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VIDEO GAMES IN ROMANIA

Euromonitor International
June 2016
VIDEO GAMES IN ROMANIA Passport I

LIST OF CONTENTS AND TABLES


Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 3
Prospects ..................................................................................................................................... 4
Category Data .............................................................................................................................. 5
Table 1 Sales of Video Games by Category: Value 2010-2015 ................................ 5
Table 2 Sales of Video Games by Category: % Value Growth 2010-2015 ............... 6
Table 3 Video Gaming Population: Number of People 2010-2015 ............................ 6
Table 4 Video Gaming Population: % Number of People 2010-2015........................ 7
Table 5 NBO Company Shares of Video Games: % Value 2011-2015 ..................... 8
Table 6 LBN Brand Shares of Video Games: % Value 2012-2015 ........................... 9
Table 7 NBO Company Shares of Video Games Hardware: % Value 2011-
2015 ............................................................................................................. 9
Table 8 LBN Brand Shares of Video Games Hardware: % Value 2012-2015 ......... 10
Table 9 NBO Company Shares of Video Games Software: % Value 2011-
2015 ........................................................................................................... 10
Table 10 LBN Brand Shares of Video Games Software: % Value 2012-2015 .......... 11
Table 11 Distribution of Video Games by Format: % Value 2010-2015 .................... 12
Table 12 Distribution of Video Games Hardware by Format: % Value 2010-
2015 ........................................................................................................... 13
Table 13 Distribution of Video Games Software by Format: % Value 2010-2015 ..... 14
Table 14 Forecast Sales of Video Games by Category: Value 2015-2020 ............... 15
Table 15 Forecast Sales of Video Games by Category: % Value Growth 2015-
2020 ........................................................................................................... 15

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VIDEO GAMES IN ROMANIA Passport 1

VIDEO GAMES IN ROMANIA


HEADLINES
Video games grows by 13% in current value terms in 2015, totalling RON373 million
In-game payments are increasingly common
Activision Blizzard Inc leads video games with a 15% value share in 2015
Chained electronics and appliances specialists retailers concentrate the largest video games
sales
Video games is projected to record a 7% value CAGR at constant 2015 prices over the
forecast period, to reach RON529 million in 2020

TRENDS
Gaming is becoming an increasingly popular practice in Romania, with the country recording
one of the highest rates of interest in video games in the region. Increased computer and
internet literacy is positively contributing to the evolution of the category, coupled with
decreasing piracy and rising purchasing power. According to the National Institute of
Statistics, 62% of Romanian households had a computer in 2015 (72% in cities and 48% in
villages). The average Romanian surfs the internet from home 14 days per month on average.
52% of local internet users play online games.
The category registered another year of double-digit growth. Even though video games is
becoming more mature and the growth rates are slowing, in absolute terms, value sales are
increasing vigorously. In 2015, value sales rose by 13% in current value terms, reaching
RON373 million. Over the course of the review period, fuelled by low maturity, increasing
technological frenzy and a recovering economy, video games expanded by a 22% current
value CAGR.
Age compression is positively influencing video games. Children are giving up traditional toys
and games at earlier ages and are embracing video games instead. Tablets or smartphones
are becoming used instead of regular toys. In addition, video games sales are relatively
seasonal, with Christmas and more recently, Black Friday, being the time of the year when
these products are purchased more than normal.
Console gaming is still practiced on a small scale, due to the large popularity of PC gaming.
Physical sales of computer games were 37% higher than console games (physical) in 2015
but the disparity is actually higher when taking into account the large-scale piracy present
within PC gaming. As consumers come to understand the console categories better and as
the retailers are promoting these products more (especially with the launch of PlayStation 4 or
Xbox One) the demand for consoles is intensifying. As a result, console games also recorded
fast-paced growth throughout the review period. In addition, because of the launch of
Playstation 4 and Xbox One, consoles suited for digital gaming, console games (digital) rose
by 29% in 2014 and by 13% in 2015 (in current value terms). Console games (physical)
recorded strong value sales, with a 21% increase in 2014 and a 17% rise in 2015, with
improvements in distribution being another key factor behind the success of this category.
Due to the launch of more expensive products, such as PlayStation 4 or Xbox One, static
consoles unit prices increased in double-digit terms in 2014. However, in 2015, prices were
more stable, having registered a 1% current value decline. As these products are becoming
increasingly available for consumers, retailers are also slowly reducing prices to successfully
compete with other sellers.

