Electronic Arts Opens Moscow Office, Plans Russian Expansion

Author: by Staff

Electronic Arts has announced the creation of a new EA entity in Russia, with a new Moscow office established to directly serve Russian consumers and retailers, continuing the company's growth strategy in Central and Eastern Europe. According to an official statement, the EA Russia office "...will focus on bringing more localized game offerings to Russian players, more direct engagement with the gaming community and greater collaboration with retail partners." The company also revealed that two of EA's most popular franchises among Russian consumers, Need for Speed and FIFA Football, will launch in fully localized Russian versions for the PlayStation 3 and Xbox 360, adding to the company's existing portfolio of games localized in Russian for the PC. The Russian video game market is estimated at $250 million today, and is expected to more than double in the next three to five years. An increasing number of gaming consoles, PCs and game-enabled mobile phones will encourage the trend, along with compelling games content and a vibrant retail environment. "Russia represents a significant opportunity for the games industry," said Peter Laughton, EA Vice President and General Manager of Central and Eastern Europe. "This is a very dynamic marketplace, with a world class retail environment and consumers who have the intellect and appetite for interactive entertainment. We're looking forward to bringing tailored offerings to Russian consumers that incorporate local language, music, and celebrities into some of our most popular titles".