UK video game trade association welcomes greater clarity for platform owners, developers and digital publishers
TIGA, the trade association representing the UK video game industry has welcomed the OFT’s final principles for online and app-based games, and the additional clarity and examples provided for platform owners, developers and digital publishers.
The UK video game industry and TIGA wants to build a sustainable industry, just as all developers want to be in full compliance with the law, and so any guidance that helps them achieve this is welcome.
However, we must not lose sight of the fact that free-to-play (F2P) games can be of great value to consumers and developers alike. This is because it allows consumers to play extremely high quality games entirely free or to try games before buying them. A report published by TIGA in 2013 showed typically, 95% of consumers playing a F2P game don’t spend any money at all.
As the OFT itself stated, the video game industry moves fast and the F2P model has emerged relatively recently. However, the British games industry has proved itself committed to establish and follow best practice.
As a result, many of TIGA’s and our members’ previous feedback and recommendations have been taken into account, for example with regard to greater clarity as to where responsibility lies between developers and platform owners like Apple and Google. The OFT has made it clear the responsibility for principles 1-3, and 8 generally lies with platform owners, whilst responsibility for principles 4-7, wil generally lie with games businesses.
Where yet greater clarity would be of benefit is regarding what is classified as a children’s game. Elements mentioned by the OFT, such as cartoon-like graphics, bright colours, simplistic gameplay and/or language are found in many games which are not purely designed for children, or are more prevalent in mobile games due to differing technology and e.g. touch screen interface.
Lastly, as TIGA has called for throughout the consultation process, the OFT must work with its international partners to implement a consistent global approach to enforcement. Otherwise these principles will fail to protect both UK consumers and export-focused UK businesses from unscrupulous practices and competition from abroad.
Dr. Richard Wilson, CEO, TIGA, commented:
“TIGA and our members have been working with the OFT throughout the development of these principles. It’s encouraging to see our recommendations on the need for absolute transparency at the payment and platform-owner level, and our call for clarity regarding where responsibility lies between games businesses and platform-owners, have been taken into account. It’s also encouraging just how much progress has already been made by both developers and platform owners in the UK, in bringing the market up to date with these principles.
“The complexity and pace of change in the app and digital ecosystem means there will inevitably be further examples and guidance needed to achieve full compliance. Yet by and large the OFT’s work will be of great value to all our UK developers who want to be part of a fair and sustainable video game industry.
“What is now essential is for the OFT to work with its counterparts in the EU, the USA and across the globe to adopt a common approach to the F2P market. The UK’s mobile and online games developers represent a small fraction of the global F2P development industry. To effectively protect both UK consumers and UK businesses, we must avoid these regulations becoming misaligned with the rest of the world, or risk damaging our culturally and artistically rich, high tech and highly skilled video game industry.”
-ends-
About TIGA TIGA is the trade association representing the video game industry. We help developers and digital publishers build successful studios, network with the right people, save money and access professional business advice. We also have outsourcing companies, technology businesses and universities amongst our membership. Since 2010, TIGA has won 16 business awards.
TIGA focuses on three sets of activities:
· Political representation
· Media representation
· Business services
This enhances the competitiveness of our members by providing benefits that make a material difference to their businesses, including a reduction in costs and improved commercial opportunities. It also means our members’ voices are heard in the corridors of power and positively represented in national, broadcast and UK video game trade media.
Get in touch:
Tel: 0845 468 2330
Email: info@tiga.org
Web: www.tiga.org
Twitter: @TIGAMovement
Facebook: www.facebook.com/TIGAMovement
LinkedIn: http://www.linkedin.com/company/tiga
For further information, you can also contact: Dr Richard Wilson, TIGA CEO on: 07875 939 643, or email: richard.wilson@tiga.org
Drew Field, TIGA Communications Director on: 07720 643 344, or email: drew.field@tiga.org