JULY 4, 2008 • WALL*E is the first Xbox 360, PS3 or PSP title to be localized for the Arabic market. Based on the Disney Pixar film, the THQ UK title is being distributed in the Middle East by Pluto Games. The accessibility of the content made the game a good bet for distribution in Middle East territories where cultural sensibilities often clash with Western pop entertainment.

Impact: Distributing European market games to the Middle East, actually localizing those games in the region is something that generally isn’t done. Making a cultural blunder is always a risk, but it is likely the Middle East simply wasn’t considered important enough in revenue to make the effort. The localization of WALL*E is evidence that Middle Eastern territories can be expected to generate increasing revenue in the future.