Free to Play games in Europe - 2009

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    Notes on slide 1

    Europe defined (for the purpose of the lecture). Exclude Russia, some mentions of Turkey.

    Europe defined (for the purpose of the lecture). Exclude Russia, some mentions of Turkey.

    Europe defined (for the purpose of the lecture). Exclude Russia, some mentions of Turkey.

    Europe defined (for the purpose of the lecture). Exclude Russia, some mentions of Turkey.

    Europe defined (for the purpose of the lecture). Exclude Russia, some mentions of Turkey.

    Europe defined (for the purpose of the lecture). Exclude Russia, some mentions of Turkey.

    Out of 330+ games, not market share

    Weekly payment

    Weekly payment

    Bundle + Special offers

    Bundle + Special offers

    Bundle + Special offers

    Bundle + Special offers

    Bundle + Special offers

    Bundle + Special offers

    Bundle + Special offers

    Out of 280+ games, not market share

    Out of 280+ games, not market share

    182 companies studied

    14 Favorites

    Free to Play games in Europe - 2009 - Presentation Transcript

    1. Free to Play games in Europe Thomas Bidaux ICO Partners
    2. Presentation
      • Thomas BIDAUX
        • France Telecom
        • NCsoft Europe
        • ICO Partners
      • Who are you?
    3. Introduction
      • Free to play games in Europe…
      • Europe
      • Free to play games defined
          • Freemium & Micro Transactions games
          • Excluding Facebook games, Casual (Try before you buy) and free games (flash light games not monetized). They are relevant, but would need more time to cover as well.
    4. Introduction
      • Free to play games in Europe…
      • Europe
    5. Introduction
      • Free to play games in Europe…
      • Free to play games
      ?
    6. Introduction
      • Free to play business models:
      • Free access to the game or part of the game
      • Monetized extra features via different means
      • Long term value from the users
      • Online games
    7. Introduction
      • Keys to Free to Play analysis:
      • ARPPU (Average Revenue Per Paying User)
      • ARPU (Average Revenue Per User)
      • CPA (Cost Per Acquisition)
      • Lifetime Value (LTV)
      • Active Users
      • Peak Concurrent Users (PCCU)
    8. Basic F2P economic principles
      • Online games = Persistent Social Entertainment
        • Entertainment : has value from day 1
        • Persistent : day 1 value = 0, increases with time
        • Social : day 1 value = low (except Facebook games), increases with time
          • Network effect (works both ways!)
      • Recurring costs needs recurring revenue
        • Service not product
        • Marginal costs tend to zero
      • Free = no friction
        • Lowest possible barrier to entry
        • Others are important : accessibility, downloads, signup forms...
        • Keep CPA < LTV 
    9. Introduction
      • Various forms of Free to Play games:
      • Client-based MMOs
      • Browser-based games
      • Facebook (or Bebo or MySpace) games
      • Casual games
      • Etc.
    10. A Disclaimer
        • Many elements in this presentation some might have to be skipped but…
        • … slides are (already) online @ www.slideshare.net/ICOPartners
        • All numbers are estimates
    11. The Plan
      • European Market
        • Market profile
        • Market size
        • Maps
      • Freemium Games
      • Micro Transaction Games
      • Game Portals
      • Gems
      • Conclusion
    12. The European Market
      • The market size (P2P and F2P) – M of Players
      Source: idate Sept. 2008
    13. The European Market
      • The market size (P2P and F2P) – $ ARPU
      Source: idate Sept. 2008
    14. The European Market
      • P2P vs F2P
    15. The European Market
      • Estimated market size:
      • 30M+ F2P online games players in Europe
      • 400+ games
      • Estimated revenue : 400-500M€/year
    16. The European Market
      • Free to Play games profiles
    17. Freemium games
      • Freemium is:
      • Free to Play game or part of a game
      • Extra game elements and features are unlocked by a subscription (fix ARPPU). One-time fees exist, but usually not sustainable.
      • Set fee, easy to project and control, ceiling on ARPPU
      • Prefered for kid games (so far)
      • Well known freemium services are Runescape and Club Penguin
    18. Important Freemium games
      • Game: Dofus
      • Genre: Browser-friendly fantasy MMO (Flash/java)
      • Developer: Ankama (France)
      • Numbers: 170 000 PCCU; 400 000 Subscribers; ARPPU 5 €
      • Key territories: France, Spain
      • Premium features:
      • Zone privieges
      • Item privileges
      • No combat cap
      • PVP
      • Pets
      • No cap on crafting
      • Housing
    19. Important Freemium games
      • Game: Runescape
