INTERNATIONAL FACTFILE Australia Our new weekly spotlight of the world’s hottest games markets
KEY RETAILERS BigW, David Jones, Dick Smith Electronics, EB Games, GAME, Game Traders, Harvey Norman, JB HiFi, KMart, Myer, Target, The Good Guys, Toys R Us, WOW Sight & Sound
BEST DISTRIBUTORS AFA Interactive, All Interactive, HES, Mindscape, Namco Bandai Partners, QV Software, Tuff Kat
PUBLISHERS IN THE REGION Activision Blizzard, Disney Interactive Studios, Electronic Arts, Konami Oceania, Microsoft, Nintendo, Sega, Sony Computer Entertainment Australia, Take 2, THQ, Ubisoft, Warner Bros
TOP DEVELOPERS 2K Marin, 3 Blokes/RockYou, 5th World Media, Big Ant Studios, Brawsome Games, Codesion, Creative Assembly, Defiant Development, esc Factor, Firemint, Halfbrick Studios, Iron Monkey, N3V Games, Nnooo, SEGA Studios Australia, SidHe, Tantalus, The Voxel Agents
ENQUIRIES: JENNIE LANE Tel: 01992 535647 email:
Jennie.Lane@
intentmedia.co.uk
THE FACTS Population: 22,810,700 Currency: Australian Dollar GDP (Per Capita): $66,984 Capital City: Canberra Language: English
ABOUT THE MARKET
AUSTRALIA’S video games market is very similar to that of the UK. The Interactive Games and Entertainment Association reports that the vast majority of households own a games devices. “As such, most of the major publishers currently have representation in Australia, either director or via a distributor,” a IGEA spokesperson told MCV. “Our research shows that the majority of Australians are currently purchasing games from a traditional retailer.” Leading specialists include EB Games and JB HiFi. While they account for most games sales, hypermarts such as Kmart also have a strong presence. Publishers need to take into account the market’s geography when releasing their titles. All Interactive’s senior brand manager Angela Spehr said: “Due to Australia’s size and location, getting stock to and around the country is complex and time consuming.
46 January 27th 2012
Additional time must therefore be built into the launch process.” Some consumers also import from the UK – despite Australia being a PAL territory, it doesn’t always receive the latest releases at the same time as Europe.
Our research shows that the majority of Australians currently purchase games from a traditional retailer. IGEA spokesperson
“
Importing is also partly used so that consumers can access games that have been censored or banned in Australia. The nation’s strict age ratings system has been a long- running issue in the games industry The government continues to review plans for a new R18+ rating,
which would allow violent video games to be sold in the region. Sadly, the other running theme in Australia’s gaming headlines is its development studios shutting down. 2011 saw the closure of LA Noirecreator Team Bondi, THQ’s Melbourne and Brisbane studios, KMM Studios, and de Blobdev Blue Tongue.
There are still plenty in operation, of course. Mobile, app and indie developers such as including Fruit Ninjamakers Halfbrick Studios and Flight Control creators Firemint have thrived while traditional console studios have perished. IGEA reports that the interactive games market is on course to grow at a compound annual growth rate of 9.5 per cent – putting Australia slight ahead of the global market, which is growing at 8.2 per cent.
You can find out more about Australia’s games industry at our sister site
www.mcvpacific.com
www.mcvuk.com
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