As an EU citizen I also have to say the Digital Single Market [1] was a good idea but bad in execution.
I work at a video game publisher and you can see that in prices where people in Bulgaria, Croatia, Hungary etc. have to pay the same price as people in Sweden, Finland, Denmark etc. You can't discriminate positively, so all the new AAA games ended up 60€. So of course in poorer countries the piracy is higher EVEN THOUGH people would be willing to buy it but regional pricing is basically outlawed for the European Union. iirc Valve/Steam also had some problems with this in the past, they used to have different prices for EU countries but they had to stop that.
We can set prices lower for CIS countries, or say Moldova, Turkey etc. but not for EU.
To be absolutely clear: as I understand it, the law you're talking about currently doesn't apply to media content, including digital games. From the official FAQ to that law: "For online services related to non-audiovisual works protected by copyright (such as e-books,
video games, music and software), the non-discrimination provision – i.e. the obligation to
allow foreign customers to access and benefit from the same offers as local customers – does
not apply under the Regulation."
Also, the law prevents you from blocking or charging customers to customers accessing your service from an EU country different from the one in which you're established. So in your example, you could set the price as low as you like for Bulgarians, you just can't block Swedish people from visiting your games store online, or try to charge that Swedish person more.
I work at a video game publisher and you can see that in prices where people in Bulgaria, Croatia, Hungary etc. have to pay the same price as people in Sweden, Finland, Denmark etc. You can't discriminate positively, so all the new AAA games ended up 60€. So of course in poorer countries the piracy is higher EVEN THOUGH people would be willing to buy it but regional pricing is basically outlawed for the European Union. iirc Valve/Steam also had some problems with this in the past, they used to have different prices for EU countries but they had to stop that.
We can set prices lower for CIS countries, or say Moldova, Turkey etc. but not for EU.
1, https://en.wikipedia.org/wiki/Digital_Single_Market