      • Genre: Browser-based fantasy MMO (java)
      • Developer: Jagex (UK)
      • Numbers: 250 000 PCCU; 1 000 000 Subscribers; ARPPU 5 $
      • Key territories: US, UK, Netherlands, Scandinavia
      • Premium features:
      • Zone privileges
      • Item privileges
      • Quests privileges
      • Extra skills
      • Transport privileges
      • Dedicated servers
      • Dedicated mini games
      • Extra Bank space
      • Housing
      • Extra emotes
    20. Important Freemium games
      • Game: Tibia
      • Genre: Client-based fantasy MMO
      • Developer: Cipsoft (Germany)
      • Numbers: 50 000 PCCU; 300,000 Active, 100 000 Subscribers; ARPPU 5 €
      • Key territories: Poland, Eastern Europe
      • Premium features:
      • Zone privileges
      • Extra spells
      • Transport privileges
      • Housing
      • Dedicated servers
      • Bank privileges
      • Leveling privileges
    21. Important Freemium games
      • Game: Panfu
      • Genre: Browser-based kid virtual world (flash)
      • Developer: Young Internet (Germany)
      • Numbers: 800 000 active users; ARPPU 10 $
      • Key territories: US, UK, Germany, Poland
      • Premium features:
      • Housing privileges
      • Clothes
      • Pets
      • English or Spanish content
    22. Other Freemium games in Europe Game From Genre Size Country Tribal Wars Innogames (DE) Management 4M actives DE, EEU, PT, NE, TU Travian* Travian (DE) Management 4.4M actives (250K PCCU) DE, TU, PO, EEU Hattrick Extralives (SE) Sport Management 1.6M actives IT, DE, SP, PT Managerzone Power Challenge (SE) Sport Management 500K active TU, PO Stardoll* Stardoll (SE) Life Sim 35M registered, 5M active UK, FR, PO Moshi Monsters Mind Candy (UK) Virtual World 400K active US, UK AQ Worlds Artix (US) RPG 1.5M active US, UK, Nordic Spineworld Playdo Virtual world/RPG 3M registered US, UK, Nordic
    23. Micro Transaction games
      • Micro Transactions are:
      • Free to Play game
      • Extra game elements and features are unlocked by low-priced items
      • They are actually not « real » Micro Transactions
      • « Paying users » finance « Free users » (indirectly or more directly via Dual Currency models)
      • More difficult to project, no ceiling
    24. Important Micro Transaction games
      • Game: Habbo
      • Genre: Browser-based kid virtual world (flash)
      • Developer: Sulake (Finland)
      • Numbers: 10 M active users; ARPU 1.3 $
      • Key territories: Nordic, UK, Germany, France
      • MT features:
      • Furnitures
      • Clothes
      • Pets and Pet food
      • Mini-games access
      • Screenshots
      • Home page perks
    25. Important Micro Transaction games
      • Game: Metin 2
      • Genre: Client-based Fantasy MMORPG
      • Publisher: Gameforge (Germany)
      • Numbers: 5 M active users; 35K PCCU; ARPPU 20 €
      • Key territories: Germany, Poland, Turkey
      • MT features:
      • Gameplay buff
      • Experience buff
      • Gold gain buff
      • Repair items
      • In Game shop
      • Potions
      • Trasnports
      • Looks
      • Gender swap
    26. Important Micro Transaction games
      • Game: Dark Orbit
      • Genre: Browser-based Space management game
      • Publisher: Bigpoint (Germany)
      • Numbers: 60K PCCU; ARPU 3.6 €
      • Key territories: Turkey
      • MT features:
      • Elite items
      • Faster real time game features
      • Discounted items
    27. Important Micro Transaction games
      • Game: Ogame
      • Genre: Browser-based Space management game
      • Publisher: Gameforge (Germany)
      • Numbers: 2.4M active users
      • Key territories: France, Germany, Italy, Turkey. Exists in many languages.
      • MT features:
      • Commander: Building queue, More UI
      • Admiral: More fleet slots
      • Engineer: Less damage taken
      • Geologist: Better mining
      • Technocrat: Better espionage
      • Trading ressources
    28. Important Micro Transaction games
      • Game: Flyff
      • Genre: Client-based MMORPG
      • Publisher: Gala Net Europe (Ireland)
      • Numbers: 250K active users; ARPPU 20 €
      • Key territories: Germany, France
      • MT features:
      • Loot buff
      • Experience buff
      • Look items/outfits
      • Respecs
      • Potions
      • Pets
      • Group summon
      • Speed buff
    29. Important Micro Transaction games
      • Game: Runes of Magic
      • Genre: Client-based MMORPG
      • Publisher: Frogsters (Germany)
      • Numbers: 500 K active users; 30 K PCCU; ARPPU 20 €
      • Key territories: Germany, UK, Nordic
      • MT features:
      • Transport
      • Mounts
      • Death management
      • Housing customization
      • Experience Buff
      • Loot buff
      • Crafting tools
      • Respecs
      • Chests keys
      • Pets
