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European mobile game market

Facts and figures about the EU mobile game market - presentation intended for Japanese publishers in Nov 2016

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European mobile game market

  1. 1. @icodiane Online Games Consulting & Services THE EUROPEAN MOBILE GAME MARKET
  2. 2. @icodiane Online Games Consulting & Services P R O F I L E : ICO Partners
  3. 3. @icodiane Online Games Consulting & Services P L A N EUROPE GAMES MARKET EUROPE MOBILE GAMES MARKET COUNTRY FOCUS : UK, GERMANY, FRANCE, ITALY, SPAIN DATA PROTECTION,MARKETING EUROPEAN MOBILE GAME STUDIOS 1 2 3 4 5
  4. 4. E U R O P E G A M E S M A R K E T1
  5. 5. @icodiane Online Games Consulting & Services G L O B A L G A M E S M A R K E T
  6. 6. @icodiane Online Games Consulting & Services G L O B A L G A M E S M A R K E T : G R O W T H R AT E
  7. 7. @icodiane Online Games Consulting & Services E M E A G A M E S M A R K E T
  8. 8. @icodiane Online Games Consulting & Services E M E A G A M E S M A R K E T 2 0 1 6 : G R O W T H B Y R E G I O N
  9. 9. @icodiane Online Games Consulting & Services G L O B A L G A M E U S E R P O P U L AT I O N
  10. 10. @icodiane Online Games Consulting & Services G L O B A L G A M E S M A R K E T B Y R E G I O N & P L AT F O R M
  11. 11. @icodiane Online Games Consulting & Services E U R O P E G A M E S M A R K E T B Y C O U N T R Y
  12. 12. @icodiane Online Games Consulting & Services 欧 州 ユ ー ザ 人 口 : 国 別 区 分 別
  13. 13. @icodiane Online Games Consulting & Services E U R O P E G A M E S M A R K E T : M O N E T I Z AT I O N
  14. 14. E U R O P E M O B I L E G A M E S M A R K E T2
  15. 15. @icodiane Online Games Consulting & Services G L O B A L S M A R T P H O N E U S E R P O P U L AT I O N
  16. 16. @icodiane Online Games Consulting & Services E U R O P E S M A R T P H O N E P E N E T R AT I O N R AT E Source:Flurry Analytics
  17. 17. @icodiane Online Games Consulting & Services M O B I L E R E V E N U E & M O B I L E G A M E R E V E N U E R A N K I N G Source : Newzoo, App Annie
  18. 18. @icodiane Online Games Consulting & Services T O P 1 0 M O B I L E P U B L I S H E R S E U R O P E
  19. 19. @icodiane Online Games Consulting & Services E U R O P E A N M O B I L E G A M E S M A R K E T Games make up 83% of iOS/Google Play revenue (Source:Newzoo 2016) Source : App Annie
  20. 20. @icodiane Online Games Consulting & Services E U R O P E M O B I L E G A M E S M A R K E T : A R P U UK ARPU:highest in Europe Monthly ARPPU UK 2015 = £18.25 (Source:Superdata)
  21. 21. @icodiane Online Games Consulting & Services E U R O P E M O B I L E G A M E S M A R K E T : O S
  22. 22. @icodiane Online Games Consulting & Services E U R O P E M O B I L E O S M A P
  23. 23. COUNTRY FOCUS3
  24. 24. @icodiane Online Games Consulting & Services Title Publisher Genre Estimate revenue M$ 1 Clash of Clans Supercell Strategy 119 2 Candy Crush Saga King Casual 103 3 Game of War Fire Age Machine Zone Strategy 101 4 Candy Crush Soda Saga King Casual 75 5 Boom Beach Supercell Strategy 53 6 Farm Heroes Saga King Casual 46 7 Hay Day Supercell Casual 37 8 Sim City BuildIt Electronic Arts Simulation 34 9 Marvel Contest of Champions Kabam Action 26 10 8 Ball Pool Miniclip Sports 20 C O U N T R Y F O C U S : U K Title Publisher Genre 1 Crossy Road Hipster Whale, Yodo1 Action 2 Candy Crush Soda Saga King Casual 3 Candy Crush Saga King Casual 4 8 Ball Pool Miniclip Sports 5 Subway Surfers Kiloo Arcade 6 Clash of Clans Supercell Strategy 7 Despicable Me Gameloft Casual 8 Temple Run 2 Imangi Action 9 Agar.io Miniclip Action 10 Cooking Fever Nordcurrent Arcade TOP 10 DOWNLOAD 2015 : iOS & Android TOP 10 REVENUE : iOS & Android Source: App Annie, Sensor Tower, ICO Partners