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Romanians are mainly computer users when it comes to video gaming (Windows being by far
the most common operating system). iOS is not common in Romania as Apple computers are
generally regarded as too expensive. Android dominates as the operating system on mobile
phones. Mobile games increased by the fastest rate in 2015 (25% in current value terms), in
the context of room for potential growth, changing consumer attitudes and diversifying product
offerings (in line with improved access to such products via retailers such as Apple Store or
Google Play). Romanians usually play free mobile games but the share of in-game payments
is boosting the development of this category. In 2015, 64% of mobile games value sales were
represented by in-game purchases.
Toys-to-life had a limited presence in 2015 in Romanian video games. These products are not
common but they have been growing rapidly, mainly due to their novelty (available since
2013). The category expanded by 18% in current value terms in 2015, amounting to RON1
million.
In 2015, 47% of the total population played video games, with three million people doing so
regularly. One million people play video games daily (1-2 hours per day) whereas 10,000 are
professional gamers (dedicating 6-7 hours per day). The popularity of video gaming is also
illustrated by the increasing amount of video games competitions taking place in the country.
For instance, Dreamhack Bucharest 2016 will take place in September. In 2015, video gaming
remained the most popular among teenagers (population aged 13-19) holding a 74% share.
While there are more males playing video games, the female gaming population is growing at
a faster pace. For instance, the percentage of teenage girls playing video games escalated
from 56% in 2010 to 68% in 2015, while in the case of their male counterparts the evolution
was from 72% to 80%. Video games are also becoming increasingly popular with the adult
population.
AR/VR headsets were not available in the country until the end of the review period when
retailers such as emag.ro started to sell them. Consumers are not particularly aware of these
products and no significant marketing efforts have been directed so far towards their
promotion. The main brand present in 2015 was Samsung Gear VR.
The increasing use of smartphones reflected negatively in the performance of handheld
consoles as it was the category with the lowest growth rate in 2015 (after computer games -
physical) in value terms. Its volume performance was considerably higher, illustrating that
these products are mainly bought by those who cannot afford to purchase a smartphone. The
main users of hand-held consoles are children (adults resorting to mobile games instead).
Multiplayer games were the most popular in Romania in 2015. Both MMORPG (massive
multiplayer online role-playing game) and MOBA (multiplayer online battle arena) are
attracting a high number of gamers, with Dota or League of Legends being such successful
titles. As the frenzy for free2play games is growing, the propensity of in-game purchases is
also on the rise. In-game purchases accounted for an 11% value share of console games in
2015 (from 8% in 2010) and for an 8% value share of computer games (from 3% in 2010).
The growth of in-game purchases is also caused by changes in the anatomy of the games.
For instance, MMORPGs are transitioning towards P2W (pay to win) free 2play games but
for which gamers have to pay to unlock special features and missions. Romanian users are
also more inclined to make micro transactions in free2play games for new weapons or
armour. In Romania, 39% of home internet users engage in e-commerce practices and 22%
in internet banking.
Romania has one of the fastest internet speeds in the world, which facilitates the consumption
of digital gaming. According to Akamai, 28% of Romanians have a connection faster than 15
Mbps. This was also a factor which allowed the consumer shift from physical to digital video
games software (in 2015 the former increased by 8% in current value terms, whereas the

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latter expanded by 12%). Online games also accounted for a 27% value share of video
games software in 2015, compared to 13% in 2010.
Most video games software used in Romania is pirated, especially evident amongst those
Romanians who play on computers. Users tend to download these games illegally via torrent
sites. In relation to locals purchasing power, video games (especially consoles) are
expensive for the average Romanian. Video games prices in general are higher priced than in
other European countries, because of low orders. Consequently, users have a high tendency
to purchase pirated goods. Neither the government nor video game retailers are taking any
significant action to fight against this phenomenon. Still, video game consumption is becoming
more in line with that from other European countries, meaning that consumers are more likely
to purchase the video games software that they use. This is also influenced by rising product
variety across the retailers, the use of discounting and greater efforts to make these products
visible. In addition, users are more tempted to embrace digital gaming, as it is not a source of
price discrimination between countries, as occurs in the case of video games software
(physical).

COMPETITIVE LANDSCAPE
Sony Corp remained the leader within video games hardware in 2015, with a 47% value
share. Its good performance is mainly due to the high popularity of its Sony PlayStation
consoles. Its success is based on a good distribution network, positive brand image in the
eyes of the consumers and the launch of PlayStation 4. In 2015, PlayStation 4 was the most
popular brand within video games hardware, accounting for a 24% value share in 2015.
Microsoft Corp witnessed the biggest increase in value sales within video games hardware.
Not only did its share grow from 19% to 22% in 2015 but in absolute terms its value sales
rose by 40% at current prices year-on-year. Its surge in sales can be mainly explained by the
launch of Xbox One, in a market where consumers are only just starting to become more
aware of static consoles and where there is large room for growth. Xbox One was well
received by the Romanian public, and in its second year it became the second most popular
static consoles brand (with a 20% value share).
In a category dominated by international players, a domestic competitor, Network One
Distribution SRL, managed to continue growing throughout the entire review period. The
company is present within handheld consoles, with its Serioux brand, a product that is
positioned at the lower end of the market. Serioux witnessed a 39% increase in its value sales
in 2015, compared to its 2014 performance.
Activision Blizzard Inc continued to lead video games software, with a 21% value share in
2015. The company however, is losing ground due to other major publishers. This is because
of the performance of the companys main title, World of Warcraft. While it is still the most
popular video games software product, it declined in popularity in 2015 (11% value share in
2015, compared to 13% in 2014). Call of Duty, Assassins Creed and DOTA were other very
popular games on the market, the latter benefiting from the launch of DOTA 2.
2K Games Inc recorded high current value growth of 161% within video games. While in
absolute terms, the company does not record significant sales, it has been focusing on
launching new titles and on diversifying its portfolio. Within the top 20 brands, Grand Theft
Auto registered the most impressive growth in 2015 due to the launch of GTA V. The game
performed well on all platforms and it managed to increase the value sales of the Grand Theft
Auto brand by 76% in 2015.
Major publishers continue to dominate video games software (digital), as Romanians are
attracted by several brands, usually with a powerful image. When it comes to online gaming

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platforms, most local consumers use Steam (which offers affordable prices and has a wide
product offering), followed by battle.net.
No significant advertising or marketing campaigns took place in 2015. Video games products
are rarely promoted in Romania. However, retailers do provide special offers and give
significant discounts on occasion such as for events like Black Friday.

