It’s incredible to think that today, around half of the people in the UK play video games in one form or other.
In fact, the UK’s gaming industry is growing at an exponential rate, with PwC estimating market growth to reach £5.2bn by 2021, putting it ahead of every other European market to be fifth largest in the world. Last year’s £4.33bn made it a record year for the industry, not to mention its knock-on effect on industries such as film and merchandising.
New audiences
A major factor in the growth of the industry is the innovative ways in which gaming is being introduced to new demographics, and for new purposes. The launch of the Nintendo Wii in 2006 is one such example. Its motion controls and sports orientated launch games saw people of all ages get into video gaming for the first time. Notably, healthcare professionals recognised the benefits of the motion controls offered by the Wii, and also Microsoft’s Kinect for physical therapy, and have been utilised in care homes and incorporated into physical rehabilitation programmes.
Another revolution has been the proliferation of video game apps – a cheaper way to play on a platform already owned by 85% of the UK population – the smartphone. Angry Birds, the video game app created in 2009 for iOS smartphones quickly expanded to all types of video gaming devices including PC and home consoles, has spawned spin-offs games, merchandise and a film, released in 2016.
Developers have also recognised that introducing gaming mechanics into activities that wouldn’t normally be associated with video games is a great way of increasing the loyalty of business customers. This ‘gamification’ of things includes incentives and rewards, such as point scoring, competitions and rules, has proved successful as a marketing technique, as well as introducing new audiences to the world of video gaming.
Support
Alex Ryley, managing director of Mutant Labs, a game development company in Plymouth, is clear on how the greater awareness and increased enthusiasm for games through gamification has made a positive contribution to the whole industry. Companies are looking at using games as a way of engaging their customers, which is good news for game developers.
This, in turn, has brought in more funding to help game development start ups, and give SMEs the tools they need to continue to grow, whether they’re focused on gamifying company websites or whether they’re into the CGI and virtual reality and gaming sectors. Creative England is a not-for-profit organisation that helps new and growing game development companies in England through its GamesLab programmes. York-based BetaJester has received funding for their virtual reality game as well as help through workshops to improve their marketing, pitching and networking. The Digital Innovation Fund, backed by the Welsh government, helps small gaming companies across Wales.
This support, as well as a growing range of relevant university degree courses, means that the UK has become the third best country for attracting and training skilled workers in the industry.
Although the gaming industry in the UK is thriving, Chief Executive of the Independent Game Developers’ Association, Dr. Richard Wilson warns that to maintain the growth, support must continue at the same level, at a minimum, and that future success depends on the Government’s policy decisions going forward.
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