9. Market analysis, Management Games, Spain

Transcription

The Spanish Market
Market Analysis
Fantasy
Management
GAMES
Market Analysis
The Spanish Market
For Online Management Games
By
Carsten Grube
Malaga, Spain, May 2009
Market Analysis, Spanish Market for Management Games (May 2009)
INTRO
This is a analysis of the market for management games in Spain. The term ‘management game’ is also
known under the term ‘fantasy game’.
Main data of the market analysis
Period:
Elaborated from 15/04/2009 to 22/05/2009
Author:
Carsten Grube, Malaga, Spain.
Methodology:
I have identified the existing supply of management games in
Spain analyzing the strongest suppliers and products. I have
signed up to the largest games and played them during the
mentioned period. Media info and statistics have been drawn
from official sources (ref. below).
Sources:
Statistics and media info drawn from official sources. Sources
are described with full info and link to their web sites.
Contents
Statistics &
media groups
This analysis offers statistics and market data from Spanish
medias and statistic suppliers. Thus, you will find statistics for
Spanish media audience and cross rankings of the Spanish
medias. The 5 largest media groups in Spain are listed with a
specification of all the medias in their group. The medias are
listed in tables specifying each media by media group, media
name, type of content, media format, frequency, geographical
distribution and link to web. Thus, more than 150 of Spain’s
largest medias are listed and specified.
Games analysis
As mentioned you will find an analysis with translation and
description of the three largest games in Spain. I have
elaborated these game analysis by signing up and playing the
games during the mentioned period. The game analysis are
based on a page-by-page illustration with 1-3 screen dumps.
Next to the screen dumps I have made a translation and
description. Also, I describe the organization, the overall game,
functions, structure, payment method and prices.
Penetration strategies
I suggest 3 different penetration strategies and base these
strategies on my knowledge of the current market situation.
E.g. the Spanish national TV station, which has had the rights to
all the Spanish football matches during the season 2008-09,
seems to be carrying out a fusion during these months with
another national TV station belonging to one of the largest
media groups in Spain. This media group furthermore owns the
second largest sports media which does not yet have a
management game such as their competitors do have. This is a
Now-&-Here possibility for penetrating the market.
Page 2
Carsten Grube · M: +34 616 71 29 85 · E: [email protected] · Skype: carsten.grube
TABLE OF CONTENTS
Section 1: Management Games & Medias in Spain
BASIS FOR MANAGEMENT GAMES IN SPAIN
Football
Basketball
Formula 1
…………………………………………………………… 5
…………………………………………………………… 5
…………………………………………………………… 5
EXISTING MANAGEMENT GAMES IN SPAIN
Table overview
…………………………………………………………… 6
THE SPANISH MEDIA MARKET
Statistics
- Source: AIMC
…………………………………………………………… 7
- Source: Marca
………………… 7
- General media audience, % penetration, % of persons
………………… 8
- General media audience, evolution (% penetration)
………………… 9
- Ranking: TV stations
…………………………………………………………… 10
- Ranking: Weekly magazines
…………………………………………………………… 11
- Ranking: Monthly magazines
…………………………………………………………… 12
- Ranking: Radio, no theme
…………………………………………………………… 13
Ranking: Radio, theme
…………………………………………………………… 13
- Ranking: Newspapers
………………… 14
- Ranking: Online general medias, unique visitors
………………… 15
- Ranking: Online sports medias, unique visitors
………………… 16
- Ranking: Online sports medias, page views
………………… 17
Media Groups:
- Sports medias per media group
- Unidad Editorial
- Prisa
- Grupo Zeta
- Grupo Godó
- Vocento
…………………………………………………………… 17
…………………………………………………………… 18
…………………………………………………………… 19
…………………………………………………………… 21
…………………………………………………………… 24
…………………………………………………………… 25
PENETRATION STRATEGIES
Strategy 1: Media partner via Prisa
Strategy 2: Media partner via Marca & RTVE
Strategy 3: No media partner - Own marketing
………………… 27
………………… 27
………………… 27
Page 3
TABLE OF CONTENTS
(… continued)
Section 2: Games Analysis
INTRO
Methodology
Abbreviations
Screen dumps
…………………………………………………………… 28
…………………………………………………………… 28
…………………………………………………………… 28
THE GAMES
Liga Fantastica Marca 2008-09
Ligamanía
Sexta Manager
…………………………………………………………… 29
…………………………………………………………… 49
…………………………………………………………… 62
Page 4
BASIS FOR MANAGEMENT GAMES IN SPAIN
Football, basketball and formula 1 are the 3 disciplines with highest interest amongst the Spaniards.
Most of the management games are based on football
Football
The first division of Spanish football is the basis for the online management games in the Spanish market.
One of the games (Ligamanía) also includes the second division.
st
nd
As in the other international leagues, the Spanish 1 and 2 divisions have sponsored names. The
st
original name and organization for the Spanish 1 division is ‘LFP’ (Liga de Futbol Profesional). Nowadays,
nd
st
the LFP also includes the 2 division. The sponsored name for the 1 division (season 2008-09) is ‘Liga
nd
BBVA’ (sponsored by the Spanish bank BBVA). The sponsored name for 2 division is ‘Liga Adelante’ also
sponsored by BBVA. The slang used by many Spaniards is ‘La Primera’ and ‘Primera División’.
Organization
LFP
(Liga de Futbol
Profesional)
Sponsored names
st
1 división: Liga BBVA
nd
2 división: Liga Adelante
st
Slangs for 1 divison
La Primera
Primera División
st
In this analysis, I use the name ‘La Primera’ for the 1 division. As to this analysis, the existing
management games in Spain are mainly run on basis of football. They run mainly on ‘La Primera’ and
some also includes Champions League and other leagues.
Basketball
The Spanish national team became world champions in 2006. The national league is called ‘ACB’ and has
a high interest amongst the Spaniards. Unofficially, it is said by the Spaniards that basketball is for the
mid and higher society and that football is for low society. The ‘ACB’ has its own management game
called Supermanager.ACB
Formula 1
The Spanish star within Formula 1 is Fernando Alonso. I have found two Spanish online management
games based on the formula 1 (refer ‘Table Overview’ in ‘Existing Management Games In Spain’).
Page 5
EXISTING MANAGEMENT GAMES IN SPAIN
I have carried out searches in 100 of the largest online medias in Spain. Also, I have searched through Google and other relevant webs as well as I have talked to people
within the “sports and game universe”. The tables below illustrates the games that I have been able to find:
Table overview
Numbers of
Users
Teams
Name of game
Media Partner
Web supplier
Liga Fantastica Marca
http://ligafantastica.ma
rca.com/2008-09/
(Football)
Ligamania
www.ligamania.es
(Football)
Sextamanager
Marca
www.marca.com
Inhouse
?
LFP and RTVE
www.lfp.es
www.rtve.es
La Sexta
www.lasexta.com
Naranya.com
www.naranya.com
(Mexican company)
From the bench Sports
www.ftbsports.com
(Spanish company)
Sportdreams.com
www.sportdreams.com
(Dutch company)
www.sextamanager.com
(Football)
Allianz Liga Manager
http://mundodeportivo.
ligamanager.es
(Football)
Supermanager.ACB
http://supermanager.acb.com
El Mundo Deportivo
www.elmundodeportivo.es
ACB
www.acb.com
Boylesport.es**
(Irish company)
Prices/ Payment
Changes in
Activate
team
team each
play round
€ 1.20
0
Sign up
Create
team
327,000
(SL)
0
€ 1.20
?
?
0
€ 1.20
0
86,425
(OS)
?
0
0
38,000
(1-1)
38,000
(SL)
0
?
397,000
(OS)
Payment
method
Prizes
Per play round
Total season
SMS +
Online
Luxury travels
TV, Cameras, etc.
