Euro virtual goods market to triple to 1.9bn by 2014

UK is second largest virtual goods market in Europe and expected to double to 180.5m

The market for virtual goods in Europe is expected to triple to 1.9 billion by 2014, according to research by online payments company Skrill.

The UK, which already ranks as the second largest market in Europe for virtual goods, is expected to double by 2014 to 180.5 million, from 93.1 million in 2010.

According to the research, the top ten markets in Europe during 2010 were:

  • 01 Germany 139.3 (159.8)
  • 02 Great Britain 93.1 (106.8)
  • 03 France 91.1 (104.5)
  • 04 Italy 53.0 (60.8)
  • 05 Russia 51.6 (59.2)
  • 06 Spain 48.2 (55.3)
  • 07 Turkey 30.2 (34.6)
  • 08 Netherlands 12.3 (14.1)
  • 09 Norway 97.1 (11.1)
  • 10 Belgium 93.5 (10.7)

France saw the highest average spend on virtual goods in 2010, with 28.48, followed by Turkey with 27.03 and Spain on 26.68. The UK was sixth on the list with 19.34 spent on average.

"As this study shows, as we move towards 2014 in-game purchases will rise sharply," offered Martin Ott, co-CEO of Skrill.

"Despite the economic crisis the virtual goods market offers enormous potential for game providers. Especially for those who want to exploit it using virtual objects or clever game subscriptions."

Skrill's data was compiled by analysing a database of over 1.4 million unique transactions, in combination of statistics from the International Telecommunications Union and the World Bank. The study includes in-game transactions, virtual currency, temporary subscriptions and game related services across PC, MMO, social and console formats.

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Latest comments (1)

So as a summary of the analysis, one should try to flog virtual horses to the french and turkish (higher average spend) and the spanish. Wouldnt that be great if virtual in game spending can keep the Euro afloat!!
Someone tell their local MEP
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