Paraodox sees retail sales as just “a bonus”

Thursday, 7 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.