Cash € 6,000
Cash €
30.000
€ 1.20
SMS +
Online
€ 3,000
0
0
0
0
T-Shorts
TV, Camaras,
Play Station
0
*€ 0.65
0
SMS +
Online
Ipod
Camara
Watch
Luxury travel
Laptop
Video cam
0
0
0
0
0
Basketball & Tshirt
Luxury travel
(of € 7,500)
1
month
3 months
(Basket)
Numbers of
Users
Teams
Name of game
Media Partner
Web supplier
Top Racers
www.topracers.net
(Formula 1)
F1 Toto
www.f1toto.com
(Formula 1)
None
Albert Urbea
www.aurbea.com
(Spanish prívate person)
Easy2Play
www.easy2play.eu
(Dutch company)
No Spanish
Prices/ Payment
6 months
12 months
Prizes
Payment
Method
20,265
(OS)
-
€ 2.99
€ 8.49
€ 13.99
€ 24.99
Paypal
5,272
(87 in
Spain)
-
-
-
-
-
-
-
-
Playstation
Technology
Vacations
Helmet
Prices in euros excl. VAT (16%); OS = Own Source. The media claim themselves but it cannot be seen from scorer lists or any other source.; SL = Scorer List. All teams are listed and from this list
the total number shows; 1-1 = Only 1 team per user meaning that number of teams = number of users; In the SECTION 2, you will find detailed description of the 3 largest games (Liga
Fantastica Marca, Ligamanía and Sexta Manager; **ACB informed April 2009 that their supplier was Boylesport.es and linked to the page. May 09 the site does no longer exist.
Page 6
THE MEDIA MARKET IN SPAIN
In this chapter, you will find statistics of the media market in Spain. First of all, I specify the sources that
I have used.
Source: AIMC
The source used in most of the statistic tables is ‘La Asociación para la Investigación de Medios de
Comunicación’ (AIMC). The translation is ‘The Association for Media Investigation’ and is an association
consisting of representatives from all the main medias in Spain. A total of 165 companies are associated
to AIMC including all of the largest medias.
The web of AIMC: www.aimc.es
The data is collected from the AIMC report “AIMC, EGM, Resumen General, Febrero a November 2008”.
The data thereby covers the period February 2008 to November 2008. Technical data for the data
collection:
-
Universe: citizens above 14 years of age (38,261,000 citizens)
Yearly test 3 latest waves: 31,020 multimedia (+ 49,479 mono media radio + 45,170 mono
media press + 20,027 magazines + 4,315 mono media TV)
Method: face to face interviews (+ phone interviews for amplify radio, press and TV + face to
face interviews for amplifying magazines)
Test design: Random selection of Spanish homes and selection of person in the home
All the statics from the AIMC report are marked with “Source: AIMC, Feb-Nov 2008”.
Source: Marca
You will furthermore find two statistic tables for which the data is published by the sports media Marca.
Marca informs that their source is “Nielsen//Net Ratings, ranking Category: Entertainment – Sports (sub
category), enero 2009, Datos en miles”. Marca is as mentioned a sports media and as such a non-reliable
source in this context. But their data goes well along with the data from AIMC and as they inform that
the data is delivered by Nielsen referring to the exact statistic draw from Nielsen. Marca is furthermore
the largest sports media in Spain. Thereby, I take them as a reliable source.
The statistics from Marca are marked “Source: Marca/Nielsen, January 2009”
Page 7
Source: AIMC, Feb. 2008 – Nov. 2008
Page 8
Page 9
Page 10
Page 11
Page 12
Sports
Others
Page 13
Sports
Others
Page 14
Sports
Others
As it shows on the following page this statistic from AIMC (above) differs from the statistic of Marca. As
to Marca all the medias have considerably more unique visitors compared. This difference can be
caused by the different periods in which the data is collected (Jan 2009 vs. Feb-Nov 2008). However, the
order of the medias matches very well. Therefore, I take both statistics as relevant and reliable.
Page 15
Source: Marca/Nielsen, January 2009
Source: Marca/Nielsen, January 2009
Page 16
MEDIA GROUPS
In this chapter you will find listing of the 5 largest media groups in Spain specifying all their
medias.
Sports medias per media group
This table shows the leading online sports medias in Spain indicating which media group it
belongs to:
Media
Media Group
Marca.com
www.marca.com
Unidad Editorial
www.unidadeditorial.com
As.com
www.as.com
Prisacom S.A.
www.prisa.com
Sport.es
www.sport.es
Grupo Zeta
www.grupozeta.es
Rojadirecta.com
www.rojadirecta.com
Rojadirecta.com
www.rojadirecta.com
ElMundoDeportivo.es
Grupo Godó
www.grupogodo.com
Yahoo Sports
www.yahoo.es
Yahoo
www.yahoo.es
Terra Deportes
www.terra.es
Telefónica de España S.A.U.
www.terra.es
Orange Sports
http://deportes.orange.es
Orange
www.orange.es
NBA
www.nba.com/espanol
NBA Media Ventures
www.nba.com
MSN Sports International
http://msn.foxsports.com
Foxsports.com
http://msn.foxsports.com
Page 17
Unidad Editorial
Name
Marca
Profile
Sports
El Mundo
News
Expansión
Economy & Finance
Telva
Fashion, beauty, health, entertainment
Veo Televisión
Actualidad Económica
YoDona.com
Arte
Historia
SuVivienda.es
Expansión & Empleo
DiarioMédico.com
JugandoVoy.com
Golf Digest
Digital TV
Economy & Finance
Gossip
Art
History
Real Estate
Job
Medical for professionals
Betting*
Golf
Marca Motor
Motor (Cars, etc.)
Correo Farmacéutico
Pharmacy for professionals
NBA
NBA Basketball
Esferalibros.com
Books
* Cover page linking directly to www.bet365.com (their main sponsor)
Media format
Newspaper
Web portal
Radio
Newspaper
Web portal
Newspaper
Web portal
Magazine
Frequency
Daily
Geo
National
Web
Daily
National
www.elmundo.es
Daily
National
www.expansion.com
Monthly
National
TV
Magazine
Magazine
Magazine
Magazine
Web portal
Web portal
Web portal
Web portal*
Magazine
Web portal
Magazine
Web portal
Web portal
Magazine
Web portal
Daily
Weekly
Monthly
Monthly
Monthly
Daily
Daily
Daily
Daily
Monthly
National
National
National
National
National
National
National
National
National
National
www.estarguapa.com
www.telva.com
www.veo.es
www.actualidadeconomica.com
www.elmundo.es/yodona
www.revistaarte.com
www.elmundo.es/ladh
www.suvivienda.es
www.expansionyempleo.com
http://www.diariomedico.com/
www.jugandovoy.com
www.golfdigest.com
Monthly
National
www.marcamotor.com
Daily
Monthly
Daily
National
National
National
www.correofarmaceutico.com
Hyperlink
www.esferalibros.com
Page 18
www.marca.com
PRISA
Name of Media
As
Profile
Sports
El País
News
La Razón (Bolivia)
News
Cinco Días
Economics & Finance
Revista 40
Rolling Stone
Cinemanía
Cadena Ser
Music
Music
Movies
Speak
Radio Caracol
Speak
WRadio (USA+Latin Am.)
