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Austria
MCV looks at the Austrian games market and how local publishers are relying on foreign distributors to penetrate the market
INTERNATIONAL FACTFILE
THE FACTS Population: 8,466,000 Currency: Euro GDP (Per Capita): $47,083 Capital City: Vienna Language: German
KEY RETAILERS AND DISTRIBUTORS GameStop, Koch Media, MediaMarkt, Müller, PlayArt Multimedia, Saturn, Sony DADC, Stadlbauer, Video Game Store, Videogames Pilko, Videolife
TOP DEVELOPERS Bongfish, Broken Rules, Cliffhanger Productions, ContenTainer, JoWooD, Mi’pu’mi Games, Pro3 Games, Social Spiel, Sproing, Sunfox Games, Team Vienna, Xendex Games
ABOUT THE MARKET
AUSTRIA is treated by many as part of a larger European territory, including Germany and Switzerland. As a result, a large share of the country’s games come from these neighboring territories. A high number of German consumers turn to the Austrian market for their games as a result of the tight restrictions and censorship of games within Germany, restrictions which don’t exist within Austria.
The country’s leading distributors include Koch Media and Sony DADC, both of which are key players in the German market. These firms thrive on their exclusive partnerships with publishers and platforms within the region. An example of this is Stadlbauer, which handles all of Nintendo’s releases within Austria. Publishers within the region are increasingly turning to these established distributors in order to
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penetrate the Austrian games market with their products. Recent examples include UK-based Lace Mamba Global, which signed a deal with Koch to handle distribution of its products within the Austrian market.
German consumers turn to the Austrian market for their games as a result of the tight censorship of games in Germany.
The amount of local publishers within Austria has become sparse and very few firms continue to exist since homegrown publisher JoWooD Entertainment entered administration and was acquired by Nordic Games back in 2011. However, the JoWooD brand continues to exist in Austria and is used as a publishing label by Nordic within the country.
The retail landscape in Austria is much different to that seen across Europe, as the region’s dominant hypermarkets have little presence within the country. Instead, small specialists, independent retailers and global chains continue to thrive.
Around the World 5
PUBLISHERS WITH A LOCAL OFFICE Deep Silver, Microsoft, Nordic Games, Ubisoft
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