EA opens Russian office

Electronic Arts has announced the creation of a new office to directly serve Russian consumers and retailers.

The Moscow-based team will focus on bringing more localized game offerings to Russian players. Two of EA's most popular franchises among Russian consumers, Need for Speed and FIFA Football, will launch for the Xbox 360 and PS3 later this year in fully localized Russian versions.

âRussia represents a significant opportunity for the games industry,â said Peter Laughton, EA vice president and general manager of central and eastern Europe. âThis is a very dynamic marketplace, with a world class retail environment and consumers who have the intellect and appetite for interactive entertainment."

"Weâre looking forward to bringing tailored offerings to Russian consumers that incorporate local language, music, and celebrities into some of our most popular titles,â Laughton said.

The value of the Russian video game market is estimated at USD 250 million, but it is expected to more than double in the next three to five years.