According to Owlient's homepage in 2014, 55 million players played Howrse. In 2010 it was announced that the game had over 12 million players - 5 million on the English and French versions, respectively, 1.6 million on the German version and nearly 2 million new players each month. According to the news article, Zara Phillips was the first member of the Royal Family to appear in a video game. She is displayed on the starting page and as a figurine that gives advice to the players.
In 2014, Zara Phillips appeared in the British version of the game. French equestrian Nicolas Touzaint endorsed the French version Equideow. In 2009 Meredith Michaels-Beerbaum endorsed the international version of Howrse, while her husband Ludger Beerbaum endorsed the German version in 2008. The game was endorsed by prominent equestrians, who appeared on the start pages of different versions. In 2009, it was announced that the company had reached break-even. Each card contained a code that unlocked in-game items. These card were offered in three languages. During Christmas 2008, the company tried to sell in-game items and cardboard collectible cards for the first time. In 2010, an additional €25,000 was raised and donated to Gut Aiderbichl. Later that year, it was announced that over €7,500 were raised that way. Players could donate in-game passes in Howrse to donate money to the association. In 2008, the company partnered with Gut Aiderbichl, a German animal protection association. Other versions in more languages followed, and Owlient as of 2015 had games in 24 languages. Guth and Issaly ended their studies in 2006 in order to devote time to their company. Their first game, Equideow, which is the French version of Howrse, went online on the same day, as one of the first games to prominently use micro-transactions for funding.
In 2005, two computer science students, Vincent Guth and Olivier Issaly, founded Owlient.
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