An overview of the Italian videogames market in 2018, with size, value, hardware and software details. The presentation includes data on eSports and a chapter dedicated to the traditional and new business model of the industry.

1. Max Da Vià
The Videogames
Market in Italy

3. Agenda
The Italian videogames market in 2018
E-sports in Italy
Business Models

4. 1. The Italian Market
Max Da Vià

5. Hardware
Consoles
Home Portable
Accessories

6. Software
Digital Retail
Games (PC/Console) Apps Games (PC/Console)

7. The Italian Videogames Market in 2018
€ 1.757M
24%
Hardware
€ 427M
76%Software
€ 1.331M
Total value of the market
(hardware + software
digital/retail) € 1,757B
+18,9% vs 2017
+26,9%
vs 2017
-0,6%
vs 2017
Source: AESVI 2018

8. Hardware Overview
Source: AESVI 2018
€ 427M
24%
76%
+8,1%
vs 2017
Accessories
€ 103M
-3%
vs 2017
Consoles
€ 324M
€ 324M
-1,1%
vs 2017
Home
Consoles
€ 314M
Portable
Consoles
€ 10M
-41%
vs 2017
93%
7%

9. € 1.331M
34%
+86,6%
vs 2017
25%
41%
-8,7%
vs 2017
+15,6%
vs 2017
Digital
€ 548M
Software Overview
Retail
€ 338M
Apps
€ 445M
Source: AESVI 2018

10. Top 10 Videogames in 2018
Console Retail PC Retail Digital Apps
Source: AESVI 2018

11. Italian Players Overview
16,2M of people played
videogames in 2018, 37% of
the Italian population
between 6 and 64 years
AGE

12. Playing Devices (1/2)
6,1M
Players
Source: AESVI 2018
Others: 0,5M
Wii, Wii U: 2,1M
Switch 0,8M
Xbox 360: 1,1M
Xbox One: 1,1M
PS3: 1,4M
PS4: 3,3M
Home Consoles
* Number of players who play exclusively a PS4, Xbox or a Switch
Console Players
3,9M* 2M

13. Playing Devices (2/2)
Source: AESVI 2018
10,1M
Players
iPhone: 2,6M
Android Tablet: 2,7M
Android Smartphone: 7,7M
Smart Devices*
* Number of players who play exclusively an Android or Apple Device
Net Players
3,5M* 8,4M* 7,6M
Players
PC Players
iPade: 1,8M

14. Source: AESVI 2018
PEGI Rating in 2018
Age ratings are systems used to ensure that entertainment content is clearly
labelled with a minimum age recommendation.
PEGI is used and recognised throughout Europe.
Of all the games distributed in Italy in 2018,
56% are suitable for players between 3 and
12 years old (PEGI 3, PEGI 7, PEGI 12).

15. 2. E-sports in Italy
Max Da Vià

16. Source: Cambridge Dictionary
E-sports Definition
The activity of playing computer games against other people
on the internet, often for money, and often watched by other
people using the internet, sometimes at special organized events:
E-sports have become a major industry, as some of the top
gamers around the world battle each other in a wide range of
games.
E-sports is now a huge spectator sport.

18. Source: AESVI 2019
Italian Fanbase
In Italy there are 350k E-sports avid
fans, people 16-40 y.o. who watch each
day E-sports events, +35% vs 2018
More than 1,2M of people 16-40 y.o
watch more than once E-sports events
in a week, +20% vs 2018

19. Source: AESVI 2019
Top E-Sports Games in Italy
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
FIFA Call of Duty League of
Legends
Rainbow Six Hearthstone Fortnite Apex
Legend
Overwatch PUBG Halo

20. 3. Business Models
Max Da Vià

21. Four Typical Business Models
Premium is defined as charging $.99 or more for a game or an app.
Premium was the predominant model early days of gaming and is still very
popular for PC and consoles.
Freemium is the practice of giving your game or app away for free and
making money via in-app purchases (IAP).
Ad supported apps are supported by advertising, and typically include
banner advertising or other types of in-app advertising.
Hybrid, any of the models described above in various combinations. The two
most common hybrids are:
- Freemium with ad-supported.
- Premium with in-app purchases (IAP).

22. Games as a Service
Games as a Service (GaaS) are ways to monetize video games either after their
initial sale, or to support a free-to-play model. Games released under the GaaS
model typically receive a long or indefinite stream of monetized new
content over time to encourage players to continue paying to support the game*.
* Wikipedia

23. GaaS: Monthly Subscription
Many Massively Multiplayer Online games (MMOs)
use monthly subscription models. Several MMOs
offer an initial trial period that allow players to try the
game for a limited amount of time, or until their character
reaches an experience level cap, after which they are
required to pay to continue to play*.
* Wikipedia

25. GaaS: Game Subscription Services
Subscription services like EA Access and Xbox Game
Pass grant subscribers complete access to a large
library of games offered digitally with no limitations.
User need to download these games to their local
computer or console to play. However, users must
remain subscribed to play these games*.
* Wikipedia

27. GaaS: Cloud Gaming
Services like PlayStation Now or Stadia allow players
to play games that are run on remote servers on
local devices, eliminating the need for specialized
console hardware or powerful personal computers,
outside of the necessary bandwidth for Internet
connectivity.

29. GaaS: Microtransactions
Microtransactions represent low-cost purchases,
compared to the cost of a full game or a large
expansion pack, that provide some form of
additional content to the purchaser. The type of
content can vary from additional downloadable
content*.
* Wikipedia

31. GaaS: Season Passes
Games with season passes provide one or more large
content updates over the course of about a year, or a
"season" in these terms. Players must buy into a
season pass to access this new content; the game
remains playable if players do not purchase the season,
but they are unable to access new maps, weapons, quests,
game modes, or other gameplay elements without this
content.

33. ©34BigThings – Confidential and Proprietary Information
Contact Info
Max Da Vià
Email: mdavia@gmail.com
LinkedIn