  25. 25. @icodiane Online Games Consulting & Services Company Country 1 Electronic Arts 2 King (Activision) 3 Ketchapp Studio (Ubisoft) 4 Gameloft (Vivendi) 5 Miniclip 6 Zynga 7 Rovio 8 Supercell (Tencent) 9 TabTale 10 Storm8 Company Country 1 Supercell (Tencent) 2 King (Activision) 3 Electronic Arts 4 Machine Zone 5 Kabam 6 Zynga 7 Churchill Downs 8 Elex Technology 9 Miniclip 10 SGN United States Source : App Annie TOP 10 Downloads Publishers 2015 : iOS & Android Top 10 Revenue Publishers : iOS & Android C O U N T R Y F O C U S : U K
  26. 26. @icodiane Online Games Consulting & Services Title Publisher Genre 1 Candy Crush Soda Saga King Casual 2 Clash of Clans Supercell Strategy 3 Subway Surfers Kiloo Arcade 4 QuizClash FEO Trivia 5 aa General Adaptive Apps Strategy 6 Crossy Road Hipster Whale / Yodo1 Action 7 Candy Crush Saga King Casual 8 Despicable Me Gameloft Casual 9 94% SCIMOB Trivia 10 Piano Tiles 2 Cheetah Mobile Arcade Title Publisher Genre Est revenue M$ 1 Clash of Clans Supercell Strategy 93 2 Hayday Supercell Casual 79 3 Candy Crush Soda Saga King Casual 47 4 Candy Crush Saga King Casual 40 5 Game of War- Fire Age Machine Zone Strategy 32 6 Empire : Four Kingdoms Goodgame Studios Strategy 33 7 Summoners War Gamevil RPG 33 8 Castle Clash IGG Strategy 26 9 Farm Heroes Saga King Casual 26 10 Clash of Kings Elex Technology Strategy 20 C O U N T R Y F O C U S : G E R M A N Y Top 10 Downloads 2015 : iOS & Android Top 10 Revenue 2015 : iOS & Android Source: App Annie, Sensor Tower, ICO Partners
  27. 27. @icodiane Online Games Consulting & Services Company Country 1 Electronic Arts 2 King (Activision) 3 Gameloft (Vivendi) 4 Supercell (Tencent) 5 Rovio 6 General Adaptive Apps 7 Miniclip 8 XPEC 9 Ketchapp (Ubisoft) 10 Doodle Mobile Company Country 1 Supercell (Tencent) 2 King (Activision) 3 Electronic Arts 4 Gamevil 5 Machine Zone 6 Elex Technologies 7 Goodgame Studios 8 IGG 9 Kabam 10 Gameloft (Vivendi) Top 10 Downloads Publishers 2015 : iOS & Android Top 10 Revenue Publishers 2015 : iOS & Android Source : App Annie C O U N T R Y F O C U S : G E R M A N Y
  28. 28. @icodiane Online Games Consulting & Services C O U N T R Y F O C U S : F R A N C E Title Publisher Genre 1 Candy Crush Soda Saga King Casual 2 Clash of Clans Supercell Strategy 3 Subway Surfers Kiloo Arcade 4 Candy Crush Saga King Casual 5 Despicable Me Gameloft Casual 6 94% SCIMOB Trivia 7 Boom Beach Supercell Strategy 8 agar.io Miniclip Action 9 Geometry Dash RobTop Arcade 10 Piano Tiles 2 Cheetah Mobile Arcade Title Publisher Genre Est revenue M$ 1 Clash of Clans Supercell Strategy 66 2 Boom Beach Supercell Strategy 43 3 Candy Crush Saga King Casual 40 4 Candy Crush Soda Saga King Casual 34 5 Game of War - Fire Age Machine Zone Strategy 34 6 Farm Heroes Saga King Casual 23 7 Summoners War Gamevil RPG 18 8 Hay Day Supercell Casual 16 9 Marvel Contest of Champions Kabam Action 16 10 Hearthstone Blizzard Card 15 Top 10 Downloads 2015 : iOS & Android Top 10 Revenue: iOS & Android Source: App Annie, Sensor Tower, ICO Partners
  29. 29. @icodiane Online Games Consulting & Services C O U N T R Y F O C U S : F R A N C E Company Country 1 King (Activision) 2 Electronic Arts 3 Gameloft (Vivendi) 4 Ketchapp Studios (Ubisoft) 5 Supercell (Tencent) 6 Miniclip 7 XPEC 8 Rovio 9 Doodle Mobile 10 SCIMOB Company Country 1 Supercell (Tencent) 2 King (Activision) 3 Electronic Arts 4 Machine Zone 5 Kabam 6 Gamevil 7 IGG 8 Gameloft (Vivendi) 9 Activision Blizzard 10 Zynga Top 10 Revenue Publishers 2015: iOS & Android Source : App Annie Top 10 Downloads Publishers 2015 : iOS & Android
