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
  • BGF 2011 - European market

    1. 1. Browser games in Europe :trends & specificities by territory Diane Lagrange - ICO Partners
    2. 2. Me
    3. 3. Disclaimer• All numbers are estimates• Data is from October 2011
    4. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 14. Q&A
    15. 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. 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. 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. 18. Thank you!diane@icopartners.comwww.slideshare.net/ICOPartnerswww.icopartners.com/blog@icodianewww.facebook.com/icopartners

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