An Overview to Eastern Europe & Russia's Games Market

  • The entire market generates nearly $4 billion in game software sales alone, which is more than double Canada's software market size (at $1.8 billion).
  • The software market size is roughly equivalent to Australasia (New Zealand and Australia - $1.4 billion) and Latin America's game markets ($2.8 billion) combined.
  • E. Europe's growth rate is higher than in Western Europe - 7%, versus Western Europe's 4%.
  • Average revenue per user (ARPU) values are on par with major markets worldwide - Poland's $28.42 ARPU, Romania's nearly $21, Czech Republic's $21.31, versus Canada's $22.21 ARPU Germany's $20.55 ARPU, Korea's $14.22, Spain's $10.65.

 

Nearly 2X the sales as Canada!

 

LAI Global Game Services – DFC Intelligence – Video Game Market Infographics – Eastern Europe - Russia

Download LAI Global Game Services & DFC Intelligence's Eastern Europe and Russia infographic for use in professional and student presentations, papers, and articles.

 

Which Countries in E. Europe/Russia House the Largest Game Markets?

 

Russia & CIS makes up nearly

50% of the market.

 

 

  • Russia is part of the famous acronym BRICS - part of a grouping of prominent emerging markets (also including Brazil, India, China and South Africa).
  • Alone, Russia & CIS (the Commonwealth of Independent States, including countries such as Armenia, Belarus and Uzbekistan) makes up nearly 50% of the Eastern European games market.
  • In fact, Russia's software market is larger than Europe's 5th largest game market - Spain - bringing in $1.8 billion, compared to Spain's $1.5 billion.
    • Developers would have an even higher chance of monetization if localizing to Russian, alongside the popular FIGS (French, Italian, German, Spanish).

 

Russia's game sales are higher than

Spain, Europe's 5th largest market. 


  • Following Russia & CIS, Poland is the 2nd largest games market in E. Europe, comprising 18% of the market.
  • Poland's software market size is nearly $675 million, more than many countries in Western Europe, including Europe's 7th largest games market - Sweden (which has a market size of nearly $670 million).

 

Poland's market more profitable than

Europe's 7th largest market (Sweden).

 

 

  • Romania is E. Europe/Russia's 3rd largest market, bringing in 6% of the total software revenue, or nearly $220 million.
  • Romania yields higher software sales (nearly $220 million) than many countries in Western Europe, including Portugal (over $150 million) and Greece (over $110 million). 
  • Romania also has more gamers than some of Scandinavia's markets and isn't far behind, in terms of revenue. Romania has 14 million gamers, yielding nearly $220 million.
    • To compare, Norway has 3.5 million gamers, yielding $361 million. Finland has 3.6 million, bringing in nearly $340 million, and Denmark has 4.5 million, with nearly $400 million in software size.

 

Poland is the 2nd largest

market - making up 18%.

 

**sidebar**

We're Looking for Local Experts!

Are you an EXPERT on Russian/E. European game markets? We're always looking for people to interview for our Global Game Market pagesblog and LocaLAIse This! podcast. Reach out to us - info@lai.com!

 

Top Ways to Reach Gamers in Russia/E. Europe

 

 

  • Localize into Russian, Polish and Romanian.
     
  • Make sure your game is reviewed by local experts.
     
  • Adapt game art and the UI, so each aspect of your game retains elements that resonate with local gamers. (Read Game Art Internationalization to learn more.)
     
  • Work with specialists knowledgeable in regional tastes.
     
  • Focus on local marketing/ad efforts.
     

Latest page update: 1Q2018.

 

Russia

LAI-Russia-Video-Game-MarketFor some time now, Russia has been considered a rising star in the video game industry, as it is one of the primary emerging markets worldwide, awarding it status as part of BRICS (also comprising Brazil, India, China and South Africa).

 

Key Facts about Russia's Game Market

  • Alone, Russia & CIS (the Commonwealth of Independent States, including countries such as Armenia, Belarus and Uzbekistan) makes up nearly 50% of the Eastern European games market.
  • In fact, Russia's software market is larger than Europe's 5th largest game market - Spain - bringing in $1.8 billion, compared to Spain's $1.5 billion.
    • Developers would have an even higher chance of monetization if localizing to Russian, alongside the popular FIGS (French, Italian, German, Spanish).

Russia's game sales are higher than

Spain, Europe's 5th largest market.

  • For years, Russia has climbed its way up the global game market charts. In 2016, Russia reached the rank of the world's 11st largest market.
The world's 11st largest market!

Which Platforms are Russia's Largest?

  • PC, mobile and console gaming remain Russia's most significant.
  • Russia's gaming market size is also larger than all of Europe's largest game markets - 83 million in Russia, versus Germany's 65 million and Spain's 28 million. 
  • Plus, Russia's gamers are nearly double the size of the UK's (40 million), France (44 million) and Italy's (38 million).

