Tiga Commends OFT Principles For F2P Games and Advertising To Children
UK video game trade association pledges to continue working with OFT to develop clear guidelines for developers and digital publishers
TIGA, the trade association representing the UK video game industry has broadly welcomed the OFT’s report into children’s online, mobile, tablet and social games, and how some of its recommendations made prior to the production of the report have been taken into consideration in the development of the suggested principles.
The UK development community and TIGA wants to build a sustainable industry. All UK video game developers want to be in full compliance with the law, and so any guidance which helps them achieve this is welcome.
Whilst TIGA and its members takes the potential issues surrounding the free to play (FTP) business model very seriously indeed, it’s also important to realise that FTP games can be of great value to consumers and developers alike. This is because it allows consumers to play extremely high quality games entirely free or to try games before buying them. A report published by TIGA earlier this year showed typically, 95% of consumers playing a FTP game don't spend any money at all. Developers benefit from being able to reach a massively increased potential market size, with considerably lower barriers to entry.
As the OFT itself stated, the video game industry moves fast and the ‘freemium model has emerged relatively recently, hence these issues appeared very rapidly. However, the British games industry is totally committed to working through them, to establish and follow best practice.
TIGA is also fully committed to continue working with the OFT throughout the consultation process, and will indeed be liaising with its own members to canvass opinions and potential solutions, before providing a formal response to the OFT on behalf of the UK video game industry.
Dr. Richard Wilson, CEO, TIGA, said:
“It is absolutely vital the FTP games model provides clear protection for gamers, particularly children, and proper guidance for parents and developers alike. TIGA has been working with the OFT to develop these principles, having submitted evidence earlier this year, and it’s encouraging to see that many of our recommendations have been taken into account, especially the principles of absolute transparency and a consistent global approach, in keeping with the export-driven nature of the UK video game industry.
TIGA understands both the legislative responsibilities and concerns of the OFT, and the daily realities of making games in the UK today and around the world. I’m pleased to say the OFT and UK games business is leading the way in addressing these issues and helping build a sustainable future for this high tech, highly skilled, global industry.”
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About TIGA
TIGA is the trade association representing the video games industry. The majority of our members are either independent games developers or in-house publisher owned developers. We also have games publishers, outsourcing companies, technology businesses and universities amongst our membership. Since 2010, TIGA has won 14 business awards and has been nominated a finalist for 16 other awards.
TIGA focuses on three sets of activities: political representation, generating media coverage and developing services that enhance the competitiveness of our members. This means that TIGA members are effectively represented in the corridors of power, their voice is heard in the media and they receive benefits that make a material difference to their businesses, including a reduction in costs and improved commercial opportunities.
For further information, please contact:
Dr. Richard Wilson, TIGA CEO on: 07875 939 643, or email: richard.wilson@tiga.org
Drew Field, TIGA Communications Director on: 07720 643 344, or email: drew.field@tiga.org
The UK development community and TIGA wants to build a sustainable industry. All UK video game developers want to be in full compliance with the law, and so any guidance which helps them achieve this is welcome.
Whilst TIGA and its members takes the potential issues surrounding the free to play (FTP) business model very seriously indeed, it’s also important to realise that FTP games can be of great value to consumers and developers alike. This is because it allows consumers to play extremely high quality games entirely free or to try games before buying them. A report published by TIGA earlier this year showed typically, 95% of consumers playing a FTP game don't spend any money at all. Developers benefit from being able to reach a massively increased potential market size, with considerably lower barriers to entry.
As the OFT itself stated, the video game industry moves fast and the ‘freemium model has emerged relatively recently, hence these issues appeared very rapidly. However, the British games industry is totally committed to working through them, to establish and follow best practice.
TIGA is also fully committed to continue working with the OFT throughout the consultation process, and will indeed be liaising with its own members to canvass opinions and potential solutions, before providing a formal response to the OFT on behalf of the UK video game industry.
Dr. Richard Wilson, CEO, TIGA, said:
“It is absolutely vital the FTP games model provides clear protection for gamers, particularly children, and proper guidance for parents and developers alike. TIGA has been working with the OFT to develop these principles, having submitted evidence earlier this year, and it’s encouraging to see that many of our recommendations have been taken into account, especially the principles of absolute transparency and a consistent global approach, in keeping with the export-driven nature of the UK video game industry.
TIGA understands both the legislative responsibilities and concerns of the OFT, and the daily realities of making games in the UK today and around the world. I’m pleased to say the OFT and UK games business is leading the way in addressing these issues and helping build a sustainable future for this high tech, highly skilled, global industry.”
-ends-
About TIGA
TIGA is the trade association representing the video games industry. The majority of our members are either independent games developers or in-house publisher owned developers. We also have games publishers, outsourcing companies, technology businesses and universities amongst our membership. Since 2010, TIGA has won 14 business awards and has been nominated a finalist for 16 other awards.
TIGA focuses on three sets of activities: political representation, generating media coverage and developing services that enhance the competitiveness of our members. This means that TIGA members are effectively represented in the corridors of power, their voice is heard in the media and they receive benefits that make a material difference to their businesses, including a reduction in costs and improved commercial opportunities.
For further information, please contact:
Dr. Richard Wilson, TIGA CEO on: 07875 939 643, or email: richard.wilson@tiga.org
Drew Field, TIGA Communications Director on: 07720 643 344, or email: drew.field@tiga.org
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TIGA