Growth of Video Gaming Population Creates Opportunities for Developer-Publishers

By September 27, 2011 Press Releases

TIGA, the trade association representing the UK games industry, saidtoday that with a new report showing that nearly 33 million people play video
games in the UK, confirming that video games was a mainstream activity, the
Government should back game developers to take advantage of this growing
market. 

TIGA made the comments following the publication of the report, Gaming
Britain: A Country United by Digital Play
. The Report was produced by the
Internet Advertising Bureau in association with research agency Kantar Media,
which conducted a nationally representative sample of 4,000 respondents – 3,000
adults (16 to 65 year olds) and 1,000 children between eight and 15 years old.

Dr Richard Wilson, TIGA CEO, said:

“New devices such as tablets and smartphones
are helping to grow the size of the gaming population in the UK. However, more
could be done to grow the UK games development sector in order to take advantage
of this expanding market and to contribute to the economic recovery.

“Finance is the critical issue. TIGA’s
research indicates that two fifths of UK game developers face difficulty in
accessing finance. Additionally, in contrast to our key competitors, UK game
developers do not benefit from a tax break for games production.

“The UK Coalition Government should look
again at TIGA’s proposal for a correctly targeted Games Tax Relief (a sector
specific tax break for games production) and at our proposals to further
improve the R&D Tax Credits.  At the
same time, policy makers should consider TIGA’s proposal for a Creative Content
Fund: this would make investment available in the form of a matched funding (i.e. pound for pound) repayable contribution. These
measures would help to improve access to finance, thereby enabling UK
developers to win an increasing share of the UK games market.”

Patrick
O'Luanaigh, TIGA board member and CEO of nDreams, said:

 

“This report confirms once again that
enjoyment of video gaming is widespread and popular. Video games have become
even more ubiquitous with the advent of new platforms. TIGA is helping UK game
developers to take advantage of the opportunities presented by new business
models, growing digital platforms, and the shift towards self-publishing, not
least by providing best practice information advice and discounts from third
party suppliers. 

“Government can play its part and help the
new wave of developer-publishers fulfil their potential by addressing the financial
challenges facing the sector: Games Tax Relief to enable the UK games sector to
compete on a level playing field; improved R&D Tax Credits to promote
investment in innovation; and a Creative Content Fund to improve access to
finance for small development businesses.”

 

Key
findings from Gaming Britain: A
Country United by Digital Play
include:

 

  • 32.9
    million people across the UK play games;

  • 82
    per cent of the eight to 65 year old online population are defined as game
    players: 51 per cent male to 49 per cent female;

  • 25
    to 45 year olds are identified as having the most number of players (44 per
    cent) compared with 45 to 65 year olds (33 per cent) and 16 to 24 year olds (23
    per cent) with the least amount;
  • 70
    per cent of 16 to 65 years old game players regularly use a gaming device, 72
    per cent play socially – on and offline;

  • 49
    per cent of all respondents play puzzles and quiz games – the most popular type
    of game
  • 30
    per cent of respondents favour social networking games – the second most
    popular type of game;

  • 84
    per cent of eight to 15 year old game players play frequently, 96 per cent play
    socially;
  •  81
    per cent of games console players have played with friends or family in person;

  • 54
    per cent of social networking players have played with friends or family online
    or over a network

  • 35
    per cent of console owners use their devices for social networking compared
    with 18 per cent of handheld console users.

    Read the report at:
    http://www.iabuk.net/en/1/researchgamingbritain.mxs


    About TIGA:

    TIGA is the trade association representing the UK’s games
    industry. The majority of our members are either independent games
    developers or in-house publisher owned developers. We also have games
    publishers, outsourcing companies, technology businesses and universities
    amongst our membership. TIGA was awarded ‘Trade Association of the Year’ and
    the ‘Member Recruitment Award’ at the Trade Association Forum Best Practice
    Awards 2010.  In 2011, TIGA won a further
    four awards at the Trade Association Forum Best Practice Awards, including
    ‘Trade Association of the Year’ for the second consecutive year. 

    TIGA has been voted a finalist in the CMI
    Management and Leadership Awards 2011 in the ‘Outstanding Organisation (SME)’
    category. Dr Richard Wilson, TIGA CEO, has been voted a finalist in the
    ‘Outstanding Leader’ category.  TIGA was
    also  named as a finalist in the 2010
    Chartered Management Institute (CMI) National Management and Leadership Awards
    in the category of ‘The Outstanding Organisation of the Year Award (SME)’. TIGA
    is an ‘Investors in People’ accredited organisation.

    TIGA is the trade association representing the UK’s
    games industry.  Our vision is to make
    the UK the best place in the world to do games business. Our mission is to
    fight for the interests of game developers. To achieve our vision and mission
    we focus on the delivery of three strategic objectives: effective political
    representation, profile raising and helping our members commercially. This means
    that TIGA members are effectively represented in the corridors of power, their
    voice is heard in the media and they receive benefits that make a material
    difference to their businesses, including a reduction in costs and improved
    commercial opportunities.

    For further
    information, please contact Dr Richard Wilson, TIGA CEO on: 07875 939 643, or
    email richard.wilson@tiga.org.

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