The UK games industry is set to be recognised on the same level as other creative media in a charity-driven awards ceremony that has been publicly backed by the leaders of all three major political parties.
Gordon Brown, David Cameron and Nick Clegg have all thrown their support to the 'British Inspiration Awards'. The fact that they are all celebrating innovation while simultaneously avoiding the kind of real, financial support that would mantain that same innovation merely indicates that there's a general election approaching: gesture politics for the win.
The new initiative will celebrate the best in interactive entertainment, arts, fashion, film and television, science and technology, music, design and innovation in enterprise. The event is being led by an Executive Committee - which in itself is chaired by Nintendo's UK Managing Director, David Yarnton.
"The UK is the creative capital of the World. Whether it’s Damien Hirst or Simon Cowell; Damon Albarn or Ridley Scott, Dame Vivienne Westwood or Jonathan Ive; Sam Houser or Amy Winehouse, this nation has an incredibly rich and colourful heritage of creativity," Yarnton said, also commending the political support of Prime Minister Gordon Brown, Conservative leader David Cameron and Liberal Democrats leader Nick Clegg.
Winners of each award will be handed a Boudica, which was chosen as a "forward-looking woman who inspired others around her," and serves as the logo for the British Inspiration Awards. Its four shades represent England, Scotland, Wales and Ireland.
Also on the judging panel are:
Richard Desmond – Northern & Shell Plc (publisher the anti-gaming Daily Express)
Wendy Malem - Director of the Centre for Fashion Enterprise at London College of Fashion (a nice lady)
Russ Lindsay - James Grant Media Group (manages Ant'n'Dec and Simon Cowell)
Simon Harvey – Barrington Harvey - (UK video gaming PR stalwart).
Tom George - CEO Media Edge CIA (Nintendo's advertising agency)
Gary MacManus – CEO Reach LTD - (Nintendo's sales and channel marketing firm)
Colonel Ben Farrell MBE - (an, erm, soldier)
Nicola Mendelsohn – Chairman Karmarama (another Nintendo ad agency)
Philip Snape – MD PSA Communications (ELSPA lobbying group)
The British Inspiration Awards is set to take place on the 23rd April.