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Mexico
MCV discovers why the biggest games publishers are flocking to this emerging market
INTERNATIONAL FACTFILE
THE FACTS Population: 117,409,830 Currency: Peso GDP (Per Capita): $10,247 Capital City: Mexico City Language: Mexican
KEY RETAILERS AND DISTRIBUTORS
Blockbuster Mexico/Game Rush, Camelot Games, Coppel, Games Planet, Gamer’s Paradise, JJGames, JVL, Mixup, Sanbourns
ABOUT THE MARKET
MEXICO is one of the world’s largest economies and is the biggest games market in Latin America. In 2012 the revenue of Mexico’s games market was over $1 billion (£644m), according to market research firm Newzoo. The country’s population of over 117 million people includes over 16m active gamers with 57 per cent of these players are willing to spend money on new titles rather than turn to free-to-play options. This vast player base, along with the country’s free trade agreements with nations housing major games publishers, are all factors playing their part in boosting the retail games market in Mexico. One of Mexico’s leading retailers Gamer’s Paradise claims the games industry was valued at 15bn pesos (£764m) in 2011, making it more valuable than both the film and music industries combined.
www.mcvuk.com
In 2012 the revenue of Mexico’s games market was over $1 billion (£644m).
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But this figure is outmuscled by the value of the country’s combined PC markets. Boxed games on the platform stand at £139m, whilst the country’s digital and MMO games markets are valued at £99m and £77m respectively.
While that suggests decline when compared to Newzoo’s 2012 figues, the games market has doubled its value over the last four years, up from 7.5bn pesos (£381m) in 2007. The majority of consumer spend goes towards the console market, which generates over £293m.
Despite this demand for console gaming, Mexican gamers continue to play titles on a variety of devices. Newzoo identifies that 30 per cent of gamers within the country actively play their titles across consoles, PC (download and boxed), mobile and social networking platforms.
There are now over 56 games companies in Mexico with ten of these being international firms with an interest in its growing industry. These include some of the world’s biggest publishers such as Activision, EA, Microsoft and Sony. And there are more on the way,
like Square Enix, who recently established offices in Mexico to take advantage of the country’s emerging games market. “We have set up offices in Latin America and India as we see good potential in both markets,” reads a statement from the publisher.
Around the World 35
TOP DEVELOPERS Anemona Studio, Artefacto, D-Dub Software, DigitalMediaTV, Game Production Services, GranTiki Games, Larva Game Studios, Neggi Studio, Nimbly Games, Washawasha, Xibalba
PUBLISHERS WITH A LOCAL OFFICE
Activision, Electronic Arts, Microsoft, Sony, Square Enix, Ubisoft
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