Andy Payne OBE

"In a digital world, all industries are creative industries". Its been a busy few days of meetings with senior politicians, games industry leaders and stakeholders, mostly focused on the Government's Industrial Strategy and the opportunity it presents to get the UK economy back on its feet. The Strategy itself is preoccupied with domestic agendas - productivity, skills, innovation, growth. But it takes place against the backdrop of two global shifts - one already well underway and the other that is likely about to begin. The first is AI. As we know, there is a long and storied history of AI in video games and interactive entertainment. We are familiar with both its capabilities and its limitations. But on a policy level, there is a risk that the UK is so blindsided by the 'great IP heist' behind Large language Models (and its impact on creativity) that we risk missing the larger potential of large-scale and hyper-specialised automation. The second is the significantly increased likelihood of a global trade war following Trump's re-election to the White House. The implications of this are immense and any advanced economy will need to refract its Industrial Strategy through the lens of economic protectionism, restrictions on trade, retrenchment of infrastructures and increased regulatory frictions. Which brings me back to the UK's positioning on the world stage. Our labour costs mean that we are an expensive place to do business. We are never again going to have an industrial economy rooted in manufacturing or extraction. We are, and have been for decades, a service economy. The Industrial Strategy is an opportunity to articulate how the UK can position itself as an open, stable, pro-innovation industrial economy in a post-AI world. We need to set out the kind of skills and engineering base we can offer. We need to build C21st infrastructure - which means data centres and energy sovereignty more than train lines. Which brings me back to creativity. I have worked in several industries and believe me when I say that creativity plays as fundamental a role in engineering and finance as it does in theatre and dance. Creativity, to me, is the force-multiplier of modern industrial economies. The UK is good at creativity - in part because of our legacy of ideas and storytelling, art and artisanship, and in part because of our gold-standard IP regime. This, to me, is the global narrative and our domestic challenge. We need to offer creativity-as-a-service to the global economy, and we need to get good at enabling businesses to flourish inside the UK based on their creativity - rather than having to seek capital elsewhere. This is the opportunity behind the Government's Industrial Strategy Green Paper. We must come together as creative sectors to make this case as clearly and forcefully as we possibly can. Ukie, Nick Button-Brown, Reedah El-Saie, Department for Culture, Media and Sport #supercharged #Invest2035 #AI #industry

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I recently created a section on my site, called One Pagers – https://lnkd.in/eR9EbsKB The idea is to capture big and important areas of my life into one page. I’ve kicked things off with a one pager on How to Invest – https://lnkd.in/eKjpCa-v This has been a ten + year journey for me, with many twists and turns. I’ve finally settled on something straight forward, which will help me achieve my long term financial goals. And importantly, is right for me. I’m not saying this is the only way to invest, or that it will work for you. But, I do think it’s a pretty solid medium risk strategy for how most people might want to think about investing for the future. And in any case, it’s not a bad place to start thinking from. P.S. A gigantic thanks to my friend Paraskevas Avraam. He has been a HUGE help in evolving my own thinking on investing, and helped me become more self aware of my tolerance for risk over the last ten years or so. P.P.S The next one pager I will write will be bringing together my stance for how to train and exercise. Watch this space.

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Forgive me, I want to repost this Games London update to do a classic LinkedIn 'reflect and tease' post. But hear me out. For just over eight years our Accelerator and other programmes (like the Pitch Training Bootcamp of old and now Game Changer) have supported new games businesses with workshops, mentoring and more. Today we pass another milestone as we kickstart the second Game Changer cohort with their first workshop, hosted at BAFTA 195 Piccadilly - fittingly the location for our first bootcamp back in 2017! - we've supported over 150 games studios with these programmes, giving them fast-track insight and connections. Well done again to the 2024 Accelerator cohort and thanks to our speakers, mentors and partners. Giving promising new businesses access and learning is so crucial to ensure emerging games studios can be sustainable and successful. Good luck to the Game Changer cohort who start their journey today (we'll be officially unveiling the cohort next week) - you're another ambitious and promising cohort. That said... there's now a bit of an oversupply in these programmes, we've got to admit. After we debuted the Accelerator in 2020, there's now similar programmes up and down the country. Brilliant! But there's nothing in the market to help studio start-ups convert to their first successful release, right? Publishers and investors faced with industry turmoil (or at least the perception of it!) are increasingly demanding that prospective developer partners have released at least one game on their own stead before starting a conversation. So now we're cooking something up to help businesses go from 'accelerator graduate' to successful debut launch. More news in Sept. Watch this space.

