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BGF 2011 - European market

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  • Also Shakes & Fidget, Wurzel Imperium, The Settlers Online, Habbo, Grepolis, Kapi Hospital, Free Aqua Zoo…Lag in Facebook adoption : Bigpoint « Rama » series, Goodgame studiosVery mature market : older, more mainstream audience developedExtreme competition on young male and middle age female segments
  • Also Exoplanet War, Stardoll, Oh my Dollz, Skyrama, Grepolis, Habbo, Urban RivalsStrength of teenage audienceVery «flat » market, lots of games with healthy popStrong domestic players : Beemoov, Feerik, Owlient, Boostr, Many Players, Motion Twin…
  • Also Exoplanet War, Runescape, Roblox, Habbo, EvonyMarket strongly dominated by kids/teens titles : also Roblox, Runescape, Habbo…Also relatively flat marketMuch closer to US market than EU ones : no strong position for Bigpoint, Innogames, Travian
  • Also Urban Rivals, Smeet, Goal UnitedLow traffic numbers compared to population Lack of middle position games Travian much ahead Teenager audience majoritary, younger audience even on Farmerama
  • Also Grepolis, Stardoll, Seafight, Eredanstrong Bigpoint presence, even on their old games Huge success of Comunio, even more than Germany Good position of Club Penguin
  • Also Zoo Mumba, Grepolis, Travian, HowrseRelatively young audience, even for Farmerama Very late on Facebook : can explain the success of social-types games
  • Also Grepolis, Skyrama, Runescape, Travian
  • Also Travian, Howrse, AQ Worlds
  • Bigpoint/Sulake partnerships with local media, Bigpoint affiliate program, Bigpoint/Sulake offices, Stardoll local agencies,Local content : Stardoll/Habbo(Otto clothing, local pop stars) , Common mythology (Greek, Roman)Local social networks : Hyves, Nazsa_Klasa, Tuenti… also games are less developed -> countries with lower FB penetration (Germany, Poland) might present better browser games opportunities.Focus on office, kids and traditional PC genresFocus on territories where tablets/smartphones are less present (for browser games)
  • Too local content : eg soccer management game centered on one country, Virtual Regatta, a UK cricket gameRestrictive IP: Local buzz, sudden growth : Pennergame, Ma Bimbo : very provocative, bad-taste games. Viral-based growth : Runescape issueLocal competitors: Club Penguin/Panfu

