Monday, May 18, 2015

Statistics of Game Company Websites

Always good for a lark, I've explored some of the meaningless estimations of online website value calculators and find it funny as ever.  What you do, is enter the URL of a website, into the search bar on these sites, and it will spit out a theoretical estimation of the monetary value of the website in question.

Take this blog for example:
You can generate a report here, and laugh at our pitiful daily value.  Here's a brief summary:
Our blog is estimated to be worth....... $58 at this time.  It has the potential to make a little over $6 a year.  It estimates that we have about 120 visitors a month, but happily our statistics page says it is significantly more.

So out of curiosity, I have had some fun plugging some big company's sites into Alexa (by Amazon) and a couple of other "webvalue" sites.  To save you the trouble, I've compiled some loose information below from Worth of Web - which seemed a little more in the middle of the extreme results I found elsewhere.

Website "Worth"
coca-cola.com $37 million
walmart.com $2 billion
meeplemart.com $18,376
miniaturemarket.com $405,687 (down more than $100,000 in the past 150 days)
manticgames.com $24,000
games-workshop.com $1.6 million
spartangames.co.uk $21,000
warlordgames.com $43,000
fantasyflightgames.com $1.2 million
privateerpress.com $57,000

Apart from the nature of highly innacurate estimations put out by the "web worth" sites, there is some fun to be found in looking at Amazon's "Alexa" website.  Alexa provides actual tracking of visitors, search engine use, and demographics.  This looks a lot more official, and has charts; so it must be legit!

Looking at this blog for example, we see that Alexa thinks we have about 3 visitors a day (also very much not what the backend tells us), and most of our link-ins come from the dreadball module page on vassal, dreadball forum and the privateer press forum.  The link-ins are correct, we consistently have visitors from the Privateer Press forum and people looking for information on dreadball.  Guess we'll have to make more of that content!

So let's look at some fun information from Alexa on the big ones listed above, and for interest sake, the website of the company behind Dreadball; Mantic Games.

Manticgames.com
Demographic: Entirely Male, In/post College, Sitting at home.
Country of origin (largest portion to smallest): US 24%, Netherlands 22%, UK 20%
Most Searched: Kings of War
Most visited prior (after google): Facebook, Kickstarter

Fantasyflightgames.com
Demographic: Almost Entirely Male, In all stages of life, Sitting at home, and a few from work.
Country of origin (largest portion to smallest): US 60%, UK 5%
Most Searched: Netrunner
Most visited prior (after google): Facebook, Boardgamegeek

Privateerpress.com
Demographic: Entirely Male, In/post College, Sitting at home.
Country of origin (largest portion to smallest): US 42%, Finland 12% , UK 10%
Most Searched: Warmachine/War Machine
Most visited prior (after google): Facebook, Privateerpressforums

Games-Workshop.com
Demographic: Almost average Female, Above average Male, In/post College, Sitting at home, some at work.
Country of origin (largest portion to smallest): US 30%, UK 19%, Ger 9%
Most Searched: Warhammer
Most visited prior (after google): Facebook, Youtube

Warlordgames.com
Demographic: Male, Post College, Sitting at home, some at work.
Country of origin (largest portion to smallest): UK 34%, US 25%, CAN 22%
Most Searched: Bolt Action
Most visited prior (after google): Facebook, Shopify

Spartangames.co.uk
Demographic: Not enough Info
Country of origin (largest portion to smallest): US! %50+, 21% France, 10% UK
Most Searched: Firestorm Armada by a long shot
Most visited prior (after google): Facebook, Youtube
One of the top 5 links is us! Woohoo

Some observations and thoughts:
It is really a big difference between companies that people perceive to be competitors in the tabletop gaming world.  There could also be some perceptions of what the most popular game is from a company.  In the end, it's just fun to see how many people are visiting sites and playing some great games.  And the joke about Fantasy Flight being in a position to buy GW might not be that far off of a possibility!

The really interesting piece for me was how much traffic is from the US, for businesses based in the UK, and how I've had this perception that tabletop gaming is much more popular in the UK than anywhere else.  Yet in the case of Spartan games, if Alexa is to be believed, the vast majority (70-80%) of the visitors to their site are not from the UK at all.

Also, Mantic and Warlord Games seem to have the most balance in their international interest.

Also of interest is that apart from google, Facebook, and other social media sites are the leading contributor to web traffic.  This is hardly a surprise to a hobby industry, but is also an area that some companies have little to no official presence.  Games Workshop for example doesn't even have sharing buttons on their site.

What do you think web traffic tells us about game companies?  Share your comments below.

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