2025 State of Programmatic Report
This week’s snapshot summarises the online gaming media footprint in Europe. We include statistics for France, Germany, Italy, Spain, the UK and EU5 averages for benchmarking purposes.
Scope: Our analysis covers websites and mobile apps where consumers can find information on video games and game-related news, as well as websites and mobile apps where users can play online video games.
Top line observations:
Table 1: Having spent lockdowns glued to their screens, it seems that consumers in Europe took a collective break from gaming in July 2020: the proportion of internet visitors who visited a game-related site or app decreased in most EU5 countries, both month-on-month and year-on-year (with the exception of Germany).
Table 2: The gaming ecosystem is highly fragmented and competitive: very few companies reach more than 5% of internet visitors, while many achieved more than 1%.
Table 3: While the gaming landscape varies from one country to another, there are a few gaming entities that appeal in more than one country – Moonactive.com being one of them. Tellingly, for many of the gaming entities that appear in table 3, the mobile market is core to their offering.
Table 1. Reach of gaming sites and apps
% reach of total digital population (July 2020)
Month-on-Month percentage points change (July 2020 vs June 2020)
Year-on-Year percentage points change (July 2020 vs July 2019)
EU5
68.1
-4.0
-2.3
France
56.3
-15.2
-10.9
Germany
70.0
0.2
2.2
Italy
64.2
-1.0
3.0
Spain
69.9
-2.9
-6.3
UK
79.6
-0.6
Source: Comscore MMX Multi-Platform, Total Audience, July 2020, EU5 countries.
Table 2. Market competitiveness and consumer adoption of gaming sites and apps
Prevalence of gaming, by country
Number of gaming sites who reach more than 5% of the total digital population
Number of gaming sites who reach more than 1% of the total digital population
8
54
7
60
4
74
5
38
12
53
14
78
Table 3. Online gaming media: movers and shakers
Gaming sites or apps which increased their reach (in percentage points) the most between July 2020 and July 2019.
Easybrain.com
Moonactive.com
Webedia gaming
Gameberrylabs.com
Gameloft
Comscore MMX® Multi-Platform provides an deduplicated view of total audience behavior across desktops, smartphones and tablets.
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