This story was migrated from our old blog, originally published on October 5th, 2021.
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This blog post first appeared first on old medium publication (https://medium.com/startuprad-io), and was moved to this blog with the relaunch of our website in summer 2024.
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The Founder
As you may know, FIFA 22 was published just a few days ago. That is like Christmas for most eports fans. So, we took the opportunity to talk to Philipp Walter (https://www.linkedin.com/in/philipp-walter-51563/), CEO, and Founder of Gamers Academy (https://gamers-academy.com/) from Munich, to talk about the German esports market.
Philipp can already look back at a successful career with stops at PWC, Adidas and Under Armor, before founding Gamers Academy approx. 2 years ago in Munich.
The German Esports Market
The German esports market grew 27% to 8.5 bn € in 2020 (almost 10 bn US$). Many famous brands are already there and making an impact on the young fans and players there. You can learn more in the interview.
The Gamers Academy offers remote Fifa 22 coaching on different plans from more than 100 coaches. Either with on-demand tutorials, Game Play Analysis, Group or 1:1 Coaching. If you want to up your Fifa Game, have a look here: https://gamers-academy.com/en
The Video Interview is set to go live on Tuesday, October 5th, 2021 at 17.00 CET
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The Interviewer
This interview was conducted by Jörn “Joe” Menninger, startup scout, founder, and host of Startuprad.io. Reach out to him:
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Transcript
[0:00] Startup Red Dot IO.Your podcast and YouTube blog covering the German startups.With News interviews and Live Events hello and welcome everybody this is Joe from startupradio Deo your startup podcast and YouTube blog from Germanyas well as the world’s first internet radio station dedicated to startups and Tech.Bernie’s today I have a special episode for you since FIFA 22 is going to build releasedshortly before this interview is going life I thought it would be great idea to talk to someone about the German gaming Market orgamesMarket or e-sports Market we will totally get the right pronunciation from somebody who is called intent Eagle Walter hey Phillip hi Dean I’m really good thanks for having me and looking forward to the talk.
[1:05] That was already an inside joke but we we will get to that first I think we should nail down a little bit the numbers we’re basically talking about.Esports meaningplaying sports sports simulations on whatever device plus the usual gaming Market that is our topic of today in Germany and the german-speaking area but you real Insider there aren’t you
.
[1:36] I guess I hope so I’m I’m working my way into this scene Germany is a pretty pretty establish seen that regard with a few dinosaurs.Out there who lead the way since 20 years and I joined it from the more casual gaming angle so I let’s just.Few terminologies if that’s fine you know you got the Casual gaming part which is the majority of people who love basically gaming but then you got the professional side which is Esports so that’s the differentiation from the terminologies.Gaming is the Casual part and then you at Esports making money with that and going into until professional and that’s that’s part of it and yeah it’s a big market and growing as fastsimilar as in other countries out there and it’s a billion industry there’s some rumors about the exact numbers so looking forward to to the talk of of the potential of that market.
[2:30] That is actually why we’re talking about it here because when I saw your agency reaching out to me I realized that this is a 8.5building Euro market for the Americans out there that’salmost 10 billion something like nine point nine six billion US dollars in 2020 and it’s staggering because it has been growing 27 percent in 2020which is quite amazing do you think the Corona and lockdowns did play a big role in there.
[3:05] I absolutely Joe I mean kegger first of all the number and then my point of view that’s okay I’m from a kegger so the growth rates.I mean what’s out there grounding that fast right maybe Electric Mobility or some other crazy or very Innovative sectors but other than that I’m not aware of any.Double-digit growth in the 20 plus K where you so that’s pretty impressive I’d say no in the normal Sports industry welleverything a single digit is is already good thing and the second part yeah absolutely this is the Corona effect we don’t need to neglected that’s that’s part of it and I think this this is one and a half years ago right when it startedand and that was pretty muchum a dynamic which wasn’t planned even the numbers from all the smart people out there but there was a dynamic based on Corona you are not able to leave the house and then you obviously spend time on Twitter Youtube and obviously in any kind of gaming device you you have or even you bought new devices for sureCorona was a big big liver into this structure.
[4:14] What are we looking at here in terms of structure how is the German.Gaming Market structured is is it like the big population centers like Hamburg Berlin cologne Frankfurt Munich they are also like the biggaming hubs or is it completely different and people are spread all over where they have decent internet connection.
