3. Quick market overview
β Disclaimer
β All numbers are estimates
β Estimates are from November 2011 (source
ICO Partners)
4. Germany
Title Publisher Est MAU
Population - 82M 1 League of Riot Games 500k
Legends
Home PC equipment 2 WoW Blizzard 400k
3 Runes of Magic Frogster 130k
84% of the households
Broadband
Title Publisher Est MAU
Connections 1 Farmerama Bigpoint 1.2M
65% of the households 2 Comunio Comunio 450k
3 Habbo Sulake 400k
5. France
Title Publisher Est MAU
Population - 63M 1 Dofus Ankama 1.8 M
2 World of Warcraft Blizzard 180k
Home PC equipment
3 League of Legends Riot Games 160k
69% of the households
Broadband connections
Title Publisher Est MAU
58% of the households 1 Habbo Sulake 900k
2 Equideow Owlient/Ubisoft 350k
3 Travian Traviangames 340k
6. United Kingdom
Title Publisher Est MAU
Population - 62M 1 World of Blizzard 170k
Warcraft
Home PC equipment 2 League of
Legends
Riot Games 120k
81% of the households 3 World of tanks Wargaming 90k
Broadband connections
Title Publisher Est MAU
70% of the households 1 Moshi Mind Candy 1.5 M
Monsters
2 Club Penguin Disney 900k
3 Bin Weevils Bin Weevils 800k
7. Italy
Title Publisher Est MAU
Population - 60M 1 League of Legends Riot Games 40k
2 World of Warcraft Blizzard 30k
Home PC equipment
61% of the households 3 Combat Arms Nexon 20k
Broadband connections
Title Publisher Est MAU
39% of the households 1 Travian Traviangames 250k
2 Farmerama Bigpoint 170k
3 Hattrick Hattrick 150k
8. Spain
Title Publisher Est MAU
Population - 46M 1 Dofus Ankama 600k
2 League of Legends Riot Games 150k
Home PC equipment
3 World of Warcraft Blizzard 70k
66% of the households
Broadband connections
Title Publisher Est MAU
51% of the households 1 Comunio Comunio 600k
2 Habbo Sulake 400k
3 Club Penguin Disney 300k
9. Poland
Title Publisher Est MAU
Population - 38M 1 League of Legends Riot Games 270k
2 Metin2 Gameforge 100k
Home PC equipment
66% of the households 3 World of Tanks Wargaming 70k
Broadband connections
51% of the households Title Publisher Est MAU
1 Farmerama Bigpoint 750k
2 Stardoll Stardoll 400k
3 Moviestar Planet 350k
10. Online game companies Europe revenues - million β¬
200
140
110
57 56 52
40
22 22 20 18 17 15 13
7
source : ICO Partners
11. Market trends
β Free to Play
β New genres
β Social games beyond Facebook
β New growing markets
12. Market potential
β Actors concentrating
β Critical mass harder to achieve due to
fragmentation
β Critical mass easier to maintain
β Average service quality
13. Market challenges
β Languages
β Marketing channels
β Monetisation
β Cultural differences
β Critical mass
β Competition
14. Ways to approach the market
β Self-publishing β global service
β Self-publishing β local service
β Channelling partner
β Third party publishing β licensing
15. Self-Publishing
Customer
Marketing Community Localisation
Support
Public Payment Account
Moderation
Relations Solutions Management
Customer
Distribution QA Back-end
Ownership
16. Channelling partner - A
Customer
Marketing Community Localisation
Support
Public Payment Account
Moderation
Relations Solutions Management
Customer
Distribution QA Back-end
Ownership
17. Channelling partner β B
Customer
Marketing Community Localisation
Support
Public Payment Account
Moderation
Relations Solutions Management
Customer
Distribution QA Back-end
Ownership
18. Licensing partner
Customer
Marketing Community Localisation
Support
Public Payment Account
Moderation
Relations Solutions Management
Customer
Distribution QA Back-end
Ownership
19. Define a strategy
β Why do you want to go there?
β Expansion
β Landgrab
β Revenues
β What are your means?
β Connections
β Existing user base
β Budget
β Resources
20. Define a strategy
β What are you weak points?
β Specific discipline
β Reach in the market
β Product profile
ο¨ Drive different discussion
21. Choosing a partner
β Affinity
β Current port-folio
β Long term strategy
β Business terms
ο¨ Align long term interest
ο¨ You will need to care
22. Case studies
β Runewakers
β Taiwanese studio β couldnβt find publishers for their
title
β Signed with Frogster and entered extensive
collaboration for a successful release in Europe
ο¨ Success with a local actor through close partnership
23. Case studies
β Riot Games
β Initially licensed to a local operator (GOA.com)
β Took back game and opened local office
ο¨ Success through self-publishing and local operations
24. Case studies
β Perfect World
β First licensed to a newly established local publisher
β Created brand confusion
β Opened local office
ο¨ Re-established brand after hurdles. Significantly more
successful
25. Case studies
β SOE
β Mostly self-published from the US
β New port-folio wide agreement with ProSieben (very
unpopular with the community)
ο¨ Jury is still out. Seem to still struggle to find its path
to entry to the market.
26. Conclusion
β Many opportunities
β Many ways to take advantage of them
β You always need to care!
27. Contacting the speaker
thomas@icopartners.com
www.slideshare.net/ICOPartners
www.icopartners.com/blog
@icotom