JAN. 13, 2010 • Russia-based 1C Company’s international director of publishing Darryl Still told MCV that retailers were the root cause of shifting more PC games to digital distribution. Mr. Still maintained that far too many retailers are reducing PC game inventory, and those titles they do carry are shifted out-of-sight to the back of the store. “There is still demand, but retail is forcing PC games out. Digital is fantastic, and we’re very pleased with it. But it is not us as the developers and publishers driving products to digital – it is  because the options for the PC at retail are so limited,” he pointed out. Still expects most PC game sales may be digital as early as 2011.

Impact: Eastern Europe has always had a very strong PC game culture.  In parts of Central and Eastern Europe it has been common to have retail stores with entire sections dedicated to such genres as turn-based strategy.  The fact that the PC game industry in those areas seems to be rapidly moving to digital distribution is an indication that the market has truly reached the tipping point where the focus is primarily on digital distribution.