The computer games industry is one of the creative industries’ front runners. Worldwide, turnover for computer games now exceeds that of the film industry – and continues to grow rapidly. At least 29 companies in Copenhagen are currently developing games, including pioneers such as IO Interactive, Deadline Games and Media Mobsters, all of which operate in global markets. With a modest domestic market their entry into global market has taken place through partnerships covering finance and distribution. All three companies partner major international publishers – Electronic Arts, Take2 Interactive and Whiptail Interactive.
Typically for such partnerships the publisher invests in the final development of the prototype and in the marketing of the game. In return, the developer of the game gains access to the global market place which is essential to cover the high development costs. In the case of IO Interactive, Electronic Arts recently invested DKK 25 million in the development of Freedom Fighters and a further DKK 25 million in launching and marketing the game in 76 countries. Electronic Arts also has co-operation agreements with other Danish games developers such as LEGO Interactive and ITE.
"Danish programmers, designers, sound experts and games developers are world class so there is no obvious limit to the success of Danish computer games in the global market," said Country Manager Claus Due from Electronic Arts. "The key is to focus on the idea, the complete gameplay and not compromise on quality. IO Interactive has shown the way with the Hitman series and Freedom Fighters, which compete globally with top 5 titles such as The Lord of the Rings, Harry Potter and Fifa 2004. Other Danish developers can also form successful partnerships provided they have the right idea with international appeal and work as professionally as IO Interactive."