  30. 30. @icodiane Online Games Consulting & Services Title Publisher Genre 1 Clash of Clans Supercell Strategy 2 Subway Surfers Kiloo Arcade 3 Candy Crush Saga King Casual 4 Candy Crush Soda Saga King Casual 5 Geometry Dash RobTop Arcade 6 8 Ball Pool Miniclip Sports 7 Despicable Me Gameloft Casual 8 Trivia Crack Etermax Trivia 9 Criminal Case Pretty Simple Adventure 10 94% SCIMOB Trivia Title Publisher Genre Est revenue M$ 1 Clash of Clans Supercell Strategy 27 2 Candy Crush Saga King Casual 24 3 Candy Crush Soda Saga King Casual 14 4 Hay Day Supercell Casual 12 5 Empire : Four Kingdoms Goodgame Studio Strategy 11 6 Game of War Fire Age Machine Zone Strategy 11 7 Farm Heroes Saga King Casual 7 8 Marvel Contest of Champions Kabam Action 6 9 Castle Clash IGG Strategy 4 10 Clash of Kings Elex Technology Strategy 5 Top 10 Downloads 2015 : iOS & Android Top 10 Revenue 2015 :iOS & Android Source: App Annie, Sensor Tower, ICO Partners C O U N T R Y F O C U S : I TA LY
  31. 31. @icodiane Online Games Consulting & Services Company Country 1 King (Activision) 2 Electronic Arts 3 Gameloft (Vivendi) 4 Doodle Mobile 5 Supercell (Tencent) 6 Miniclip 7 TabTale 8 Ketchapp Studio (Ubisoft) 9 Zynga 10 Etermax Company Country 1 Supercell (Tencent) 2 King (Activision) 3 Electronic Arts 4 Kabam 5 IGG 6 Gameloft (Vivendi) 7 Machine Zone 8 Goodgame Studios 9 Zynga 10 Elex Technology Top 10 Revenue Publishers 2015 : iOS & Android Source : App Annie Top 10 Downloads Publishers 2015 : iOS & Android C O U N T R Y F O C U S : I TA LY
  32. 32. @icodiane Online Games Consulting & Services Source : App Annie, Sensor Tower, ICO Partners Title Publisher Genre 1 Candy Crush Saga King Casual 2 Clash of Clans Supercell Strategy 3 Subway Surfers Kiloo Arcade 4 Geometry Dash RobTop Arcade 5 Candy Crush Soda Saga King Casual 6 Trivia Crack Etermax Trivia 7 Pou Paul Salameh Casual 8 Despicable Me Gameloft Casual 9 Agar.io Miniclip Action 10 Piano Tiles 2 Cheetah Mobile Arcade Title Publisher Genre Est Revenue M$ 1 Clash of Clans Supercell Strategy 17 2 Candy Crush Saga King Casual 16 3 Candy Crush Soda Saga King Casual 7 4 Game of War _ Fire Age Machine Zone Strategy 7 5 Farm Heroes Saga King Casual 7 6 Hay Day Supercell Casual 5 7 Castle Clash IGG Strategy 4 8 Empire : Four Kingdoms Goodgame Studio Strategy 4 9 Clash of Kings Elex Technology Strategy 3 10 Hearthstone - Heroes of Warcraft Blizzard Card 3 Top 10 Downloads 2015 : iOS & Android Top 10 Revenue : iOS & Android C O U N T R Y F O C U S : S PA I N
  33. 33. @icodiane Online Games Consulting & Services Company Country 1 King (Activision) 2 Electronic Arts 3 Gameloft (Vivendi) 4 Doodle Mobile 5 Supercell (Tencent) 6 TabTale 7 Rovio 8 Miniclip 9 Disney 10 Etermax Company Country 1 King (Activision) 2 Supercell (Tencent) 3 Electronic Arts 4 Kabam 5 Machine Zone 6 IGG 7 Gameloft (Vivendi) 8 Elex Technology 9 Gamevil 10 Goodgame Studios Source : App Annie Top 10 Downloads Publishers 2015 : iOS & Android Top 10 Revenue Publishers : iOS & Android C O U N T R Y F O C U S : S PA I N
  34. 34. @icodiane Online Games Consulting & Services C o n c l u s i o n Some variety in downloads app ranking across countries, but none in revenue rankings Asian and Japanese publishers under-represented compared to ww rankings American publishers very present
  35. 35. @icodiane Online Games Consulting & Services O t h e r r e g i o n s “Small countries” : Belgium, Switzerland, Luxemburg, Austria, Ireland… market looks similar to same language big country (Germany, UK, France…) Eastern EU : low smartphone penetration, low ARPU Northern EU : High smartphone penetration, high ARPU, strong iOS market : similar to US
  36. 36. D a t a p r o t e c t i o n , m a r k e t i n g4
