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Keys to the European Market Thomas BIDAUX CEO, ICO Partners

Keys to the European Market Thomas BIDAUX CEO, ICO Partners. Introduction. Speaker Europe. Quick market overview. Disclaimer All numbers are estimates Estimates are from November 2011 (source ICO Partners). Germany. Client. Population - 82M Home PC equipment 84% of the households

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Keys to the European Market Thomas BIDAUX CEO, ICO Partners

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  1. Keys to the European MarketThomas BIDAUXCEO, ICO Partners

  2. Introduction • Speaker • Europe

  3. Quick market overview • Disclaimer • All numbers are estimates • Estimates are from November 2011 (source ICO Partners)

  4. Germany Client Population - 82M Home PC equipment 84% of the households Broadband Connections 65% of the households Browser

  5. France Client Population - 63M Home PC equipment 69% of the households Broadband connections 58% of the households Browser

  6. United Kingdom Client Population - 62M Home PC equipment 81% of the households Broadband connections 70% of the households Browser

  7. Italy Client Population - 60M Home PC equipment 61% of the households Broadband connections 39% of the households Browser

  8. Spain Client Population - 46M Home PC equipment 66% of the households Broadband connections 51% of the households Browser

  9. Poland Client Population - 38M Home PC equipment 66% of the households Broadband connections 51% of the households Browser

  10. Online game companies Europe revenues - million €

  11. Market trends • Free to Play • New genres • Social games beyond Facebook • New growing markets

  12. Market potential • Actors concentrating • Critical mass harder to achieve due to fragmentation • Critical mass easier to maintain • Average service quality

  13. Market challenges • Languages • Marketing channels • Monetisation • Cultural differences • Critical mass • Competition

  14. Ways to approach the market • Self-publishing – global service • Self-publishing – local service • Channelling partner • Third party publishing – licensing

  15. Self-Publishing Marketing Community Localisation Customer Support Public Relations Moderation Payment Solutions Account Management Distribution QA Back-end Customer Ownership

  16. Channelling partner - A Marketing Community Localisation Customer Support Public Relations Moderation Payment Solutions Account Management Distribution QA Back-end Customer Ownership

  17. Channelling partner – B Marketing Community Localisation Customer Support Public Relations Moderation Payment Solutions Account Management Distribution QA Back-end Customer Ownership

  18. Licensing partner Marketing Community Localisation Customer Support Public Relations Moderation Payment Solutions Account Management Distribution QA Back-end Customer Ownership

  19. Define a strategy • Why do you want to go there? • Expansion • Landgrab • Revenues • What are your means? • Connections • Existing user base • Budget • Resources

  20. Define a strategy • What are you weak points? • Specific discipline • Reach in the market • Product profile  Drive different discussion

  21. Choosing a partner • Affinity • Current port-folio • Long term strategy • Business terms • Align long term interest • You will need to care

  22. 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

  23. 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

  24. 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

  25. 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.

  26. Conclusion • Many opportunities • Many ways to take advantage of them • You always need to care!

  27. Contacting the speaker thomas@icopartners.com www.slideshare.net/ICOPartners www.icopartners.com/blog @icotom

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