Speak
40 Principales
Music
Cadena Dial
Music
KBuena (Mexico)
Music
Bésame
Music
Cuatro (Sogecable)
General
TVI (Portugal)
General
Digital +
General
Medias
Newspaper
Web portal
Newspaper
Web portal
Newspaper
Web portal
Newspaper
Web portal
Magazine
Magazine
Magazine
Radio
Web portal
Radio
Web portal
Radio
Frequency
Daily
Geo
National
Web
www.as.com
Daily
National
www.elpais.com
Daily
National
www.la-razon.com
Daily
National
www.cincodias.com
Monthly
Monthly
Monthly
Daily
National
National
National
National
Link
www.rollingstone.es
Link
www.cadenaser.com
Daily
National
www.caracol.com.co
Daily
USA + Latin America
Link
Radio
Web portal
Radio
Web portal
Radio
Web portal
Radio
Web portal
TV (open public)
Web portal
TV (open public)
Web portal
Web portal
TV (pay)
Daily
National
www.los40.com
Daily
National
www.cadenadial.com
Daily
Mexico
www.kebuena.com.mx
Daily
National
www.besame.fm
Daily
National
www.cuatro.com
Daily
National
www.tvi.iol.pt
Daily
Daily
National
www.plus.es
Page 19
PRISA
(…continued from previous page)
Name of Media
Plural
Plural (Portugal)
Profile
General
General
Localia
General
Alfaguara (USA+Latin Am.)
Aguila
Editora Objetiva (Brasil)
Editora Salamandra (Brasil)
Taurus
Editora Moderna (Brasil)
Santillana Education
Sist. UNO Ensino (Brasil)
Avalia Ases. Educ. (Brasil)
Richmond Pub. (America+Spain)
Santillana Español (Brasil)
Santillana Formación
IUP
Crisol
Medias
TV (open public)
Web (?)
TV (open public)
TV (open public)
Books
Books
Books
Books
Books
Books (educational)
Books (educational)
Books (educational)
Books (educational)
Books (Language)
Books (Language)
Career
Career
Books & Movies (Distribution)
Web presentation
Web portal
Web portal
Web portal
Web portal
Web portal
Web portal
Web portal
Web portal
Web portal
Web portal
Web portal
Web portal
Web portal
Frequency
Daily
Daily
Daily
Daily
Daily
Daily
Daily
Daily
Daily
Daily
Daily
Daily
Daily
Daily
Daily
Daily
Daily
Daily
Geo
National
National
Web
www.pluralent.com
www.nbp.pt
National
www.localiasevilla.com
USA + Latin America
National
Brasil
Brasil
National
Brasil
National
Brasil
Brasil
America + Spain
Brasil
National
National
National
www.localiagranada.es
etc…
www.alfaguara.com
www.aguilar.es
www.objetiva.com.br
www.salamandra.com.br
www.taurus.santillana.es
www.moderna.com.br
www.santillana.es
www.sistemauno.com.br
www.avalia.com.br
www.richmondelt.com
www.santillana.com.br
www.santillanaformacion.com
www.iup.es
www.crisol.es
Page 20
GRUPO ZETA
Name of Media
El Periódico de Catalunya
Content
News
La Voz de Asturias
News
El Periódico de Extremadura
News
El Periódico de Aragón
News
Mediterráneo
News
Córdoba
News
El Periòdic d’Andorra
News
Ciudad de Alcoy
News
El Periòdic d’Ontinyent
News
La Crónica de Badajoz
News
Sport
Sports
Diario Equipo
Interviu
Sports
Gossip
Tiempo Hoy
News
Cuore
Gossip
Woman
Fashion, beauty, health,
entertainment
Media
Web portal
Newspaper
Web portal
Newspaper
Web portal
Newspaper
Web portal
Newspaper
Web portal
Newspaper
Web portal
Newspaper
Web portal
Newspaper
Web portal
Newspaper
Web portal
Newspaper
Web portal
Newspaper
Web portal
Newspaper
Web portal
Magazine
Web portal
Magazine
Web portal
Magazine
Web portal
Magazine
Web portal
Frequency
Daily
Geo
Regional
Web
Daily
Regional
www.lavozdeasturias.es
Daily
Regional
www.elperiodicoextremadura.com
Daily
Regional
www.elperiodicodearagon.com
Daily
Regional
www.elperiodicomediterraneo.com
Daily
Regional
www.diariocordoba.com
Daily
Regional
www.elperiodicdandorra.com
Daily
Regional
www.ciudaddealcoy.com
Daily
Regional
www.elperiodic.com/ontinyent
Daily
Regional
www.lacronicabadajoz.com
Daily
National
www.sport.es
Daily
Weekly
Regional
National
www.diarioequipo.com
www.interviu.es
Weekly
National
www.tiempodehoy.com
Weekly
National
www.revistacuore.com
Monthly
National
www.woman.es
www.elperiodico.com
Page 21
GRUPO ZETA
(… continued from previous page)
Name of Media
Viajar
Content
Travel
Frequency
Monthly
Geo
National
Web
Monthly
National
www.revistaman.es
Monthly
National
www.primeralinea.es
Weekly
National
www.revistaautohebdo.com
Monthly
National
www.revistaplaystation.com
Monthly
UK
www.dcmag.co.uk
Monthly
National
www.windowsvistamagazine.es
Pricelist
Movies
Web TV
Books
Printing house
Media distribution
Media distribution
Marketing Advisory
Media
Magazine
Web portal
Magazine
Web portal
Magazine
Web portal
Magazine
Web portal
Magazine
Web portal
Magazine
Web Portal
Magazine
Web site
Web site
Web portal
Web TV
Web portal
-
Man
Travel
Primera Línea
Gossip
Auto Sport
Motor
Play Station
Games
Digital Cameras
Cameras
Windows Vista Magazine
IT
Zeta Gestión de Medios
On Pictures
On TV
Ediciones B
Gráficas de Prensa
Logística de Medios
Dispesa
ISO (International Sports
Organ.)
General Risk
Emoziona
Mortadelo y Filemón
PC Plus
Revista You
Red Aragón
Daily
Daily
Daily
-
National
National
National
National
National
National
National
www.zetagestion.com
www.onpictures.com
www.ontvproducciones.com
www.edicionesb.com
www.gpd-sa.com
www.logisticademedios.com
www.dispesa.es
www.iso-sa.com
Insurance broker
Publicity
Comics
IT articles
Shopping
Local guide
Supply of content
Web portal
Web portal
Web portal
Daily
Daily
Daily
National
National
National
National
National
Regional
www.generalrisk.com
www.zetaexterior.com
www.mortadeloyfilemon.com
www.pcplus.es
www.revistayou.es
www.redaragon.com
www.revistaviajar.es
Page 22
GRUPO ZETA
(… continued from previous page)
Name of Media
Club Canalla
Canal Motor
Inmo Clasificados
Empleo
Webline Invest SL
Marcopolo
Publi Press Media
Svmma Servicios
Marina Press Distribuciones
Distribución y Reparto
Content
Socializing guide
Motor
Real Estate
Job & Career
Investment Advisory
Investment Group
Pricelist
Media distribution
Media distribution
Media distribution
Media
Web portal
Web portal
Web portal
Web portal
Web site
-
Frequency
Daily
Daily
Daily
Daily
-
Geo
National
National
National
National
National
-
Web
www.clubcanalla.com
www.canalmotor.es
http://inmo.clasificados.es/
www.publipressmedia.com/
-
Page 23
GRUPO GODÓ
Name of Media
La Vanguardia
Content
News, General
Avui
News, General
El Mundo Deportivo
Sports
Magazine
Historia y Vida
Interiores
Súpers
Que Fem?
