Brazilian market segmented help to grow games

PwC consulting predicts that the formal market of electronic games (games) move more than $ 4 billion in 2016 in Brazil. Showing optimism and an eye on potential, segmented players see the peculiarities of the Brazilian market as differentials to have an expressive slice of this value and face competitors who also sell these products, such as bookstores and department stores.
Among the national particularities are the ability to sell products even after new versions are released and the rise of class c. the fact is not so common in other big markets, like United States, since older models become almost obsolete.
"We have several consumer profiles, since those who accumulate all models of video games to the Playstation 4 be released to buy the Playstation 3, for example, when the console is cheaper", says the Managing Director of Next, games retailer network, Rubens Batista Jr.
The company, which has been growing in double figures both with physical stores as with e-commerce, also explores other measures that work well in the Brazilian market, such as the possibility of buying new games giving used in the Exchange. "We bet a lot in games used, bought, accept in Exchange and resell. With that, we attract both the client who wants to buy a launch, but don't have that kind of money, as he who seeks an item cheaper ", says the Executive.
The company was acquired in July by u.s. Investment Fund 2012 Brickell Investment Fund Global LLC, which announced initial contributions of $ 30 million. Recently, the player announced his plan for expansion franchises, and plan to reach 100 points of sale in five years.
"We will open three stores later this year and, in 2014, 10 or 15 stores. In mid-2014 also begin to open our franchised units ".
Smaller companies are also keeping an eye on this market, whose sales in Brazil grew by 43% in the comparison between 2012 and 2011, according to data from GfK. The network King Games recently announced its entry in the franchise. With eight points of sale in the State of São Paulo, the forecast is for 15 openings in 2014. "Our initial focus is the metropolitan region of São Paulo, and next year we want to achieve other major capitals. The brand has a lot of potential to expand, "said the player's administrative Manager, Marcio Almeida. "We want to grow 10% this year and after the establishment of franchising, 25% 20%."
Monetizing games tabs on consumers of classes C and D, other companies prefer to bet on monetizing online games. In short, customers pay for virtual credits that can be used to increment the games.
The Rixty offers this solution, with the difference that consumers do not need to have a bank account and can pay cash. "Our focus are those who at first cannot buy an expensive console, but end up spending a monthly average of $ 160 in a free game", explains the Director of Rixty Brazil, Dennis Ferreira.
The player distributes cards with a password that allows users to put credits at the games. Are sold in places that typically offer other services, such as mobile recharge, and are around 100 thousand points of sale in Brazil, including bakeries, convenience stores, Internet cafes and newsagents. Worldwide, there are approximately 700 thousand points of sale of the company.
The product will soon be sold by major retailers, according to Fernandez. "In October we will be present in large retail units 800, on networks such as Walmart, hyper good price, Sam's Club, Extra sugar and bread."
The company grossed about $ 500 million globally in 2012 and if optimistic with the Brazilian market for online games, which should move around r $ 1.4 billion until 2016, according to the consultancy SuperData. "Here we have 3 to 4 million users and a lot of potential for growth", says the Director of Rixty.