Codemasters eye China market with new deals
AWEST Midlands games company is hoping to tap into the lucrative Chinese market after signing new publishing deals.
Codemasters specialises in motorsport games and is behind names such as DiRT and the Bafta-winning F1 series.
It has agreed two new partnerships with video game online games firm NetEase in Guangzhou to be the exclusive publisher for three of Codemasters’ upcoming PC titles within China.
It will invest in marketing and localising the games to accelerate their growth there.
Additionally, Codemasters has signed an agreement to develop a new mobile game for the global market. The company, which is headquartered in Southam near Leamington Spa and has offices in Birmingham and Cheshire, has been working with the Department for International Trade on annual visits to showcase its products and meet contacts there.
Toby Evan-Jones, vice-president of business development at Codemasters, said: “China is undoubtedly a key market for Codemasters and represents an exceptional growth opportunity for our business.
“During the past four years, it has been an absolute pleasure to carefully build our presence within the region, both via direct visits and trade missions. We couldn’t be happier with the NetEase partnership.
“Aligning with a world-leading developer and publisher of this calibre, who shares our vision for growing the racing game segment, shall hugely accelerate our growth within the region.”
Codemasters now exports to more than 177 countries via distribution partnerships, with a large customer base in Europe, North America, Australia and Asia. Last year it generated 87 per cent of its revenue outside of the UK.
Ian Harrison, head Midlands exports for the Department for International Trade, added: “This innovative brand is a shining example of a Midlands-based company achieving great success in China, a very important future trading partner to the UK.
“Last year was a record-breaking year for exporting in the Midlands Engine and enterprises such as Codemasters are key to the country’s economy.
“Overseas consumers are increasingly looking to British expertise and premium technology products.
“We’re starting to show what a real international trade department can deliver for the UK in jobs and investment.”