Transcript

  • 1. Browser games in Europe :trends & specificities by territory Diane Lagrange - ICO Partners
  • 2. Me
  • 3. Disclaimer• All numbers are estimates• Data is from October 2011
  • 4. Germany Title Genre Publisher Main DUV est Audience 1 Farmerama Management Bigpoint Female 570k 25/44 2 Comunio Sport Comunio Male 130k Management 18/34 3 Travian Strategy Travian Male 120kPopulation - 82M Games 15/25 4 Skyrama Management Bigpoint Female 120k 25/44Broadband Connections 5 My Free Management Upjers Female 100k75% hh Farm 25/44FB penetration : 26% pop •Lag in Facebook adoption •Very mature market •Extreme competition
  • 5. France Title Genre Publisher Main DUV est Audience 1 Farmerama Management Bigpoint Female 260k 25/44 2 The Settlers Strategy/Man Ubisoft Male 250k Online agement 18/34Population - 63M 3 Travian Strategy Travian Male 200k Games 13/17 4 sMeet Virtual World sMeet Female 200kBroadband connections 13/1767% hh 5 Ma Bimbo Fashion Beemoov Female 150k 8/13FB penetration : 36% pop •Strength of teenage audience •Very «flat » market, lots of games with healthy pop •Strong domestic players
  • 6. United Kingdom Title Genre Publisher Main DUV est Audience 1 Moshi Virtual world Mind Female 7- 350k Monsters Candy 11 2 Club Penguin Virtual World Disney Kids 6/14 250k 3 Bin Weevils Virtual World Bin Kids 7/12 210kPopulation - 62M Weevils 4 Stardoll Fashion Stardoll Female 100k 11/17Broadband connections 5 Moviestar Fashion Moviestar Female 80k69% hh Planet Planet 9/13FB penetration : 49% pop •Market strongly dominated by kids/teens titles •Also relatively flat market •Much closer to US market than EU ones
  • 7. Italy Title Genre Publisher Main DUV est Audience 1 Travian Strategy Travian Male 200k Games 13/17 2 Farmerama Management Bigpoint Female 75k 15/25Population - 60M 3 Stardoll Fashion Stardoll Female 40k 9/16 4 Grepolis Strategy Innogam Male 35kBroadband connections es 13/1749% hh 5 Shakes & RPG Playa Male 35k Fidget 13/17FB penetration : 35% pop •Low traffic numbers compared to population • Lack of middle position games • Teenager audience majoritary
  • 8. Spain Title Genre Publisher Main Est DUV Audience 1 Comunio Sport Comunio Male 150k Management 18/34 2 Farmerama Management Bigpoint Female 120kPopulation - 46M 25/44 3 Club Penguin Virtual World Disney Kids 6/14 75kBroadband connections 4 Dark Orbit Strategy Bigpoint Male 60k57% of the households 15/25 5 Habbo Virtual World Sulake Male 50kFB penetration : 33% 13/17 • strong Bigpoint presence • Huge success of Comunio • Good position of Club Penguin
  • 9. Poland Title Genre Publisher Main DUV est Audience 1 Farmerama Management Bigpoint Female 250k 18/34 2 Stardoll Fashion Stardoll Female 70k 13/17Population - 38M 3 Shakes& RPG Playata Male 70k Fidget 13/17Broadband connections 4 Moviestar Fashion Moviestar Female 70k Planet Planet 9/1357% hh 5 Plemiona/ Strategy Innogames Male 50k Tribal Wars 13/17FB penetration: 18% • Relatively young audience • Low Facebook penetration
  • 10. Netherlands Title Genre Publisher Main DUV est Audience 1 Online Soccer Sport Gamebasics Male 70k Manager NL Management 13/17 2 Farmerama Management Bigpoint Female 70k 25/44Population - 17M 3 Moviestar Fashion Moviestar Female 60k Planet Planet 9/13Broadband connections 4 Go Fashion WatAgame Female 50k Supermodel 10/1680% hh 5 Habbo Virtual World Sulake Teens 50k 13/17FB penetration: 32% • Kind of mix between German and Scandinavian market • Bigpoint, Innogames as well as Scandinavian fashion games •Different audiences
  • 11. Nordic Countries Title Genre Publisher Main DUV est Audience 1 Moviestar Fashion Moviestar Female 300k Planet Planet 9/13 2 Go Fashion WatAfgame Female 200k Supermodel 10/16Population - 25M 3 Habbo Virtual World Sulake Teens 60k 13/17Broadband connections 4 Panfu Virtual World Young Kids 6/14 50k Internet76-83% hh 5 Stardoll Fashion Stardoll Female 50k 13/17FB penetration: 50-55%, exc.39% in Finland • Similarly to UK market, skewed towards a young age • Local companies very strong here • Bigpoint, Innogames inexistent
  • 12. Best internationalisation strategies• Partnering with local media/portals• Harnessing affiliate power• Opening local offices• Develop local content• Use local social networks• Critical mass issues
  • 13. Internationalisation limitation factors• Too niche local content• Restrictive IP• Local good or bad PR, sudden growth• Viral-based growth• Strong preexisting local competitors (or copycats)
  • 14. Q&A
  • 15. ICO Partners products European office locations • 34 pages, pdf format • General data on European countries (tax rates, average salaries, cost of employment) • Detailed review of key locations (France, UK, Netherlands, Germany, Ir eland, Luxembourg) Download the sample
  • 16. ICO Partners services Pan-European dedicated PR • Online games focus • Pan-European coverage • Specialized media communication • Promotional activities (beta key distribution, events) Find out more about ICO Media
  • 17. ICO Partners services Bespoke consulting • European strategy planning • Operations set-up process • Team set-up recommendations • Products evaluations • Market intellirgence Find out more about ICO Partners
  • 18. Thank you!diane@icopartners.comwww.slideshare.net/ICOPartnerswww.icopartners.com/blog@icodianewww.facebook.com/icopartners