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More terrible news today with Payload Studios announcing that they had to make reductions in staff due to the economic climate. You can find the full detail, as well as references for those affected, here: https://lnkd.in/eyKhTqEZ Those of you who are affected by this, please make use of my resources below: 🥇First, reach out to us at People Can Fly Studio, we have many roles open right now in Canada, the UK, Ireland and Europe, please check them out here: https://lnkd.in/eWpV5PbA 🥈Next, Discipline Games Jobs Resources: Over the past months I have created 9 (at time of writing) Games Jobs Resources to find jobs in a wide range of disciplines, and I would urge you to check them out, if anything just to see what would be available to you: https://lnkd.in/e2qSeKk6 You can find over 5,600 jobs there. 🥉 Third, the Ultimate list of Video Games Career Resources: This should be your one-stop shop for all information. My dear friend Amir Satvat maintains these documents, he is a legend for doing this - please check them out: https://amirsatvat.com/ I urge you to check out the areas in particular about CV support and mentoring, as these will help you no matter what industry you are hailing from or are looking into going next. 🎖 Finally, do not give up. Ever. No matter how dark things may look right now, I KNOW you will get through this, you have got this! 👊 Remember you are not alone. If you need help, advice, or even an ear to listen, we're here for you. Always! ➡ A request to my community, please can I ask you to repost this post to your colleagues and friends, so that we can get as many into jobs as possible! And please comment if you or your studio are currently hiring - let's help each other! Much love ❤️ #payloadstudios #layoffs

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Back in Westminster today for the launch of Westminster Games Week! We have had a fantastic reception from new and established MPs and Peers keen to talk about the UK's world-leading video game and interactive entertainment industry. Over the next three days Ukie has organised a series of round-tables, Parliamentary events, networking receptions and private conversations aimed at securing the long-term interests of our industry. The "mood music" around our industry is encouraging - the new Government have consistently referred to us as a key industry in their growth agenda and we have had really good conversations with officials and Parliamentarians. Now we need to translate positive sentiment into concrete support. We all looked with envy at the Independent Films Tax Relief announced recently (although based as it was on a market failure argument I'm not sure it's the exact path we want to follow!). We need to ensure that we're building a supportive financial environment for people to scale and grow their games business. Video games and interactive entertainment are a massive success story, but sustaining and growing that success on a sustainable basis needs Government to work hand-in-hand with industry to ensure that the right support mechanisms are in place. It promises to be an exciting week!

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FatCat is proud to announce its debut at the Autumn Coin-op Show (ACOS) 2024, where operators will have the opportunity to experience first-hand our unique CatC and B4 range, designed specifically for the Pub and Club market. With a growing portfolio of new and refurbished cabinets, FatCat is committed to delivering cost-effective solutions tailored to every operational need, ensuring no compromise on cashbox performance. At the core of our offering lies FatCat’s pipeline of ground-breaking content, which continues to expand with six innovative new games launched in 2024. These titles boast a variety of cutting-edge features, including “Expanding Reels”, “Floating Wilds”, and “Player-Led Win Multipliers”, providing a unique gameplay experience that engages players like no other. Our player-centric approach goes beyond traditional 5-reel slots, presenting a diverse array of games designed to resonate across all demographics. This commitment to development diversity will be showcased through our new Menu5 update, available for preview at ACOS. Menu5 not only builds upon the 5-reel slot concept but also introduces the first of our “Classic Club” games, which combine the traditional look and play of reel-based club machines with the advanced functionality of digital touchscreens. Responding to operator feedback, we have identified a significant gap in the market for this style of game. With FatCat’s talent pool having created some of the very best “Reel Based” club machines in the past, we are uniquely positioned to address this demand, enhancing the dynamic of digital club machines. This innovative design approach, not limited to porting online slot games to physical machines, is already proving successful. The comprehensive features of our “Quonnect” machine management and monitoring system has highlighted a notable increase in cashbox revenue across venues offering this style of game. Visitors to our ACOS stand will have the opportunity to demo the Quonnect system, which is designed to revolutionise operational efficiency for single-site operators, offering a holistic solution to optimise machine management and maximise revenue potential. For more information about FatCat’s extensive range of gaming solutions, please visit www.fatcat.uk.