Playboy
Cocina y Baños
Livingdeco
Salud y Vida
TV mania
Monografía Especial
Rac1
General
History
Interior decoration
Kids TV
Amusement guide
Men´s
Interior decoration
Interior decoration
Health & Beauty
TV programs
General
General
Rac105
Antena 3 Radio (50%)
General
General
Unión Radio (20%)
8 TV
Canal Metro
GDA Pro
General
General
General
General
Media
Web portal
Newspaper
Web portal
Newspaper
Web portal
Newspaper
Magazine
Magazine
Magazine
Magazine
Magazine
Magazine
Magazine
Magazine
Magazine
Magazine
Magazine
Radio
Web portal
Radio
Radio
Web portal
Radio
TV
TV
TV
Frequency
Daily
Geo
National
Web
Daily
Regional
www.avui.es
Daily
National
Weekly
Monthly
Monthly
Weekly
Monthly
Monthly
Monthly
Monthly
Weekly
Daily
Regional
Regional
Regional
National
Regional
http://playboy.lavanguardia.es/
www.rac1.org
Daily
Daily
Regional
National
www.rac105.net
www.antena3.com
Daily
Daily
Daily
Daily
National
Regional
Regional, metro BCN
Regional
www.8tv.cat
-
Page 24
www.lavanguardia.es
VOCENTO
Name of Media
ABC
Content
General news
Qué
News, general
XLSemanal
Topics, Sports, Science, Art,
History, Fashion, Beauty,
Motor, Travel, Gastronomy
TV programs & Cinema movies
Pantalla Semanal
Mujer Hoy
Mujer Hoy Corazón
Health, Beauty, Gossip, Women
stuff
Gossip
Mi Cartera de Inversión
Economy & Finance
Net TV
Onda 6
General
General
Urbe TV
Tele 5
General
General
Punto Radio
General
Hoy Motor
Hoy Tecnología
InfoEmpleo.com
Pisos.com
AutoOcación.com
UnoAuto.com
TusAnuncios.com
Grupo Europroducciones
Boca Boca Producciones
Video Media
Motor
Technology
Job market
Real estate
Motor
Motor
Classified adds
Content production
Content production
Content production
Media
Web Portal
Newspaper
Web Portal
Newspaper
Web Portal
Magazine
Frequency
Daily
Geo
National
Web
Daily
National
www.que.es
Weekly
National
www.xlsemanal.com
Web Portal
Magazine
Web Portal
Magazine
Web Portal
Magazine
Web Portal
Magazine
TV, digital
TV, digital
Web portal
TV, digital
TV
Web portal
Radio
Web portal
Web Portal
Web Portal
Web Portal
Web Portal
Web Portal
Web Portal
Web Portal
-
Weekly
National
www.laguiatv.com
http://diariosur.hoycinema.com
Weekly
National
www.hoymujer.com
Weekly
National
www.hoymujer.com
Weekly
National
www.finanzas.com
Daily
Daily
National
Regional
www.nettv.es
www.onda6.com
Daily
Daily
Regional
National
www.urbetv.cat
www.telecinco.es
Daily
National
www.puntoradio.com
Daily
Daily
Daily
Daily
Daily
Daily
Daily
-
National
National
National
National
National
National
National
-
www.hoymotor.com
www.hoytecnologia.com
www.infoempleo.com
www.pisos.com
www.autocasion.com
www.unoauto.com
www.tusanuncios.com
www.europroducciones.com
www.bocaboca.com
http://videomedia.es/
Page 25
www.abc.es
VOCENTO
… (continued from previous page)
Name of Media
Hill Valley
El Correo
Content
Content production
News, general
El Diario Vasco
News, general
El Diario Montañés
News, general
La Verdad
News, general
Ideal
News, general
Hoy
News, general
Sur
News, general
La Rioja
News, general
El Norte de Castilla
News, general
El Comercio
News, general
La Voz de Cádiz
News, general
Las Provincias
News, general
Colpisa
News, general
Sarenet
Comunica Media Trader
Cotlan 900
Comecosa
Comeco Impresión
Web supplier
Web supplier
Multimedia platform
Distribution
Printing office
Media
Web Portal
Newspaper
Web Portal
Newspaper
Web Portal
Newspaper
Web Portal
Newspaper
Web Portal
Newspaper
Web Portal
Newspaper
Web Portal
Newspaper
Web Portal
Newspaper
Web Portal
Newspaper
Web Portal
Newspaper
Web Portal
Newspaper
Web Portal
Newspaper
Web Portal
Newspaper
-
Frequency
Daily
Geo
Regional
Web
Daily
Regional
www.diariovasco.com
Daily
Regional
www.eldiariomontanes.es
Daily
Regional
www.laverdad.es
Daily
Regional
www.ideal.es/granada/
Daily
Regional
www.hoy.es
Daily
Regional
www.diariosur.es
Daily
Regional
www.larioja.com
Daily
Regional
www.nortecastilla.es
Daily
Regional
www.elcomerciodigital.com/gijon
Daily
Regional
www.lavozdigital.es/cadiz
Daily
Regional
www.lasprovincias.es/valencia
Daily
Regional
www.colpisa.com
-
-
www.sarenet.es
www.conmunica.com
www.cotlan900.com
-
Page 26
www.hillvalley.es
www.elcorreodigital.com
PENETRATION STRATEGIES
I here describe the main guidelines for three different penetration strategies which I see possible and
relevant in order to accessing the Spanish market. The penetration strategy should be based on the
market situation. Thus it should be positioned towards the competition. Therefore, I first summarize the
success factors and profiles of the three largest games analyzed on the following pages:
I believe that the reason for success for this game is that it is run by Marca which is by far the
largest sports media in Spain. It is run inhouse by Marca. Smaller amounts are paid by the users
by mobile in order to update teams. LFM is outdated in functions and design.
Ligamanía
I believe that that Ligamanía is successful with a relative high number of users due to the two
strong medias who run the game: The LFP itself and the national TV & radio station (RTVE).
Smaller amounts are paid by the users by mobile in order to update teams. Like LFM, it is
outdated in functions and design.
Sexta Manager
SM likewise seems to be successful. I believe that the main reasons for this success are:
1) It is run by the national TV station La Sexta which transmits the matches
2) It is free
3) Modern and vivid functions and design
Following ways could be how to access the Spanish market:
Strategy 1: Media partner via Prisa
Prisa (ref. the chapter ‘Media Groups’) is the media group that contains the second largest sports media
AS. And AS does still not have any management game. Prisa also owns one of Spains largest news media,
El País. Prisa also owns the national tv station ‘Cuatro (Sogecable)’. And Cuatro (Sogecable) now seems
to carry out a fusion with another tv station ‘La Sexta’. La Sexta is the national TV station which has had
the rights to all the Spanish football matches during the season 2008-09. La Sexta furthermore, runs the
currently best management game on the market: Sexta Manager (ref. ‘Games Analysis’). A penetration
strategy could be based on offering the game to this media group where AS could be the official media
partner possibly together with the group’s new fusion of tv stations.
Strategy 2: Media partner via Marca & RTVE
Another way of penetrating the market could be to offer the game to the two medias Marca or RTVE.
Both medias already have their own games but they are outdated and the medias could therefore
benefit from taking in an up to date and competitive game. However, they both have their own inhouse
web department and they might find it more attractive to keep the game inhouse.
Strategy 3: No media partner - Own marketing
An option the game without a media partner. This could be done through a portal although it would
take higher up front investments and longer time to generate income. And it would take a different
organization to develop and maintain the portal.
Page 27
Market Analysis, May 2009
Spanish Market for Online Management Games
Section 2: Games Analysis
INTRO
In this section you will find description, translation and analysis of the 3 largest management games in
Spain:
- Liga Fantastica Marca 2008-09
- Ligamanía
- Sexta Manager
Methodology
I have signed up and played the games in the period of 15/04 - 14/05/2009. This has been the
methodology used for carrying out this analysis. In the case of Sexta Manager the game did not allow
new players in the mentioned period as season is close to finalize. This game, anyhow, allows to view
almost all pages except for the “Create your team” page. Thus, it has been possible to carry out the
analysis also for this game.
Abbreviations
I use the following abbreviations:
- LFM:
- LM:
Ligamanía
- SM:
Sexta Manager
- PP:
Players Position (Goalkeeper, Defender, Midfielder, Forward)
Screen dumps
The analysis are based on screen dumps with translation and description in English.
