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Slovakia
MCV looks at the games market in Slovakia and how grey importing remains a key issue
INTERNATIONAL FACTFILE
THE FACTS Population: 5,410,836 Currency: Euro GDP (Per Capita): $16,726 Capital City: Bratislava Language: Slovak
KEY RETAILERS AND DISTRIBUTORS Brloh, Cenega, Datart, eD System, Elektro World, Enter Computer, Express Stores (GameExpres), Game-shop, Hrac, Kon Tiki, Tesco
ABOUT THE MARKET
DESPITE being one of Europe’s smaller countries, Slovakia has a viable games market compared to its larger neighbours such as the Czech Republic. There’s a healthy demand for video games amongst Slovakian consumers as total hardware and software sales within the country were last reported to be in excess of €17m (£14m) in 2010.
In fact, the growing popularity of gaming within Slovakia has led to the launch of a dedicated gaming network Ginx TV. Following launches in Poland, Romania and Croatia, the network signed a deal with Slovak Telekom to be aired within the country. “Video gaming is a fully fledged mainstream activity in our region and we are convinced that Ginx will find a broad and loyal audience,” said Peter Terpák, director of product and segment marketing, Slovak Telekom. Ginx CEO Michiel Bakker, added:
www.mcvuk.com
“We are very excited to be making our first step into the Slovak market, and with one of the key platforms there.”
Slovakia lacks a rating system like PEGI –distributors must give games ratings themselves.
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Slovakia remains quite varied, with consumers opting to shop at both independent and international retailers. Some of these chains include UK brands such as supermarket giant Tesco and the Dixons Retail-owned Elektro World. Given its size, the majority of
The retail landscape within
Slovakian retailers are supplied by firms from neighboring Czech Republic. However, there are a number of Slovakian distributors, which maintain a presence within the country’s games market. Kon Tiki is the nation’s largest distributor and handles products for some of the biggest publishers, including Activision and Ubisoft. One issue within the Slovakian games market is the absence of a rating system such as PEGI. Instead, the law dictates that distributors must label products with
appropriate age ratings themselves. Another issue rampant within the country is the practice of grey importing. The issue has become more prominent since the country joined the Euro and is affecting the nation’s games market as retailers continue to directly import games and associated items from abroad.
Around the World 49
TOP DEVELOPERS 3D People, Cauldron, Cypron Studios, InLogic Software
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