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Press Release

Survey of Market Trends for Mobile Games in Four Major European Countries (U.K., Germany, France, and Italy)

Market in 2020 to be led by U.K. and Germany, exceed ¥600 billion, 1.8 times the 2015 level

CyberAgent

CyberAgent, Inc. (Minato-ku, Tokyo; Susumu Fujita, President; TSE First Section, Code 4751), in a joint project with Seed Planning Inc.  Digital InFact, (Bunkyo-ku, Tokyo; Yoshio Umeda, President), conducted a survey of market trends for mobile games*1 in four major European countries (U.K., Germany, France, and Italy).

Survey Items (2014 – 2020)
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1.    Estimates and forecasts for the mobile game markets in the four countries (by business model)
(In-app purchase, paid apps, advertising)
2.    Estimates and forecasts for the mobile game markets in the four countries (by country)
(U.K., Germany, France, and Italy)
■    Characteristics of the mobile game markets in four major European countries and outlook
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1. Estimates and forecasts for the mobile game markets in the four countries (by business model)

•    With the spread of smartphones, global hit titles using the free-to-play (F2P) model are extremely popular.
•    The market is expanding rapidly, with the mobile game market in the four major European countries worth ¥344.3 billion*3 in 2015.


Europe has recently produced several mobile game companies turning out global hit titles. The appearance and popularity of casual and strategy games that have become global hits has driven the spread of mobile gaming across genders and age groups.

In recent years, user demand for charges in games adopting in-app purchase*4 has grown rapidly, and has driven the market in Europe. The mobile game market in the four major European countries in 2015 is estimated at ¥344.3 billion, an increase of 119% year on year.

By business model, the market in Europe is centered on the freemium model, the same as the trend in the global market, which accounts for a greater proportion of the market each year. At the same time, games with high premium value, such as select intellectual property (IP)-based titles and sports games, have adopted the download model, gaining a certain level of support from users.

Sophisticated solutions to monetize mobile games with ad formats have also become available. The use of the advertising model in titles mainly from small and mid-sized operators is particularly notable, maintaining a certain level of demand.

2. Estimates and forecasts for the mobile game markets in the four countries (by country)

•    Among the four major European countries, growth in mobile game markets up to now has been centered on the U.K.
•    Germany will be the growth driver for the future.


Among the four major European countries, as of 2015 the country with the biggest market for mobile games was the U.K. (¥127.2 billion), followed by Germany (¥99.5 billion), France (¥79.3 billion), and Italy (¥38.2 billion).

In contrast with the East Asian region, where user game consumption trends and business practices vary by country, the market characteristics for user game consumption trends in Europe are relatively similar. A greater proportion of Europeans also use tablets compared to users in East Asia.

■ Characteristics of the mobile game markets in four major European countries and outlook

•    Markets capturing demand from a segment of consumer game users are expected to show medium to long-term growth.
•    Market scale in 2020 is expected to reach ¥600 billion, around 1.8 times the 2015 level.


In the European market, full-fledged games such as consumer games and PC online games have deeply rooted demand, and are relatively segregated from the mobile games that account for more casual game titles.

The increase in use of mobile games on tablets provides a firm base for demand of casual games among light users, while market growth over the longer term can be expected by offering new titles with advanced gaming features to capture new demand from users of conventional consumer games and PC online games. By 2020, the mobile game market in the four major European countries is forecast to be ¥612.9 billion, around 1.8 times the 2015 level.

Notes
1.    In this survey, “mobile games” is defined as games downloaded on smartphones and tablets. This does not include games for feature phones.
2.    This survey was conducted based on interviews with persons in the game industry, together with public information, and data from CyberAgent and Seed Planning. 
3.    Exchange rate of ¥120/US$.
4.    In-app purchase: Business model in which basic use is free, with revenue gained from charges to certain users in the game.


■ Survey Summary
Survey director:    CyberAgent Inc.
Survey period:    October 2015 to March 2016
Survey method:    Interviews with persons in the game industry, along with compilation of data from the survey director and research agency, and public information.
Survey subject:    Mobile games
Survey agency:    Seed Planning Inc. Digital InFact
*    Reprints or use of the content of this survey must credit CyberAgent by including the phrase “Copyright© CyberAgent, Inc. All Rights Reserved.”