Report Published: "Video Games in Russia"

From: Fast Market Research, Inc.
Published: Fri Nov 06 2015

There was a surge in the ownership of tablets and smartphones towards the end of the review period, thanks to the widening availability of affordable options. Tablets saw household penetration rise from just 9% in 2012 to 28% in 2014. Meanwhile smartphones were present in the majority of homes by the end of the review period with 68% household penetration rate in 2014, up from just 38% in 2012. These trends resulted in a dramatic rise in the number of consumers online, with almost 71% of the population using the internet in 2014, up from just 29% share in 2009. These trends created the perfect conditions for digital gaming to grow at the end of the review period, with overall current value sales rising by 31% in 2014 over the previous year.

Competitive Landscape

Sony Electronics is the clear leader in video games and accounted for an impressive value share of almost 23% in 2014. the company's strength is primarily due to its PlayStation range and associated software. This brand benefits from strong consumer awareness and loyalty and ongoing new product development. The most significant launch of 2013 in video games was indeed PlayStation 4, with this primarily having an impact on 2014 shares due to being launched at the end of November in the year. This launch benefited from a strong focus on power and interactivity, with an emphasis on social game-play. It thus tapped in to consumer demands and proved immediately successful, soaring to 8% value share in overall video games in 2014 and indeed leading overall sales. The brand that it replaced at the top was meanwhile PlayStation 3, indicating Sony's overall strength, with this brand thus dropping to second place with 6% value share. Sony also benefited from a strong presence in video games software, where it offered numerous exclusive games in the year, including Infamous: First Light, DriveClub and The Last Of Us: Remastered. Sony indeed gained a percentage point in value share in video games software in 2014 over the previous year, rising to over 6% of value.

Full Report Details at

Industry Prospects

Video games will be shaped by an ongoing surge in the ownership of smartphones and by more consumers using smartphones to go online. This trend is expected to be encouraged by marked improvements in mobile networks and connectivity in rural areas in the forecast period, which will encourage more rural consumer to opt for affordable smartphones. Indeed, even by 2015 the household penetration rate of smartphones is expected to rise to 80% respectively. This will thus result in a dramatically expanding consumer base for mobile games.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Video Games industry in Russia with research from Euromonitor's team of in-country analysts.

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