Page 28
Game Analysis
LIGA FANTASTICA MARCA 2008-09
TABLE OF CONTENTS
SUMMARY
THE ORGANIZATION
THE GAME OVERALL
STRUCTURE
PAGE-BY-PAGE
- Create your team
- My teams
- Team details
- Ranking: Team, Round, Top 10
- Ranking: Team, Season, Top 10
- Print page
- Ranking: All teams, Play round
- Ranking: All teams, Season
- My account
- Players market
- My messages
- My challenges
- Sub leagues
- Prizes
- Text header
OTHER PAGES
PAYMENT
- To buy credits
- Free credits
- Sign up
Page 29
SUMMARY
Liga Fantastica Marca 2008-09 is run by Spain’s largest sports media, Marca. Some 327,000 teams are
signed up to the game. No sign up fee. Users pay by mobile phone in order for the updating of teams.
LFM is outdated in functions and design. The game is run inhouse. The sponsor is Burger King.
THE ORGANIZATION
Liga Fantastica Marca 2008-09 (LFM) is run by Marca. Marca is the largest sports media in Spain and
belongs to the media group, Unidad Editorial. Address: Marca, Avenida de San Luis, 25-27;
28033 Madrid, pone: +34 902 996 111.
LFM is a fantasy management game run on the players of the Spanish first football division LFP (“La
Primera”). The sponsor is Burger King. List of participants:
Participant
Liga Fantastica Marca
Marca
Unidad Editorial
Burger King
Roll
The game
The media
Media group
Sponsor
Link
http://ligafantastica.marca.com/2008-09/
www.marca.com
www.unidadeditorial.com
www.burgerking.es
The web site and thus the game is built and designed a company which is today part of the same media
group. In other words: the game is built, designed and run by Marca in-house. Following data comes up
when searching on “marca.com” on the domain directories www.whois.com and www.dequienes.com:
WHOIS information for marca.com :
[Querying whois-ita.nominalia.com]
[whois-ita.nominalia.com]
Technical Contact Address: Avda.de San Luis, 25
Technical Contact City: Madrid
Technical Contact Postal Code: 28033
Technical Contact Country: ES
Technical Contact Email: [email protected]
Technical Contact Phone: +34 914 435000
Technical Contact Fax:
Primary Name Server Hostname: NS.ELMUNDO.ES
Secondary Name Server Hostname: DNS01.ELMUNDO.ES
NOMINALIA INTERNET S.L. - Whois Server Version 1.4
The Registry database contains ONLY .COM, .NET and .ORG
domains.
Domain name: MARCA.COM
Created on: 1997-03-12
Updated on: 2008-11-04
Expires on: 2012-02-10
Registrant Name: RECOLETOS GRUPO DE COMUNICACION, S.A.
Contact: Recoletos Grupo de Comunicacion, S.A.
Registrant Address: Paseo de la Castellana, 66
Registrant City: Madrid
Registrant Postal Code: 28046
Registrant Country: ES
Administrative Contact Organization: Herrero Asociados S.L.
Administrative Contact Name: Victoria Ruiz Herruzo
Administrative Contact Address: Alcala, 35
Administrative Contact City: Madrid
Administrative Contact Postal Code: 28014
Administrative Contact Country: ES
Administrative Contact Email: [email protected]
Administrative Contact Tel: +34 915 227420
Administrative Contact Fax: +34 915 226249
Technical Contact Organization: Unidad Editorial
Technical Contact Name:
Whois Server Version 2.0
Domain names in the .com and .net domains can now be
registered
with many different competing registrars. Go to
http://www.internic.net
for detailed information.
Domain Name: MARCA.COM
Registrar: NOMINALIA INTERNET S.L.
Whois Server: whois.nominalia.com
Referral URL: http://www.nominalia.com
Name Server: DNS01.ELMUNDO.ES
Name Server: NS.ELMUNDO.ES
Status: ok
Updated Date: 03-nov-2008
Creation Date: 12-mar-1997
Expiration Date: 10-feb-2012
>>> Last update of whois database: Fri, 24 Apr 2009 04:23:03
EDT <<<
Page 30
THE GAME OVERALL
LFM is a fantasy management game run on the players of the Spanish first football division LFP (“La
Primera”). The users are coaches of their own teams and the game consists in buying and selling the
players who are given points for each real play round in the Spanish league.
Each teams has 11 players and the budget is not allowed to exceed the fictive € 200 millions. Different
tactics are chosen as team set up (e.g. 1-4-4-2, etc.). Max 3 non EU players are allowed on each team.
Max 3 changes can be done per play round.
th
th
This season of the game started 6 of October 2008 and started thus in connection with the 7 play
round. First May 2009 the LFM counts approximately 327,000 teams. It has not been possible to get info
about how many users they have.
Design and functions are out dated.
Page 31
STRUCTURE
This is the structure and content of the left menu:
Left menu:
Create your team
Visual team set up
My Teams
Overview table of
registeret teams
Team Details
Status
Links
Players’ positions
Players’ statistics
Team, Round, Top 10
Links
Classification table
Players on team
All teams, Play round
All teams per round
Team, Season, Top 10
Links
Classification table
All Team, Season
All teams for the whole season
Print
Summary table
Classification & Prizes
Links to the page
Team, Round, Top 10
Credits available
Refreshes page
Credits Recharge
How to recharge credit
My Account
Account historic
Page 32
PAGE-BY-PAGE
This is a page-by-page introduction translating and describing all the main pages of the game.
Create your team
How it works
The players are chosen from
the grey box
(right). ’Balance ’and ’Spent’
are shown in the grey box
above.
Statistic icon links to Player
Statistics.
OK icon shows if player is
playing or not.
Clicking on the button
“Validar Equipo” the team is
signed up and registered.
The button links to the page
‘Team Details’) with a
message confirming the
register of your team.
My teams
List of teams
Table with the columns:
Ranking position
Team ID
Team name
Points last round
Points total
‘Team name’ links to the
page ‘Team Details’ of the
respective team
Page 33
Team details
Top table
Top row:
Team name
Slogan
Play round (roll
down menu)
Columns:
Team ID
Secret number
Tactic
Team value
Balance pending
Points play round
Points total
Position play
round
Position total
3 link buttons
Team, Round, Top
10
Team, Season, Top
10
Print page
Raúl
RMA
Code
Value
Points play round
Points total
Statistics LFP
Matches played
Minutes played
Goals
Shots on goal
Asists
Balls recovered
Ball loss
Free kicks comitted
Yellow cards
Red cards
Statistics LFM
Highest point score
Lowest point score
Ranking in his position
Ranking in his club
8682
35
116
Visual court
Shows the court with
players illustrated as square
with the designed with the
shirt of the corresponding
team.
34
2724
18
67
5
58
224
42
3
0
Statistics players
Clicking on a player a box
(right side of screen) rolls
down with statistics for the
chosen player. See
translation below screen
dump on this page.
11
1
7
3
Page 34
Ranking: Team, Round, Top 10
Table
Shows the 10 top scoring
LFM teams per play round.
Columns:
Position
Team name
Detail (link)
Shirts
Points play round
Details link
Clicking on details (“Ver”)
the players of the chosen
team shows divided in
position (G, D, M, A). Shown
in lower screen dump.
2 link buttons
2 link buttons above the
table:
- Team, Round, All
- Team, Season,All
Page 35
Ranking: Team, Season, Top 10
The table
Shows the 10 leading LFM
teams of the total season.
Columns:
Position
Team name
Shirts
Points
2 link buttons
Teams, Round, All
teams
Teams, Season, All
teams
Print page
Top table
Top row:
Team name
Play round (roll
down menu)
Columns:
Team ID
Secret number
Tactic
Team value
Balance pending
Points play round
Position total
Lower table
Columns:
Code
Player
Court Position
Team in LFP
Points play round
Points total
Page 36
Ranking: All teams, Play round
Table
Choose play round in top
bar in the roll down menu.
