Visibility to whom?
Understand Your Target Groups
Regional Target Groups
The game market ranks amongst the fastest growing global mainstream markets with sales revenues increasing substantially every year. On the world ranking list for consumer spending on games, China is taking the lead, not too far behind are the United States, third is Japan. The others in the top ten are currently South Korea, Germany, United Kingdom, France, Canada, Spain and Italy.
Countries with extremely large populations such as China may focus on their home market. European countries though, with few exceptions, have negligible home markets. Therefore, they need to orient themselves towards the global market. However, this offers an opportunity. It encourages young talents to “think globally” right from the start, when creating their games.
On the other hand, it means that game incubation needs to meet the challenge of preparing young game developers or companies for the global market. Therefore, game incubation tuition needs to target internationalisation of the game developers’ creative and entrepreneurial skills.
Although incubators we have interviewed as part of the BGI project1EU-Interreg project Baltic Game Industry: http://baltic-games.eu/ tend to assert that their training is intrinsically international, it is worthwhile reflecting on the implications of “international game incubation” as a “standardised” approach.
Basically, this could encompass a series of possible approaches, such as …
- … catering to teams, coaches and mentors from abroad, or mixed teams from the incubator’s region,
- … offering programmes on topics such as international law, market conditions, culturalisation2Pioneered by Kate Edwards (see Geogrify: http://www.geogrify.com/about/), IP and localisation,
- … introducing the teams to international audiences at e.g. conferences, jams, award contests and pitching events.