PROSPECTS
The decrease in piracy and age compression are two key factors that will contribute to the
positive evolution of video games in the future. Video games is projected to expand by a 7%
value CAGR at constant 2015 prices over the forecast period, being projected to reach
RON529 million in 2020. The positive performance will also be supported by rising purchasing
power and by the changes in consumers lifestyles.
Romanians are welcoming to innovation and are quick to purchase the latest products that
are perceived as a must-have. Consequently, new product launches will result in growing
value sales, with video games still being a relatively young category in Romania. Users are
becoming more educated and an improvement in the countrys technological infrastructure will
contribute to its positive performance.
Piracy remains a main drawback for video games and if it continues to be widespread, it will
slow down the growth of video games software over the forecast period. In addition, eventual
economic shock might also negatively impact the category as Romanians might reduce their
discretionary goods expenses.
With considerable room for growth in comparison with PC gaming, static consoles will register
a fast-paced increase over the forecast period. Improving distribution, new product launches
and better consumer awareness will reflect in an 11% value CAGR at constant 2015 prices
over the forecast period.
AR/VR headsets is projected to record the fastest growth rate over the forecast period,
boosted by new product launches and increased marketing efforts by players. The launch of
new products such as Oculus Rift, HTC Vive and Playstation VR will also attract more
consumers, resulting in a predicted 52% value CAGR at constant 2015 prices. There is great
interest in Playstation VR, a product which is expected to be available for Romanians at the
end of 2017, at a price of RON1,800. Consumers are already able to pre-order the product;
retailer Altex claims to sell on average 100 such pre-orders per day.
Because of its novelty factor, toys-to-life will register a 13% value CAGR at constant 2015
prices over the forecast period. The rising demand for AR/VR headsets and toys-to-life will
diminish the growth rate for other gaming accessories (with a projected value CAGR of 6% at
constant 2015 prices).
Unit prices are expected to decline over the forecast period, given the intensifying competition
across video games. For example, static consoles will see prices fall each year during the
forecast period. Despite the launch of expensive models, rising competition will force brand
owners and retailers to offer more advantageous prices to consumers. In addition, since
consumers are not overly familiar with this product, some will experiment by trying a cheaper
static console before buying a recently launched product.
Free2play games will witness a surge in demand over the forecast period, having the effect of
where the sales will come from within video games software. In-game purchases will become
increasingly relevant for the category. Not only will this feature be increasingly available but
consumers will also be more comfortable with online payments. These trends will have an
overall good impact on sales, as consumers are generally more comfortable with paying more

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frequently in smaller increments. By 2020, in-game payments will come to account for a 72%
value share of mobile games and for a 78% share of online games.
Computer games will continue to lose ground over the forecast period, mainly due to the
competition from console and mobile games. The expansion of mobile devices (notably
increasing smartphone ownership) will result in Romanians preferring to download
entertainment products (including video games software) on their mobile devices. In addition,
increasing availability and promotion of consoles will encourage consumers to embrace these
products coupled with the evolution of related consumer electronics products (such as ultra-
HDTV sets).
In order to attract consumers towards new products, retailers will have to create in-store
experiences so that potential users will be able to try the items before buying them. Concept
areas inside stores, will allow consumers to get to know the products, such as static consoles.
New products in general will be highly promoted, with the internet being increasingly used for
product marketing. Video games software was not promoted enough at the end of the review
period, but more aggressive advertising is expected to appear (from online to offline
promotions). Manufacturers will focus on making the games more playable in the sense that
the difficulty levels will be lower and campaigns will generally be shorter.
The competition will become increasingly intense, with new products and titles being released
on the market. Licencing will be a key for brand owners of video games software as
consumers will be quick to try games that depict the latest entertainment productions.
However, the lifespan of these products will be rather short. No significant mergers and
acquisitions are expected over the forecast period but retailers will increase their presence
online.

CATEGORY DATA
Table 1 Sales of Video Games by Category: Value 2010-2015

RON million
2010 2011 2012 2013 2014 2015

Video Games Hardware 38.0 49.8 62.1 76.8 95.0 112.5


- Hand-held Consoles 9.9 13.1 16.1 18.8 20.4 21.0
- Static Consoles 24.2 31.7 39.9 50.2 65.3 80.6
- Gaming Accessories 3.9 5.0 6.2 7.8 9.2 10.9
-- Toys-to-Life - - - 0.6 0.8 1.0
-- AR/VR Headsets - - - - - 0.2
-- Other Gaming 3.9 5.0 6.2 7.2 8.4 9.7
Accessories
Video Games Software 97.6 125.5 184.3 209.3 236.3 260.4
- Video Games Software 69.6 81.1 94.1 107.3 118.3 127.9
(Physical)
-- Computer Games 54.7 58.9 63.7 69.0 72.1 73.9
(Physical)
-- Console Games 14.9 22.3 30.3 38.2 46.3 54.0
(Physical)
- Video Games Software 28.0 44.4 90.3 102.1 118.0 132.5
(Digital)
-- Computer Games 9.8 11.1 15.8 16.6 18.9 22.3
(Digital)
-- Console Games 1.3 2.1 3.2 4.6 6.0 6.7
(Digital)
-- Online Games 12.4 23.7 56.4 62.2 66.1 69.8

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-- Mobile Games 4.5 7.5 14.8 18.7 27.0 33.7


- Video Games Software 97.6 125.5 184.3 209.3 236.3 260.4
by Platform
-- Console Games 16.2 24.4 33.6 42.8 52.2 60.7
-- Computer Games 64.5 70.0 79.5 85.6 91.0 96.2
-- Online Games 12.4 23.7 56.4 62.2 66.1 69.8
-- Mobile Games 4.5 7.5 14.8 18.7 27.0 33.7
- Video Games Software 97.6 125.5 184.3 209.3 236.3 260.4
by Format
-- Video Games Software 85.3 102.8 132.4 145.2 159.8 171.9
(Game Sales)
-- Video Games Software 12.3 22.7 52.0 64.1 76.5 88.5
(In-Game Purchases)
Video Games 135.6 175.3 246.5 286.2 331.3 372.9
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Sales of Video Games by Category: % Value Growth 2010-2015

