Theale, UK 21st May 2025 - Warner Bros. Entertainment and PLAION today announced the expansion of their physical games distribution agreement to include the Italian market. This extension builds on PLAION’s existing distribution responsibilities across Australia, New Zealand, the Nordics, Germany, Switzerland, Austria, and Spain. The agreement covers Warner Bros. Games’ entire back catalogue as well as all upcoming releases. Effective immediately, PLAION will manage all physical games trade activities throughout Italy.
VP PLAION Partners, Craig McNicol, stated, “We are honoured to expand our partnership with Warner Bros. Games into Italy. This development reflects the strength of our collaboration and our continued focus on delivering exceptional results in each territory we serve.”
PLAION will oversee a comprehensive distribution and retail sales operation in the Italian market, covering all aspects of physical games logistics. In addition, PLAION will lead a robust trade marketing program, including the execution of retail campaigns, in-store promotional placements, and coordinated marketing support. Warner Bros. Games will continue to lead public relations, social media, community engagement, and consumer facing marketing initiatives.
This partnership marks another step in both companies’ commitment to the physical games market, bringing world class entertainment experiences to players.
PLAION is a dynamic and diversified business in the global entertainment sector, masterfully crafting franchises that captivate audiences worldwide. Boasting a vast network of eight game development studios, fifteen regional publishing offices, three game publishing labels including Deep Silver, and PLAION PICTURES as an independent film publisher and distributor, the company extends its influence with merchandise production and expansive distribution capabilities across the globe.
Founded three decades ago, PLAION has firmly established itself within the entertainment arena. With a diverse range of services and solutions, PLAION stands as the premier publishing partner for console and PC games across both physical and digital channels. Moreover, its strong foothold in the Virtual Reality (VR) domain highlights the company's commitment to varied gaming experiences.
PLAION is an Embracer Group company.
About Warner Bros. Entertainment
Warner Bros. Games is a part of Global Streaming and Games for Warner Bros. Discovery and a premier worldwide publisher, developer and licensor of entertainment content for the interactive space across all platforms, including console, handheld, mobile and PC-based game titles. Additional information can be found at WBGames.com.