Codemasters: To Russia With Localizations

Codemasters is eyeing emerging markets, aiming to grow in new areas primarily through region-specific, localized versions of their major titles. The company's initiatives in at that arena are beginning with Russia, as Codemasters says it will now support localized Russian language versions of its major titles, including Rise of the Argonauts, Damnation and operation Flashpoint 2: Dragon Rising Following Russia, similar full language initiatives will address the Middle East, Central and Eastern Europe, and India. Codemasters cites in particular the "scale and enthusiasm" of the Russian market for Operation Flashpoint as the key reason for beginning the localization expansion there. Russian company Noviy Disk will handle the localization and PC distribution, and Vellod will distribute the console versions. "Codemasters has targeted Russia as a front-line territory, key to our overall EMEA strategy," says Axel Herr, Codemasters' senior VP of publishing for the EMEA territories. "Localization and tailoring of content is key to our emerging market strategy and Codemasters is keen to continue leading the charge in these fast-evolving markets."