    30. Other Micro Transaction games in Europe Game From Genre Size (estimates) Country Dragonica Gala Net Europe MMORPG N/A Rappelz Gala Net Europe MMORPG 150K FR, DE Last Chaos Gamigo MMORPG 60K DE Battleforge EA RTS 60K DE Seafight Bigpoint Management 500K Silkroad Online Joymax MMORPG 300K TU Florensia Burda IC MMORPG 120K DE, FR 4Story Gameforge MMORPG 70K DE Nostale Gameforge MMORPG 100K DE, FR, UK Perfect World Games Masters MMORPG 200K DE, PO Knight Online K2 MMORPG 500K TU Cabal Online Games Masters MMORPG 230K TU, EEU, DE Twelve Sky 2 MAYN Interactive MMORPG 150K US, DE, TU
    31. Top Free to play games in Europe Red: Client-based Blue: Browser-based
    32. F2P European Portals
      • Portal: Gpotato.eu (Gala Net Europe)
      • Games: Flyff, Rappelz, StreetGear, Draconica, Allods Online
      • Numbers: 1.2M active users
      • Key territories: France, Germany
      • Notable facts: Starting the UK and Turkish markets this summer
    33. F2P European Portals
      • Portal: Gamersfirst (K2)
      • Games: Knight Online, Sword of the New World, War Rock
      • Numbers: N/A
      • Key territories: Turkey
      • Notable facts: Not related to 2K/Take2. No physical presence in Europe. Publishing European-developed Parabellum (Acony, DE) and Victory (Vae Victis, IT). Also publishing Runes of Magic in Turkey.
    34. F2P European Portals
      • Portal: Game forge (Game forge)
      • Games: Metin 2, Nostale, Air Rivals, 4Story, Ogame, Ikariam, Bitefight, +more.
      • Numbers: 65 M registered users ; 540 000 PCCU
      • Key territories: Germany, Poland, France, EEU, Turkey
      • Notable facts: Started with Browser based games and started Client-based business in 2006. 78M€ in revenues in 07-08
    35. F2P European Portals
      • Portal: Bigpoint (Bigpoint)
      • Games: Seafight, Darkorbit, Space Invasion, Mafia 1930, The Pimps, +20 more.
      • Numbers: 50 M registered users ; 150 000 PCCU
      • Key territories: Germany, France, EEU, Turkey
      • Notable facts: Has strong media partnerships with Viacom and NBC (broadcasting TV ads on channels)
    36. F2P European Portals
      • Portal: GOA.com (France Telecom)
      • Games: Pangya (Golf), Crazy Kart (Racing), Warrior Epic (Diablo-like)
      • Numbers: N/A
      • Key territories: France, Germany, Spain
      • Notable facts: Also running Pay-To-Play games (Warhammer Online, Dark Age of Camelot). More Western developed F2P games coming: Mytheon (RTS), League of Legends (DOTA)
    37. F2P European Portals
      • Portal: Aeria Games
      • Games: Shaiya, Megaten
      • Numbers: 100K active EU players (est); 7M total registered users (US + EU)
      • Key territories: Germany, France
      • Notable facts: Very active on community/social networking front
    38. Other F2P Portals Portal Games Based in Registered users (estimate) Alaplaya 4 Casuals, 2 MMOs Germany 2 M Gametribe 4 MMOs Italy 500 K Codemasters Online 1 MMOs UK 700K (F2P only) Frogster 2 MMOs Germany 2M (US + EU) Game Masters 3 MMOs UK 1.5M GEE 1 Casual, 1 MMOs Netherlands 100K Gamigo 10 Casuals, 4 MMOs Germany 700K Key to Play 2 MMOs Spain 400K Nexon Europe 1 FPS, 1 MMO UK 1M
    39. Hidden Pearls
      • Games we should hear about more often…
    40. Hidden Pearls Game: Urban Rivals Genre: Browser Based Collectible Card Game Publisher: Boostr (France) Key territories: France, Spain, Italy Why a pearl: Reach, monetisation of users, retention. Been profitable for a long time.
    41. Hidden Pearls Game: GoSuperModel Genre: Browser Based Fashion game Publisher: Watagame (Denmark) Key territories: Nordic, Netherlands, Germany Why a pearl: Huge audience in Nordic and Northern Europe countries (11M registered players)
    42. Hidden Pearls
      • Game: Spineworld
      • Genre: virtual world for tweens
      • Publisher: Playdo AB (Sweden)
      • Key territories: US, UK, Nordic
      • Why a pearl: 3M registered players in a short time, funded and distributed in part by Miniclip. Virtual world structure with a lot of game elements
    43. Hidden Pearls Game: Hordes Genre: Browser Based group survival horror Publisher: Motion Twin (France) Key territories: France Why a pearl: Great design, a unique social experience.
    44. Hidden Pearls Game: Nord Genre: Browser Based Virtual World Publisher: SLX (Sweden) Key territories: Nordic countries Why a pearl: Indie game developed by 4 students. Original social oriented gameplay, UGC-driven, pets, cars
    45. F2P developers in Europe overview
      • Direction taken by EU devs
    46. F2P developers in Europe overview
      • Direction taken by EU devs
    47. F2P developers in Europe overview Studios Geographical breakdown
    48. Conclusion
      • F2P is coming in your market
      • Wait. It is actually already here, growing their business
      • Q&A?
    49. Thank you!
      • Thomas Bidaux
      • www.linkedin.com/in/tbidaux
      • www.icopartners.com/blog
      • Slides @ www.slideshare.net/ICOPartners

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