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Poland
MCV looks at the Polish games market and how free-to- play consumers are keeping PC gaming on top
INTERNATIONAL FACTFILE
THE FACTS Population: 38,544,513 Currency: Złoty GDP (Per Capita): $13,334 Capital City: Warsaw Language: Polish
KEY RETAILERS
Empik,
Gram.pl, Gry Online, Media Markt, Toys R Us, Ultima
MAIN DISTRIBUTORS CD Projekt, Cenega, Galapagos, LEM
TOP DEVELOPERS CD Projekt, Exor Studios, Frontline Studios, Infinite Dreams, People Can Fly (Epic Games), Red Dot Games, Techland, TopWare Interactive
ABOUT THE MARKET
POLAND isn’t the first name that springs to mind when you think of the most influential games markets, but it’s certainly one on the rise. The country’s market has enjoyed impressive growth throughout the past few years. A 2012 report by PricewaterhouseCoopers valued the Polish games market at between $350m (£220m) and $450m (£283m). Poland is a region dominated by PC gaming, however the Xbox and PS3 are becoming increasingly popular amongst consumers as 43 per cent play the consoles. Console revenue remains high too, accounting for 25 per cent of the market’s total value.
Nevertheless, the figure still ranks last in terms of popularity, outstripped by online and mobile games. One reason for this is the lack of gaming cafes, which have
www.mcvuk.com
become popular in Asian and emerging European markets, offering consumers a cheap way of playing console titles.
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Both retail and digital distribution remain fairly even in the country, with 60 per cent of this PC revenue generated by boxed sales compared to 40 per cent by downloads.
PC gaming remains king in Poland with an annual revenue of £75m spent on the platform’s titles.
Smartphones are viewed as a sign of status within Poland, more so than home consoles, with an estimated 7.8m mobile gamers. But it’s PC gaming that remains king in Poland with an annual revenue of $120m (£75m) spent on the platform’s titles.
MMO and free-to-play games are also huge in this territory. NewZoo estimates there are just under 11.8m active gamers within Poland and 5.5m of these regularly play MMO titles. Many of these continue to favour free-to-play titles as 96 per cent opt to play free games over just 16 per cent who regularly play subscription- based titles.
One of the most popular PC products within Poland is free-to- play title World of Tanks. Developer Wargaming says that Poland’s capital Warsaw is home to the highest density of players of the game in the world.
Around the World 41
PUBLISHERS IN THE REGION City Interactive, Codemasters, Electronic Arts, Microsoft, Nintendo, Sony Computer Entertainment Polska, Ubisoft
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