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Emerging PAL markets worth 1.9bn last year

Software sales increase 12% on 2008; PS3 installed base grows to 1.4m

Emerging retail markets in PAL territories were worth €1.9 billion (£1.66bn) in 2009 - with software sales rising 12 per cent on the previous year.

The achievement stands in contrast to the 4.4 per cent decline in games software sales experienced across Western Europe last year, according to Screen Digest, which studied emerging games markets including Greece, India, Poland, Russia, South Africa, Turkey and the Middle-East.

It found that hardware and software sales combined reached €1.9 billion, while software sales increased 12 per cent on 2008 sales totalling €900 million (£790m).

The growth was attributed to the increased presence of shopping centres and malls in these territories, and by an influx of Western retailers, including Media Markt, Auchan and Carrefour.

PC games remained popular, especially in Russia and Poland, and the PlayStation was also found to dominate, thanks to its long-established presence in these markets, particularly in Russia and the Middle East.

Across the emerging PAL markets the PS2 was shown to have the highest installed base at 11 million (10 per cent more than the UK), PS3 was the most popular current generation console with an installed base of 1.4 million, and the PSP was the most widely owned handheld device at 3.1 million.

Microsoft was shown to have gained a foothold in Russia, Poland and South Africa, with its largest installed base built up in Russia.

Nintendo, which hasn't invested into the emerging markets as heavily as its competitors, has still sold over 1.4 million DS consoles across EMEA regions, but only 763,000 Wii consoles.

"With ongoing improvements in games distribution and retail, these emerging markets offer publishers an increasingly realistic commercial opportunity to tap into," commented Piers Harding-Rolls, head of games at Screen Digest.

"Difficulties remain - cost of localisation and piracy are particular challenges - but with careful selection of content and distribution, games sales in these territories can offer useful incremental revenue."

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Latest comments (2)

Barla Von Designer 11 years ago
If Sony, MS, and Nintendo put as much into marketing their products within Greece, India, Poland, Russia, South Africa, Turkey and the Middle-East as they do their western counter-parts, then there would be some serious bread to be made, not to mention expanding the user base.
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Tony Johns11 years ago
Sort of the need why the PAL markets need to be supported more by the Publishers instead of being in last place all the time like it was back in the 80's and 90's all because of the main Publishers were from Japan and America, didn't mean that the PAL was insignificant.

If you can market a game in China, and make it affordable to people there, then that makes a huge opportunity to be gained no matter how much piracy is in that country.

Same with Russia too, tap into that market and you will cover a wide area of potential gamers...
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