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We take a closer look at all the streams during the not-E3 period and slice it with feedback from over 1,300 gamers! Surely a first for the games industry! Head over to #gamesindustry to have a read https://lnkd.in/eTWq86dz? #fancensus #videogameinsights

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An excellent meeting with Anna Mansi and Sara Whybrew today has prompted me to return to the topic of how we can best work together across the video games industry to develop a long-term approach to meeting our skills and workforce needs. As I've mentioned before, I know it is difficult to talk about long-range workforce planning when the industry is going through painful layoffs. In some senses, though, I think it is essential - the better the industry is at developing our own long-term talent pipeline, the stronger our ability to attract the inward investment and growth support that will drive our future sustainability. 'Skills' is one of those words that everyone says, assuming that everyone else has the same definition as they do. Unfortunately, I've discovered over the years that in a room of 4 people, it is possible to have 6 different definitions of what the 'skills' agenda actually covers. I'll dodge the definitions issue here, but in essence I think that every industry - and perhaps Creative Industries more than most - depends fundamentally on the people who work in it and how empowered they feel to do their best work. You can have a great talent supply-chain, but if those people fetch up in insecure jobs that don't provide opportunities to learn and grow, they won't stick around. As one colleague once said to me "people join organisations (and sometimes industries) but they leave managers". Creating an industry that has access to great people and gives them great opportunities needs long-term structural engineering not short-term fixes. Tempting though it is to reach for quick-fixes or solutions that have worked in other contexts, in my experience there is no real substitute for going through the long (sometimes decades-long) process of engineering a genuine talent supply-chain that connects industry need with aspirational jobs. Video games is a young industry, and we haven't yet had time to come together around the common definitions of job roles, skills frameworks and professional development that are the absolute bedrock of industries that have addressed their skills needs on a sustainable basis. Take Apprenticeships, for example. One common refrain I have heard in the industry is that Apprenticeships 'don't work for video games businesses'. But we have spent relatively little time asking 'why not?'. Given that Apprenticeships are an established part of how successive Governments seek to bridge demand and supply, what is it about our industry that means the model doesn't seem to be working (and given that the model is unlikely to change, even with more flexibility) can we adapt to meet it halfway? The temptation is to reach for solutions - and we are definitely going to need to build scalable functions, skills standards and career pathways - but before we start providing the answers, I think we may need to go through a process of figuring out what the questions really are.

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My studio offers Production and Development services. From Consultancy to Full Game Development utilising a team of resources or single contract hires, we can support what you need for your studio. There are some differences though: 🦏 You get myself providing oversight on any single resource or work for hire team package 🦏 We are a UK registered studio allowing you to claim the new VGEC tax relief if you are eligible (VGTR if still to transition over) 🦏 Very competitive and transparent rates, with a new client discount 🦏 Flexible and professional team making you feel like we have always been part of the team 🦏 Can scale where needed delivering across different genres of titles 🦏 If using our Production services you receive a production deep dive for your studio included in the hire 🦏 If using any of our programming team we will include a code review to support the quality of delivery I can provide advice on your projects and ensure you are getting the most out of my team. Working across multiple engines and also providing XR development plus software product delivery services, get in touch to find out more! #indiestudio #gamedev #Indiegames #gamesservices #developmentservices #outsourcing #gamesoutsourcing #gamessupport #gamedevelopment #gamesdevelopment #indiedev #gaming #indiegamesstudio #gamesstudio #codev #technology #games #technologies #AIgamedevelopment #AIgameservices

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Playbook Fusion 🚀 https://lnkd.in/eHask_rU How to engage the audience of tomorrow is a constant challenge across the industry, particularly with how differently the modern generation of players engage with sports. In this article I talk about how Playbook Fusion is looking to help operators solve that challenge

