European mobile game market

@icodiane Online Games Consulting & Services
THE EUROPEAN MOBILE
GAME MARKET

P R O F I L E : ICO Partners

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
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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 AT 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 AT 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 AT 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 AT 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 AT 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 AT I O N R AT 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

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
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
Est 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
Est revenue
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
Est revenue
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 TA LY

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 TA LY

Source : App Annie, Sensor Tower, ICO Partners
6 Trivia Crack Etermax Trivia
7 Pou Paul Salameh Casual
9 Agar.io Miniclip Action
Est 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 PA 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 PA 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 rankings
American 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
ARPU
Northern 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 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

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

F R A N C E
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%

N O R D I C S
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

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

CONCLUSION

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

Q&A

@icotom
Online Games Consulting & Services
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European mobile game market

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