% current value growth


2014/15 2010-15 CAGR 2010/15 Total

Video Games Hardware 18.4 24.2 195.8


- Hand-held Consoles 2.7 16.3 112.9
- Static Consoles 23.4 27.2 232.5
- Gaming Accessories 18.2 22.6 177.3
-- Toys-to-Life 18.3 - -
-- AR/VR Headsets - - -
-- Other Gaming Accessories 15.4 19.8 146.8
Video Games Software 10.2 21.7 166.9
- Video Games Software (Physical) 8.1 13.0 83.8
-- Computer Games (Physical) 2.5 6.2 35.1
-- Console Games (Physical) 16.7 29.4 262.8
- Video Games Software (Digital) 12.3 36.4 373.0
-- Computer Games (Digital) 18.1 17.9 127.7
-- Console Games (Digital) 12.6 38.5 409.7
-- Online Games 5.6 41.2 461.7
-- Mobile Games 24.8 49.8 653.8
- Video Games Software by Platform 10.2 21.7 166.9
-- Console Games 16.3 30.2 274.8
-- Computer Games 5.7 8.3 49.2
-- Online Games 5.6 41.2 461.7
-- Mobile Games 24.8 49.8 653.8
- Video Games Software by Format 10.2 21.7 166.9
-- Video Games Software (Game Sales) 7.6 15.1 101.6
-- Video Games Software (In-Game 15.6 48.4 620.0
Purchases)
Video Games 12.5 22.4 175.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 Video Gaming Population: Number of People 2010-2015

'000
2010 2011 2012 2013 2014 2015

Video Gaming Total 7,546.0 7,896.6 8,251.5 8,560.1 8,870.8 9,179.3

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Population
Number of Young 289.5 312.1 344.3 355.8 373.7 391.4
Children (Population
Aged Up to 6) playing
video games
Number of Young Boys 175.4 183.3 196.0 201.8 207.3 212.8
(Aged Up to 6) playing
video games
Number of Young Girls 114.2 128.7 148.3 154.1 166.4 178.6
(Aged Up to 6) playing
video games
Number of Pre-Teens 757.2 777.5 797.6 811.1 831.4 844.8
(Population Aged 7-12)
playing video games
Number of Pre-Teen 440.0 446.8 454.2 464.4 474.9 481.9
Boys (Aged 7-12)
playing video games
Number of Pre-Teen 317.2 330.7 343.3 346.8 356.6 362.9
Girls (Aged 7-12)
playing video games
Number of Teenagers 1,050.9 1,060.0 1,074.3 1,074.8 1,072.0 1,077.0
(Population Aged 13-19)
playing video games
Number of Teenage 607.1 597.9 599.6 602.5 598.6 598.4
Boys (Aged 13-19)
playing video games
Number of Teenage 443.7 462.1 474.8 472.3 473.4 478.6
Girls (Aged 13-19)
playing video games
Number of Adults 5,448.3 5,747.1 6,035.3 6,318.3 6,593.7 6,866.2
(Population Aged Over
20) playing video games
Source: Euromonitor International from official statistics

Table 4 Video Gaming Population: % Number of People 2010-2015

%
2010 2011 2012 2013 2014 2015

% of total population 37.0 39.0 41.1 42.9 44.8 46.6


playing video games
% of Young Children 19.6 21.1 23.6 24.6 26.1 27.5
(Population Aged Up to
6) playing video games
% of Young Boys (Aged 23.0 24.0 26.0 27.0 28.0 29.0
Up to 6) playing video
games
% of Young Girls 16.0 18.0 21.0 22.0 24.0 26.0
(Aged Up to 6) playing
video games
% of Pre-Teens 60.2 62.7 65.2 66.7 68.7 69.8
(Population Aged 7-12)
playing video games
% of Pre-Teen Boys 68.0 70.0 72.0 74.0 76.0 77.0
(Aged 7-12) playing
video games
% of Pre-Teen Girls 52.0 55.0 58.0 59.0 61.0 62.0
(Aged 7-12) playing
video games

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% of Teenagers 64.2 67.7 70.2 71.7 72.4 74.2


(Population Aged 13-19)
playing video games
% of Teenage Boys 72.0 74.0 76.0 78.0 78.5 80.0
(Aged 13-19) playing
video games
% of Teenage Girls 56.0 61.0 64.0 65.0 66.0 68.0
(Aged 13-19) playing
video games
% of Adults 34.0 36.0 38.0 40.0 42.0 44.0
(Population Aged Over
20) playing video games
Source: Euromonitor International from official statistics

