WWW.MCVUK.COM
MCV 10/09/10 15
WESTMINSTER CONNECTIONS
The key issues UKIE hopes to address in its discussions with the Government…
undergoing subtle changes, boosting its in-house team (see ‘Fresh Blood’, over the page) as it prepares for a new era. So aside from anti-piracy work, a voice in Government, sales charts and market data, what does UKIE want to offer to the new members it chases? “The difficulty for each end of the business is making the right connections. Sometimes developers can feel that publishers don’t want to see them and they are turned away at the door – but they must not forget that publishers wouldn’t survive without their content. Whether that’s from an internal studio, or a third-party, they need each other at some point or other, either to service the goods or the relationship.
“UKIE can add a huge amount to the industry to
help the wide array of people within it get together and network – that will help break down those barriers and any fear of resentment of ‘the other side’, to show that both sides of the business should, will and can work together and be more united for the good of the industry going forward.”
BRITISH CHAMPIONS
As well as making the ends of developer and publisher meet, Rawlinson says UKIE will be loud and proud about Britain’s heritage and power as a gaming nation.
Pertinently, that pushes talk of the
UK’s stature as a global games power beyond the argument to introduce a production tax break for games. “Given the political environment at the moment we are not going to get those tax breaks in the short term,” says Rawlinson plainly. He doesn’t think calling for them is futile, and “that doesn’t mean we aren’t going to build the case”; tax breaks would be very valuable to the industry and support new IP and help grow new and existing companies, he says. That’s if they ever
“
international businesses, and something UKIE will shout about.”
But all those great examples – none of them were members of ELSPA before, or at least had a direct voice in the organisation. What makes it different now?
The UK is not a follower, it’s a leader – we make markets. That’s something UKIE will drive forward and promote. Michael Rawlinson
make it into the Budget. “But they aren’t coming right now. So what do we do? Keep saying ‘Woe is us’? Or do we stop and realise the great things we have made in the past, look at the exciting things that we are making now and leading the world on? “Look at the great cutting edge titles and games UK companies have been responsible for. Playfish, Moshi Monsters, LittleBigPlanet, the work Peter Molyneux is doing at Microsoft Game Studios with Kinect, and Sony with SingStar, Move and EyePet… I could go on and on. The UK is not a follower, it’s a leader – we make markets. That’s something the whole industry needs to drive home to
“The point is that the UK in this industry is a great place to do business. And our job as a trade association representing the industry is to provide a platform in which all kinds of companies can do good business. We want to help the next Playfish and the next Moshi Monsters emerge and help further prove what a great country to make games this is. Our job as UKIE is to create an environment that attracts overseas corporations to come
here and invest, and likewise help UK companies stand on the global stage. The UK is not second rate – we are the premier league. Listen up, world: great talent, great people, great games.”
”
TRADING PLACES But what about Tiga, the comparable games developer association? Doesn’t it do some of these things – and also boast a huge number of games developers as members already?
“My job is to talk about what UKIE is doing,” says Rawlinson – but he doesn’t shy away from tackling the question that a lot spectators have asked. “At the end of the day the market will decide what it wants to do. I think we have a strong proposition to the whole interactive entertainment industry – a much broader world than the one we have been dealing with
AS ELSPA DID, UKIE is priding itself on a hotline interface with Whitehall. The organisation wants to take that
to the next level after successfully ‘winning’ the case to put PEGI into law, having a strong voice during discussions around the proposed tax break, and generally improving relations with politicians. Rawlinson tells MCVthere are two
critical areas for the games industry in Westminster – and says that a few familiar topics need sealing up too. “The first is IP protection and the implementation of the Digital Economy Bill – and the thinking beyond that, because that has to be just a stepping stone to the future of IP and how it’s controlled,” he says. “The other is around online content
and our protection of children in the online world. It’s more than just video games and the whole of interactive entertainment – it’s an issue facing everyone who operates online; ISPs, mobile phone firms and children’s charities – all the key forces. We have a seat at the top table, and aren’t
“We need to give parents the confidence and make it clear they are part of the debate.”
being left out of the discussion these days.” Much of that is through UKCCIS, the body set up by Dr Tanya Byron after her report into child safety online, explains Rawlinson. “Issues around user-generated
content and the way we deal with online content are also going to be huge challenges for the wider media and entertainment world, and of paramount importance to games.” Parental controls has been a hot
issue also. Rawlinson says UKIE backs Tanya Byron’s argument that controls must be initially left to a default ‘off’ setting: “We believe if the job is done for parents, kids will quickly turn them off and lead parents to think they are on.” That said, he argues that the industry still has to do its part in educating parents: “We need to get the message out that these controls exist. That’s a raging debate and we have to be part of it, be heard, and fight our corner.” And, of course, there’s the little
matter of the final stage for PEGI’s legal implementation. Says Rawlinson: “We have to get it on products, in shops and legally binding – get the awareness and education of PEGI out there. What it is, what does it mean, how do you use it. “We need to give parents the
confidence and make it clear they are part of the debate and have the power to choose what products are appropriate or not. We can’t dictate their decisions, but it’s up to us to make sure they are informed – that’s the industry’s job.”
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96