Rumour: EA’s South African distribution changing…again

2 min read


For a long time, EA’s games in South Africa were the cheapest you’d find. Very nearly a year ago, we told you that would be changing – and that EA South Africa’s office would be shutting. Distribution of our EA games then moved on to Apex. Less than 12 months later, and it could be changing again.

Peg this as a rumour, but we’ve received word from no fewer than 2 independent, industry sources that Apex Interactive will no longer be distributing EA’s game. While no new distributor has been named,  likely candidates are Prima Interactive and Ster Kinekor Entertainment.

Prima already distributes Disney games, the educational Leapfrog consoles and games as well as Xbox games and hardware. They certainly know a thing or two about distribution and they’re a likely candidate.

The other name being thrown around is Ster Kinekor Entertainment, who as you know distributes PlayStation everything, along with games from Warner Bros Interactive entertainment and Bethesda, among others.

In the end, this change should mean very little to you the consumer, though margins from each distributor may differ somewhat. As I’ve iterated before, say what you will about EA and its business practices, but the company is still responsible for some great games – and it would be a shame if we were left with no local EA distribution.

EA’s Marketing Manager for South Africa has told us that he’s unaware of any distribution changes – but he understandably wasn’t all that forthcoming last year either. Prima Interactive’s Ian Hepplewhite has also stated there’s no truth to the rumour that Prima will be handling EA.

Why then, are we still posting this? Our sources are good ones – and we have an overwhelming hunch that there’s some veracity to this.

We’ve contacted all of the other relevant parties for information and will keep you updated as we hear anything from Apex and Ster Kinekor.

Last Updated: April 22, 2014

Geoffrey Tim

Editor. I'm old, grumpy and more than just a little cynical. One day, I found myself in possession of a NES, and a copy of Super Mario Bros 3. It was that game that made me realise that games were more than just toys to idly while away time - they were capable of being masterpieces. I'm here now, looking for more of those masterpieces.

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