Believe it or not, Portugal is classed as an emerging market – but that certainly doesn’t mean you shouldn’t take the region seriously.
Like neighbouring Spain, there is a healthy market for video games hardware and software in Portugal, supported by long-running retailers such as Auchan and Fnac.
“Portugal remains one of the largest software markets in the emerging territories, comparable in size with Poland, about 15 per cent larger than South Africa and over double that of Greece,” says Catapult Business Solutions founder Chris Stanton-Jones.
“It is worth publishers considering setting up local representation of some kind once the economical future of the country becomes more certain.”
While the recession has taken its toll on Portugal, it’s nothing publishers can’t counter with a solid sales strategy. Focusing on the most popular formats and working closely with the hypermarkets can deliver success, though the public is in need of constant reassurance.
“The uncertainty that surrounds [the economy] is obviously the main concern,” says Stanton-Jones. “It comes at an awkward time when the software market is adjusting. The PC sector and older console formats are shrinking quickly, whilst making way for the newer consoles, most noticeably Wii and PS3.”
Stanton-Jones urges publishers to focus on releases for these consoles in the region. I’ts also important to note the power of handhelds at retail.
“Portugal is a key market for portable devices,” says Sony Computer Entertainment’s Alvaro Escorial.
“Portable games represented 45 per cent of the total software sales in 2011 by volume. It’s also an opportunity for companies targeting families and children, especially on the PSP, which represents 75 per cent of the portable market.”
GDP (Per Capita): $23,204
Capital City: Lisbon
Auchan, Fnac, GAME, GameStop, Media Markt, Radio Popular, Sonae, Worten
Ecofilmes, Infocapital, Koch Media, Namco Bandai
Biodroid Productions, BSure Interactive, Ignite Games, Seed Studios, Vortix Games Studio
PUBLISHERS IN THE REGION
Activision, Disney, EA, Microsoft, Nintendo, Sony, THQ, Ubisoft