Middle East next for EA

A NEWFOUND emphasis on emerging markets will see EA follow its move into Russia later this autumn with the opening of an office in Dubai next year.

MCV revealed last week that EA will become the first games publisher to set up HQ in Moscow, as it targets the growing $150 million local market. This is likely to be followed by more more Eastern European moves, starting with Ukraine.

But the Middle East also clearly appeals and Steve Bainbridge, head of developing territories for EA Northern Region, will oversee expansion there too.

“The Middle East is certainly another great opportunity, with its own complexities,” he confirmed. “We have put some level of additional focus on it this year having recently appointed our own PR agency and begun the recruitment for a marketing manager.”

A country manager currently operates from the UK, but MCV understands that the potential for going fully local is being swiftly explored.

“I believe both the Russian and Middle Eastern markets will generate bigger revenues than some of our smaller established territories within two to three years’ time, so we would be doing the company an injustice if we didn't exploit that opportunity,” added Bainbridge.


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