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Global government campaign to promote UK games industry
6:30am Wednesday 21st August 2013 in National News
Videogame companies in the UK are flying the British flag at a huge gaming event being held in Germany.
A UK industry stand at gamescom, run by gaming's industry trade body Ukie, is giving visitors a first look at a new international campaign that will promote UK games businesses.
The GREAT Campaign was launched last year, coinciding with the Olympics, by UK government to promote the UK to overseas markets and celebrate how innovative and creative British businesses are.
Now for the first time the UK’s games industry will be the centre of attention with a series of promotional images showcasing the amazingly innovative and creative talent that the UK’s games sector has to offer.
The first three of these images, featuring Media Molecule’s Sackboy, Mind Candy’s Moshi Monsters and TT Games’ LEGO Gandalf and Frodo, have been revealed at gamescom.
These and further globally recognised game brands made in the UK will then feature at international trade shows and in print campaigns.
The multimillion pound GREAT Campaign has already been used to promote the UK industry at several high profile events, including the Prime Minister and Prince Harry’s visit to the US earlier this year, where they were both presented with lookalike Makie Dolls by Ukie members MakieLab.
The promotion of the games industry as part of the GREAT Campaign, has come about as a result of Ukie working closely with the UK government.
Ukie CEO, Dr Jo Twist said: “The UK has a proud tradition of producing world class games and interactive entertainment and it is only right that our amazing sector is recognised and celebrated as part of the government’s GREAT Campaign. We worked hard with government to get this done and are delighted to be able to reveal the new images. We shall now be using the new images to promote the UK games industry at major trade events such gamescom, GDC San Francisco and Game Connection in Paris.”
Nick Baird, UKTI Chief Executive said: "The GREAT Campaign is a worldwide marketing campaign driving inward investment and tourism to the UK. Including these new images will provide a fantastic opportunity for the UK games and interactive entertainment industry to showcase its work to the rest of the world. Working with Ukie at key trade shows such as gamescom is a vital part of the wider support UKTI gives to the creative industries."