Courage and Affection in Moscow

back to bloglist

Ruben Zarbabyan's blog

Entries
17 November, 2009, 02:34
Penetrating Russian game market (at last!)

For years we have heard game publishers lamenting about Russian sales lagging behind the rest of the world.

Indeed Russia’s meager $200 million is a mere drop in the $50-billion ocean of gross videogame revenues worldwide.

Read more

In the US alone 2008 videogame sales hit $22 billion. And the only figure in this industry that might be reduced by the crisis is annual growth, though even that probably won’t happen as people look for cheaper entertainment.

However, if you are looking for this cheaper entertainment in Russia, you are bound to face certain troubles.


Russian edition of Play Station Store works slower
Hardly any game producers bother to make a game with a built-in Russian localization, though this is more of a chicane, as most of the players (including myself) prefer the English versions anyway.

Still, even without translation, it takes weeks for new releases to reach the shop shelves in Moscow (months if we are talking about elsewhere in Russia), while rare games and limited releases might not appear here at all.

One might have thought that the introduction of online distribution should’ve solved the problem, but it didn’t. For some morbid reason the Russian part of PlayStation Store, for example, gets the new releases with a remarkable delay.

Registering a fake American account helps with the free content, but not with the more important paid one.


And you're cold inside... Like a hostage in Moscow
How does one hope to get major sales of a product in Russia if it takes months to write a promo-text in Russian and localize a banner?

We realize full well that this is business, where the demand always comes first. And Russian demand is not only small, but unusual, too. According to a December 2008 study (available here, in Russian) by Discovery Research Group, 54% of videogames bought in Russia are not videogames per se, but rather PC games.

But this share was close to 80% just two years ago and will continue to decrease, as some good signs from game distributors have manifested themselves recently. The localizations are taking less and less time in making, and I was able to buy myself a Pro Evolution Soccer 2010 on the first day of its worldwide release in a central Moscow store.

The copy I acquired for $85, though, was one of the four (!) they hoped to sell until December in a department store that had a section for proper caviar starting at $200 per 100 grams and an assortment of fur coats reaching $20,000!


It is an important and popular fact that disturbing for some is fun for others
This situation may change soon, as it looks like major game developers, such as Activision, want Russians spending less on fur and caviar and more on their products. Otherwise they wouldn’t butcher a whole Moscow airport full of civilian hostages in their record-selling Call Of Duty: Modern Warfare 2.

There is a warning that “the following mission may be disturbing or offensive to some players” prior to its beginning, so there can be no speculation about the authors not realizing what exactly they offered in their product.

As for their motives, they are simple: both subsequent discussion in Britain's House of Commons and Russia’s banning of the game from sale create the perfect publicity for the game prior to its Russian release.

We all know the attitude of an average videogame-player toward government bannings. And that is why in terms of PR-moves, the airport massacre -- a.k.a. ‘No Russian’ level -- hits the bull’s-eye.

I would only observe that Hideo Kojima would never need this kind of promotion.

Show comments (2)
Alex

12 January, 2010, 02:06

hmm there is one game thats russian made Metro 2033 something and its supossed to come on the xbox 360 oh and it is based on a book of some russian writer some thing about nuclearwar aftermath


Tammy Davis

10 December, 2009, 22:45

Congratulation. I know that you can make it as many Russian people are great and talented..


post comment
12 July, 2009, 23:23
Moscow Film Festival chronicles: Chapter II
05 July, 2009, 22:16
Moscow Film Festival chronicles: Chapter I
About author

Ruben is a writer on RT’s web team.

A journalist turned journalist, with a journalistic background and a degree in journalism, he cites journalism as his main area of expertise.

With ten years experience, Ruben rightfully claims to have contributed to most of Russia’s significant media outlets, writing more than a thousand articles, news items, interviews, reviews, reports, columns, lampoons, proclamations, leaflets, press-releases and God knows what else.

Though often criticized for causing controversy wherever he appears, Ruben is at the same time credited with never being boring or taking a banal approach to his subjects.

While his involvement in science and in Play Station currently prevents him from dealing with major literary projects, he will regularly share his vision on significant social, political, cultural and sporting events in Russia with RT’s readers.