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Digital Advertising

  • Writer's pictureFabrício de Lucca

How to Launch Your Game in Germany: A Guide to the Lucrative German Gaming Industry

The German gaming industry is a thriving and highly profitable market. With a large population of gamers and a strong affinity for gaming, Germany presents an excellent opportunity for game developers to launch their products. In this article, we will explore the German gaming market, the challenges associated with entering it, and how to overcome those hurdles successfully.

Key Takeaways:

  • The German gaming market offers lucrative opportunities, generating $6.5 billion in revenue in 2022.

  • German gamers prefer strategy, action, and adventure game genres.

  • Mobile gaming is leading the device split, followed by consoles and PC gaming.

  • Leading German gaming companies to watch Bigpoint, Wooga, and InnoGames.

  • Entering the German gaming market requires navigating licenses, regulations, cultural barriers, and effective marketing channels.

  • Compliance with USK guidelines for age ratings is essential for building trust with German players.

  • Engaging with German gaming communities, influencers, and media outlets is key for effective marketing.

  • Adhering to advertising laws ensures ethical and legal promotion of games in Germany.

What do you need to know about the German Gaming Market?

Germany boasts a thriving gaming industry, with millions of active players and significant revenue potential. According to a market research by Newzoo, the German gaming market generated $6.5 billion in revenue in 2022, making it an attractive destination for game developers worldwide. Here are some key insights into German gamer preferences:

  • Popular Game Genres: German gamers have shown a strong affinity for various game genres. According to a study by Statista, the most popular game genre among German gamers is strategy, followed by action and adventure. Our extensive experience and expertise in these genres position us as a trusted partner for game developers looking to enter the German market.

  • Mobile Gaming Growth: According to a report from The German Games Industry Association, mobile gaming has gained significant popularity in Germany, with smartphones leading as the most widely used gaming platform, attracting 23.5 million players in 2021. Consoles maintained their position as the second-most popular platform, with 17.8 million players. PC gaming, however, experienced a slight decline, falling to 14.3 million players.

  • Multiplayer and Social Interaction: German gamers often enjoy multiplayer experiences and social interaction within games. Cooperative and competitive multiplayer games have gained popularity in Germany. Online games that allow players to engage with friends and participate in communities have a strong appeal. Providing features that foster social interaction can enhance the gaming experience for German players.

Some of the leading gaming companies in Germany include Bigpoint, Wooga, and InnoGames. These companies have gained global recognition and have contributed significantly to the growth of the German gaming industry. Partnering with or learning from these established players can provide valuable insights into the market and potential collaboration opportunities.

In addition to its robust market, Germany also offers support to game developers through the Federal German Games Funding Programme. This program provides funding and resources to stimulate the development of innovative games in the country. It aims to foster creativity, promote cultural diversity, and enhance the competitiveness of the German gaming industry. Game developers can apply for funding to support various aspects of game development, including production, marketing, and distribution1.

The Federal German Games Funding Programme serves as a valuable opportunity for small to medium-sized game developers looking to enter the German gaming market. By leveraging this funding program, developers can access financial support and expertise to bring their games to the market successfully. You can learn more about the fund here.

How difficult is it really to get into the German Gaming Market?

While the German gaming market presents exciting opportunities, entering it can be challenging, especially for independent game developers. The market is highly competitive, with established players dominating the scene. Moreover, cultural nuances and language barriers can pose obstacles for foreign game developers. Understanding the intricacies of German gaming regulations and compliance requirements is also crucial for a successful entry.

Furthermore, becoming familiar with local marketing channels and advertising laws is essential. Identify the most effective platforms for promoting your game in Germany, such as popular gaming websites, forums, and social media channels. Ensure your advertising campaigns comply with German regulations to avoid any legal issues.

At Nomads Digital, we have assisted in launching 137 games, providing us with valuable experience and expertise in navigating the German gaming market. Our deep understanding of the market landscape allows us to guide game developers through the intricacies of the industry and help them overcome barriers to entry.

What will it take in order to breach the German Game Market?

Launching a game successfully in the German market requires a comprehensive marketing strategy. Consider the following key elements:

  1. Obtaining a license: Familiarize yourself with the licensing requirements and engage with the USK to ensure compliance. Visit the official USK website for detailed information on the classification process and the documentation needed.

  2. Know your market: Conduct thorough market research to understand the German gaming landscape. Analyze market trends, player preferences, and competitors' strategies. Identify gaps in the market and position your game accordingly. Regularly monitor player feedback and reviews to gain insights into areas for improvement and adjust your marketing and development strategies accordingly.

  3. Targeted marketing campaigns: Develop targeted marketing campaigns tailored to the German audience. Identify the most effective channels, such as social media platforms, gaming forums, and relevant websites, to reach your target demographic.

  4. Create engaging content: Captivating the attention of German gamers requires compelling and engaging content. Develop visually appealing trailers, gameplay videos, and screenshots.

  5. Connect with players: Establish official forums, social media groups, and a dedicated Discord server to foster interaction among players. Engage with the community, address their concerns, and encourage discussions about your game. By fostering a sense of community and providing a platform for players to connect, you can create a loyal fanbase that supports and promotes your game.

  6. Collaborate with influencers: Collaborate on gameplay videos, live streams, or sponsored content to generate excitement and reach a broader audience. Leveraging the influence of local gaming personalities can help you gain traction and credibility in the German market.

  7. Cultural adaptation: Tailor your game to suit the preferences and cultural sensibilities of German gamers. Consider localizing your game by translating it into German and incorporating elements that resonate with the target audience.


While breaching the German gaming market may present certain challenges, it is undoubtedly a worthwhile endeavor. Germany offers a lucrative opportunity for game developers to tap into a thriving gaming industry. By understanding the preferences of German gamers, complying with local regulations, and establishing effective marketing strategies, you can position your game for success in this competitive industry.

At Nomads Digital, we understand the intricacies of the German gaming market and can provide tailored marketing solutions to help you achieve your goals. Devising targeted marketing strategies, we're here to support your journey into the German gaming industry.

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