14 DAY TRIAL // If you thought Electronic Arts was big, well... it just got bigger. According to this report I'm currently looking at, Electronic Arts Inc - the world's leading developer and publisher of interactive entertainment - has announced today the creation of a new EA entity in Russia. The office is set to directly serve Russian consumers and retailers.
"EA intends to contribute to the rapidly growing market for interactive entertainment in Russia, as the Nintendo-centrum.net informs. The Moscow-based team will focus on bringing more localized game offerings to Russian players, more direct engagement with the gaming community and greater collaboration with retail partners."
An event planned for later on today will host members of the government, industry and media, revealing EA's plans for bringing the best and latest innovations in interactive entertainment to Russia. Also worth mentioning is that two of the latest installments of EA's most popular franchises (as far as Russia's consumers are concerned), Need for Speed and FIFA Football, will launch in fully localized Russian versions for the PS3 and Xbox 360, later this year, adding to the company's existing portfolio of games in Russian for the PC.
"Russia represents a significant opportunity for the games industry," said Peter Laughton, EA Vice President and General Manager of Central and Eastern Europe. "This is a very dynamic marketplace, with a world class retail environment and consumers who have the intellect and appetite for interactive entertainment. We're looking forward to bringing tailored offerings to Russian consumers that incorporate local language, music, and celebrities into some of our most popular titles."
"EA is dedicated to bringing our unique brand of interactive entertainment to global consumers," said Jens Uwe Intat, Senior Vice President of European Sales and Distribution for EA. "Our increased focus on Russia is a testament to the vitality of its consumer market, as well as the growing position of video games in the overall entertainment mix. Our goal is to ensure that Russian consumers get the best gaming experiences and an increasingly large selection of interactive entertainment choices."
Given that the Russian video games market is estimated at $250 million today, it is expected to more than double in the next three to five years.