Nearly double the gaming population

of Europe's largest markets.

 

Mobile Gaming More Competitive (than the Americas & Europe)

  • Russia's 2nd largest gaming platform - mobile - is nearly double the size of Canada's entire game market.
  • Mobile downloads in Russia are #1 in Europe - "with more than 1.6 billion downloads in 2016 - nearly two and four times as many as in the UK and Spain, respectively."
  • Plus, cost-per-installs (CPIs) are significantly lower than in other markets - slightly higher than $1, "almost twice as less as US rates and significantly less than in Western Europe or even China."

 

Why Should You Localize Your Game to Russian?

  • Hard market data and a deeper cultural understanding of the market reveals that Russia deserves to be valued as a primary games market, in many cases boasting more potential than the default route of localizing into German, French, or Spanish.
  • In fact, Russia is said to have even greater market potential for MMOs than Germany, yet Russians are increasingly "dissatisfied with the slowness of how games are localized to their market."
  • Israel-based developer Plarium has exclusively targeted the Eastern European and Russian market since launch in 2009, achieving an audience of 70 million players, their strategy leading them to double their revenue every year

 

**sidebar**

We're Looking for Local Experts!

Are you an EXPERT on Russian/E. European game markets? We're always looking for people to interview for our Global Game Market pagesblog and LocaLAIse This! podcast. Reach out to us - info@lai.com!

Top Ways to Reach Gamers in Russia

 

 

  • Localize into Russian.
     
  • Make sure your game is reviewed by local experts.
     
  • Adapt game art and the UI, so each aspect of your game retains elements that resonate with local gamers. (Read Game Art Internationalization to learn more.)
     
  • Work with specialists knowledgeable in regional tastes.
     
  • Focus on local marketing/ad efforts.
     

Key Local Conferences & Events 

 

Latest page update: 1Q2018.

 

Poland

An Overview to Poland's Games Market

2nd largest games market in Eastern Europe!

 

  • Following Russia & CIS, Poland is the 2nd largest games market in E. Europe, comprising 18% of the market.
  • Poland's software market size is nearly $675 million, more than many countries in Western Europe, including Europe's 7th largest games market - Sweden (which has a market size of nearly $670 million).
  • All of Eastern Europe has a higher growth rate than Western Europe - 7% growth, versus Western Europe's 4%.

Poland's market more profitable than

Europe's 7th largest market (Sweden).

 

  • Free-to-play generates more revenue than other monetization models in Poland
  • Poland is considered a good market for soft launching games. Studios like the German Goodgame Studios states, "It just so happens that the significance of the Polish market is the same as it is for others markets, such as the United States, Great Britain or Germany. This is the reason we usually do soft launches in Poland."

 

**sidebar**

We're Looking for Local Experts!

Are you an EXPERT on Russian/E. European game markets? We're always looking for people to interview for our Global Game Market pagesblog and LocaLAIse This! podcast. Reach out to us - info@lai.com!

Top Ways to Reach Gamers in Poland

 

 

  • Localize into Polish.
     
  • Make sure your game is reviewed by local experts.
     
  • Adapt game art and the UI, so each aspect of your game retains elements that resonate with local gamers. (Read Game Art Internationalization to learn more.)
     
  • Work with specialists knowledgeable in regional tastes.
     
  • Focus on local marketing/ad efforts.
     

Key Local Conferences & Events 

 

 

Latest page update: 1Q2018.

 

Romania

An Overview to Romania's Game Market

  • Romania is E. Europe/Russia's 3rd largest market, bringing in 6% of the total software revenue, or nearly $220 million.

Eastern Europe's 3rd largest market!


  • Romania yields higher software sales (nearly $220 million) than many countries in Western Europe, including Portugal (over $150 million) and Greece (over $110 million). 
  • Romania also has more gamers than some of Scandinavia's markets and isn't far behind, in terms of revenue. Romania has 14 million gamers, yielding nearly $220 million.
    • To compare, Norway has 3.5 million gamers, yielding $361 million. Finland has 3.6 million, bringing in nearly $340 million, and Denmark has 4.5 million, with nearly $400 million in software size.

Revenue On Par with Global Markets

Average revenue per user higher than

prominent W. European markets.

 

**sidebar**

We're Looking for Local Experts!

Are you an EXPERT on Russian/E. European game markets? We're always looking for people to interview for our Global Game Market pagesblog and LocaLAIse This! podcast. Reach out to us - info@lai.com!

Top Ways to Reach Gamers in Romania

 

 

  • Localize into Romanian.
     
  • Make sure your game is reviewed by local experts.
     
  • Adapt game art and the UI, so each aspect of your game retains elements that resonate with local gamers. (Read Game Art Internationalization to learn more.)
     
  • Work with specialists knowledgeable in regional tastes.
     
  • Focus on local marketing/ad efforts.
     

Latest page update: 1Q2018.

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