| Dans le cadre du Tokyo Game Show 2008, GfK Retail and Technology note un renforcement de position de la part des éditeurs asiatiques sur leur propre territoire. Les éditeurs d'origines occidentales se sont montrés particulièrement actifs durant ces dernières années, et le fait que la plupart des pays d'Asie s'imprègnent de la culture occidentale a longtemps été vu comme un grand avantage en leur faveur.
Communiqué original ci-dessous.
Asian Game Software publishers command strong lead in Hong Kong
Ahead of the upcoming Tokyo Game Show 2008, GfK Retail and Technology sees Asian Game publishers anchoring strength within their home territory. Western origin publishers have been very active in Asian markets for many years and were thought to have an advantage as most Asian countries are absorbing western culture.
Despite this fact that Asian publishers have not been so successful in western grounds, they have defended their share of attention from Asian gamers. For the past three months, Asian publishers dominate the Hong Kong market with more than 65% share and in August 2008, the numbers reached almost 75% in terms of both unit sales and value.
GfK Asia released its premier Hong Kong Games Software retail measurement for the industry recently just before the GCA 2008 – Games Convention Asia, held in Singapore. While August is a 'low key' period coupled with Olympics 2008, gamers seemed to have taken a break. Nevertheless GfK is still optimistic on the estimate of Hong Kong Games Software retail sales to be worth USD72 million or 1.9 million units of boxed
packed game software sold to consumers by year end of 2008. GfK forecasts steady growth for 2009 estimating a minimum of 15% growth in this competitive market.
In August 2008, Western origin game software publishers mainly sold 3 key genres well, namely action, shooting and sports related games; while Asian origin publishers did well not only in action and sporting games but also role-playing and racing games.
The top 3 publishers within Western origin held 56% of the market. The shares were better spread within the publishers of Asian origin segment, with the top 6 publishers taking 74% for the same month.
"Irrespective if future hardware, hardware choices are not seen to really influence the choice of game titles that consumers will purchase, if you have a good title that’s it!", GfK Asia Commercial Director, Stanley Kee comments. "In August 08 top ten bestselling titles contributed 25.5% of the market while top 15 titles took 33.2% proving a very competitive market. Western publishers certainly have a lot of study
ahead of them in order to understand the taste of Asian consumers".
"Today's mainstream gamers are likely to be tomorrow's next generation hard core gamers. Both publishers and developers should monitor the change in consumers demand together with the new mix of new gamers as this industry segment grows", added Mr. Kee.
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