[4:37] I would say definitely the main aspect of part of that answer is obviously where the best internet connection a funny angle here that that’s the case becausegaming happens anywhere you just need solid internet connection and that’s pretty much itobviously there’s a density of population in the major cities like Berlin and Hamburg Frankfurt Munich and cologne area.Um another indicator where you see recently really really big projects in that space being in Berlin with a level or Arcadia in Hamburg which.Pretty much is a real estate project into gaming let’s call it the car DV or the Best Buy only for gaming cologne Experian so I would say there’s indicators from.From from the end consumer right where they have good access to network to consult two peers but then there’s obviously a real estate projects.I would say if for media connections then into the space as I just mentioned in a few major cities so I would say that that’s a split yeah.
[5:43] And as we’ve already settled before we even started the of course was there a lot of big gaming going on in student dorms with these added to that connection.Absolutely and just to throw in because this is the authority on German startups a few well-known German game developer names mostly their games they handle series.The settlers crytek with the 3Dengine used in crisis and Hunt they actually count Emerson amongst their investors and we just tear it a few weeks ago that tencent the Chinese Tech Giant is reportedly interested.In outright buying this as well as the game Star Citizen should ring a bell with the people withwith some gaming experience here is around is there anything important I have forgotten in terms of popular games.
[6:45] Pets that’s a good one so obviously Munich.Is starting to the to to to launch a few small startups who are game developers so unknowns for the names won’t ring a bell but we see Tendencies of in Munich and Berlinsome of them are coming up because obviously there’s a business potential thethe demand for mobile games is establishing even more also here I would say there is some learning effects from the history of German game the developers but also known as startupsgo into the space but I think Moto here in that area I would say it’s coming but the bell will ring next time.
[7:30] We got the boring stuff out of the way talking about popular games for me gaming actually started with the veryearly when you have the big bulky TVs and it started with an Atari gaming system where you have this this ping pong game like on theblack screen but real gaming started for me with with a buying a dune for my Amiga computer due to the first real time strategy gamereally addicted to a civilization admittedly I don’t get too often to play and just realize between one session and another session and civilization because you always see it.In my service oh when you last played was once 10-month where didn’t get to do any gaming at all.What and of course in the past Starcraft so what what’s your favorite what’s popular with you.
[8:27] I mean obviously the people in one now we always had a symptom of that there I also recall situations where I kind of stole X’s or got access to my father’s PC which.Pretty fancy back then we didn’t have any console yet it was a PC for work.And tried to get in the computer worked out somehow all look a little bit differently.Bother with California games I was always Sports addicted or an athlete myself football field hockey Runner.Skiing and that was kind of funny games this was a starting point into casual gaming it but my real I would say addiction to the scene came.You can study with Counter-Strike so there was pretty much the first month of Counter-Strike mm I’d say when it started during my studies and that was basically my.My real gaming starting point down which is any great memory after say 20 years so.
[9:27] I remember vividly gaming at the times of Counter-Strike we hadphysically to get all the people in one room and then connecting them with the coaxial cables you remember them they have and I almost almost lost my joy in gaming when I was there with a lot of heavy Counter-Strikeplayers and I think it in half an hour I datedied something like 27 times so not a game for me yes but what you said to us is the.Kind of the Retro perspective on the time I recall the exact same table setting in our dorm where we were playing for and for obviously we kind ofbuild our own arena in the the big kitchen area and everybody brought the big PCS and yes we ate pizza and drink Coke and there’s some were really really good somewhere and andI love the team aspect of it we all had our favorite Maps where we basically then played I love the idea from at stake and Italy but also ice it was some really some more the snipers soI recall this this whole yeah almost visually what was it back back then you can study so great memories great memories.
[10:43] I see you have for me it was them more fun to to look over the shoulders of the more experienced players andego Shooters have never been my thing as well as like sports simulations I don’t know why.
[10:57] For whatever reason talking about sport simulations we gathered here today due to the release of FIFA 22 can you tell us a little bit about this game and what do you guys likewith your company are actually doing there.
