- 10. September 2020

Gaming media in Europe

Alex Gevers
Alex Gevers
Senior Insights Manager

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 -1.0 -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
EU5 8 54
France 7 60
Germany 4 74
Italy 5 38
Spain 12 53
UK 14 78

Source: Comscore MMX Multi-Platform, Total Audience, July 2020, EU5 countries.

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.
EU5 Easybrain.com
France Moonactive.com
Germany Webedia gaming
Italy Moonactive.com
Spain Gameberrylabs.com
UK Gameloft

Source: Comscore MMX Multi-Platform, Total Audience, July 2020, EU5 countries.

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