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Two Weeks For A Russian Launch? Lose 50 Percent Of Your Sales
Two Weeks For A Russian Launch? Lose 50 Percent Of Your Sales Exclusive
December 8, 2011 | By Staff

December 8, 2011 | By Staff
More: Console/PC, Exclusive, Business/Marketing

In a new Gamasutra feature on the challenges and opportunities of selling games in the Russian market, 1C's Nikolay Baryshnikov says that a delay in releasing a fully localized product can have major consequences.

The country is viewed as a haven for piracy, but Baryshnikov, 1C's VP of interactive entertainment, says that gamers enthusiastically pick up PC games that are released, localized into Russian, and simultaneously with the rest of the world's launches.

"If your game is released here one week later than in the rest of the world, expect to lose 20 to 30 percent of your sales. If it's two to four weeks late, expect to lose 50 percent of sales," he says.
"Local gamers won't wait for a game; they would rather download a pirated version. So a simultaneous launch with the worldwide release date is absolutely crucial."

This echoes statements recently made by Valve's Gabe Newell, who said the country is the company's second biggest territory in Europe, after Germany.

Success also demands full localization into Russian; non-localized games sell one-tenth as well, Baryshnikov says. Games that are badly translated and are obviously a product of some other country will not receive an enthusiastic welcome.

The full feature, which has comments from analyst Peter Warman and GamersFirst's Rahul Sandil is live now on Gamasutra.

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Evgeniy Gatsalov
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Publishing games in Russia via big publishers such is 1C is worth it. Because they take a fairly effective anti-piracy measures - it's difficult to find any working pirate copy of new product. А few weeks at least.

Yuliya Chernenko
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Totaly agree, nevertheless piracy in Russia is the most favorite mean of getting a game. Especially, as computer games much more popular than console ones. Moreover, I doubt that marketing in 1C is super awesome, as for me, I even do not like the style of their web-site(mentioning specifically entertaining division).

Still, have to admit that their price policy is fair enough, as they provide the same game for different price with a little bit different features.

Nikolay Baryshnikov is right, as more players have to wait - more probability that the would download it somehow, even if it is in English language, and consequently if game was downloaded the chance that this player would go and buy it decreases rapidly. No one like to wait.

Localization - is not that great topic to discuss, cause in Russia a lot of great voices, usually you can notice this when watching a movie in Russian language, though games still have a lack of professionals. Sometimes it is better just to translate subtitles and leave the voice to be original. (Skyrim is one of the best localization i heard till now and ME and DAO is the worst)