Photo: Alexey Zotov/TASS
Network of home appliances and electronics “M. Video” first of the traditional retailers will begin selling in-game content. It was previously available to Russian users only on the websites of the manufacturers of console games
On the signing of appropriate agreements with partners Microsoft (Xbox) and Sony (PlayStation) company “M. Video” reported on Thursday. Its partners confirmed RBC this fact.
“The proliferation of digital content previously was available only through the internal services Xbox. Now the owners of our consoles will have another convenient way to purchase games and add-on”, — said the representative of Microsoft in Russia.
The PlayStation representative in Russia Dmitry Lazarev gave an example that among the European traditional retailers with sales of in-game content deals with Media Markt in Germany.
In the catalogue of M. Video website has a new section M. Game dedicated entirely to video games. As explained by the company M. Game is an online club and Playground, and brings together games, equipment, accessories, and groups in social networks, loyalty program “M. Video” and exclusive promotions for players. Users had the opportunity not only to buy games and add-ons on the website (this could be done before), but also to replenish the electronic purse, to issue and to renew and even purchase in-game currency for popular multiplayer games such as World of Tanks.
Until the end of the year “M. Video” plans to sell through its website to 5 thousand different items of digital content from PC and console game content, to subscriptions and wallet Smart TV and mobile apps. The current share of sales of games, consoles, and digital content in the turnover of the company does not disclose.
On the Internet pay more
In the first half of 2016 sales of “M. Video” grew by 19% compared to the same period last year, to 98.6 billion roubles (including VAT), while online sales for the same period showed an increase of 34%. Average check when selling online is higher than the average for the company. For the first six months of 2016 the average bill of the online store “M. Video” was 10 RUB 150, retail in General — 6300 RUB. Today, according to its own estimation “M. Video” occupies 40% of the video game market, 35% of the market consoles and 20% accessories.
According to the international analytical Agency NewZoo, in Russia, 70 million gamers, and 30.8 million of them are willing to spend money on the game. On average, this amount for one user is $40,95 per year.
According to the forecast of consulting company J’son & Partners Consulting, in 2016 the turnover of the games in Russia will grow by 16% and will reach $1.89 billion By the Deputy head of game direction Mail.Ru Group Basil Magurano, about 90% of the market today is game format free-to-play: you can play for free, but provides for a small regular purchases. Consoles, in his opinion, about five times less.
Profit from a partnership, which announced “M. Video”, Microsoft (Xbox) and Sony (PlayStation), will, in fact, be formed from two global sources, said Magorian. On the one hand, it is a loyal audience, which is assumed to be a new source of payment. On the other hand, a new audience, who goes to the shops “M. Video”, but before the game content is not bought. The main sales will bring existing users of Sony and Microsoft, and not new referrals, predicts the expert. “As a result, the turnover of such partnership would amount to several hundred million rubles a year” — explain Magorian.
“A new project in the sphere of the game we expect to grow from a young audience of loyal buyers of major appliances and electronics,” — said the representative of “M. Video” Valery Andreyev. According to her, today every second buyer of a segment of the game gets goods from other categories. M. Video plans to increase this figure to 90%.