Paraodox sees retail sales as just “a bonus”

Thursday, 7th July 2011 06:41 GMT By Brenna Hillier

PC strategy specialist Paradox Interactive has revealed it no longer needs to sell games through bricks-and-mortar retail – which apparently is good news for the “creative” part of the industry.

“This year we’re close to 90 percent of our revenue being digital. Retail sales are like a bonus for us now,” CEO Fredrik Wester told PC Gamer.

“We don’t really need retailers any more and that is a release because retailers have not been good for the industry. They’ve not been good for the creative part of the industry, for finding new cool games.”

Wester said not relying on retailers means being able to speak out on their effect on the industry.

“People complain to publishers that there are only sequels on the market, but that’s because retailers want to see sequels,” he said.

“Because they can do their chart diagrams for how things sell and things like that. So one of the things preventing more creative gaming has been the retail challenge.”

Thanks, Gamefront.



  1. Grimrita

    Well said. Although the likes of places like Amazon still play an important part I think for those still in search of a boxed copy of a game.

    The likes of the so called ‘Specialist’ retailers need to rethink that title as they arent. They are now simply 2nd hand stockists in most cases as thats all they focus on.

    You walk in to any GAME/station store and pre-owned takes pride of place due to the margins it provides. And if you can even find a PC stand, its just the same old products on the shelf – WoW/Sims and lots of budget titles.

    DD has shown that the pc market is very active and wont be driven by what retailers want to stock. It wont be long until consoles follow suit and the end of GAME/station. 3 cheers!

    #1 4 years ago
  2. BraveArse

    Have to agree. My only worry, with the console market is that at least retailers form some sort of price competition there. While PC DD is really competitive and vibrant, a console version would surely be totally captive. I guess in one way, Sony’s decision to allow publishers to set the price *should* work as a competitive mechanism, but the price of Red Faction says otherwise right now. :(

    #2 4 years ago
  3. wiking

    Whilst I agree that DD is the way forward, Paradox are a bit unusual and not really representative of the industry at large. They’re a fairly niche developer. And then there’s also the fact that they do a lot of expansions that are DD only, so they would make more money from DD over boxed.

    #3 4 years ago
  4. Grimrita

    Ive purchased a few of their games and if it wasnt for Steam, I probably wouldnt have known about their releases. Because they arent a large publisher, they would struggle to get even a single copy on the shelves of GAME/station.

    I guess it proves that DD is an opportunity for all, large and small.

    #4 4 years ago

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