EA has opened a new office in Moscow as part of wider plans to cement its presence in the region, reported Next Generation.   

The new office will directly serve Russian consumers and retailers and will concentrate on localizing products such as Need for Speed and FIFA on PS3 and Xbox 360 later this year.

EA said the office will also aim to nurture the games industry in Russia, which it states as being worth $250 million – a figure which it expects to double in the next three to five years.

“Russia represents a significant opportunity for the games industry,” said EA’s VP and general manager of Eastern Europe Peter Laughton. “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.”