Shows the number of teams
as to the points and the
position.
rd
E.g. the 3 line (from right
to left): 3 teams are number
4 in the ranking with 64
points each.
(This table thereby tells the
total number of teams in
the LFM game).
Page 37
Ranking: All teams, Season
Ranking
Same structure as on the
page ‘Ranking of All Teams
per Play Round’ (above).
Shows the ranking of all
teams for the total season.
th
E.g. the 4 line (from right
to left): 1 team is number 4
in the ranking with 1206
points.
Shared positions
As it shows in the lower
screen dump more teams
can share the same position.
Thus, 413 teams share the
position 252,584 with 591
points each.
Page 38
My account
Table
Each update specified in a
line divided in the columns:
Date & hour
Method
Credits favor
Credits spent
Total credits
Date and
hour
21/04/2009,
at 19.58
21/04/2009,
at 19.29
21/04/2009,
at 08.47
15/04/2009,
at 15.51
15/04/2009,
at 15.42
Method
Change
Team register
Special recharge
Team register
Sign up
Credits
favor
-
Credits
spent
-1
Total
credits
1
-
-3
2
+5
-
5
-
-3
0
+3
-
-
Page 39
Players market
Table
List of all players in the
Spanish league. Each
player is indicated with:
- Code
- Name
- Value
- Team
- Court position
- Points round
- Points total
Sort function
The players can be sorted
as per:
- Court position
- Value
- Value
- Team
- Round
Page 40
My messages
The function
Send, receive and store
messages from your
contacts within LFM
Front page
(upper screen dump)
Inbox divided by:
From
Title
Received (date)
Message page
(lower screen dump)
Like a standard email form
with
Date
From
Title
Body (text)
Page 41
My challenges
The function
Challenge other users
(details about this function
under the chapter
‘Challenge’
2 buttons
Link to :
Do new challenge
View pending
challenger.
Table
-
My team
Opponents teams
Opponents nick
name
Opponents shirts
”Visible” shows if
the team is visible
Play round,
Credits betted
Result
Special challenge
From time to time well
known profiles within the
Spanish football universe
are invited to participate in
the play rounds. All users
can then challenge him.
Page 42
Sub leagues
The function
Create sub leagues between
the other users
The table
From the table you can
manage leagues for which:
You are director
You are member
You are invited
New sub league
Create a new sub league
and invite others.
Page 43
Prizes
Pictures & Description
… describe the prizes.
Further info under the
chapter ‘Prizes’
Prizes per play round
The winner of each play
round wins one of these
prizes:
Luxury weekend
for 2 persons
Travel for 2 to Bali
Cruise for 2
€ 6,000 cash
Technology
Prizes for whole season
st
1 : € 15,000
nd
2 : € 10,000
rd
3 : € 5,000
Publication of winner
The winners are publicized
with photo, play round won,
points and team name.
Page 44
Text header
Function
For each play round the
users can send their
suggestion for a suitable
text header which describes
the respective play round.
The 10 best are listed on
Marca’s web and receive 1
credit each.
OTHER PAGES
Following pages form part of the upper top menu and they are static text/picture pages:
How to play
Describes the how to play the game.
Calendar
Shows the total program of the LFP league round
by round.
Contact
Email and so-called expensive land line number
from which Marca receives part of the amount.
Blog
Links to Blog Fantastica. It seems that there is
only very little interest in this blog. Limited posts,
simple structure and no design as such. No
videos, photos, etc.
Basics
Rules, conditions, procedures, etc.
News 08-09
News related to the season.
Page 45
POINTS
The value of each player is modified and published every Tuesday after each play round. The new values
are published both on Marcas web and in their newspaper. Statistics are published with the new values.
Puntos Marca
Points Marca
(not identified)
0 puntos
1 puntos
2 puntos
3 puntos
Points LFM
0
-1
+1
+2
+3
Goals scored
Points LFM
+2
+3
+3
+3
-1
Atacker
Mid fielder
Defender
Goal keeper
Goal in own goal
Goals scored on penalty, please ref. “penalties”
Goal received as goal keeper
Received goals
Points LFM
0
+2 (*1)
1
0
2
-2
3
-3
4
-4
5
-5 (*2)
(*1) Must play minimum 60 minutes
(*2) etc.
Goal received as goal keeper
Goals received
Points LFM
0
+1
Points are only given if player has played minimum 45 minutes and if
the team has not received any goals during the whole match
Penalty carried out
Penalty
Goal
Not goal
Points LFM
+2
-2
Page 46
Saved penalti (goal keeper)
Penalty
Points LFM
Goal
Ref. “Received goals”
Saved
+2
Not goal
0
All goals scored on penalty give 2 points independent of which
players score
Victories and loosed
Player
All players whose team wins
All players whose team looses
No mínimum for minutes played
Points LFM
+1
-1
Red cards
Player
Player (no exeptions)
Points LFM
-3
Play match
Player
Points LFM
Player who plays match
+1
Any player entering the court with no minimum of minutes
Page 47
MARKETING
LFM is marketed on Marca’s web and in their newspaper. As described, Marca is Spain’s largest sports
media and it this seems that their own medias give solid foundation for the achievement of users/
clients to the game.
The connected LFM blog does not seem to work well: 1 post every 14 days and no pictures, nor video,
nor structure, nor design. www.marca.com/blogs/blogfanatico.
PAYMENT
Sign up is free and the so is the first team registered per user + extra 3 credits for free. The user pays for
the changes and for other teams that he/she might register:
- Register of new team: 3 credits
- Changes in existing team: 1 credit
To buy credits
There are 2 ways to buy new credit:
Sms
By sending an sms to Marca’s service the user charges 4 credits. The procedure is:
- User sends sms
- The new credits will show in the page of the user
The sms number is 7788 and Marca becomes approximately 50% of the sms price which is €
1.20 per message (+ VAT 16%).
Phone
The user can call on a land line phone in order to charge 4 credits. This is a so-called expensive
number for which Marca becomes part of the amount. The prices are:
- Calling from land line: max. € 1.16 (including VAT and tax)
- Calling from mobile: max. € 1.51 (including VAT and tax)
Free credits
There are different ways to become free credits:
st
- 1 team: First team of each user is free
- Challenges: By winning a challenge. The maximum for a challenge/bet are 4 credits. The winner
gets the credits from the looser.
- Text header: Winners of the Text Header competition win 1 credit each. Ref. description of this
page (Page-by-page chapter).
Sign up
It is free. The user must answer on a larger number of questions such as interests, etc. Marca then have
the rights to send commercial content by sms and email.
Page 48
Ligamanía
Game Analysis
LIGAMANIA
TABLE OF CONTENTS
SUMMARY
THE ORGANIZATION
PAGE-BY-PAGE
- Create your team
- Statistics
- Confirmation
- My teams, Overview
- Team details
- Friends’ leagues
- Changes
- Top 10, Play round
- Top 10, Season
- Create your team via mobile
- Other pages
o Upper top menu
o Lower yop menu
POINTS
MARKETING
PRIZES
PAYMENT
SUPPORT
Page 49
Ligamanía
SUMMARY
Ligamanía (LM) is the official game of the Spanish league itself with the Spanish public TV and Radio
RTVE as media partner.
No info about numbers of teams and users. The LM is designed and run externally. Payment by mobile
and no sign up fee. Support function is announced but does not work.
THE ORGANISATION
LM is run by LFP and RTVE. RTVE (Radio Televisión Española) is the public radio and TV station in Spain.
LM state that they are the official game of ‘La Primera’.
The LM site is designed and run by the Mexican company, Naranya.com. The page works well and fast.
