, Redwind Software, Riot Games, Tribal City Interactive, Wee Man Studios
ABOUT THE MARKET
STORE closures from GAME and HMV were felt to varying degrees throughout the UK market, but in Ireland the loss of these retailers has had less of an impact. That’s because there is still a massive range of games stores in the region, led by GameStop, Smyths Toys and local firm Xtra-Vision, who described Ireland as “the most competitive market in the world”. “We have over 500 store fronts retailing games to some degree, which per head of population that’s the equivalent to 6,000 store fronts in the UK,” says Xtra-vision commercial director John Dennehy. “There’s also a lack of overall
marketing support on above-the- line activity in the territory from the majority of hardware and software publishers. They are just not spending the appropriate shares in this market, and some are not spending at all. “They’re ignoring how profitable Ireland can be. It can account for
28 Around the World
eight to ten per cent of UK sellthrough across both hardware and software – if they use appropriate levels of marketing support.”
Publishers are ignoring how profitable Ireland can be.
“ John Dennehy, Xtra-vision
And, of course, smartphones and tablets continue to distract gamers from traditional consoles, as do free-to-play games online. “The biggest changes to our
market this year have been the continuing rise of digital distribution and its knock-on effects,” says retailer Gamesnash’s Jo Forde. “We’re waiting to see if HMV remains closed in the long-term. HMV engaged in very heavy price- cutting within the games sector, which was partly done in my opinion to maintain market share lost to digital distribution. “We’re confident that without this pressure to retail at unsustainable price points that the retail market here in particular will see a return to sustainable pricing and margins in 2013.”
www.mcvuk.com
TOP DEVELOPERS Microsoft, Sony, EA
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