Table 5 NBO Company Shares of Video Games: % Value 2011-2015

% retail value rsp


Company 2011 2012 2013 2014 2015

Activision Blizzard Inc 17.6 18.3 17.4 17.0 14.9


Sony Corp 16.1 14.5 15.5 15.7 14.9
Electronic Arts Inc 11.5 10.9 11.2 10.9 11.2
Nintendo Co Ltd 9.2 7.9 8.3 7.8 8.8
Microsoft Corp 3.5 3.5 3.7 5.7 7.0
Ubisoft SRL 6.9 5.7 5.9 6.0 5.9
Valve Corp 2.0 3.6 3.5 3.5 3.5
Gameloft Romania SRL 0.9 1.4 1.5 2.0 2.1
RockStar Games Corp 2.2 1.5 1.5 1.6 2.1
NCsoft Corp 1.3 2.4 2.4 2.2 2.0
CCP Games Co 0.7 1.4 1.5 1.4 1.4
Square Enix Co Ltd 0.9 1.4 1.2 1.1 1.0
Sega Sammy Holdings Inc 1.3 1.2 1.1 1.0 0.8
Network One 0.4 0.4 0.5 0.5 0.6
Distribution SRL
OnLive Ltd 0.5 0.9 0.7 0.6 0.6
Mojang AB - 0.0 0.1 0.3 0.6
2K Games Inc 0.8 0.4 0.3 0.2 0.5
Warner Bros 0.3 0.3 0.3 0.3 0.4
Entertainment Inc
NHN Corp 0.8 1.1 0.7 0.5 0.4
King Digital - - 0.2 0.3 0.4
Entertainment Plc
Hama GmbH & CO KG 0.3 0.3 0.3 0.3 0.3
Take-Two Interactive 0.0 0.1 0.1 0.2 0.2
Software Inc
Codemasters Software Co 0.4 0.5 0.3 0.2 0.2
Bethesda Game Studios 0.2 0.1 0.1 0.1 0.2
Rockstar Games Inc 0.2 0.2 0.2 0.2 0.2
Firemint Pty Ltd 0.1 0.1 0.1 0.2 0.1
Halfbrick Studios Pty Ltd 0.0 0.1 0.1 0.1 0.1
Epic Games Inc 0.1 0.1 0.1 0.1 0.1
Rovio Entertainment Ltd 0.1 0.2 0.2 0.1 0.1
Logitech International SA 0.1 0.1 0.1 0.1 0.1
Others 21.4 21.4 20.7 19.9 19.5
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

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Table 6 LBN Brand Shares of Video Games: % Value 2012-2015

% retail value rsp


Brand (GBO) Company (NBO) 2012 2013 2014 2015

World of Warcraft Activision Blizzard Inc 10.9 9.6 9.4 7.5


PlayStation 4 Sony Corp - - 3.0 7.3
Xbox One Microsoft Corp - - 2.6 4.4
Call of Duty Activision Blizzard Inc 3.9 4.2 4.1 4.1
Wii U Nintendo Co Ltd 0.3 1.0 2.0 3.7
Assassin's Creed Ubisoft SRL 3.1 3.3 3.2 3.2
(Ubisoft
Entertainment SA)
PlayStation 3 Sony Corp 9.2 10.3 7.6 3.1
DOTA Valve Corp 3.0 3.0 3.0 3.0
Sony PlayStation Vita Sony Corp 0.4 0.7 2.3 2.6
Fifa Electronic Arts Inc 2.4 2.5 2.4 2.3
Need for Speed Electronic Arts Inc 2.7 2.7 2.5 2.2
Xbox 360 Microsoft Corp 2.8 3.0 2.4 2.0
Lineage NCsoft Corp 1.6 1.8 1.7 1.7
Grand Theft Auto RockStar Games Corp 0.7 0.9 1.0 1.6
(Take-Two
Interactive
Software Inc)
Nintendo 3DS Nintendo Co Ltd 0.6 0.8 1.1 1.4
Eve Online CCP Games Co 1.4 1.5 1.4 1.4
Star Wars: The Old Electronic Arts Inc 0.9 1.2 1.2 1.2
Republic
Starcraft Activision Blizzard Inc 1.4 1.4 1.3 1.2
Wii Nintendo Co Ltd 3.9 3.3 2.0 1.1
Final Fantasy Square Enix Co Ltd 1.3 1.2 1.0 1.0
The Sims Electronic Arts Inc 1.5 1.2 1.0 0.9
Star Wars Battlefront Electronic Arts Inc - - - 0.8
Total War Sega Sammy Holdings Inc 1.0 0.9 0.8 0.6
Serioux Network One 0.4 0.5 0.5 0.6
Distribution SRL
OnLive OnLive Ltd 0.9 0.7 0.6 0.6
Diablo Activision Blizzard Inc 0.6 0.7 0.6 0.6
Minecraft Mojang AB - - 0.3 0.6
(Microsoft Corp)
Sony PlayStation Sony Corp 3.4 3.2 1.3 0.5
Portable
Steam Valve Corp 0.6 0.5 0.5 0.5
Watch Dogs (Ubisoft Ubisoft SRL - - 0.4 0.4
Entertainment SA)
Others Others 41.0 40.2 38.4 37.8
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 NBO Company Shares of Video Games Hardware: % Value 2011-2015

% retail value rsp


Company 2011 2012 2013 2014 2015

Sony Corp 53.8 54.0 54.5 51.6 46.5


Nintendo Co Ltd 27.7 26.3 25.9 22.4 23.9

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Microsoft Corp 11.3 12.7 12.6 18.9 22.3


Network One 1.6 1.6 1.8 1.7 2.0
Distribution SRL
Hama GmbH & CO KG 1.2 1.2 1.1 1.0 0.9
Activision Blizzard Inc - - 0.5 0.5 0.5
Walt Disney Co, The - - 0.3 0.3 0.3
Logitech International SA 0.4 0.4 0.3 0.3 0.2
Samsung Electronics - - - - 0.2
Romania SRL
Asesoft Distribution - - - - -
Others 4.1 3.7 3.0 3.2 3.0
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8 LBN Brand Shares of Video Games Hardware: % Value 2012-2015