[11:13] Sure I mean as you said FIFA is a spot simulation by EA the publisher and.Once a year and you FIFA game is coming we can discuss all the pros and cons of these major releases once a year and about the publisher gamer relationshipbut I don’t like criticizing or what’s not so good I really like the opportunity to engage with a new gamewith the fascinated fascination of of whole football or soccer sorry the soccer aspect in in real but also the sports our digital part 3don’t worry we german-based podcast you can totally use football for all the Americans that’s a real footboard all right real football so the one with the with the black and white boy yeah and how it started once a year it’s FIFAum what I like about it obviously it’s not that Esports heavy or Savvy yet right so this is a big discussion but it’s for everybody you connect to the players it’s fun to win.Or lose and get better right and this is what we saw of the 30 million FIFA players out there 7 million in the weekend League which is aweekly amateur digital League / continent and you pretty much try to to win out of the 30 games which it was it last year let’s see what this year you try to win as much games as possible.
[12:35] And then potentially winning tournaments or becoming Pro that’s the FIFA 22 or FIFA in general it’s lounging October 1 sothis is this is basically the timing always this Q4 timingand yeah and the days up to this launch is also creators TZ the game testing it playing it yeah we’ll be do we train FIFA game is right nowso we werecoaching platform where we bring coaches from all over the world together and pretty much train the mental side of FIFA the Strategic side skill move partplay a trading partto connect xc2 world champions are Gamers Academy it’s like a freeletics or Runtastic for gaming and you connect to the best Gamers under and and the scene and then learn from them and we get better and make your way up to Pro.
[13:30] He said it’s basically the sea is the same as for latics munich-based app that helps you train and it’s really exhausting my first thought her you also give the guys those great apps.Yeah kind of I mean you see when when.When we talk about whether this is in five years the whole industry it becomes more professionally comes from like in football and other sports.At some point it’s not enough to be really good in game.It is about what happens before the game after the game it’s about nutrition it’s about mental strength it’s about physical conditions the more and more the the game or the Esports Arrow will grow into a you know.This is another discussion for some other people to have is it sports or not we don’t give a shit actually sorry for the words and it becomes more and more about winning and losing being professional about it and.This is you don’t get the apps but you get some mental some physical some in-game skills from our training programs that you actually can become better right and at the end.You unlock your full potential you can actually be far better than you might have actuallythink you could and that’s kind of our promise to our users and we love it to actually teach them you could call it education tag you could call it gaming training Tech whatever we just love to make people better.
[14:58] And just to be clear that also involvesall the stuff like total professional gamer they have retreat with the get fit they do physical work out they look for the nutrition and sorry just pokeyou hear a little bit a good game and nutrition is not a can of soda an audit pizza rightsometimes it could be right like we all need our or junk food once in awhile and our cheat days it’s called but and no obviously not butwhat we like about the the evolution of itwe are a young company believing in all the different aspects we just talked about make you a better.Gamer at the end better person we actually believe this is a responsible part of.
[15:49] Where this is going but let’s do it step-by-step right now we do in game coaching and in game improvement while we also use the top.Players of the world and FIFA World Champions the coaches or.Michael Bell in US history officially a FIFA phase and analysts are so we use them to inspire but also to coach.And the more we progress over the next months and years we then tackle every aspect of what makes you a better person through gaming.
[16:18] So what would also sparked my mind with when you talked about analyst of course there will be all the stuff you have in pro football leaguesadmittedly I was poking fun of football but I’m an NFL fan I watch Sunday evening here in Germany with friends and there’s a lot of analysts there’s a lot of podcasts as a lot of media out there is it is it the same for Esports.
[16:43] Germany is well and good you know like an English only podcast you to block talking about the Germany Sports sceneI mean to the first part of it is it is getting there for sure so we look into we’ve created a software which is basically analyzing a few things on their own and then our coaches get this software to actuallysee certain things you could improve in your gameplay so you submit gameplay just a five minutes scene that’s okay and from that we can already automatically but also with with human support we can actually tell youafter we analyzed it what you could be doing better and the whole demand for for podcasts in general which.That’s what we love you about your podcast right so you go into into areas and bring.The knowledge further with No Boundaries existing I mean we all did the English term apart this is this is not about boundaries I think we Inspire across boundaries across Industries that’s the whole learning part andself.Improvement through knowledge is just amazing so there is a big demand for podcast in this in this space what happens in Germany Sports scene.
