This document summarizes browser game trends and specificities by territory in Europe. It provides data on the top 5 browser games in countries like Germany, France, the UK, Italy, Spain, Poland, and the Nordic countries. It lists the title, genre, publisher, main audience, and daily unique visitors for each game. It also provides information on factors like population, broadband penetration, and Facebook adoption for each country. Finally, it discusses best internationalization strategies and limitation factors for browser games in Europe.
4. Germany
Title Genre Publisher Main DUV est
Audience
1 Farmerama Management Bigpoint Female 570k
25/44
2 Comunio Sport Comunio Male 130k
Management 18/34
3 Travian Strategy Travian Male 120k
Population - 82M Games 15/25
4 Skyrama Management Bigpoint Female 120k
25/44
Broadband Connections
5 My Free Management Upjers Female 100k
75% hh Farm 25/44
FB penetration : 26% pop
•Lag in Facebook adoption
•Very mature market
•Extreme competition
5. France
Title Genre Publisher Main DUV est
Audience
1 Farmerama Management Bigpoint Female 260k
25/44
2 The Settlers Strategy/Man Ubisoft Male 250k
Online agement 18/34
Population - 63M 3 Travian Strategy Travian Male 200k
Games 13/17
4 sMeet Virtual World sMeet Female 200k
Broadband connections 13/17
67% hh 5 Ma Bimbo Fashion Beemoov Female 150k
8/13
FB penetration : 36% pop
•Strength of teenage audience
•Very «flat » market, lots of games with healthy pop
•Strong domestic players
6. United Kingdom
Title Genre Publisher Main DUV est
Audience
1 Moshi Virtual world Mind Female 7- 350k
Monsters Candy 11
2 Club Penguin Virtual World Disney Kids 6/14 250k
3 Bin Weevils Virtual World Bin Kids 7/12 210k
Population - 62M Weevils
4 Stardoll Fashion Stardoll Female 100k
11/17
Broadband connections
5 Moviestar Fashion Moviestar Female 80k
69% hh Planet Planet 9/13
FB penetration : 49% pop
•Market strongly dominated by kids/teens titles
•Also relatively flat market
•Much closer to US market than EU ones
7. Italy
Title Genre Publisher Main DUV est
Audience
1 Travian Strategy Travian Male 200k
Games 13/17
2 Farmerama Management Bigpoint Female 75k
15/25
Population - 60M 3 Stardoll Fashion Stardoll Female 40k
9/16
4 Grepolis Strategy Innogam Male 35k
Broadband connections es 13/17
49% hh 5 Shakes & RPG Playa Male 35k
Fidget 13/17
FB penetration : 35% pop
•Low traffic numbers compared to population
• Lack of middle position games
• Teenager audience majoritary
8. Spain
Title Genre Publisher Main Est DUV
Audience
1 Comunio Sport Comunio Male 150k
Management 18/34
2 Farmerama Management Bigpoint Female 120k
Population - 46M 25/44
3 Club Penguin Virtual World Disney Kids 6/14 75k
Broadband connections
4 Dark Orbit Strategy Bigpoint Male 60k
57% of the households 15/25
5 Habbo Virtual World Sulake Male 50k
FB penetration : 33% 13/17
• strong Bigpoint presence
• Huge success of Comunio
• Good position of Club Penguin
9. Poland
Title Genre Publisher Main DUV est
Audience
1 Farmerama Management Bigpoint Female 250k
18/34
2 Stardoll Fashion Stardoll Female 70k
13/17
Population - 38M 3 Shakes& RPG Playata Male 70k
Fidget 13/17
Broadband connections 4 Moviestar Fashion Moviestar Female 70k
Planet Planet 9/13
57% hh
5 Plemiona/ Strategy Innogames Male 50k
Tribal Wars 13/17
FB penetration: 18%
• Relatively young audience
• Low Facebook penetration
10. Netherlands
Title Genre Publisher Main DUV est
Audience
1 Online Soccer Sport Gamebasics Male 70k
Manager NL Management 13/17
2 Farmerama Management Bigpoint Female 70k
25/44
Population - 17M 3 Moviestar Fashion Moviestar Female 60k
Planet Planet 9/13
Broadband connections 4 Go Fashion WatAgame Female 50k
Supermodel 10/16
80% hh
5 Habbo Virtual World Sulake Teens 50k
13/17
FB penetration: 32%
• Kind of mix between German and Scandinavian market
• Bigpoint, Innogames as well as Scandinavian fashion games
•Different audiences
11. Nordic Countries
Title Genre Publisher Main DUV est
Audience
1 Moviestar Fashion Moviestar Female 300k
Planet Planet 9/13
2 Go Fashion WatAfgame Female 200k
Supermodel 10/16
Population - 25M 3 Habbo Virtual World Sulake Teens 60k
13/17
Broadband connections 4 Panfu Virtual World Young Kids 6/14 50k
Internet
76-83% hh
5 Stardoll Fashion Stardoll Female 50k
13/17
FB penetration: 50-55%, exc.
