TIGA Press Releases
TIGA Launches Guide to Self-Publishing
Publish Date: Tuesday 1st May 2012
TIGA, the trade association representing the
UK games industry, said today that the opportunities for self-publishers are
arguably greater today than ever before with a wealth of platforms and routes
to market. UK video game developers can unleash their talent and creativity by
going it alone. However, the process is not an easy one and self-publishing
developers need access to the best business advice to help them to achieve
success. To help, TIGA has today launched the TIGA Guide to Self-Publishing: Liberating the Developer, aimed at
developers looking to take their games direct to market.
Available for free to TIGA members, the 44-page, 14-section A4 booklet is packed with advice, starting with the fundamentals of selling games without the aid of a publisher and covering key areas such as the main digital distribution platforms. The guide draws on the vast practical experience of a wide range of companies involved in self-publishing and aims to bridge the knowledge gap some fledgling studios may have.
Richard Hill-Whittall, the director of Icon Games discusses the importance of marketing, localisation and bug testing, Paul Gardner, a partner at law firm Osborne Clarke shows how self-publishers can attract finance, and Katy Wilson, a manager at accountants Grant Thornton looks at ways of avoiding the wrath of the tax man. Sean Crotty, a partner for Weightmans LLP, explains non-disclosure agreements and Michael Souto, the business development director of LocalizeDirect, highlights ways in which developers can target global markets. There is a comprehensive look at age-ratings across the world.
In recent years, there has been a massive explosion in the number of self-publishing developers with smartphone and social media gaming proving especially popular. Apple's App Store recently surpassed the 25 billion download mark and games regularly take up 70 per cent of the top 10. The three major consoles – the PlayStation 3, Xbox 360 and Nintendo Wii – also have digital distribution platforms and, when PC and Mac gaming are included, it is clear there is a great opportunity for developers to be creative and maximise their revenue. The guide looks at the key platforms – Xbox Live Arcade, Apple iOS and Mac, Steam, Indiecity, WiiWare and DSiWare, PlayStation Network, PSP Minis, Android and Facebook – and explains how developers can submit a game to each one of them.
It studies the various business models of development including games as a service, with help from Patrick O'Luanaigh, the CEO of nDreams. It also shows how developers can protect their intellectual property with a two-page assessment from Sheridans Solicitors' Alex Chapman.
The guide understands that building a brand through PR and marketing and using social media to spread the word is vital. Pete Basset, managing director of Quite Great Communications, and Jon Heffernan, operations director at Jollywise Media explain the basics and Julien Wera, of KD Partners discusses press relations for small studios. Rob Davies, CEO of Playniac, shows how social media can be used to promote games. With a directory packed full of contact details of key journalists, law firms, marketing organisations, localisation companies, accountants and audio specialists (with great help from Ben Ryalls, the business development manager of Side), the guide builds into a comprehensive reference.
Dr Wilson said:
"There is much creative talent in the British videogame sector and it is important that they are able to achieve their full potential. Self-publishing is an area of growing importance, made easier by the wealth of platforms which allow for digital distribution. It is clear that publishers will have a much lesser role to play in the future.
But there are many pitfalls that need to be avoided if a self-publisher is to become successful. Our guide has been written to cover all of the key areas of developing and publishing a game, ensuring that developers are able to maximise their revenues and go on to produce many more titles.”
Patrick O'Luanaigh, CEO of nDreams, TIGA board member and Chairman of the TIGA Self-Publishing Group, said: "Historically many developers have entered a Faustian Pact with global publishers, sacrificing ownership of IP in exchange for royalties that never materialised. That is why TIGA strongly encourages the trend towards self-publishing. This approach can enable developers to build relationships directly with customers, create original games, retain their IP and attain greater financial stability.
"The new TIGA Guide to Self-Publishing provides some excellent expert advice for studios looking to self-publish (and co-publish), and I am sure that it will provide a great resource for developers and digital publishers.”
James Brooksby, CMO DDP and founder of doublesix:
"TIGA’s Guide to Self-Publishing is an excellent handbook for anyone wanting to start up a studio and to self-publish their games. TIGA’s growing provision of information and advice is becoming a vital resource for game developers.”
Bruce Everiss, CMO Kwalee, said:
"Your "Liberating the Developer" publication is truly excellent, I even gave it to my staff to read to ensure they are fully up to speed. The industry would benefit from getting this into as many hands as possible because the knowledge it contains is so commercially essential.”
TIGA Guide to Self-Publishing: Liberating the Developer is available for free to all members of TIGA and available to purchase by non-members from the TIGA website. About the guide The TIGA Guide to Self-Publishing: Liberating the Developer draws on the experience of a wide range of experts from TIGA’s membership. It provides a vital resource for start-ups and indie developers and is has been produced with help from Jason Kingsley, TIGA Chairman and CEO and Creative Director at Rebellion; Gareth Edmondson, TIGA Vice-Chairman and CEO of Thumbstar Games; Patrick O’Luanaigh, CEO at nDreams; Richard Hill-Whittall, CEO at Icon Games; Paul Gardner, Partner, Osborne Clarke; Katy Wilkinson, Manager at Grant Thornton UK LLP (accountants and tax advisers); Alex Chapman, Partner, Sheridans Solicitors; Pete Basset, MD of Quite Great Communications; Jon Heffernan, Operations Director at Jollywise Media; Julien Wera of ICO Partners; Rob Davies, CEO of Playniac; Sean Crotty, Partner, Corporate, Weightmans LLP; Michael Souto, Business Development Director, LocalizeDirect; Short Round Music; Hugh Edwards of High Score Productions; Ben Ryalls, Business Development Manager, Side; James Brooksby, CMO DDP and founder of doublesix and Philip Oliver, CEO of Blitz Games Studios.
TIGA is the trade association representing the UK’s games industry. The majority of our members are either independent games developers or in-house publisher owned developers. We also have games publishers, outsourcing companies, technology businesses and universities amongst our membership. Since 2010, TIGA has won 11 business awards and has been nominated a finalist for 9 other awards. In 2010 TIGA won two business awards including ‘Trade Association of the Year’ from the Trade Association Forum.
In 2011, TIGA won eight business awards including ‘Trade Association of the Year’ from the Trade Association Forum, ‘Outstanding Organisation’ from the Chartered Management Institute and two Global Business Excellence Awards, including ‘Outstanding Marketing Campaign’. Richard Wilson won the ‘Leadership Award’ from the Trade Association Forum and the ‘Outstanding Leader’ award from the Chartered Management Institute. In 2012, Richard Wilson won the IoD’s East of England Director of the Year Award. TIGA is an Investors in People organisation.
TIGA's vision is to make the UK the best place in the world to do games business. We focus on three sets of activities: political representation, generating media coverage and developing services that enhance the competitiveness of our members. This means that TIGA members are effectively represented in the corridors of power, their voice is heard in the media and they receive benefits that make a material difference to their businesses, including a reduction in costs and improved commercial opportunities.
For further information, please contact Dr Richard Wilson, TIGA CEO on: 07875 939 643, or email: firstname.lastname@example.org. Or call Marc Ambasna-Jones on: +44 (0)7966 510702 ; or email: email@example.com