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New UKIE strategy chases studios UK trade body readies three-pronged programme to help micro businesses and games developers New services
by Michael French TWO YEARS after
rebranding, and with battles over PEGI, tax breaks and education won, UKIE has started a new push to help start-ups and games studios. It’s a marked move for the organisation which, even after dropping ‘publishing’ from its name when it ditched the ELSPA brand, used to be accused of servicing the traditional industry. “People say ‘why not focus on just publishers, or just developers’ but our industry is so diverse now – the definitions of what makes these businesses different have become outdated or just vanished,” explained CEO Jo Twist. “Take Mind Candy – it’s a
retailer, a licensor, a games company, a music company. That’s the shape of the
UKIE CEO Dr. Jo Twist is keen to get more developers on board
industry now. It’s not just about boxes. And it’s not just about publishers having all the power. “We already do deliver a lot to existing members through market research, lobbying and press work we do, but now we are really widening that out.
“I want to prove to micro businesses and developers in particular that we are here for them. “So we’ve refined that strategy, and this year we have very tangible things to offer and attract new companies, start-ups and anyone in development.” A three-pronged approach will shape UKIE strategy: The Growth Ready programme for start-ups and new firms, specifically developers, indies and new entertainment businesses. A Talent Development programme will focus on
young talent that wants to be in the games industry. This will include implementing the recommendations of the Next Gen skills report introducing student membership.
The industry is so diverse now. It’s not just about boxes or publishers having all the power.
“ Jo Twist, UKIE Plus, an Industry
Transition programme will help those Old World publishers continue to learn about the new world of video games.
The organisation will even launch a Developers’
Sega goes for gold with Olympic campaign by Christopher Dring
MARKETING for The Official London 2012video game is about to enter its final stretch, as the title closes in on LEGO Batman 2at the summit of the UK charts. Sega has already run a major PR push featuring Olympic ambassadors Derek Redmond, Mark Foster, Nell McAndrew and Laura Trott, who all took part in a photoshoot recreating their most memorable moments using the video game. The publisher achieved press coverage across national tabloids, the Evening Standardand even a DPS in Hellomagazine.
4 July 20th 2012
“In terms of our above the line marketing, so far the launch period has been a relatively soft approach,” says Sega’s product manager Anna Downing. “We wanted to inform people the game was out and to target those eager to get into the Olympic spirit early. And the game looks fantastic, so we were eager to get the 20-sec TV spot into the public domain. “However in keeping with the Olympic theme, our campaign is more of a distance runner taking in June, July and August and we need to peak at a moment that epitomises the hype and anticipation of the nation in embracing London 2012.”
Nell McAndrew is one of several Olympic ambassadors working with Sega to promote London 2012
On July 27th, a 90-second trailer will be shown following the opening ceremony on ITV, plus additional dedicated spots will appear to coincide with the swimming, cycling,
diving and athletics. Sega is also running an outdoor 48- sheet nationwide poster campaign (that isn’t just focused on London), it has sponsored the Absolute
Radio sports bulletin during the Olympic period and has booked a DPS in SPORT during the opening ceremony day, too. Sega: 020 8995 3399