Electronic Arts has announced the next step of its global growth strategy, with the opening of a new office in Russia.
Based in Moscow, the new office will focus on localizing new releases as well as enhancing EA’s reputation and presence among Russian retailers and gamers. The company plans to offer fully-localized versions of its Need for Speed and FIFA Football franchises, both very popular among Russian gamers, for the PlayStation 3 and Xbox 360 consoles later this year.
“Russia represents a significant opportunity for the games industry,” said EA’s Peter Laughton, in charge of the company’s Central and Eastern European operations. “This is a very dynamic marketplace, with a world class retail environment and consumers who have the intellect and appetite for interactive entertainment.” The Russian videogame market is currently estimated at $250 million, but is expected to double within three to five years.
“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.”