39% in Finland
• Similarly to UK market, skewed towards a young age
• Local companies very strong here
• Bigpoint, Innogames inexistent
12. Best internationalisation strategies
• Partnering with local media/portals
• Harnessing affiliate power
• Opening local offices
• Develop local content
• Use local social networks
• Critical mass issues
13. Internationalisation limitation
factors
• Too niche local content
• Restrictive IP
• Local good or bad PR, sudden growth
• Viral-based growth
• Strong preexisting local competitors (or
copycats)
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(France, UK, Netherlands, Germany, Ir
eland, Luxembourg)
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Also Shakes & Fidget, Wurzel Imperium, The Settlers Online, Habbo, Grepolis, Kapi Hospital, Free Aqua Zoo…Lag in Facebook adoption : Bigpoint « Rama » series, Goodgame studiosVery mature market : older, more mainstream audience developedExtreme competition on young male and middle age female segments
Also Exoplanet War, Stardoll, Oh my Dollz, Skyrama, Grepolis, Habbo, Urban RivalsStrength of teenage audienceVery «flat » market, lots of games with healthy popStrong domestic players : Beemoov, Feerik, Owlient, Boostr, Many Players, Motion Twin…
Also Exoplanet War, Runescape, Roblox, Habbo, EvonyMarket strongly dominated by kids/teens titles : also Roblox, Runescape, Habbo…Also relatively flat marketMuch closer to US market than EU ones : no strong position for Bigpoint, Innogames, Travian
Also Urban Rivals, Smeet, Goal UnitedLow traffic numbers compared to population Lack of middle position games Travian much ahead Teenager audience majoritary, younger audience even on Farmerama
Also Grepolis, Stardoll, Seafight, Eredanstrong Bigpoint presence, even on their old games Huge success of Comunio, even more than Germany Good position of Club Penguin
Also Zoo Mumba, Grepolis, Travian, HowrseRelatively young audience, even for Farmerama Very late on Facebook : can explain the success of social-types games
Also Grepolis, Skyrama, Runescape, Travian
Also Travian, Howrse, AQ Worlds
Bigpoint/Sulake partnerships with local media, Bigpoint affiliate program, Bigpoint/Sulake offices, Stardoll local agencies,Local content : Stardoll/Habbo(Otto clothing, local pop stars) , Common mythology (Greek, Roman)Local social networks : Hyves, Nazsa_Klasa, Tuenti… also games are less developed -> countries with lower FB penetration (Germany, Poland) might present better browser games opportunities.Focus on office, kids and traditional PC genresFocus on territories where tablets/smartphones are less present (for browser games)
Too local content : eg soccer management game centered on one country, Virtual Regatta, a UK cricket gameRestrictive IP: Local buzz, sudden growth : Pennergame, Ma Bimbo : very provocative, bad-taste games. Viral-based growth : Runescape issueLocal competitors: Club Penguin/Panfu