The new office is fronted by Antony Seux, who joins Midway after a six-year spell as sales director for Activision, having previously worked for Colgate and Palmolive.
“Midway observes the development of the European market very carefully and constantly evaluates opportunities to gain direct access to territories of high strategic importance,” Seux told MCV. “France is one of the top three entertainment software markets in Europe and therefore, for a games publisher that operates globally, it is indispensable to have direct access to this market.”
Midway assumes all distribution responsibilities for France from previous partner Sega, and Seux revealed that he will quickly build the team up to full strength: “We are currently busy employing key positions within Midway France and will shortly announce further hires such as a marketing director and many more to come.
“The performance of Midway products in the French market contributed approximately ten per cent to our European business,” Seux added. “Our target is to increase this by a further six per cent within the next 12 months.”