  37. 37. @icodiane Online Games Consulting & Services D a t a p r o t e c t i o n Current situation: Law differs between countries Registration to country organisms mandatory (CNIL, ICO, DPA…) Germany has the most severe law : guideline for all EU Unified regulation(General Data Protection Regulation : GDPR) Voted in April 2016, planned enforcement May 2018 Contrarily to before, applies also to non-EU companies collecting EU citizen data Unification across EU (Should also apply to UK despite Brexit) Conditions : •Data collection must be justified, must be securely trackable, must have an expiration date, must be collected with informed consent of the user. •All companies above 250 employees must appoint a Data Protection Officer •In case of breach, user must be notified within 24 hours •The user must be able to access and suppress their own data •Minors under 13 must get authorisation by their parent or guardian •Rules for data transfer outside EU currently under negotiation. In case of breach, fine of 4% of turnover or 2M€
  38. 38. @icodiane Online Games Consulting & Services E u r o p e a n A d N e t w o r k s
  39. 39. @icodiane Online Games Consulting & Services T r a f f i c A c q u i s i t i o n : C P I Source : Chartboost Nov 2016
  40. 40. E u r o p e m o b i l e g a m e s t u d i o s5
  41. 41. @icodiane Online Games Consulting & Services G E R M A N Y Studio Location Employees Turnover M$ Main titles Goodgame Studios Hamburg 1,200 250 Empire : Four Kingdoms Wooga Berlin 300 30 Bubble Island 2, Diamond Dash InnoGames Hamburg 400 108 Forge of Empires, Grepolis FlareGames Karlsruhe 100 8 Royal Revolt, Nonstop Knights FDG Entertainment Münich 10 Banana Kong, Red Ball 4 Handygames Giebelstadt 55 2 Townsmen, Cloud & Sheep
  42. 42. @icodiane Online Games Consulting & Services U N I T E D K I N G D O M Studio Location Employees Turnover M$ Main titles First Touch Oxford 15 Score! Hero Ndemic Creations Bristol 8 10 Plague Inc Space Ape Games London 70 20 Samurai Siege UsTwo Games London 250 6 Monument Valley
  43. 43. @icodiane Online Games Consulting & Services F R A N C E Studio Location Employees Turnover M$ Main titles Gameloft Paris 6000 278 Asphalt, Despicable Me Pretty Simple Paris 43 34 Criminal Case Ketchapp Studio Paris 10 60 2048, ZigZag, Pineapple Pen SCIMOB Montpellier 7 2 94%
  44. 44. @icodiane Online Games Consulting & Services N O R D I C S Studio Location Employees Turnover M$ Main titles Supercell Helsinki (Finland) 180 2,300 Clash of Clans, Clash Royale, Hay Day King.com Stockholm (Sweden) 1400 2,300 Candy Crush Saga, Farm Heroes Saga Mojang Stockholm (Sweden) 50 471 Minecraft Pocket Rovio Espoo (Finland) 430 155 Angry Birds Kiloo Aarhus (Denmark) 100 20 Subway Surfers RobTop Stockholm (Sweden) 10 Geometry Dash
  45. 45. @icodiane Online Games Consulting & Services O T H E R C O U N T R I E S Studio Location Employees Turnover M$ Main titles Nordeus Belgrade (Serbia) 160 22 Top Eleven Social Point Barcelona (Spain) 280 50 Dragon City, Monster Legends Digital Legends Barcelona (Spain) 40 2 The Respawnables Miniclip Neuchatel(Switzerland) Genoa (Italy) Lisboa (Portugal) London(UK) 140 15 8Ball Pool, Soccer Stars
  46. 46. @icodiane Online Games Consulting & Services CONCLUSION
  47. 47. @icodiane Online Games Consulting & Services E U R O P E S W O T F O R J A PA N E S E P U B L I S H E R S STRENGTHS WEAKNESSES ・High Smartphone penetration ・Good internet infrastructure ・Long gaming culture ・Fragmentation ・Localisation necessary ・Low ARPU ・Lack of distribution platform such as LINE, Kakao… OPPORTUNITIES THREATS ・Under-representation of Japanese and Asian publishers ・Popularity of Japanese anime and culture ・Bad economic conjoncture ・Political unstability ・Regulation uncertainty
  48. 48. @icodiane Online Games Consulting & Services Q&A
  49. 49. @icotom Online Games Consulting & Services W W W . I C O P A R T N E R S . C O M B R I G H T O N U N I T E D K I N G D O M d i a n e @ i c o p a r t n e r s . c o m w w w. s l i d e s h a r e . n e t / I C O P a r t n e r s w w w. i c o p a r t n e r s . c o m / b l o g @ i c o d i a n e w w w. f a c e b o o k . c o m / i c o p a r t n e r s

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