Links & organization structure:
- LM site: www.ligamania.es
- Media partner: www.rtve.es
- Web supplier: www.naranya.com
Page 50
Ligamanía
PAGE-BY-PAGE
Create your team
Top
Choose name of your team.
Creating team, suggested
You can choose the team
suggested by LM
Creating team, manually
Choose 11 players for start
up formation + 7 substitutes
You can choose not to show
your team to the other
participants.
Statistics is available for all
players.
For each player you can
choose to view statistic (ref.
next page)
Page 51
Ligamanía
Statistics
The data on the statistic site is:
RP
GF
GI
PD
PP
Resultado de partido
Goles a favor
Portero invicto
Penálti detenido
Penálti fallado
Match result
Goals in favor
Keeper undefeated
Saved penalty
Missed penalty
DSG
CA
CV
GC
Defensa sin goles
Tarjeta amarilla
Tarjeta roja
Autogoal
Defender without goals
Yellow card
Red card
By clicking “CREAR EQUIPO” (Create Your Team) you get to the confirmation page (ref. next page)
Page 52
Ligamanía
Confirmation
Back or Confirmation
Choose either Back or
Confirmation of team
Confirming the team you get
to the page ‘My Teams,
Overview’ (ref. next page)
Page 53
Ligamanía
My teams, overview
Left
User’s info:
Coach/ user name
and picture
My teams link
My leagues link
My data link
Close session
Grey box with optimum
starting position for the
current play round
suggested by LM.
Mid
Overview of teams. Each
team links to the page ‘My
team details’ of the
respective team.
Green box: Create new
league and subscribe to
existent league (private or
public).
Green button in grey box
below: Create another team
Abbreviations below:
AP = Abono Plus
(“Plus Credit”)
SA = Super Abono
(“Super Credit”)
T = Free ticket
Yellow card =
Inactive team
Page 54
Ligamanía
Team details
Left
-
Coach/ user name
and picture
My teams link
My leagues link
My data link
Close session
Mid
Team data:
Team name
Team number
Choose play round
(roll down menu)
Players:
‘Players Starting In’ and
‘Substitutes’. Each player
has link to the page ‘Player
Statistic’. Team, position in
field (GK, DF, MF, AT) and
points for the chosen play
round are listed in the
tables.
Player blinks if he is not
available for current round.
‘Make Changes’ button
Below
Result table showing points
for chosen play round and
for total season.
Right
Visualizing team.
Button notifying
that the team is visible for
all other coaches/ users of
LM. Button ‘Your Team Is
Visible For LM’ makes it
possible to hide your team
data to the other coaches/
users.
Page 55
Ligamanía
Friends’ leagues
Friends’ Leagues
You can create or be invited
to play private and public
sub leagues with friends.
Two tables show your team
info in these two types of
leagues.
You can create a new league
or subscribe to existent
leagues.
Abbreviations below green
box:
A = Active league
I = Inactive league
PR = Private league
PB = Public league
Yellow card = Inactive team
NP = Did not participate as it
was inactive
Changes
Changes
Left the substitutes and
right the start position.
Changes can be made
unlimited without charge.
The user is being charged
only when he/she activates
team which must be done
for each play round in order
to participate (ref.
‘Payment’).
Page 56
Ligamanía
Top 10
Top 10
Per play round and for the
whole season
Page 57
Ligamanía
Create your team via mobile
Via mobile
You can create the team by
mobile.
Page 58
Ligamanía
OTHER PAGES
Upper top menu
On all LM pages there are buttons with links to the RTVE.es site. They link to Front Page, News, TV,
Radio, Sports. They come up in a new window.
Lower top menu
Apart from ‘My Teams’ they all link to static text pages.
-
-
-
-
The game
o What is LM
o How to play
o How to score points
o Payment method
Friends’ leagues
Prizes
Statistics
The best
o Of the play round
o Of the league
Help
o FAQ
o Contact
My Teams
Page 59
Ligamanía
POINTS
Victories
Players
Team won
Team draw
Points LM
+3
+1
Goals
Players
For each goal scored by a forward
For each goal scored by a midfielder
For each goal scored by a defender
For each goal scored by a goalkeeper
Goalkeeper did not receive goals
To defenders if no goals scored against their team
For each goals towards own team
Points LM
+5
+7
+9
+ 12
+5
+5
-5
Penalties
Players
If goalkeeper saves penalty
For each missed penalty by your team
Points LM
+8
-8
Cards
Players
For each first yellow card that players from your team receives
Points for accumulated yellow cards received by players in your
team (red card given for second yellow card is not included)
For a yellow card and a first time red card received
For first time red card received
Points LM
-2
-4
-7
-5
Page 60
Ligamanía
MARKETING
Apart from being banner advertised in rtve.es and in lfp.es, LM has a 30-40 second publicity on RTVE TV
during the Sunday night summary of the play round. Banner add on the local (Valencia area) sports
portal Superdeporte.es.
PRIZES
-
Per play round, whole league:
Per play round, friends’ league:
End season:
€ 2,000 (=€ 76,000 per season)
€ 1,000 (=€ 38,000 per season)
€0
The accumulated prizes per season reach a total amount of (76+38) € 114,000
PAYMENT
First team per participant is for free. All other teams can be created by sending an SMS (to 7878) at the
price of € 1.20 + IVA (16%).
Each team needs to be “reactivated” for each play round. This is done be sending an SMS to 7878.
Teams that are not reactivated become inactive and do not accumulate point. Inactive teams can be
reactivated at any time sending an SMS to 7878.
SUPPORT
None existing! I had a hard time finding out how sign up. I tried to contact Ligamanía: I sent 3 messages
during 4 days via their web form and received no answer. I could not find any phone numbers. Have
made 6 failed sms messages to activate my team. None of the messages have gone through and my
mobile is opened to send sms to these kind of numbers.
Page 61
Sexta Manager
Game Analysis
SEXTA MANAGER
SUMMARY
THE ORGANIZATION
- La Sexta media
- Links
- Fusion
- Web suppliers
GAME OVERALL
PAGE-BY-PAGE
- 2 Modes of competition (Clásica & Extrema)
- Team Details
- Match summary
- Top 18
- Statistics, Front page
- Statistics, Players, Compare 2 players
- Statistics, Players, Each player
- Statistics, Players, Fun Categories
- List of winners
- Statistics, Teams, Compare 2 teams
MARKETING
PRIZES
PAYMENT
Page 62
Sexta Manager
SUMMARY
Sexta Manager (SM) is run by the national TV Station La Sexta. La Sexta bought the rights to transmit the
‘La Primera’ matches during the season 2008-09.
It seems that La Sexta during summer 2009 will fusion with another national TV station (Cuatro),
belonging to one of the Spain’s most important editorials (Prisa).
SM is run as marketing support for La Sexta with no media partner. SM has been a 100% free game. Low
prizes. 86.500 users (as of today).
Page 63
Sexta Manager
THE ORGANIZATION
La Sexta media
Sexta Manager (SM) is run by the TV station La Sexta. La Sexta has for the season 2008-09 bought the
st
rights to almost all the matches of the Spanish 1 division. It has in other words been the football chanel
of Spain for this season.
Links
-
The game: www.sextamanager.com
The media: www.lasexta.com
Web supplier: www.ftbsports.com
Fusioning
It seems that La Sexta doing a fusion with the another national TV station, Cuatro (Sogecable). Sogecable
is own by the editorial group of PRISA. Amongst the most know medias of the PRISA group are:
nd
- El País: Spain national newspaper (2 most read newspaper in Spain) and web portal
nd
- As: Spain’s 2 largest sports media, AS after Marca
- Cinco Días: Financial and economic newspaper and web portal
- Cuatro (Sogecable): National TV station and web portal
Web suppliers
The web supplier is the Spanish company From the Bench Sports (www.ftbsports.com). From the Bench
Sport seems to be an external company which does not belong to the organisation of La Sexta.
