INTERVIEW  UKIE


The UKIE team


“Unfortunately there wlll always be sections of the press that attempt to do down our industry, but the strong UKIE comms team tackles any issues head on. Our relationship with the press has never


been stronger.” Michael Rawlinson


Unfortunately there will always be sections of the press that attempt to do down our industry. But with a strong communications team in place at UKIE, we are able to tackle any issues head on and are committed not just to reacting to these attacks, but to promoting a range of positive images about industry both in the media and in Whitehall. We are involved in so many areas


already, including education, health and wellbeing, and e-accessibility to name a few, and we have strong partners in Whitehall who are really seeing and appreciating the value of our work. Our relationship with the press has


Live for Microsoft Xbox, Home / PSN for Sony and Wii ware for Nintendo – as well as numerous high-quality PC options. Most analysts say that, despite a move towards downloadable games and content, boxed product will remain a large part of the market for the foreseeable future. But again, we should not underestimate the PC market, which clearly remains strong and is continuing to grow.


Tax breaks for UK game developers appear to be off the cards now. Do you think the Government ‘gets’ the gaming industry yet, or is there more work to be done? Thinking back to when I first joined UKIE (then ELSPA) compared to where we are today, the transformation in the Government’s perception of our industry is staggering. Of course, we cannot be


complacent, and there are those we still need to convince, but particularly now – with a huge new intake of MPs, many of whom are young and grew up playing games, perceptions of our industry are definitely changing for the better. At all three party conferences this year we spoke to over 200 MPs, most of whom were positive and supportive of our industry. And of course the Government has clearly signaled that technology, innovation, R&D and IP are at the heart of its thinking on rebalancing the economy, boosting private sector growth and investment and ensuring the UK is at the forefront of the ‘new’ economy. The video games and interactive entertainment industry ticks


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every one of these boxes and we will continue to press this message home and work with Government to help deliver their priorities in these areas. On the issue of tax breaks in


particular, UKIE has committed to working with TIGA to re-examine the case for tax breaks, strengthening any arguments we intend to present to Government. A testament to this was my recent evidence to the Scottish Affairs Committee, where both myself and Richard Wilson, alongside Ian Livingstone, set out the case for tax breaks.


You’ve given your backing to the National Endowment for Science, Technology and the Arts’ scheme to set up a consortium of UK games developers. How will this benefit the UK games industry? UKIE is proud to support NESTA’s innovative new project, designed to help UK game developers to publish their games via digital distribution. Access to finance and the development of new business models are two key challenges for our industry. A consortium of companies to publish and distribute, such as the one being proposed here, ticks both of these boxes. Anything that facilitates the development and distribution of marketable, top quality games for our industry is to be welcomed.


Do you think the days of frantic tabloid attacks on video games and condemnation in Whitehall are over, or is the next scandal always round the corner?


January PCR 29


never been stronger. Of course, like any relationship, there are sometimes bumps in the road, but we know we are in a good position to work through these, and come out stronger on the other side.


PC gaming is alive and well thanks to the likes of World of Warcraft (top) and Civilization (bottom)


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