Jason Jeffries
09 February 2012
Game developers in the U.K. are starting to transition away from selling games in stores to offering downloadable games to cater to online shoppers.
A recent survey from TIGA found 67 percent of U.K. game developers are working exclusively or in part on network gaming, offering new products to mobile, multiplayer, social and online gamers. Just 33 percent of U.K. game companies work exclusively on traditional retail games, as more developers are finding profits in the downloadable game sector.
In addition, 71 percent of start-ups between 2008 and 2011 were focused exclusively on network gaming, with only 10 percent working on both network and retail gaming. A mere 19 percent of these new U.K. game developers work exclusively with in-store retailers.
"Online gaming can deliver greater company stability and revenue sustainability for studios," said Patrick O'Luanaigh, chairman of TIGA's self-publishing committee. "This is because studios can circumvent traditional publisher business models and build relationships directly with customers."
According to Gamasutra, many gaming retailers refusing to create an online presence are suffering significant losses.With network gaming poised for growth and many consumers opting to make purchases online, it seems video game sellers can benefit as much from multichannel and ecommerce options as other types of businesses.
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