european mobile game market

@icodianeOnline Games Consulting & Services

T H E E U R O P E A N M O B I L E G A M E M A R K E T


P R O F I L E : ICO Partners


P L A N

E U RO P E GA M ES M A RK E T

E U RO P E M O B I L E GA M ES M A RK E T

CO U N TRY FO C U S : U K , GE RM A N Y, F RA N C E , I TA LY, S PA I N

DATA P ROTEC TI O N, M A RK ETING

E U RO P EA N M O B I L E GA M E STU D I O S

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E U R O P E G A M E S M A R K E T1


G L O B A L G A M E S M A R K E T


G L O B A L G A M E S M A R K E T : G R O W T H R A T E


E M E A G A M E S M A R K E T


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


G L O B A L G A M E U S E R P O P U L A T I O N


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 A T F O R M


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


欧州ユーザ人口 : 国別区分別


E U R O P E G A M E S M A R K E T : M O N E T I Z A T I O N

E U R O P E M O B I L E G A M E S M A R K E T2


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 A T I O N


E U R O P E S M A R T P H O N E P E N E T R A T I O N R A T E

Source：Flurry Analytics


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


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


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


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)


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


E U R O P E M O B I L E O S M A P

C O U N T R Y F O C U S3


Title Publisher GenreEstimate 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


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


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






4 QuizClash FEO Trivia

5 aa General Adaptive Apps Strategy

6 Crossy Road Hipster Whale / Yodo1 Action



9 94% SCIMOB Trivia

10 Piano Tiles 2 Cheetah Mobile Arcade

Title Publisher GenreEst revenue

M$


2 Hayday Supercell Casual 79



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


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



Company Country

1 Electronic Arts

2 King (Activision)



5 Rovio

6 General Adaptive Apps

7 Miniclip

8 XPEC

9 Ketchapp (Ubisoft)

10 Doodle Mobile

Company Country


2 King (Activision)

3 Electronic Arts

4 Gamevil

5 Machine Zone

6 Elex Technologies

7 Goodgame Studios

8 IGG

9 Kabam


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


C O U N T R Y F O C U S : F R A N C E







6 94% SCIMOB Trivia

7 Boom Beach Supercell Strategy

8 agar.io Miniclip Action

9 Geometry Dash RobTop Arcade



M$


2 Boom Beach Supercell Strategy 43



5 Game of War - Fire Age Machine Zone Strategy 34


7 Summoners War Gamevil RPG 18



10 Hearthstone Blizzard Card 15

Top 10 Downloads 2015 : iOS & Android Top 10 Revenue: iOS & Android



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


4 Ketchapp Studios (Ubisoft)


6 Miniclip

7 XPEC

8 Rovio

9 Doodle Mobile

10 SCIMOB

Company Country


2 King (Activision)

3 Electronic Arts

4 Machine Zone

5 Kabam

6 Gamevil

7 IGG


9 Activision Blizzard

10 Zynga

Top 10 Revenue Publishers 2015: iOS & Android

Source : App Annie

Top 10 Downloads Publishers 2015 : iOS & Android








6 8 Ball Pool Miniclip Sports


8 Trivia Crack Etermax Trivia

9 Criminal Case Pretty Simple Adventure

10 94% SCIMOB Trivia


M$





5 Empire : Four Kingdoms Goodgame Studio Strategy 11

6 Game of War Fire Age Machine Zone Strategy 11





Top 10 Downloads 2015 : iOS & Android Top 10 Revenue 2015 :iOS & Android


C O U N T R Y F O C U S : I T A L Y


Company Country

1 King (Activision)

2 Electronic Arts


4 Doodle Mobile


6 Miniclip

7 TabTale

8 Ketchapp Studio (Ubisoft)

9 Zynga

10 Etermax

Company Country


2 King (Activision)

3 Electronic Arts

4 Kabam

5 IGG


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 T A L Y


Source : App Annie, Sensor Tower, ICO Partners







6 Trivia Crack Etermax Trivia

7 Pou Paul Salameh Casual


9 Agar.io Miniclip Action


Title Publisher GenreEst Revenue

M$




4 Game of War _ Fire Age Machine Zone Strategy 7




8 Empire : Four Kingdoms Goodgame Studio Strategy 4


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 P A I N


Company Country

1 King (Activision)

2 Electronic Arts


4 Doodle Mobile


6 TabTale

7 Rovio

8 Miniclip

9 Disney

10 Etermax

Company Country

1 King (Activision)


3 Electronic Arts

4 Kabam

5 Machine Zone

6 IGG


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 P A I N


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 rankingsAmerican publishers very present


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 ARPUNorthern EU : High smartphone penetration, high ARPU, strong iOS market : similar to US

D a t a p r o t e c t i o n , m a r k e t i n g4


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€


E u r o p e a n A d N e t w o r k s


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

E u r o p e m o b i l e g a m e s t u d i o s5


G E R M A N Y

Studio Location EmployeesTurnover

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 10Banana Kong, Red Ball 4

Handygames Giebelstadt 55 2 Townsmen, Cloud & Sheep


U N I T E D K I N G D O M


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


F R A N C E


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%


N O R D I C S


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


O T H E R C O U N T R I E S


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


C O N C L U S I O N


E U R O P E S W O T F O R J A P A 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


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