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Understanding Europe for Business Expansion

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Explore the diverse European landscape with its cultural nuances, legal frameworks, payment methods, and market statistics to strategize your business expansion successfully.

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Understanding Europe for Business Expansion

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Presentation Transcript

  1. The Plan • Europe? • Definition(s) • Territory Profile • Market • Business in Europe • Licensing • Self Publishing • QA & Special Thanks

  2. The Speaker • Thomas Bidaux • GOA.com • NCsoft Europe • ICO Partners • As well as… • University: Langue, Littérature et Civilisation Etrangère – Anglais • Shakespeare, Marianne Moore and the British and American Civilisations

  3. Europe?

  4. Europe?

  5. Europe? Herman Moll - 1708

  6. Europe?

  7. Europe?

  8. Europe?

  9. Political Europe • Many definitions • Euro-zone (16 countries) • EU (27 countries) • Schengen (31 countries) • Council of Europe (47 countries)

  10. Euro-zone ██ Eurozone (16) ██ EU states obliged to join the Eurozone (9) ██ EU state with an opt-out on Eurozone participation (2)

  11. European Union

  12. Schengen

  13. Council of Europe

  14. Europe in Numbers (1) • Superficy • 4 300 000 km² (that’s 1 600 000 sq miles) • USA - 3 800 000 sq miles • Population • 500M in Europe • USA - 300M • Density • 114/km² • USA - 31/km²

  15. Europe in Numbers (2) • Currencies • 12 • Internet Users (%tage of Worldwide users) • 28% Europe • 18.4% North America • Comscore January 2009 • Consoles • 8.4M PS3 • 8.9M Xbox 360 • 16M Wii

  16. Europe beyond Numbers • Cultural particularities • History • Metric system • Sports • No Baseball • Football is played using your feet • Rugby • Cricket (actually…) • Comics books :

  17. Europe beyond Numbers • Cultural particularities

  18. Europe beyond Numbers • Cultural particularities • Humour • France and Germany Arte TV channel • Personal Relationship • North vs South • Marriage and dating • Moving « abroad » • Food

  19. Europe beyond Numbers • Religions

  20. Europe beyond Numbers • Faith

  21. Europe Legal framework • Civil law system (except in the UK) • European Union regulations • All EU countries tend to align their legal rulings (very slow process) • Data Protection • Extremely regulated • Shared trust between EU states • Consumer Protection laws • Shared Across EU states (not 100% though) • Tougher than the US regulations

  22. Europe Game ratings • PEGI (32 countries) • Voluntary system – legally enforced in a few countries • BBFC in the UK for game rated 16+ or more • Mainly for retail • Nothing on Alcohol, Tobacco or Blood • Very quick approval process for 12+ games

  23. Europe Game ratings

  24. Europe Game ratings • USK (Germany) • Legally enforced • Retail Only • A lot of urban legends but… • No Swatiska and be careful on WW2 with references • Quick approval process (except in the summer) • Some examples on the cultural difference:

  25. Leipzig Game Convention

  26. Some ratings examples

  27. Europe and Languages • 40+ different languages in Europe: • Important languages : English (British), French, German, Spanish, Italian, Dutch, Swedish, Danish, Norvegian, Russian, Finnish, Polish, Greek, Russian. • Many minor languages: Basque, Breton, Welsh, Gaelic, Corsican, Catalan, Slavic and Baltic languages… • And even Latin • 3 different alphabets (with variations): • Roman • Greek • Cyrillic

  28. The AZERTY (french) Keyboard

  29. Europe and Languages • British VS American: • Different spelling • Different vocabularies • Different sensibilities: • Spaztic – Mario Party 8 was removed from shelves • Short Shag – Fusion Fall (kid game) haircut description

  30. Europe and English

  31. Means of payment (1) • SMS • high rate • popular with kids and teens • Higher mobile phone penetration than the US (107 vs 77 per 100 inhabitants in 2006) • Credit/Debit Cards • Popular with adults (different rates of equipment between countries, generally less than US) • Local version very common (Carte Bleue, Swift) • ELV • very common in Germany • Bank transfer (high rate of charge back)

  32. Means of payment (2) • Pre-paid cards • Paysafe – 210k outlets in 16 countries, 2.7k web shops, 15M transactions in 2008 • Wallie – XXX • Premium landline call • Popular with kids and for small amounts • Direct ISP billing • VAT in Europe • Based on the country of operation • Average is 20% • Listed prices are inclusive

  33. Means of payment (3) Source – ACNielsen Oct 2005

  34. Means of payment (4)

  35. Means of payment (5) US : 59% (US census bureau)

  36. European Market • Popular Online Games

  37. European Market • PC market In 2008 laptops = 70% of European PC market Netbooks = 10% of the total European PC market 70% of netbooks sales were in Europe in 2008 Netbooks EU market expected to grow from 8M units in 2008 to 50M units in 2012

  38. European Market • Size of the Internet market Broadband lines per 100 inhabitants. 2008

  39. European Market • Size of the Market Source: idate September 2008

  40. European Market • Size of the Market WOW Servers

  41. European Market – MMO • Size of the Market (estimates) • LOTRO – 50/50 split US/EU • Age of Conan – 35/65 split US/EU • Runescape – 66/33 split US/EU • Guildwars – 45/55 split US/EU • EU Estimates

  42. European Market • Free to Play Market • Driven by browser-based • Some succesful client-based Free to Play • EU Estimates

  43. European Market • F2P vs P2P (from 400+ games currently operated in Europe or under development)

  44. European Market • F2P vs P2P

  45. European Devs • Online Games Studios • 173 studios • 300+ projects

  46. European Devs • Prominent Studios

  47. European Operators • Local actors • Codemasters – Lotro, DDO, Jumpgate, Archlord • GOA.com – DAoC, WAR, Goa.com • Frogster – Runes of Magic, Bounty Bay Online • Gameforge – Metin 2, Ogame • Bigpoint – Seafight, DarkOrbit • Gamigo – Level R, Last Chaos, Shot Online • Burda IC – Florensia, Ragnarok, Alaplaya • Games Masters – Cabal Online, Perfect World • Local subsiduaries • Blizzard – WOW • NCWest– GW, Lineage 2, City of Heroes • Club Penguin – Club Penguin • Gala Net – Flyff, Rappelz • AeriaGames – Last Chaos, Shaiya, Megaten • Nexon – MapleStory, Combat Arms • SquareEnix - FFXI

  48. European gameplay style • Service expectations • Language • Call center • Communication/Community

  49. European gameplay style • Differentplay style

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