TIGA, the trade association representing the UK
games industry, has welcomed GloLiquid as its latest member.
The avant-garde videogame company, which has put its
own project on hold to work on a new kind of game marketing service, was formed
by Glynne Owen who entered the industry in February 2011 as a freelance writer
and composer with the vision of one day starting a studio.
His passion for literature, music and video games
had driven him to collaborate on an idea with some local developers to create
the kind of game he’d like to play. It enabled him to write and compose ideas
which he feels most comfortable with.
In June 2011, he said he had identified an issue with marketing. He believed it
was becoming harder for smaller developers to afford the budgets necessary for
effective marketing.
He came up with The Water Cycle Strategy which is
less about extending the market reach of a product, but about building and
nurturing the growth of focused, organic groups of loyal followers who can
connect with and share the ethos of the company.
GloLiquid is keen to promote the IMVGM
(International Movement of Video Game Marketing). This is its web-based media
service which is designed to increase accessibility and sustainability through
the shared experience of the story of discovery.
With 1000 places for testers up for grabs, it plans
to give those who are most passionate about gaming, a chance to help it shape
the service.
Glynne Owen, owner of GloLiquid, said:
“In the 80s and early 90s, the UK
was ranked third in the world for game development. Today it is eighth. The
closure of a number of high profile studios, combined with the omission of
computer science from the national curriculum has left my generation labeled as
the lost generation. We’re not lost, we’re right here and we’re fighting to
unite the emerging indie developers with gamers through the power of new social
media.
“Traditional marketing techniques are no longer applicable and current attempts
at community driven marketing have largely been disjointed, sparse and
ineffective.
“With limited finances, we as a movement have to think smart, we have to think
agile.
GloLiquid Limited are joining TIGA to further promote community focused, narrative
driven marketing as an ideal marketing platform for indie games. In return,
GloLiquid Limited will offer our services to indie developers to provide them
with the tools they need to build a loyal fan base.
This partnership underlines the importance of the indie developer, not just in
UK gaming, but on a global scale. Great ideas are nothing, without great people
and great systems in place to support them.”
Richard Wilson, CEO of TIGA, said:
“We like fresh thinking and
GloLiquid is an example of that. It has told us that it would like to connect with developers,
publishers and funders from around the UK who share its vision of uniting
gamers with developers. We welcome them to the TIGA network.”
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 14 business awards and has been nominated a
finalist for 16 other awards.
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.