% retail value rsp


Brand (GBO) Company (NBO) 2012 2013 2014 2015

PlayStation 4 Sony Corp - - 10.3 24.4


Xbox One Microsoft Corp - - 9.2 14.4
Wii U Nintendo Co Ltd 1.2 3.7 7.1 12.3
PlayStation 3 Sony Corp 36.6 38.2 26.6 10.1
Sony PlayStation Vita Sony Corp 1.7 2.5 8.2 8.5
Xbox 360 Microsoft Corp 11.2 11.2 8.4 6.6
Nintendo 3DS Nintendo Co Ltd 2.4 3.0 3.9 4.6
Wii Nintendo Co Ltd 15.3 12.3 7.1 3.7
Serioux Network One 1.6 1.8 1.7 2.0
Distribution SRL
Sony PlayStation Sony Corp 13.5 11.7 4.7 1.8
Portable
Nintendo DS Nintendo Co Ltd 4.7 4.1 1.7 1.0
Wii Remote Nintendo Co Ltd 1.3 1.2 1.1 1.0
Hama Hama GmbH & CO KG 1.2 1.1 1.0 0.9
Kinect Microsoft Corp 0.8 0.8 0.7 0.7
Sony PlayStation Move Sony Corp 0.5 0.5 0.4 0.5
Skylanders Activision Blizzard Inc - 0.5 0.5 0.5
Disney Infinity Walt Disney Co, The - 0.3 0.3 0.3
Nintendo 2DS Nintendo Co Ltd - 0.4 0.5 0.3
Logitech Logitech International SA 0.4 0.3 0.3 0.2
Samsung Gear VR Samsung Electronics - - - 0.2
(Samsung Corp) Romania SRL
Wii Fit Nintendo Co Ltd 0.2 0.2 0.1 0.1
Serioux Asesoft Distribution - - - -
Others Others 7.3 6.4 6.2 5.8
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9 NBO Company Shares of Video Games Software: % Value 2011-2015

% retail value rsp


Company 2011 2012 2013 2014 2015

Activision Blizzard Inc 24.6 24.5 23.7 23.7 21.2


Electronic Arts Inc 16.1 14.5 15.4 15.3 16.1

Euromonitor International
VIDEO GAMES IN ROMANIA Passport 11

Ubisoft SRL 9.6 7.7 8.1 8.4 8.4


Valve Corp 2.8 4.8 4.8 4.8 5.0
Gameloft Romania SRL 1.3 1.9 2.1 2.8 3.0
RockStar Games Corp 3.0 2.0 2.1 2.2 3.0
NCsoft Corp 1.8 3.3 3.3 3.1 2.9
Nintendo Co Ltd 1.9 1.7 1.8 1.9 2.2
CCP Games Co 1.0 1.8 2.1 2.0 2.0
Square Enix Co Ltd 1.2 1.8 1.7 1.5 1.4
Sony Corp 1.1 1.1 1.2 1.2 1.2
Sega Sammy Holdings Inc 1.9 1.6 1.5 1.3 1.1
OnLive Ltd 0.8 1.3 1.0 0.9 0.9
Mojang AB - 0.0 0.1 0.4 0.8
2K Games Inc 1.1 0.5 0.4 0.3 0.7
Warner Bros 0.5 0.4 0.4 0.5 0.6
Entertainment Inc
NHN Corp 1.1 1.5 0.9 0.6 0.6
King Digital - - 0.2 0.4 0.5
Entertainment Plc
Microsoft Corp 0.4 0.4 0.4 0.4 0.4
Take-Two Interactive 0.1 0.1 0.2 0.2 0.3
Software Inc
Codemasters Software Co 0.5 0.6 0.4 0.3 0.3
Bethesda Game Studios 0.2 0.2 0.2 0.2 0.3
Rockstar Games Inc 0.2 0.2 0.3 0.3 0.2
Firemint Pty Ltd 0.1 0.2 0.2 0.2 0.2
Halfbrick Studios Pty Ltd 0.0 0.1 0.1 0.2 0.2
Epic Games Inc 0.1 0.2 0.2 0.2 0.1
Rovio Entertainment Ltd 0.1 0.2 0.3 0.2 0.1
Konami Corp 0.1 0.0 0.0 0.0 0.0
Trion Worlds Inc 0.2 0.2 0.0 0.0 0.0
Walt Disney Co, The 0.0 0.0 0.0 0.0 -
Others 28.0 27.1 27.0 26.5 26.4
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 10 LBN Brand Shares of Video Games Software: % Value 2012-2015

% retail value rsp


Brand (GBO) Company (NBO) 2012 2013 2014 2015

World of Warcraft Activision Blizzard Inc 14.5 13.2 13.2 10.8


Call of Duty Activision Blizzard Inc 5.2 5.7 5.8 5.9
Assassin's Creed Ubisoft SRL 4.2 4.5 4.5 4.6
(Ubisoft
Entertainment SA)
DOTA Valve Corp 4.1 4.1 4.2 4.3
Fifa Electronic Arts Inc 3.2 3.4 3.4 3.3
Need for Speed Electronic Arts Inc 3.7 3.6 3.4 3.2
Lineage NCsoft Corp 2.2 2.5 2.4 2.4
Grand Theft Auto RockStar Games Corp 0.9 1.2 1.5 2.3
(Take-Two
Interactive
Software Inc)
Eve Online CCP Games Co 1.8 2.1 2.0 2.0
Star Wars: The Old Electronic Arts Inc 1.2 1.7 1.6 1.8
Republic
Starcraft Activision Blizzard Inc 1.9 1.9 1.8 1.7
Final Fantasy Square Enix Co Ltd 1.7 1.6 1.5 1.4

