An image makeover is key to bringing in development dollars to Canada’s
world-leading but cash strapped interactive content developers.
That’s what most points came down to, as members of the Canadian gaming industry debated over how to secure more funding, and where to go to get it, at Interactive Ontario’s iLunch 7.0 in Toronto.
iLunch’s panelists-Marblemedia’s Mark Bishop, Bedlam Games‘ Trevor Fencott and Everyday Pictures‘ Jody Shapiro-all agreed more pressure needed to be put on the public and private sector for funding. Despite being a world leader in content development, Canadian gaming companies are having trouble generating support.
Why? The gaming industry is still seen as “13-year-old boys holed up in their rooms playing games 12 hours a day,” as Fencott put it.The gaming industry needs to reposition itself as a world-class source of entertainment for people of all ages.
It also needs to remove the murkiness surrounding digital gaming before organizations will chance lending it financial support. “People will invest in high-risk industries, like mining, because they know what the risks are,” says Bedlam CFO Jim Laird. “We just need to package ourselves the same way.”
So where to begin with the image makeover? Bishop believes it starts with seeking out the “champions” in the public and private sector-those who already understand the value of the gaming industry. He also argues the Canadian Television Fund should be retitled the Canadian Content Fund, to ensure money goes out to digital industries as well.
It’s a start, but the gaming industry needs an image overhaul-and a major marketing push-to give it the respect and funding it deserves.
As Laird put it, “This is a huge, established industry. People just need to catch up.”
