Published on March 26, 2012
Keys to the European MarketThomas BIDAUXCEO, ICO Partners
Introduction● Speaker● Europe
Quick market overview● Disclaimer ● All numbers are estimates ● Estimates are from November 2011 (source ICO Partners)
Germany Title Publisher Est MAUPopulation - 82M 1 League of Riot Games 500k LegendsHome PC equipment 2 WoW Blizzard 400k 3 Runes of Magic Frogster 130k84% of the householdsBroadband Title Publisher Est MAUConnections 1 Farmerama Bigpoint 1.2M65% of the households 2 Comunio Comunio 450k 3 Habbo Sulake 400k
France Title Publisher Est MAUPopulation - 63M 1 Dofus Ankama 1.8 M 2 World of Warcraft Blizzard 180kHome PC equipment 3 League of Legends Riot Games 160k69% of the householdsBroadband connections Title Publisher Est MAU58% of the households 1 Habbo Sulake 900k 2 Equideow Owlient/Ubisoft 350k 3 Travian Traviangames 340k
United Kingdom Title Publisher Est MAUPopulation - 62M 1 World of Blizzard 170k WarcraftHome PC equipment 2 League of Legends Riot Games 120k81% of the households 3 World of tanks Wargaming 90kBroadband connections Title Publisher Est MAU70% of the households 1 Moshi Mind Candy 1.5 M Monsters 2 Club Penguin Disney 900k 3 Bin Weevils Bin Weevils 800k
Italy Title Publisher Est MAUPopulation - 60M 1 League of Legends Riot Games 40k 2 World of Warcraft Blizzard 30kHome PC equipment61% of the households 3 Combat Arms Nexon 20kBroadband connections Title Publisher Est MAU39% of the households 1 Travian Traviangames 250k 2 Farmerama Bigpoint 170k 3 Hattrick Hattrick 150k
Spain Title Publisher Est MAUPopulation - 46M 1 Dofus Ankama 600k 2 League of Legends Riot Games 150kHome PC equipment 3 World of Warcraft Blizzard 70k66% of the householdsBroadband connections Title Publisher Est MAU51% of the households 1 Comunio Comunio 600k 2 Habbo Sulake 400k 3 Club Penguin Disney 300k
Poland Title Publisher Est MAUPopulation - 38M 1 League of Legends Riot Games 270k 2 Metin2 Gameforge 100kHome PC equipment66% of the households 3 World of Tanks Wargaming 70kBroadband connections51% of the households Title Publisher Est MAU 1 Farmerama Bigpoint 750k 2 Stardoll Stardoll 400k 3 Moviestar Planet 350k
Online game companies Europe revenues - million € 200 140 110 57 56 52 40 22 22 20 18 17 15 13 7 source : ICO Partners
Market trends● Free to Play● New genres● Social games beyond Facebook● New growing markets
Market potential● Actors concentrating● Critical mass harder to achieve due tofragmentation● Critical mass easier to maintain● Average service quality
Market challenges● Languages● Marketing channels● Monetisation● Cultural differences● Critical mass● Competition
Ways to approach the market● Self-publishing – global service● Self-publishing – local service● Channelling partner● Third party publishing – licensing
Self-Publishing CustomerMarketing Community Localisation Support Public Payment Account Moderation Relations Solutions Management CustomerDistribution QA Back-end Ownership
Channelling partner - A CustomerMarketing Community Localisation Support Public Payment Account Moderation Relations Solutions Management CustomerDistribution QA Back-end Ownership
Channelling partner – B CustomerMarketing Community Localisation Support Public Payment Account Moderation Relations Solutions Management CustomerDistribution QA Back-end Ownership
Licensing partner CustomerMarketing Community Localisation Support Public Payment Account Moderation Relations Solutions Management CustomerDistribution QA Back-end Ownership
Define a strategy● Why do you want to go there? ● Expansion ● Landgrab ● Revenues● What are your means? ● Connections ● Existing user base ● Budget ● Resources
Define a strategy● What are you weak points? ● Specific discipline ● Reach in the market ● Product profile Drive different discussion
Choosing a partner● Affinity● Current port-folio● Long term strategy● Business terms Align long term interest You will need to care
Case studies● Runewakers ● Taiwanese studio – couldn’t find publishers for their title ● Signed with Frogster and entered extensive collaboration for a successful release in Europe Success with a local actor through close partnership
Case studies● Riot Games ● Initially licensed to a local operator (GOA.com) ● Took back game and opened local office Success through self-publishing and local operations
Case studies● Perfect World ● First licensed to a newly established local publisher ● Created brand confusion ● Opened local office Re-established brand after hurdles. Significantly more successful
Case studies● SOE ● Mostly self-published from the US ● New port-folio wide agreement with ProSieben (very unpopular with the community) Jury is still out. Seem to still struggle to find its path to entry to the market.
Conclusion● Many opportunities● Many ways to take advantage of them● You always need to care!
Contacting the speaker firstname.lastname@example.org www.slideshare.net/ICOPartners www.icopartners.com/blog @icotom
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