Ubi Soft goes direct, parts with JOAG

Ubi Soft goes direct, parts with JOAG

Games publisher Ubi Soft is moving into the distribution business, parting ways with distributor Jack of All Games (JOAG) in favour of the direct sales model to retail stores.

The new strategy will launch the company into the distribution arena, allowing Ubi Soft the flexibility to distribute third-party titles throughout Australia.

According to Jack of All Games' operations manager for SE Asia, James Ellingford, the relationship between the two companies remains "fairly amicable" despite the split. JOAG has had a couple of supply issues in recent months,but these were "standard business issues" such as inventory management rather than ongoing problems, according to Ellingford.

"Moving into distribution is the next logical step for Ubi Soft. They have grown tremendously in the past 18 months," he said. "Their product offering has increased significantly."

Ellingford likened the company's expansion to that of JOAG, when the company changed its name from Directsoft.

"Like any expansion there will be growing pains, but we wish them every success."

As of the beginning of this month, Ubi Soft has appointed a team of sales agents to service the likes of Harvey Norman and independent games retailers.

The company now has software distribution in its sights and its regional agents look set to reap the benefits. These agents include Bryan Reed Enterprises in NSW and the ACT, Graylyn Agencies in Qld, Foz Connect in Vic, Rundle Agencies in SA and NT and Halcyon Agencies in WA.

"This is a positive move for Ubi Soft Australia and the next step in its growth towards being a major distributor," said general manager of Ubi Soft Australia, Darren Macbeth. "The sales agents give us an instant, experienced sales force that can handle the great range of titles."

He also thanked JOAG for its support over the years.

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