Euromonitor International
VIDEO GAMES IN ROMANIA Passport 12

The Sims Electronic Arts Inc 1.9 1.7 1.5 1.3


Star Wars Battlefront Electronic Arts Inc - - - 1.2
Total War Sega Sammy Holdings Inc 1.4 1.2 1.1 0.9
OnLive OnLive Ltd 1.3 1.0 0.9 0.9
Diablo Activision Blizzard Inc 0.8 0.9 0.9 0.9
Minecraft Mojang AB - - 0.4 0.8
(Microsoft Corp)
Steam Valve Corp 0.8 0.6 0.6 0.7
Watch Dogs (Ubisoft Ubisoft SRL - - 0.6 0.6
Entertainment SA)
Archlord NHN Corp 1.5 0.9 0.6 0.6
Candy Crush Saga King Digital - 0.2 0.4 0.5
Entertainment Plc
Guild Wars NCsoft Corp 1.1 0.9 0.6 0.5
(ArenaNet, LLC)
God of War Sony Corp 0.5 0.6 0.6 0.4
Battlefield Electronic Arts Inc 0.3 0.4 0.4 0.4
Medal of Honor Electronic Arts Inc 0.8 0.7 0.5 0.4
Grand Theft Auto Take-Two Interactive 0.1 0.2 0.2 0.3
Software Inc
Far Cry (Ubisoft Ubisoft SRL 0.3 0.4 0.3 0.3
Entertainment SA)
Dirt Codemasters Software Co 0.6 0.4 0.3 0.3
Halo Microsoft Corp 0.3 0.3 0.3 0.3
Others Others 43.7 44.3 44.4 45.2
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 11 Distribution of Video Games by Format: % Value 2010-2015

% retail value rsp


2010 2011 2012 2013 2014 2015

Store-Based Retailing 76.8 71.8 63.0 61.2 59.7 57.9


- Grocery Retailers 15.6 15.1 13.6 13.8 13.9 13.9
-- Modern Grocery 15.6 15.1 13.6 13.8 13.9 13.9
Retailers
--- Convenience Stores - - - - - -
--- Discounters - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets 15.6 15.1 13.6 13.8 13.9 13.9
--- Supermarkets - - - - - -
-- Traditional Grocery - - - - - -
Retailers
- Mixed Retailers - - - - - -
-- Department Stores - - - - - -
-- Mass Merchandisers - - - - - -
-- Variety Stores - - - - - -
-- Warehouse Clubs - - - - - -
- Non-Grocery Specialists 61.3 56.7 49.4 47.4 45.8 43.9
-- Electronics and 38.1 36.8 33.1 33.2 32.9 32.0
Appliance Specialist
Retailers
-- Health and Beauty - - - - - -
Specialist Retailers
-- Home and Garden - - - - - -
Specialist Retailers
-- Leisure and Personal 19.2 17.0 15.1 13.6 12.8 11.8

Euromonitor International
VIDEO GAMES IN ROMANIA Passport 13

Goods Specialist
Retailers
--- Sports goods stores - - - - - -
--- Traditional Toys - - - - - -
and Games Stores
--- Media Products Stores 19.2 17.0 15.1 13.6 12.8 11.8
--- Other Leisure and - - - - - -
Personal Goods
Specialist Retailers
-- Other Non-Grocery 3.9 2.9 1.2 0.5 0.2 0.1
Specialists
Non-Store Retailing 23.2 28.2 37.0 38.8 40.3 42.1
- Vending - - - - - -
- Homeshopping - - - - - -
- Internet Retailing 23.2 28.2 37.0 38.8 40.3 42.1
- Direct Selling - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 12 Distribution of Video Games Hardware by Format: % Value 2010-2015

% retail value rsp


2010 2011 2012 2013 2014 2015

Store-Based Retailing 92.0 91.0 90.0 88.5 86.0 84.0


- Grocery Retailers 15.0 16.0 16.5 16.5 16.6 16.8
-- Modern Grocery 15.0 16.0 16.5 16.5 16.6 16.8
Retailers
--- Convenience Stores - - - - - -
--- Discounters - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets 15.0 16.0 16.5 16.5 16.6 16.8
--- Supermarkets - - - - - -
-- Traditional Grocery - - - - - -
Retailers
- Mixed Retailers - - - - - -
-- Department Stores - - - - - -
-- Mass Merchandisers - - - - - -
-- Variety Stores - - - - - -
-- Warehouse Clubs - - - - - -
- Non-Grocery Specialists 77.0 75.0 73.5 72.0 69.4 67.2
-- Electronics and 60.0 60.0 60.5 59.5 58.3 57.3
Appliance Specialist
Retailers
-- Health and Beauty - - - - - -
Specialist Retailers
-- Home and Garden - - - - - -
Specialist Retailers
-- Leisure and Personal 14.0 13.0 12.0 11.5 10.8 9.7
Goods Specialist
Retailers
--- Sports goods stores - - - - - -
--- Traditional Toys - - - - - -
and Games Stores
--- Media Products Stores 14.0 13.0 12.0 11.5 10.8 9.7
--- Other Leisure and - - - - - -
Personal Goods
Specialist Retailers

Euromonitor International
VIDEO GAMES IN ROMANIA Passport 14

-- Other Non-Grocery 3.0 2.0 1.0 1.0 0.3 0.2


Specialists
Non-Store Retailing 8.0 9.0 10.0 11.5 14.0 16.0
- Vending - - - - - -
- Homeshopping - - - - - -
- Internet Retailing 8.0 9.0 10.0 11.5 14.0 16.0
- Direct Selling - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 13 Distribution of Video Games Software by Format: % Value 2010-2015

