Gaming
Levelling up: navigating challenges and building corporate presence in the gaming industry
In the competitive gaming industry, building a strong corporate presence is tougher than ever. We asked the communications specialists at Five in a Boat for their insights into helping game companies stand out in a crowded market. Here’s what they had to say.
What issues is the UK games industry currently facing? Te gaming industry is currently grappling with a series of challenges that span various domains. Firstly, there’s a significant shortage of skilled workers in critical areas such as game development, animation, and programming. Tis scarcity is further exacerbated by a shrinking talent pipeline, which poses a serious hurdle to the industry’s growth potential. Concurrently, the intersection of Brexit-related uncertainties, affecting talent movement and trade with the European Union, coupled with the onset of a global economic downturn, has compelled businesses to adopt a cautious approach to their expansion and overall strategies. Diversity and inclusion within the gaming industry remain
Julia Herd managing director/founder
contentious issues, with ongoing criticism for a workforce that historically leaned towards homogeneity. Although progress has been made, there is still much work to be done to create an environment where all voices are heard, and diverse perspectives are embraced. Tis push for inclusivity extends beyond the workforce and encompasses game content, responding to the increasing demand for experiences that resonate with a broader range of players. Mental health and the persistent challenge of crunch time again
continue to cast a shadow over the industry, with game developers’ well-being being a growing concern. Despite some companies
32 | November/December 2023 Ross Baillie account manager
downplaying its significance, industry burnout is on the rise due to demanding deadlines and resource limitations, warranting increased attention. Furthermore, the industry faces increased scrutiny from regulators and policymakers, particularly regarding content moderation and the potential impact of video games on mental health and behaviour. Controversial monetization practices, such as loot
boxes and microtransactions, are also under intense scrutiny, with persistent calls for more transparency and regulation to ensure that young and vulnerable people do not get sucked into highly addictive gambling practices. Important to note is that the video game market’s competitiveness
is relentless, with indie developers and small studios striving to gain visibility and success alongside established giants which dominate the industry and the news cycle. Tis challenging landscape is further compounded by significantly reduced investment in the sector. According to recent Bloomberg data, venture capital groups invested a total of $700.3 million in video games in the third quarter of 2023, which is the lowest since the second quarter of 2020. A number of factors are cited for this, including the fallout from a boom in gaming during the Covid-19 pandemic which saw many people pick up new video games, and return to old favourites, to pass the time indoors. Other factors include the dying hype in the metaverse and Web3,
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