ELSPA Confirms London Games Festival + Videogames Go To BAFTAs News
Chris Leyton
08/03/2006
BAFTA elevates videogames to equal billing with films and TV as ELSPA & TIGA confirm London Games Festival...
Videogames are set to share equal stature with films and television, as BAFTA today recognised the growing importance of computer and videogame to entertainment culture.
The announcement comes as apart of the London Games Festival, created in partnership by ELSPA and TIGA, which is set to commence throughout the capital from October 2nd 2006.
ELSPA, TIGA and BAFTA will contribute events to the programme, with other media, government and game publishers set to shortly confirm additional support. In addition to a consumer event, ELSPA and TIGA are organising two business events: the London Games Summit on the 4th and 5th October, along with the Content Market occurring on the 3rd and 4th.
Culminating in The British Academy Video Game Awards, BAFTA seeks to reward artistic and creative innovation within video games, whilst confirming their position as the most independent and valued awards in the arena.
Roger Bennett, director general of ELSPA, said: "London Games Festival will be an exciting week of activity that will become a focus for the International reputation of the UK. The alliance between ELSPA, TIGA, the LDA and BAFTA provides the games industry with a perfect opportunity to build substantial trade and consumer activity that will firmly establish games as the entertainment phenomenon of the 21st century."
Fred Hasson, CEO of TIGA added: "The festival has the potential to become the 'Cannes' of the games industry, fittingly so since the UK is the most important centre for the games sector in Europe in both consumer and business terms. London Games Festival 2006 will be predominantly trade focused, but it is foreseen that cultural, artistic, educational and consumer elements will evolve as part of the activities in the future."
Support for the week long event has attracted strong interest from companies across the games industry.
Andy Payne, chairman of ELSPA and managing director of Mastertronic, said: "I think the idea of the industry coming together in London for a week is one that is well overdue. But rather than one exhibition company wanting to coral all and sundry into one event or series of events, we now have the two trade games associations (ELSPA and TIGA) who are providing the impetus and creating a halo around which every company with a vested interest in computer and video games can do their thing. BAFTA's statement of intent heralds the dawn of a new age, and is the signal for those talented individuals who make games to be recognised on a world wide basis."
Ian Baverstock, chairman of TIGA and business development director of Kuju, said: "This festival offers the games development sector a perfect vehicle through which to showcase what a vibrant and dynamic creative talent base the games industry has in the UK."
Paul Jackson, VP and managing director Northern Europe, Electronic Arts, said: "We're incredibly excited by London Games Festival. It is something that is grabbing the industry's imagination. The hope is that it captures for games what an event like Cannes captures for film. We'll be looking to see how we can be involved in the London Games Festival in ways that best reflect the EA brand and our games."
Rob Cooper, managing director Northern Europe and Export, Ubisoft UK, said: "With publishers, retailers and developers staging their own events throughout the year, it is clear that our industry needs an event that brings all aspects of it together in a forum that really shows video games at their best and that the UK is still a world leader in this market. The London Games Festival will allow new ideas and opportunities to flourish, and will also allow the industry, in conjunction with BAFTA, to show its recognition and respect to those who have achieved great results over the year."
Adam Roberts, EVP Europe and UK managing director, Vivendi, said: "London Games Festival is a remarkable way of carrying the message that games are central to modern culture and entertainment. And from an industry perspective, it's fantastic to see ELSPA, TIGA, BAFTA and the London Development Agency working together."