% retail value rsp


2010 2011 2012 2013 2014 2015

Store-Based Retailing 70.9 64.1 53.9 51.2 49.1 46.6


- Grocery Retailers 15.8 14.7 12.6 12.8 12.8 12.7
-- Modern Grocery 15.8 14.7 12.6 12.8 12.8 12.7
Retailers
--- Convenience Stores - - - - - -
--- Discounters - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets 15.8 14.7 12.6 12.8 12.8 12.7
--- Supermarkets - - - - - -
-- Traditional Grocery - - - - - -
Retailers
- Mixed Retailers - - - - - -
-- Department Stores - - - - - -
-- Mass Merchandisers - - - - - -
-- Variety Stores - - - - - -
-- Warehouse Clubs - - - - - -
- Non-Grocery Specialists 55.1 49.5 41.3 38.3 36.4 33.9
-- Electronics and 29.6 27.6 23.9 23.6 22.7 21.1
Appliance Specialist
Retailers
-- Health and Beauty - - - - - -
Specialist Retailers
-- Home and Garden - - - - - -
Specialist Retailers
-- Leisure and Personal 21.3 18.6 16.1 14.4 13.6 12.7
Goods Specialist
Retailers
--- Sports goods stores - - - - - -
--- Traditional Toys - - - - - -
and Games Stores
--- Media Products Stores 21.3 18.6 16.1 14.4 13.6 12.7
--- Other Leisure and - - - - - -
Personal Goods
Specialist Retailers
-- Other Non-Grocery 4.3 3.2 1.2 0.4 0.1 0.1
Specialists
Non-Store Retailing 29.1 35.9 46.1 48.8 50.9 53.4
- Vending - - - - - -
- Homeshopping - - - - - -
- Internet Retailing 29.1 35.9 46.1 48.8 50.9 53.4
- Direct Selling - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0

Euromonitor International
VIDEO GAMES IN ROMANIA Passport 15

Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 14 Forecast Sales of Video Games by Category: Value 2015-2020

RON million
2015 2016 2017 2018 2019 2020

Video Games Hardware 112.5 128.5 139.9 149.1 158.8 165.4


- Hand-held Consoles 21.0 21.1 20.4 18.9 16.9 14.7
- Static Consoles 80.6 95.2 106.1 116.0 126.3 134.3
- Gaming Accessories 10.9 12.1 13.3 14.3 15.6 16.4
-- Toys-to-Life 1.0 1.1 1.3 1.4 1.6 1.8
-- AR/VR Headsets 0.2 0.5 0.8 1.1 1.7 1.9
-- Other Gaming 9.7 10.5 11.2 11.8 12.3 12.7
Accessories
Video Games Software 260.4 284.3 306.0 326.0 346.2 364.0
- Video Games Software 127.9 137.5 146.7 155.5 164.0 170.8
(Physical)
-- Computer Games 73.9 76.2 78.3 80.2 81.9 83.6
(Physical)
-- Console Games 54.0 61.3 68.4 75.4 82.1 87.3
(Physical)
- Video Games Software 132.5 146.8 159.3 170.5 182.2 193.2
(Digital)
-- Computer Games 22.3 26.6 30.9 34.7 38.7 42.6
(Digital)
-- Console Games 6.7 8.1 9.6 10.8 12.5 13.9
(Digital)
-- Online Games 69.8 73.1 76.3 79.5 82.5 85.2
-- Mobile Games 33.7 39.0 42.5 45.5 48.6 51.5
- Video Games Software 260.4 284.3 306.0 326.0 346.2 364.0
by Platform
-- Console Games 60.7 69.4 78.0 86.1 94.6 101.1
-- Computer Games 96.2 102.8 109.2 114.8 120.6 126.2
-- Online Games 69.8 73.1 76.3 79.5 82.5 85.2
-- Mobile Games 33.7 39.0 42.5 45.5 48.6 51.5
- Video Games Software 260.4 284.3 306.0 326.0 346.2 364.0
by Format
-- Video Games Software 171.9 184.0 196.0 207.2 219.1 228.6
(Game Sales)
-- Video Games Software 88.5 100.3 110.0 118.8 127.1 135.4
(In-Game Purchases)
Video Games 372.9 412.7 445.9 475.1 505.0 529.4
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 15 Forecast Sales of Video Games by Category: % Value Growth 2015-2020

% constant value growth


2015/2016 2015-20 CAGR 2015/20 TOTAL

Video Games Hardware 14.2 8.0 47.1


- Hand-held Consoles 0.8 -6.8 -29.8
- Static Consoles 18.2 10.8 66.7
- Gaming Accessories 10.7 8.4 50.0
-- Toys-to-Life 17.5 12.8 82.5

Euromonitor International
VIDEO GAMES IN ROMANIA Passport 16

-- AR/VR Headsets 104.3 52.4 721.2


-- Other Gaming Accessories 7.8 5.5 30.9
Video Games Software 9.2 6.9 39.8
- Video Games Software (Physical) 7.5 6.0 33.6
-- Computer Games (Physical) 3.2 2.5 13.1
-- Console Games (Physical) 13.5 10.1 61.6
- Video Games Software (Digital) 10.7 7.8 45.8
-- Computer Games (Digital) 19.1 13.8 90.9
-- Console Games (Digital) 20.2 15.6 106.7
-- Online Games 4.8 4.1 22.1
-- Mobile Games 15.6 8.8 52.8
- Video Games Software by Platform 9.2 6.9 39.8
-- Console Games 14.2 10.7 66.6
-- Computer Games 6.9 5.6 31.2
-- Online Games 4.8 4.1 22.1
-- Mobile Games 15.6 8.8 52.8
- Video Games Software by Format 9.2 6.9 39.8
-- Video Games Software (Game Sales) 7.0 5.9 33.0
-- Video Games Software (In-Game 13.4 8.9 53.0
Purchases)
Video Games 10.7 7.3 42.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Euromonitor International