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At Mettlestate, we understand that every brand has unique objectives and goals. Whether you're aiming to increase visibility, engage a specific audience, or drive sales, our expertise in the esports and gaming industry will help you get there. We have the knowledge to create your gamified campaigns, all you need to do is sit back and enjoy the results. You don't need to have all the answers – that's what we're here for. Our dedicated team of professionals will tailor strategies that align with your brand's vision and deliver impactful results. From innovative marketing campaigns to immersive content creation, we handle it all, so you can focus on what you do best. Are you interested in seeing more about what we can do for your brand? Reach out and let's chat! business.mettlestate.co.za #Strategy #Mettlestate #Esports #Gaming #Gamification #Business

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#RegulatoryUpdate Ministry Of Information & Broadcasting convened a meeting with industry associations yesterday on 11 June to discuss compliance with the new guidelines issued by it on 5 June. The industry's request for a time extension is unlikely to be entertained. So the deadline remains 18 June. It has also been reiterated that MIB does not have the locus standi to intervene on the subject, as it merely executes Hon'ble SC's orders. The aggrieved will need to implead before the SC after courts reopen in July. 📀New self-declaration mechanism for Advertising and its compliance obligation from 18 June 2024📀 ⏯ Starting 18th June, advertisers must submit self-declaration forms before running ads on print, TV, and the internet. Specifically, they need to confirm that the ad does not make misleading claims and complies with all relevant regulatory guidelines by submitting a self-declaration form on MIB portals. (The form will include details of ads such as title, description, and full script) ⏯ Context & Sequence of Events ♦ Indian Medical Association filed a case against Patanjali prccs for misleading claims following which the Hon'ble Supreme Court of India issued warnings to Patanjali, and eventually placed temporary bans on its ads. Patanjali was also directed to publish apologies in newspapers etc. ♦ On 7 May 2024, SC extended the scope of the case to all ads, making it sector agnostic, and announced a mandatory self-declaration regime for running ads, urging Ministries to establish procedures that will encourage consumers to lodge complaints. ♦ Specifically, it directs MIB to create a dedicated portal within 4 weeks ♦ On 5 June 2024, MIB operationalizes portals and issues guidelines for compliance ⏯ Nature of Compliance – The Advertiser must upload a self-declaration form on www.broadcastseva.gov.in and www.presscouncil.nic.in before any ad is issued on the TV/print/internet. Proof of uploading is to be shared by the Advertiser with the concerned broadcaster/printer/publisher/TV channel/ electronic media. No Ad is permitted to be run without uploading the self-declaration. These are to be treated as laws declared by the SC under Section 141 of the Constitution of India ⏯ Grey Areas – ♦ The complex and nuanced nature of digital ads esp. via automated tools is yet to be defined. ♦ Clarity on scope – mediums impacted, the format of declaration, the mechanism to operationalize the order ♦ If the self-declarations are made public on the two portals, it will create privacy risks and become anti-competitive ⏯ Compliance burden on small businesses (as always) – Smaller players hugely rely on digital ads for visibility and promoting their business ⏯ Key Recommendations ♦ Extension of go-live date of 18 June ♦ Different approaches for digital ads ♦ Exemption for small businesses ♦ Consider an initial trial period for roll-out ⏯ Next Steps- MIB will convene a meeting on 11 June with key stakeholders to ensure implementation and peruse

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A bit of UK market data news. Fallout 4 was comfortably the UK's best-selling game in April (GSD figures), and was one of three Fallout games in the Top Ten. Overall UK game sales in April were down 7% year-on-year, but there was a lack of new releases (in 2023, we had Star Wars Jedi: Survivor and Dead Island 2), so that seems like a pretty good result. There were no new games in the Top Ten for April, with PlayStation's Stellar Blade coming in at No.12. The action game was only on sale for one week when this data was counted. The console market continues to have a horrible year (GfK figures). Sales of games machines are down 30% in the UK this year. Xbox Series console sales are down just under 25%, PS5 sales are down just over 25%, and Switch sales are down 38%. Elsewhere, 530,000 accessories were sold over April, a drop of 28% over March but up 7% over April last year.

