TIGA, the trade association representing the
UK games industry, said today that the opportunities for self-publishers are
arguably greater today than ever before with a wealth of platforms and routes
to market. UK video game developers can unleash their talent and creativity by
going it alone. However, the process is not an easy one and self-publishing
developers need access to the best business advice to help them to achieve
success. To help, TIGA has today launched the TIGA Guide to Self-Publishing: Liberating the Developer, aimed at
developers looking to take their games direct to market.
Available for free to TIGA members, the
44-page, 14-section A4 booklet is packed with advice, starting with the
fundamentals of selling games without the aid of a publisher and covering key
areas such as the main digital distribution platforms.
The guide draws on the vast practical
experience of a wide range of companies involved in self-publishing and aims to
bridge the knowledge gap some fledgling studios may have.
Richard Hill-Whittall, the director of Icon
Games discusses the importance of marketing, localisation and bug testing, Paul
Gardner, a partner at law firm Osborne Clarke shows how self-publishers can
attract finance, and Katy Wilson, a manager at accountants Grant Thornton looks
at ways of avoiding the wrath of the tax man.
Sean Crotty, a partner for Weightmans LLP,
explains non-disclosure agreements and Michael Souto, the business development
director of LocalizeDirect, highlights ways in which developers can target
global markets. There is a comprehensive look at age-ratings across the world.
In recent years, there has been a massive
explosion in the number of self-publishing developers with smartphone and social media gaming
proving especially popular. Apple's App Store recently surpassed the 25 billion
download mark and games regularly take up 70 per cent of the top 10. The three
major consoles – the PlayStation 3, Xbox 360 and Nintendo Wii – also have
digital distribution platforms and, when PC and Mac gaming are included, it is
clear there is a great opportunity for developers to be creative and maximise
their revenue. The guide looks at the key platforms – Xbox Live Arcade, Apple
iOS and Mac, Steam, Indiecity, WiiWare and DSiWare, PlayStation Network, PSP
Minis, Android and Facebook – and explains how developers can submit a game to
each one of them.
It studies the various business models of
development including games as a service, with help from Patrick O'Luanaigh,
the CEO of nDreams. It also shows how developers can protect their intellectual
property with a two-page assessment from Sheridans Solicitors' Alex Chapman.
The guide understands that building a brand
through PR and marketing and using social media to spread the word is vital.
Pete Basset, managing director of Quite Great Communications, and Jon
Heffernan, operations director at Jollywise Media explain the basics and Julien
Wera, of KD Partners discusses press relations for small studios. Rob Davies,
CEO of Playniac, shows how social media can be used to promote games. With a
directory packed full of contact details of key journalists, law firms,
marketing organisations, localisation companies, accountants and audio
specialists (with great help from Ben Ryalls, the business development manager
of Side), the guide builds into a comprehensive reference.
Dr Wilson said:
“There is much
creative talent in the British videogame sector and it is important that they
are able to achieve their full potential. Self-publishing is an area of growing
importance, made easier by the wealth of platforms which allow for digital
distribution. It is clear that publishers will have a much lesser role to play
in the future.
But there are many
pitfalls that need to be avoided if a self-publisher is to become successful.
Our guide has been written to cover all of the key areas of developing and
publishing a game, ensuring that developers are able to maximise their revenues
and go on to produce many more titles.”
Patrick
O'Luanaigh, CEO of nDreams, TIGA board member and Chairman of the TIGA
Self-Publishing Group, said:
“Historically many developers
have entered a Faustian Pact with global publishers, sacrificing ownership of
IP in exchange for royalties that never materialised. That is why TIGA strongly
encourages the trend towards self-publishing. This approach can enable
developers to build relationships directly with customers, create original
games, retain their IP and attain greater financial stability.
“The new TIGA Guide to
Self-Publishing provides some excellent expert advice for studios looking
to self-publish (and co-publish), and I am sure that it will provide a great
resource for developers and digital publishers.”
James
Brooksby, CMO DDP and founder of doublesix:
“TIGA’s
Guide to Self-Publishing is an excellent handbook for anyone wanting to start
up a studio and to self-publish their games. TIGA’s growing provision of
information and advice is becoming a vital resource for game developers.”
Bruce Everiss, CMO Kwalee, said:
“Your “Liberating the Developer” publication is
truly excellent, I even gave it to my staff to read to ensure they are fully up
to speed. The industry would benefit from getting this into as many hands
as possible because the knowledge it contains is so commercially essential.”
TIGA
Guide to Self-Publishing: Liberating the Developer is available for
free to all members of TIGA and available to purchase by non-members from the
TIGA website.
About the guide
The TIGA Guide to Self-Publishing: Liberating
the Developer draws on the experience of a wide range of experts from TIGA’s
membership. It provides a vital resource for start-ups and indie developers and
is has been produced with help from Jason Kingsley, TIGA Chairman and CEO and
Creative Director at Rebellion; Gareth Edmondson, TIGA Vice-Chairman and CEO of
Thumbstar Games; Patrick O’Luanaigh, CEO at nDreams; Richard Hill-Whittall, CEO
at Icon Games; Paul Gardner, Partner, Osborne Clarke; Katy Wilkinson, Manager
at Grant Thornton UK LLP (accountants and tax advisers); Alex Chapman, Partner,
Sheridans Solicitors; Pete Basset, MD of Quite Great Communications; Jon
Heffernan, Operations Director at Jollywise Media; Julien Wera of ICO Partners;
Rob Davies, CEO of Playniac; Sean Crotty, Partner, Corporate, Weightmans LLP;
Michael Souto, Business Development Director, LocalizeDirect; Short Round
Music; Hugh Edwards of High Score Productions; Ben Ryalls, Business Development
Manager, Side; James Brooksby, CMO DDP and founder of doublesix and Philip
Oliver, CEO of Blitz Games Studios.
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. Since 2010, TIGA has won 11
business awards and has been nominated a finalist for 9 other awards. In 2010 TIGA won two business
awards including ‘Trade Association of the Year’ from the Trade Association
Forum.
In 2011, TIGA won eight business awards including ‘Trade Association of
the Year’ from the Trade Association Forum, ‘Outstanding Organisation’ from the
Chartered Management Institute and two Global Business Excellence Awards,
including ‘Outstanding Marketing Campaign’.
Richard Wilson won the ‘Leadership Award’ from the Trade Association
Forum and the ‘Outstanding Leader’ award from the Chartered Management Institute.
In 2012, Richard Wilson won the IoD’s East of
England Director of the Year Award. TIGA
is an Investors in People organisation.
TIGA's
vision is to make the UK the best place in the world to do games
business. We focus on three sets of activities: political representation,
generating media coverage and developing services that enhance the
competitiveness of our members. 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. Or
call Marc Ambasna-Jones on: +44 (0)7966 510702 ; or
email: marc@marcompr.net