[17:57] In English then.But device verse also right so I listen to certain podcast which are focused on us Esports and gaming scene and vice versa so I believe No Boundaries again here and the language will apologize for my English sometimes or my my.My English with a German accent I’m aware since my time back then in San Diego so I greetings to my friends back there butI see see that’s also what I’m trying to with startups but admittedly more tailored to words a B2B audience than actually the the usual the usual gamer out there to Serious gamerit would so so basically I have.
[18:47] One more hint You Gamers Academy when it’s ever like physical present Gamers with all the nutrition all the work out you may become very popular if you have a very good massage therapist.Yeah let’s let’s see yeah we need to work on this until on the on the side note in terms of B2B right soso this is what we also experienced a lot over the last month’s that we work withgreat Brands and partners but also sports teams to bring this coaching training aspect to life I mean brands are more than welcome when we proudly having great Partners not one of.And selling our solid reach so we will organically have grown into 1 million Community or non-social media meaning Tick-Tock consume twitch.But there’s a way how you embed and that makes or even the non index properly into let’s say the self-bettermentplanning a how do people train and there’s a big space at Gamers Academy for Brands and looking forward whoever’s interested in to a dialogue and things to the partner so far we having a.
[19:59] I’m out.I’ve seen here on another platform there’s a advertisement Network for Esports there’s a few names people should recognize here as sponsoring.I’m single or multiple Esports events locations or whatever amongst them is AdidasAmazon Audi Coca-Colamy favorite dr. pepper yellow China which is a German bottled water brand McDonald’s medium Mark & Media Markt media Market it’s a GermanyElectronics retailer Auto PepsiCo.Puma Red Bull Samsung Sony telefonica visa and a rooster crowed which is a mixed Financial Services conglomerate here in Germany but one of the big ones.So it’s a lot of very interesting friends what what do you what do you think they are.Getting from this exposure in Esports the sponsors.
[21:06] I mean after you just listed or it was pretty much I’d say snapshot but there was a who’s who of at least the the German landscape in the of Industries are of Our Brands.
[21:18] And I.I truly believe as I come from work that our leaders and was lucky or grateful enough to start Under Armour very successful American sports brand which.Has a work the way into into the European or German market so I come from from some brands.And they all seek for the connection to a younger audience so.I believe this the gaming Esports part belongs to any marketing mix you’re having as a retailer as a sports brand and that’s what first of all you get out of it yeah you get the trueactually ongoing meaning through social media and very engaging our connection to your audience 15 to 25 issue.The bit more male than female depends on console versus mobile so PC and console is is a little bit more fear male oriented.
[22:10] But that will Mobile gaming which.Our neighbors or the industry veterans here the ESL out of cologne they actually tapping into Mobile gaming.So this is what you get out of it you get than engaging.Young audience connection let’s call it the marketing your marketing mix extension and you actually get a lot of bang for your buckimagine what you would invest in some other more traditional Sports just to be somewhere on the sleeve of a second division football teamyou might just want to work with a few gaming creators or gaming platforms like a saw some some others out there is this great great great I would say.Early stage to get your media mix extended into into the cell.
[22:56] For everybody who like to learn more we link down here in the show notes your personal LinkedIn profile as well as your company.Gamers Academy which is I do believe headquartered in Munich but also has a presence in Berlin.
[23:15] And of course I would like to welcome you back and do you have any forecasts for FIFA 22how big is it going to be is it going to be awesome what do you think.It’s definitely going to be awesome I mean it’s this is this is the upside of the downside right so downside is a little bit seasonality a FIFA fever has a seasonality aspect which.Means that we’ll the last two three months obviously the old game the FIFA 21.Pretty much slowing down there was summer breaks or the whole covid part was allowing us to go out again and travel but now it’sit’s kind of like Easter and Christmas all together.Early October and that’s what we love about it the whole just excitement for something new for something came up so we all addict of the game we all have.As I said earlier my second game is kind of strict but we all have the Hypes already the hype is what we feel.So it’s got to be awesome I don’t care about the numbers which might validate or not it’s just a bit emotional stage of how we feel about it it’s going to be awesomeit’s a quarter ahead of us at least towards Christmas where we hunt piece fives where we hunt the game we look for users to actually make it better and daily twitch streams and Tick-Tock live so that’s what we look forward so yes it’s going to be awesome.
[24:36] Great thank you very much for being such a great guest and looking forward to speak to you maybe for the release of the next FIFA game.
[24:52] Music.
[24:59] Www dot start a friend that I oh remember.
[25:04] Music.
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