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I’m delighted to officially launch Oddfox - bright-eyed and bushy-tailed marketing for PC and console video games of all sizes. Think of Oddfox as your marketing buddies riding shotgun (while dressed as foxes?) on your game development journey. We can handle any part of your campaigns, from overall strategy to community or budget management. Looking to self-publish? We can help you through any of the marketing process, from positioning to messaging. Need great trailers? We’ll help manage the process and work with brilliant partners to create awesome creatives that really sell your games. Looking for short-form video that pops? We'll work with you to find the best creators and make sure your campaigns are bang on message. Want some killer messaging (and dodgy puns)? We gotchu. Video games are meant to be fun, anyone who knows me knows that's been the core of my methods over the years. It's the Oddfox philosophy that the best game marketing campaigns know and understand that, too. Nobody wants to sit through boring cookie-cutter approaches or slow-to-respond methods—just heart, soul, and personality delivered in a way that is true to your game. I’m super excited about the journey and can’t wait to show what we’ve already been working on, along with some of the cool partnerships we have in store. Personally, this is the culmination of 16 years of experience in video games, both big and small. I've developed community strategy over an eight-year period for the Total War series, defined and worked on the Two Point Hospital marketing campaign and branding, worked on titles like Planet Zoo and Jurassic World Evolution, and franchise directed some great indie games. If you’re interested in finding out more or working with us on your own exciting projects, pop us a message via Oddfox.xyz. I can guarantee you a fun response! We have opportunities to collaborate across all time zones and can provide full or partial support tailored to your budgets. Stay foxy! Website -> https://oddfox.xyz #Marketing #Agency #Videogames #Indie #AAA #Development #GameDev #GameDevelopment

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A colleague shared this video with me recently, a focus on the Business side of the games industry - A very useful and interesting interview with Mat Piscatella of Circana https://lnkd.in/eqzszimj I feel the recent challenges the industry has had to navigate means more focus on some of the points raised in the video need to be prioritised. The business landscape of games has changed, margins are tighter and competition is more fierce, let alone meeting the increasing expectation of players in terms of quality and value. Use of data and understanding the relationship between how players consume games and their purchase behaviour has never been more important. The games industry is relatively young, and perhaps the next few years will see some maturity in this area

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The break-up of what was the most predictably unworkable roll-up in industry history continues apace with companies like Asmodee returned to the original independent state they should never have left to join such an unproven video games publishing business. The remarkable expansion and dissolution of this group in the space of just 4 years or so almost demands a new corporate finance term: disconsolidation? roll-down? https://lnkd.in/eYNPgBH2

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In the indie gaming space, scalability often takes a backseat to creative ambition. At Ego Experiments Studios Ltd. we’re challenging that mindset by building with scalability in mind from day one. Every architectural choice we make isn’t just about our current project, it’s about future-proofing for sustainable growth and impact. We’re excited to refine this approach as we develop games that are not only innovative but also built to last. For those who have experience balancing creativity with scalable growth, especially in high-innovation fields, any advice on maintaining that balance in the early stages? #GameDev #Scalability #IndieGames #EgoExperimentsStudios #LongTermVision

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This week's Video Games Industry Memo - sponsored by Sumo Digital Ltd - hit over 2000 inboxes earlier today with an article exploring the economic impact of Roblox creators on the American economy. Between 2017 and 2023, experience makers have added $1.2bn in GDP, supported nearly 18,000 full time equivalents (jobs) and contributed more than $300m in tax. But while the headline figures may be a little less impressive than they sound, the trends driving those figures suggest the UGC economy could be a force for genuine economic value in the years to come. Along with the deep dive into Roblox, VGIM also contained: 📰 News about Russian intelligence agents targeting US gamers for misinformation campaigns 💼 All the big job moves and some great open roles at major games companies 📅 Forthcoming conferences including Nexus in Dublin, Tokyo Game Show and Game Connect Asia Pacific in Melbourne 🎮 Funko Pop Fusion heading up the round-up of the week's releases You can read Video Games Industry Memo now by searching for it on Substack, Google or by clicking the Newsletter link in my LinkedIn profile. And if you're not subscribed, make sure to sign up ahead of next Thursday's edition where we'll take a look inside a building described as the Large Hadron Collider for the Mind...

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