Below, you will find a copy/paste from a search on their domain in www.whois.net:
WHO IS: sextamanager.com
Administrative City...... POZUELO DE ALARCON
Administrative State..... Madrid
Administrative PC........ 28223
Administrative Country... ES
Administrative Phone..... +34.918382919
Domain Name................ sextamanager.com
Administrative Fax.......
Creation Date............ 17/07/2008
Administrative e-mail.... [email protected]
Expiry Date.............. 17/07/2009
Technical Contact Id....... 33338-1344737
Last Update Date......... 20/02/2009
Technical Name........... Felipe Gallegos L?zaro
Organization Contact Id.... PROP-32766-904012
Technical Org............ Gestora de Inversiones Audiovisuales
Organization Name........ Gestora de Inversiones
LaSexta
Audiovisuales LaSexta
Technical Street......... C/ Virgilio, 2 - Edificio 4, Ciudad de la
Organization Org......... Gestora de Inversiones
Imagen
Technical City........... POZUELO DE ALARCON
Organization Street...... Ctra. Fuencarral-Alcobendas Km.
Technical State.......... Madrid
12,400
Technical PC............. 28223
Organization City........ Madrid
Technical Country........ ES
Organization State.......
Technical Phone.......... +34.918382919
Organization PC.......... 28049
Technical Fax............
Organization Country..... ES
Technical e-mail......... [email protected]
Organization Phone....... +34.918382966
Organization Fax.........
Domain servers in listed order:
Organization e-mail...... [email protected]
Administrative Contact Id.. 33338-1344737
Name Server............. ns1.lasexta.com
Administrative Name...... Felipe Gallegos L?zaro
Name Server............. ns2.lasexta.com
Administrative Org....... Gestora de Inversiones
Name Server.............
Administrative Street.... C/ Virgilio, 2 - Edificio 4, Ciudad
de la Imagen
[Querying whois.internic.net]
[Redirected to whois.interdomain.net]
[Querying whois.interdomain.net]
[whois.interdomain.net]
Page 64
Sexta Manager
THE GAME OVERALL
You can participate in:
- ‘La Primera’
- Champions League
- Interclub League
- Sub league with friends
Up to date, modern, vivid and tempting design with max advantaging of visualizing info. Well working
and fast page.
Page 65
Sexta Manager
2 Modes of competition (Clásica & Extrema)
Liga Clásica “1-1”
This league follows the real
league starting September
ending May.
Liga Extrema “2-1”
With the mode Liga Extrema
you play the Liga Clásica +
an extra league
Top right
Mode of
competition roll
down menu
Contintent (EU,
America, Asia,
etc.)
Liga Capital of all
countries
Right, lower (this is a fix
column on all pages)
Top Ranking with
link to Team
Details of the
respective team
Prizes: Link to the
page showing
winners
News: Link to
lasexta.com
(external site in
new window)
Banner for their
new game for
Champions League
Page 66
Team details
Team data
Coach, Play type, League,
Division, Continent, Position
Ranking
9 best positioned teams
with links to each teams’
team details
Installations
Stadium: name, max people,
parking
Income: Spectators
Employees in the club
Level and name of
Technical
Secretary
Doctor:
Head hunter
Press Manager
“Followers”
Teams that you
are following
Teams that are
followed you
Prizes won
Visual illustration
Head hunter options
Last 11 start up, star player,
special player
Page 67
Sexta Manager
Match summary
Shows…
… shows:
Teams visually
with t-shirts and
shorts
Team names
Result
Teams start up
visually on the
court
Stadium
Page 68
Sexta Manager
Top 18
Table
Shows the 18 best teams by:
Matches played
Matches won
Matches draw
Matches lost
Global won
Global lost
Points
Ranking (right)
Ranking of the 9 best teams.
All teams link to the
respective ‘Team details’
page.
Page 69
Statistics, Front page
External page
The link is located in the top
menu and leads to the
external page:
www.futbolsexta.com/estad
isticas
The different statistics
Players
Teams
Comparing
Fun categories
Different “fun categories”
list the players in these. The
categories are more or less:
Top scorer
Super trick
The dribble
The bad
The leg destroyer
The carder
The bench warmer
Uyyyyyy
Some of the categories are
named with the typical
expression that are used by
the commentators of the
games in La Sexta and by
clicking on “What’s this?” a
short description pups up.
Each category can be
chosen as RSS feed .
For each category a “Show
all” links to a top 20 list
showing players 1-20 as to
the category (e.g. “Top
Scorer” leads to the top 20
top scorers.
Right
Next matches on La Sexta
TV with links to Team
Details of respective teams.
Date & hour shown.
Banner ads.
Classification table .
Below
Comments from users (646
comments as per
2009.05.07)
Page 70
Sexta Manager
Statistics, Players, Compare 2 players
Choose 2 players
Choose the two players
from the complete list
which contains photo,
name, club, etc. Easy to
search by search and filter
method
Top
The players with photos,
name, weight, height,
number, birthday, position,
club, evaluation of Sexta
Manager.
Link to complete statistic for
the respective player
Below
The comparing con be done
per play round or for the
whole season (roll down
menu).
Main parameters are
Positive, Negative. Sub
categories are:
Scored goals
Shots on goal
Assists
Finalized assists
Centers to the goal
area
Received free kicks
Balls recovers
Shots out
Free kicks
committed
Ball losses
Off side
Yellow card
Red card
Page 71
Sexta Manager
Statistics, Players, Each player
Top
Players main info
Matches in action
Different parameters per
match and per minutes
Other statistics
Goals
Cards
With ball
Shots
Free kicks and
penalties
Others
Comments
Users can insert comments
(As per 2009.05.07, there
are 52 comments on Messi’s
page)
Page 72
Sexta Manager
Statistics, Players, Fun categories
The link:
http://www.futbolsexta.co
m/estadisticas/detalle/pichi
chi
Top 20
A top 20 is shown with the
players in order as to the
category (e.g. top scorer =>
20 most scoring players).
Each player links to his
personal statistic page.
List of winners
Table content
Name
Mode of
competition (Liga
Clásica or Liga
Extrema)
Liga (Capital)
Continent (EU,
Asia, etc.)
Prize
Page 73
Sexta Manager
Statistics, Teams, Compare 2 teams
Same as…
… this page is the same as
the page Statistics, Players,
Compare 2 players (above)
only comparing the 2 teams
you wish to compare.
Page 74
Sexta Manager
Statistics, Teams, Each team
Header
Team’s president, coach and
stadium
Web sites of the teams
(Left) Article teasers with
pictures of the respective
team. Link to the team’s
web page within La Sexta. La
Sexta has uploaded their
own web sites for each
team.
Black box
Last match, next 2 matches,
classification, goals scored,
goals received, progression
(up, down, same).
Photos of:
The one who
makes the most
passes
Top scorer
The dribbler
Overall statistics
Games (Won, lost, draws),
goals (made, received) and
cards. All divided in
home/out.
How they…
Defend and Attack with a
number of sub categories
Players
All players represented with
photo, number, position and
with link to the player’s stat
page
Page 75
Sexta Manager
Calendar
Schedule
Each match (past and
future). It shows the
schedule for the team
chosen. Past matches show
result.
Select team
From the roll down menu in
the top you can choose
another team to see its’
schedule
MARKETING
The web portal lasexta.com only.
PRIZES
Prizes are on the low scale. T-shirts for each play round and IT articles, TV platforms, play stations as first
prizes for the whole season.
PAYMENT
SM is a 100% free game. It seems to work as a marketing support for the La Sexta media. As of today
there are 86,500 users as to what La Sexta themselves inform.
Page 76

9. Market analysis, Management Games, Spain

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