Nintendo struggles in Russia
According to GFI head of international licensing and acquisition, Inna Bukatina, Nintendo continues to “struggle” in the Russian market despite being the clear leader in every other market.
“Firstly people in Russia prefer products that are more universal, that can be used for a number of different purposes. For example, a PlayStation 3 or PlayStation Portable can be used for games, or films, and so on.”
“But the Wii is only for games, and for very specific kinds of games. The gaming society in Russia is pretty young, and I remember when Nintendo attempted to attract more people from older demographics - they put on their last slide a babushka, an old woman, in a headscarf sitting in the countryside and playing on a DS… but actually it’s very hard to see that really happening in Russia,” Bukatina says.
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