While monthly NPD figures give a revealing look into US game sales, the PlayStation brand has always been a global product, loved the world over. In fact, Europe has consistently supported the PS3, even in it’s weaker months. In Russia, the PS3 has become increasingly popular as the price has fallen, but Russian gamers are still forced to wait far longer than the US or Western Europe for the latest games – something that is soon set to change.
Sony DADC’s Russian base in Borovsk is now going to start producing PS3 games. The factory was originally bought by Sony earlier in the year from Russian firm Kaluga, and began manufacturing Blu-ray discs in July. With a capacity to produce around 450,000 units per month, the facility employs around a 100 staff members and will be a key part of Sony’s Russian expansion plans. The move will “significantly decrease time to market for PS3 games and home entertainment products.”
Sony DADC Russia MD Johannes Stegfellner said:
Our mission is to support customers in their global enterprise operations and this investment in Russia completes our local operations in each of the so-called BRIC [Brazil, Russia, India and China] countries.
Today, the games and home entertainment market is truly global and with Sony DADC, our customers have the confidence that one company can support all their local and regional operations worldwide to the same high standard.
A new customer service and sales support centre has also been launched in Moscow.